Professional Documents
Culture Documents
Learning Objectives
1. Understand why it is important to have a marketing
plan and be able to explain the purpose of a
marketing plan.
2. Prepare a marketing plan following the process
described in this chapter.
Executive Summary
Write
Write it
it for
for
Top
Top
Executives
Executives
Organize
Organize
Summary
Summary
Limit
Limit to
to 2-4
2-4
pages
pages
Review
Review the
the
Summary
Summary
Several
Several Times
Times
Use
Use Short
Short
Sentences
Sentences &
&
Paragraphs
Paragraphs
Ensure
Ensure the
the
Central
Central
Message
Message is
is
Conveyed
Conveyed
Corporate Connections
Relationship to
Other Plans
Corporate
Direction
MarketingRelated
Plans
Major
Environmental
Factors
Positioning
Statement
Market
Trends
Market
Potential
Economic
Drivers of
Growth
Competitive
Analysis
Marketing
Research
Social
Economic Political
Market Trends
Visitor
Trends
Market
Trends
Competitiv
e Trends
Related
Industry
Trends
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Segmentation
Segmentation
Analysis
Analysis
Market-SegmentMarket-SegmentProfitability
Profitability
Analysis
Analysis (MSPA)
(MSPA)
Targeting
Targeting
Management
Vendors
Orientations
Distribution
Strategies
Pricing
Strategies
Advertising
& Promotion
Strategies
Product
Strategies
Marketing Control
Sales Objectives
Sales Forecast & Quotas
Expenditures Against Budget
Periodic Evaluation of All Marketing
Objectives
Marketing Activity Timetable
Readjustments to Marketing Plan
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Members of
Marketing / Sales
Department
Audiences
for Selling
the
Marketing
Plan
Vendors, Ad
Agencies &
Others
Top
Management
Data
Collection &
Analysis
Continuo
us Tasks
Marketing
Planning as a
Tool for
Growth
Key Terms
Competitive analysis An analysis