Who Is the Customer Anyway? Worksheet 2: Managing Quality (See Hospital Foodservice Scenario) Jim Hennessey, the director of Food and Nutrition Services at Memorial Hospital holds weekly meetings with Ralph Jeffries, the executive chef, and Linda Bolton, RD. They have been having ongoing discussions about plans to improve patient foodservice. Their goal is to improve the scores on the Press Ganey surveys. Ralph and Linda have been working on plans to revise how patient food is prepared and served. These discussions are going well. Ralph suggests that while they are considering improvements, they might want to take a look at the cafeteria. Ralph and Jim have received amber of suggestions for improvements in non-patient food service. The doctors would like to have waited service and more space. The nursing staff wants to have more choices of food including "healthier food," shorter lines because they have to get back to work, and lower prices. The visitors want to have more offerings from fast-food restaurants and less "cafeteria-type food."

(a)Are internal or external customers more important to the success of this foodservice operation? (b)Prioritize the customers in order of importance. Reconcile their disparate needs, if appropriate.

Who Is the Customer Anyway? Worksheet 2: Managing Quality (See Hospital Foodservice Scenario) Jim Hennessey, the director of Food and Nutrition Services at Memorial Hospital holds weekly meetings with Ralph Jeffries, the executive chef, and Linda Bolton, RD. They have been having ongoing discussions about plans to improve patient foodservice. Their goal is to improve the scores on the Press Ganey surveys. Ralph and Linda hav been working on plans to revise how patient food is prepared and served. These discussions are going well. Ralph suggests that while they are considering improvements, they might want to take a look at the cafeteria. Ralph and Jim have received a isimber of suggestions for improvements in non-patient food service. The doctors would like to have waited service and more space. The nursing staff wants to have more choices of food including "healthier food," shorter lines because they have to get back to work, and lower prices. The visitors want to have more offerings from fast-food restaurants and less "cafeteria-type food." Are internal or external customers more important to the success of this foodservice operation? Prioritize the customers in order of importance. Reconclle their disparate needs, If appropriate. Describe the environmental forces that will impact the marketing manager's ability to facilitate and expedite change. (Figure 14.3) Describe ways your market may be segmented based on demographic, geographic, psychographic, and behavioristic characteristics. (Table 14.1) Describe the marketing mix