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Marketing - Essay Example

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The paper "Marketing" discusses the Cebrzynski’s article that looks at market and customer segmentation in the restaurant industry, using the real-world case examples. Marketing, pricing, promotion are discussed, with an emphasis on market segmentation and special-offer deals…
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Download file to see previous pages Product differentiation is becoming more and more of a factor in restaurant services promotions. Restaurants like Houlihan’s can start out with a differentiation that is more externally based, relying on the uniqueness of its services to separate it from competitors. But due to marketing related factors such as market saturation, the company may also have to differentiate its services internally to keep up with an increasing focus on segmentation of consumers and product differentiation to meet this segmentation. Thus, Cebrzynski’s article shows how a restaurant should also move laterally to provide more choices to the consumer. Houlihan’s, like other restaurant services, should also show an increasing attention to service quality as well as incorporating extra-environmental trends such as vending into its traditional service line options of two differentiations.From a quality assurance standpoint of marketing and sales, Cebrzynski's article shows how restaurant company marketing success has thus far mainly been due to profitable and well-timed expansion and the use of clearly-defined segmentation bases to which marketing strategies are applied with a high degree of innovation. The company has established inroads into a frustrated customer base beginning with its expansion into consumer and environmentally friendly products. The company researched its customer base to find their biggest complaints and worked to serve them so that they would enjoy a higher degree of customer satisfaction and loyalty. ...Download file to see next pagesRead More
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