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1、Chapter19NextYear’sMarketingPlan“Ifyoudon’thaveacompetitiveadvantage,don’tcompete.”-JackWelch“AtPreferredHotels&Resorts,webelievethattheproductpreferencesofaffluentcustomersareasdiverseastheconsumersthemselves.”-PeterCass©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUp
2、perSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectivesKnowwhyitisimportanttohaveamarketingplanandbeabletoexplainthepurposeofamarketingplanPrepareamarketingplanfollowingtheprocessdescribedinthischapter©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,
3、NJ07458Kotler,Bowen,andMakensPurposeofaMarketingPlanProvidesaroadmapforallmarketingactivitiesofthefirmforthenextyearEnsuresthatmarketingactivitiesareinagreementwiththecorporatestrategicplanForcesmarketingmanagerstoreviewandthinkthroughobjectivelyallstepsinthemarketingprocess©2006PearsonEducati
4、on,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPurposeofaMarketingPlanAssistinthebudgetingprocesstomatchresourceswithmarketingobjectivesCreatesaprocesstomonitoractualagainstexpectedresults©2006PearsonEducation,Inc.MarketingforHospitalityandTour
5、ism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensMarketingPlanSectionsExecutiveSummaryCorporateConnectionPositioningStatementEnvironmentalAnalysisandForecastingSegmentationandTargetingNextYear’sObjectives©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSadd
6、leRiver,NJ07458Kotler,Bowen,andMakensMarketingPlanSectionsResourcesNeededtoSupportStrategiesandMeetObjectivesMarketingControlPresentingandSellingthePlanPreparingfortheFuture©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSecti
7、onI:ExecutiveSummaryWriteitfortopexecutivesLimitthepagestobetweentwoandfourUseshortsentencesandparagraphs.Avoidusingwordsthatareunlikelytobeunderstood©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRive