Evaluation of the Effective Use of Marketing Mix

Product

The first marketing mix that I will be tapping on is product. The product refers to what the potential customers require, want and will pay for. It is one of the most important factors of the marketing mix to take into consideration, as it is what that will attract the public to visit and spend at the event. The term “product” can be divided into three different segments, which are:

1) Core product- the main element of the event that attract the public to visit and spend there
2) Tangible product- the visible element of the product
3) Augmented product- other factors of the event that help to enhanced the core product and helped to improve the guest experience at the event

In this example, the core product of the Biennale is the beauty of the artworks that are exhibited here regardless of it being a painting or a multi-media work. This is the main reason the public are willing to spend $5-$10 on the admission fee. Here are some of the artworks that were exhibited:

Xteriors (By: Desiree Dolron)
Meaning behind artwork- wants people feel that art is an embodiment of higher spirituality from the serenity and narrative which is a reminiscent of the religious paintings of the European Renaissance

Yellow Mountain (By: Tse, Su-Mei)
Meaning behind video- disrupts one perception of it being a video of sunrise when the fake sun rises out which makes people think again about their stereotypical view of oriental paintings and the way one look at the world in general