Slide 17.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Chapter 17 Marketing Planning

Slide 17.2 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Four Levels of Marketing Environment Affecting the Organisation Table 17.1 Four levels of marketing environment affecting the organisation

Slide 17.3 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Four Levels of Marketing Environment Affecting the Organisation Table 17.1 Four levels of marketing environment affecting the organisation (cont’d)

Slide 17.4 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Issues of poor planning: 1.Lack of senior management support 2.Inappropriate planning procedures 3.Poor planning and management 4.Unpredictable external events 5.Organisational and managerial acceptance 6.Level of detail

Slide 17.5 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Stages of marketing planning: 1.What is it we want? 2.Where are we now? 3.Where do we want to go? 4.How do we get there? 5.Where did we get to?

Slide 17.6 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Figure 17.1 A model of marketing planning

Slide 17.7 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Involvement levels for marketing planning Figure 17.2 Involvement levels for marketing planning

Slide 17.8 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors STEP analysis Social Technological Economic Political

Slide 17.9 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Five forces governing competition in an industry Figure 17.3 Five forces governing competition in an industry Source: Adapted with the permission of The Free Press, a Division of Simon & Schuster Adult Publishing Group, from Competitive Strategy: Techniques for Analyzing Industries and Competitors by Michael E. Porter. Copyright © 1980, 1998 by The Free Press. All rights reserved

Slide Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Market growth – market share portfolio analysis matrix Figure 17.4 Market growth – market share portfolio analysis matrix

Slide Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Figure 17.5 No-frills airline product features

Slide Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors SMART Specific Measurable Achievable Realistic Time limits

Slide Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Tourism demand problems Figure 17.6 Tourism demand problems

Slide Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Some general characteristics of segmentation strategies Table 17.2 Some general characteristics of segmentation strategies

Slide Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Some general characteristics of segmentation strategies Table 17.2 Some general characteristics of segmentation strategies (cont’d)