Marketing Management <ul><li>Marketing management includes all the activities necessary to plan, research, implement, cont...
Five Components of Marketing Management <ul><li>Planning </li></ul><ul><li>Research </li></ul><ul><li>Implementation </li>...
Benefits of Marketing Management <ul><li>Marketing efforts are accomplished in a well-planned, systematic way </li></ul><u...
Benefits of Marketing Management <ul><li>Marketing efforts are always under careful scrutiny; it is always felt that there...
Benefits of Marketing Management <ul><li>Marketing personnel and other staff members are more highly motivated toward achi...
Different Methods of Organizing a Marketing Department <ul><li>Marketing and promotional mix elements </li></ul><ul><li>Fa...
Steps and Procedures in Staffing and Managing Marketing Personnel   <ul><li>Recruiting and hiring </li></ul><ul><li>Orient...
Unsophisticated Budgeting Approaches <ul><li>Arbitrary and affordable approach </li></ul><ul><li>Percentage-of-sales or ru...
Sophisticated Budgeting Approaches <ul><li>The &quot;building block&quot; procedure  </li></ul><ul><li>Objective-and-task ...
“ Building-Block” Procedure <ul><li>Allocate a tentative, overall budget to marketing or the marketing department. </li></...
“ Building-Block” Procedure <ul><li>Tentatively split the overall budget allocation between communications (the promotiona...
“ Building-Block” Procedure <ul><li>Develop the marketing plan, specifying all the activities and tasks required for adver...
Definition of Marketing Control <ul><li>Steps that an organization takes to ensure that its marketing plans are successful...
Definition of Marketing Evaluation <ul><li>Techniques used after the marketing plan period to analyze success in achieving...
Control Process for the  Marketing Plan <ul><li>Setting standards based on plans </li></ul><ul><li>Measuring performance a...
Marketing Evaluation Techniques <ul><li>Sales analysis </li></ul><ul><li>Market-share analysis </li></ul><ul><li>Marketing...
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Marketing management998 ppt@ bec doms

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Marketing management998 ppt@ bec doms

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

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