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Choosing a marketing mix for a restaurant

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economics
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Kenyatta...

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Kimani G.
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documents in English
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case study
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2 pages
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  1. Introduction
  2. Choosing a Marketing Mix for a Restaurant
  3. Marketing tactics for a restaurant
  4. The potential market
  5. Conclusion

The marketing mix is a term that has been continually used to refer to a set of strategies adopted by a business to achieve certain pre-determined objectives. The set of tactics is used across different businesses that provide both products and services. The general reference to marketing mix refers to 4 P's (Forsyth and Greenhough, 2003). These are: the product or service, the price, the place and promotion. Some variations of the marketing mix contain 7 P's and have people, process and physical evidence added (Kerin and Rudelius, 2001).

This paper will propose a set of marketing tactics for a restaurant. The main focus will therefore be on the successful conglomeration of a marketing mix aimed at providing the best service (George and Gibson, 1991). The general goal is to decide the right product to sell, to the right people at the right price in the right place and at the right time. The customers must be the center of attention and the focus is on satisfying their wants and desires. In order to achieve this, the right combination of skills will entail anticipating and identifying needs of the customers and working towards their fruition (George and Gibson, 1991).

[...] Edvardsson and B. Gustavsson (eds). Service Quality. Multidisciplinary and Multinational Perspectives, pp. 73?91. Lexington, MA: Lexington Books Grunhagen, M., and Mishra, C. (2008). Entrepreneurial and Small Business Marketing: An Introduction. Journal of Small Business Management, 1-3. Kerin, H. and Rudelius, L. (2001). Marketing, The Core. 4th Edition. NY: McGraw Hill Publishing Ograjen?sek, I. (2003). [...]


[...] Use of customer data analysis in continuous quality improvement of service processes. Proceedings of the Seventh Young Statisticians Meetin. Ljubljana: FDV Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1991). Understanding, measuring andimproving service quality. Lexington, MA: Lexington Books Teas, R.K. (1993). Consumer expectations and the measurement of perceived service quality. Journal of Professional Services Marketing, 33?54. [...]

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