The Marketing Mix (4 Ps)
Name all four elements of the marketing mix.
What are Product, Price, Place, Promotion?
Name the four main types of segmentation.
What are Demographic, Geographic, Psychographic, Behavioural?
The phrase “affordable, family-friendly theatre” is an example of what?
What is a positioning statement?
According to Colbert, cultural capital refers to what?
What are tastes, skills, and knowledge that shape cultural practices?
In Assignment 1, students had to write to which university official?
Who is the Dean of Fine Arts and Communications (Derek Olsen)?
This “P” refers to where and how a cultural product is delivered.
What is Place?
This type of segmentation divides audiences by age, gender, or income.
What is Demographic segmentation?
Positioning helps organizations occupy this in the consumer’s mind.
What is a distinctive place or image?
Name one type of consumption motive.
What is [any correct motive] (enrichment, hedonic, recreation, normative, distinction)
Name one partner or stakeholder student identified in Assignment 1.
What is vendors, sponsors, MacEwan departments, or community groups?
Offering a student discount ticket is an example of which “P”?
What is Price?
This segmentation focuses on values, lifestyles, and interests.
What is Psychographic segmentation?
Positioning must connect to both the product’s features and the audience’s ____.
What are needs and values?
This type of risk occurs when an audience worries about whether the event will meet their expectations.
What is Functional risk?
When promoting the Luminarium, name an important factor to consider regarding transportation and parking?
What is accessibility (a key factor in audience participation)?
Designing a unique interactive exhibit to differentiate from competitors is primarily related to which “P”?
What is Product?
Grouping audiences by neighbourhoods or climate is what type of segmentation?
What is Geographic segmentation?
Positioning is most effective when combined with this process that divides audiences into groups.
What is segmentation?
Name one factor that might increase or decrease a person’s ability to attend the arts.
What is time, financial resources, or social networks?
Give one strategy that students suggested to engage MacEwan students specifically.
What is cross-promotion, student clubs, discounted admission, campus events?
A concert venue offering free parking is part of which “P”?
What is Place (distribution)? OR What is Price (cost)
Name one benefit and one drawback of demographic segmentation.
What is easy to measure but often too vague?
Provide a local Edmonton example of positioning by a cultural organization.
Accept reasonable answers, e.g., Art Gallery of Alberta positioning itself as a hub for contemporary Canadian art.
Describe one way consumers act as co-creators in cultural experiences.
What is through active participation, interpretation, or social media sharing?
What’s one common area for improvement identified across Assignment 1 submissions?
What is being more specific and detailed in financial and promotional plans?