Event Management Theory Essay Example

Event Management Theory Essay Example Event Management Theory Essay Event Management Theory Essay 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 social responsibility Sustainability Community THING CHANGE! corporate 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 : stress.. (Solomon, 2011, P89). Early associations: Smell -> memory -> mood 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 1 lth DECEMBER Look at UDO for MODULE HANDBOOK Heading to Cromford Mills on 1 lth October loam until 4pm sound: strategic decisions have also included the acquisition of petrol stations and Plan A is a good example for how strategic planning can alter an organisations brand image altogether, whilst still proving to be a functional and attainable channel for corporate responsibility. Of Plan A, Chief Executive Mark Bolland states It has the potential to create a first for the World; Plan A was designed to make Marks Spencer the first ne hundred percent sustainable international multi-channel business . This one goal is what Marks Spencer is aiming to achieve by the year 201 5 but to achieve this the organisation has many targets to reach by set periods of time. This report will analyse and evaluate what Marks Spencer have achieved up until this point, using Plan A as an example for their strategic management decisions. For the companys non-strategic management decisions, this report will provide numerous examples of Marks Spencer short-term impact methods and show how they are linked to the brands