Event Management Theory

Topics: Strategic management, Social responsibility, Emotion Pages: 3 (448 words) Published: December 4, 2013
Main Reading: Solomon, M.R. (2011) Consumer behaviour; buying, having and being, 9th edn. New Jersey: Pearson Education Inc

- Consumers as Individuals
- How and Why consumers are ‘defining their identities’
- The process of consumer behaviour/buying behaviour
- Talk about consumer wants/needs

Buyer = transaction-based description
Customer = I am doing to you
Consumer = ongoing process, consumption & consumer is part of process

KEY QUESTIONS
Task 1 – understand your current customers and market to them Task 2 – identify your desired customers
Task 3 – understand your desired customers and market to them

Realistic choice of customers to match your service?
Service matching to your choice of customers?
Restrictions of your current customers? i.e. age
Clashes between customer groups? i.e. old customers vs newer, younger demographic

Situational Analysis to Planning
- PESTLE
- SWOT
- And any others you can use/apply

Consumer Requirements, Needs and Expectations – THING CHANGE! - Corporate social responsibility
- Sustainability
- Community
- Demographics i.e. roles of women, children & aging population - Technology

DEFINE OUR CONSUMER
Psychographics: Lifestyle & Personality

PERCEPTION – how we view our emotion toward something i.e. past experiences affect SENSES

SENSES – how we feel toward something:
- vision: colour, styling (be careful about cultures react to some things) - scent : odours stir emotions or create a calming feeling. They invoke memories or relieve stress.. (Solomon, 2011, P89). Early associations: Smell -> memory -> mood - sound: mood -> action/inaction

- touch
- taste

STIMULI – learned patterns and expectations

SEMIOTICS – symbols to create meaning

HEDONIC CONSUMPTION – The pursuit of pleasure

SENSORY MARKETING – REFER TO WEEK 1 POWERPOINT

Prepare a report & presentation = both DUE 11th DECEMBER
Look at UDO for MODULE HANDBOOK

Heading to Cromford Mills on 11th October – 10am...
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