So You Want to be a Millionaire
Worksheet 14: Marketing Foodservice
Katherine Wilcox, RD, is a part-time dietitian at Memorial Hospital. She has been out of the workforce
for several years while her children were young. She enjoyed the time at home with them but is now ready to
pursue her career. She was hired by Linda Bolton, RD, the clinical nutrition manager, and currently works three
six-hour days each week.
Katherine has always wanted to have her own business in a private practice working with overweight
children or eating disordered adolescents and young adults. Her family is very supportive of her goal. Recently
she inherited some money, and she plans to use this nest egg to get her business started.
Katherine and her family live near a college town. She thinks that a nutrition counseling business in
this area could work well because there is some evidence that obesity is more prevalent in this locale than in
other parts of the country. She also believes that there are enough families with adequate incomes in this area
to support her business.
Using census records, identify the demographic characteristics of the locale you have selected.
Describe the environmental forces that will impact the marketing manager's ability to facilitate and expedite
change. (Figure 14.3)
1. Political forces： from Academy of Nutrition and Dietetics, they may have some specified requirement for
work with overweight management, all actions occasioned changes in the marketing strategies.
2. Legal forces: Regulations for the opening of nutrition counseling business
3. Societal forces: The society’s awareness of health and people’s demand for healthy weight loss
4. Economic forces:The economy directly affects people's demand for the consulting industry. Because this is not a
rigid demand, people will only consider consulting clinics when their financial situation is good.
5. Technological forces: If new technology can make it easier for customers to maintain healthy weight loss, it will
attract more customers.
Describe ways your market may be segmented based on demographic, geographic, psychographic, and
behavioristic characteristics. (Table 14.1)
1. Demographic: Children, adolescents and young adults; United States; elementary school, high school or
university; students or young people at work.
2. Psychographic: middle class, upper-middle class, lower-upper class, upper-upper class; People who like a
healthy lifestyle; pursue a healthy life.
3. Behavioristic : Regular occasion; Quality and service; Nonuser, ex-user, potential user, first-time user, regular
user; Light user, medium user, heavy user; aware, informed, interested, desirous, intending to buy ; Enthusiastic,
positive attitude
Describe the marketing mix.
1. People: Nutrition Counselor
2. physical evidence: Handbook of Healthy Weight Loss and Diet Guidance.
3. Process: The entire consultation and follow-up process.