Answer to Question 1
The best marketing plans are written and are targeted. They identify specificactions to be taken. The plans are time-sensitive, so activities are undertakenaccording to a set schedule. They include what is to be done and who shoulddo it. Because marketing dollars are limited, cost estimates for each activityshould be included in the plan. Finally, an effective plan is always shaped bymanagement's view of how it will be seen from the point of view of theoperation's guests.
Answer to Question 2
Successful restaurant and foodservice operations must attract and retainenough customers to ensure they will stay in business. Operations cancontinue in business only if they consistently meet the needs of thosecustomers. Marketing is the process that restaurant and foodservice operationsuse to communicate to their customers that their needs will be met each andevery time they choose to visit. If the marketing of an operation is ineffective,too few customers will be attracted and too few will come back again. Aneffective marketing program communicates to customers that quality productsand excellent service are to be expected and will be consistently delivered.
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