slide 17.1 cooper et al: tourism: principles and practice, 3e pearson education limited 2005, ©...
TRANSCRIPT
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Slide 17.1
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Chapter 17Marketing Planning
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Slide 17.2
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Four Levels ofMarketing Environment
Affecting the Organisation
Table 17.1 Four levels of marketing environment affecting the organisation
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Slide 17.3
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Four Levels ofMarketing Environment
Affecting the Organisation
Table 17.1 Four levels of marketing environment affecting the organisation (cont’d)
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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
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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?
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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
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Slide 17.7
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Involvement levelsfor marketing planning
Figure 17.2 Involvement levels for marketing planning
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Slide 17.8
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
STEP analysis • Social
• Technological
• Economic
• Political
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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 industrySource: 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
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Slide 17.10
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Market growth – marketshare portfolio analysis matrix
Figure 17.4 Market growth – market share portfolio analysis matrix
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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
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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
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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
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Slide 17.14
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Some generalcharacteristics of
segmentation strategies
Table 17.2 Some general characteristics of segmentation strategies
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Slide 17.15
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Some generalcharacteristics of
segmentation strategies
Table 17.2 Some general characteristics of segmentation strategies (cont’d)