2. [enter]

3. Oğuz Benice Bilkent University THS 52126 F&B Operations Spring 2008 Food % Beverage Marketing

4. What is Marketing ? Definition 1 Seing the business from the perspective of the guest.

5. Idea-Screeming Process Does the idea meet customer’s needs? Is the group of customers with these needs large enough to make the idea worthwhile Does the food and beverage operator or potential operator have the necessary resources available to deliver the idea? Will the idea generate a benefit to the operation?

6. Feasibility Study A feasibility study should be conducted before a food service operation is constructed or purchased, which includes: Identifying market area characteristics Evaluating the proposed site Analyzing the competition Estimating demand Projecting operating results

7. Marketing Plan Sales 1. Internal selling 2. Internal merchandising 3. External selling Advertising Public Relations and Publicity

8. Internal Selling Suggestive selling Internal merchandising Purpose is to increase revenue from guests who are already at the restaurant.

9. Internal Merchandising Couponning Product sampling Contests Packages Premiums Gift certificates Discounting Bonus offers Frequent diner programs

10. Internal Merchandising - Purpose Increase the public awareness of the product Attract new guest Keep regular guest happy Increase sales during slow period.

11. Advertising Outdoor advertising Newspaper Magazines Radio Television Direct mail Internet Other