Learning Objectives

Chapter 8: The Marketing Plan and the 8 Ps

1.
2.
3.
4.
5.

Define the term marketing plan.

Explain the difference between tactical and
strategic marketing planning.
List eight requirements for an effective
marketing plan.
Explain the benefits of having a marketing
plan.
Describe the contents of a marketing plan.

Learning Objectives
Chapter 8: The Marketing Plan and the 8 Ps

6.

7.
8.

List four approaches to developing

marketing budgets and recommend one of
these approaches.
Describe the three major steps involved in
preparing a marketing plan.
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.

Seven Requirements for an

Effective Marketing Plan
1.
2.
3.
4.
5.
6.
7.

Fact-based
Organized and coordinated
Programmed
Budgeted
Flexible
Controllable
Clear and simple

Benefits of Having a
Marketing Plan

1.
2.
3.
4.
5.

Activities matched with target markets.

Consistency of objectives and targetmarket priorities.
Common terms of reference.
Assistance in measuring marketing
success.
Continuity in long-term planning.

Contents of a Marketing Plan

A written plan of action used to guide an
organizations marketing activities for a
period of a year or less.
Three parts:
1. Executive Summary
2. Marketing Plan Rationale
3. Implementation Plan

A Systematic, Five-Step Approach for

Marketing Hospitality and Travel
Organizations
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?

Contents of a Marketing Plan

Marketing Plan Rationale

Situation analysis highlights:

Where are we now?

Selected marketing strategy:

Where would we like to be?

Contents of a Marketing Plan

Implementation 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 timetable

3. Write the Executive Summary

The 8Ps of
Hospitality and Travel Marketing

Traditional

Product
Price
Place
Promotion

Additional

Packaging
Programming
People
Partnership

Marketing Plan Development Process

Situation Analysis & Research Results

Example of an organization
with three target markets

Marketing Strategy &

Target Market Selection

Target Market
1

Target Market
2

Target Market
3

Positioning

Positioning

Positioning

Objectives

Objectives

Objectives

Marketing
Mix (8Ps)

Marketing
Mix (8Ps)

Marketing
Mix (8Ps)

Marketing Plan