TSM3500 Lecture Notes - Lecture 5: Marketing Mix
8 May 2018
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WEEK 5: REVENUE PROCESS AND PRODUCTS (FUNDING)
Seller-Buyer Relationship: Segmenting the Market:
Marketing Mix: Product, price, place, promotion
Promotions Mix:
• Advertising
• sales promotions
• public relations (pros – no expenditure on
media space, competitive advantage cons -
difficult to control message delivery)
• personal selling
Inbound Selling: works best when an event...
• Has an established reputation
• Represents a unique opportunity
• Is held at a venue that has limited capacity
• Is not expensive to participate in
Re-sign rate: rate at which participants repeat their involvement from one event to the next (calculated by number
of participants (of a specific class) from the last event that went onto participate in the next event)
Advertising Typology:
Above line: the message is communicated via mass media (press, TV, radio, cinema)
Below line: direct approach to target individuals according to their needs and preferences (mail, social media, email)
Sponsorship Proposals: documents that detail either a range of pro-forma sponsorship opportunities or a specific
sponsorship arrangement and are prepared for the purpose of encouraging potential sponsors to take up these
opportunities or arrangements and to detail their entitlements and obligations
Sponsorship Prospectus:
• Speakers and their affiliations
• Presentation schedules and topics
• Details of any associated trade displays/
demonstrations
• Hospitality/catering arrangements
• companion activities (social functions,
accommodation arrangements, tours,
entertainment outings)
Products: physical items or intangible services or technologies that may be sold to business events participants in
order to generate revenue
Consumer Products: purchased by event participants (delegates, visitors, guests) and can include admission and
merchandise
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Inbound selling: works best when an event: has an established reputation, represents a unique opportunity, public relations (pros no expenditure on media space, competitive advantage cons - difficult to control message delivery, personal selling. Is held at a venue that has limited capacity. Re-sign rate: rate at which participants repeat their involvement from one event to the next (calculated by number of participants (of a specific class) from the last event that went onto participate in the next event) Above line: the message is communicated via mass media (press, tv, radio, cinema) Below line: direct approach to target individuals according to their needs and preferences (mail, social media, email) Sponsorship prospectus: speakers and their affiliations, presentation schedules and topics, details of any associated trade displays/ demonstrations, hospitality/catering arrangements companion activities (social functions, accommodation arrangements, tours, entertainment outings) Products: physical items or intangible services or technologies that may be sold to business events participants in order to generate revenue.
