Understanding Marketing and Events

Running head : UNDERSTANDING MARKETING AND EVENTS
UNDERSTANDING MARKETING AND EVENTS
Name of the Student
Name of the University
Author Note

1UNDERSTANDING MARKETING AND EVENTS
1. How special events are defined and classified.
According to Hall Cooper and Marciani (2018) special events can be defined as
gathering of human beings, which generally lasts for few hours to a few days. The events are
designed in order to celebrate, honor, teach the persons who are present in the event or sell the
latest gadgets which are designed by the company. Companies and business organizations also
plan and events for selling their latest trends in the products. These events can also be termed as
marketing policies used by the companies to promote their products to the customers. Events are
also planned in order to celebrate any major achievement made by the company.
Special events can be classified as Special events and Standard events. The Standard
events are those which include that event that does not meet the criteria for the Special events.
These mainly include the meetings, performance of the company, lectures and similar programs.
The events are to be completed within 10 days, if exceeding then it should be reported to the
events manager before proceeding. Special events are those which is considered in order to meet
the press or media. It can also be considered as a function or occasion which aims to generate
money from the group of community.
2. The key marketing activities undertaken by Samsung and the role events play
within their overall marketing strategy
Marketing Strategies undertaken by Samsung :
 Samsung is also known in the market for its innovative products which ranges from
smartphone to the refrigerators. Instead of satisfying the needs of the society they have
satisfied the need of the people in the recent years.

2UNDERSTANDING MARKETING AND EVENTS
 Apart from innovation the company is also known for its fastest customer service
policies. After the variation in products the most powerful marketing strategy is fastest
customer support (Blythe and Martin 2019).
 Competitive pricing is one of the strongest strategies of Samsung. The company has
gained a competitive advantage over its competitors as because it has its wide range of
products in all prices. It has got the market covered from the cheapest Samsung devices
till the high end devices of the company.
 Samsung has its channel of marketing present in each and every parts of the country.
According to Jamali and Kha (2018) Samsung uses channel marketing in its industry.
Samsung has got contacted its distribution agency which is determined in selling and
distributing the products throughout the city.
 Promotional tactics of the company mainly includes the discounts, events sponsors,
engaging with national and international festivals are few marketing strategies of
Samsung (Omer 2019).
3. Explain the role of the marketing mix (4P’s/7P’s) and how Samsung uses this to
inform their marketing strategy
The 4P of marketing mix of Samsung is provided in order to inform their marketing strategy.
 Products – The products ranges fro mobile phone, televisions, refrigerators, washing
machines, till the microwave ovens. The products of Samsung have gained much trust in
the last few years. In case of smart phones Samsung has achieved a status symbol to its
customers. It is also known that the company provides a lightning fast service to its
customers in all varieties of products, which is one of the strongest point of Samsung
(Jeong, Choi and Choi 2018).