EICM 9E Domain I

Question 1

Event Marketing

Answer 1

Marketing an event or using an event as a marketing tool.

Question 2

Marketing Plan

Answer 2

A written document outlining the situational analysis, audience and distribution channels that will support the goals and objectives of the event.

Question 3

“Price”

Answer 3

Cost for a participant to attend the event

Question 4

“Place”

Answer 4

Reference the position of the event in the marketplace and among competitors or to where the event is being held. It also connects with the distribution of products and services

Question 5

“Product”

Answer 5

The event itself

Question 6

“Promotion”

Answer 6

Media and other tools used to market the event

Question 7

The 5 Cs

Answer 7

Customer, Company, Competition, Collaborators, and Context

Question 8

Market Segmentation

Answer 8

A marketing strategy that starts with a broad target market and divides it into groups of potential participants who have commonalities.

Question 9

Psychographics

Answer 9

Study of personality, values, attitudes, interests, lifestyles, preferences, activities, tastes, likes, dislikes, and complaints.

Question 10

Demographics

Answer 10

Specific data that is used to profile individuals such as age, gender, race, education, qualification, marital status, income, profession, organizational level and seniority in the industry.

Question 11

Marketing Distribution Channel

Answer 11

Refers to how a business gets its products to the customers. Also refers to activities necessary to transfer the ownership of goods from the point of production to the point of consumption.

Question 12

Direct Marketing

Answer 12

Any direct personal communication from the organization to potential customers by printed medium or electronic communication such as email, social media, phone call or text message.

Question 13

Steps to Manage a Marketing Plan

Answer 13

1; Conduct Situational Analysis
2; Define Target Market Segment
3; Select Marketing Distribution Channels
4; Implement Marketing Plan

Question 14

Public Relations

Answer 14

A strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Question 15

Press Room

Answer 15

Provide a working area for editors, reporters, and columnists pursuing leads. They will fall into 2 categories; editors of special interest publications & representatives of the news media in the host city.

Question 16

4 Categories of Influencers

Answer 16

1; Altruistic activators - Proactive ambassadors, trusted resource
2; Connected catalysts - Massive exposure, immediate action
3; Everyday advocates - Sincere endorsement, existing fans
4; Passionate publishers - “Buzz” at scale, 3rd party endorsement.