服务营销外文文献翻译

毕业设计/论文外文文献翻译院系经济管理学院专业班级市场营销1102班姓名周启雯原文出处阿伦·艾伦.餐厅营销评分指导教师刘春宇华中科技大学武昌分校20年月日外文资料翻译——原文RestaurantMarketingRestaurantmarketingisbothanartandasciencethatisshroudedinmysteryforfartoomanyrestaurantowners.Unfortunately,manyadvertisingsalespeopledon’twantyoutoknowwhat’sreallyworking.Theywantyoutothinkthatthetelevisionspotsisyourcompetitorwhoyouarerunningwithaswellastheanswertoallofyoursales-buildingchallenges.Notso.Thisbriefreportseekstooutlinesomeoftherestaurantmarketingtechniquesandprinciplesthatareworkinginsuccessfulrestaurantsaroundthecountry.Let’sgetstartedwithsomeofthemostfrequentlyaskedquestionsrestaurantownersaskwhenseekingabetterwaytomarkettheirrestaurants:WhatarethekeystogreatrestaurantmarketingThereareseveralcomponentsofsuccessfulrestaurantmarketing.Thisisn’tanallinclusivelist,butsometopstrategicmarketingissuesinclude:BRANDING:Therehasbeenlotsofhypeoverthelastfewyearsaboutbranding.We’reallbeingtoldweneedtodomorebrandingandabetterjobbranding,butnoonehasreallystoppedtoexplainwhatabrandisandhowyoubuildit.Abrandisapromise.It’swhatcustomers,employees(InternalCustomers),vendors,themediaandallotherkeyconstituentscometoexpectindealingwithyourrestaurant.Brand-buildingisclosingthegapbetweenwhatyoupromiseandwhatyoudeliver.Astrongbrandisonethathasalignmentbetweenthepromiseandexecution.It’snotsomethingthathappenswhenyouadvertise,andit’snotthefactthatpeoplerecognizeyourlogoorrecallyouradvertising.POSITIONING:Positioningisanunderleveragedrestaurantmarketingcomponent.Positioningistheplaceyouholdinthecustomersorprospectsmindrelatedtothecompetition(thecheaperchoice,thehigherqualitychoice,etcetera).EffectivepositioninginvolvesincorporationofyourUniqueSellingProposition(U.S.P.).TheUSPisonethingthatonlyyoucanclaim.It’sacrucialpointofdifferentiationthatthecompetitioneithercannotordoesnotclaim.AnexampleisBurgerKingversusMcDonald’s.IfBurgerKingcanconvinceyouthataflame-broiledburgertastesbetterthanafriedburger,they’vewonthewarbecauseMcDonald’swillnevergointoall14,000storesandripoutfryerstoinstallchar-grillingpits.DUEDILIGENCE:Restaurantmarketingdoesn’thappeninavacuum.Effectiverestaurantmarketingmustbebuiltonafoundationofafactandknowledgeaboutthemarket,yourcompetition,yourcustomers,yourInternalCustomers,financialhistory,marketinghistory,theindustry,andoutsideforcesthatwillimpactyourbusiness.Thereisalottoworryabout,butrestaurantmarketinghastofactortheseconsiderationsintotheoverallstrategy.NotevenCoca-Colacanaffordtomarkettoeveryoneallthetime,soeffectivemarketresearchandduediligencecanhelpyoubemoreeffectiveinyourrestaurantmarketingefforts.MENUMIX:Everysixtotwelvemonths,youaresupposedtoconductananalysisofyourmenu.Thiswillincludeprofitabilityanalysisandcompetitivemenuanalysis.Tokeepyourmenufresh,relevant,andprofitable,youarerequiredtoknowspecificallyhoweachitemonyourmenuisperformingandalsohowitstacksupnexttoyourtopcompetition.Thinkofeachitemonyourmenuasatenantleasingspaceandithastoearnitsrighttothespaceyou’vegrantedit.HowmuchshouldwespendonmarketingourrestaurantThereareseveralrulesofthumbandratiosintherestaurantindustryandtherearesomeforrestaurantmarketingaswell.Atypicalrestaurantshouldallocate3%-6%ofsalestomarketing.It’salsoagoodideatoallocatethismoneyproportionallytoyoursalesvolume.Itmeans,ifJulyisyourbusiestmonth,youshouldspendaproportionateamountonyourrestaurantsmarketingbudgetinthatmonth.Fishwherethefisharebiting.Somerestaurantownersmerelyfocusonstagnantperiodsandthinkthat’sthetimewhentheyneedtospendmoneytodrivesales,sotheyspendabigchunkofcashtryingtobuildahappyhourbusinessandforgobuildingontopoftheirbusyperiods.Thefactis,thereisareasonpeoplearen’tcominginfrom4:00PM–6:00PMandyou’llbesendingvaluablemarketingdollarsdownablackholeifyoutrytoadvertiseinthisperiod.TherearenearlyonemillionrestaurantsintheUnitedStatesandprobablyonly2%ofthemarebusyfrom4:00PM–6:00PM.Marketingcan’tchangebehavior;itcanonlyinfluenceexistingbehaviors.Spendyourmarketingdollaronaspectswhereitwillhavethebestreturnforyourrestaurant.HowdomostrestaurantsmarketthemselvesIt’sarealmiserythat80%-90%ofrestaurantmarketingbudgetsarespentonnewtrial–gettinganewcustomertovisitforthefirsttime.Thisistheleasteffectiveplacetospendyourmoneyon.Themajorityofnewtrialeffortsarespentonmassmediaadvertisingwhichiscostlyandhasdismalreturnoninvestment.Thefactisthatanewcustomeracquisitionis7-10timesmoreexpensivethanbuildingrestaurantsalesthroughincreasedfrequency,checkaverageandpartysize.Butrestaurantmarketingisn’talwaysaboutwhat’smosteffective,moreoften,it’saboutwhateveryoneelseisdoing.Restaurantoperatorsnoticethattheircompetitorsareontelevisionorintheyellowpagesoronabillboardandthattheyshouldbetoo.Theydothiswithoutregardingforwhat’sworking.Restaurantownershavetowearsomanyhatsthatsometimestheyjustdowhat’seasiest–theywriteacheckformassmediaadvertisingandhopeforthebest.Massmediapaysoftenmoreattentionaboutfeedingegothandrivingsales.It’salsoimpossibleformostcompaniestocompeteinatoe-to-toebattlewiththebigguys.Subwayspends$290millionperyearontelevision.Theycandothatbecausetheyareamulti-billio