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Question: Discuss about theManaging the Marketing Process Case Study forTorino. Answer: Managing the Marketing Process Case Study Background The role of marketing is to discover an unfulfilled customer need and bring to the market the products that satisfies that need. The Torino Olympics was a highly publicized event that was strategically marketed and broadcasted thus creating a revenue of US$1241 in broadcast (Internation Olympics Committee 2006 p. 11). The success of the event was a result of good marketing strategies that were used to market the games. This report analyses the Torino Olympics event by looking at the features that made the event distinct from others. Key Features of the Market Program The features of a marketing program consist of activities that have to be done in the process. Kotler Keller (2008 p.9) suggests that these features are product, place, price, and promotion.Product entails customer needs that are defined by the kind of people that the event seeks to reach out to. The event was to reach out to 1.5 million spectators and 2 billion television viewers from around the globe. The demographics and psychographics of the audience did not matter since it reached out to all people. Price entails the cost of the program which was achieved through sponsors, tickets and coverage of rights and marketing revenue (Solomon 2014 p. 18). Place entails the convenient environment that is specifically designed to meet the event needs and lastly promotion which is communication of the event activities. Marketing of the event was publicised through television, magazines and newspapers, websites and live events. Further, the event used the brand name to promote the sports si nce it was the first ever winter event to take place. The theme of the event was to increase brand image and connect with communities by allowing reaching out to a large audience. Key Trends and Strategic Areas Addressed In Marketing Programs The popularity of the event was marked by the support of the broadcasters of Olympics and sponsors who played different roles. Since the main aim of the event was to increase profit, maximization of opportunities was the main idea through reaching out to a larger number of people in different ways. This is the reason why the event was regarded as the most successful in the history of Olympics. According to Billings, et al. (2008 p. 219) suggest that the Olympic was marked by three trends; positive brand attributes that combined sports attributes and ideals of the global community. Secondly, highest appeal and awareness to demonstrate the power of Olympics that is associated with the rings brand and lastly connecting with communities and building legacies for brands that participated in the whole activity. Integration of Various Marketing Components The marketing of the Olympics was based on a combination of different brands to create an image for the whole activity that made the game to be defined as a different winter event that had never been hoisted before. Viewers were treated to a new online viewing where they could stream the games live from their mobile phones, watch on television or through the internet (IOC Marketing Report 2009 p. 17). This strategy allowed a larger audience to witch the games since there were many activities. All the activities were integrated in a way that connected communities and builds a legacy for the Turin Olympics through touching the hearts and minds of billions of people (Robinson Bauman 2008 p. 50). The role of sponsors was to get an opportunity to maximize association with the world. Through areas of products, services, expertise, technology, and financial resources, an innovative program was developed to share the spirit of the game with the world. Key strategic aspects of marketing programs and objectives Gordon (2012 p. 139) argues that organizations can use any tool like a symbol as a marketing strategy for reaching out to its intended audience. In marketing, the customer comes as a participant who is interested in participating in the event. Key strategic aspects that differentiated the activity from others was the use of the torch replay as a strategy to increase profits and achieve a larger participation by countries. Further, the event was promoted on most televisions, unlike previous ones which used online media marketing channels. Policy Objectives for Commercial Initiatives and their Relevance to Marketing Programs The policy objective of the winter Olympics was the use of digital media marketing to promote sports through attracting sponsors for assisting in management, high ticketing and licensing increased thus combining the goals of the game with corporate culture (International Management Report 2009 p. 6). Through integrating community needs with corporate needs, a brand can be used to maximize the benefits that are received. Conclusion From the analysis of the Olympics, when marketing strategies are clearly aligned, to the needs of the organization, the intended goals can be easily achieved. The success of the winter Olympics is attributed to proper strategies that reached out to a larger customer base thus increasing profits. Understanding the needs of the customer and reaching out to them by meeting their needs is the key driver of a successful marketing strategy as seen in the winter Olympics. References Billings, A. et al., 2008. The games through the NBC lens: Gender, ethnic, and national equity in the 2006 Torino Winter Olympics. Journal of Broadcasting Electronic Media, 52(2), pp. 215-230. Gordon, R. 2012 Re-thinking and re-tooling the social marketing mix.. .Australasian Marketing Journal, 20(2), pp. 122-126. International Management Report 2009 Torino 2006 Olympic Sponsorship., s.l.: s.n. Internation Olympics Committee 2006 Internation Olympics Committe 2006 Marketing Fact File, s.l.: Internation Olympics Committee. Kotler, P. Keller, K. 2008 Marketing Management. 13th ed. New Jersey: Prentice Hall. Robinson, T. Bauman, L. 2008 2008 Winning the Olympic marketing game: recall of logos on clothing, equipment and venues at the 2006 Winter Olympics. International Journal of Sports Marketing and Sponsorship, 9(4), pp. 48-63. Solomon, M. 2014 Consumer behavior: buying, having, and being. Engelwood Cliffs: Prentice Hall.