Learning Objectives

Chapter 9: The Marketing Plan and the 8 Ps

1. Define the term marketing plan.2. Explain the difference between tactical and

strategic marketing planning.3. List eight requirements for an effective

marketing plan.4. Explain the benefits of having a marketing plan.5. Describe the contents of a marketing plan.

Learning Objectives

Chapter 9: The Marketing Plan and the 8 Ps

6. List four approaches to developing marketing budgets and recommend one of these approaches.

7. Describe the three major steps involved in preparing a marketing plan.

8. List the 8 Ps of hospitality and travel marketing.

Difference between Tactical and Strategic Marketing Planning

Tactical = short-term marketing planning for two years or less.

Strategic = long-term marketing planning for up to three to five years in the future.

Eight Requirements for an Effective Marketing Plan

1. Fact-based2. Organized and coordinated3. Programmed4. Budgeted5. Flexible6. Controllable7. Internally consistent and interrelated8. Clear and simple

Benefits of Having a Marketing Plan

1. Activities matched with target markets.2. Consistency of objectives and target-market

priorities.3. Common terms of reference.4. Assistance in measuring marketing success.5. Continuity in long-term planning.

Contents of a Marketing Plan

A written plan of action used to guide an organization’s marketing activities for a period of a year or less.

Three parts:

1. Executive Summary2. Marketing Plan Rationale3. Implementation Plan

1. Where are we now?

2. Where would we like to be?

3. How do we get there?

4. How do we make sure we get there?

5. How do we know if we got there?

A Systematic, Five-Step Approach for Marketing Hospitality and Travel Organizations

Contents of a Marketing PlanMarketing Plan Rationale

Situation analysis highlights:“Where are we now?”

Selected marketing strategy:“Where would we like to be?”

Contents of a Marketing PlanImplementation Plan

Activities plan Marketing budget

“How do we get there?”

Control procedures“How do we make sure we get there?”

Evaluation procedures“How do we know if we got there?

Approaches to Developing Marketing Budgets

1. Historical or arbitrary budgeting

2. Rule-of-thumb budgeting

3. Competitive budgeting

4. Objective-and-task budgeting (recommended approach)

Steps in Preparing a Marketing Plan

1. Prepare the Marketing Plan Rationale Review and summarize: Situation analysis Marketing research studies Market segmentation Segmentation approach and bases Target-market selection Marketing strategy Positioning approaches Marketing mixes Marketing objectives

Steps in Preparing a Marketing Plan

2. Develop a Detailed Implementation Plan Design and specify: Activities by marketing-mix element for target markets Responsibilities (internal and external) Timetable and activity schedule Budget and contingency fund Expected results Measurements Progress reporting procedures Performance standards Evaluation timetable3. Write the Executive Summary

The 8Ps of Hospitality and Travel Marketing

Traditional

Product Price Place Promotion

Additional

Packaging Programming People Partnership

Marketing Mix (8Ps)

Objectives

Positioning

Marketing Strategy & Target Market Selection

Situation Analysis & Research Results

Target Market 1

Target Market 2

Target Market 3

Positioning

Objectives

Marketing Mix (8Ps)

Positioning

Objectives

Marketing Mix (8Ps)

Marketing Plan

Example of an organization with three target markets

Marketing Plan Development Process