Chapter 9. The Marketing Plan
and the 8 Would We Like to
1. Marketing plan
A marketing plan is a written plan used to
guide an organizations marketing
activities for a period of two years or less.
2. Tactical plan vs. strategic marketing
Chapter 1. Marketing
Defined is Marketing?
1-1. What is marketing?
Marketing is a continuous, sequential process
through which management in the hospitality and
tourism industry plans, researches, implements,
controls, and evaluates activities de
HTM 231: Book Notes
Chapter 7: Market Segmentation
What is market segmentation? (207)
Market Segmentation is the division of the overall market for a service into groups of people
with common characteristics.
They are usually called market segments or t
Chapter 14. Communications
and theDo We Get There?
1. Promotional mix
The promotional mix is the combination of
advertising, personal selling, sales promotion,
merchandising, and public relations and
publicity approaches used for a
Chapter 12. Packaging and
ProgrammingWe Get There?
1. Packaging and programming
Packaging: The combination of related and
complementary services into a single-price
Programming: A technique closely related to
packaging, involving the
Chapter 8. Marketing Strategy:
Strategies, Positioning, and Marketing
Objectives Would We Like to
3. Segmented marketing strategies and the
alternative marketing strategies by target market
Segmented strategies, also known as differentia
Chapter 13. The Distribution
Mix andDo We Get Trade
the Travel There?
1. Distribution mix and travel
Distribution mix: The combination of the direct
and indirect distribution channels that a
hospitality and travel organization uses to make
Chapter 11. People: Services
and Service QualityThere?
How Do We Get
1. Two main groups of people involved in
hospitality and travel marketing
The guests (customers)
The hosts (those who work within hospitality and
2. Key r
Chapter 10. Product
Development and There?
How Do We Get
Kotler, Bowen, and Makens, Marketing for Hospitality
and Tourism, 4th edition, Upper Saddle River, NJ:
Pearson Education, chapter 9.
What is a Product?
A product is an
Chapter 7. Marketing
Strategy: Would We Like to
Segmentation and Trends
1. Definition of market
Market segmentation is the division of
the overall market for a service into
groups of customers with common
Chapter 6. Marketing
ResearchAre We Now?
1. Marketing research
1) What is marketing research?
Marketing research is the function of marketing that
links the consumer, customer, and public to the
marketer through information.
This information is
Chapter 4. Customer
Behavior Are We Now?
6. Three categories of decision
processes that customers follow. (p.
Customers make routine buying decisions
frequently and with little effort.
Customers make more effort with limited
Chapter 2. Marketing
Hospitality and Travel
What is Marketing?
1. The meaning of services marketing
A branch of marketing that applies specifically in
the service industries in which there is
recognition of the uniqueness of all services
chapter 5. Analyzing
MarketingAre We Now?
1. Situation analysis, market
analysis, and feasibility analysis
A situation analysis is a study of the marketing
strengths, weaknesses, opportunities, and threats
of an existing b
Objectives of Prices
Make a satisfactory profit
Price meets criteria:
o Cover all expenses
o Attractive to customers
o Balancing price & demand
Difficult to increase prices
Strategic Price vs. Tactical Price