One of the simplest definitions for "marketing" is this: helping other people see value in my Quality Food and Outstanding Service. Example: If you grow oranges, one way you can market your harvest is with a sales approach. Have your distributors practice closing techniques, train them to answer objections, get a commitment and signature on the contract.

Another way to market your crop is to create a desire in the marketplace with mouth-watering TV commercials, memorable radio jingles and colorful point-of-purchase displays. The "Sunkist" brand is a good example of marketing versus selling. The brand "Sunkist" is a very valuable marketing asset. Although you may be considerably smaller than Sunkist, your marketing process still takes place in your daily image building, relationship enhancing, marketing efforts.

Marketing Research

Before you develop your restaurant marketing strategies, start with a little data gathering. Find out what your staff thinks of your company. Ask key staff members to answer the following questions without discussion. The idea is to have people 'think' before they speak. You want truth. Take the answers seriously. Their perceptions are flowing from your employees through to your customers.

• What is the long-term vision of our restaurant?
• Describe our primary target customer.
• What do we offer customers that our competitors don't?
• What is the greatest challenge facing our restaurant today?
• If this were your restaurant, what would you do next? What would you change?