ManageFirst Restaurant Marketing with Pencil/Paper Exam

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2006-05-01
  • Publisher: Prentice Hall
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The NRAEF is introducing a new program as part of its strategic focus on recruitment and retention. This new management training certification program is based on a set of competencies defined by the restaurant, foodservice and hospitality industry as those needed for success. NRAEF ManageFirst Program leads to a new credential, ManageFirst Professional (MFP), which is part of our industry career ladder. This competency-based program includes 12 topics, each with a competency guide, exam, instructor resources and certificate. Students earn a certificate for each exam passed. The topics and exams are aligned to typical on-campus courses. For example, the Controlling Foodservice Costs Competency Guide is designed to align with a Cost Control or Operations Management course. Competency Guides and Textbooks:Most guides are 150-200 pages in length and are designed to be used with traditional textbooks for each course area. Each guide contains the essential content for that topic, learning activities, assessments, case studies, suggested field trips & research projects, professional profiles and testimonials. Instructor resources are available electronically and include competency guide content, notes indicating points to be emphasized, recommended activities and discussion questions, and answers to all activities and case studies. Exams:Exams accompany each topic covered in the competency guides. Pencil and paper and online exam formats are offered. They typically are proctored on campus at the end of a course by faculty.Certificates:The NRAEF provides a certificate to students upon successfully passing each exam. The certificates are endorsed by the NRAEF and feature the studentrs"s name and the exam passed. The certificates are a lasting recognition of a studentrs"s accomplishment and a signal to the industry that the student has mastered the competencies covered within a particular topic.Credential:Upon successful completion of five NRAEF ManageFirst Program exams (including three predefined core topics, one foundation topic, and ServSafe Food Safety) a student is awarded the NRAEF ManageFirst Professional (MFP) credential. There is no additional charge for the credential. The program is targeted at the academic community. The program is flexible for use at two-year or four-year restaurant, foodservice and hospitality programs, proprietary schools and technical/vocational career education schools.

Table of Contents

A Message from the National Restaurant Association Educational Foundationp. iii
Acknowledgementsp. v
Features of the NRAEF ManageFirst Competency Guidesp. vi
Tuning In to Youp. viii
Professional Profilep. ix
Introduction to Marketing
What Is Marketing?p. 3
The Marketing Conceptp. 3
The Four Ps of Marketingp. 7
The Marketing Processp. 10
Product Life Cyclep. 11
Ethics and Legalities of Marketingp. 14
Assessing Your Business Situation
What Is a Customer Need?p. 21
Factors Affecting Your Market Environmentp. 22
Conducting Researchp. 23
Analyzing Your Customersp. 30
Analyzing Your Competitorsp. 35
Conducting a SWOT Analysisp. 36
Determining Your Strategy and Tactics
Developing Your Marketing Strategyp. 45
Preparing Your Marketing Planp. 52
Planning the Operating Detailsp. 63
Establishing Your Promotion Budgetp. 69
Conducting a Feasibility Studyp. 70
Setting Financial Goalsp. 71
Planning to Evaluatep. 74
Setting Prices
Choosing a Pricing Strategyp. 81
Differentiatorsp. 85
External Considerations When Pricingp. 85
Internal Considerations When Pricingp. 90
Calculating Pricesp. 95
Planning and Implementing Your Promotion Mix
Components of the Promotion Mixp. 108
Planning the Promotion Mixp. 110
Identifying Your Audiencep. 111
Determining Your Promotion Strategiesp. 112
Selecting Your Promotion Mixp. 116
Using Advertisingp. 116
Using Public Relationsp. 123
Using Sales Promotionsp. 129
Using Personal Sellingp. 134
Using Cooperative Marketingp. 136
Planning the Implementationp. 137
Preparing Your Staffp. 139
Tracking the Promotionp. 140
Evaluation and ROI
Evaluating the Marketing Planp. 145
Evaluating External Elementsp. 148
Evaluating Return on Investmentp. 158
Evaluating Operational Internalsp. 153
Field Projectp. 165
Indexp. 167
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