服务营销外文文献翻译Word文件下载.docx
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服务营销外文文献翻译Word文件下载.docx
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周启雯
阿伦・艾伦.餐厅营销
指导教师
刘春宇
华中科技大学武昌分校
20年月曰
外文资料翻译一一原文
RestaurantMarketing
Restaurantmarketingisbothanartandascieneethatisshroudedinmysteryforfartoomanyrestaurantowners・Unfortunately,manyadvertisingsalespeopledon'
twantyoutoknowwhat*sreallyworking.Theywantyoutothinkthatthetelevisionspotsisyourcompetitorwhoyouarerunningwithaswellastheanswertoallofyoursales-buildingchallenges・Notso.
Thisbriefreportseekstooutlinesomeoftherestaurantmarketing
techniques
andprinciplesthatareworkinginsuccessfulrestaurants
aroundthe
country.
Let'
s
getstartedwithsomeofthemostfrequentlyaskedquestions
restaurant
ownersaskwhenseekingabetterwaytomarkettheir
restaurants:
Whatarethekeystogreatrestaurantmarketing
Thereareseveralcomponentsofsuccessfulrestaurantmarketing.
Thisisn'
tanallinclusivelist,butsometopstrategicmarketing
issuesinclude:
BRANDING:
Therehasbeenlotsofhypeoverthelastfewyearsaboutbranding・We'
real1beingtoldweneedtodomorebrandingandabetterjobbranding,butnoonehasreallystoppedtoexplainwhatabrandisandhowyoubuiIdit.Abrandisapromise・It'
swhatcustomers,employees(InternalCustomers),vendors,themediaandal1otherkeyconstituentscometoexpectindealingwithyourrestaurant・Brand-buildingisclosingthegapbetweenwhatyoupromiseandwhatyoudeliver・Astrongbrandisonethathasalignmentbetweenthepromiseandexecution・It'
snotsomethingthathappenswhenyouadvertise,andit'
snotthefactthatpeoplerecognizeyourlogoorrecallyouradvertising.
POSITIONING:
Positioningisanunderleveragedrestaurantmarketingcomponent.
Positioningistheplaceyouholdinthecustomersorprospectsmindrelatedtothecompetition(thecheaperchoice,thehigherqualitychoice,etcetera)・EffectivepositioninginvolvesincorporationofyourUniqueSellingProposition
acrucialpointof
notclaim・Anexample
convinceyouthata
vewonthewarbecause
TheUSPisonethingthatonlyyoucanclaim.It'
sdifferentiationthatthecompetitioneithercannotordoesisBurgerKingversusMcDonald,s.IfBurgerKingcanflame-broiledburgertastesbetterthanafriedburger,they'
McDonald'
swi11nevergointoal114,000storesandripoutfryerstoinstallchar-gri1lingpits.
DUEDILIGENCE:
Restaurantmarketingdoesn*thappeninavacuum・Effectiverestaurantmarketingmustbebuiltonafoundationofafactandknowledgeaboutthemarket,yourcompetition,yourcustomers,yourInternalCustomers,financialhistory,marketinghistory,theindustry,andoutsideforcesthatwi11impactyourbusiness・Thereisalottoworryabout,butrestaurantmarketinghastofactortheseconsiderationsintotheoveral1strategy.NotevenCoca-Colacanaffordtomarkettoeveryoneal1thetime,soeffectivemarketresearchandduediligencecanhelpyoubemoreeffectiveinyourrestaurantmarketingefforts・
MENUMIX:
Everysixtotwelvemonths,youaresupposedtoconductananalysisofyourmenu.Thiswillincludeprofitabi1ityanalysisandcompetitivemenuanalysis・Tokeepyourmenufresh,relevant,andprofitable,youarerequiredtoknowspecificallyhoweachitemonyourmenuisperformingandalsohowitstacksupnexttoyourtopcompetition・Thinkofeachitemonyourmenuasatenantleasingspaceandithastoearnitsrighttothespaceyou'
vegrantedit.
/
Howmuchshouldwespendonmarketingourrestaurant
Thereareseveralrulesofthumbandratiosintherestaurantindustryandtherearesomeforrestaurantmarketingaswel1・Atypicalrestaurantshouldallocate3%-6%ofsalestomarketing.It'
salsoagoodideatoallocatethismoneyproportionallytoyoursalesvolume・
Itmeans,ifJulyisyourbusiestmonth,youshouldspendaproportionateamountonyourrestaurantsmarketingbudgetinthatmonth・Fishwherethefisharebiting.Somerestaurantownersmerelyfocusonstagnantperiodsandthinkthat*sthetimewhentheyneedtospendmoneytodrivesales,sotheyspendabigchunkofcashtryingtobuildahappyhourbusinessandforgobuildingontopoftheirbusyperiods・Thefactis,thereisareasonpeoplearetcominginfrom4:
00PM-6:
00PMandyou'
11besendingvaluablemarketingdollarsdownablackholeifyoutrytoadvertiseinthisperiod・TherearenearlyonemillionrestaurantsintheUnitedStatesandprobablyonly2%ofthemarebusyfrom4:
00PM-6:
00PM.Marketingcan'
tchangebehavior;
itcanonlyinfluenceexistingbehaviors・Spendyourmarketingdollaronaspectswhereitwillhavethebestreturnforyourrestaurant・
Howdomostrestaurantsmarketthemselves
It'
sarealmiserythat80%-90%ofrestaurantmarketingbudgetsarespentonnewtrial-gettinganewcustomertovisitfort
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