MARKETING FOR CULTURAL ORGANISATIONS Ing.Vojtch Mllner OUTLINE OF LECTURE Work with artickle Yes minister-The Middle Class Rip
Understand the core and role of marketing Understand the role of interests groups Presentation
Definition of term Marketing Challenges for cultural organizatons Instruments of marketing Customers WORK WITH ARTICLE WORK WITH ARTICLE Answer following questions What is the situation today in cultural organizations? What is the core of the changes? What are the main differences in funding of cultural organizations in time?
What is marketing? What does the term mean? What for do we need it? What does the term include? What is the difference between marketing in cultural organizations and in business organizations? YES MINISTER-THE MIDDLE CLASS
RIP YES MINISTER-THE MIDDLE CLASS RIP Jim Hacker- is the Minister for Administrative Affairs Sir Humphrey- serves as Permanent Secretary under his Minister, Jim Hacker at
the Department of Administrative Affairs Bernard Woolley- is Jim Hacker's Principal Private Secretary. His loyalties are often split between his Minister and his Civil Service boss, Sir Humphrey YES MINISTER-THE MIDDLE CLASS RIP When the Minister (Jim Hacker) is approached by a group of local constituents seeking government funding for their nearly bankrupt local football club, he suggests that they sell the local museum to private interests and use the proceeds for their sports team. Sir Humphrey - a patron of the arts
and an avid opera-goer - is aghast at the prospect of taking funds from the arts and transferring it to sports. He and his fellow permanent secretaries come up with an ideal solution - make Jim Hacker the Minister responsible for the arts. YES MINISTER-THE MIDDLE CLASS RIP Answer following questions: For which group of people culture and art primary is? Why want Sir Humphrey suppoart culture? Define the main interests group in the movie
Focus on: Interests groups Reasons why we should suppoart culture YES MINISTER-THE MIDDLE CLASS RIP TERM MARKETING TERM MARKETING Marketing the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges
that satisfy individual and organizational goals (Bennet, 1995) Negative view in cultural organizations But, both sides (individual and organiuzational goals) CHALLENGES FOR CULTURAL ORGANIZATIONS REALITY IN CULTURE SECTOR
Art can no longer be treated as having sacred right for public support Culture organizations can no longer assume that they know what consumer wants Consumers living in multimedia and cross-cultural environment want more combinations of art forms and delivery methods
Cultural events must provide multiple benefits to meet consumer needs, while fitting in their time and budget constraints Current generation doesnt view high art as inherently more valuable than pop culture that shapes their lives CHALLENGES NO.1
Answer to societal changes More stressful life than a genaration ago World has become smaller
Less energy for leisure activities Cheaper traveling Development of comunication technology New technology has enabled people to experience music and visual arts from around the world Tv broadcasting Internet and streaming services
HOW TO DEAL WITH CHALLENGES Let the challenges be and follow your own way Conservative point of view Accept the challenges
Actual point of view Use instrument of marketing (creat a Marketing Plan) INSTRUMENTS OF MARKETING EXAMPLES OF INSTRUMENTS
Marketing plan Marketing mix The 4Ps of Marketing Mix The 7Ps of Marketing Mix MARKETING PLAN Statement of Organisational Mission 1.
Each organization is established for the purpose of achieve main goal Without goal we cannot find the best way for our organization Environmental Analysis 2. Competitor Analysis
3. We need to know our enemies 4. Understanding Buyer Motivation 5.
(e.g. purchasing power of population, location of action, demographic factors, etc.) Why are the customers interested in our product? Segmentation What are the group of our customers? What are the main specification of these groups?
MARKETING PLAN (CONT.) Research Plan Product Analysis 6. 7. What are the benefits of our product? What are the weak part of our product? SWOT analysis
Distribution Analysis 8. How deliver product to customers? 9. Pricing Options
Comes from our price policy 10. Promotional Plan MARKETING MIX 4 PS OF MARKETING MIX 7 PS OF MARKETING MIX
CUSTOMERS OF CULTURAL ORGANIZATIONS CUSTOMERS What type of customers do we have in business branch? Group discussion
CUSTOMERS IN BUSINESS BRANCH Ready-to-Buy Customers Often have a sense of urgency (actual need) Repeat Customer
Most loyal customer They are our customers as long as we continue to satisfy their needs They represent no more than 20 percent of our customer base, but make up more than 50 percent of our sales CUSTOMERS IN BUSINESS BRANCH (CONT.)
Impulse Buying Customers Sale or Discount Customers Customers who make purchasing decisions based upon a whim or a great sales presentation usually are
not in a position of needing anything in particular Sale or discount customers always shop for the best deals available on the items they want to purchase Potential Customers Usually in no hurry to make a purchase They need attention of seller CUSTOMERS
What type of customers do we have in culture branch? CUSTOMERS In business branch and in cultural branch are the same types of customers Group of Ready-to-Buy Customers
Loyal group of customers/Repeat Customer Follow the trends and feelings Group of Sale or Discount Customers
They visit theatre/cinema/museum periodically Group of Impulse Buying Customers must be impressed by our product Follow the best offer
Potential Customers All of the people COSTUMERS MOTIVATIONS COSTUMERS MOTIVATIONS Social Ritual
Self-improvement Culture is mirror of our behavior Symbol of social status
For the traditional high art audience, attendence may be an affirmation of their social values Higher class are more interested of culture Need of catharsis Satiation through culture VISITORS OF CULTURAL ORGANIZATIONS -RESEARCH
VISITORS OF CULTURAL ORGANIZATIONS -RESEARCH VISITORS OF CULTURAL ORGANIZATIONS -RESEARCH RELATIONSHIP BETWEEN CUSTOMERS NEEDS AND MARKETING RELATIONSHIP BETWEEN CUSTOMERS NEEDS AND MARKETING SOURCE
Marketing for Cultural Organisations. 2nd edition. Bonita M Kolb, 2005 A handbook of cultural economics. Edited by Ruth Towse. Cheltenham: Edward Elgar, 2003. SVOBODA F., Kultura 2013 Yes Minister: http
://www.imdb.com/title/tt0751820/plotsummary?ref_=tt_ov_pl Website www.marketingmix.co.uk/ www.smartdraw.com/marketing-mix/examples/marketing-mix-4ps/ www,smallbusiness.chron.com /five-types-customer-segmentation-10566.html THANK YOU FOR ATTENTION
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