Event Marketing Basics
(True or False). Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, and society.
True
EMG3200 W1.C2 - Foundations of Marketing
(True or False). The Product, Price, Place, Promotion, People, Process, and Physical Evidence refer to the Extended Marketing Mix or 7 Ps of Marketing.
True
EMG3200 W2.C6 and W3.C7 - The marketing mix
(True or False). A strong brand identity helps to differentiate a company or event from its competitors.
True.
EMG3200 W5.C13 - Brand
(True or False). After considering feasibility impacts on an event's success including market factors, operational factors, and financial factors, it is common practice to undertake market research.
False, it is common practice to undertake a SWOT Analysis.
EMG3200 W3.C9 - Feasibility and SWOT, Slide 6
(True or False). Market segmentation divides a broad audience into smaller groups based on shared characteristics.
True.
EMG3200 W4.C10 - Understanding Consumers and Market Segmentation
(True or False). Businesses around the world still employ Bill Veeck’s principles of entertainment, excitement, and enterprise.
False
The principles discussed here were that of P.T. Barnum
EMG3200 W2.C5 - The history of event marketing
In the 7 Ps of Marketing, which element focuses on how a product or service is delivered to the customer, including the methods of distribution and the location of the service or event?
Place
EMG3200 W2.C6 and W3.C7 - The marketing mix
The personality of a company, including a logo, tagline, and color scheme, are all part of a brand's what?
Identity. (The Promotions should also reflect brand identity)
EMG3200 W5.C13 - Brand
Conducting surveys with event attendees is what type of market research?
Primary market research
EMG3200 W3.C8 - Market Research
What are the four main types of market segmentation?
Demographics, Psychographic, Behavioral, and Geographic. **Know all four, how they differ, and why each is important for identifying a target market for an event.
EMG3200 W4.C10 - Understanding Consumers and Market Segmentation, starting on slide 23
The definition of an event specifies two key traits: what are they?
Each event is unique and temporary.
EMG3200 W2.C4 - What is an event? What is event marketing?, Slide 6
In the 7 Ps of Marketing, what refers to the tangible elements of a service or event that convey its quality, such as branding materials, signage, and the event’s layout?
Physical Evidence
EMG3200 W2.C6 and W3.C7 - The marketing mix
In the promotional mix, ________ refers to unpaid media exposure that can increase brand visibility, such as news articles, interviews, or event coverage.
Public Relations (or PR) ** Know what the other promotional mix elements are.
EMG3200 W5.C14 - Promotional Mix
A feasibility study determines whether an event is viable by assessing factors such as market demand, financial considerations, and what?
Operational logistics (or other relevant factor like legal/regulatory requirements)
EMG3200 W3.C9 - Feasibility and SWOT
A primary target market is the group of consumers who are most likely to attend an event and are the focus of the event’s ________.
Marketing efforts (or promotional strategies)
EMG3200 W4.C11 - Target Market
Event marketing is a marketing tactic where companies use _______ to promote their brand, product, or service.
experiential opportunities (or events)
EMG3200 W1.C2 - Foundations of Marketing
The extended marketing mix is more consistent with what type of marketing?
Relationship Marketing
EMG3200 W2.C6 and W3.C7 - The marketing mix, Slide 24
In the promotional mix, which strategy involves creating direct interactions between the company and its consumers, often through personalized communication, to build long-term relationships and increase sales?
Personal Selling ** Know what the other promotional mix elements are.
EMG3200 W5.C14 - Promotional Mix
A new competitor entering the market would be classified under which component of a SWOT analysis?
An external threat
EMG3200 W3.C9 - Feasibility and SWOT
What is the primary difference between segmentation and targeting in event marketing?
Segmentation identifies different potential groups based on shared characteristics, while targeting involves choosing which of those groups to focus marketing efforts on.
EMG3200 W4.C11 - Target Market, slide 7
What is the primary difference between marketing an event and event marketing?
Marketing an event is a strategy for promoting a specific event, while event marketing is a tactic used by companies to promote their brand at an event. **
EMG3200 W2.C4 - What is an event What is event marketing
The 5 Ws guide the strategic decisions of the Marketing Mix, the why and who refers to which element of the marketing mix?
Promotion **Refer to the matrix to know them all
EMG3200 W2.C6 and W3.C7 - The marketing mix, Slide 17
How does using multiple promotional tools (e.g., advertising, sales promotion, and public relations) in an Integrated Marketing Communication (IMC) strategy enhance brand awareness and customer engagement?
Allows for a consistent and unified message to be communicated across various platforms, reaching different audiences.
EMG3200 W5.C14 - Promotional Mix, Slide 7
Why does a STEEPLE analysis enhance the opportunities and threats sections of a SWOT analysis for an event?
A STEEPLE analysis expands the external factors considered in the SWOT analysis by examining social, technological, economic, environmental, political, legal, and ethical factors.
These elements provide a broader understanding of the potential opportunities and threats, such as shifts in social trends or changes in regulatory requirements, that may impact the event’s feasibility or success.
EMG3200 W3.C9 - Feasibility and SWOT
Motivation and personal attitudes are examples of which influential factor when considering buyer behavior?
Psychological factor *Know the difference between the three influential decision factors that influence buying behavior (e.g., social influence, psychological factors, and cultural and economic factors).
EMG3200 W4.C10 - Understanding Consumers and Market Segmentation, Slide 14