The Role of Marketing
The process of understanding what motivates guests, identifying their needs, developing products that meet these needs, and communicating the organization’s message about these products
Marketing
A document that serves as a blueprint, describing project efforts and goals as well as expected outcomes.
Marketing plan
Smaller groups within a market based on different characteristics
Market segmentation
Every brand has its own unique personality or...
voice
The groups of people a business wants to attract.
Target market
Generated when a guest buys a product or service.
Sales
The process of increasing website visitors from search engines by making changes to a website’s design and content.
Search engine optimization (SEO)
Planning technique that determines internal strengths and weaknesses and analyzes external opportunities and threats that could impact the business.
SWOT analysis
The process of identifying people or groups that are likely to use a business or service.
Prospecting
When a company sells its products or services by having individuals or companies market the company’s products.
Affiliate marketing
Defines where a product or brand stands in the mind of consumers in comparison to other businesses offering similar products and services.
Positioning
Potential to become a prospect. May be a connection that someone has, a person someone meets, or an individual that a sales team member reaches out to.
Lead
The process of collecting information to assist in making the best decisions for a business.
Data collection
The gain or loss generated on an investment relative to the amount of money invested.
Return on investment (ROI)
Strict limit on how much an employee can spend on food and lodging when traveling for business.
Per-diem