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Marketing for Cultural Organizations

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1.WHAT DOES THE TERM MARKETING MEAN?


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What does the term marketing mean?
•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) •The action or business of promoting and selling products or
services, including market research and advertising. (Oxford dictionary)
•

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Fundraising
•“the act of collecting or producing money for a particular purpose, especially for a charity“
(Cambridge dictionary)
•„Fundraising or fund-raising is the process of seeking and gathering voluntary financial
contributions by engaging individuals, businesses, charitable foundations, or governmental
agencies.“ (Wikipedia)
•

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Marketing x Fundraising
•Fundraising
•Increasing the total turnover of organization
–Donors
–Increasing sales
–Improving product
•Marketing
–Focused on market competition
–Focused on product

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2. MARKETING IN CULTURE


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Marketing in culture
•Specifics of products in culture
–Some product are made without connection to current demand
•Artist statement
•Culture goods made in the past
–Some cultural sectors do not reflect current demand
•Some products are attractive only temporarily in particular time
–Demand which changed in time
–Political satire etc.
•Some culture organizations have character of non-profit organization
–Importance of fundraising
–Less space to focus on product

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3. SEGMENTATION OF MARKET WITH CULTURE PRODUCTS

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Segmentation of market with culture products
•Factors of market segmentation:
•Age
•Sex
•Education
•Socio-economic background
•Social status
•Ethnic origin
•Culture background
•Geographical factors
–Characteristic of locality
–Barriers to accessibility
•….

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Segmentation of market and pricing policy
•Market segmentation can increase revenues
•Discount for selected groups
–Students discount
–Seniors discount
–Group discount
–Children free policy
•Discounts for specific time period
–Less exposed times
–Less exposed part of season
•Differentiation of products
–Less quality product
–Exclusive products
•Extra services
•Limited editions
•VIP tickets
•

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4. WAYS OF MARKETING COMMUNICATION


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Ways of marketing communication
•Media of communication
•TV broadcasting
•Radio broadcasting
•Social media
–Youtube
–Facebook
–Instagram
–TikTok
•Printed media
•Direct communication with customer
–Communication with selected groups
•Schools
•Interests group
•

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Ways of marketing communication
•Message of communication
•Promotion of product
•Create a relationship with customer
•Create the feeling of product need
•Share the part of organization life
•Inform about the news
•…

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5. COMPETITION IN THE MARKET


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Competition in the market
•
•
Effect of Competition and rivalry
•Pressure to marketing activity
–It can increase the interest of audience
–It can increase the total cost
•Price of market product include 10 % -50 % cost of marketing
•Pressure to quality of product
–According actual demand
–It can affect the long term quality in negative way
•Some segments of culture are in the position of monopoly of oligopoly
–UNESCO monuments
–Well-known institutions
•Colosseum
•Eiffel tower
•…

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7. WHAT DOES MARKETING PLAN MEAN?


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What does marketing plan mean?
1.
1.Statement of Organizational Mission
–Each organization is established for the purpose of achieve main goal
–Without goal we cannot find the best way for our organization
2.Environmental Analysis
–(e.g. purchasing power of population, location of action, demographic factors, etc.)
3.Competitor Analysis
–„We need to know our enemies“
4.Understanding Buyer Motivation
–Why are the customers interested in our product?
5.Segmentation
–What are the group of our customers?
–What are the main specification of these groups?
•

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What does marketing plan mean?
6.
6.Research Plan
7.Product Analysis
–What are the benefits of our product?
–What are the weak part of our product?
–SWOT analysis
8.Distribution Analysis
–How deliver product to customers?
9.Pricing Options
–Comes from our price policy
10.Promotional Plan
1.

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8. WHAT DOES MARKETING MIX MEAN?

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Marketing mix
•A planned mix of the controllable elements of a product's marketing plan

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Marketing mix
•

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Marketing mix
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Relationship between customers needs and marketing
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CONCLUSION
•Marketing is process of planning and making strategies
•Challenge for cultural organizations is:
–answer to societal changes
–Attract more customers
•Cultural organizations can use the same marketing instruments as business companies
–Specification is product and group of customers
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SOURCES
•Useful link:
•https://www.slideshare.net/assim_t/marketing-instruments
•Sources:
•KOLB, B. M. Marketing for Cultural Organizations ISBN-13: 978-0415626972
•https://heidicohen.com/content-marketing-future/
•http://marketingmix.co.uk/
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THANK YOU FOR YOUR ATTENTION