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Assignment on a Cafe Restaurant

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Submitted By pavelislamewu
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8.1.Theoretical Foundations…

Marketing Strategy: The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships. This process involves marketing segmentation, market targeting, differentiation, and positioning.
Market Segmentation: Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs.

Market Targeting: The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

Differentiation: Actually differentiating the market offering to create superior customer value.

Positioning: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of targeting consumer.

Marketing Mix: The set of controllable tactical marketing tools-product, price, place, and promotion- that the firm blends to produce the response it wants in the target market. It is often synonymous with the four Ps.

Product: It means the goods-and-services combination the company offers to the target market.The characteristics of product are variety, quality, design, features, brand names, packaging, and services.Cafe Hollywood offers exotic foods, hero symbol shaped Pizzas, Sandwiches, Burgers, Steaks and Pasta for customer.

Price: Price is the amount of money customers must pay to obtain the product.The characteristics of price are list price, discounts, allowances, payment period, and credit terms.

Place: It includes company activities that make the product available to target consumers.The characteristics of place are channels,

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