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ManageFirst: Hospitality and Restaurant Marketing w/ Answer Sheet, 2nd edition

Published by Pearson (March 22nd 2012) - Copyright © 2013

2nd edition

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This text focuses on HOSPITALITY & RESTAURANT MARKETING topics. It includes essential content plus learning activities, case studies, professional profiles, research topics and more that support course objectives.


The text and exam are part of the ManageFirst Program® from the National Restaurant Association (NRA). This edition is created to teach restaurant and hospitality students the core competencies of the Ten Pillars of Restaurant Management. The Ten Pillars of Restaurant Management is a job task analysis created with the input and validation of the industry that clearly indicates what a restaurant management professional must know in order to effectively and efficiently run a safe and profitable operation. The ManageFirst Program training program is based on a set of competencies defined by the restaurant, hospitality and foodservice industry as those needed for success. This competency-based program features 10 topics each with a textbook, online exam prep for students, instructor resources, a certification exam, certificate, and credential. The online exam prep for students  is available with each textbook and includes helpful learning modules on test-taking strategies, practice tests for every chapter, a comprehensive cumulative practice test, and more!


This textbook includes an exam answer sheet to be used with the paper-and-pencil version of the ManageFirst certification exam.

Table of contents

About the National Restaurant Association and the National Restaurant Association Educational Foundation


Features of the ManageFirst Books

Real Manager


1 - Introduction to Hospitality and Restaurant Marketing

2 - The Marketing Process in Restaurants

3 - Understanding the Market Environment

4 - Understanding Customer Behavior

5 - Preparing a Marketing Plan

6 - Setting Menu Prices

7 - Communication Channels

8 - Advertising and Sales

9 - Sales Promotions, Publicity, and Public Relations

10 - Menu Marketing

11 - Evaluating the Marketing Effort


Field Project




*Menu coverage can be found in chapters 3, 4, 5, 6, 10

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