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CHAPTER III. MARKETING STRATEGY |
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| B. Marketing Mission Statement | |
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There is a fundamental
difference between the marketing mission statement and the overall mission
statement discussed in the beginning of this manual. The park mission statement
is the overview of why the park exists. On the other hand, the marketing mission statement is the purpose of all the marketing activities (i.e., how you are going to deliver your products and services) that contributes to achieving your ultimate mission. Your marketing mission statement should be based on market-oriented terms rather than product-oriented terms. A market-oriented mission statement defines the park in terms of satisfying basic customer (park visitor) needs. |
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| · A marketing mission statement provides you with:4 | |
| 1) An outline of how the marketing plan should seek to fulfill the mission, | |
| 2) A means for evaluating and screening the marketing plan (i.e., are marketing decisions consistent with the mission?), and | |
| 3) An incentive to implement the marketing plan. | |
Please
click here to complete worksheet 15 |
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