One of the issues in Marketing and Promotion is that individual business owners do not typically do much of it, and even less as a formal process. Professional marketers often do things much differently than business owners- they don't simply brainstorm ideas- they look at each of the elements of the marketing and promotion process- and look for ideas that may fit in each area- whether they do or not. By doing "what-ifs" on each aspect of promotion and marketing- rather than taking what some up in a brainstorm and not seeing what does not- there are improved outcomes from examining each potential aspect against all the outlines that encompass each of the elements that describe marketing.

1. Start by reading the case below on IHOP- the International House of Pancakes.

IHOP-Marketing in the Fast Casual Restaurant Segment.docx Download IHOP-Marketing in the Fast Casual Restaurant Segment.docx

2. From the information in the case (ignoring the discussion questions- they are part of the case, not your assignment),

a) Describe the parts of the IHOP marketing that would be considered part of their Marketing Plan. As you discuss this, note the specific terms needed to identify it as part of the marketing plan.

b) Describe the parts of the IHOP marketing that would be considered part of their Promotional Plan. As you discuss this, note the specific terms needed to identify it as part of the promotional plan.