a Bernadett Fábián 7 éve
242
5. lecture
5. lecture
website lead generation
analytics strategy
blog analytics
reach
competitors
sources
page visits
conversation srtategy
prospects
leads
segment list
nurture lead
promotion strategy
manage email
publish social
social media
SEO strategy
off-page SEO
on-page SEO
keywords
content strategy
call to action
blog posts
web pages
landing pages
positioning - competitor analysis
get competitive information from:
Company annual reports, Press releases, Trade publications, Travel agencies, Tour operators and wholesalers, etc.
listen and speak to competitors employees
employ mystery shoppers
ask your customers which other competitors they utilize
observe their parking lot
Visit competitors’ daily event or reader boards, web site, social media
who could be your competitor?
guest profile
Lucrative market segments that should be targeted for future promotions
sources of reservations
how guests get to the property
Average length of stay and the pattern of occupancy (revealing peak, shoulder, and valley periods)
Point of origin, or the feeder city from which each guest arrives
Demographics of each guest: age, sex, marital status, family size, income, occupation, etc
breakdown of the (present) guest base
marketing management
Evaluation of results
continuous monitoring of implementation
Action plans
Setting Marketing Goals
Competitor analysis, positioning
Segmentation, selection of target markets
Environment and market analysis
horizon
tactics, projects, tasks
monthly
strategies
quarterly
major business objectives
departmental
short term 1 years
goal
long term 3-5 years
vision
picture of a succesful future
5 years+
mission
reason for existence
timeless
plans
rules
proceedings
strategi
aim
fields
cost, result
money
labor
income
marketing
Verification and evaluation
Keep track of each salesperson’s:
repeat business versus new business booked.
business booked by peak, shoulder, and valley periods; and
production of room nights by market segment
Track prospecting result and sales production versus goals by salesperson
Survey zip codes to determine which media are most effective in local advertising.
Chart and compare the number of restaurant covers sold before and after advertising.
Record the number of room nights for each market segment.
aims
Prepare budget
Prepare action plan
Forecast occupancy %
Establish differentiated prices
Sales&marketing objectives
Overall, by segments, by geographical breakdown, by channels
Redefine or adjust mission/vision if necessary
segmenting
leissure:
Ad Hoc Leisure Groups
Banqueting
SMERF (Social, Military, Educational, Religious, Fraternal)
Complimentary
Internal/ House use
Leisure Rack - BAR
Leisure Promotions
Leisure Package
Local Promotions & Packages
FIT
Tour Series
Business:
Incentive,
Conventions & Exhibitions
Ad Hoc Business Groups
Airline Crews
Complimentary
Comm. Rack & Promotions
Corp. Worldwide Agency
Worldwide Consortia
Local Corporate
Conference
enviroment and marketanalysis
microeconomic
understanding, evaluating, concluding
yearly details(seasonality)
the industry (tourism, hotels)
macroeconomic
Understanding, Evaluating, Concluding
comparisation (time, place)
options yearly details
most important numbers
country details
business plan
price
promotion
process
ppl
product
place
budget
: statement of expected results expressed in numerical terms
programme
detailed statements about a project (human & physical resources, budget)
rule
specific statement that tells managers what is to be done
method
formalised and standardised way of accomplishing repetitive and routine jobs
procedure
routine steps on how to carry out activities
policy
general statement that guide thinking in decision making
strategy
a comprehensive plan for accomplishing an organisation’s objectives (actions, resources)
objectives
quantitative, measurable, concrete planned target within a given period of time
goals
desired state of affairs which an organisation want to realise
main topic
human resources
headcount
Job
wage cost
contributions
Organization
logistic
HRM
Motivation
profit loss
MarketActivity cost
Indirect cost
Fixed cost
P & L
Result statement
Profitability
revenue manager
MarketPrivacy Resources
P × Q
Dynamic pricing
Forecast
statistics
index number
Analysis
manager
Market Goals
Concept
Segmentation
Competitors
distribution
Sales
Brand management
functions of the management
decisions
navigation
organising
control
analysing
resources
planning
