event sales and marketing
wwkhurshid
EventSalesandMarketingPart2.pdf
10/23/2020
1
KAUFT King King Abdul-Aziz university university
FACULTY OF TOURISMFACULTY OF TOURISM
EVENT SALES AND MARKETING
EM 603 Marketing Research & Marketing your Event
1
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Learning Objectives By completion of this presentation You should be able to:
Outline the steps in the marketing research process.
Understand events marketing.
List the key components of event marketing.
Assess market research for events.
Recommended Textbook:
Jackson, N. (2013) Promoting and Marketing Events: Theory and practice, Routledge, New York.
Kotler, P. (2002) Marketing management, Millennium Edition, Pearson Custom Publishing, USA.
Kotler, P. and Armstrong, G. (2012) Principles of Marketing,, 14th ED., Pearson Prentice Hall, Boston.
2
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
2
Brainstorming Group work ActivityBrainstorming Group work Activity
What is meant by Marketing Research? What is importance of Marketing Research? ……….. ……….. ………..
3
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Marketing ResearchMarketing Research
Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Companies use marketing research in a wide variety of situations.
For example, marketing research gives marketers insights into:
Customer motivations,
Purchase behavior, and
Satisfaction.
It can help them to:
Assess market potential and market share or
Measure the effectiveness of pricing, product, distribution, and promotion activities.
4
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
3
Marketing ResearchMarketing Research
Some large companies have their own research departments that work with marketing managers on marketing research projects.
In addition, these companies—like their smaller counterparts—frequently hire outside research specialists to consult with management on specific marketing problems and conduct marketing research studies.
Sometimes firms simply purchase data collected by outside firms to aid in their decision making.
5
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Marketing Research ProcessMarketing Research Process The marketing research process has four steps (see Figure 1): defining the problem and research objectives, developing the research plan, implementing the research plan, and interpreting and reporting the findings.
Figure 1: Steps of the Marketing Research Process
6
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
4
Defining the Problem and Research ObjectivesDefining the Problem and Research Objectives
Marketing managers and researchers must work closely together to define the problem and agree on research objectives.
The manager best understands the decision for which information is needed; the researcher best understands marketing research and how to obtain the information.
Defining the problem and research objectives is often the hardest step in the research process.
The manager may know that something is wrong, without knowing the specific causes.
7
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Defining the Problem and Research ObjectivesDefining the Problem and Research Objectives
After the problem has been defined carefully, the manager and the researcher must set the research objectives.
A marketing research project might have one of three types of objectives:
The objective of exploratory research is to gather preliminary information that will help define the problem and suggest hypotheses.
The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes
of consumers who buy the product.
The objective of causal research is to test hypotheses about cause-and-effect relationships.
8
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
5
Defining the Problem and Research ObjectivesDefining the Problem and Research Objectives
For example, would a 10 percent decrease in tuition at a private college result in an enrollment increase sufficient to offset the reduced tuition?
Managers often start with exploratory research and later follow with descriptive or causal research.
The statement of the problem and research objectives guides the entire research process.
The manager and the researcher should put the statement in writing to be certain that they agree on the purpose and expected results of the research.
9
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan Once the research problem and objectives have been defined, researchers must:
Determine the exact information needed,
Develop a plan for gathering it efficiently,
Present the plan to management.
The research plan outlines sources of existing data and spells out:
The specific research approaches,
Contact methods,
Sampling plans, and
Instruments that researchers will use to gather new data.
10
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
6
Developing the Research PlanDeveloping the Research Plan
Research objectives must be translated into specific information needs.
ⓞ For example, suppose that Red Bull wants to conduct research on how consumers would react to a proposed new vitamin-enhanced water drink in several flavors sold under the Red Bull name.
Red Bull currently dominates the worldwide energy drink market.
However, in an effort to expand beyond its energy drink niche, the company recently introduced Red Bull Cola (“Why not?” asks the company; it’s strong and natural, just like the original Red Bull energy drink).
11
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan
ⓞA decision by Red Bull to add a line of enhanced waters to its already successful mix of energy and cola drinks would call for marketing research that provides lots of specific information.
12
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
7
Developing the Research PlanDeveloping the Research Plan The proposed research might call for the following specific information:
The demographic, economic, and lifestyle characteristics of current Red Bull customers. (Do current customers also consume enhanced-water products? Are such products consistent with their lifestyles? Or would Red Bull need to target a new segment of consumers?)
The characteristics and usage patterns of the broader population of enhanced-water users: What do they need and expect from such products, where do they buy them, when and how do they use them, and what existing brands and price points are most popular? (The new Red Bull product would need strong, relevant positioning in the crowded enhanced- water market.)
13
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan The proposed research might also call for the following specific information:
Retailer reactions to the proposed new product line: Would they stock and support it? Where would they display it? (Failure to get retailer support would hurt sales of the new drink.)
Forecasts of sales of both the new and current Red Bull products. (Will the new enhanced waters create new sales or simply take sales away from current Red Bull products? Will the new product increase Red Bull’s overall profits?)
Red Bull’s marketers will need these and many other types of information to decide whether and how to introduce the new product.
The research plan should be presented in a written proposal.
A written proposal is especially important when the research project is large and complex or when an outside firm carries it out.
14
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
8
Developing the Research PlanDeveloping the Research Plan The proposal should cover:
The management problems addressed, The research objectives, The information to be obtained, and How the results will help management decision making.
The proposal also should include estimated research costs. To meet the manager’s information needs, the research plan can call for gathering secondary data, primary data, or both.
Secondary Data consist of information that already exists somewhere, having been collected for another purpose. Primary Data consist of information collected for the specific purpose at hand.
15
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan
Gathering Secondary Data: Researchers usually start by gathering secondary data. The company’s internal database provides a good starting point. However, the company can also tap into a wide assortment of external information sources, including commercial data services and government Sources.
16
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
9
Developing the Research PlanDeveloping the Research Plan
Gathering Secondary Data:
Internet search engines can be a big help in locating relevant secondary information sources. However, they can also be very frustrating and inefficient.
Secondary data can usually be obtained more quickly and at a lower cost than primary data.
Also, secondary sources can sometimes provide data an individual company cannot collect on its own—information that either is not directly available or would be too expensive to collect.
17
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan Primary Data Collection:
Secondary data provide a good starting point for research and often help to define research problems and objectives.
In most cases, however, the company must also collect primary data.
Just as researchers must carefully evaluate the quality of secondary information, they also must take great care when collecting primary data.
They need to make sure that it will be:
Relevant,
Accurate,
Current, and
Unbiased.
18
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
10
Developing the Research PlanDeveloping the Research Plan
Figure 2 shows that designing a plan for primary data collection calls for a number of decisions :research approaches, contact methods, the sampling plan, and research instruments.
Figure 2: Planning Primary Data Collection
Research approaches for gathering primary data include:
Observation,
Surveys, and
Experiments.
19
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Research Approaches Contact Methods Sampling Plan Research Instruments
Observation
Survey
Experiment
Telephone
Personal
Online
Sampling unit
Sample size
Sampling procedure
Questionnaire
Mechanical instruments
Developing the Research PlanDeveloping the Research Plan Observational research:
Observational research involves gathering primary data by observing relevant people, actions, and situations.
Researchers often observe consumer behavior to glean customer insights they can’t obtain by simply asking customers questions.
Marketers not only observe what consumers do but also observe what consumers are saying.
Observational research can obtain information that people are unwilling or unable to provide.
20
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
11
Developing the Research PlanDeveloping the Research Plan
Observational research:
A wide range of companies now use ethnographic research.
Ethnographic research involves sending observers to watch and interact with consumers in their “natural environments.
Observational and ethnographic research often yields the kinds of details that just don’t emerge from traditional research questionnaires or focus groups.
21
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan
Survey research:
Survey research, the most widely used method for primary data collection, is the approach best suited for gathering descriptive information.
A company that wants to know about people’s knowledge, attitudes, preferences, or buying behavior can often find out by asking them directly.
The major advantage of survey research is its flexibility; it can be used to obtain many different kinds of information in many different situations.
Surveys addressing almost any marketing question or decision can be conducted by phone or mail, in person, or on the Web.
22
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
12
Developing the Research PlanDeveloping the Research Plan Survey research:
However, survey research also presents some problems.
Sometimes people are unable to answer survey questions because they cannot remember or have never thought about what they do and why.
People may be unwilling to respond to unknown interviewers or about things they consider private.
Respondents may answer survey questions even when they do not know the answer just to appear smarter or more informed.
Or they may try to help the interviewer by giving pleasing answers. Finally, busy people may not take the time, or they might resent the intrusion into their privacy.
23
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan
Experimental Research: Experimental research is best suited for gathering causal information. Experiments involve selecting matched groups of subjects, giving them different treatments, controlling unrelated factors, and checking for differences in group responses. Thus, experimental research tries to explain cause-and-effect relationships.
24
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
13
Developing the Research PlanDeveloping the Research Plan
Experimental Research: For example, before adding a new sandwich to its menu, McDonald’s might use experiments to test the effects on sales of two different prices it might charge. It could introduce the new sandwich at one price in one city and at another price in another city. If the cities are similar, and if all other marketing efforts for the sandwich are the same, then differences in sales in the two cities could be related to the price charged.
25
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan Contact Methods:
Information can be collected by mail, telephone, personal interview, or online. Figure 3 shows the strengths and weaknesses of each contact method. Figure 3: Strengths and Weaknesses of Contact Methods
26
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Mail Telephone Personal Online
Flexibility
Quantity of data that can be collected
Control of interviewer effects
Control of sample
Speed of data collection
Response rate
Cost
Poor
Good
Excellent
Fair
Poor
Poor
Good
Good
Fair
Fair
Excellent
Excellent
Poor
Fair
Excellent
Excellent
Poor
Good
Good
Good
Poor
Good
Good
Fair
Excellent
Excellent
Good
Excellent
10/23/2020
14
Developing the Research PlanDeveloping the Research Plan
Mail questionnaires: They can be used to collect large amounts of information at a low cost per respondent. Respondents may give more honest answers to more personal questions on a mail questionnaire than to an unknown interviewer in person or over the phone. Also, no interviewer is involved to bias respondents’ Answers.
27
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan
Telephone interviewing:
It is one of the best methods for gathering information quickly, and it provides greater flexibility than mail questionnaires.
Interviewers can explain difficult questions and, depending on the answers they receive, skip some questions or probe on others.
Response rates tend to be higher than with mail questionnaires, and interviewers can ask to speak to respondents with the desired characteristics or even by name.
28
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
15
Developing the Research PlanDeveloping the Research Plan Personal interviewing:
It takes two forms: individual interviewing and group interviewing.
Individual interviewing involves talking with people in their homes or offices, on the street, or in shopping malls. Such interviewing is flexible.
Trained interviewers can guide interviews, explain difficult questions, and explore issues as the situation requires.
They can show subjects actual products, advertisements, or packages and observe reactions and behavior.
However, individual personal interviews may cost three to four times as much as telephone interviews.
29
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan
Personal interviewing:
Group interviewing consists of inviting six to ten people to meet with a trained moderator to talk about a product, service, or organization.
Participants normally are paid a small sum for attending.
The moderator encourages free and easy discussion, hoping that group interactions will bring out actual feelings and thoughts.
At the same time, the moderator “focuses” the discussion—hence the name focus group interviewing.
30
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
16
Developing the Research PlanDeveloping the Research Plan Online Marketing Research:
The growth of the Internet has had a dramatic impact on the conduct of marketing research.
Increasingly, researchers are collecting primary data through online marketing research: Internet surveys, online panels, experiments, and online focus groups.
Online research can take many forms. A company can use the Web as a survey medium:
It can include a questionnaire on its Web site and offer incentives for completing it.
It can use e-mail, Web links, or Web pop-ups to invite people to answer questions.
Beyond surveys, researchers can conduct experiments on the Web.
The Internet is especially well suited to quantitative research—conducting marketing surveys and collecting data.
31
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan Sampling Plan: A sample is a segment of the population selected for marketing research to represent the population as a whole. Ideally, the sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population. Designing the sample requires three decisions: First, who is to be studied (what sampling unit)? Second, how many people should be included (what sample size)? Large samples give more reliable results than small samples. However, larger samples usually cost more, and it is not necessary to sample the entire target market or even a large portion to get reliable results. Finally, how should the people in the sample be chosen (what sampling procedure)? Figure 4 describes different kinds of samples.
32
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
17
Developing the Research PlanDeveloping the Research Plan Figure 4:Types of Samples
Using probability samples, each population member has a known chance of being included in the sample, and researchers can calculate confidence limits for sampling error. But when probability sampling costs too much or takes too much time, marketing researchers often take non-probability samples, even though their sampling error cannot be measured.
33
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Probability Sample
Simple random sample
Stratified random sample
Cluster (area) sample
Every member of the population has a known and equal chance of selection.
The population is divided into mutually exclusive groups (such as age
groups), and random samples are drawn from each group.
The population is divided into mutually exclusive groups (such as blocks),
and the researcher draws a sample of the groups to interview.
Non-probability Sample
Convenience sample
Judgment sample
Quota sample
The researcher selects the easiest population members from which to obtain
information.
The researcher uses his or her judgment to select population members who
are good prospects for accurate information.
The researcher finds and interviews a prescribed number of people in each
of several categories.
Developing the Research PlanDeveloping the Research Plan Research Instruments:
In collecting primary data, marketing researchers have a choice of two main research instruments:
The questionnaire and
Mechanical devices.
Questionnaires:
The questionnaire is by far the most common instrument, whether administered in person, by phone, by e-mail, or online.
Questionnaires are very flexible— there are many ways to ask questions. Closed-end questions include all the possible answers, and subjects make choices among them. Examples include multiple-choice questions and scale questions.
34
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
18
Developing the Research PlanDeveloping the Research Plan Research Instruments—Questionnaires:
Open-end questions allow respondents to answer in their own words. Open-end questions are especially useful in exploratory research, when the researcher is trying to find out what people think but is not measuring how many people think in a certain way.
Closed-end questions, on the other hand, provide answers that are easier to interpret and tabulate.
Researchers should also use care in the wording and ordering of questions. They should use simple, direct, and unbiased wording.
Questions should be arranged in a logical order. The first question should create interest if possible, and difficult or personal questions should be asked last so that respondents do not become defensive.
35
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Developing the Research PlanDeveloping the Research Plan Research Instruments—Mechanical Instruments:
Although questionnaires are the most common research instrument, researchers also use mechanical instruments to monitor consumer behavior.
Nielsen Media Research attaches people meters to television sets, cable boxes, and satellite systems in selected homes to record who watches which programs.
Retailers use checkout scanners to record shoppers’ purchases.
Other mechanical devices measure subjects’ physical responses.
ⓞ For example, consider Disney Media Networks’ new consumer research lab in Austin, Texas.
36
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
19
Developing the Research PlanDeveloping the Research Plan
ⓞ Mechanical instruments: To find out what ads work and why, Disney researchers have developed an array of devices to track eye movement, monitor heart rates, and measure other physical responses.
37
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Implementing the Research PlanImplementing the Research Plan
The researcher next puts the marketing research plan into action.
This involves collecting, processing, and analyzing the information.
Data collection can be carried out by the company’s marketing research staff or outside firms.
Researchers should watch closely to make sure that the plan is implemented correctly.
They must guard against problems with interacting:
With respondents,
With the quality of participants’ response, and
With interviewers who make mistakes or take shortcuts.
38
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
20
Developing the Research PlanDeveloping the Research Plan
Researchers must also process and analyze the collected data to isolate important information and insight. They need to check data for accuracy and completeness and code it for analysis. The researchers then tabulate the results and compute statistical measures.
39
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Interpreting and Reporting the FindingsInterpreting and Reporting the Findings
The market researcher must now interpret the findings, draw conclusions, and report them to management.
The researcher should not try to overwhelm managers with numbers and fancy statistical techniques.
Rather, the researcher should present important findings and insights that are useful in the major decisions faced by management.
However, interpretation should not be left only to researchers.
They are often experts in research design and statistics, but the marketing manager knows more about the problem and the decisions that must be made.
40
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
21
Interpreting and Reporting the FindingsInterpreting and Reporting the Findings
The best research means little if the manager blindly accepts faulty interpretations from the researcher.
Similarly, managers may be biased; they might tend to accept research results that show what they expected and reject those that they did not expect or hope for.
In many cases, findings can be interpreted in different ways, and discussions between researchers and managers will help point to the best interpretations.
Thus, managers and researchers must work together closely when interpreting research results, and both must share responsibility for the research process and resulting decisions.
41
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Types of Events in Terms of SizeTypes of Events in Terms of Size Given the huge number, and wide variety, of events organized each year it is helpful to identify shared characteristics across events so that they can be codified within typologies.
As we noted before and in terms of size, we can identify four different types of events : Local or community event; Hallmark events; Major events; Mega-events.
This stressing of size implies that there is a hierarchy of events, with some being more important than others.
Primarily, this is based upon their wider impact on society, the economy and politics.
42
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
22
Types of Events in Terms of SizeTypes of Events in Terms of Size
Smaller, and less well-known events may require greater relative levels of promotion to attract volunteers, participants or customers than the larger well known national and international events.
This does not mean that hallmark and mega-events do not need promotion: rather, that it might focus on a wider range of stakeholders far beyond just paying customers, also including VIPs, sponsors, the media and possibly those who access an event from home via television, radio or the Internet.
43
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Types of Events in Terms of the FormTypes of Events in Terms of the Form The second common way of codifying events is by form, whereby the focus is on the content or field of activity of an event.
just three types of event that can be categorized by form: cultural; sports; and business. Every event can be classified within one of these three categories.
Thus, culture might include local community and religious events, sports would cover both amateur and professional, and business would be any event which helps an organization (not just commercial) to achieve its goals.
Form allows us to identify detailed activity. Greater clarity of event types can be achieved by having more forms, so that, as Figure.5 notes, both Getz (2008) and Raj et al. (2009)identify ten types of event.
44
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
23
Types of Events in Terms of the FormTypes of Events in Terms of the Form Figure 5: Forms of events
There are clear similarities between both Getz and Raj et al.’s. typologies, as they reflect activities within individual, societal, business and political life. These wider typologies suggest that while there may be commonalities of promotional approach applicable to all ten forms, we could also expect a level of promotional specialism reflecting the nature of an event, its purpose and its stakeholders’ requirements. One promotional size does not fit all.
45
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Getz (2008) Raj et al. (2009)
Cultural celebrations
Religious events
Political and state events
Arts and entertainment
Business and trade events
Education and scientific events
Sports events
Recreational events
Private events
Events at the margin
Religious events
Cultural events
Musical events
Sporting events
Personal and private events
Political and governmental events
Commercial and business events
Corporate events
Special events
Leisure events
Events MarketingEvents Marketing Defining event marketing:
At one level, events marketing is about making your event attractive to staff, volunteers, sponsors, participants, the media and attendees.
It addresses all of the detail which makes up the event experience, both that which the attendee sees, and that which they are not necessarily aware of. It is therefore broad ranging.
Events marketing is also a tool used by marketers for how they can reach audiences, promote products and enhance their brands.
46
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
24
Events MarketingEvents Marketing Defining event marketing:
Hall (1997: 136) provides a definition of marketing which is couched in event terms.
He notes that “Marketing is that function of event management that can keep in touch with the event’s participants and visitors, read their needs and motivations, develop products that meet their needs, and build a communication program which expresses the event’s purpose and objectives”.
This definition suggests that the consumer of an event may include not just those who pay to attend, but those who are part of the event as participants, such as artistes and players, are also a target market.
47
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Events MarketingEvents Marketing In non-event marketing, the marketer can concentrate on what their organization wishes to achieve. Event marketers, however, may have to take into account an element not present in most other product and service marketing: namely, the concerns of other organization's marketing needs. Thus, event marketers have to think not just about their own marketing aims and objectives, but also those of any sponsors.
48
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
25
The Components of Events Marketing PracticeThe Components of Events Marketing Practice
Marketing covers a range of functions are shown in Figure 6. These activities cover the broad push of marketing. and you may personally only specialize in some of them, but they will all need to be addressed by your event(s) at some point. Marketing requires both depth and breadth of subject understanding
and experience.
49
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
The Components of Events Marketing PracticeThe Components of Events Marketing Practice Figure 6: The components of marketing practice
50
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Marketing activity Core event marketing purpose
Market research Evaluating whether to put on an event. Identifying potential markets. Assessing what customers think of events. Assessing the importance of both macro and micro environmental factors on an event.
Marketing
management
Identify what customers want, and how to achieve it with an event by creating a marketing strategy. Position an event vis-à-vis competitors. Construct, implement and revise a marketing plan.
Supply chain management
Identify how consumers will ‘consume’ the event distribution/ticketing. Manage venue, suppliers (technical and participants) and equipment. Manage e-commerce.
Brand management
Identify the corporate message an event wishes to portray. Develop mission statement, event logo and corporate image. Dovetail sponsors’ objectives within overall brand image.
Marketing communication
Provide external communication both direct and indirect to potential consumers in the form of promotional activities. Generate sales leads. Utilize the Internet to communicate marketing information.
Internal marketing Communicate with staff and volunteers using face-to-face, print and Internet based methods. Consumers relations
Construct mechanisms to identify consumers’ needs. Develop standards and systems for meeting those needs. Manage corporate hospitality and VIPs.
Market and marketing evaluation
Construct evaluation mechanisms. Assess whether, how and why the event met its (and those of partner bodies’) objectives. Learn, and suggest lessons for improvement.
10/23/2020
26
Market Research for EventsMarket Research for Events Market research:
Market research consists of collecting information relevant to a specific marketing problem faced by the company.
The purpose of market research is to find out information about actual or potential markets.
This could be some general perspective such as basic consumer behavior, or it could be very specifically related to what attendees think about an event.
The former identifies whether there exists a possible market for a new event, and the latter provides feedback to help improve existing events.
51
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Market Research for EventsMarket Research for Events Market research:
Research can be prior to, during and after the event, to help the event manager make better marketing decisions. Important decisions should be influenced by empirical data.
As noted in Figure 7, there are two main types of marketing research: secondary (desk) and primary (field).
Depending on what you are trying to find out, the purpose and your budget, either or both may be suitable, but if you do both you should always start with the secondary research first.
There is a range of secondary sources you could consider; some may be free, some others you pay for.
52
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
27
Market Research for EventsMarket Research for Events Figure 7: Marketing research classification
53
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Market Research for EventsMarket Research for Events Market research:
Collecting, analyzing and applying data allows the event marketer to respond quickly to changing consumer trends.
There are two main types of research: quantitative and qualitative. The former is based on statistical information, and so tends to use questionnaires to generate large numbers of responses. Thus you might ask consumers to evaluate the event experience possibly on a Likert scale of 1–5.
The latter, i.e. qualitative, seeks to identify ‘richness’ of data and tries to find out in more depth respondents’ motivations, use and impact of attending an event.
Methods include small focus groups (say up to 10 people) or one-to-one interviews.
Both quantitative and qualitative data can be used to help identify new markets and assess current events.
54
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
28
Individual Assignment Individual Assignment # 2# 2
Title: Marketing Research
Points to be covered:
1. Explain the role of secondary data in gaining customer insights. Where do marketers obtain secondary data, and what are the potential problems in using such data?
2. What are the advantages of Web-based survey research over traditional survey research?
3. Compare open-ended and closed-ended questions. When and for what is each type of question useful in marketing research?
4. Summarize an article describing a marketing research study. Describe how the data were collected. Is the research objective exploratory, descriptive, or causal? Explain your conclusions.
55
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Individual Assignment Individual Assignment # 2# 2
Instruction for the assignment:
Type of attached file: word document file attached through course messages on the BlackBoard.
Name of word file: Assignment 2
Deadline: Saturday, 31/10/2020
Grades assigned: 10 Marks.
You should have a cover page for your assignment involving the following information: Course Name and its Code; Assignment Title; Student Full Name; Student ID No.; Submitted to whom, Date of Submission.
A list of References used should be added by the end of Assignment.
56
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
10/23/2020
29
THANK YOU
Thank you for being with me today and please feel free to ask any questions.
57
King Abdul Aziz University – Faculty of Tourism Event Sales and Marketing - Master in Event Management Marketing Research & Marketing your Event
Assoc. Prof. Dr. Reda Gadelrab September, 2020
Copy protected with Online-PDF-No-Copy.com
