Understanding Business
11th Edition
ISBN: 9780078023163
Author: William G Nickels, James McHugh, Susan McHugh
Publisher: McGraw-Hill Education
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Chapter 16, Problem 2VC
Summary Introduction
Case summary: An annual film, music and technology festival name SXSW is held in Austin, Texas for 10 days in March. 1000s of concertgoers are welcomes in the city. Part trade show and part mega concert, this enormous event not only makes fan of hip art happy but also serves as the meeting point for new artists.
The music portion of SXSW featured 2,000 acts. With so much population, there is ample opportunity for all types of promotions. Each year the festival teams up with the corporate sponsors to advertise at the event.
SXSW also feature some B2B promotions. For a lower price attendees can choose to assess a single event. With so much to do and see SXSW generates a lot of publicity.
Music is the product that benefits from personal touch. The fans work for free to promote the band and the event. All the personal selling done in the event benefits both the band as well as the event. SXSW employs a number of strategies to stay cool at the event and promote both the event and the bands.
To discuss: The four elements of promotion mix.
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Chapter 16 Solutions
Understanding Business
Ch. 16.2 - Prob. 16.2AQCh. 16.2 - Prob. 16.2BQCh. 16.2 - Prob. 16.2CQCh. 16.2 - Prob. 1MEDCh. 16.3 - Prob. 16.3AQCh. 16.3 - Prob. 16.3BQCh. 16.3 - Prob. 1TPCh. 16.3 - Prob. 2TPCh. 16.3 - Prob. 3TPCh. 16.4 - Prob. 16.4AQ
Ch. 16.5 - Prob. 16.5AQCh. 16.5 - Prob. 16.5BQCh. 16.5 - Prob. 4TPCh. 16.5 - Prob. 5TPCh. 16.5 - Prob. 6TPCh. 16.6 - Prob. 16.6AQCh. 16.6 - Prob. 16.6BQCh. 16.6 - Prob. 7TPCh. 16.6 - Prob. 8TPCh. 16.6 - Prob. 9TPCh. 16 - Prob. 1CTCh. 16 - Prob. 2CTCh. 16 - Prob. 3CTCh. 16 - Prob. 4CTCh. 16 - Prob. 1DWSCh. 16 - Prob. 2DWSCh. 16 - Prob. 3DWSCh. 16 - Prob. 4DWSCh. 16 - Prob. 5DWSCh. 16 - Prob. 1TITCh. 16 - Prob. 2TITCh. 16 - Prob. 3TITCh. 16 - Prob. 1VCCh. 16 - Prob. 2VCCh. 16 - Prob. 3VC
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