Learning Objectives

After reading through this chapter you will be able to:

• Understand the importance of the knowledge bridge between the analyses of the internal environment and the external environment

• Know how to define the service that is to be provided

• Discuss how to promote an event

• Analyse the operational feasibility of an event.

Introduction

This chapter is essentially the interface between the external analysis and the internal analysis of the organization. It rests within the first stage of the event operations management model. Before an organization can attempt to satisfy the customer, it must first know the customer wants i.e. the Critical Success Factors (CSFs) that make them purchase from one organization rather than another.

With regular scanning of key sources of information, it is possible to build a market intelligence database. This is a relatively cost-effective way to gain useful insights, and a precursor to an accurate forecasting system (Wood, 2004).

The primary function of marketing is to bring together buyers and sellers with the intention of exchanging products and services of mutual value (Kandampully, 2002). To be successful, the marketing department should analyse the expectations of each party. The three questions below constitute a knowledge bridge between the customer and the producer:

1. What does the customer want in terms of the service being offered (product)?

2. What price will customers be prepared to pay (price)?

3. Where will the service be provided (place)?

To complete the 'knowledge bridge', the marketing function will have the responsibility of promoting (advertising)...