1. Module 14 ELEMENT MARKETING PLAN

2. Planning should be designed to ensure that the organisation’s goals are matched to its marketing opportunities

3. Any tourism marketing plan must be flexible enough to permit rapid adjustment in the light of changing circumstances

4. Marketing planning means knowing: Where the organisation is Where it wants to be What are its goals Who are its customers, and How it can reach them

5. Windy and Pretentious Language A. Doubling "necessary and imperative" "crucial and important" "provocative and stimulating" "tasks and obstacles"

6. The Passive Voice This deferment is acccomplished on the basis of evidence of record in each individual case. No group deferments are permitted. Deferments are granted, however, in a realistic atmosphere so that the fullest effect of channeling will be felt, rather than be terminated by military service at too early a time. Lucy was bitten by the vampire and transformed into a vamp. The vampire bit Lucy, transforming her into a vamp. It was arranged that Senator Flugelhorn be summoned before the subcommittee to answer certain charges which had been brought against him by his former aides. The subcommittee summoned Senator Flugelhorn to answer charges made by his former aides. More often, the active voice helps illustrate the agent and the effects of action.

7. Intransitive Verbs Intransitive verbs (be, exist, become) cannot cross over and take objects. Used too often, they flatten a sentence by announcing ideas rather than using them. Transitive verbs like have, get, go, used too often, dull the prose: There are many reasons why I came to Amherst, and one of them is that at Amherst there are more kinds of people than there were in my home town. In my home town of Gravel Switch there were mostly farmers and small businesspeople. Hardly any young people went to college, so when I had the chance to come to Amherst, I thought it was a good idea. Replacing there is, there are, etc. with active verbs also saves words: saving words makes the writing leaner and more muscular. Amherst appeals to me because it offers me the chance to meet different people from those in my home town. In Gravel Switch I knew mostly farmers and small businesspeople. Hardly any young people went to college. So when Amherst accepted me, I felt great. Rewritten with more active verbs, the passage shows more of the author's interest in his subject:

8. Adverbs Whom would you believe, someone who said simply: "I love you" or someone who said "I really and sincerely love you very much"? Think about it. The adverbs "really" and "sincerely" modify "love"—they are helping "love" along. "Love," then, needs help in this sentence. Perhaps the speaker is sincere, but his propping up the verb with two adverbs and an adverbial phrase ("very much") might make us doubt it. Adverbs, used effectively, say how, when, in what manner, place, and direction something happens or gets done. They add color and flavor to verbs: Fearfully she flipped on the light. They support adjectives: We were almost drunk. They give mood to whole sentences: