| A | B |
|---|
| a business plan that combines sales, advertising, promotions, and public relations strategies into a structured plan that can be communicated throughout an organization. | marketing plan |
| At some properties, a formal, property-wide marketing team that is established to create and implement marketing strategies | sales committee |
| the research step in the planning process for a marketing plan that evaluates the factors relating to sales potential. | marketing audit |
| part of the marketing audit that includes a written, unbiased self-appraisal used to assess the strengths and weaknesses of a property. | property analysis |
| part of the marketing audit that helps properties evaluate their competition. | competition analysis |
| part of the marketing audit that researches the property's current position in the marketplace and reveals opportunities to promote the property. | situation analysis |
| the process of identifying or defining smaller market segments within the larger marketplace | market segmentation |
| a compilation of all relevant guest information that helps identify existing market segments and reveals the makeup of the present guest base for each revenue-producing center in the hotel. | guest profile |
| the variety, or mixture, of guests who stay at a hotel. | guest mix |
| the perception of a property by its guests or potential guests. | market position |
| a statement that effectively communicates the property's advantages to its selected target markets. | positioning statement |
| a specific set of steps that form the core of the marketing plan | action plan |
| a budget that works best for properties that enjoy a significant amount of repeat business | percentage-of-sales |
| a budget based on what the competition is doing. | competitive-parity budget |
| the least desirable method of determining a marketing budget. | affordable-funds |
| a budget that is considered to be the best way to budget for marketing. | zero-base |
