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Marketing Management: Strategies for Hospitality Industry Success

Explore the comprehensive activities and methods involved in planning, researching, implementing, and evaluating marketing efforts within hospitality and travel organizations. Learn the key components, methods of organizing departments, techniques for staffing, budgeting approaches, control processes, and evaluation techniques to enhance marketing effectiveness.

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Marketing Management: Strategies for Hospitality Industry Success

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  1. Chapter 20 Marketing Management,Evaluation, and Control

  2. Marketing Management Includes all the activities necessary to plan, research, implement, control, and evaluate the marketing efforts of a hospitality and travel organization

  3. Five Components of Marketing Management a. Planning b. Research c. Implementation d. Control e. Evaluation

  4. Different Methods of Organizing a Marketing Department Marketing or promotional mix elements Brands or facilities Geographic origins Customer segments Some combination of these four approaches

  5. Steps and Procedures in Staffing and Managing Marketing Personnel Recruiting and hiring Orientation and training Motivation, coordination, and communication

  6. Unsophisticated Budgeting Approaches • Affordable and incremental approaches • Percentage-of-sales or rule-of-thumb approaches • Competitive-parity approach

  7. Sophisticated Budgeting Approaches • The building-block procedure • Objective-and-task approach • Zero-based budgeting approach • Other approaches

  8. Figure 20.2 Building-block procedure for developing a marketing budget.

  9. 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

  10. 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

  11. Control Process for the Marketing Plan Establishing performance standards or metrics based on plans and the objectives contained in these plans Periodically monitoring actual performance against these standards Adjusting procedures or activities accordingly

  12. Marketing Evaluation Techniques Sales analysis Market-share analysis Marketing cost and profitability analysis Efficiency ratios Marketing-effectiveness rating review Marketing audit

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