Exploring the Service Marketing Mix’s Impact on Audience Decision-Making in Mongolian Performing Arts
The intricate world of Mongolian performing arts presents a rich tapestry of culture, tradition, and creativity. Yet, like any other sector, it grapples with audience engagement and decision-making processes. This article delves into how the service marketing mix, particularly the 7Ps framework—Product, Price, Place, Promotion, People, Process, and Physical Evidence—affects audience choices in this unique cultural landscape.
Understanding the Context: Performing Arts in Mongolia
A Glimpse into Mongolian Performing Arts
The National Academic Theatre of Opera and Ballet and the Mongolian State Philharmonic stand as cornerstone institutions in Mongolia’s vibrant arts scene, having been established in the 1960s. With the shift to democracy in 1990, these institutions faced a whirlwind of challenges, including limited funding and dwindling audience numbers, which hampered their growth and development (ACM, 2011).
Over the years, cultural policies have attempted to rejuvenate the performing arts scene. However, organizations initially struggled with marketing concepts and relied heavily on traditional advertising methods (Narantsatsral, 2017). Bridging the gap between these institutions and their audiences has become paramount.
Unique Cultural Resources at Play
Mongolia boasts a treasure trove of cultural traditions, such as the Morin Khuur, Khoomei, and traditional folk music and dance. These cultural assets offer a substantial foundation for local and international marketing efforts aimed at promoting these unique offerings (Gantumur, 2016).
The Marketing Awakening
As digital marketing becomes an essential tool for engagement, nearly 80% of the population now has access to online resources, making effective outreach a game changer for performing arts organizations (Kemp, 2023).
The Mechanics of Consumer Decision-Making
Diverse Influences on Decision-Making
To effectively capture audience attention, it’s crucial to understand the range of factors that influence consumer decisions. Factors encompassing the social, cultural, and psychological realms can significantly affect how potential spectators engage with performing arts organizations (Stankevich, 2017).
How Decisions Are Formed
Whether for personal enjoyment or cultural enrichment, individuals evaluate their options based on various stimuli, both external (like advertisements) and internal (such as personal desires for enjoyment) (Kotler and Scheff, 2009). Notably, the decision-making process becomes intricate as audiences often attend events in groups, where collective preferences play a crucial role (Cotler, 2003).
Expectations vs. Reality
Audience evaluations following performances are crucial; if their experiences align with expectations, they are likely to become repeat attendees and advocates (Kolb, 2013). Conversely, unmet expectations can lead to detrimental word-of-mouth, impacting future attendance.
Diving Deeper into the 7Ps of Service Marketing Mix
1. Product/Service
The product in the performing arts context encompasses performances that provide unique experiences. High-quality presentations are key to audience satisfaction and retention, leading to our first hypothesis:
H1: Product positively influences audience decision-making.
2. Price
Pricing serves as a critical determinant of perceived value. Festival admission costs impact participation rates, prompting organizations to explore diverse pricing strategies, including free tickets and subscriptions (Cacovean et al., 2023). Thus, we propose:
H2: Price positively influences audience decision-making.
3. Place
The venue also plays a pivotal role, from accessibility to ambiance. As audience members may shy away from events that are geographically inconvenient, we theorize:
H3: Place positively influences audience decision-making.
4. Promotion
Effective promotion is vital for awareness. Art organizations must employ diverse marketing strategies to connect with their target demographics (Wirtz and Lovelock, 2022). Consequently, we assert:
H4: Promotion positively impacts audience decision-making.
5. Personnel
Personnel significantly influence the service experience. Well-trained staff can elevate audience interactions, fostering loyalty and satisfaction (Xu et al., 2023). Therefore:
H5: Personnel positively influence audience decision-making.
6. Process
The process of delivering services shapes customer expectations and experiences. A seamless experience enhances satisfaction and encourages future purchases (Byrnes, 2022). Hence:
H6: Process positively influences audience decision-making.
7. Physical Evidence
Last but certainly not least, physical evidence—the tangible aspects of performances—affects audience perceptions. A well-designed event space can enhance overall experiences (Zeithaml et al., 2013). Thus:
H7: Physical evidence positively impacts audience decision-making.
Conclusion
In conclusion, understanding the service marketing mix‘s interplay with audience decision-making in the Mongolian performing arts sector is crucial for organizational success. By strategically leveraging the 7Ps framework, performing arts institutions can not only attract audiences but also cultivate lasting relationships in an increasingly competitive landscape.
For a deeper dive into the subject, check out the Arts Council of Mongolia and explore marketing insights tailored to enrich your understanding and strategies in this vibrant performing arts arena.
