Chapter 20 Marketing Management, Evaluation, and Control文档.pptVIP

 Learning Objectives: Chapter 20Marketing Management, Evaluation, and Control Define marketing management and list its five components. Explain the benefits of marketing management. Describe the five different methods of organizing a marketing department. Explain the steps and procedures involved in staffing and managing marketing personnel. *  Learning Objectives: Chapter 20Marketing Management, Evaluation, and Control List the unsophisticated and sophisticated approaches to setting marketing budgets and identify the most effective method. Describe the building-block procedure for setting a marketing budget and explain its benefits. *  Learning Objectives: Chapter 20Marketing Management, Evaluation, and Control Define marketing control and marketing evaluation. Describe the process used to control the marketing plan. List and explain the techniques available for marketing evaluation. * Marketing Management Marketing management includes all the activities necessary to plan, research, implement, control, and evaluate the marketing efforts of a hospitality and travel organization. * Five Components of Marketing Management Planning Research Implementation Control Evaluation * Benefits of Marketing Management Marketing efforts are accomplished in a well-planned, systematic way An adequate amount of marketing research and other marketing information is generated Marketing weaknesses are quickly spotted and corrected Funds and human resources available for marketing are used as efficiently and effectively as possible * Benefits of Marketing Management Marketing efforts are always under careful scrutiny; it is always felt that there is room for improvement The organization is in a better position to adapt to change among customers and competition, and in the industry Marketing is better integrated into all the organizations activities and within its various departments * Benefits of Marketing Management Marketing personnel and other staff member