The Marketing Plan 412
Situation Analysis 413
Goals 414
Strategies 414
Evaluation 414
Promotion Methods 414
Advertising 414
Public Relations 416
Sales Promotion 416
Personal Selling 417
Hospitality Marketing 419
Outside Agencies 419
Single-Unit Restaurant 420
Single-Unit Lodging Property 420
Chains 421
Tourism Organizations 421
Chapter 19
Accounting 424
Functions 426
Keep Track of Transactions 426
Make Payments and Deposits 426
Categorize Transactions 428
Control Costs 429
Prepare Financial Statements 429
Hala Moddelmog—First Woman to Lead
a Global QSR 430
The Controller 431
Departments Within Accounting 432
Accounts Receivable 432
Accounts Payable 433
Night Audit 434
Credit Department 435
Food and Beverage Controller 436
Personal Qualities and Skills 436
Technological Innovations 436
Chapter 20
Workplace Safety and
Emergencies 440
Safety vs. Emergencies 442
The Role of Government 442
Occupational Health and Safety 442
State and Local Safety Regulations 444
Safety and Accident Prevention 444
Causes of Accidents 446
Prevention Programs 446
Employee Responsibility 448
Carol Wallace—Facilities Manager
Extraordinaire 450
Emergencies 451
Emergency Action Plans 451
Reporting 452
Emergency Coordinator 452
Alarms 454
Evacuation Plans 454
Rescue and Medical Duties 456
Protecting Essential Records 456
Minor Emergencies 456
Small Fires 456
Minor Injuries 459
Major Emergencies 460
General Procedures 461
Fire 462
Disasters 463
Medical Emergencies 464
Chapter 21
Legal and Ethical
Considerations 472
Laws and Regulations 473
Hiring and Employment Laws 474
Worker Safety Laws 475
Food Safety Laws 475
Zoning and Building Laws 476
Environmental Protection 478
Smoking Ordinances 479
Liquor Laws 480
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Contents