Slide 17.1

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Chapter 17Marketing Planning

Slide 17.2

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Four Levels ofMarketing 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 ofMarketing Environment

Affecting the Organisation

Table 17.1 Four levels of marketing environment affecting the organisation (cont’d)

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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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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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Figure 17.1 A model of marketing planning

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Involvement levelsfor marketing planning

Figure 17.2 Involvement levels for marketing planning

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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 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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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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Figure 17.5 No-frills airline product features

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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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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 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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Some generalcharacteristics of

segmentation strategies

Table 17.2 Some general characteristics of segmentation strategies (cont’d)