Chapter

Marketing Plan
Jennifer Li
1
 Marketing Process

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C1-INTRO C4-Mkt Strategy C5-8 Mkt Mix CRM&PRM Customer satisfaction

C2-Mkt Environment products CLV
C3-Mkt Research pricing Market share
place Share of customer
Promotion
C9-Mkt Plan
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Why a marketing plan

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is needed?

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Purpose of a Marketing Plan
1. Provides a road map for all marketing activities of the
firm for the next year
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2. Ensures that marketing activities are in agreement with
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the corporate strategic plan

3. Forces marketing managers to review and think through
objectively all steps in the marketing process
4. Assist in the budgeting process to match resources with
marketing objectives
5. Creates a process to monitor actual against expected
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 Chapter Objectives

1. Know why it is important to have a marketing

plan and be able to describe the process of a
marketing plan
旅游学概论
2. Assignments reviews & comments

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NATURAL

Marketing Plan
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营销计划

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What is a Marketing Plan ?

• A document
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that outlines the marketing
strategies,
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tactics and activities that a business
intends to employ to support a brand/product

• It provides direction for individuals and teams

• It is both a strategic and operational document

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Marketing Plan Sections

I. Executive Summary
II. Environmental Analysis
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III. Marketing Strategy & Tactics
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IV. Marketing Budget

V. Marketing Control

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An Elaborate Marketing Plan Sections
I. Executive Summary
II. Corporate Connection
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III. Positioning Statement
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IV. Environmental Analysis and Forecasting
V. Segmentation and Targeting
VI. Next Year’s Objectives
VII. Resources Needed
VIII. Marketing Control
IX. Presenting and Selling the Plan
X. Preparing for the Future
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Section I: Executive Summary

• WriteNATURAL
it for top executives
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• Describe marketing objectives in quantitative

terms; marketing strategies to meet goals and
objectives; expected results by quarter;
identify the dollar costs necessary, as well as
key resources needed

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Section II: Environmental Analysis
• A positioning statement of how the enterprise
intends to differentiate – position itself in the
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marketplace
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• Macro Environmental Factors (PESTEL)

• Micro Environmental Factors (Competitive Analysis)

• Market Research
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Structure diagram
Macro
Politics Law Socio-Culture Demography

Competitors Micro

Suppliers--》Company--》Intermediaries--》Consumers

Publics
Economy Ecology (nature) Technology

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Methods

1. PESTEL
2. SWOT
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3. OT matrix
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4. product/market opportunity matrix

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Types of Marketing Research

Exploratory
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research探索性研究
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Descriptive research描述性研究

Causal research因果性研究

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 Research Methods

• Secondary research à Desk research 案头调研

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• Primary research à Field research 实地调研

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--Observational research (direct, indirect)

--Survey research (different contact approaches)
--Experimental research (Suitable for causal research)

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Section III: Marketing Objectives

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• Must be quantitative, time and profit specific
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• Considering corporate goals & resources,

environmental factors, competition, market
trends, available market segments and
possible target markets

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 Section III: Marketing Strategy & Tactics

• A business's action plan for reaching prospective

consumers
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and turning them into their customers
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• Must allow companies to meet or exceed objectives

• STP

• 4Ps (or 7Ps, 4Cs)

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Segmentation Variables

1. Geographic Segmentation

2. Demographic Segmentation

3. Psychographic Segmentation

4. Behavior Segmentation
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Market-coverage strategies

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Positioning Measurement à Positioning map

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 Product Life Cycle

Sales and
Profits ($) Sales
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Profits

Time

Product Introduction Growth Maturity Decline

Develop-
ment

Losses/
Investments ($)
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Product Life-Cycle Strategies

• Introduction
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Quick skimming／Slow
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skimming
Fast penetration／Slow penetration
• Growth
• Maturity
Market ／ Product improvement ／ Marketing mix
improvement／New product development
• Decline
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Factors to Consider when Setting Prices

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Pricing Strategies

• New-Product Pricing Strategies

• Existing-Product Pricing Strategies

• Psychological Pricing

• Promotional Pricing
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Marketing Channel Strategy Decisions

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Promotion :
Integrated
Marketing
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Communications
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Section IV: Marketing Budget
• reflect projected costs weekly, monthly,
quarterly,
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• Larger organizations
corporate policies and procedures may direct
marketing managers

• Smaller companies
marketing managers develop their own list
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Section V : Marketing Control

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• Sales Objectives
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• Expenditures against Budget

• Periodic Evaluation of All Marketing Objectives
• Marketing Activity Timetable
• Readjustments to Marketing Plan

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Recommended Readings

1. “Marketing_for_Hospitality_and_Tourism”
Page 567-600
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2. 旅游市场营销（曲颖 第2版）第7章

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NATURAL

Assignment
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Review & Comments

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Assignment-C7
Choose a company related to the tourism industry, use the STP
theory and 4Ps tools to design the marketing strategy and
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tactics for the company.
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Requirements:
1. Set a business goal first, then set marketing objectives.
2. The designing of the strategy and tactics should be based on
the above goal/objectives.
3. Deadline: December 30th (ALL assignments + notes)

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THANK YOU

Jennifer Li
39