CONVENTION AND EVENTS MANAGEMENT

DIPLOMA IN HOTEL MANAGEMENTMC1018 PREPARED BY :

IHM COLLEGE MISS FATIHAH
 CHAPTER 4
MISCELLANEOUS MARKET
LEARNING OUTCOMES
By the end of the topic, you should be able to :
1. Define the sport market
2. Discuss the trade unions market
3. Identify the tour group market
4. Assess the ethnic organization market
MISCELLANEOUS DEFINITION
MISCELLANEOUS
 (of items or people gathered or considered together) of

various types or from different sources.

MISCELLANEOUS MARKET
 The Miscellaneous Market includes products made from a

variety of materials, including gasket, packing, and sealing

device manufacturing; fastener, button, needle, and pin
manufacturing; broom, brush, and mop making. This market
is dominated by small companies that produce simple
products for local markets.
Example of miscellaneous :
THE SPORTS MARKET
DEFINITON OF SPORT MARKET

 Sports Marketing is a subdivision of marketing which focuses both

on the promotion of sports events and teams as well as the
promotion of other products and services through sporting events
and sports teams focussed on customer-fans.

 Sports marketing companies have been around for a long time.

And since their beginning, they’ve focused on helping businesses
and other sports brands find athletes they can sponsor. This helps
expand their target audience and helps increase brand awareness
— the more people who learn about your brand the better.
 Sports marketing is a way to connect with
potential customers through a shared love of
sports. By using sports as a platform, businesses
can reach out to people who might not otherwise
be exposed to their brand. 
 Sports marketing can take many forms, from
sponsoring a team or athlete to advertising at a
sporting event. The key is to align the company’s
values with the values of the sport so that the two
can reinforce each other. Many businesses have
profited through sports marketing.
THE TRADE UNIONS MARKET
  trade union is an organisation made up of
members (a membership-based organisation) and
its membership must be made up mainly of
workers.
 One of a trade union's main aims is to protect and
advance the interests of its members in the
workplace.
 Most trade unions are independent of any
employer.
EXAMPLE OF TRADE
UNION FLOW :
What exactly are group tours?

What is group market?

What is formal and informal event?

 When you have a formal event, it's usually
connected to a ceremony.
 People come dressed in clothing that is

formal with a certain protocol.

 Usually these types of events have a specific

guest list.
 When you have an informal event, usually it

doesn't adhere to event protocols and a

formal dress code.
THE TOUR GROUP MARKET
DEFINITION OF TOUR
 A journey for pleasure in which several different places are

visited.
 A visit to a place or area, esp. one during which you look

around the place or area and learn about it: a walking tour. a
sightseeing tour.

DEFINITION OF GROUP MARKET

 Group marketing is the use of the psychological mechanisms

underlying group influence to guide customer behaviors that

are beneficial to the firm.
 It can be implemented along a continuum in which firms can

become group providers or they can leverage existing

consumer groups or somewhere in between
Study and create sentence based on the picture above that can
relate to TOUR GROUP MARKET.
1.
2.
3.
4.
5.
THE ETHNIC ORGANIZATION MARKET
DEFINITION OF ETHNIC
- Relating to a population subgroup (within a
larger or dominant national or cultural group)
with a common national or cultural tradition.
- relating to or characteristic of a large group of
people who have the same national, racial, or
cultural origins, and who usually speak the
same language: an ethnic neighborhood

DEFINITION ETHNIC MARKET

"Ethnic market" refers to cultures other than the
majority culture in a company's home area.
Multicultural marketing strategies involve
recognising a culture's traditions, beliefs, values,
norms, language, and religion—and applying
those aspects to market to that culture's needs.
ANY QUESTION ?
TUTORIAL CHAPTER 4
1. List two ethnic in Malaysia and give an
example
2. List 2 country that you know their ethnic
and give an example of their culture