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MGMC30H3 Study Guide - Midterm Guide: Swot Analysis


Department
Management (MGM)
Course Code
MGMC30H3
Professor
Professor Graham Brown
Study Guide
Midterm

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MGTC33H3 - Event and Sponsorship Management
MIDTERM NOTES
Lecture 1:
History of Corporate Sponsorship (5)
1.Sponsors began to rationalize their investments
2.Emphasis was placed on ROI (Return on Investment)
3. Increase in opportunities versus cost
4.Discussed effectiveness of sponsorships does it work?
5.Strategic investments versus competitive response
Corporate Sponsorships in the 1970s
Distinct Characteristics (4)
1.Philanthropic the altruistic effort to increase well-being of mankind
2.Small number of events
3.Tight budget for donations
4.Choices of sponsoring were based purely on emotions and personal
interest
Corporate Sponsorships in the 1980s
Distinct Characteristics (5)
1.There was recession so greater emphasis on ROI
2.Sponsorships began linking to marketing and promotions
3.Began to integrate advertising, PR and sales promos
4. Increased opportunities
5.Sponsorships mainly dealt with sports, social cause marketing, arts,
meetings and conventions
Corporate Sponsorships in the 1990s
Distinct Characteristics (3)
1.Continued budget cuts
2.Competition increased between sponsors and stakeholders
3.Confusion between whether government involvement was actually an
interference
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Corporate Sponsorships in the 2000s
Distinct Characteristics (5)
1.Began to target markets
2.ROI became paramount and measurable
3.Opportunities increased
4.Goals: numbers, target market, ROI
5.New laws took effect
Sponsors Investments by Percentage
1.Trade Shows, Conventions (10%)
2.Music/Entertainment (5%)
3.Festivals/Fairs (5%)
4.Sports (45%)
5.Social Causes (20%)
6.Arts/Cultures (15%)
Marketing 101
Utility add value by satisfying needs; comes from Time, Place, Ownership
and Form
Marketing History
Types (3)
1.Production
2.Sales-oriented
3.Research
Marketing Research
Steps (3)
1.Gather
2.Record
3.Analyze
Result - find out whats popular
Marketing Strategy
Steps (3)
1. Identify a target market
2.Develop the marketing mix
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3.What are the 4Ps
Marketing Strategy: the 4 Ps
1.Product
2.Price
3.Place
4.Promotion
Market Segmentation the division of the entire marketplace into specific
target markets
1.Geographic
2.Psychosocial
3.Behavioral
Ask the Right Questions (5)
When do they purchase?
Where do they purchase?
What quantities do they purchase?
Who are they?
What qualities do they look for?
Promotional Mix (4)
1.Advertising
2.Sales Promotion
3.Personal Selling
4.Publicity
Marketing Environment
Areas (6)
1.Economic
2.Political
3.Legal and Regulatory
4.Competitive
5.Technological
6.Sociocultural
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