Critical incidents at service encounter o staff and

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Critical Incidents At service encounter o Staff and volunteers should be trained in managing “critical incidents” o These are any staff-guest contracts of guest experiences with management systems or the setting that can result in dissatisfaction, injury or other problem o Examples at an event: lengthy queuing, crowing, inadequate information, accidents, uncomfortable conditions, little choices of food/beverage, dirty bathrooms o Three types: Reacting to customer complaints Responding to customer requests and needs Taking unprompted or unsolicited actions related to guests. Steps in Strategic Marketing 1. Mission and Vision Statement 2. Specific marketing and tourism related foals 3. Market research 4. Generic strategies 5. Target market 6. Positioning and branding 7. Adopting marketing mix
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Positioning and Branding “Positioning” uses the entre marketing mix to establish the desired image and maintain it. o Relative to competitor events or other attractions “Branding” is a marketing concept based on the use of a name, symbol, or logo to identify a company or unique product The brand o Should be easily recognizable name plus symbol or logo o In the minds of consumers or the public at large it should ideally stand for the qualities the event wants to be known for – especially those expressed in the positioning strategy for each target segment Generic Marketing Strategies Generic Strategies o Differentiation (uniqueness) o Market focused (niche marketing) o Cost leadership (best prices) Marketing mix strategies (Market vs Product) o Market penetration (same event, but “steak” demand from other events) o Product reformulation (something new every year) o Product development (produce other events) o Diversification (products other than events)
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  • Spring '13
  • H.Choo
  • Marketing, resource dependence theory, event tourism, Main event program

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