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

2. 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

3. 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)

4. 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

5. 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?

6. 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

7. 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

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

9. 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

10. Slide 17.10 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

11. Slide 17.11 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Figure 17.5 No-frills airline product features

12. Slide 17.12 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors SMART Specific Measurable Achievable Realistic Time limits

13. Slide 17.13 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Tourism demand problems Figure 17.6 Tourism demand problems

14. Slide 17.14 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

15. Slide 17.15 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)