ou have been hired as an event marketing consultant by a state medical association. Your charge is to increase attendance and revenue and to create greater awareness of the organization in the medical community. The association’s conventions have been held in the same urban location for years, attendance is dwindling, and costs are rising. The convention is typically a two-day meeting, held over the weekend. Programming is heavy on technical symposia and light on social events. There is a small exposition, primarily open only during coffee breaks. There is no significant spouse participation or youth participation. • What marketing strategies would you consider to turn the organization’s event around in terms of attendance and income?
ou have been hired as an event marketing consultant by a state medical association. Your charge is to increase attendance and revenue and to create greater awareness of the organization in the medical community. The association’s conventions have been held in the same urban location for years, attendance is dwindling, and costs are rising. The convention is typically a two-day meeting, held over the weekend. Programming is heavy on technical symposia and light on social events. There is a small exposition, primarily open only during coffee breaks. There is no significant spouse participation or youth participation. • What marketing strategies would you consider to turn the organization’s event around in terms of attendance and income?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
You have been hired as an event marketing consultant by a state medical association. Your charge
is to increase attendance and revenue and to create greater awareness of the organization in the
medical community. The association’s conventions have been held in the same urban location for
years, attendance is dwindling, and costs are rising. The convention is typically a two-day
meeting, held over the weekend. Programming is heavy on technical symposia and light on social
events. There is a small exposition, primarily open only during coffee breaks. There is no
significant spouse participation or youth participation.
• What marketing strategies would you consider to turn the organization’s
event around in terms of attendance and income?
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