Difference Between Sales Marketing Focuses

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					         Chapter 2


Developing a Marketing Plan
          Difference Between
      Sales & Marketing Focuses
         Marketing                   Sales


•   Market Analysis         •   Field & Desk Work

•   Long-term trends        •   Short-term

•   Creating New Products   •   Today’s Products

•   Profit Planning         •   Volume and Quotas
“Sales is getting rid of what
 you have…
 Marketing is giving
 customers what they want”

Theodore Levitt (loosely quoted)
          Marketing
“Communicating to a target market
 and giving them what they want,
  when they want it, where they
  want it, and at a price they are
       willing to pay for it.”
 Marketing Mix - “The Four P’s”
Product
  – Includes physical features & intangible factors

Place
  – Accessibility of the product to the customer

Promotion
  – Includes persuasion and communication

Price
  – Charge for services
  Four Steps of a Marketing Plan
1.Conducting Market Research


2.Selecting Target Markets & Positioning


3.Establishing Objectives & Action Plans


4.Reviewing & Monitoring the Marketing Plan
 Four Steps of a Marketing Plan
1.Conducting Market Research - (SWOT)

Property Analysis
  – “See” your property for the first time
Competition Analysis
  – Who are your competitors? Visit them
Marketplace Analysis
  – Situation analysis of the environment
Mirage Floor Plan
  Four Steps of a Marketing Plan
2. Selecting Target Markets & Positioning

Target Market
  – Market segments identified as having the
    greatest potential for a property


Positioning
  – Guest’s perception of your property
  – Your perception of your hotel must match
    your guest’s perception.
Which Segments Should You Target?
1. Does the property meet the needs of this segment?

2. How does the competition meet the needs of this
   segment?

3. Does this segment meet the property’s needs?

4. How much business are you currently getting from this
   segment?

5. How much time and money will it take to attract this
   segment?
              Positioning Factors
Physical Attributes
   – What are the physical characteristics of your hotel?
Service
   – How efficient is your registration process?
   – How long is the wait at your restaurant?

Personnel
   – Are your customer contact people courteous and friendly?
   – Can they communicate well and respond to guest needs?

Location
   – What are the pros and cons of your location?

Image
   – How does the public perceive your property?
   – Does your property live up to its perceived image?
    Four Steps of a Marketing Plan
3.Establishing Objectives & Action Plans


   Set Objectives For Each Revenue
    Center & Market Segment

   Objectives Should Be Written &
    Realistic
             Action Plans
1.Describe the Market Segment

2.Describe the Target Customer

3.Identify Special Plans or Promotions

4.Spell Out Specific Objectives

5.Create Action Steps

6.Allocate Budgets
   Four Steps of a Marketing Plan
4.Reviewing & Monitoring the Marketing Plan

  – Put Plan Into Action

  – R&RR

     • Review and Reinforce or Revise
  Four Steps of a Marketing Plan
1.Conducting Market Research


2.Selecting Target Markets & Positioning


3.Establishing Objectives & Action Plans


4.Reviewing & Monitoring the Marketing Plan