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1. Define marketing and PR. 2. What are some of the wants and needs satisfied by the following: a
brand-name soft drink, a meal at a French restaurant, and a visit to an art museum? 3. Does marketing
or PR make you buy things that you do not need? Explain. 4. Give an example of an exchange process in
which you recently participated that was not satisfying. What went wrong in the exchange? What would
you change to make the exchange satisfying? 5. What suggestions would you offer about form, time,
place, and possession utilities to a museum and a children’s theater company that are each planning
new community outreach programs? 6. When you are considering the purchase of an arts product, how
does the marketing mix alter your thinking? Explain. 7. What are some of the different market segments
you would identify for theater, dance, opera, symphony, and museum organizations? How much
attendance crossover do you think exists among the different segments in your community? For
example, do opera audiences go to the theater? 8. Do demographic and psychographic profiles of
audiences match your perception of arts consumers? How do you think the profile of the audience will
change over the next 20 years? 9. If you were managing a small modern dance company in a community
with a well-established ballet company, what marketing and PR strategies would you adopt to gain a
market share and visibility? How would you use the Web and social media to facilitate your dance
company’s presence?

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