FEATURES OF MARKETING OF RESTAURANT BUSINESS ENTERPRISES
Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 5, Issue 67
Abstract
The article deals with the features of restaurant services. All services are characterized by specific features that need to be taken into account during marketing planning: high level of uncertainty of the result when buying; production, provision and consumption of services take place simultaneously; the service can not be stored; service is not possible to feel it is intangible. It should also take into account the features of restaurant services, which necessitates the allocation of their specific characteristics: exclusivity, heterogeneity of services, the severity of standardization, heterogeneity, subjectivity, publicity of service provision. Modern processes in the market of services determine the need to select and implement an effective marketing concept to ensure the functioning and opportunities of enterprises in various service sectors. As a result of evolutionary marketing development, the concept of marketing interaction is developed, which organically links the system of principles, methods, means and forms of marketing activities of enterprises aimed at forming long-term partnerships and realizing the interests of all participants in the market process, that is, not only consumers but also suppliers, intermediaries, competitors, contact audiences. Relationship marketing is represented by four blocks of agreed tasks: establishment of interactive interaction with clients for direct connection of consumers to a chain of creation of consumer value; ensuring availability of necessary goods and distributing them to consumers; solving problems related to the clarification of received consumer inquiries and bringing them to internal affairs or sub-contracting units, which ensures the transformation of consumer requirements into a coherent program of activities; the formation of management strategies for all units of the enterprise, based on the signals received from consumers. Innovative approaches in the organization of customer service, cooking, and marketing are used to keep the regular visitors and attract new ones in a tough competition. Services, online communications, traffic optimization, online ordering, home delivery, business loyalty tools, social networking and mobile gadget adaptation are today the main factor for successful concepts.
Authors and Affiliations
K. M. Kramarenko, B. V. Sirous
Keywords
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- EP ID EP562198
- DOI 10.32782/2520-2200/2018-5-12
- Views 114
- Downloads 0
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