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A core business component, marketing is a broad term which is often used interchangeably with activities including communications, advertising and public relations. Successful attractions of all sizes use this technique to attract customers and increase value.
Academics have differing definitions, however, the Chartered Institute of Marketing (CIM) describes it as “The management process of anticipating, identifying and satisfying customer requirements profitably”. Whilst this gives the impression that marketing is a cross-organisational exercise, in reality, most companies will have a specific team dedicated to coordinating communications.
Marketing has evolved to meet the requirements and better target key audiences over time. One of the most obvious changes is the prominence of digital marketing, such as social media, email, mobile apps and websites.
Advertising is any form of non-personal communication that is transmitted through paid media sources. Larger budgets may utilise advertising avenues such as television commercials, sponsorships and radio advertisements.
Public relations (PR), deals with publicity generated by third parties. high- such as ride and exhibition launches,
Marketers undertake a range of functions including providing customer insight, providing strategic marketing direction and managing marketing communications. When devising any activity, the ‘marketing mix’ factors should be considered, which at its most simple level are product, place, price and promotion.
Communications teams at attractions will organise on-site material including guest information, signage, literature and event promotion.
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