Marketing of Arts and Cultural Industries

Thèmes abordés

Cultural marketing, cultural product, marketing mix, art industry, market segmentation, creative content, technological development, virtual reality, authenticity, cultural consumption, distribution strategy, communication policy

Résumé du document

This document provides insights into the challenges and specific issues faced by marketers in the arts and cultural industries. It offers an analysis of various cultural markets and explains how to leverage the unique characteristics of cultural markets to deliver value to both consumers and organizations. The document also focuses on providing innovative and creative solutions for marketing artistic and cultural products and delivering efficient marketing strategies for cultural institutions. It is structured to facilitate understanding, with step-by-step development of concepts and numerous definitions. In just 18 pages, readers can gain a comprehensive understanding of the theories and concepts governing art and cultural marketing and establish effective marketing strategies.

Extraits

[...] Components of the Cultural Product c. What us the effect of technological development ? d. Consider Product Authenticity e. The Product Life-Cycle f. Analyzing Competition The cultural consumption and Consumer a. Why do you consume cultural products? b. What is Culture Value and what could prevent consumption? [...]

[...] What are their strengths and weaknesses? What is their strategy? Which competitors should I focus on? Competitive Advantage - A strong and unique position that enables the company to stand out. - Why do/would consumers prefer the product offered by my firm over that of the competition? P The cultural consumption and Consumer a. Why do you consume cultural products? Consumption Motives - Enrichment motives: Enrichment motives can include the desire for self-expression, the need for social status, the pursuit of personal growth and development, the desire for aesthetic pleasure, and the need for intellectual stimulation. [...]

[...] Distinctions among Cultural Companies Mission: product-oriented VS market-oriented Prototype: production VS reproduction (mass produced) Size Legal status Prototype production Market-oriented Product-oriented Prototype reproduction Prototype production refers to the process of creating preliminary versions of artworks, sculptures or installations, before creating the final version. Similar to other industries, prototypes allow artists to test and evaluate their ideas, designs, and materials before committing to the final piece. Prototype production in the art industry can vary greatly depending on the medium and techniques used by the artist. For example, a sculptor may create a small-scale maquette or clay model of a sculpture before creating the final large-scale version. [...]

[...] P Cultural product a. Cultural product: a definition “a product is anything that can be offered to a market that might satisfy a want or need” (Kotler et al., 2006) The set of benefits as they are perceived by the consumer. A cultural product refers to any tangible or intangible item that is created, produced, or disseminated within a culture and that carries symbolic meanings, values, or messages that are significant to that culture. Cultural products can include a wide range of items such as books, films, paintings, sculptures, music, fashion, architecture, as well as intangible things like traditions, rituals, and beliefs. [...]

[...] Popular art often reflects and comments on the values, beliefs, and culture of the general public, and can be found in many forms, such as books, comics, film, television, music, advertising, and more. Popular art can also be considered as a commercial art, as it is created with the intention of appealing to a wide audience, and therefore being profitable. It is often less expensive than high art, and also can be seen as a more accessible form of art as it does not require special knowledge or education to understand and appreciate it. High Arts: Small number of units consumed, more complex product. [...]