Marketing the arts

                                         By Guillaume CARD

                                           INTRODUCTION

we will mean all implements and tools marketing in order to reach the success for an enterprise.

We will try to understand why surveys and polls are necessary for an entreprise to be better than
others competitors with marketing.

                                              LAYOUT

•          What is Marketing

•          Cultural marketing

•          The Marketing Model for Culture and The Arts

•          The marketing process

•          The Marketing Management Process

•          Consumer behavior

•          Competitor analysis

•          Segmentation

•          Targeting

•          Market positioning

•          Steps in segmentation, targeting, positioning

•          The 4 “Ps” and
the 4 “Cs

•          The Four P’s













                                        What is marketing?

•       “A social and managerial process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others”

                                                                                      Philip Kotler



                                        Cultural Marketing

•       “The cultural marketing is the art of reaching those market segments likely to be
interested in the product while adjusting to the product the commercial variables – price, place,
and promotion – to put the product in contact with a sufficient number of consumers and to reach
the objectives consistent with the mission of the cultural enterprise.”

                        François Colbert



                           The Marketing Model for Culture and the Arts

                                       The marketing process

                                 The Marketing Management Process

                                         Consumer behavior

                                        Competitor analysis

                                           Segmentation

•           Market segmentation:

–      Dividing a market into distinct groups of buyers with different needs, characteristics, or
behavior who might require separate products or marketing mixes.

                                             Targeting

•           Market targeting:

–      The process of evaluating each market segment’s attractiveness and selecting one or more
segments to enter.

                                        Market positioning

•           Arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers.

                           Steps in segmentation, targeting, positioning

                                          The 4 “Ps” and
                                             the 4 “Cs

•           Product ® Customer Value

•           Price ® Cost to the Customer

•           Place ® Convenience

•           Promotion ® Communication



                                           The Four P’s

•       Product: or programs and services offered by organization

•       Promotion; of the product, program, or service

•       Price: or cost to participate

•       Place: or where programs, services are available

•       Some wisdom adds a 5^th “P”, People

                                            Conclusion

•       We put the emphasis on the fact that the various elements are interdependant.

•       We have to know variable who influences the market.

•       We should  determinated the needs of the consumers to divide in sub-markets or segments to
provide a margin over.

•       The main goal of marketing is to work on several macro-environment and mix marketing to
enable the enterprise to rise their benefits.

                                   Acknowlegement and references

•       a handbook of cultural economics

•       Philip Kotler

•       François Colbert, Marketing the Arts









                                     THANK FOR YOUR ATTENTION