| Abstract | Naslov rada jest „Marketing festivala i događanja“. Festivali i događanja javne su proslave čiji je cilj poboljšati imidž turističke destinacije, proslaviti važne prekretnice te predstaviti djela iz područja umjetnosti, glazbe, kulture i ostaloga. Kako bi se neki festival ili događanje promovirali te usavršili za željenu publiku, tu se javlja marketing koji prije prodaje, tijekom te nakon prodaje proizvoda poduzima sve aktivnosti koje se kontinuirano provode kako se proizvod što bolje prodao. Marketinški proces odvija se kroz sedam faza, a to su redom: određivanje cilja marketinškog procesa, istraživanje klijenata, proizvod ili usluga, određivanje cijene proizvoda ili usluge, djelovanje, promocija proizvoda i nadzor. Svaka od tih sedam faza krucijalna je za kvalitetan marketing jer bez jedne od njih marketing tada nije potpun. Marketing miks neizostavan je dio marketinga, a njegova je uloga zadovoljenje klijentovih potreba. Marketing miks čine četiri osnovna elementa, a to su proizvod, cijena, promocija te prodaja i distribucija, a postoje još tri dodatna, a to su: ljudi, procesi i fizička pojava. Tržište je mjesto gdje se susreću ponuda i potražnja, a elementi koje treba pratiti kada se proizvod želi plasirati na tržište jesu: broj posjetitelja, potrošnja posjetitelja, aktivnost posjetitelja, efikasnost oglašavanja i zadovoljstvo posjetitelja. Događanja se mogu dijeliti na veličinu (mega, regionalna, značajna i manja) i na vrste (sportska događanja, zabavna događanja, komercijalna događanja, skupovi i izložbe, festivali, obiteljska okupljanja, dobrotvorna događanja i ostalo). Kao studija slučaja odabran je KnockOut Snow festival gdje se prikazalo kako se festival promovira, tko su sponzori festivala i kako se provodi sam marketing festivala. |
| Abstract (english) | The title of the paper is "Festival and Event Marketing". Festivals and events are public celebrations whose aim is to improve the tourist destination's image, celebrate important milestones and present works from the fields of art, music, culture and more. In order to promote a festival or an event and to improve it for the desired audience, marketing is there before, during and after the sale to undertake all the activities that are required to sell the product as well as possible. Marketing process takes place through seven phases: determining the goal of the marketing process, researching customers, product or service, determining the price of a product or service, action, product promotion and supervision. Each of these seven phases is crucial for quality marketing because without one of them, marketing is then incomplete. The marketing mix is an indispensable part of marketing, and its role is to meet customer needs. The marketing mix consists of four basic elements: product, price, promotion, and sales and distribution, and there are three additional ones: people, processes, and physical appearance. The market is the meeting place of supply and demand, and the elements that need to be monitored when placing a product on the market are: number of visitors, visitor consumption, visitor activity, advertising effectiveness and visitor satisfaction. Events can be divided into size (mega, regional, significant and smaller) and types (sporting events, entertainment events, commercial events, gatherings and exhibitions, festivals, family gatherings, charities and more). The KnockOut Snow festival was chosen as a case study where it is shown how the festival is promoted, who are the sponsors of the festival and how the marketing of the festival itself is carried out. |
