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

2. Learning Objectives Chapter 9: The Marketing Plan and the 8 Ps
List four approaches to developing marketing budgets and recommend one of these approaches.
Describe the three major steps involved in preparing a marketing plan.
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
Fact-based
Organized and coordinated
Programmed
Budgeted
Flexible
Controllable
Internally consistent and interrelated
Clear and simple

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

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

7. A Systematic, Five-Step Approach for
Marketing Hospitality and Travel Organizations
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?

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

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

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

11. Steps in Preparing a Marketing Plan
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
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
Write the Executive Summary

13. The 8Ps of Hospitality and Travel Marketing
Traditional
Product
Price
Place
Promotion
Additional
Packaging
Programming
People
Partnership

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