Answer the following:

(i)Explain the considerations for strategic event marketing,

(ii)With the help of a case study of your own,explain the role of Destination Marketing Organisations and Convention Bureaus.

(i) Strategy is the watch word of our times. To be strategic implies foresight, aholistic view and understanding of how to define objectives and achieving them,even against resistance. Strategy involves understanding what customers reallywant and managing customer relationships to benefit the organization. Strategicmarketing involves a long-term continuous relationship with customers in contrastto having short-term focus on immediate sales. This involves a shift fromtransaction-oriented marketing to relationship-driven marketing. Strategicmarketing activities have significant implications for an organization as a wholeas they are more concerned with how an organization determines its bestopportunities in the market place, given its overall objectives and resources,rather than with only promoting its offerings by creating advertising campaigns.Strategy is that criterion which determines the opportunity and strength, as wellas helps in identifying weaknesses and threats. In the previous chapter we learntabout competitive advantage. It should be known that without competitiveadvantage strategy is of no use, as the sole purpose of strategy is to help the eventcompany to gain a sustainable edge or have a __________ _______ _____ _______ _______.
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