As a result of the steps of the marketing plan that we have covered in section 3 of this chapter, a detailed marketing budget shows the actions and costs of the marketing department’s plans for the fiscal year.
本章第三节我们讲到营销计划的步骤，详细的营销预算显示市场部门年度计划的行动和成本。
The marketing budget helps everyone in the company to understand the overall marketing strategy, the action steps and the role of each marketing tool in the plan.
营销预算让公司的每个人了解整个营销策略，行动步骤以及计划中每个营销工具的角色。
The marketing budget is established by using several different methods to provide a realistic and achievable plan.
运用几种不同的方法建立现实可行的营销预算。
There are three basic methods of preparing marketing budgets.
准备营销预算有三个基本方法。
Percentage of sales – industry average method 消费额百分比-行业平均水平法
A method based on comparing marketing expenditure industry averages with your hotel’s budget.
这一方法基于将营销开支的行业平均水平与贵酒店的预算进行比较。
After comparison, the reasons of the differences are analyzed and depending the specific requirements and conditions the budget for the hotel is adjusted accordingly.
比较之后分析数额相差的各种原因，酒店根据具体的需求和情况作相应调整。
The competitive method 竞争法
Refers to selecting the closest leading competitors and compare the hotel marketing budget to theirs.
指选择最主要的竞争对手，将酒店的营销预算与之相比较。
A shortcoming of this method is that your hotel may not be able to have access to the competitors’ marketing budgets.
这一方法的短板是，贵酒店未必能拿到竞争对手的营销预算。
The last method called the task method 最后一个叫任务法
Begins by firstly looking at the objectives and the tasks – such as marketing tools- needed to accomplish them.
首先看清需要完成的目标和任务，例如营销工具。
The sum required to accomplish all the tasks is the overall marketing budget.
完成全部任务所需金额即是整个营销预算。
The task method often uses a zero-based budget, meaning that every line item of the budget must be approved.This budget is built from the ground up, starting from zero, requiring that every expenditure be reanalyzed and justified annually to determine if it will yield better results than spending the same amount in another way.
任务法通常使用零基预算，因此每年都要重新分析证明每一笔预算，看其是否会产生更好的结果还是以另外的方式进行开销。
In this method, the budget is established after each detailed action plan is prepared and the amount required to complete each task estimated, rather than determining the marketing budget as a fixed percentage of the overall budget and then deciding how to spend it.
这一方法中，在每项具体的行动计划准备就绪，并且预估完成每项任务所需资金之后，预算才得以建立。而非将营销预算作为整个预算的固定百分比，再决定如何花费。
The Clarion Hotel is considering to advertise in the annual “Hotel and Tourism Magazine” and the cost for a 1 page advertising would be 10.000 USD.
号角酒店考虑在年度刊物“酒店和旅游杂志”上投放广告，每页广告的成本是10,000美金。
According to the percentage of sales-industry average method; before making any decision the hotel management would compare this advertising expenditure with industry averages and also percentages, such as how much as a percentage of the revenue this advertising would cost? Is this cost close to what other companies pay and is this within the industry averages?
根据销售行业平均水平法的百分比，酒店管理层在做决定之前，会将这一广告开支与行业的平均水平及百分比进行比较，例如这一广告开支会占收入百分比的多少？这一开支和其他公司支付的相关费用是否相近？以及是否在行业平均水平波段内？
According to the competitive method; before making any decision the hotel management would compare this advertising expenditure with its closest leading competitor by asking questions like: Is my competitor advertising in the same magazine? If so how much would be their expenditure?
根据竞争法，酒店管理层在做决定之前会通过以下问题将自己的广告开支与最相近竞争对手的进行比较，例如：我的竞争对手是否也在该杂志上刊登广告？如果是的话，他们的开支是多少？
According to the task method; before making any decision the hotel management will evaluate the impact of this advertising such as how much business they would estimate generated by this advertising?
根据任务法，酒店管理层再做决定之前需要评估广告的影响，例如广告预估能带来多少业务量？
In current daily operations of the marketing decisions in the hotels all three methods are used together in order to ensure the best suitable action to generate reliable outcomes for profits.
当前，酒店营销决策的日常操作中会将三个方法结合起来使用，确保为产生可靠的利润结果采取最适合的行动。
A marketing budget generally contains the following parts:
营销预算通常包括以下部分：
We will discuss the industry trends and marketing in the next section.
我们将在下一节讨论行业趋势和营销的相关内容。
