PMM 6E Chp. 9 Flashcards
Marketing the Meeting
Marketing
A process through which customer needs are identified and a demand is developed for particular products or services
Product
The Meeting
Place
The location of the meeting
Price
The price of the meeting (i.e. registration fee)
Promotion
Creating adequate awareness and intrinsic benefits of attending are the cornerstones of promotion
People
Target audience or actual meeting registrants and attendees.
Target Market
Consumers to whom the host organization wants to sell its products and services
Direct Competition
Exists in the form of similar meetings, including those occurring in various forms.
Indirect Competition
Exists in the form of certification programs, self-study programs, and university courses.
Public Relations
Currently defined and publicly accepted as a strategic communication process that builds mutually beneficial relationships between organizations and their publics
Intellectual Property
The owner/person having legal ownership of the work not just possession or creator status
Search Engine Optimization (SEO)
The use of repetitive words and phrases to promote visibility in online searches and use this knowledge to full advantage factoring any associated costs into the budget
Social Marketing
The application of commercial marketing principles to health, social, and quality of life issues. Seeking to influence social behaviors and not benefit the marketer but to benefit the target audience and the general society.
Sponsorship
Strategic relationship between meeting organizers/hosts and commercial or non-profit entities, translating into a mutually beneficial affiliation.
