Management and Organisation for musicians

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Management and Organisation for musicians

• Conservatorium Utrecht, 2007
• Subject Marketinginstrumenten

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Last week

• Analysis internal environment, external
  environment
• SWOT analysis

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First A little more marketing strategy

• Ansoff matrix
• Porter concurrentiestrategie
• Unique Selling Point Kerncompetenties

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Ansoff Matrix
Huidige markt
Nieuwe markt
Markt penetratie
markt ontwikkeling
Huidige product
product ontwikkeling
diversificatie
Nieuw product
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Buying behaviour

• Classical 5 phase model
• Idientify a need, problem recognition
• Gather information
• Asses options and alternatives
• Decide and act, purchase
• Use, review overall satisfaction

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AIDA

• Attention op de hoogte brengen
• Interest achtergrond informatie
• Desire verlangen opwekken
• Action overhalen tot aankoop
• (evaluation)

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Buying behaviour

• Extensive Problem solving behaviour
• Specialty goods (car)
• Limited Problem solving behaviour
• Shopping goods (clothing)
• Routine problem solving behaviour
• Convenience goods (food, toilet paper)
• Unsought goods
• Things you dont know or dont want!

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Perception

• Selective attention
• Selective distortion
• Selective retention

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Buying behaviour

• Classical 5 (6) phase model
• Identify a need, problem recognition, (2)want
• Gather information
• Asses options and alternatives
• Decide and act, purchase
• Use, review overall satisfaction

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AIDA

• attention
• interest
• desire
• action
• (evaluation)

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Koopgedrag

• Extensive problem solving behaviour
• Specialty goods (car)
• Limited problem solving behaviour
• Shopping goods (clothing)
• Routine problem solving behaviour
• Convenience goods (food, toilet paper)
• Unsought goods
• Things you dont know or dont want!

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Reference groups

• Primary-Secondary
• Formal-Informal
• Associative-Dissociative

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Perception

• Selective attention
• Selective distortion
• Selective retention

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Cognitieve Dissonatie
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Ganzeboom
James Last
Classical music
complexity
Conventional, Non complex
Conventional, complex
conventionality
Unconventional, complex
Unconventional, non-complex
Modern dance
popmusic
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Herzberger

• Dissatisfiers
• Aspecten die een klant als behorend bij het
  product waarneemt
• Voorbeeld garantie op een computer
• Satisfiers
• Dingen die de klant als extra waaneemt
• Gratis koffie in de pauze

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Worksheets for this week

• Nr 2 summary of your SWOT analysis
• Nr 3 understanding of your market

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Today the instruments of marketing

• Product
• Place
• (Promotion
• Price)

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Product

• Core product
• Augmented product
• Perceived product

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Productmix

• Brand
• Packaging
• Service
• Quality
• Design
• Assortiment
• Accessories
• Warranty

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Product-lifecycle
marketsize
maturity
saturation
growth
decline
introduction
time
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Quality

• Perception-Expectation Quality
• P - E Q
• Zone of Tolerance
• Low expectations, good service ok
• High expectations, good service excellent
• Satisfiers/Dissatisfiers

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Place

• Where is your practise
• How can people reach you
• What about safety, atmosphere
• How does your place look
• Facilities
• Appeal

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Promotions

• Advertising
• free publicity
• Direct marketing
• Public relations

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Advertising

• You pay for the communication
• Control over when, where, how big etc.
• Expensive
• Sometimes combination of advertisement and free
  publicity.

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Free Publicity

• Is not totally free mailingcosts, effort etc.
• Communication that you dont pay for.
• Is cheap
• Keep in mind the value of your message for the
  newspaper.
• Make it easy and attractive
• Send it to the right people
• Mail, email and call and do that again and
  again..

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Direct marketing

• Direct contact with the customer
• Use of database
• Is used a lot in cultural world works well with
  very specific audiences
• How can you build a database?
• How would you use this database for your
  promotion?

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Handboek voor Pers en Publiciteit
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De Kamervraag

• www.dekamervraag.nl

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Next week

• Read book up to p. 127
• Worksheet 4 and 5