WEEK 5: PRINCIPLES OF MARKETING FOR THE INTERNATIONAL EVENTS INDUSTY
- 3 types of marketing events; Internal marketing, external marketing, Interactive
marketing.
- Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitability.
- Chartered Institute of Marketing: Needs, Wants, Demands
- The basic rationale is that to succeed, a business requires satisfied and happy
customers.
-The function of event management that can keep in touch with the events
participants and visitors (consumers), read their needs and motivations, develop
products that meet these needs, and build a communication programme which
expresses the events’ purpose and objectives.
RELATIONSHIP MARKETING:
-Customer for life.
-Building long term relationships with those who contribute to the organisation’s
success.
-Getting and keeping customers.
-An understanding of marketing is vital for event managers as it plays a double role:
Marketing of the event itself - theatres, concerts, firework displays, sports events
Using an event as a marketing tool for other products - charity fundraisers, trade
shows, event sponsorship
- Is the current RWC in Japan just an opportunity to host a World Cup or a
marketing mechanism to promote Japan and the region?
MARKETING IN THE ORGANISATION:
● Marketing must pervade all activities of the organisation.
● Marketing must be integrated with other business functions
● Involves everybody in the organisation.
● An independent and isolated marketing department will not address marketing
problems.
WHO IS THE CUSTOMRER?
● Consumer
● Organisation:Manufacturer, Intermediary, charity
● Internal: Colleagues
CUSTOMER FOCUS MEANS…
- Listen to customers and respond to changes in their requirements.
-Customer requirements vary infinitely.
-Organisations must create more customer value, more efficiently than competitors
Is it possible to perfectly satisfy every requirement of every potential customer?
-Event attendees are not just one uniform group of people, but can be subdivided into
smaller target segments each with differing needs/ wants or a different priority of needs/
wants
-Alternatively, people with similar needs may pick different events to satisfy that need
- 3 types of marketing events; Internal marketing, external marketing, Interactive
marketing.
- Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitability.
- Chartered Institute of Marketing: Needs, Wants, Demands
- The basic rationale is that to succeed, a business requires satisfied and happy
customers.
-The function of event management that can keep in touch with the events
participants and visitors (consumers), read their needs and motivations, develop
products that meet these needs, and build a communication programme which
expresses the events’ purpose and objectives.
RELATIONSHIP MARKETING:
-Customer for life.
-Building long term relationships with those who contribute to the organisation’s
success.
-Getting and keeping customers.
-An understanding of marketing is vital for event managers as it plays a double role:
Marketing of the event itself - theatres, concerts, firework displays, sports events
Using an event as a marketing tool for other products - charity fundraisers, trade
shows, event sponsorship
- Is the current RWC in Japan just an opportunity to host a World Cup or a
marketing mechanism to promote Japan and the region?
MARKETING IN THE ORGANISATION:
● Marketing must pervade all activities of the organisation.
● Marketing must be integrated with other business functions
● Involves everybody in the organisation.
● An independent and isolated marketing department will not address marketing
problems.
WHO IS THE CUSTOMRER?
● Consumer
● Organisation:Manufacturer, Intermediary, charity
● Internal: Colleagues
CUSTOMER FOCUS MEANS…
- Listen to customers and respond to changes in their requirements.
-Customer requirements vary infinitely.
-Organisations must create more customer value, more efficiently than competitors
Is it possible to perfectly satisfy every requirement of every potential customer?
-Event attendees are not just one uniform group of people, but can be subdivided into
smaller target segments each with differing needs/ wants or a different priority of needs/
wants
-Alternatively, people with similar needs may pick different events to satisfy that need
