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Learning Objectives Chapter 9: The Marketing Plan and the 8 Ps 1.Define the term marketing plan. 2.Explain the difference between tactical and strategic.

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Presentation on theme: "Learning Objectives Chapter 9: The Marketing Plan and the 8 Ps 1.Define the term marketing plan. 2.Explain the difference between tactical and strategic."— Presentation transcript:

1 Learning Objectives Chapter 9: The Marketing Plan and the 8 Ps 1.Define the term marketing plan. 2.Explain the difference between tactical and strategic marketing planning. 3.List eight requirements for an effective marketing plan. 4.Explain the benefits of having a marketing plan. 5.Describe the contents of a marketing plan.

2 Learning Objectives Chapter 9: The Marketing Plan and the 8 Ps 6.List four approaches to developing marketing budgets and recommend one of these approaches. 7.Describe the three major steps involved in preparing a marketing plan. 8.List the 8 Ps of hospitality and travel marketing.

3 Difference between Tactical and Strategic Marketing Planning Tactical = short-term marketing planning for two years or less. Strategic = long-term marketing planning for up to three to five years in the future.

4 Eight Requirements for an Effective Marketing Plan 1.Fact-based 2.Organized and coordinated 3.Programmed 4.Budgeted 5.Flexible 6.Controllable 7.Internally consistent and interrelated 8.Clear and simple

5 Benefits of Having a Marketing Plan 1.Activities matched with target markets. 2.Consistency of objectives and target- market priorities. 3.Common terms of reference. 4.Assistance in measuring marketing success. 5.Continuity in long-term planning.

6 Contents of a Marketing Plan A written plan of action used to guide an organizations marketing activities for a period of a year or less. Three parts: 1.Executive Summary 2.Marketing Plan Rationale 3.Implementation Plan

7 1. Where are we now? 2. Where would we like to be? 3. How do we get there? 4. How do we make sure we get there? 5. How do we know if we got there? A Systematic, Five-Step Approach for Marketing Hospitality and Travel Organizations

8 Contents of a Marketing Plan Marketing Plan Rationale 0Situation analysis highlights: Where are we now? 0Selected marketing strategy: Where would we like to be?

9 Contents of a Marketing Plan Implementation Plan 0Activities plan 0Marketing budget How do we get there? 0Control procedures How do we make sure we get there? 0Evaluation procedures How do we know if we got there?

10 Approaches to Developing Marketing Budgets 1.Historical or arbitrary budgeting 2.Rule-of-thumb budgeting 3.Competitive budgeting 4.Objective-and-task budgeting (recommended approach)

11 Steps in Preparing a Marketing Plan 1.Prepare the Marketing Plan Rationale Review and summarize: Situation analysis Marketing research studies Market segmentation Segmentation approach and bases Target-market selection Marketing strategy Positioning approaches Marketing mixes Marketing objectives

12 Steps in Preparing a Marketing Plan 2.Develop a Detailed Implementation Plan Design and specify: Activities by marketing-mix element for target markets Responsibilities (internal and external) Timetable and activity schedule Budget and contingency fund Expected results Measurements Progress reporting procedures Performance standards Evaluation timetable 3.Write the Executive Summary

13 The 8Ps of Hospitality and Travel Marketing Traditional nProduct nPrice nPlace nPromotion Additional nPackaging nProgramming nPeople nPartnership

14 Marketing Mix (8Ps) Objectives Positioning Marketing Strategy & Target Market Selection Situation Analysis & Research Results Target Market 1 Target Market 2 Target Market 3 Positioning Objectives Marketing Mix (8Ps) Positioning Objectives Marketing Mix (8Ps) Marketing Plan Example of an organization with three target markets Marketing Plan Development Process


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