MGMC30H3 Study Guide - Final Guide: Jargon, Fidgeting, Marketing Mix

33 views7 pages
Published on 17 Dec 2012
School
Course
Week 1- Principles of Marketing
History of Corporate Sponsorship in a Nutshell
Sponsorships at one point only looked at what the organization wanted to donated their dollars towards,
what their employees were akin to supporting
Later it developed into a movement towards rationalizing the investment and more emphasis on ROI
There was a weighting between the increase opportunities and the costs associated with it
There were measures in place to determine whether something was effective or not
Focus on strategic investments versus the competitive response
In the 70s
Philanthropic focus
Small number of events
Considered donations based on emotions and interests of the decision makers of the company
1980s
Time of the recession, more people concerned with the idea of ROI
More sponsorship links to marketing and promotions, different mindset started settling in
Sponsorships were viewed as opportunities to advertise and promote products and services
1990s
More budget cuts during these years
Competition between stakeholders and sponsors, both have an investment into the event and now the
organizers have to balance the demands from both parties
Government started becoming more involved with how corporations can interact with public events
(involvement to regulate or interference of prohibiting)
o Best example would be how alcohol can advertise and how cigarette companies can advertise
2000s
Bigger emphasis on target markets
ROI was paramount and measurable
New laws started becoming an issue and a point of discussion for corporate sponsorships
Marketing History
Production Marketing (about the product and how it is superior)
Sales-oriented Marketing (about the pitch and the personal selling)
Research (aka innovation)
Marketing Strategy
Identify a target market Develop the Marketing Mix What are the 4 Ps?
4 Ps are Product Place, Price and Promotion
Market Segmentation can be done at three levels: psychosocial, geographic and behavioural
Unlock document

This preview shows pages 1-2 of the document.
Unlock all 7 pages and 3 million more documents.

Already have an account? Log in
Psychosocial How people think and why they think the way they do
Behavioural How people act and the patterns of behaviour in the market (like when people start buying
Christmas goods)
Geographic How the markets can be separated by where people live and what are the patterns of
behaviours of people who live in a certain region
Promotional Mix
Advertising, Sales Promotions, Personal Selling and Publicity
Marketing Environment
GeTPECS
Product Life Cycle that applies to different things like event ideas and marketing ideas
Week 2- Media and Promotions
Mass Media Sources
Television, Newspapers, Radio, Magazines, Outdoor/Transit, direct mail, directories and internet
Publicity over advertisements
Characteristics of Various Media (probably used to determine whether something is best suited for a certain event)
Does it have geographic selectivity?
Which one has the highest quality
Which one has the lowest cost
Whether the advertisement is flexible
The length of life
The quality of reproduction
And whether there will be assistance to be carried out
Different Measures of ROI (how would you determine the success of an event and whether you have achieved a
return on investment)
Sales Response
Redemption rate of coupons
Recall and recognition tests
Week 3- Event Allocation/Selection and Planning
Does the event fit with the company’s image?
Does it fit with the product’s image?
Is there entertainment value?
Ways to Measure ROI
Increased Sales
Unlock document

This preview shows pages 1-2 of the document.
Unlock all 7 pages and 3 million more documents.

Already have an account? Log in

Document Summary

Sponsorships at one point only looked at what the organization wanted to donated their dollars towards, what their employees were akin to supporting. Later it developed into a movement towards rationalizing the investment and more emphasis on roi. There was a weighting between the increase opportunities and the costs associated with it. There were measures in place to determine whether something was effective or not. Focus on strategic investments versus the competitive response. Considered donations based on emotions and interests of the decision makers of the company. Time of the recession, more people concerned with the idea of roi. More sponsorship links to marketing and promotions, different mindset started settling in. Sponsorships were viewed as opportunities to advertise and promote products and services. Competition between stakeholders and sponsors, both have an investment into the event and now the organizers have to balance the demands from both parties.

Get OneClass Grade+

Unlimited access to all notes and study guides.

YearlyMost Popular
75% OFF
$9.98/m
Monthly
$39.98/m
Single doc
$39.98

or

You will be charged $119.76 upfront and auto renewed at the end of each cycle. You may cancel anytime under Payment Settings. For more information, see our Terms and Privacy.
Payments are encrypted using 256-bit SSL. Powered by Stripe.