Ing.Vojtěch Müllner ÒWork with artickle ÉUnderstand the core and role of marketing ÒYes minister-The Middle Class Rip ÉUnderstand the role of “interests groups“ ÒPresentation ÉDefinition of term Marketing ÉChallenges for cultural organizatons ÉInstruments of marketing ÉCustomers É ÒAnswer following questions ÒWhat is the situation today in cultural organizations? ÒWhat is the core of the changes? ÒWhat are the main differences in funding of cultural organizations in time? ÒWhat is marketing? ÉWhat does the term mean? ÉWhat for do we need it? ÉWhat does the term include? ÉWhat is the difference between marketing in cultural organizations and in business organizations? Ò ÒJim Hacker- is the Minister for Administrative Affairs ÒSir Humphrey- serves as Permanent Secretary under his Minister, Jim Hacker at the Department of Administrative Affairs ÒBernard Woolley- is Jim Hacker's Principal Private Secretary. His loyalties are often split between his Minister and his Civil Service boss, Sir Humphrey Ò Ò When the Minister (Jim Hacker) is approached by a group of local constituents seeking government funding for their nearly bankrupt local football club, he suggests that they sell the local museum to private interests and use the proceeds for their sports team. Sir Humphrey - a patron of the arts and an avid opera-goer - is aghast at the prospect of taking funds from the arts and transferring it to sports. He and his fellow permanent secretaries come up with an ideal solution - make Jim Hacker the Minister responsible for the arts. ÒAnswer following questions: ÒFor which group of people culture and art primary is? ÒWhy want Sir Humphrey suppoart culture? ÒDefine the main interests group in the movie ÒFocus on: ÒInterests groups ÒReasons why we should suppoart culture Ò ÒMarketing – “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) Ò ◦ Negative view in cultural organizations Ò ◦ But, both sides (individual and organiuzational goals) Ò ÒArt can no longer be treated as having sacred right for public support Ò ÒCulture organizations can no longer assume that they know what consumer wants Ò ÒConsumers living in multimedia and cross-cultural environment want more combinations of art forms and delivery methods Ò ÒCultural events must provide multiple benefits to meet consumer needs, while fitting in their time and budget constraints Ò ÒCurrent generation doesn’t view high art as inherently more valuable than pop culture that shapes their lives Ò ÒAnswer to societal changes ÉMore stressful life than a genaration ago ÐLess energy for leisure activities ÉWorld has become smaller ÐCheaper traveling ÐDevelopment of comunication technology ÉNew technology has enabled people to experience music and visual arts from around the world ÐTv broadcasting ÐInternet and streaming services Ð ÒLet the challenges be and follow your own way ÉConservative point of view ÒAccept the challenges ÉActual point of view ÉUse instrument of marketing (creat a Marketing Plan) ÒMarketing plan ÒMarketing mix ÉThe 4Ps of Marketing Mix ÉThe 7Ps of Marketing Mix 1.Statement of Organisational Mission ÉEach organization is established for the purpose of achieve main goal ÉWithout goal we cannot find the best way for our organization 2.Environmental Analysis É(e.g. purchasing power of population, location of action, demographic factors, etc.) 3.Competitor Analysis É„We need to know our enemies“ 4.Understanding Buyer Motivation ÉWhy are the customers interested in our product? 5.Segmentation ÉWhat are the group of our customers? ÉWhat are the main specification of these groups? 6.Research Plan 7.Product Analysis ÉWhat are the benefits of our product? ÉWhat are the weak part of our product? ÉSWOT analysis 8.Distribution Analysis ÉHow deliver product to customers? 9.Pricing Options ÉComes from our price policy 10.Promotional Plan Ò Ò ÒWhat type of customers do we have in business branch? Ò Ò Ò ÒGroup discussion… ÒReady-to-Buy Customers ÉOften have a sense of urgency (actual need) ÒRepeat Customer ÉMost loyal customer ÉThey are our customers as long as we continue to satisfy their needs ÉThey represent no more than 20 percent of our customer base, but make up more than 50 percent of our sales ÒImpulse Buying Customers ÉCustomers who make purchasing decisions based upon a whim or a great sales presentation usually are not in a position of needing anything in particular ÒSale or Discount Customers ÉSale or discount customers always shop for the best deals available on the items they want to purchase ÒPotential Customers ÉUsually in no hurry to make a purchase ÉThey need attention of seller Ò ÒWhat type of customers do we have in culture branch? Ò Ò ÒIn business branch and in cultural branch are the same types of customers ÉGroup of Ready-to-Buy Customers Ðmust be impressed by our product ÉLoyal group of customers/Repeat Customer ÐThey visit theatre/cinema/museum periodically ÉGroup of Impulse Buying Customers ÐFollow the trends and feelings ÉGroup of Sale or Discount Customers ÐFollow the best offer ÉPotential Customers ÐAll of the people É É É É É ÒSocial Ritual ÉFor the traditional high art audience, attendence may be an affirmation of their social values ÒSelf-improvement É„Culture is mirror of our behavior“ ÒSymbol of social status ÉHigher class are more interested of culture ÒNeed of catharsis ÉSatiation through culture ÒMarketing for Cultural Organisations. 2nd edition. Bonita M Kolb, 2005 ÒA handbook of cultural economics. Edited by Ruth Towse. Cheltenham: Edward Elgar, 2003. ÒSVOBODA F., Kultura 2013 ÒYes Minister: http://www.imdb.com/title/tt0751820/plotsummary?ref_=tt_ov_pl ÒWebsite Éwww.marketingmix.co.uk/ Éwww.smartdraw.com/marketing-mix/examples/marketing-mix-4ps/ Éwww,smallbusiness.chron.com/five-types-customer-segmentation-10566.html É É Ò