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Marketing management998 ppt@ bec doms

Marketing management998 ppt@ bec doms

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Transcript

  • 1. Marketing Management
    • Marketing management includes all the activities necessary to plan, research, implement, control, and evaluate the marketing efforts of a hospitality and travel organization.
  • 2. Five Components of Marketing Management
    • Planning
    • Research
    • Implementation
    • Control
    • Evaluation
  • 3. Benefits of Marketing Management
    • Marketing efforts are accomplished in a well-planned, systematic way
    • An adequate amount of marketing research and other marketing information is generated
    • Marketing weaknesses are quickly spotted and corrected
    • Funds and human resources available for marketing are used as efficiently and effectively as possible
  • 4. Benefits of Marketing Management
    • Marketing efforts are always under careful scrutiny; it is always felt that there is room for improvement
    • The organization is in a better position to adapt to change among customers and competition, and in the industry
    • Marketing is better integrated into all the organization's activities and within its various departments
  • 5. Benefits of Marketing Management
    • Marketing personnel and other staff members are more highly motivated toward achieving marketing objectives
    • There is a much clearer understanding of marketing results, good and bad, and the reasons for successes and failures
    • There is definite accountability for marketing
  • 6. Different Methods of Organizing a Marketing Department
    • Marketing and promotional mix elements
    • Facilities or services
    • Geography
    • Customer groupings
    • A combination of two of the above four criteria
  • 7. Steps and Procedures in Staffing and Managing Marketing Personnel
    • Recruiting and hiring
    • Orientation and training
    • Motivation, coordination, and communication
  • 8. Unsophisticated Budgeting Approaches
    • Arbitrary and affordable approach
    • Percentage-of-sales or rule-of-thumb approaches
    • Competitive-parity approach
  • 9. Sophisticated Budgeting Approaches
    • The "building block" procedure
    • Objective-and-task approach
    • Zero-based budgeting approaches
    • Other approaches
  • 10. “ Building-Block” Procedure
    • Allocate a tentative, overall budget to marketing or the marketing department.
    • Determine the marketing objectives.
    • Set objectives for each promotional mix element that are based on the marketing objectives.
  • 11. “ Building-Block” Procedure
    • Tentatively split the overall budget allocation between communications (the promotional mix) and administrative and other expenses.
    • Divide the tentative communications budget on a provisional basis among advertising, sales promotion, personal selling, and public relations and publicity.
  • 12. “ Building-Block” Procedure
    • Develop the marketing plan, specifying all the activities and tasks required for advertising, sales promotion, personal selling, and public relations and publicity.
    • Determine the final allocations for advertising, sales promotion, personal selling, and public relations and publicity, and administrative and other elements, based on the activities included in the marketing plan.
  • 13. Definition of Marketing Control
    • Steps that an organization takes to ensure that its marketing plans are successful.
  • 14. Definition of Marketing Evaluation
    • Techniques used after the marketing plan period to analyze success in achieving individual marketing objectives and to more broadly assess the entire organization’s marketing efforts
  • 15. Control Process for the Marketing Plan
    • Setting standards based on plans
    • Measuring performance against standards
    • Correcting deviations from standards and plans
  • 16. Marketing Evaluation Techniques
    • Sales analysis
    • Market-share analysis
    • Marketing cost and profitability analysis
    • Efficiency ratios
    • Marketing-effectiveness rating review
    • Marketing audit