Key Point 1: Events and Sponsorships
- What is the relationship between event marketing and sponsorships?
- Why is event marketing referred to as experiential communication? How does it differ from marketing communication methods discussed in earlier chapters?
- What are the duties most commonly involved in event management?
- Check out the websites of three of the companies listed in the Global Focus box on page 615. Do they mention their Olympic sponsorship on their websites? Is the sponsorship being effectively used? How would you recommend that these companies better leverage their association with the Olympics on their websites?
- How does a created event differ from a participation event? Give an example of each.
- What departments or MC functions use events? What do they hope to accomplish with the events?
- What do events contribute to relationship programs?
- What is a trade show? Who is its target? What objectives might a company specify for its participation in such an event?
- How do sports sponsorships work? What are their objectives?
- Define cause marketing and mission marketing. Explain how they differ.
- Find one example of cause marketing and one example of mission marketing. How effective is each at building brand relationships?
- What are the strengths and limitations of event marketing and sponsorships?
- Develop a set of typical objectives (at least three each) for event marketing, sponsorship, and customer-service programs based on the strengths you identify for each area.
- Why do we say that customer service drives responsiveness?
- What are the two meanings of customer service?
- Why is training such an important part of an effective customer-service program?
- What are the characteristics of a good customer-service program?
- Have you ever returned a product to a retailer or manufacturer? How was your return handled? What other services did the company's customer-service department offer?
- What are the strengths and limitations of customer service?
- Have you ever called a company's toll-free number with a question about a product or service? How well did the help desk or hot line handle your question?