Use

d X Performance indicators for QSRM

Analyze cash-flow patterns. 3 Assess information needs

Determining who users of the information will beWhat type of information is needed and what they plan to do with the informationWhat type of information is already available?Costs involvedTimelines (how soon do they need the information?)

A needs assessment is a systematic process for determining and addressing needs, or "gaps" between current conditions and desired conditions or "wants". The discrepancy between the current condition and wanted condition must be measured to appropriately identify the need. The need can be a desire to improve current performance or to correct a deficiency. A needs assessment is a part of planning processes, often used for improvement in individuals, education/training, organizations, or communities. It can refine and improve a product such as a service a client receives. It can be an effective tool to clarify problems and identify appropriate interventions or solutions. By clearly identifying the problem, finite resources can be directed towards developing and implementing a feasible and applicable solution. Gathering appropriate and sufficient data informs the process of developing an effective product that will address the group’s needs and wants. Needs assessments are only effective when they are ends-focused and provide concrete evidence that can be used to determine which of the possible means-to-the-ends are most effective and efficient for achieving the desired resultsIn this case there are 2 sets of needs to be assessed. The needs of those seeking information on the companies through the evaluations of others, and the needs of those companies in wanting fair and ethical assessments.

Build and maintain relationships with customers participant may discuss how rewards card/app will increase customers and how

special exclusive promotions could keep customers returning to the restaurant relationships built on good customer service as well as good quality products positive customer relationship lead to higher revenue

2 Calculate inventory shrinkageMost accounting systems are designed to tell a company how much inventory they should have in stock. Periodically, they will do a physical count of the inventory on hand. The “book inventory” (what the accounting records indicate we should have) minus the actual physical amounts of goods on hand equals our inventory loss or shrinkage. In a restaurant, much of the inventory is not sold directly, but rather used to make other items (sandwiches, soup, etc). The restaurant will have a formula that will project how much their sales would be from a given amount of inventory. Calculating the difference between expected sales and actual sales will also indicate if shrinkage exists.

Check incoming stock. 3 Clean service and work areas.

Coach employeesThe purpose of coaching is to make sure they understand what they are supposed to do and be

able to do it without error. In the case of inventory control systems, we need to make all personnel understand the importance of controlling inventory for the company’s profit situation. Presumably, as profits rise, the employee’s share of the profits will also rise, and a happier employee may be a more trusted employee.

2 Coach othersThe purpose of coaching is to make sure they understand what they are supposed to do and be able to do it without error. In the case of inventory control systems, we need to make all personnel understand the importance of controlling inventory for the company’s profit situation. Presumably, as profits rise, the employee’s share of the profits will also rise, and a happier employee may be a more trusted employee.

2 Conduct a competitive analysisSWOT Analysis – an outline of expectations (other formats are acceptable)

Strengths, Weaknesses, Opportunities and ThreatsConduct an environmental scan to obtain business information

3 Coordinate activities in the promotional mixThe four elements of the promotional mix are: advertising, sales promotion, publicity, and personal selling. All elements used should be coordinated to achieve the company’s goals. All initiatives should be coordinated to target the identified markets, clearly communicate the same underlying message.

Advertising includes any paid presentation and promotion of ideas, goods, or services by an identified sponsor (Ex. Print ads, radio, television, billboards etc) Place advertisements that would appear locally promoting the award-winning coffee in newspapers, direct mail, posters/billboards Recognize that TV ads would be created for national chain by the national chain itself

Sales promotions Incentives designed to stimulate the purchase or sale of a product (Ex. Coupons, sweepstakes, contests, rebates etc. Offer sample coffee taste cups at popular local events and venues) . Sales promotion includes media and non-media marketing communication in order to increase consumer demand, stimulate market demand or improve product availability

Public relations includes paid intimate stimulation of supply for a product, service or business unit by planting significant news about it or a favourable presentation in the media and sometimes include direct marketing and sponsorship Contact newspapers and radio stations to come review or feature the restaurant or Sponsor local events

Personal Selling is a process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation (Ex. Sales presentations, sales meetings, sales training) Each waiter should up sell by recommending products, especially our award-winning coffee

Participants should describe a variety of creative ideas that address all areas of concern.Create methods to market materials

Marketing traditionally has been done by flyers, posters, value additions like coupons and sales, referral networks, follow-up, cold calling, the internet, and now through social media, and banner ads on phones, and websites.

participant can discuss use of different types of media that are geared towards the target market

participants may also discuss importance of naming the loyalty program and the

overall look of the card/app for the customer2 Demonstrate a customer service mindset

A service mindset is an outlook that focuses on creating customer value, loyalty and trust. A business with this outlook wants to go beyond simply providing a product or service. It wants to create a positive and indelible imprint in the customer's, or even in the prospect's mind. To do this, a business has to care about the customer or prospect experience and work continuously at enhancing it Listen carefully to the customer’s complaint and acknowledge that you are there to help

—in this case that the business meeting has been disrupted Explain that you appreciate and value the business that the customer has given you and

that you would like the relationship to continue Provide customer surveys to get feedback from the customers. This could be done by a

card with the bill, a website address or a phone call to important customers. There could be an incentive such as a discount or free dessert if they fill out the survey

Use interpersonal skills to handle customer requests and questions, Understand management’s role in customer relations, understand procedures for handling difficult customers, explain business policies to customers and handle customer complaints.

you should view negative customer interactions as opportunities to learn even more about the customers’ needs and expectations

3 Demonstrate appropriate creativityCreativity in the workplace is the next step up from problem solving. It is a real asset to employers hunters, if they can show how they bring additional value to the employer, and preferably prove a dollar value to that creativity. Initiative and good ideas are now much more appreciated than they were in the old hierarchical corporate jobs. Ideas are valuable, and so are employees who can get more value out of the endless possibilities of new systems.Some people actually make much more of a career out of ideas, rather than just doing a job. The opportunities are always there. Everybody, on any job, soon figures out a better way of getting things done. Most value adding is about dealing with volumes of work. Just as well, too, because that's how efficiency is achieved. It's a natural use of skills to make work easier and more productive. That's also why many people who are quite efficient in organizing their own work don't even recognize why they're efficient. They think it's common sense, but it's actually part of the creativity in the workplace effect. Think about how you've organized your own work to suit your own needs. There will be something. You may not have redesigned the whole workplace, but you will have done something to make yourself work more efficiently.Now comes the rest of the question, how to show value in your creativity.Work value is measured by:

Profit Savings Improved time frames Increased efficiency in your own work Increased efficiency which carries through up the work chain to others from your own

workThis is what is meant by improving productivity. It's productive in that it generates income, saves time and therefore money, and improves the efficiency of yourself and others. In

whatever sense it's done, it's valuable to the employer.So you have to express the value of your creativity in those terms, to the judges, and show them why it's valuable. If you've come up with a better way of doing things, or a more efficient or obviously quicker way of doing your work, you've answered the question effectively, and made your point.As with all interview questions, you must structure your answer so the interviewers can see the processes involved, and the value of your work.In this case, creativity is a very broad range of possible subjects, but you can simplify and clarify your answer:

Explain the work, and the processes. Explain your idea and its benefits in terms of the productivity criteria.

Tell the judges what you've achieved with your creativity. Also tell them your manager or supervisor's reaction to your work if you can tell them about a positive response from them. That's proof of achievement.

3 Demonstrate awareness of capabilities and limitations of the operationThe internal strengths and weaknesses of the firm as part of a SWOT analysisParticipant could indicate need for market research, the additional costs of a new product line, the possible loss of share in the other two established products as a result of this new itemParticipant should address concern re possible slowing down of service due to increased kitchen demands – test market the Pork Tasty for one or two cycles in one location and determine impact. Recommendation is likely to be to have the item as a seasonal one – maintains demand due to limited supplyChain has the expertise and experience to go forward – go slowly and test the market, assess after two cycles. Goal is not to compromise current good reputation for service and food. Feature the introduction during football season to attract the sports-minded male to try a new food – schedule would likely last three to four months.

Describe considerations in using databases in advertisingMarketing research has experienced a resurgence with the widespread use of the Internet and the popularity of social networking. It is easier than ever before for companies to connect directly with customers and collect individual information that goes into a computer database to be matched with other pieces of data collected during unrelated transactions. The way a company conducts its market research these days can have serious ethical repercussions, impacting the lives of consumers in ways that have yet to be fully understood. Further, companies can be faced with a public backlash if their market research practices are perceived as unethical.Deceptive Practices The ease with which a company can access and gather data about its customers can lead to deceptive practices and dishonesty in the company's research methods. This type of ethical problem can run the gamut — from not telling customers that information is being collected when they visit a website to misrepresenting research results by changing database numbers. Any action that uses lies and deception to find out or establish information about consumers falls under this category.Invasion of Privacy One of the most serious ethical considerations involved in market research is invasion of privacy. Companies have an unprecedented ability to collect, store and match information relating to customers that can infringe on a person's right to privacy. In many instances, the customer does not know or understand the extent of the company's infiltration into his life. The company uses this information to reach the customer with

targeted advertising, but the process of targeting can have a chilling affect on personal freedom.Breaches of Confidentiality Another significant ethical consideration involved in market research involves breaches of confidentiality. Companies regularly share information about customers with partners and affiliates, requiring the customer to opt-out of the sharing if he doesn't want to be involved. Some companies sell information they have gathered on customers to outside companies. Ethically, any unauthorized disclosure of customer information is problematic.Objectivity Marketing and advertising have a significant impact on public perceptions. Market researchers have an ethical obligation to conduct research objectively, so that available data allows for the development of a balanced or reality-based picture. Researchers who allow their own prejudices to skew their work tend to contribute to the perpetuation of stereotypes in advertising, the development of destructive social constructs and the enabling of unjust profiting from poverty. For example, a market researcher with a one-dimensional view of minorities could do a fair amount of harm if allowed to shape an advertising campaign based on skewed data collection.Describe current issues and trends in the food and beverage industry

a) Health and Diet Carbohydrates Trans fats Cultural preferences/restrictions b) Technology Did the student discuss the expanding role of technology within the industryc) Other Assess for accuracy and relevancy

2 Describe current issues and trends in the food and beverage industryHealth and Diet

Carbohydrates Trans fats Cultural preferences/restrictions

Technology Did the student discuss the expanding role of technology within the industry

OtherAssess for accuracy and relevancyDescribe factors affecting business riskDescribe factors used by businesses to position corporate brands

Branding is all about creating unique identities and positions for products and services, hence distinguishing the offerings from competitors. Hence a corporate branding strategy can enable the corporation to further leverage on its tangible and non-tangible assets leading to branding excellence throughout the corporationThe main factors that go into defining a brand position: Brand Attributes: What the brand delivers through features and benefits to consumers Consumer Expectations: What consumers expect to receive from the brand? Competitor attributes: What the other brands in the market offer through features and

benefits to consumers Price: An easily quantifiable factor – Your prices vs. your competitors’ prices

Consumer perceptions: The perceived quality and value of your brand in consumer’s minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.?)

Quality image/products – Logo, slogan, unique storefronts/layouts Product appeal Control - promotion

Describe factors used by marketers to position products/servicesDifferentiation in the context of business is what a company can hang its hat on that no other business can. The positioning concepts focus on the rational or emotional benefits that buyer will receive or feel by using the product/service. Products/services should be positioned based on their comparative advantagesFor example, for some companies this is being the least expensive. Other companies credit themselves with being the first or the fastest. Whatever it is a business can use to stand out from the rest is called differentiation. Differentiation in today’s over-crowded marketplace is a business imperative, not only in terms of a company’s success, but also for its continuing survivalPositioning is also defined as the way by which the marketers attempt to create a distinct impression in the customer's mind. Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. Products/services should be positioned based on their comparative advantages. A company can positively influence the perceptions through enlightened strategic actionsMarketers often use a Product Positioning Map to “map” out the position that their products occupy in comparison to the completionThese positioning maps are based on 2 dimensionsThe most common dimensions are price and qualtitySo, for example, Rolex may be categorized as high price, high quality. Timex may be categorized as low price, high quality..Some possible positioning strategies:

Focus on healthy low calorie snack (< 200 calories) Price and quality Positioning by features and benefits Positioning relative to competition

Describe techniques for processing marketing informationThe gathering of relevant and up-to-date information is a key business process. Information consists of organised facts and figures that have meaning within the context that the information is intended to be interpreted by people. Information is thus a valuable business commodity, and frequently businesses pay money for up-to-date and relevant information.Businesses buy:

Market research information Information about the financial performance of other companies Information about economic trends, and the economies of other countries Product research and development information.

The more up-to-date, accurate and complete is the information, then the more valuable it will

be.Increasingly there are market opportunities for companies to provide information on websites that users can pay to access - e.g. information about share prices, market movements, and potentially good investments.Information is gathered:

Internally within an organization - e.g. about production performance, sales performance, standard operating procedures, manufacturing systems, etc.

Externally i.e. outside the organization - e.g. information about customers and markets. The firm may contract out the collection of such information to an appropriate organization such as a market research company.

Information can then be analyzed by using computers or by manual methods. Databases and spreadsheets make it very easy to analyze information. For example, information about the market e.g. market growth, market share, etc. can be entered using a spreadsheet package. This information can then be presented in line graphs, histograms, bar charts, pie charts etc so that it is easy to quickly make sense of the information.Information processing refers to the collection, storage, manipulation, distribution and presentation of data, usually by electronic means. Computers are used widely in business for information processing.Describe the concept of price Price is the amount the consumer must pay for a product Influenced by costs, competition, demand, and supply Cost—all costs are calculated and then a mark-up is applied to achieve the price Competition—set the price in relation to competitors Demand—apply the concepts of supply and demand, the greater the demand for the

product, the higher the price charged Supply—a product in short supply will have a greater demand

If the product is a luxury product, a pricing strategy of skimming or prestige should be used. People will be able and willing to pay a higher price because it is located in an affluent neighbourhoodDescribe the concepts of economic scarcity and economic activities

A resource is considered scarce when its availability is not enough to meet its demand. Scarcity is based on the idea that oftentimes a limited supply of goods or services comes up against an ever increasing demand for it and that, as such, every effort must be made to ensure its proper utilization and distribution so as to avoid inefficiency

The scarcity of goods and services is brought about by factors such as the limited supply of resources (for example, water, land or people) and the limited capabilities of technology or human skill (for example, those needed for enhanced production)

Describe the need for customer informationMarketing research is designed to eliminate the guesswork from the necessary planning a business does in order to improve the quality of the decisions they have to make. Many business decisions, such as the one being considered here to develop a strategy to determine the feasibility and potential profitability of new restaurant locations, will involve the spending of a lot of money on the part of the client. They want to make sure they select locations that have the likelihood of success and which will provide a high rate of return. Some cities will be better suited to these restaurants. Market research will

assist in the identification of the more likely ones.Describe the need for marketing information

Without marketing information, businesses are left with no ability to anaylse customer profiles. Marketing information is needed to understand the consumer and to therefore improve the product or the service in ways that will satisfy consumers. Marketing information is also crucial in order to plan and carry out successful and cost effective Promotional efforts – how do you advertise if you don’t know who you are trying to reach? Marketing information informs businesses about sales trends and patterns and helps perfect the timing of re-ordering or discontinuing products. Marketing information can inform businesses about pricing levels and a customer’s perception of valueMarketing information management is a fancy term for managing data and information about customer attitudes and development of new products. Marketing research can be done of a formal or informal basis within small and large companies. For large businesses that utilize formal research, the procedures and outcomes must be organized so the business can make sense of the findings and benefit from the researchStudents should mention the importance of collecting information about customers. The more a business knows about its customers, the better it can tailor its products and services to them. It can deliver products and services to meet and exceed customer expectations. This information also helps the business reach out to potential customers because it informs them about the customer profile of the target market

Describe the role of business ethics in promotion e.g. business must be truthful in their disclosures in any advertisement.

o Attention to business ethics is on the rise across the world and many companies realize that in order to succeed, they must earn the respect and confidence of their customers. Like never before, corporations are being asked, encouraged and prodded to improve their business practices to emphasize legal and ethical behavior. Companies, professional firms and individuals alike are being held increasingly accountable for their actions, as demand grows for higher standards of corporate social responsibility

Important to conduct business in an ethical mannero For the business’s long term sustainability o Customers appreciation of good business practices Businesses should not put down their competitors but rather focus on promoting their

own products and serviceso The company should not partake in false advertising or promote anything that

would mislead their customersDescribe the use of business ethics in promotion

e.g. business must be truthful in their disclosures in any advertisement. o Attention to business ethics is on the rise across the world and many

companies realize that in order to succeed, they must earn the respect and confidence of their customers. Like never before, corporations are being asked, encouraged and prodded to improve their business practices to emphasize legal and ethical behavior. Companies, professional firms and individuals alike are being held increasingly accountable for their actions, as demand grows for higher standards of corporate social responsibility

Important to conduct business in an ethical manner

o For the business’s long term sustainability o Customers appreciation of good business practices Businesses should not put down their competitors but rather focus on promoting their

own products and servicesThe company should not partake in false advertising or promote anything that would mislead their customersDescribe the use of technology in customer relationship management

Participant may discuss how technology will play a role in the new rewards program (i.e. via an app for the customer)

How will technology be used to monitor sales and determine success of the program Email messages re sales and product promotion

Describe the use of technology in the product/service management functionIn today’s technologically advanced world, technology is necessary in all aspects of product management. Technology allows companies to project the success of their product and test their markets without spending a lot of money. Technology also makes it easier to conduct research during the first phase of the product cycle

Technology can be used to experiment with new test products – on line sample of products

Can be used as means for surveying existing customers in terms of future wants and needs and providing feedback to samples of new test items

Can be used as a means of reaching new customers through on line mailings and web pages with new test items

Technology can be used as a means of adoption or acceptance of a new product or innovation, according to the characteristics (demographic and psychological) of defined adopter groups

Describe the use of technology in the promotion functionThe internet, websites and most recently social networking are common ways of using technology in the promotion function. Interactive websites offer consumers a different way to use or experience the product. Participants should be careful to not overuse and get too technical with their use of technology given that many senior citizens use emerging technologies such as the internet for email and basic communication and personal interest. (They are participating in online gaming, for example) Computers-world wide web, on line advertising, online sales, on line catalogues Smart phones with updates on sales, promotions, timed sales, one day promotions Links from computers to store for updates on new merchandise and promotionsDescribe types of financial services providers There are many financial services providers for both businesses of all sizes as well as for individuals. Services include investing, brokerage, advice, and financing. A company can raise capital through equity from venture capitalists as well as angel investors (individuals who provide financing hoping for a large return). Both venture capitalists and angel investors will examine the company thoroughly as they would take on a lot of risk. Through equity financing, the owner will give up part of his ownership of the companyOn the other hand, the company can raise capital through debt, usually through a loan from a commercial bank or credit union. In addition, the company can seek funding from the government. Financing through debt requires the company to pay interest periodically as well

as the principal at the end of the term. Sometimes, there will be secured loans, in which there are assets attached to the loan as collateralIn addition to these large organizations, it is important to also consider personal funding as well as family and friendsParticipants are welcome to mention other financial services providers such as investment banks and brokerage firms but they should focus on the financial services.

2 Detail operating procedures for food presentationThe participant, may review the company food presentation standards and quality assurance procedures in place to maintain the company’s desired image. Emphasis on the attention to detail during the food presentation process should be discussed, acknowledging the role of aesthetics in dining.

Detail operating procedures for food qualityThe participant may discuss company food preparation standards and quality assurance procedures in place to maintain the company’s desired image.

Detail the process of “up-selling” and other forms of marketing at tablesideDetail ways to minimize staff turnover minimizing staff turnover will increase a restaurants bottom line participant may include the following in their answer:o managers can increase relationships with employeeso reward employees with perkso offer pay raises as a reward for hard work & commitmento allow students to see how they are able to move forward within the companyo increase employee engagement

Detail ways to monitor quality of prepared foodThe participant may discuss some, but not limited to, the following:

Random testing Mystery diners Regular supervision by trained employees

Determine factors affecting business risk Business risk is the potential for business loss or failure 3 kinds of business risk: economic, natural and human

Economic- occur from changes in overall business conditions (competition, changing consumer lifestyles, population changes, limited usefulness or stylishness of some products, product obsolescence, government regulation, inflation or recession)

Natural- result from natural causes (weather conditions-floods, fires, hurricanes, etc.) Human-caused by human mistakes and the unpredictability of employees or

customers (dishonesty, carelessness, incompetence, accidents, illness, non-payment of accounts)

o In this case, the business risk would be economic as a result of the declining sales

There are many types of risks businesses face—political, financial, social, economic, legal, theft, safety, etc

There are many types of risks faced in the restaurant industry—alcohol, underage

drinking, fire, burns, food poisoning, spills, broken glass, etc It is important that businesses anticipate possible risks and create plans to deal with

these risksIf possible, businesses should find ways to make certain that the risks are prevented before

they occur2 Determine hiring needs

The student in the role of human resources manager should identify hiring needs Will require a meeting with staff and management to discuss the needs Hiring needs may include a wide variety of skills Keeping in mind all of the above needs to be accomplished promptly

4 Determine services to provide customers In order to meet the needs of the customer in todays Hospitality industry there are many facets to be considered. Create a “healthy value menu” To attract customers to the newer products, we can offer a different healthy product at a

reduced price for each day of the week Always provide the best service for the customers. Create a pleasant atmosphere, and

treat the customer as king/queen Services include short and long term rental for individuals and/or groups Group services for companies require office equipment availability, Internet service and

perhaps event management assistance Information about and assistance with area amenities should be available (discounts) information about rental of equipment, walking trails, historic sites should be available long term rentals would require laundry facilities dining room needs to provide for a variety of dietary needs e.g. vegetarian community dining room provides a form of entertainment for guests and a unique dining

experience not found in other restaurants2 Determine the initial feasibility of a product idea

Students can identify that feasibility studies are part of the new product generation process. This process includes things like idea generation, product design and product engineering

The feasibility study should include Marketing research which (both primary and secondary) is done to determine whether or not a new product is likely to be purchased or to be successful.

The feasibility study also includes an analysis of the costs of developing the new product and what price to charge as a result.

The feasibility study also considers the existing product line and how the new product will fit in

The benefits of expanding the product line surpasses the costs to introduce the product Important to gain back part of the market share taken by the competitor Don’t need to introduce a lot of products, just a few that are well researched and that will

attract our target marketDetermine the relationship between government and business.Develop a list of workplace rules and regulations.

2 Develop promotional plan for a business

Develop safety policies/procedures to prevent sanitation problems4 Develop strategies to position a product/business

Positioning refers to the process by which marketers try to create an image for their product in the minds of their target audience. The participant should develop a creative, business-related solution on how to make Old Towne Frozen Pizza stick in the minds of their target market. Some ideas include (but are not limited to): how the product can enhance family life by bringing the family together to dinner table how the product can benefit the customer by allowing them to spend more time with their

family/friends with the same food instead of waiting at the restaurant the product brings “gourmet food” into the home (“Straight from our oven to yours.”) Target market – position product to attract consumers who are environmentally

conscious and concerned about nutrition and animal welfare Consumers want to choose products which suit their “ethical” view of life – disposable

income at level to be able to choose more expensive alternatives in food products Niche market – green marketing High quality – higher price Convenience food – portable Explain how the customer will be attracted to purchase the products/patron our restaurant Take advantage of the history of our business (20 years), and that we are local and

popular Promote the popular products that have lasted and the new ones being introduced A product's position is how potential buyers view the product and is expressed relative to

the position of competitors How did the participant position the product? Was it through product attribute, price or

quality, product user, respect to competitors, etc? Did the Participant list significant competitors and describe their position in the market Did they describe current product/service position in the minds of customers? Did the participant identify an attribute that differentiates the business from its

competitors? Was target market considered?

3 Discuss motivational theories that impact buying behaviorConsumer motivation is linked to Maslow's "hierarchy of needs." According to this model, motivational drivers have different levels of importance. The most common needs are physiological and concern basic survival--the need for food, shelter and safety. Higher-level needs include social ones (for relationships and love), esteem needs (recognition and status) and self-actualization needs (fulfillment of self). According to Maslow, an individual must meet lower-level needs before being motivated to fulfill higher-level needsMotivational Levels Depending on how important a purchase is to an individual, his motivational levels may

vary from low to high. Influences include familiarity with the purchase, status factors and overall expense and value. Where fulfillment rewards are low, as with groceries, motivation levels are also relatively low and involve little decision-making behavior

The behavioral aspect of consumer motivation concerns the actions someone takes before purchasing and consuming goods or services. A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection. She might decide to buy something based on which goods or services most closely meet and satisfy

motivational wants and needs. Marketers aim to gain the most impact and eventual sales by linking their products and services to clearly defined consumer needs and by understanding what motivates people to buy

Motivational levels differ greatly between individuals and are influenced by many external variables. These include the social value of making the "right" decision, beliefs about brands and alignment of brand values and personal values. If other people are involved in the decision, their motivation also affects the behavior of the primary consumer

They may also identify categories of buying motives such as rational or emotional reasons why people eat out and choose one restaurant over another. The key to any business is that they must have a plan to try and understand what consumers are willing to pay for and to try and satisfy their needs. It is not enough to simply open a restaurant and hope customers will come. You have to give them a reason. Maslow is the obvious choice given its popularity in business textbooks. Participant could mention the factors that motivate consumers to purchase without actually naming a theory or theorist. What needs are satisfied when consumers save money on special deals – needs/benefits.

Discuss the impact of a nation’s unemployment ratesThe currency market is the most driven by the Employment Report. An unanticipated rise in employment, for example, means a rise in the dollar. Reactions to surprises relate to the implications on short-term interest rates. The currency market has become increasingly sensitive to the data and pays particular attention to the unemployment rateThe bond market is concerned with what the unemployment rate may indicate about inflation and interest rates. A strong employment report may indicate an economy that is heating up too quickly, leading economists and traders to become concerned about inflationary pressure. However, it can also raise concerns about tighter monetary policy and forthcoming interest rate increases. The equity market looks for rising employment as a sign of corporate optimism and growth potential. It is also concerned with inflation and interest rates, but to a lesser degreeDiscuss the measure of consumer spending as an economic indicatorDiscuss the nature of customer service management

key word here is ‘management’ determine what customers want and then determine how to implement the new plan how will the customers earn points and what will they receive as a reward for what

they have accumulatedDiscuss the nature of human resource managementDiscuss the role of ethics in operations ethics defined as what you believe is morally right participant may discuss current trend toward non-GMO in food (relate to company like

A&W who have moved away from GMO food and use meat without antibiotics)Distinguish between economic goods and servicesAn economic good is a physical object or service that has value to people and can be sold for

a non-negative price in the marketplace Economic goods are tangible items such as products or materials that satisfy

consumer wants or needs

Economic services are intangible and satisfy consumer wants or needs such as haircuts, dry cleaning, or massages. Services cannot be owned or returned by someone as could be with a good. Services are delivered by a service provider who is paid to do so by a consumer

In the case of a food court, businesses provide both a good (the food) and a service (the act of preparing and serving the food) to the consumer

Ensure equitable opportunities for employeesEstablish a relationship with the customer

2 Establish policies/procedures for preventing internal theft3 Explain components of advertisements

Text, image and the organization of the elements Student should explain that advertisements should be appealing, clear and concise Different mediums of advertisements require different focuses Different mediums of advertisements are: print, radio, television, direct mail, internet

3 Explain customer/client/business buying behaviorBuying behaviour deals with the reasons or motives customers have for their buying habits, such as where to eat and what to eat when they go there. Eating out is a choice, not a necessity and customers will have to prefer what one establishment is offering more than another. This could include the prices being charged, the quality and type of food offered, the atmosphere inside the restaurant, the locations, even the commitment of the restaurant to issues like sponsoring local teams. Sometimes, customers may not even be able to explain why they choose one place over another other than the fact that they simply feel more comfortable thereParticipants may ask a number of the following questions to determine the buying behaviour of customers:

Who are the customers for electric versus non-electric vehicles? Create a profile of the customer buying process? How do the customer groups differ from one another? What, when and where do customers buy? How do customers rate the NISSAN on quality, service, and value? How satisfied is each customer segment? What customer segments are not having their needs met? Is your customer base increasing or decreasing? Why?

The participant may discuss some/all of the following ideas: need of product/service availability of product/service cost/affordability evaluation of alternatives internal conditions ie. demographics, psychographics, personality etc.

Explain ethical considerations in providing information Information ethics has been defined as "the branch of ethics that focuses on the

relationship between the creation, organization, dissemination, and use of information, and the ethical standards and moral codes governing human conduct in society". It provides a critical framework for considering moral issues concerning informational privacy, moral agency, new environmental issues problems arising from the life-cycle

(creation, collection, recording, distribution, processing, etc.) of information (especially ownership and copyright, digital divide, and digital rights). Dilemmas regarding the life of information are becoming increasingly important in a society that is defined as "the information society". Information transmission and literacy are essential concerns in establishing an ethical foundation that promotes fair, equitable, and responsible practices. Information ethics broadly examines issues related to ownership, access, privacy, security, and community

In this case, there is a certain amount of privacy on the part of the evaluators, but because of the public nature of their comments, the companies they are evaluating are demanding more information on the evaluations and evaluators

The accountant had an ethical and moral obligation not to insider trade If a person has access to information as a part of their job, they are morally bound not to

use it for their own gain. They are also ethically bound not to share the information In this case, the accountant used the information to defraud shareholders of the

manufacturing firmExplain how to achieve high-quality food presentation

The participant may discuss some, but not limited to, the following: Proper and frequent training Quality assurance/quality control in place Emphasis on company image Hiring of competent employees Hiring of third party image consultant

6 Explain key factors in building a clientelePeople eating in a restaurant are making a choice. This is normally not a matter of necessity. Therefore, they will choose to eat at this restaurant if their needs are being met. Some of the more obvious reasons they would have are:

The food is good The prices are right They enjoy the ambiance and feel welcome They know the owners They respect and support the restaurant as a member of the community They want their children to be exposed to different dining situations They don’t feel like cooking themselves

If the restaurant owners and management want to rebuild their clientele, they must address these (and perhaps other) issuesStudents need to demonstrate an understanding of why customers will patronize a business; ie, what can the business do to continue attracting and keeping customers. It will not be enough to advertise to attract new customers, it is also necessary to satisfy them in order to keep them coming back frequently. Eating out is not a necessity. Consumers have a choice as to where to spend their money and they will generally do so in a place they enjoy.

The market (consumer attitudes) could be changing, and what has worked in the past is no longer popular.

The demographics (types of customers in the area) may be changing (aging?) There will likely be new competitors that may be trying to copy your success Ensure

every customer has a pleasant experience at the restaurant Relate to creating brand loyalty by providing an excellent product with supreme service

in an amazing atmosphereStudents could also be more specific and include examples of different types of events or promotions the restaurant could use. Just like retail stores change their window and interior displays, even a restaurant has different things they can do to give the customers a new look or feelThis case tries to deal more specifically with having the proper menu items.

Did the student explain and develop a defined plan for building and keeping customers?

Did the student address issues related to competition and competitive advantage?Explain management’s role in customer relationsExplain measures used to analyze economic conditions

3 Explain menu items A menu item is the goods/services offered by the company at a set cost. The participant should acknowledge that the item must be offered at a low cost and therefore needs to be relatively inexpensive to createExplain promotional methods used by restaurants Does the student explain types of promotion often used by restaurants? (For example:

TV, radio, flyers etc.) An “exceeds expectations” answer should give an example of a restaurant’s promotional

method2 Explain routine security precautions

Most stores now incorporate magnetic tags and doorway sensors. Many also now search their employees bags as they exit the store after a shift. The key here is that it must be done for all items, and for all employees. (This however won’t be effective when the manager who is checking is part of the theft problem.)

Regular rotating inventory checks will find specific areas with shrinking inventory. Security cameras are also an option In this case it would be wise to inform staff of the situation, that jobs have been lost and

that the specific staff who have been fired are not welcome in the store anymore. Hotel security departments usually use preventative tasks such as patrolling, monitoring,

and investigating in order to prevent problems Employees’ are properly screened to ensure that they are trustworthy

Guests are offered storage vaults or boxes to store valuables Adequate lighting is provided in the surrounding environs to ensure that guests and their

property are safe from intruders All staff should be trained in safety and security issues and to consider privacy of

information eg. What room a guest is in3 Explain stock-handling techniques used in deliveries

The process of handling stock for deliveries is usually simple. The restaurant will prepare an order of items it wants from a supplier. The supplier will send the shipment on a truck along with either an itemized delivery slip or an invoice for whatever is being delivered. When the items are being moved from the truck to where they are being stored, someone from the store should be verifying the proper quantity and quality of items is being received. Once this is done, the paperwork for the delivery should be signed by both driver and receiver, and each will keep a copy for their records. The store owner,

manager, or accountant, whoever is in charge of paying the bills, should compare all records to ensure they balance. It is important to realize that dishonest people do exist, and in our case, it could be a driver, one of our employees, a manager, or even our bookkeeper. The owner should always be prepared to watch his own business and money and eliminate situations where temptation might be acted on.

Explain storing considerations. 4 Explain the concept of competition

The rivalry between two or more businesses to gain as much of the total market sales or customer acceptance as possible Helps to maintain reasonable prices, provides consumers with new and improved products, and results in a wide selection of products from which to choose. Forces businesses to operate efficiently. In this case there is a competition between the companies being evaluated, and the evaluations can have a great effect on competition

Competition Did the student discuss the pros and cons of competition? Did the student address issues related to competitive advantage?Competitors Who are the direct/indirect competitors?

What target market are they competing for?.Explain the concept of how to show consistent appearance in prepared foodsThe participant may discuss/propose the concept of an assembly line kitchen. Each component of the food product corresponds to a particular individual, therefore placing accountability on that person and permits for identification of the problem area and rectification.

3 Explain the concept of marketing strategiesAn organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing planYour marketing strategy is an explanation of the goals you need to achieve with your marketing efforts. Your marketing strategy is shaped by your business goals. Your business goals and your marketing strategy should go hand-in-handA marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goalA marketing strategy is most effective when it is an integral component of firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena, corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep

marketing in line with a company's overarching mission statementBottom line: think of the definition of marketing strategy as the high-level rules that direct your marketing activities. For example, if there’s a single influencer who touches all your customers and has a significant impact on the way those customers try to solve their problem... one of your strategies may be to focus on building a strong relationship with that influential individual or companyMarketing strategies are the chosen mix of short-term and long-term marketing activities coordinated to achieve the goals of the business. The strategies used vary depending on the stage of the product life cycle, nature of competition, and availability of resources to commit to marketing efforts. Examples of strategies include but are not limited to:

- Market Introduction Strategies – the primary goal of these strategies is to increase awareness of the product and entice potential customers to try it

- Market Growth Strategies – the primary goal of these strategies is to encourage continued use of the product and increase new sales

- Differentiation Strategies – the primary goal of these strategies is to emphasize competitive advantages over competitors to sway the potential customer in the company’s favour

Market Dominance Strategies – the primary goal of these strategies is to emphasize the organization’s leadership in the market and aggressively maintain that position

Explain the concept of private enterprisePrivate enterprises are organizations owned and operated by individuals and not on behalf of government institutions. Individual people earn profit or provide services on a not for profit basis for their own benefit

7 Explain the concept of product mixA product mix is a range of related products that when sold together yields larger sales. For example, selling a chicken burger in a combo as opposed to individually A product mix is the full list of all products offered for sale by a company. In this case, the product mix will also include the service of catering. A product line is a group of goods/services in the product mix that have some kind of similarity. A product is the individual unit. The product mix can have both width (variety of products or product lines) and depth (the assortment of items offered within the product mix). Width – what are we offering? Do customers pick up the food or do we deliver? Will serving the food be done by the customers or do we provide staff? Depth – what food will be offered: current menu, additional items (party favours, napkins, cutlery). These decisions will also include the types of functions (dinners, parties, company meetings or picnics)All the different products a company sellsProduct line – group of related products – in this fast food restaurant – the burger line Depth – adding Tasty Pork is an example of product depthParticipant should identify Pork Tastyas product depth – and indicate whether or not it is consistent with the company image and other products in the lineLikely, participant will mention R&D requirements, surveys, branding, etc. – all factors to be considered when adding to product offeringsStudents would be expected to give a definition of product mix, and perhaps some related terms such as product line. A product mix is the full list of products offered or sale by a company while a product line is a group of similar products. There are certain economies of

scale in keeping the number of items offered for sale to a minimum (McDonalds originally only sold 9 separate items), but today’s customers are more sophisticated and demanding. The addition of other product lines (healthier foods) would attract more customers (especially from their competitors)Product mix is a specific marketing term that is defined as all of the different products that a company makes or sells. This will include not only our food, but other items that will reflect on our image; for instance, customers that would be interested in low-fat foods might also be interested in using containers that didn’t harm the environment. This would include washable cups, plates and silverware along with recyclable products for take-out items. It would also be important to provide a mix of goods that reflects the preferences of consumerseExplain the nature and scope of marketing research

Marketing research is the process of collecting and analyzing information that can be used to solve assorted business problems. It will usually involve identifying and defining a problem, generating a system to identify what information would be required and how to obtain it, collecting the information, and finally interpreting and analyzing it to provide the best possible information. The scope of marketing research in today’s society would be how widespread this activity is. Most larger businesses regularly use some sort of research because it is generally expensive and they can better afford it. There are, however, two types of research. Primary research is information collected by a company for its own specific purpose and use. Secondary research is information that has been collected by someone else but which can be used by others. This would be cheaper to obtain and makes it useful for smaller companies. Finally, market research could involve collecting information on a wide variety of topics such as customers, sales, advertising, economics, new products, competitor behaviour, corporate social responsibility, etc.

Explain the nature and scope of purchasingThe purchasing function of a business ensures that all production materials or inventory items are available for use when needed. In this case, various chemical ingredients are vital to the business. Effective purchasing must be cost effective and efficient and take into account the quality of raw materials, where they are coming from, and what future costs are expected to be (will raw materials increase in price over time, will there be a shortage of raw materials due to external factors, etc). In this case, students are faced with the decision to pre-purchase a bulk quantity of an ingredient at a discounted price at a time when necessary funds may not be readily available (liquid). Purchases must stick to a budget communicate effectively with the accounting/finance department

purchasing function of a business ensures that all production materials or inventory items are available for use when needed

participant may discuss importance of finding vendors who will be reliable in delivering non-GMO goods consistently

Explain the nature and scope of the product/service management functionProduct management includes developing a product plan, which includes defining goals and objectives, specifying tasks or how goals will be achieved, what resources are needed, and associating budgets and timelines for completion. It also includes implementing the plan along with careful controls to stay on the “critical path”, that is to ensure the plan is being managed according to plan. Product management usually follows major phases with various

titles for these phases, including feasibility study, product planning, implementation, evaluation and support / maintenance

Service manager is responsible to make sales and maximize profit margins Respond to customer requests Provide customers with best service possible Determine products needed for customers Responsible to manage the other staff Report to the owner Decisions based on products, pricing, distribution and promotions

Explain the nature and scope of the selling functionParticipants should identify that the selling function provides consumers with the products or services that they want or need. They should also mention that this includes all members of the distribution channel. Participants should explain that the selling process is a personalized communication and influences the purchase of a product or service and future salesParticipants should identify the various levels of personal selling in the apparel industry as it relates to the level of interaction with customers: Stores that promote a discount image – may have limited sales staff who offer little

service beyond checking out at the cash register Stores that attract customers interested in exclusive, ‘pricey’ items have sales personnel

to not only help customers make buying decisions, but also make customers feel important

Participants should identify that the selling function is not necessarily the same for male and female customers in a female clothing store and that differences should be present to ensure that all clients are being served and all receive the same level of quality from the sales experience

Explain the nature of direct advertising strategies Direct advertising sends messages directly to customers without the use of media;

examples include direct mail, email and telemarketing Direct advertising also emphasizes a measurable response from customersExplain the nature of effective written communication Identify modern communicative technology and its impact on the field of marketing Demonstrate knowledge of different methods of written communication including

printed and electronic e.g. letters, memos, and reports for intra-department and company communications

Identify appropriate procedures for using communicative technology in a professional manner when considering legal and ethical implications—use of proper netiquette

Demonstrate knowledge of the 5 ‘C’s of communication: clarity (the message is easily understood, avoid using all capital letters), concise (include only what is necessary), correct (proofread and use proper spelling, grammar and punctuation, check

spelling of names,courtesy (good manners)completion (include all information, and not forgetting attachments)

Identify the principles of verbal and nonverbal communication—speaking, writing, listening, reading, and body language

2 Explain the nature of inventory control systemsAn inventory control system is a process for keeping track of objects or materials. In terms of inventory for resale, whether it was manufactured by the company or purchased from another supplier, there are countless opportunities for companies to “lose” inventory. This loss of inventory is referred to as shrinkageThe most common methods would include employee theft and shoplifting, but sometimes shrinkage is due to damage in transit, administrative errors such as shipping errors, warehouse discrepancies, and misplaced goods, and vendor fraud. When dealing with perishable goods, such as produce, natural spoilage is also a source of shrinkage. In a restaurant, it may not even be deliberate. Anytime an employee accidentally spills a glass of milk, shrinkage is occurringAn inventory control system is whatever the organization puts in place to help it keep track of goods. This will include two aspects: 1. determining if anything is missing and when and how it likely happened2. instituting measures to prevent the loss.

Traditionally, companies have relied on the honesty of its managers, employees, and customers, but where necessary, have instituted procedures that involve people filling out paperwork at all stages of handling and someone like a manager or accountant will be responsible for making sure all paperwork matches. Modern inventory control systems are almost exclusively based on barcode technology. Though barcodes were initially developed to automate the process of grocery store checkout, their ability to encode a wide variety of alphabetic and numeric symbols makes them ideal for encoding merchandise for inventory applications. Inventory control systems work in real-time using wireless technology to transmit information to a central computer system as transactions occurHowever, since this business is “a small, locally-owned fast food restaurant”, most of the inventory is delivered in small shipments and stored in the back of the restaurant where several people probably have access to it. The most likely sources of shrinkage are: employees eating some of the food without paying for it employees actually stealing items and taking them out of the store employees falsifying customer bills and pocketing some of the money employing wasteful handling procedures that results in a lot of potentially good food

being destroyed or thrown out. This could involve spills during the serving process poor staff communication that results in customer orders needing replacement Improper receiving procedures for incoming shipments

2 Explain the nature of overhead/operating costs Fixed costs that are “sunk costs”, i.e. already spent and not material in decision

making Arbitrarily assigned on a per unit basis for accounting reasons Will decrease on a per unit basis as unit produced increases; this will have no real

impact on business Explain the difference between fixed and variable costs Fixed costs do not fluctuate due to the number of items sold Variable costs fluctuate depending on the total number of items soldOverhead costs and operating costs deal with different types of company expensesOverhead costs generally relate to expenses necessary for the functioning of the business but which do not help to directly generate profits. Typical of these would be rent,

gas/electricity, indirect wages). Examples of rising overhead costs would be for the installation of security cameras or more expensive cash registers that would reduce employee errorsOperating costs are the recurring expenses which are related to the production and sales of a business, and therefore directly related to profits. These include direct wages, advertising, and food preparation, such as our food preparers using too much of the inventory to make our menu items. If too much food is put on a plate, or too much food is wasted in making the food, our operating costs will rise compared to sales. Since all costs will eventually reduce the amount of profit a business has, any expenses the business has related to inventory control systems and shrinkage are importantIdeally, the money spent to install and implement these systems would more than make up for the amount of shrinkage a company faces, but it still has an impact on the efficiency of a business when one includes the additional time necessary to monitor and administer these procedures. Overhead and Operating costs combine to add up to the costs of operating the

business These costs can either be fixed (overhead) or variable (operating) Overhead costs (fixed) must be paid regardless of the level of production or sales

o costs that remain the same for a period of time (insurance, rent, hydro, water, heat, wages, taxes)

Operating costs (variable) are dependent on the business’ level of production or saleso can change monthly depending on the needs of the business (advertising,

office supplies, utilities, packaging, labour salaries)5 Explain the nature of positive customer/client relations

The participant should demonstrate an understanding of this concept through examplesA positive customer relations mindset means believing that your customers:

Deserve the very best Are your employers Deserve your focused attention Have the right to expect things of you Have important problems and complaints

Positive customer relations yield benefits to the: Business Employees Customer

Businesses benefit by being: Employees may receive: customer compliments perhaps a raise or promotion for good customer service skills

Customers may benefit from: a more pleasant, satisfactory buying experiencePositive customer relations need to be demonstrated when speaking to customers in person, over the phone, or online. It should also be evident while handling customer complaints, inquiries and requests. Demonstrate good customer relations by doing the following: considering and attempting to meet their needs

concentrating on the without distractions follow up with them following through on what you say you are going to do

being efficient in handling issuesExplain the nature of sales forecasts Participant should outline that sales forecasts are an estimate of probable future sales of

products in units and dollars Answer may include: A total estimate of a market is calculation. Competitor sales are

analyzed. Forecasts include individual estimates for the various products. This portion is the company’s market share

Sales targets (monthly, quarterly, semi-annual, annual) are measured as a performance standard

Sales forecasts should be revisited and revised on an ongoing basis (i.e. monthly)a) How will they manage sales orders?b) Develop training strategies for maintaining customer satisfaction.c) Determine when to schedule launch of products

Explain the nature of staff communicationStaff communication refers to the sharing of information within an organization. This can involve communication from management to other staff members (top-down communication), communication from staff members to management (bottom-up communication), and communication among staff membersStaff communication is an important way to keep staff up-to-date on information that affects the business and that is necessary for them to effectively do their jobs. The student should explain the role does staff communication plays in workplace safety What is the purpose of changing the current staff communication structure

o Improve productivityo Cut costso Ensure congruency of information relayed to customers

Explain the need for hospitality and tourism marketing informationMarketing information is needed in order to provide management with relevant, reliable, and current informationFigure out best medium with which to communicate to customersAssist in improving customer relationshipMarketing information has to do with market intelligence, which will tell us:

o market sizeo market shareo competitive analysiso market trends o competitive analysis

Ensure that the product best satisfies the needs of your potential customersTo identify suitable potential customers and market segmentsDetermine the most effective pricing strategyDetermine the most effective promotional mixTo see the sales trendsTo allocate budget smartly

Explain the purposes and importance of creditCredit enables businesses to obtain products or money in exchange for a promise to pay later. Businesses use credit to buy materials and supplies from other businesses and credit makes it possible for many companies to purchase goods/services who otherwise would not have the means to do so. Also, companies can extend credit to provide purchasing incentives to customers, enhancing their sales revenue. A business would use credit to purchase product for resale as well as supplies and

assets for the daily operations of the business It would extend credit to customers to increase sales and earn higher profits while also

collecting interest for using credit Credit allows customers to be able to purchase products and pay over a period of time

and not have to pay cash in one lump sum,Explain the receiving process. Explain the rights of workers Participant may discuss the following rights of workers: To be treated fairly and ethically To be compensated for work done To receive benefits as outlined in company policies and procedures To vacation as per provincial laws and company policies To work without harassment

Explain the role of customer service as a component of selling relationshipsSelling relies on repeat business – customer service drives repeat businessIntegral to successful selling is good customer contact. Service extras are what the customer will remember and cause him/her to returnProduct knowledge is part of customer serviceParticipant should mention specifics of customer service as it applies to The Shed – product knowledge, speed of service, acknowledging customer concerns. In this case, acknowledge should be made of the fact that the server was likely at fault and that the table in question could have been offered the discount, or some other incentive to return to the restaurant. Ensuring customer satisfaction must be the goal.

Explain the role of ethics in human resource managementEthics would require the restaurant to follow all legal requirements and to maintain adequate records, perform audits, train employees regularly and employ all safeguards to prevent information leaksThe restaurant must acknowledge its role in info management and communicate to consumers its commitment to protection of all sensitive dataParticipant could define ethics as its applies to information gathering and managementProtection of data; privacy of the customer information – two concepts likely to be includedThis is where the participant could indicate how the server could have handled the issue differently – addressing the customer’s concern and offering some sort of assurance of a change to errorStudent may add that the requirement in Ontario is that only the last four digits be printed and that the expiry date not be included on the printout.

3 Explain the role of promotion as a marketing function Promotion is part of the marketing mix Promotional mix includes personal selling, advertising, sales promotions and public

relations/publicity Talk about promoting brand image and creating brand identity and loyalty Increase awareness Increase sales Persuasive communication Informs people about products and services Used to enhance public image, reputation and to persuade people that the company’s

products are valuable Goals of promotion = AIDA – first attract Attention, then build Interest and Desire and

finally ask for Action Promotion used to convince prospects to select ABC services instead of the

competition Promotional activities explain the major features and benefits of the product/service,

identify where it is sold, advertise sales, answer customer questions and introduce new offerings

Product promotion helps companies to foster good relations with existing customers and creates loyalty

2 Explain the role of situation analysis in the marketing planning process SWOT analysis: measure of Strengths, weaknesses, opportunities and threats SWOT analysis should distinguish between where your organization is today, and where

it could be in the future Once key issues have been identified with your SWOT analysis, they feed into

marketing objectives Study of the internal and external factors that affect marketing strategy SWOT Examination of the overall market – opportunities and threats, competition

Participant could perform SWOT analysis and determine that the opportunity is ripe for a new product launch – this is the expectation of the ownerExplain the role of training and human resource development. Explain the selling process Basic selling process: identify need/want, find information on alternatives, evaluate

alternatives, purchase, evaluate post-purchase satisfaction Many customers need help in determining the correct products to solve their problems

Store personnel have the opportunity to up-sell and cross-sell other products while the customer is thereExplain the types of advertising media Mail Print Advertising – Newspapers, Magazines, Brochures, Fliers Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events Broadcast advertising – Television, Radio and the Internet Covert Advertising – Advertising in Movies Celebrity Advertising

2 Explain the types of business risk. 3 Follow safety precautions

Were the students’ recommendations in the interest of safety?

Did their suggestions align with modern safety procedures The manager needs to make certain that all employees are aware of the safety

procedures and practices these procedures New employees need to be trained as part of their orientation After an incident, the staff needs to review the incident to see what can be learned for

the next time If employees do not follow these safety precautions or do not take them seriously, the

manager should discipline them As always, the manager must lead by example

5 Generate product ideasThe conditions given involve low-fat alternatives to other fast food places. This recognizes that the target market will include customers with knowledge of nutritional information and a desire for healthy eating. Our location is near a large shopping mall. Most of the customers will probably be middle and upper aged adults, some with young children. The more popular sandwiches would be chicken, turkey, tuna, salmon, tomato, cucumber, egg, etc. Avoid the heavier red meats, although it might be acceptable to have an option of lean roast beef. Soups selections should concentrate on low sodium and mostly clear soups. Since we are not a chain, it would be acceptable to try different types of soups on a rotating basis and eventually we would find which ones were more desirable. The sides should include a variety of salads (healthier choices like spinach, house, and cole slaw), an assortment of fresh fruits or fruit salads, and possibly cookies or “sweets” that have been prepared with healthier ingredients. The beverages should include a variety of teas and coffees, as well as water, juices, and diet drinks. The conditions also included little food waste. Students could suggest using some of the scraps in the soup or buying fresh to avoid having to dispose of cans, cartons, and other packagingAs previously mentioned, the participant should acknowledge that the product must be low in cost to the consumer as well as small in portion while maintaining the quality that the company is known for. The participant may generate any number of products that fit this criteria, as long as it falls in line with the restaurant’s chicken theme Introduce soups, cold meats sandwiches, wraps Freshly squeezed juices, vitamin water

Give directions for completing job tasks. 2 Handle customer/client complaints

Similar to handling difficult customers – remain calm Follow a step by step process Listen to the complaint Apologize for customer feeling this way Try to explain why this situation may have occurred, If possible rectify it, or call

someone more superior (manager) who can Acknowledge the frustration and disappointment that the customer must be experiencing Admit that this was a human error on behalf of the staff and that errors do happen and

you will do everything you can to locate another watch for the customer2 Identify and give examples of positive work attitudes.

Identify company’s brand promiseParticipants should make the connection between the company’s slogan, “A positive

place for positive results” and the mindset of the employees. Brands are names, terms, designs, or symbols that distinguish a product from their competitors and they communicate features, benefits, qualities and value. Effectively using the slogan will help build product recognition, customer loyalty and ensure consistent qualityIn this case the company’s brand promise is delivered through their brand name (the name of the company), and their slogan to build that into their entire business through employee behaviour and customer’s expectations and the importance of living up to it to maintain their image

5 Identify factors affecting a business’s profitProfit is the monetary return a business` owner receives for taking the risk of investing in the business. Profit equals income less expenses. There are two types of profit: gross – the money left over after the cost of goods is subtracted from sales, and net – the money left over after the operating expenses are subtracted from the gross profitFactors that affect profit include: the demand for the good/service, expenses, prices, the economy, and chance. To increase profit, a business can increase worker efficiency, increase sales or decrease expenses Revenues: number sold * sales price per ruler Expenses: Fixed costs + (variable costs * number produced) 4 P’s of marketing – Product; Price; Place; Promotion 4 C’s of marketing – Consumer wants/needs; Cost to satisfy; convenience to buy;

Communication The amount of sales The cost of the merchandise Price merchandise is being sold for Amount of overhead Cost of sales Competition Success of an advertising campaign Merchandise that is being sold Ability of the sales staff Ability of staff to close sales and to add on sales once an initial sale has been closed Revenues: rentals Expenses: advertising, salary, rent, utilities expenses

2 Identify features and benefits of menu itemsLow-fat menu items are more of a catch-all phrase for healthy eating. Calories alone are not the only issue people are interested in. Other terms like “low-calorie” and “diet” are also of interest to customers. More and more people are getting interested in protein and fibre as part of their diet. We can’t be all things to all people, but we can try and promote healthy eating. Proper eating habits and proper food choices are part of a life style which may include more exercise, natural supplements, etc. The fact that people are thinking of eating well is a sign that they are trying to be healthy. Our menu items are being chosen to help people feel good about themselves, both physically and emotionally

Identify information monitored for marketing decision-makingTarget and segment markets for a new endeavor need to be explored thoroughly. It is possible to identify the type of customer that would be more likely to eat in each of the two styles of restaurant. The majority of the information required would involve determining the

demographics and psychographics of the potential customers in each city. Demographics are the finite or definitive characteristics of a group of people in an area and would include a combination of age groups, incomes, education, occupation, type of dwelling, living downtown or in suburban areas, size of the family, etc. Psychographics deals with is their attitudes and interests

The company would also have to determine the competition already in each market to determine if there are enough customers to support an additional restaurant how often customer frequents establishment revenue per customer area that customers come from demographic characteristics revenue per customer

Identify market segmentsMarket segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them.A market segment should be:

Easily and clearly identifiable Measurable Accessible by promotion, communication and distribution channels Different in its response to a marketing mix Stable (not changing too quickly) Appropriate for the company’s policies and resources Substantial enough to be profitable

Segments may be Geographic, Demographic, Psychographic or Behavioral2 Identify methods/techniques to generate a product idea

Students can mention processes like brainstorming, product mapping (finding gaps or niches in the market for a certain product or service), SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, Secondary market research (websites, periodicals, databases), Primary market research (Surveys, Focus Groups)

The participant may discuss some/all of the following ideas: creation of a focus group in-restaurant surveys analysis of market trends

How did the participant come up with this new product/service idea? What was the rational/inspiration behind it? How did they determine if this idea would be successful?

3 Identify product opportunitiesNeed to identify appropriate target markets and further develop their individual needs and wants. This would be preferable to simply advertising a general service. Many of the answers will be based on the specific location and demographics we deal with. Requires market research, market segmentation, product research etc

2 Identify product(s) to fill customer need(s). Identify quality-control measuresA business builds a loyal clientele and many people in other cities would be aware of their

name and image. Customers will have an idea of what to expect when they go to any location with the same name, and therefore, it is very important that the quality, presentation, product is carefully duplicatedIt should be relatively easy to use the same suppliers for all locations. The bigger and more flexible issue will involve consistent presentation. In the case of a restaurant each cook usually develops their own particular “touch” with the food they are preparing, and extensive training or rigid guidelines will have to be in place to ensure consistent quality among locations. This will even involve the presentation and serving of food to the customersThe Head Office should also consider having area supervisors who would travel from location to location to ensure the consistency was being maintained.Identify resources needed for a project

2 Identify standards for purchasing fresh food itemsFresh items for sandwiches will mean shopping every other day. Fresh food is determined by colour and crispness, while freshness for fruits and salads is based on bright colours. The owner must be prepared to do his own shopping to ensure getting the right ingredients rather than relying on a larger food supply company to bring whatever they have available. Most bakeries will make deliveries of fresh goods daily, if not every other day. It should be noted that the smell of fresh bread is very appealing to customers. There are small ovens that can be purchased for making bread on the premises and fresh bread is often more important to the taste of a sandwich than fresh ingredients.

3 Identify the elements of the promotional mixThe combination of personal selling, advertising, sales promotion, direct marketing and public relations make up the promotional mix. Each plays a vital role in promoting businesses and their productsReference:

o Personal Selling – Personal selling requires that a company employ sales representatives who generate and maintain direct contact with prospects and customers. It is one of the costliest forms of promotion. Direct contact can take the form of personal meetings, telemarketing, email contact and correspondence

o Advertising – is a form of nonpersonal promotion. Companies pay to promote ideas, goods or services in a variety of media outlets. Advertising can be found everywhere from magazines, newspapers, televisions and web sites to gymnasiums and city buses. With advertising a company engages in one-way communication to the prospect or customer

o Sales promotion – represents all marketing activities – other than personal selling, advertising and public relations that are used to stimulate purchasing and sales. The objectives of sales promotions are to increase sales, inform potential customers about new products and create a positive business or corporate image

o Direct marketing – advertising directed to a target group of prospects and customers rather than to a mass audience. The two forms of direct marketing are printed direct mail, which is information sent via regular mail to home or business and electronic direct mail. The goals of direct marketing are to generate sales or leads for sales representatives to pursue. Generally direct marketing generates a response from the targeted customer i.e. special offer coupon. Direct marketing gives recipients an incentive to respond

o Public Relations and PublicityPublic Relations (PR) – activities enable an organization to influence a target audience. Often public relations campaigns try to create a favourable image for a company, its products, or its policies. However, companies can rely on public relations strategies and techniques for many reasons. One of the goals of a public relations program is to cultivate media relations with reporters who cover a specific industryOne of the most important media tools is the news release. A news release is an announcement that is sent to the appropriate media outletsPublicity involves bringing news or newsworthy information about an organization to the public’s attention. This process is known as placement. The main function of publicity is to develop a positive perception or awareness of the organization in the marketplace. The right kind of publicity can create and maintain a company’s image; negative publicity can devastate it. People like to do business with respectable companies. Placement of publicity is free. A news story on the evening news is free while advertising can cost thousands of dollars. News reporters are usually viewed as more objective than advertisers. The disadvantage is that you cannot control the content of publicity

Identify the impact of product life cycles on marketing decisions Increase marketing at the Introduction Stage of the product life cycle Growth stage of product life cycle, increase advertising Maturity stage of product life cycle, maximize marketing campaign Reduce marketing at the decline stage of the product life cycle

Five stages of the PLC – Introduction, Growth, Acceptance (maturity), Decline and Decision Point

PLC explains the different stages of customer acceptance of an item Introduction – birth of a new product, very expensive stage as dollars are being

poured into developing the new product. Early adopters are the consumers who will purchase the goods so marketing should be focused on these trendsetting consumers. Advertising in magazines are through popular media outlets (celebrities) are also useful for engaging the early adopter

Growth - Customer acceptance is limited at this stage as the item is new – the item is available on a small scale – retailers purchase small amounts and watch to see how they are received by the customers. Marketing decisions are crucial at this stage – advertising should be at its height because the product still needs to catch on. Word of mouth advertising is also important here. Do not want the product to be removed early (BUST)

Maturity – sales increase slowly at this stage. Advertising here is based on the reputation of the product that has lasted so long

Decline – marketing here may be based on a change in price, packaging/design, or the campaign

Decision Point – it is at this point where marketers may elect to completely repackage or rebrand the product in attempt to create a new buzz

Students will present various ideas that will fit within this framework. Students should recognize that marketers need to be mindful of their customers and

their progressing acceptance of the goods they offer. Various promotional strategies

should be utilized in order to keep customers interested in purchasing booksmay also discuss fads, niches, or seasonality in looking at how to respond to sales opportunitiesParticipant should identify the stages of life cycle and that Tasty Burger’s new product offering is at the development stage and requires the associated promotion and attentionThe student could indicate the necessity of market research to determine target market, effects of this new product on the current offerings, price, etc.Interpret business policies to customers/clients Employees should be well trained on the policy. Provide many examples of how the

policy can be interpreted After this situation has been handled, it should be used as an example for employees for

future reference Phone and explain clearly that the restaurant is sorry that COMPUTER CORP’s visit

was unsatisfactory Explain the new changes Book a new reservation

Interpreting business policies typically involves explaining company procedures, often written in bureaucratic language, to customers who are already irritated and upset. By acknowledging their frustration and using plain and ordinary language to describe what's required from the customer to proceed, customer service representatives can diffuse a tense situation, maximize the opportunity to conduct a successful transaction and provide pointers to other information, such as brochures, website links and other phone numbers for help and supportBack up the business policy by describing how it helps streamline business transactions that actually help customers in the long run. Provide details about why changes to previous policies make the current policy more advantageous in terms of long-term gains. Cite any laws, studies conducted, customer feedback obtained or conventional business practices that reinforce the implementation of the business practiceInvolve customers in the interpretation of any business policy. Ask for candid feedback about how the rules impact their business. For example, record input with online surveys using free software applications such as Qualtrics, Zoomerang or SurveyMonkey. Publish your findings so that customers can see that you have taken their feedback seriously and intend to act on their suggestionsPropose an implementation date that allows the customer time to adjust to your new policy and enforcement of a current policy. Ensuring customer satisfaction involves validating that new mechanisms meet the needs of existing customers and future customers alike. Interpret descriptive statistics for marketing decision-making. Lead change

2 Make a list of qualities of successful food service employees Make oral presentations

Is the student speaking professionally and communicating clearly Are the indicators flowing into each other smoothly Is the student speaking directly or are they reading from their notes

Monitor and maintain food-holding temperatures3 Plan product mix

The process of coming up with a business idea for a manufactured good, preparing the good for production and then introducing it to the market. Product planning involves managing the product's manufacture and development by selecting marketing and distribution approaches, making modifications, setting and changing prices, and offering promotions.A range of associated products that yields larger sales revenue when marketed together than if they were marketed individually or in isolation from others. Determining the best product mix requires extensive research.Prepare simple written reports

2 Provide directions for completing job tasksThe participant as human resources manager is to outline a set of directions to complete the job tasks. This might include:

Instructions to assess employees needed to work the event Hiring process Instructions for orientation and training of new and existing employees Instructions to evaluate and to reward employees Instructions to identify employees the company may wish to hire for other events in

the future Give clear directions Be consistent Treat employees fairly Be firm when necessary Set a good example Delegate responsibility Foster teamwork Be ethical

Reinforce service orientation through communicationService orientation refers to a focus on service. In communication, service orientation can be maintained by demonstrating emphasis on customer service in all communication. Similar to handling difficult customers, communication with a service orientation should demonstrate empathy and a focus on finding solutions that will satisfy the needs of the customer

staff to be trained in proper customer service techniques, including greeting customers, asking to assist them, wishing them a good day when leaving, etc

customer service training, tips and messages to take place on on-going basis in staff meetings, employee newsletters, employee bulletin boards

training to include role plays of customer service situations thanking customer to be part of role plays concluding transactions at cash employees must make it clear to customers that we want to help them; the whole

experience in our store must be positive open communication from customer – employees – management (full circle) customers can be given opportunity to fill out comment cards/on-line surveys,

perhaps with chance to win something/discountsemployees also be given chance to fill out feedback forms, surveys, suggestions

Respond to customer inquiriesSelect a target market

2 Select advertising media Participant demonstrates an knowledge of advertising media (four categories: print,

broadcast, online and specialty) Participant outlines a media plan with rationale for each medium selected Will this combination of media selected be effective in reaching the teams target

market? Did the participant provide cost/budget considerations for the advertising selected?

Select vendorsParticipant should identify some of the following criteria that buyers should be aware of when selecting suppliers to work with: Production capabilities Past experiences Product quality Special buying arrangements Special services Pricing

Buyers should have clearly defined expectations and standards so that vendors are aware of what should be delivered.Set marketing goals and objectives

Need a clear understanding of the purpose. What is to be accomplished Must know what the measurable results will be. For example, the program will

increase sales by 10% Most important is being able to measure the results. In other words, if sales do

increase, how do we know it was because of our marketing program and not some other factor?

Goals and objectives answer the question “where do we want to go”? (profitability, market share, promotional objectives

Objectives should be SMART (Specific, Measureable, Achievable, Realistic, Timely)

Objectives are more specific than goalsWrite persuasive messagesPresenters may come up with a specific message/slogan that they will use to persuadeMay speak about the importance of including persuasive messages in a presentation Basic considerations when writing the message might include:

Know your audience Know your purpose

2 Write promotional messages that appeal to targeted markets