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