YearsMarkeinglan营销管理,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、静夜四四无邻，，荒居旧旧业贫。。。1月-231月-23Thursday,January5,202310、雨中中黄叶叶树，，灯下下白头头人。。。02:27:2602:27:2602:271/5/20232:27:26AM11、以我独独沈久，，愧君相相见频。。。1月-2302:27:2602:27Jan-2305-Jan-2312、故人江海别别，几度隔山山川。。02:27:2602:27:2602:27Thursday,January5,202313、乍见见翻疑疑梦，，相悲悲各问问年。。。1月-231月-2302:27:2602:27:26January5,202314、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。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、行动出成果果，工作出财财富。。2023/1/52:27:2602:27:2605January202317、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。2:27:26上午2:27上上午02:27:261月-239、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。1月月-231月月-23Thursday,January5,202310、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。02:27:2602:27:2602:271/5/20232:27:26AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。1月-2302:27:2602:27Jan-2305-Jan-2312、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。02:27:2602:27:2602:27Thursday,January5,202313、不