Food Service Systems Chapter 5-6
Noise
Factors that interfere with and distort the message
Advertising Personal selling Sales PR Merchandising
Five forms of promotion
Production Product Selling Marketing Social Marketing
Five marketing perspectives
Intangibility Inseparability Variability Perishability
Four characteristics of a service
Product Place Price Promotion
Four components of Marketing Mix
Regional language Cultural variation Gender Generational differences
Four examples of communication barriers
Target Marketing
The marketing of a product to a unique subgroup within the population
Strengths/weaknesses Opportunities/threats
What does SWOT stand for with regard to market research
Perishability
the inability of services to be stored, warehoused, or inventoried
Intangibility
the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can
Market Research
The activity of gathering information about consumers' needs and preferences.
Market positioning
Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
Indirect Channel
Channel in which the receiver is not specified
Market segmentation
Identification & measurement of characteristics present in a population subgroup likely to purchase a specific product
Inseparability
Inability of production and consumption of a service to be separated; consumers must be present during the production
Mass Marketing
Marketing of a product to the population without discriminating among population subgroups
Channels
Pathways through which information is transmitted
Production Perspective
Perspective based on the idea of grouping, manufacturing, distributing, or creating products for the marketplace.
Selling Perspective
Perspective focused on getting the customer to purchase the product
Social Marketing Perspective
Perspective that balances the needs, wants and demands of the consumer with those of the organization and of society
Marketing Perspective
Perspective that considers production, sales, products, and promotion based on consumers' needs, wants, and demands
Product Perspective
Perspective that focuses on the product, its value, its features, and performance
Setting
Physical environment in which the communication takes place
Market targeting
Process of studying a market segment to determine what products may be developed for them e.g. lactation classes for pregnant women
Variability
Quality of service depends on the service provider and the situation
Feedback
Responses generated by both parties during communication
Competitor prices Value Customer expectations Subsidies Price psychology Economy Sales etc
Seven factors that influence price
Proxemics
Spatial relationships between those who are communicating
Timing
Strategy for when the communication will occur
Indirect Distribution Channel
is where there is one or more middlemen between the manufacturer and the consumers.
Wholesaler
person or organization who buys products from a producer and sells them to the retailer, who then sells them to the end user
Retailer
person or organization who sells products to the end user of a product
Direct Distribution Channel
producers sell goods or services directly to the final user
