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Next Year Marketing Plan

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Next Year Marketing Plan

  1. 1. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />1<br />Chapter 19Next Year’s Marketing Plan<br />The marketing department should operate with direction and be proactive. A new marketing plan must be written each year.<br />
  2. 2. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />2<br />A marketing plan serves several purposes within any hospitality company:<br />Provides a road map for all marketing activities of the firm for the next year<br />Ensures that marketing activities are in agreement with the corporate strategic plan<br />Forces marketing managers to review and think through objectively all steps in the marketing process<br />Assists in the budgeting process to match resources with marketing objectives<br />Creates a process to monitor actual against expected results.<br />
  3. 3. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />3<br />A Marketing Plan<br />I. Executive summary<br />II.  Corporate connection <br />III.  Environmental analysis and forecasting<br />IV.  Segmentation and targeting<br />V.  Next year’s objectives and quotas,<br />VI.  Action plans: strategies and tactics<br />VII.  Resources needed to support strategies and meet objectives,<br />VIII.  Marketing control<br />IX.  Presenting and selling the plan,<br />X.  Preparing for the future<br />
  4. 4. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />4<br />Overview of the entire plan, including a description of the product or service, the differential advantage, the required investment, and anticipated sales and profits.<br />Table of Contents<br />Executive Summary<br />
  5. 5. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />5<br />Corporate Connection<br />A marketing plan is not a stand-alone tool. It must be linked to the firm’s strategic plan and supported by the other functional areas.<br />
  6. 6. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />6<br />Environmental Analysis and Forecasting<br />Major environmental factors:<br />Social <br />Political <br />Economic trends<br />Competitive Analysis<br />Market Trends<br />Market Potential <br />Market Research<br />
  7. 7. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />7<br />Segmenting and Targeting<br />Describe your target market segment in detail by using demographics, psychographic, geographic, life-style, or whatever segmentation is appropriate. Why is this your target market. How large is it? (Size may be described by both geographic dimensions and actual numbers).<br />
  8. 8. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />8<br />Next Year’s Objectives and Quotas<br />Give the overall marketing goals of the firm. State precisely the marketing objectives in terms of sales volume, market share, return on investment, awareness, or other measurement and indicate the time needed to achieve each one.<br />
  9. 9. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />9<br />Action Plans: Strategies & Tactics<br /><ul><li>Consider the alternatives for overall strategy, chose those alternatives which you think are most appropriate. </li></li></ul><li>Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />10<br />Action Plans: Strategies & Tactics<br />State how you will implement the marketing strategy (s) chosen in terms of product, price, promotion, distribution, and other tactical variables. The tactical section will become your action plan. It should be specific, include times, persons responsible, and other details. Someone new to the business should be able to pick up the action plan and implement it, because it states clearly and precisely what is to be done. Any potential problem areas with the implementation of the plan should be mentioned, along with suggestions on to avoid them.<br />
  10. 10. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />11<br />Resources needed to support strategies and meet objectives<br />Compute sales increases and contribution margins to justify your marketing plan. These will be compared with a detailed budget for the marketing plan.<br />
  11. 11. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />12<br />Marketing Control<br />Sales objectives<br />Sales forecast and quotas<br />Expenditures against budget<br />Periodic evaluation of all marketing objectives<br />Marketing activity timetable<br />Readjustments to the marketing plan<br />
  12. 12. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />13<br />Presenting and Selling the Plan<br />Members of marketing/sales department<br />Vendors/ad agencies <br />and others<br />Top management<br />
  13. 13. Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.<br />Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458<br />14<br />Preparing for the Future<br />Market planning as a growth tool<br />Managers learn to set objectives and timetables<br />Managers learn to establish strategies and develop tactics to achieve them<br />

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