Year’sMarketingPlan(营销管理,菲利普·科特勒教

1、2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChapter 19Next Years Marketing Plan2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Maken

2、s“If you dont have a competitive advantage, dont compete.”- Jack Welch “At Preferred Hotels & Resorts, we believe that the product preferences of affluent customers are as diverse as the consumers themselves.”- Peter Cass 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th ed

3、itionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChapter Objectives Know why it is important to have a marketing plan and be able to explain the purpose of a

4、 marketing plan Prepare a marketing plan following the process described in this chapter 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editio

5、nUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensPurpose of a Marketing Plan Provides a road map for all marketing activities of the firm for the next year Ensures that marketing activities are in agreement with the corporate strategic plan Forces marketing managers to review and think through

6、 objectively all steps in the marketing process 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bow

7、en, and MakensPurpose of a Marketing Plan Assist in the budgeting process to match resources with marketing objectives Creates a process to monitor actual against expected results 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowe

8、n, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensMarketing Plan SectionsI.Executive SummaryII.Corporate ConnectionIII. Positioning StatementIV. Environmental Analysis and ForecastingV.Segmentation and Ta

9、rgetingVI. Next Years Objectives2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensMa

10、rketing Plan SectionsI.Resources Needed to Support Strategies and Meet ObjectivesII.Marketing ControlIII. Presenting and Selling the PlanIV. Preparing for the Future2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens20

11、06 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection I: Executive Summary Write it for top executives Limit the pages to between two and four Use short sentences and paragraphs. Avoid using words that are unlikely

12、to be understood 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection I: Execut

13、ive Summary Organize the summary as follows: describe next years objectives in quantitative terms; briefly describe marketing strategies to meet goals and objectives, including a description of target markets; describe expected results by quarter; identify the dollar costs necessary, as well as key

14、resources needed 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection I: Execut

15、ive Summary Read and reread the executive summary several times. Modify and change the summary until it flows well, is easily read, and conveys the central message of the marketing plan 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler

16、, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection II: Corporate Connection Relationship to Other Plans Corporate goals with respect to profit, growth, etc. Desired market share Positioning o

17、f the company or of its product lines2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Mak

18、ensSection II: Corporate Connection Relationship to Other Plans Vertical or horizontal integration Strategic alliances Product line breadth and depth Customer relationship management (CRM) 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kot

19、ler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection II: Corporate Connection Marketing Related Plans Sales Advertising and promotion Public relations and publicity Marketing research Pricin

20、g Customer service 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection II: Cor

21、porate Connection Corporate Direction Mission Statement Corporate Philosophy Corporate Goals 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th ed

22、itionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection III: Environmental Analysis and Forecasting A marketing plan should provide a positioning statement of how the enterprise intends to differentiate position itself in the marketplace 2006 Pearson Education, Inc. Marketing for Hospital

23、ity and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection III: Environmental Analysis and Forecasting Major Environmental Factors Socia

24、lPoliticalEconomic2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection III: Env

25、ironmental Analysis and Forecasting Competitive Analysis Market TrendsVisitor TrendsCompetitive TrendsRelated Industry Trends2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for

26、 Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection III: Environmental Analysis and Forecasting Market Potential should be viewed as the total available demand for a hospitality product within a particular geographic market at a given price 2006 Pearson

27、 Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection III: Environmental Analysis and Foreca

28、sting Market ResearchMacromarket information Industry trends, social-economic political trends, competitive information, industry wide customer data2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Educat

29、ion, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection III: Environmental Analysis and Forecasting Market ResearchMicromarket Information Guest information, product/service information, new product analysis and testing, intermediary

30、buyer data, pricing studies, key account information, advertising/promotion effectiveness2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editio

31、nUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection IV: Segmentation and Targeting Segmentation Analysis is the selection of segments as the result ofUnderstanding what the company is and what it wishes to beStudying available segments and determining if they fit the capabilities and desi

32、res of the company to obtain and secure them 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen,

33、 and MakensSection IV: Segmentation and Targeting TargetingBegins by defining the mix of desired guests support the positioning strategy of the company support revenue management Selected from the list of available segments2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editi

34、onUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection V: Next Years Objectives and Quotas ObjectivesMust be quantitative, time and profit/margin specificEsta

35、blished after considering corporate goals, corporate resources, environmental factors, competition, market trends, market potential, available market segments and possible target markets 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotle

36、r, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection V: Next Years Objectives and Quotas Quotas must be:Based on next years objectivesIndividualizedRealistic and obtainableBroken down to small

37、 unitsUnderstandable and measurable 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Make

38、nsSection VI: Action Plans: Strategies and Tactics Marketing strategies and tactics employ advertising and promotion, sales and distribution, pricing and product Must be custom designed to meet the specific needs of a company Must allow companies to meet or exceed objectives 2006 Pearson Education,

39、Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection VI: Action Plans: Strategies and Tactics Sales Str

40、ategies Prevent erosion of key accounts Grow key accounts Grow selected marginal accounts Eliminate selected marginal accounts 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing f

41、or Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection VI: Action Plans: Strategies and Tactics Sales Strategies Retain selected marginal accounts but provide lower-cost sales support Obtain new business from selected prospects 2006 Pearson Education, In

42、c. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection VI: Action Plans: Strategies and Tactics Advertising

43、 and Promotion StrategiesSelect a blend or mix of media Select or approve the message Design a media schedule showing when each medium will be employedDesign a schedule of events 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen

44、, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection VI: Action Plans: Strategies and Tactics Advertising and Promotion StrategiesCarefully transmit this information to management Supervise the develo

45、pment and implementation of advertising/promotion programs Assume responsibility for the outcome 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4t

46、h editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection VI: Action Plans: Strategies and Tactics Pricing StrategiesPricing is a function of marketing Fencing is placing restrictions on customer segments selected due to their perceived level of price elasticity2006 Pearson Education, I

47、nc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection VII: Resources Needed to Support Strategies & M

48、eet Objectives Personnel Other Monetary Support Research, Consulting, and Training Miscellaneous Costs Budgets2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality an

49、d Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection VIII: Marketing Control Sales Objectives Sales Forecast and Quotas Expenditures against Budget Periodic Evaluation of All Marketing Objectives Marketing Activity Timetable Readjustments to Marketing Plan2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSection IX: Presenting and Selling th