YearsMarkeinglan營(yíng)銷管理,菲利普·科特勒教

Chapter19

NextYear’sMarketingPlan“Ifyoudon’thaveacompetitiveadvantage,don’tcompete.”

-JackWelch

“AtPreferredHotels&Resorts,webelievethattheproductpreferencesofaffluentcustomersareasdiverseastheconsumersthemselves.”

-PeterCass

?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458 Kotler,Bowen,andMakensChapterObjectivesKnowwhyitisimportanttohaveamarketingplanandbeabletoexplainthepurposeofamarketingplanPrepareamarketingplanfollowingtheprocessdescribedinthischapter

?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458 Kotler,Bowen,andMakensPurposeofaMarketingPlanProvidesaroadmapforallmarketingactivitiesofthefirmforthenextyear

Ensuresthatmarketingactivitiesareinagreementwiththecorporatestrategicplan

Forcesmarketingmanagerstoreviewandthinkthroughobjectivelyallstepsinthemarketingprocess

?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458 Kotler,Bowen,andMakensPurposeofaMarketingPlanAssistinthebudgetingprocesstomatchresourceswithmarketingobjectives

Createsaprocesstomonitoractualagainstexpectedresults

?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458 Kotler,Bowen,andMakensMarketingPlanSectionsExecutiveSummaryCorporateConnectionPositioningStatementEnvironmentalAnalysisandForecastingSegmentationandTargetingNextYear’sObjectives?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458 Kotler,Bowen,andMakensMarketingPlanSectionsResourcesNeededtoSupportStrategiesandMeetObjectivesMarketingControlPresentingandSellingthePlanPreparingfortheFuture?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458 Kotler,Bowen,andMakensSectionI:

ExecutiveSummaryWriteitfortopexecutives

Limitthepagestobetweentwoandfour

Useshortsentencesandparagraphs.Avoidusingwordsthatareunlikelytobeunderstood

?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458 Kotler,Bowen,andMakensSectionI:

ExecutiveSummaryOrganizethesummaryasfollows:describenextyear’sobjectivesinquantitativeterms;brieflydescribemarketingstrategiestomeetgoalsandobjectives,includingadescriptionoftargetmarkets;describeexpectedresultsbyquarter;identifythedollarcostsnecessary,aswellaskeyresourcesneeded

?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458 Kotler,Bowen,andMakensSectionI:

ExecutiveSummaryReadandrereadtheexecutivesummaryseveraltimes.Modifyandchangethesummaryuntilitflowswell,iseasilyread,andconveysthecentralmessageofthemarketingplan

?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458 Kotler,Bowen,andMakensSectionII:

CorporateConnectionRelationshiptoOtherPlansCorporategoalswithrespecttoprofit,growth,etc.DesiredmarketsharePositioningofthecompanyorofitsproductlines?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionII:

CorporateConnectionRelationshiptoOtherPlansVerticalorhorizontalintegrationStrategicalliancesProductlinebreadthanddepthCustomerrelationshipmanagement(CRM)?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionII:

CorporateConnectionMarketingRelatedPlansSalesAdvertisingandpromotionPublicrelationsandpublicityMarketingresearchPricingCustomerservice?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionII:

CorporateConnectionCorporateDirectionMissionStatementCorporatePhilosophyCorporateGoals?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionIII:EnvironmentalAnalysisandForecastingAmarketingplanshouldprovideapositioningstatementofhowtheenterpriseintendstodifferentiate––positionitselfinthemarketplace?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionIII:EnvironmentalAnalysisandForecastingMajorEnvironmentalFactorsSocialPoliticalEconomic?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionIII:EnvironmentalAnalysisandForecastingCompetitiveAnalysisMarketTrendsVisitorTrendsCompetitiveTrendsRelatedIndustryTrends?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionIII:EnvironmentalAnalysisandForecastingMarketPotentialshouldbeviewedasthetotalavailabledemandforahospitalityproductwithinaparticulargeographicmarketatagivenprice?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionIII:EnvironmentalAnalysisandForecastingMarketResearchMacromarketinformationIndustrytrends,social-economicpoliticaltrends,competitiveinformation,industrywidecustomerdata?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionIII:EnvironmentalAnalysisandForecastingMarketResearchMicromarketInformationGuestinformation,product/serviceinformation,newproductanalysisandtesting,intermediarybuyerdata,pricingstudies,keyaccountinformation,advertising/promotioneffectiveness?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionIV:SegmentationandTargetingSegmentationAnalysisistheselectionofsegmentsastheresultofUnderstandingwhatthecompanyisandwhatitwishestobeStudyingavailablesegmentsanddeterminingiftheyfitthecapabilitiesanddesiresofthecompanytoobtainandsecurethem?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionIV:SegmentationandTargetingTargetingBeginsbydefiningthemixofdesiredguestssupportthepositioningstrategyofthecompanysupportrevenuemanagementSelectedfromthelistofavailablesegments?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionV:NextYear’’sObjectivesandQuotasObjectivesMustbequantitative,timeandprofit/marginspecificEstablishedafterconsideringcorporategoals,corporateresources,environmentalfactors,competition,markettrends,marketpotential,availablemarketsegmentsandpossibletargetmarkets?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionV:NextYear’’sObjectivesandQuotasQuotasmustbe:Basedonnextyear’’sobjectivesIndividualizedRealisticandobtainableBrokendowntosmallunitsUnderstandableandmeasurable?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionVI:ActionPlans:StrategiesandTacticsMarketingstrategiesandtacticsemployadvertisingandpromotion,salesanddistribution,pricingandproductMustbecustomdesignedtomeetthespecificneedsofacompanyMustallowcompaniestomeetorexceedobjectives?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionVI:ActionPlans:StrategiesandTacticsSalesStrategiesPreventerosionofkeyaccountsGrowkeyaccountsGrowselectedmarginalaccountsEliminateselectedmarginalaccounts?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionVI:ActionPlans:StrategiesandTacticsSalesStrategiesRetainselectedmarginalaccountsbutprovidelower-costsalessupportObtainnewbusinessfromselectedprospects?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionVI:ActionPlans:StrategiesandTacticsAdvertisingandPromotionStrategiesSelectablendormixofmediaSelectorapprovethemessageDesignamediascheduleshowingwheneachmediumwillbeemployedDesignascheduleofevents?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionVI:ActionPlans:StrategiesandTacticsAdvertisingandPromotionStrategiesCarefullytransmitthisinformationtomanagementSupervisethedevelopmentandimplementationofadvertising/promotionprogramsAssumeresponsibilityfortheoutcome?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionVI:ActionPlans:StrategiesandTacticsPricingStrategiesPricingisafunctionofmarketingFencingisplacingrestrictionsoncustomersegmentsselectedduetotheirperceivedlevelofpriceelasticity?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionVII:ResourcesNeededtoSupportStrategies&MeetObjectivesPersonnelOtherMonetarySupportResearch,Consulting,andTrainingMiscellaneousCostsBudgets?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionVIII:

MarketingControlSalesObjectivesSalesForecastandQuotasExpendituresagainstBudgetPeriodicEvaluationofAllMarketingObjectivesMarketingActivityTimetableReadjustmentstoMarketingPlan?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionIX:PresentingandSellingthePlanMembersofmarketing/salesdepartmentsVendor/adagenciesandothersTopmanagement?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionX:PreparingfortheFutureDataCollectionandAnalysisMarketingasaToolforGrowth?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensKeyTermsCompetitiveanalysisEnvironmentalfactorsExecutivesummaryMarketpotential?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensBestPracticesPreferredHotelsandResortsWorldwideRittenhouseHotel,PhiladelphiaSeabourn/WindstarCruises?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensKeyTermsMarkettrendsMarketingobjectivesQuotasSegmentationanalysisTimetable?2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens9、靜夜四四無(wú)鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨中中黃葉葉樹，，燈下下白頭頭人。。。02:27:2602:27:2602:271/5/20232:27:26AM11、以我獨(dú)獨(dú)沈久，，愧君相相見(jiàn)頻。。。1月-2302:27:2602:27Jan-2305-Jan-2312、故人江海別別，幾度隔山山川。。02:27:2602:27:2602:27Thursday,January5,202313、乍見(jiàn)見(jiàn)翻疑疑夢(mèng)，，相悲悲各問(wèn)問(wèn)年。。。1月-231月-2302:27:2602:27:26January5,202314、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國(guó)國(guó)見(jiàn)見(jiàn)青青山山。。。。05一一月月20232:27:26上上午午02:27:261月-2315、比不了得就就不比，得不不到的就不要要。。。一月232:27上上午1月-2302:27January5,202316、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2023/1/52:27:2602:27:2605January202317、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。2:27:26上午2:27上上午02:27:261月-239、沒(méi)沒(méi)有有失失敗敗，，只只有有暫暫時(shí)時(shí)停停止止成成功功?。?。。1月月-231月月-23Thursday,January5,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒(méi)有。。。02:27:2602:27:2602:271/5/20232:27:26AM11、成功功就是是日復(fù)復(fù)一日日那一一點(diǎn)點(diǎn)點(diǎn)小小小努力力的積積累。。。1月-2302:27:2602:27Jan-2305-Jan-2312、世間成事事，不求其其絕對(duì)圓滿滿，留一份份不足，可可得無(wú)限完完美。。02:27:2602:27:2602:27Thursday,January5,202313、不