All the ways an operation actively tries to reach, or communicate, with its desired customers.

Consists of the product-service mix, presentation mix, and communication mix.

Combination of all the factors that go into creating, developing, and selling a product.

List of steps an operation must take to sell a product or service to a specific market. Has five main components—research the market, establish objectives, develop marketing strategy, implement action plan, evaluate modify plan.

The process of communicating a business's message to its market.

Group of people who desire that product or service.

All the elements that make the operation look unique.

All of the food and services offered to customers.

Also called a situation assessment; identifies a restaurant or foodservice operation's Strengths, Weaknesses, Opportunities, and Threats.

Interacting with people in the local area to create awareness of and trust for an operation.

Mass mailing of coupons, menus, advertising about a promotion, etc., to customers in a particular area.

Making a concerted effort to connect directly with a certain segment of the market.

When marketers break down a large market into smaller groups of similar individuals that make up that market.

Treating everyone in the market as having the same needs and wants.

Relationships that marketers maintain with media outlets.

Face-to-face interactions between service staff and guests; well-trained service staff can also go a long way in communicating an operation's message.

Token gifts or giveaway items, such as pens, stationary, children's toys, mugs, T-shirts, or magnets that display the restaurant name and location or phone number.

Also called a media kit; a packet of information given to media representatives to answer questions they might have about a business or organization.

Also called a news release; a brief presentation of promotional information written to sound like a news article.

Ways in which marketing communicates with an operation's market.

Process by which an operation interacts with the community at large.

Attention an operation receives.

People an operation intends to pursue as customers.

Treating people as different from each other and trying to make a focused appeal to a distinct group of customers.

Making a concerted effort to connect directly with a certain segment of the market, for example, direct mail or emails, telephone calls, website feedback, tableside feedback.

Two or more sponsors develop complementary promotions or offer complementary promotional materials. Ex: free milk with the purchase of Oreo cookies.