ABSTRACT
This chapter examines basic marketing definitions as well as the nature of services, market segmentation and market mix. It looks at each stage of the product life cycle and marketing components such as marketing research, advertising, the brand, internet marketing, public relations and merchandising. All of these components need to be given careful consideration in order to run a successful food and beverage operation. Marketing in food and beverage operations can be extremely challenging as managers have to consider how to market both the tangible elements of the meal experience as well as the intangible ones. External signs on main roads are particularly important for hotels, restaurants and fast-food drive-in operations that rely heavily on transient trade; it is, important for these advertisements to be easily read and their messages understood quickly. To build a brand, a food and beverage organization must first deliver what it promises and, if possible, not only meet but also exceed customer expectations.
