Event Management Assignment: Consumer Behavior and Marketing

This document presents a comprehensive solution to an event management assignment, delving into key marketing concepts. The assignment begins with a definition of marketing and event marketing, emphasizing consumer satisfaction and the importance of understanding target markets. It then explores the significance of market segmentation for event managers, highlighting how it aids in tailoring strategies and reducing marketing costs. The document further examines the factors that motivate audience attendance at community festivals, such as relationship building and effective communication. Finally, it outlines the major steps involved in the consumer decision process, from need recognition to post-purchase evaluation, providing a holistic understanding of consumer behavior in the context of event management. The solution references several academic sources to support its analysis.

Running head: EVENET MANAGEMENT
Event Management
Name of the Student
Name of the University
Author Notes

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EVENET MANAGEMENT
Table of Contents
Answer 1:.........................................................................................................................................2
Answer 2..........................................................................................................................................2
Answer 3..........................................................................................................................................3
Answer 4..........................................................................................................................................4
Reference.........................................................................................................................................5

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EVENET MANAGEMENT
Answer 1:
The definition that is provided in this book about marketing is about matters related to
consumer satisfaction. The main aim of marketing is thereby to fulfil the needs of the consumers
by providing top quality service. According to the definition, event marketing is an important
process, where potential customers are attracted using different parameters like pricing and
product specifications. The definition of this book has also provided the importance of
marketing, which is needed to implement decision related to business planning and target
market. The different processes that are involved in marketing are also defined.
In order to better define marketing event, it is essential to understand and define the needs
of the target market. It is also important to implement tools of marketing, which will help in the
process of understanding the external and internal environment of the target market (Hollensen
2015). It is also important to define the importance of marketing communication in order to
implement in practice.
Answer 2
It is essential for an event manager to divide our segment the target market in order to
better understand the customer needs of individual groups. It is important to mention in the
context that the demand of the customer vary in independent groups due to various parameters
including Geographic and demographic elements (Weinstein and Pohlman 2015). This allows the
event manager to fulfil the specific needs of every group of society and it is beneficial for the
company in the long run for meeting up the advantages. This can also help in the process of
strategy making of the business.

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EVENET MANAGEMENT
One of the major advantages of market segmentation that is practised by the event
manager is that it can help to reduce the cost of marketing as the company target a specific group
of customer when promoting any particular product. It is also possible to deal with the challenges
related to event marketing research that is done with the help of collecting relevant data. Hence it
is possible for the marketing researchers to of event management to focus upon any particular
group while conducting investigation about any particular product (Foxall 2014).
In case of targeting audience for an event management, the organisation can segment the
market depending upon the type of the programs. For example, for an event related to the pop
and rock music, the organiser will target to invite people of younger generation who are mainly
interested in pop and rock music.
Answer 3
Following are the main factors that Motivates audience to attend community festival:
 Principles related to relationship among the target audience are maintained with the help
of wide range of festival among stakeholders.
 With the help of festival event it is possible or business organisation to understand the
demand of the target group of audience and thereby able to implement important
marketing decisions and most of the audience.
 Help of festival events it is possible for the event manager to properly communicate with
the target group of audience and deliver important relevant messages.
 The demand of the customers can also be understood with the help of various events.
 Finally it is also possible to understand the importance of market segmentation in
analysing the external environment of marketing.

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EVENET MANAGEMENT
It is important to focus upon these motives as it can help the event manager to enhance their
ability in the process of making marketing plan.
Answer 4
The major steps involved in the consumer decision process are the need to recognise and
identify the causes of consumer demand (Möller and Parvinen 2015). Finding out the need of
the customer is the primary and stone of evaluating consumer decision making process. In the
subsequent step it is important to search and gather relevant information with the help of
marketing research. This can help to evaluate the positive and negative aspects. The consumers
use various parameters to judge the quality of the products.
In many cases, the consumers consider and evaluate the alternative products which are
available in the market (Hutchinson et al. 2015). In the subsequent step, after considering all
alternatives the consumer purchases the products. In the final step, after purchasing a product or
service consumer makes post-purchase evaluation. The consumer expresses their opinion about
their experience in purchasing of a product.

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Reference
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Hutchinson, K., Donnell, L.V., Gilmore, A. and Reid, A., 2015. Loyalty card adoption in SME
retailers: the impact upon marketing management. European Journal of Marketing, 49(3/4),
pp.467-490.
Möller, K. and Parvinen, P., 2015. An impact-oriented implementation approach in business
marketing research: Introduction to the Special Issue on “Implementing Strategies and Theories
of B2B Marketing and Sales Management”. Industrial Marketing Management, 45, pp.3-11.
Weinstein, A. and Pohlman, R.A., 2015. Customer value: a new paradigm for marketing
management. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 132-133). Springer, Cham.