Marketing is Everything and Everything is Marketing

1
Marketing is Everything and Everything is
Marketing
Shreveport Regional Arts Council / Attractions
Association February 13, 2008
Wolfgang Hinck, Ph.D. Assistant Professor of
Marketing Louisiana State University in Shreveport
2
Marketing is everything

• Marketing is not just advertising
• The EXCHANGE principle
• The customer is the focus
• AND theres more than one
• type of customer
• AND they are not like you

3
Marketing is not just advertising
4
Finding and Analyzing Customers
FUNDAMENTAL QUESTION What type(s) of need(s)
does the customer wish to satisfy?
5
The 3W Model of Audience Analysis
6
WHO is our current audience?
7
WHEN do they purchase?
8
WHY (and how) do they select?
9
What about Non-Customers?
Too expensive
Poor access to tickets
10
Now that we know them, how do we reach them
11

Dont kill yourself in the process
12
Wolfgang Hinck

• Assistant Professor of Marketing
• College of Business BE 312
• Louisiana State University in Shreveport
• 797-5268
• Wolfgang.Hinck_at_LSUS.edu

13
Appendix In-Depth Customer Analysis
14
Demographic Variables
Education
Religion
15
Geographic Variables
16
Psychographic Variables
17
Behavioral Variables