2.  the way a foodservice business presents itself to the community  have a positioning statement that guides them in the decision making and marketing efforts  ex: “The Healthy Alternative Café serves healthful food choices at affordable prices.”

3.  plan to market a business  advertising, public relations, promotions  calendar of promotions, advertisements  amount of money that will be spent  promotion/special-specific effort to market a particular item  objectives/goals  well stocked and well trained employees  should increase profits

4.  the feeling a customer gets from the interior and exterior of the business  carpet, wall covering, music, staff uniforms  needs to fit style and theme of you operation  ongoing process

5.  public relations- publicity and advertising used to enhance image  publicity- free low cost efforts to improve the image of a business  advertising- paid form of promotion that persuades and informs the public about what the business has to offer  newspaper, radio, tv, internet, sponsoring events

6.  form of advertising in which promotional materials are mailed directly to the customer (flyers, advertisements, letters)  can be based on location, income bracket, interest  expensive and often ineffective (people do not read/throw away)