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Marketing of Cultural Heritage Radka Johnová [email protected] Social Definition Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Managerial Definition (American Marketing Association): Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals. Marketing helps to explain and deliver a product to the right segments of customers at the right time and to the right place at a corresponding price (comparing with the quality) with the support of publicity. MARKETING TOOLS - 4P Product Price Place Promotion Product - Tangible, Intangible Goods Services Events Experiences Persons Places Properties Organizations Information Ideas progress people perfection psychology participation partnership punctuality potential possibilities packaging 4C (or Cs) Customer / Consumer Company skills Convenience Channels Collaborators Cooperation Competition Communication Context Cost Contacts History Ancient markets, medieval age: The seller knew personally his customers. Industrial revolution - mass production - mass communication - printed press and posters. 20th century - radio broadcasting, TV transmission - mass communication by mass media Return to the roots - close to customers satisfying solutions to their needs. Concepts The production concept - products available and inexpensive The product concept - quality, performance, innovations The selling concept - aggressive selling, promotion effort - for unsought goods, in the non-profit area by fund-raisers The marketing concept - business philosophy The holistic concept Societal Marketing Concept ´60s creativity ´70s strategic planning ´80s perfection and quality, technology ´90s customer oriented marketing 21st century information society - IMC Holistic Marketing Concept Relationship marketing Integrated marketing Internal marketing Social responsibility marketing