Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Chapter 20 Marketing Management, Evaluation, and Control

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Marketing Management Includes all the activities necessary to plan, research, implement, control, and evaluate the marketing efforts of a hospitality and travel organization

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Five Components of Marketing Management a.Planning b.Research c.Implementation d.Control e.Evaluation

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Different Methods of Organizing a Marketing Department a. Marketing or promotional mix elements b. Brands or facilities c. Geographic origins d. Customer segments e. Some combination of these four approaches

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Steps and Procedures in Staffing and Managing Marketing Personnel a. Recruiting and hiring b. Orientation and training c. Motivation, coordination, and communication

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Unsophisticated Budgeting Approaches a. Affordable and incremental approaches b. Percentage-of-sales or rule-of-thumb approaches c. Competitive-parity approach

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Sophisticated Budgeting Approaches a. The building-block procedure b. Objective-and-task approach c. Zero-based budgeting approach d. Other approaches

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Figure 20.2 Building-block procedure for developing a marketing budget.

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Definition of Marketing Control Steps that an organization takes to monitor and adjust the marketing plan as it progresses, as well as the procedures it selects to ensure that its marketing plans are successful

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Definition of Marketing Evaluation Techniques used after the marketing plan period to analyze success in achieving individual marketing objectives and to more broadly assess the entire organization’s marketing efforts

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Control Process for the Marketing Plan 1. Establishing performance standards or metrics based on plans and the objectives contained in these plans 2. Periodically monitoring actual performance against these standards 3. Adjusting procedures or activities accordingly

Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Marketing Evaluation Techniques a. Sales analysis b. Market-share analysis c. Marketing cost and profitability analysis d. Efficiency ratios e. Marketing-effectiveness rating review f. Marketing audit