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Marketing Essay Example

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Marketing. The objective of event marketing is that consumers must have a positive approach to the product and the brand. The launch of the product should be designed to raise the profile of the company. It would help to get a compelling product and a handful of early customers willing to provide testimonials.The product or service here is the ‘launch’ of the product and this paper will prepare a marketing plan for this service. Event organizers now augment their “product” through a variety of add-on services and activities (Green, 2001). The objective is to enhance and broaden the event’s appeal. The inclusion of event augmentation recognizes that people who attend the event will make a choice about how they invest their leisure time.

While the event might be full of fun and excitement, it certainly manages to convey personal meanings. Successful event marketing would involve incorporating insights derived from the sub-cultures and values and the identities associated with the product being showcased at the event. This insight would give new and fruitful directions for promoting event attendance. Sub culture and identity are important tools in marketing communications. This makes it essential to understand the core product being launched. Market research for events becomes essential as there is widespread competition in the industry.The elements of a successful marketing plan include situation analysis, competitive analysis, identification of goals and the target markets. Marketing entry strategy is defined as an internally consistent set of goals and policies, which aligns the firm’s strengths and weaknesses with the external (industry) opportunities and threats (Teo, 2002). The market entry strategy has to be formulated before the actual product is launched. Entry strategies are crucial to survival of new firms. As a new entrant to the PDA field, the biggest weakness is lack of brand awareness as Hoek, Kearns & Wilkinson (2003) cite new smaller brands perform poorly in comparison to larger brands on loyalty measures. This can be combated through the right marketing strategies and promotional measures for the specific target user group identified.Competition analysis reveals that in this particular category, no other brand has the voice recognition feature that enables the user to use the hands free operations of the PDA. The operating system has not been used by competitors. Marketing.

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Admotor (2005), Event marketing, <http://marketing.admotor.com/eventmarketing.html> 03

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Diaz-Martin, A M (2000), The use of quality expectations to segment a service market, Journal of

Services Marketing, Vol. 14 No. 2 2000, pp. 132-146

Green, B. C., (2001), Leveraging Subculture and Identity to Promote Sport Events, Sport

Management Review, 2001, 4, 1–19

Hallett, T. (2005), HP to do smart phone as PDA market plateaus,

<http://hardware.silicon.com/pdas/0,39024643,39127560,00.htm> 03 August 2007

Harker, D. & Akkeren, J. V., (2002), Exploring the needs of SMEs for mobile data technologies:

the role of qualitative research techniques, Qualitative Market Research: An

International Journal, Vol. 5 No. 3 pp. 199-209

Haymarket (2007), "Experiential Marketing: Dispel the myth." Campaign (July 27, 2007): ritish

Council Journals Database. Thomson Gale. British Council . 3 Aug. 2007

Hoek, J. Kearns, Z. & Wilkinson, K. (2003), A new brands behaviour in an established market,

Journal of Product and Brand Management, Vol. 12 No. 1 pp. 52-65

Jack, F., (1989), How to get a big bang from special events., sales & Marketing Management,

141.n12 , British Council Journals Database. Thomson Gale. British Council . 4 Aug.

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PRWeb (2007), Event Marketing With A Fresh Twist of Bliss,

<http://www.prweb.com/releases/event/marketing/prweb519158.htm> 03 August 2007

Saaksjarvi, M. (2003), Consumer adoption of technological innovations, European Journal of

Innovation Management, Vol. 6. No. 2, pp. 90-100

Simkin, L., (1996), Addressing organizational prerequisites in marketing planning programmes,

Marketing Intelligence & Planning 14/5 [1996] 39–46

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preview essay on Marketing
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Masters
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