Year’sMarketingPlan(营销管理,菲利普·科特勒教

©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapter19NextYear’sMarketingPlan©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens“Ifyoudon’thaveacompetitiveadvantage,don’tcompete.”-JackWelch“AtPreferredHotels&Resorts,webelievethattheproductpreferencesofaffluentcustomersareasdiverseastheconsumersthemselves.”-PeterCass©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Knowwhyitisimportanttohaveamarketingplanandbeabletoexplainthepurposeofamarketingplan•Prepareamarketingplanfollowingtheprocessdescribedinthischapter©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPurposeofaMarketingPlan•Providesaroadmapforallmarketingactivitiesofthefirmforthenextyear•Ensuresthatmarketingactivitiesareinagreementwiththecorporatestrategicplan•Forcesmarketingmanagerstoreviewandthinkthroughobjectivelyallstepsinthemarketingprocess©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPurposeofaMarketingPlan•Assistinthebudgetingprocesstomatchresourceswithmarketingobjectives•Createsaprocesstomonitoractualagainstexpectedresults©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensMarketingPlanSectionsI.ExecutiveSummaryII.CorporateConnectionIII.PositioningStatementIV.EnvironmentalAnalysisandForecastingV.SegmentationandTargetingVI.NextYear’sObjectives©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensMarketingPlanSectionsI.ResourcesNeededtoSupportStrategiesandMeetObjectivesII.MarketingControlIII.PresentingandSellingthePlanIV.PreparingfortheFuture©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionI:ExecutiveSummary•Writeitfortopexecutives•Limitthepagestobetweentwoandfour•Useshortsentencesandparagraphs.Avoidusingwordsthatareunlikelytobeunderstood©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionI:ExecutiveSummary•Organizethesummaryasfollows:describenextyear’sobjectivesinquantitativeterms;brieflydescribemarketingstrategiestomeetgoalsandobjectives,includingadescriptionoftargetmarkets;describeexpectedresultsbyquarter;identifythedollarcostsnecessary,aswellaskeyresourcesneeded©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionI:ExecutiveSummary•Readandrereadtheexecutivesummaryseveraltimes.Modifyandchangethesummaryuntilitflowswell,iseasilyread,andconveysthecentralmessageofthemarketingplan©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionII:CorporateConnection•RelationshiptoOtherPlans•Corporategoalswithrespecttoprofit,growth,etc.•Desiredmarketshare•Positioningofthecompanyorofitsproductlines©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionII:CorporateConnection•RelationshiptoOtherPlans•Verticalorhorizontalintegration•Strategicalliances•Productlinebreadthanddepth•Customerrelationshipmanagement(CRM)©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSectionII:CorporateConnection•MarketingRelatedPlans•Sales•Advertisingandpromotion•Publicrelationsandpublicity•Marketingresearch•Pricing•Customerservice©2006PearsonEducati