Chapter 18 Flashcards
Hospitality companies know that ________and ________go hand-in-glove.
planning, research
In-depth guest ________will also be used to shape the criteria that go into defining the on-property guest experience.
input
We have found that complete attention to detail – a total commitment to guest satisfaction that saves a guest ________, ________, and ________, provides completely personalized and individual service, and creates the experience of “intellectual surprise” for its consumers – is what drives repeat business among the affluent.
time, energy,efforts
To be effective, a new marketing plan must be written each ________.
year
At the same time, the annual marketing plan must be written against a longer term ________plan that states what the company hopes to achieve, say, three to five years down the road.
strategic
To develop successful strategies and action programs, marketers need up-to-date information about the ________, the ________, and the market ________to be served.
environment, competition, segments
Finally, marketing research helps marketers learn more about their customers’ ________, ________, ________, and ________levels.
requirements, expectations, perceptions,satisfaction
The ________ ________and a few charts or graphs from the body of the plan may be the only parts ever read by top management. Consequently, it is of great importance to write this section carefully, with top management in mind.
executive summary
A marketing plan is not a stand-alone tool. Instead, it must ________other plans, such as the firm’s strategic plan.
support
Next year’s marketing strategies and tactics must support strategic decisions such as the following:
a. Corporate ________with respect to profit, growth, and so on
b. Desired market ________
c. ________of the company or of its product lines
d. Vertical or horizontal ________
e. Strategic ________
f. Product line breadth and ________
g. Customer ________management (CRM)
goals, share, Positioning, integration, alliances,depth, relationship
