A

SIXTH EDITION for Hospitality and

Philip Kotler John T. Bo wen James C. Makens

PEARSON

Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Contents

To the Student xiv What Is Customer Equity? 25 Building the Right Relationships with the Right Preface xix Customers 26 Building Customer Equity 2 7 About the Authors xxi MARKETING'S FUTURE 27 KEY TERMS 27 CHAPTER REVIEW 28 PART I Understanding the DISCUSSION QUESTIONS 30 EXPERIENTIAL EXERCISES 30 Hospitality and Tourism INTERNET EXERCISES 30 Marketing Process 1 REFERENCES 31 Introduction: Marketing for Hospitality and Tourism 3 Service Characteristics of 1 Hospitality and Tourism YOUR PASSPORT TO SUCCESS 5 2 Marketing 35 CUSTOMER ORIENTATION 7 WHAT IS HOSPITALITY AND TOURISM THE SERVICE CULTURE 36 MARKETING? 9 CHARACTERISTICS OF SERVICE MARKETING 37 MARKETING IN THE HOSPITALITY Intangibility 37 INDUSTRY 10 Physical Evidence 38 Importance of Marketing 10 Inseparability 38 Tourism Marketing 10 Variability 39 MARKETING HIGHLIGHT 11 Perishability 41 Definition of Marketing 11 SERVICE MANAGEMENT CONCEPTS FOR THE The Marketing Process 11 42 UNDERSTANDING THE MARKETPLACE AND The Service Profit Chain 42 CUSTOMER NEEDS 12 Three Types of Marketing 42 Customer Needs, Wants, and Demands 12 MANAGEMENT STRATEGIES FOR SERVICE Offerings: Tangible Products, Services, BUSINESSES 43 and Experiences 13 Managing Service Differentiation 43 Customer Value and Satisfaction 13 Managing Service Quality 43 Exchanges and Relationships 14 MARKETING HIGHLIGHT 44 Markets 14 Managing Service Productivity 45 DESIGNING CUSTOMER-DRIVEN MARKETING STRATEGY 15 Resolving Customer Complaints 45 Selecting Customers to Serve 15 MARKETING HIGHLIGHT: RECOMMENDATIONS FOR IMPROVING SERVICE Orientations 15 QUALITY 46 48 PREPARING AN INTEGRATED MARKETING Managing Employees as Part of the Product PLAN 19 Managing Perceived Risk 48 BUILDING PROFITABLE CUSTOMER Managing Capacity and Demand 49 RELATIONSHIPS 20 KEY TERMS 55 Customer Relationship Management 21 CHAPTER REVIEW 55 The Changing Nature of Customer DISCUSSION QUESTIONS 56 Relationships 22 EXPERIENTIAL EXERCISES 56 CAPTURING VALUE FROM CUSTOMERS 24 INTERNET EXERCISES 56 Customer Loyalty and Retention 24 Growing Share of Customer 25 REFERENCES 56 Contents vii

The Role of Marketing in Strategic Economic Environment 103 Planning 59 Natural Environment 104 3 Technological Environment 105 NATURE OF HIGH-PERFORMANCE BUSINESS 62 Political Environment 106 Stakeholders 62 MARKETING HIGHLIGHT: HOSTILE ENVIRONMENT 107 Processes 62 Cultural Environment 109 Resources. 63 LINKED ENVIRONMENTAL FACTORS 110 Organization 64 RESPONDING TO THE MARKETING CORPORATE STRATEGIC PLANNING: DEFINING MARKETING'S ROLE .64 ENVIRONMENT 111 Environmental Scanning 112 Defining the Corporate Mission 65 Setting Company Objectives and Goals 67 Using Information About the Marketing Environment 112 Designing the Business Portfolio 67 KEY TERMS 112 MARKETING HIGHLIGHT: STARBUCKS COFFEE: WHERE GROWTH IS REALLY CHAPTER REVIEW 113 PERKING 70 MARKETING STRATEGY AND THE 72 DISCUSSION QUESTIONS 114 Customer-Driven Marketing Strategy 72 EXPERIENTIAL EXERCISES 114 Developing an Integrated Marketing Mix 74 INTERNET EXERCISES 114 MANAGING THE MARKETING EFFORT 75 REFERENCES 114 Marketing Analysis 75 Goal Formulation 78 Market Planning 79 Marketing Information Implementation 80 5 Systems and Marketing Feedback and Control 80 Research 119 UNIQUE CHALLENGES OF THE HOTEL INDUSTRY 81 MARKETING INFORMATION AND CUSTOMER KEY TERMS 82 INSIGHTS 121 CHAPTER REVIEW 83 THE MARKETING INFORMATION SYSTEM 122 DISCUSSION QUESTIONS 84 Assessing Information Needs 123 EXPERIENTIAL EXERCISES 85 Developing Marketing Information 123 INTERNET EXERCISES 85 Marketing Intelligence 129 REFERENCES 85 MARKETING RESEARCH 131 Defining the Problem and Research Objectives 132 Developing the Research Plan 133 PART 11 Developing Hospitality MARKETING HIGHLIGHT: ETHNOGRAPHIC RESEARCH: WATCHING WHAT and Tourism Marketing CONSUMERS REALLY DO 135 Opportunities and MARKETING HIGHLIGHT: PROS AND CONS OF ONLINE RESEARCH 140 MARKETING HIGHLIGHT: A "QUESTIONABLE" QUESTIONNAIRE 143 Strategies 87 Implementing the Research Plan 147 Interpreting and Reporting the Findings 147 The Marketing Environment 89 MARKETING HIGHLIGHT: RESEARCH PROBLEM AREAS 148 4 MARKETING HIGHLIGHT: HSMAI'S eCONNECT: A GREAT SOURCE OF MARKETING THE COMPANY'S MICROENVIRONMENT 91 INFORMATION 149 The Company 91 INTERNATIONAL MARKETING RESEARCH 150 Existing Competitors 91 MARKETING RESEARCH IN SMALLER Suppliers 93 ORGANIZATIONS 151 Marketing Intermediaries 94 KEY TERMS 151 Customers 95 CHAPTER REVIEW 152 Publics 96 DISCUSSION QUESTIONS 153 THE COMPANY'S MACROENVIRONMENT 96 EXPERIENTIAL EXERCISES 154 Competitors 96 INTERNET EXERCISES 154 Demographic Environment 98 REFERENCES 154 viii Contents

Consumer Markets and Consumer Corporate Meetings 194 Buying Behavior 157 Small Groups 195 6 Incentive Travel 195 A MODEL OF CONSUMER BEHAVIOR 158 MARKETING HIGHLIGHT: GREEN MEETINGS: THE RIGHT THING TO DO FOR THE PERSONAL CHARACTERISTICS AFFECTING CONSUMER ENVIRONMENT AND BUSINESS 197 BEHAVIOR 159 SMERFs 198 Cultural Factors 159 Segmentation of Group Markets by Purpose Social Factors 162 of the Meeting 198 Personal Factors 166 Restaurants as a Meeting Venue 199 MARKETING HIGHLIGHT: THE SAN DIEGO PADRES BASEBALL CLUB 169 DEALING WITH MEETING PLANNERS 199 Psychological Factors 170 THE CORPORATE ACCOUNT AND CORPORATE TRAVEL THE BUYER DECISION PROCESS 174 MANAGER 201 Need Recognition 174 KEY TERMS 202 Information Search 175 CHAPTER REVIEW 202 Evaluation of Alternatives 176 DISCUSSION QUESTIONS 203 Purchase Decision 177 EXPERIENTIAL EXERCISE 203 Postpurchase Behavior 177 INTERNET EXERCISE 204 MARKETING HIGHLIGHT: UNIQUE ASPECTS OF HOSPITALITY AND TRAVEL REFERENCES 204 CONSUMERS 178 KEY TERMS 179 CHAPTER REVIEW 179 Market Segmentation, Targeting, DISCUSSION QUESTIONS 180 8 and Positioning 207 EXPERIENTIAL EXERCISES 181 MARKETS 209 INTERNET EXERCISE 181 MARKET SEGMENTATION 209 REFERENCES 181 Geographic Segmentation 209 Demographic Segmentation 211 Organizational Buyer Behavior Gender 212 of Group Market 185 MARKETING HIGHLIGHT: TARGETING FAMILIES BY TARGETING KIDS 213 7 Psychographic Segmentation 214 THE ORGANIZATIONAL BUYING PROCESS 186 Behavioral Segmentation 215 Market Structure and Demand 186 MARKETING HIGHLIGHT: THE VFR TRAVELER SEGMENT 216 Types of Decisions and the Decision Process 187 Requirements for Effective Segmentation 219 PARTICIPANTS IN THE ORGANIZATIONAL BUYING MARKET TARGETING 219 PROCESS 187 Evaluating Market Segments 219 MAJOR INFLUENCES ON ORGANIZATIONAL Selecting Market Segments 220 BUYERS 188 Choosing a Market-Coverage Strategy 222 Environmental Factors 189 MARKET POSITIONING 222 Organizational Factors 189 Positioning Strategies 223 Interpersonal Factors 189 Choosing and Implementing a Positioning Individual Factors 189 Strategy 224 ORGANIZATIONAL BUYING DECISIONS 189 225 1. Problem Recognition 189 Selecting the Right Competitive Advantages -228 2. General Need Description 190 Communicating and Delivering the Chosen 3. Product Specification 190 Position 229 4. Supplier Search 190 Positioning Measurement: Perceptual 5. Proposal Solicitations 190 Mapping 230 6. Supplier Selection 190 KEY TERMS 231 7. Order-Routine Specification 191 CHAPTER REVIEW 231 8. Performance Review 191 DISCUSSION QUESTIONS 233 GROUP BUSINESS MARKETS 191 EXPERIENTIAL EXERCISE 233 Conventions 192 INTERNET EXERCISE 233 Association Meetings 193 REFERENCE 233 Contents ix

THE INTERNAL MARKETING PROCESS 276 Establishment of a Service Culture 276 PART III Developing the Development of a Marketing Approach to Human Hospitality and Tourism Resources Management 280 Marketing Mix 235 Dissemination of Marketing Information to Employees 287 Designing and Managing MARKETING HIGHLIGHT: INTERNAL MARKETING IN ACTION: LEWIS HOTELS 288 Products 237 9 Employee Involvement in Product Selection 290 WHAT IS A PRODUCT? 239 MARKETING HIGHLIGHT: THE FOUR SEASONS: TAKING CARE OF THOSE WHO TAKE PRODUCT LEVELS 240 CARE OF CUSTOMERS 291 Core Products 240 KEY TERMS 292 Facilitating Products 241 CHAPTER REVIEW 292 Supporting Products 241 DISCUSSION QUESTIONS 293 Augmented Product 242 EXPERIENTIAL EXERCISE 293 BRANDING STRATEGY 248 INTERNET EXERCISE 293 Building Strong Brands 248 REFERENCES 293 Brand Equity 248 Brand Positioning 250 • Pricing Products: Pricing Brand Portfolios 250 Considerations, Approaches, Managing Brands 251 11 THE NEW-PRODUCT DEVELOPMENT 252 and Strategy 297 Idea Generation 253 PRICE 299 Idea Screening 255 FACTORS TO CONSIDER WHEN SETTING PRICES 299 Concept Development and Testing 255 Internal Factors Affecting Pricing Decisions 300 Marketing Strategy 257 External Factors Affecting Pricing Decisions 304 Business Analysis 257 Competitors' Prices and Offers 310 Product Development 258 GENERAL PRICING APPROACHES 311 Test Marketing 258 Cost-Based Pricing 311 MARKETING HIGHLIGHT: THE NATIONAL FOOD LABORATORY Break-Even Analysis and Target Profit Pricing 312 HELPS RESTAURANTS DEVELOP NEW PRODUCTS AND IMPROVE EXISTING Value-Based Pricing 313 PRODUCTS 259 Competition-Based Pricing 314 Commercialization 260 PRICING STRATEGIES 315 PRODUCT DEVELOPMENT THROUGH ACQUISITION 260 New-Product Pricing Strategies 315 PRODUCT LIFE-CYCLE STRATEGIES 261 Existing-Product Pricing Strategies 316 MARKETING HIGHLIGHT: SEGMENTED PRICING: THE RIGHT PRODUCT TO THE Introduction Stage 262 RIGHT CUSTOMER AT THE RIGHT TIME FOR THE RIGHT PRICE 320 Growth Stage 263 Psychological Pricing 324 Maturity Stage 263 PRICE CHANGES 325 Decline Stage 264 Initiating Price Changes 325 Product Deletion 265 Responding to.Price Changes 327 KEY TERMS 266 KEY TERMS 327 CHAPTER REVIEW 267 CHAPTER REVIEW 328 DISCUSSION QUESTIONS 268 DISCUSSION QUESTIONS 330 EXPERIENTIAL EXERCISES 268 EXPERIENTIAL EXERCISE 330 INTERNET EXERCISE 269 INTERNET EXERCISE 330 REFERENCES 269 REFERENCES 330

Internal Marketing 273 10 12 Channels 333 INTERNAL MARKETING 274 SUPPLY CHAINS AND THE VALUE DELIVERY MARKETING HIGHLIGHT: PINEHURST RESORT & COUNTRY CLUB NETWORK 334 "DO WHAT'S RIGHT" 275 NATURE AND IMPORTANCE OF DISTRIBUTION SYSTEMS 334 Contents

NATURE OF DISTRIBUTION CHANNELS 335 MARKETING HIGHLIGHT: THANK YOU-A GREAT PERSONAL Why Are Marketing Intermediaries Used? 335 COMMUNICATION 373 Distribution Channel Functions 336 Selecting the Message Source 374 Number of Channel Levels 337 Collecting Feedback 374 HOSPITALITY DISTRIBUTION CHANNELS 338 MARKETING HIGHLIGHT: JETBLUE USES CUSTOMERS AS A CREDIBLE Major Hospitality Distribution Channels 338 SOURCE TO DELIVER MESSAGES: HTTP://WWW.JETBLUE.COM/ Direct Booking 338 EXPERIENCE/ 375 Online Travel Agencies (OTA) 339 SETTING THE TOTAL PROMOTION BUDGET Travel Agents 340 AND MIX 376 Tour Wholesalers 341 Setting the Total Promotional Budget 376 MANAGING AND COORDINATING INTEGRATED Specialists: Tour Brokers, Motivational Houses, MARKETING COMMUNICATIONS 378 and Junket Reps 342 The Nature of Each Promotion Tool 378 Hotel Representatives 342 Promotion Mix Strategies 380 National, State, and Local Tourist Agencies 342 MARKETING HIGHLIGHT: HOW DOES AN AGENCY WORK? 381 Consortia and Reservation Systems 343 ADVERTISING 382 Concierges 344 MAJOR DECISIONS IN ADVERTISING 382 Restaurant Distribution Systems 344 Setting the Objectives 382 CHANNEL BEHAVIOR AND THE ORGANIZATION 345 Setting the Advertising Budget 384 Channel Behavior 345 Developing Advertising Strategy 386 SELECTING CHANNEL MEMBERS 350 Creating the Advertising Message 386 MARKETING HIGHLIGHT: RESTAURANT FRANCHISING 351 Choosing Among Major Media Steps 392 Customer Needs 352 Evaluating Advertising Effectiveness and the Attracting Channel Members 352 Return on Advertising Investment 395 Evaluating Major Channel Alternatives 352 KEY TERMS 396 RESPONSIBILITIES OF CHANNEL MEMBERS AND CHAPTER REVIEW 396 SUPPLIERS 353 DISCUSSION QUESTIONS 398 BUSINESS LOCATION 354 EXPERIENTIAL EXERCISES 399 KEY TERMS 356 INTERNET EXERCISE 399 CHAPTER REVIEW 357 REFERENCES 399 DISCUSSION QUESTIONS 358 / EXPERIENTIAL EXERCISES 358 INTERNET EXERCISE 358 REFERENCES 358 Promoting Products: 14 Public Relations and Promotion 403 Promoting Products: PUBLIC RELATIONS 404 Communication and Promotion 13 MARKETING HIGHLIGHT: TACO BELL PROVIDED EXAMPLE OF CREATIVE Policy and Advertising 361 PUBLICITY 405 THE PROMOTION MIX 362 MAJOR ACTIVITIES OF PR DEPARTMENTS 405 INTEGRATED MARKETING COMMUNICATIONS 363 Press Relations 405 The New Marketing Communications Product Publicity 406 Landscape 363 Corporate Communication 406 The Shifting Marketing Communications Lobbying 406 Model 363 Counseling 406 The Need for Integrated Marketing PUBLICITY 406 Communications 365 MARKETING HIGHLIGHT: A CREATIVE EXAMPLE OF PUBLICITY FROM CASINO A View of the Communication Process 366 MOGUL STEVE WYNN 407 STEPS IN DEVELOPING EFFECTIVE THE PUBLIC RELATIONS PROCESS 408 COMMUNICATIONS 368 Research 408 Identifying the Target Audience 368 Establishing the Marketing Objectives 408 Determining the Communication Objective 368 Defining the Target Audience 410 Designing the Message 370 Choosing the PR Message and Vehicles 410 Selecting Communication Channels 372 Publications 410 Contents xi

Implementing the Marketing PR Plan 412 Matching Career Acquisitions with Corporate Evaluating PR Results 412 Objectives 449 PR OPPORTUNITIES FOR THE HOSPITALITY MARKETING HIGHLIGHT: CODE OF ETHICS AND BUSINESS CONDUCT 449 INDUSTRY 413 Sales Force Training 450 Individual Properties 413 MANAGING THE SALES FORCE 452 Build PR Around the Owner/Operator 413 Selecting Sales Strategies 453 Build PR Around Location 414 Sales Force Tactics: Principles of Personal Build PR Around a Product or Service 414 Selling 455 CRISIS MANAGEMENT 415 MARKETING HIGHLIGHT: IDENTIFYING AND QUALIFYING CLIENTS PAYS OFF FOR 416 CRUISE LINE SALESPEOPLE 457 Setting Sales Promotion Objectives 417 Motivating a Professional Sales Force 460 Selecting Sales Promotion Tools 417 Evaluation and Control of a Professional Sales Finding Creative Ideas 421 Force 462 Developing the Sales Promotion Program 423 KEY TERMS 465 Pretesting and Implementing the Plan 424 CHAPTER REVIEW 465 Evaluating the Results 424 DISCUSSION QUESTIONS 466 LOCAL STORE MARKETING 424 EXPERIENTIAL EXERCISE 467 KEY TERMS 426 INTERNET EXERCISE 467 CHAPTER REVIEW 426 REFERENCES 467 DISCUSSION QUESTIONS 427 EXPERIENTIAL EXERCISE 428 Direct and Online Marketing: INTERNET EXERCISE 428 Building Customer REFERENCES 428 1 Relationships 471 Professional DIRECT MARKETING 472 Growth and Benefits of Direct Marketing 472 Sales 431 15 CUSTOMER DATABASES AND DIRECT MARKETING 476 MANAGEMENT OF PROFESSIONAL SALES 433 Database Uses 476 NATURE OF HOSPITALITY SALES 433 DIRECT MARKETING BUILDS RELATIONSHIPS 479 Competitive Analysis and Competitive Benefits of Customer-Relationship Sets 435 Management 481 SALES FORCE OBJECTIVES 436 TRADITIONAL FORMS OF DIRECT MARKETING 482 Sales Volume 436 Direct-Mail Marketing 482 Upselling and Second-Chance Selling 436 Telephone Marketing 483 Market Share or Market Penetration 437 Kiosk Marketing 483 Product-Specific Objectives 438 DIGITAL DIRECT-MARKETING TECHNOLOGIES 484 SALES FORCE STRUCTURE AND SIZE 438 E-Mail 484 Territorial-Structured Sales Force 439 Mobile Phone Marketing 486 Market-Segment-Structured Sales Force 439 Podcasts and Vodcasts 487 Market-Channel-Structured Sales Force 440 Interactive TV 487 Customer-Structured Sales Force 440 Online Marketing Domains 487 Combination-Structured Sales Force 440 SETTING UP AN ONLINE MARKETING PRESENCE 490 Sales Force Size 441 Creating a Web Site 490 Telephone Sales 443 Placing Ads and Promotions Online 491 ORGANIZING THE SALES DEPARTMENT 443 The Promise and Challenges of Online Inside Sales Force 444 Marketing 494 Field Sales Force 445 MARKETING HIGHLIGHT: HOW HOSPITALITY COMPANIES USE SOCIAL Team Sales 446 MEDIA 495 RELATIONSHIP MARKETING AND STRATEGIC ONLINE PRIVACY AND SECURITY 496 ALLIANCES 446 KEY TERMS 496 RECRUITING AND TRAINING A PROFESSIONAL SALES CHAPTER REVIEW 497 FORCE 448 DISCUSSION QUESTIONS 498 Importance of Careful Selection 448 EXPERIENTIAL EXERCISE 499 Establishing a Profile of Desired Characteristics INTERNET EXERCISE 499 Matching the Corporate Culture 448 REFERENCES 499 xii Contents

Next Year's PART IV Managing Hospitality 18 Marketing Plan 541 and Tourism PURPOSE OF A MARKETING PLAN 543 Marketing 503 SECTION I: EXECUTIVE SUMMARY 544 SECTION II: CORPORATE CONNECTION 545 Destination Relationship to Other Plans 545 Marketing-Related Plans 545 17 Marketing 505 Corporate Direction 546 THE GLOBALIZATION OF THE TOURIST INDUSTRY 506 SECTION III: ENVIRONMENTAL ANALYSIS AND IMPORTANCE OF TOURISM TO A DESTINATION'S FORECASTING 546 ECONOMY 508 Positioning Statement 546. The Tourism Destination 508 Major Environmental Factors 547 Benefits of Tourism 508 Economic Drivers of Growth 547 Management of the Tourist Destination 509 Competitive Analysis 548 Sustainable Tourism 511 Market Trends 548 TOURISM STRATEGIES AND INVESTMENTS 513 Market Potential 549 MARKETING HIGHLIGHT: BETTING ON A NEW HIGHWAY 514 Market Research 550 Tourist Events and Attractions 515 MARKETING HIGHLIGHT: THE INDIGO PEARL RESORT: FACEBOOK STRATEGY AND Attractions 517 PLANNING THE INDIGO PEARL 551 SEGMENTING AND MONITORING THE TOURIST SECTION IV: SEGMENTATION AND TARGETING 553 MARKET 520 Segmentation Analysis 553 Agri tourism 522 Market-Segment-Profitability Analysis Space Tourism 523 (MSPA) 553 Multiday Hiking and Religious Pilgrimages 523 Targeting 554 Volunteer Vacationing 524 SECTION V: NEXT YEAR'S OBJECTIVES AND Medical Tourism 524 QUOTAS 554 Genealogical Tourism 525 Objectives 554 Identifying Target Markets 525 , Rating System Objectives 555 Self-Contained Attraction and Event Quotas 557 Destinations 526 Communicating the Plan 557 Classification of Visitor Segments 527 Top Management 557 Monitoring the Tourist Markets 528 Board of Directors or Group of Investors 557 MARKETING HIGHLIGHT: TOURISM REBOUND—AFTER THE Subordinates 557 LONDON RIOTS 529 Vendors 558 COMMUNICATING WITH THE TOURIST MARKET 530 Other Departments 558 Competition for Visitors Involves Image SECTION VI: ACTION PLANS: STRATEGIES AND Making 530 TACTICS 559 Effectiveness of Current Advertising/ Nonqualified Audience: Cluster Marketing 559 Promotion 531 Sales Strategies 560 UNESCO World Heritage Sites 531 Distribution Strategies 560 Developing Packages of Attractions and Advertising and Promotion Strategies 561 Amenities 531 Pricing Strategies 562 ORGANIZING AND MANAGING TOURISM Product Strategies 563 MARKETING 533 SECTION VII: RESOURCES NEEDED TO SUPPORT National Tourism Organizations 533 STRATEGIES AND MEET OBJECTIVES 563 Regional Tourist Organizations: State Associations Personnel 564 and Convention and Tourist Bureaus 535 Other Monetary Support 564 KEY TERMS 536 Research, Consulting, and Training 564 CHAPTER REVIEW 537 Miscellaneous Costs 564 DISCUSSION QUESTIONS 538 Budgets 564 EXPERIENTIAL EXERCISE 538 SECTION VIII: MARKETING CONTROL 565 INTERNET EXERCISE 538 Sales Objectives 565 REFERENCES 538 Sales Forecast and Quotas 565 Contents xiii

Expenditures Against Budget 566 . INTERNET EXERCISE 571 Periodic Evaluation of All Marketing REFERENCES 571 Objectives 567 Marketing Activity Timetable 567 J- » r-. T?- ^ »*jir Readjustments to Marketing Plan 567 Appendix A: The Five-Gap Model of SECTION IX: PRESENTING AND SELLING THE Service Quality 573 PLAN 567 SECTION X: PREPARING FOR THE FUTURE 568 Appendix B: Forecasting Market Data Collection and Analysis 568 . Demand 577 Marketing Planning as a Tool for Growth 568 KEY TERMS 569 Case Studies 584 CHAPTER REVIEW 569 DISCUSSION QUESTIONS 571 Glossary 666

EXPERIENTIAL EXERCISE 571 T , Index 673