Week 2 Product

Question 1

Levels of products in art experience:

Answer 1

Useful conceptual maps which separate the dimensions of product into distinct levels. Core benefit: artistic experience. Next is the central experience: the physical environment. Next the extended experience: merchandise. And the last layer is the potential experience: being patrons or friends.

Question 2

ABX model:

Answer 2

Triangular model consisting of A (audience) B (performers) that communicate back and forth on the bottom and X (performance) on the top which they both communicate towards.

Question 3

Maslow pyramid of needs

Answer 3

A hierarchy of human wants and needs. In case of the arts it is from bottom to top: physiological - safety - social - esteem - self actualization.

Question 4

4 dimensions of branding

Answer 4

Function
Personality
Difference
Source

Question 5

BCG matrix

Answer 5

Stars: high market share, high growth
Cash cows: high market share, low growth
Problem child: low market share, high growth
Dogs: low market share, low growth

Polish the stars, milk the cows, feed the children and shoot the dog.

Question 6

Before operationalizing marketing…

Answer 6

The arts manager should have updated knowledge about:

• repertory
• artists
• the way of decision making of the audience to buy tickets
• the ways to link programming with targeted audience

Question 7

After which criteria does the audience choose attention?

Answer 7

The experience of the experience, internally and externally orientated.

The experience of the venue.

Question 8

Product life cycles (10):

Answer 8

Long learning curve
Flash in the pan
Revival
Failed intro with successful comeback
Cycle with successive revivals
Instant start up cycle
Flash in the pan with resided market
Cyclical profile
Long cycle 
Flop

Question 9

Stages adoption process for innovations:

Answer 9

Early adopters
Early majority
Late majority
Laggards

Question 10

Implications servuction model:

Answer 10

Customer involvement
Lack of privacy
Learning the script
The human factor

Question 11

Servuction model

Answer 11

A model used to illustrate factors that influence service experience. Including visible and invisible factors. Invisible component consist of invisible organizations and systems (rules legislation). The visible part consist of three factors:

Inanimate environment
Contact personnel/service providers
Other consumers