Le marketing des arts et de la culture

Transcription

Le marketing des arts et de la culture :
une bibliographie analytique et sélective
Culture and Arts Marketing:
An Annotated and Selected Bibliography
Par
Sophie Morgenstern, M.Sc.
Sous la supervision de François Colbert, M.Sc., MBA
GA97-06
(octobre 1997)
ISSN : 0847-5148
PRÉFACE
Cette bibliographie fait état de plus de 300 documents de langue française et anglaise susceptibles de
contribuer au développement de la recherche en marketing au sein du secteur culturel, y compris les arts
visuels et de la scène, les musées et les autres organisations patrimoniales. Cette bibliographie analytique
et sélective veut aider les prestataires de services – experts-conseils, chercheurs, enseignants, agents de
formation –à trouver des publications qui leur permettront de contribuer à l’essor du marketing dans les
organisations artistiques.
Elle a pour objet de présenter les travaux savants les plus récents (1975 à 1997) dans ce domaine et non
l’ensemble des recherches publiées à ce jour.
Nous avons retenu : les articles de revues savantes à caractère scientifique avec arbitres, les articles de
revues à caractère professionnel et avec arbitres (se référer à l’annexe 1 pour les détails), les
communications publiées dans les actes de colloque à caractère scientifique, les communications publiées
dans les actes de colloque à caractère professionnel (se référer à l’annexe 2), les cahiers de recherche, les
thèses de doctorat.
Plusieurs banques de données ont été interrogées compte tenu de leur pertinence : ABI Inform, Canadian
Business Periodical Index, Dissertation Abstract International, Microlog, Art Index, Art and Humanities
Citation Index, GPO.
Parmi les index sur papier, nous avons utilisé : DOGE et Point de Repère.
Après le dépouillage des publications antérieures de la Chaire de gestion des arts (se référer à l’annexe 5),
nous avons procédé de même pour plusieurs bibliographies (se référer à l’annexe 3).
Chaque document est identifié à l’aide d’une notice comportant le nom du ou des auteurs, le titre ainsi
que les éléments référentiels permettant de le localiser. Un bref résumé en décrit le contenu tandis que les
descripteurs (voir l’index 1 pour les mots-clés français, l’index 2 pour les mots-clés anglais et l’annexe 4
pour la liste des niveaux de mots-clés utilisés) permettent de sélectionner rapidement les documents
désirés en fonction d’intérêts particuliers. Chaque document porte également un numéro servant à le
situer à l’intérieur de l’index qui classe l’ensemble des notices par descripteur. Les notices ont été
classées par ordre alphabétique d’auteurs. La deuxième partie contient les notices non examinées
susceptibles d’intéresser le lecteur.
Nous avons restreints nos résultats aux sources disponibles à Montréal.
Avertissement : La Chaire de gestion des arts a obtenu des droits de reproduction exclusifs pour les
résumés tirés des bases de données ainsi que pour ceux de certaines revues non indexées dans ces bases.
Pour toute reproduction, le lecteur devra s’adresser directement auprès des administrateurs de UMI ou
bien auprès des éditeurs desdites revues.
La Chaire de gestion des arts tient à souligner le soutien dont elle a bénéficié de la part du gouvernement
du Québec par l’entremise du Conseil des Arts et des Lettres, ainsi que de la part du gouvernement du
Canada par le biais du Ministère du Patrimoine Canadien.
Preface
This bibliography presents over 300 documents in French and English that are likely to contribute to the
advancement of marketing research in the cultural sector, including the visual and performing arts,
museums and other heritage organizations. This annotated and selected bibliography is designed to help
service providers – consultants, researchers, teachers, training officers – locate publications that will
allow them to contribute to the development of marketing within arts organizations.
The aim of this bibliography is to present the most recent (1975-1997) scholarly writings pertinent to this
field; it does not purport to cover all of the research published to date.
The documents retained include articles drawn from refereed scholarly journals, articles published in
refereed professional journals (see appendix 1 for details), papers published in scholarly conference
proceedings, papers published in professional conference proceedings (see appendix 2), working papers,
and doctorante dissertations.
Several relevant databases ere consulted: ABI Inform, Canadian Business Periodical Index, Dissertation
Abstract International, Microlog, Art Index, Art and Humanities Citation Index, GPO.
We also consulted the print indices DOGES and Point de Repère.
After perusing prior writings published by the Chair in Arts Management (see appendix 5), we did the
same for several bibliographies (see appendix 3).
Each document in the bibliography is identified by means of an entry that includes the name of the
author(s), the title of the work as well as any referential elements that may help the reader to locate it. A
brief abstract describes the content of the document, while descriptors (see index 1 for key words in
French, index 2 for key words in English and appendix 4 for the list of the different levels of key words
used) allow the reader to rapidly select the documents corresponding to his particular needs. Each
document also bears a number situating it within the index, which classifies all entries by descriptor. The
entries have been sorted in alphabetical order by the author’s name. The second section contains entries
that were not examined but that may be of interest to the reader.
We have limited our results to sources available in Montreal.
Warning: The Chair in Arts Management has obtained exclusive reproduction rights for the abstracts
drawn from the databases as well as for those of certain journals not indexed in these databases. For all
reproductions, the reader must contact directly the administrators of UMI or the editors of the said
journal.
The Chair in Arts Management would like to acknowledge the support received from the government of
Quebec through the Conseil des arts et des letters as well as that received the government of Canada
through the Department of Canadian Heritage.
1.
ABBÉ-DECARROUX, François. "L’influence de la pratique d’une forme d’art et le rôle de
l’expérience artistique sur la consommation culturelle". Deuxième conférence internationale sur la
gestion des arts. Groupe HEC Jouy-en Josas 23-25 juin 1993. Copyright © (1993, AbbéDécarroux, François) Reprinted by permission of AIMAC. All Rights Reserved.
L'objectif de ce papier est de souligner empiriquement le rôle du processus de formation des goûts
sur la demande d'art du spectacle (opéra, concert symphonique, théâtre, ballet, danse). Dans un
premier temps, l'article dresse un bref survol de la littérature dans ce domaine. A partir des données
d'une enquête effectuée à Genève sur les publics d'art vivant, nous estimons ensuite plusieurs
modèles de choix qualitatifs dans lesquels plusieurs variables socio-économiques influencent la
probabilité de se rendre à différentes formes de spectacle. Le papier montre que la pratique ou
l'étude d'une forme d'art, ainsi que l'expérience artistique acquise étant enfant avec les parents ou
l'école, sont des déterminants essentiels de la consommation future d'art du spectacle.
COMPORTEMENT DU CONSOMMATEUR, PRATIQUES DE CONSOMMATION, FORMATION DES GOÛTS,
ARTS DE LA SCÈNE, RECHERCHE-EMPIRIQUE, SUISSE.
CONSUMER BEHAVIOR, CONSUMPTION PRACTICES, TASTE EDUCATION, PERFORMING ARTS,
EMPIRICAL-RESEARCH, SWITZERLAND.
2.
ABBÉ-DECARROUX, François. "Le concept de la qualité et la demande d’art du spectacle".
Première conférence internationale sur le management des arts et de la culture. École des HEC
Montréal, 22 au 24 août 1991, pp. 67-78. Copyright © (1992, École des Hautes Études
Commerciales (HEC) Montréal).
L'objectif de ce papier est de traiter des questions qui sont posées par l'identification de la qualité
d'un spectacle et de sa prise en compte dans l'analyse économétrique de la demande d'art vivant. À
l'aide de données récoltées dans deux compagnies de théâtre à Genève (théâtre et opéra), nous
avons esimé plusieurs demandes qui permettent de discuter du rôle joué par la perception de la
qualité d'une production sur la fréquentation. Ces estimations tiennent compte également de la
discrimination de prix qui est pratiquée par l'institution culturelle.
MARCHÉ, DEMANDE, QUALITÉ, MODÈLE, THÉÂTRE, OPÉRA, RECHERCHE-EMPIRIQUE, SUISSE.
MARKET, DEMAND, QUALITY, MODEL, THEATRE, OPERA, EMPIRICAL-RESEARCH, SWITZERLAND.
3.
ADIZES, Ichak. "The Cost of Being an Artist". California Management Review. Vol. 17, no 2,
summer 1975, pp. 80-84.
Différences entre la gestion d'une entreprise artistique et d'une entreprise commerciale.
UTILISATION DE PRATIQUES MARKETING, ARTS.
USE OF MARKETING PRACTICES, ARTS.
4.
ALLAIRE, André. "Pratique de l’évaluation au Musée de la Civilisation". Première conférence
internationale sur la gestion des arts. École des HEC Montréal, 22 au 24 août 1991 , pp. 127-135.
Copyright © (1992, École des Hautes Études Commerciales (HEC) Montréal)
De par sa mission, le Musée de la Civilisation de Québec tend à entretenir une relation étroite avec
ses publics et il a ainsi développé ce que l'on pourrait nommer une «approche-client». Cette
préoccupation envers la clientèle a également amené le Musée à se doter, à ses tout débuts, d'un
Service de la recherche et de l'évaluation, unité responsable de développer et de gérer un
programme d'évaluation des activités muséologiques principalement centré sur la réaction des
visiteurs. Cette communication présente les différents mécanismes d'évaluation qui ont été élaborés
au Musée ainsi que quelques résultats de recherches menées à ce jour: études suivies de la
fréquentation, études de marché, enquêtes de public, évaluations d'expositions et de services, etc.
MARCHÉ, DEMANDE, ÉVALUATION DE LA DEMANDE, MUSÉE, ÉTUDE DE CAS, CANADA.
MARKET, DEMAND, DEMAND ASSESSMENT, MUSEUM, CASE STUDIES, CANADA.
5.
ANDREASEN, Alan R. "Marketing or Selling the Arts: An Orientational Dilemma". Journal of
Arts Management. Vol. 15, no 1, spring 1985, pp. 9-19. Copyright © (1985, Heldref Publications)
Reprinted by permission of The Helen Dwight Reid Educational Foundation, published by Heldref
Publications. All Rights Reserved1.
In 1982, Andreasen published an influential article in the Harvard Business Review that drew the
attention of not-for-profit organizations to the important differences between marketing and selling.
Here he enumerates the symptoms of a selling orientation that characterize the research,
promotions, and communications of many arts organizations, and he focuses upon the benefits of
truly customer-oriented marketing approaches.
6.
ANDREASEN, Alan R. ; BELK, Russell W. "Predictors of Attendance at the Performing Arts".
Journal of Consumer Research. Vol. 7, no 2, sept. 80, pp. 112-120. Copyright 1997 by UMI
Company. All Rights Reserved2.
1
Les copyrights liés à l’utilisation des articles publiés par Heldref Publications doivent se lire :
« Reprinted by permission of the Helen Dwight Reid Educational Foundation. Published by
Heldref Publications, 1319 18th St. N.W. Washington, D.C. 20036-1802. Copyright 19-. »
2
Les copyrights liés à l’utilisation de données administrées par UMI doivent se lire :
A recent study has attempted to introduce more advanced analytic techniques and new audience
measures in order to learn whether such innovations could yield better predictions of future
attendance at theater and symphony performances. Specifically, the study took into consideration:
1. Future attendance intentions of potential arts-goers, 2. life-style, attitudinal, and experiential
predictor variables, and 3. multiple market segments gains via multivariate methods. The study was
carried out in 4 southern cities having both a symphony and regular theater presentations. The final
sample of respondents totaled 1,491. The study's data indicated that life-styles, attitudes, and
developmental experiences were more conceptually useful variables with which to understand
consumer behavior regarding the performing arts. These variables proved more empirically
predictive than socioeconomic variables, which suggests that prior studies and conclusions may be
shortsighted. Thus, to increase attendance for theater and symphony in the South, concentration on
children and limited life-style segments of the adult population may prove most beneficial.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ATTITUDES ET MESURE DE
LA PRÉDICTION DU COMPORTEMENT, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOUR, BEHAVIOUR VARIABLES, ATTITUDE, PREDICTORS OF BEHAVIOUR, ARTS,
EMPIRICAL-RESEARCH, US.
7.
BAMOSSY, Gary Joseph. "An Investigation of Aesthetic Judgement Ability and Art Patronage
Behaviour by Adolescents". PhD. 1983, The University of Utah; DAI-A 44/04, oct 1983. Copyright
© (1983, Bamossy, Gary Joseph). All Rights Reserved.
This research examines in detail sociological and psychological factors that influence the
development of aesthetic judgment ability, attitudes towards the arts, patronage intentions and
actual patronage behavior of adolescents. Based on the theoretical perspectives of social learning
theory and cognitive development theory, a model to study the acquisition of aesthetic judgment
and patronage behavior is proposed and tested. Empirical evidence regarding the reliability and
validity of a new instrument which purports to measure aesthetic judgment ability is presented.
This research also includes an experiment designed to improve our understanding of the relative
influences of cognitive intergration ability, aesthetic judgment ability, and arts-related experiences
regarding an adolescent's responses to actual works of art which vary in style and merit. While the
test of the model uses as dependent measures the adolescent's self-reported measures of patronage
intentions and patronage behavior, the experiment allows for an examination of behavioral
responses to visual art (poster replications of paintings), and performing art (videotapes of modern
dance performances). Results of testing the model suggest that social class and gender are the key
determinants of arts related experiences, and that experience strongly influences aesthetic judgment
ability, patronage intentions, and patronage behavior. Age and cognitive integration ability also
combine with experience level to influence aesthetic judgment ability. Results of testing the
hypotheses relating to behavioral responses to the art stimuli clearly suggest that adolescents
respond more favorably and give higher ratings of merit to conventional art as opposed to
unconventional art, regardless of the artistic merit of the art as judged by art experts. Subjects
scoring high on the measure of aesthetic judgment ability respond more favorably to the
unconventional art, while the construct of arts related experience best accounts for differences in
« Copyright 1997 by UMI Company. All Rights Reserved. No further reproduction or redistribution
without prior permission from UMI. Copies of the articles cited may be ordered from UMI’s Infostore by
calling (800) 248-0350. »
responses to the conventional art. Contributions of the findings to the literature and their
implications regarding marketing strategies for arts organizations are discussed. Implications for
future research are identified.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ATTITUDE, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, ATTITUDE, EMPIRICAL-RESEARCH, US.
8.
BARWISE, T.P.; EHRENBERG, A.S.C. "The Reach of TV Channels". International Journal of
Research in Marketing. Vol. 1, 1984, pp. 37-49. Copyright © (1984, Elsevier Science Publishers.)
Reprinted by permission of Elsevier Science. All Rights Reserved3.
The number of television channels available to viewers is increasing in many countries. Results for
large US cities wich already have numerous over-air TV channels show a Double Jeopardy pattern
whereby a channel with small market share not only reaches fewer viewers, but is also watched less
by those viewers it does reach. Whatever the size of channel, those watching it in a given week
typically devote less of their viewing time to it rather than to the other competitive channels. The
implications for television are discussed.
MARCHÉ, DEMANDE, DIFFUSION, TV, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, DEMAND, DIFFUSION, TV, EMPIRICAL-RESEARCH, US.
9.
BATES, Constance S. "An Unexplored International Market: The Art Market". Journal of the
Academy of Marketing Science Vol. 11, no 3, summer 1983, pp. 240-244. Copyright 1997 by UMI
Company. All Rights Reserved.
The international art market, virtually ignored by scholars, is defined and described in economic
terms. The literature on the subject is briefly reviewed and the economic structure of this market is
discussed. The market structure has been categorized as oligopolistic competition; market
performance is found to be fairly efficient and generally equitable. Research in this area has been
hindered by the guarding of price information and the inability to monitor price fluctuations over
time. Several attempts have thus been made to create art price indexes; these are reviewed and the
reasons that they are inoperative are discussed. In addition, directions for present and future
research attempts are proposed.
MARCHÉ, ANALYSE ÉCONOMIQUE DU MARCHÉ, RECHERCHE DE DÉFINITION, OBJETS D’ART,
RECHERCHE-THÉORIQUE.
3
Les copyrights liés à l’utilisation des articles publiés par Elsevier Science doivent se lire : « With
kind permission from Elsevier Science-NL, Sara Burgerhartstraat 25, 1055 KV
Amsterdam, The Netherlands. »
MARKET, ECONOMIC MARKET ANALYSIS, SEARCH OF DEFINITION, ARTS OBJECTS, THEORETICALRESEARCH
10.
BAYON-EDER, Tomas; HERRMAN, Andreas. "On the Necessity of Anchoring Marketing in
the Management of German Government-Supported Theatres". Journal of International Marketing
and Marketing Research. Vol. 20, no 1, feb 1995, pp. 15-30. Copyright 1997 by UMI Company.
All Rights Reserved.
Government-supported theaters in Germany are struggling with a variety of problems, including
declining attendance, increasing average age of theater goers, and a constantly growing difference
in income and expenses. Under present theater management, little of importance is likely to change.
A new style of management needs to take decided steps to recognize the primacy of the market, all
the while paying attention to both the socio-political mission of the theater and the ideal goals of
the theater producer. An examination is made of the need to implement marketing thinking which
exists in German government-supported theaters, and a concept of how a marketing-oriented style
of management could be brought into practice is offered.
UTILISATION DE PRATIQUES MARKETING, THÉÂTRE, RECHERCHE-EMPIRIQUE, EUROPE.
USE OF MARKETING PRACTICES, THEATRE, EMPIRICAL-RESEARCH, EUROPE.
11.
BEAUREGARD, C. "La tarification des billets de théâtre". Cahier de recherche HEC, GA 95-02.
Chaire de Gestion des Arts. École des Hautes Études Commerciales de Montréal, 102 p. Copyright
© (1995, École des Hautes Études Commerciales de Montréal). Tous droits réservés.
Serait-il possible d'augmenter les revenus des théâtres institutionnels grâce à une meilleure
tarification des billets ? Dans un contexte de restriction budgétaire des gouvernements, il devient
intéressant d'étudier les sources alternatives de financement qui se présentent à des organismes dont
la survie dépend largement des subventions publiques. C'est ainsi qu'en appliquant les concepts
économiques de discrimination par les prix et d'utilité marginale que cette étude propose des
modifications à la tarifications des billets de théâtre, en vigueur lors de la saison 1993-94, afin d'en
améliorer l'efficacité au niveau des compagnies théâtrales.
PRIX, POLITIQUES DE PRIX ET FIXATION DE PRIX, IMPACT SUR LES REVENUS, THÉÂTRE, RECHERCHEEMPIRIQUE, CANADA.
PRICE, PRICE SETTING AND POLICIES, IMPACT ON THE INCOME, THEATRE, EMPIRICAL-RESEARCH,
CANADA.
12.
BELCK, Russell W.; ANDREASEN, Alan R. "De Gustibus non est diputandum: A Study of the
Potential for Broadening the Appeal of Performing Arts". Advances in Consumer Research. Vol. 7 ,
1980, pp. 109-113. Copyright © (1980, The Association for Consumer Research). All Rights
Reserved.
In view of the small proportion of the population represented in audiences attracted to the
performing arts, this study examines whether a number of variations in theatre and symphony
offerings might attract prospects who are currently not patrons without alienating those who are.
While several limited opportunities for broadening performing arts audiences are found in the four
cities sampled, a long term strategy of broadening consumer tasks beginning in childhood is
suggested as a prerequisite for any substantial changes in the character of performing arts
audiences.
MARCHÉ, SEGMENTATION, STRATÉGIE POUR ÉLARGIR LES AUDITOIRES POTENTIELS DES ARTS DE LA
SCÈNE, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, STRATEGY TO INCREASE POTENTIAL AUDIENCES FOR THE PERFORMING
ARTS, ARTS, EMPIRICAL-RESEARCH, US.
13.
BENGHOZI, Pierre-Jean; NÉNERT, Claire. "Création de valeur artistique ou économique: du
Festival International du Film de Cannes au marché du film". Recherches et applications en
marketing. Vol. X, no 4, 1995, pp. 65-76. Reproduit avec la permission des Presses Universitaires
de Grenoble. Tous droit réservés.
Cet article montre comment le festival de Cannes a évolué, dans son organisation et sa stratégie,
pour répondre à la multiplicité des acteurs impliqués dans le cinéma, l'ampleur des enjeux
économiques, la diversité des marchés et des publics. En multipliant les sections et les activités, en
organisant un véritable «marché du film», le festival a opéré une différenciation de l'offre et une
segmentation de la demande.
MARCHÉ, DEMANDE, CONCURRENCE, ANALYSE DU RAPPORT ENTRE LOGIQUES ÉCONOMIQUE ET
SYMBOLIQUE, FILM, ÉTUDE DE CAS, FRANCE.
MARKET, DEMAND, COMPETITION, COMPARISON OF ECONOMIC AND SYMBOLIC LOGICS, MOVIES,
CASE STUDIES, FRANCE.
14.
BENJAMIN, Patricia Jean. "Historic American Theatres: An Analysis of the Operation and
Management of Restored Theatres". PhD. 1981, Purdue University; DAI-A 42/08, feb. 1982.
Copyright © (1981, Benjamin, Patricia Jean). All Rights Reserved.
Growing efforts to restore and reuse historic American theatres as performing arts facilities stem
largely from interest in historic preservation, increased participation in the performing arts and
attendance growth at cultural events. Restored theatres are unique facilities, and their continued
operation depends on effective management. There is little information available concerning the
management and operation of restored theatres. The purposes of this study were to collect and
analyze information regarding restored theatre operation, to identify major management problems,
to gather advice from managers for persons in similar projects, and to develop guidelines for
restored theatre operation. A mail questionnaire and structured telephone interview were used to
collect data from fifty-five restored theatres throughout the United States. Criteria for theatres to be
eligible for inclusion in this study were: (1) built prior to 1935, (2) location in a United States city
or town of 500,000 population or less, (3) currently used for performing arts, and (4) completed one
year of operation. For purposes of analysis, theatres were distinguished by size, ownership and
general use. Size refers to seating capacity with theatres categorized as small, medium, large and
very large. Owners included nonprofit corporations, city governments and others. General use
included both multipurpose and single-use facilities, with multi-purpose divided into three
subcategories: primarily community activities, both professional and community activities, and
primarily professional events. Data analysis using crosstabulation revealed an association between
general use and theatre size. Correlation analysis showed that amount of use as a spectator facility
is related to the number of different types of activities presented. A general description of theatre
operation was developed using frequencies, percents and measures of central tendency. The most
extensive users of restored theatres were identified as professional and community theatre, and
professional music groups. Theatre use varied by house size. Program activities in most theatres
included professional theatre, music concerts, civic meetings, and community theatre and orchestra.
Uses by resident and other groups were also identified. Amount of theatre use was measured by the
number of days used for spectator events and rehearsals, and an index was constructed which
expressed the degree to which theatres were filled on spectator days only, and also on a daily basis.
Number of spectator days varied by general theatre use. Theatre personnel generally hired on a fulltime basis included a manager, assistant manager, box office manager, secretary and custodian.
Positions filled mainly by part - time personnel included stagehands, projectionists, security guards
and electricians. Ushers and ticket-takers were either part-time or volunteers. Average salaries were
reported, as well as types of union employees. Analysis of budget items was prevented by the
limited number and poor quality of responses. However, additional sources of income and expenses
were identified. Rental rates were reported for various size theatres. Operational success factors
were identified and ranked. Community support and historical significance of the theatre were top
ranked factors. Major problem areas included finance, programming, building structure, personnel
and others. Advice from managers to persons involved in other theatre restoration projects included
suggestions on planning, hiring consultants, community support, practical facilities, financial
operation, programming and marketing. Guidelines were developed from information gathered in
the study and contained suggestions for both pre-restoration planning and normal theatre operation.
MANAGEMENT, UTILISATION DE PRATIQUES MARKETING, HISTOIRE DE CAS, THÉÂTRE, ÉTATS-UNIS.
MANAGEMENT, USE OF MARKETING PRACTICES, CASE STUDIES, THEATRE, US.
15.
BERGADAÀ, Michelle; NYECK, Simon. "Quel marketing pour quelles activités artistiques: une
analyse qualitative comparée des motivations des consommateurs et producteurs de théâtre". Papier
de recherche 94/53. Université Laval. Faculté des Sciences de l’administration".
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, MOTIVATION DES PRODUCTEURS
ET DES CONSOMMATEURS DE THÉÂTRE, THÉÂTRE, RECHERCHE THÉORIQUE.
CONSUMER BEHAVIOUR, DECISION-MAKING PROCESSES, THEATRE CONSUMERS AND ARTISTS
MOTIVATIONS, THEORETICAL-RESEARCH.
16.
BERGADAÀ, Michelle; STELLA-BOURDILLON, Bénédicte; NYECK, Simon. "Le théâtre de
la création à la culture: quelle place pour le marketing ?" Deuxième conférence internationale sur
le management des arts et de la culture. 23-25 juin 1993. Groupe HEC. Jouy-en-Josas. Copyright
© (1993, Bergadaà, Michelle; Stella-Bourdillon, Bénédicte; Nyeck, Simon) Reprinted by
permission of AIMAC. All Rights Reserved.
Le théâtre est une activité culturelles et un loisir. Quelques études descriptives ont analysé le
comportement des consommateurs à l'égard du théâtre , mais très peu, si ce n'est aucune, n'a étudié
les raisons profondes qui caractérisent les producteurs de théâtre (écrivains, metteurs en scène,
acteurs). Cette étude exploratoire, réalisée avec une approche d'inspiration phénoménologique,
s'attache à comprendre le réseau de siginification spatio-temporel, les motivations à l'égard de la
culture, et du théâtre. L'analyse inductive est réalisée à partir d'entretiens ouverts semi-dirigés
réalisés auprès de producteurs connus de théâtre à Paris. L'analyse de leurs motivations et attitudes
à l'égard de leur métier leur permet d'identifier trois catégories de producteurs selon que la mission
qu'ils se reconnaissent est : «l'empreinte», «la transmission» et le «jaillissement». Parce que le
marketing est une relation d'échange entre producteurs et consommateurs, ces résultats sont
comparés, en conclusion aux catégories de spectateurs de théâtre identifiées dans une étude
antérieure.
COMPORTEMENT DES PRODUCTEURS DE THÉÂTRE, MOTIVATIONS ET ATTITUDES, COMPARAISON
AVEC LES CATÉGORIES DE SPECTATEURS, THÉÂTRE, RECHERCHE-EMPIRIQUE, FRANCE.
PRODUCERS BEHAVIOR, MOTIVATION AND ATTITUDE, RELATIONS BETWEEN PRODUCERS AND
CONSUMERS TYPES, EMPIRICAL-RESEARCH, FRANCE.
17.
BHATTACHARYA; C B ; RAO, Hayagreeva; GLYNN, Mary Ann. "Understanding the bond
identification: An Investigation of Its Correlates Among Art Museum Members". Journal of
Marketing. Vol. 59, no 4, oct 1995, pp. 46-57. Copyright 1997 by UMI Company. All Rights
Reserved.
It is proposed that customers identify with organizations. A social identity theory is used to propose
and test a model that relates members' (customers) identification with the focal organization to : 1.
organizational and product characteristics, 2. members' affiliation characteristics, and 3. members'
activity characteristics. The empirical setting consists of the members of an art museum. The
survey findings show the members' identification is positively related to perceived organizational
prestige, donating activity, tenure of membership, visiting frequency, and confirmation of member
expectations with the organization's services. However, members' participation in similar
organizations is negatively related to identification with the focal organization. It is discussed how
this study can be extended to other marketing contexts and how managers can use the notion of
identification in implementing marketing strategies.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, IDENTITÉ SOCIALE,
MUSÉES, RECHERCHE-THÉORIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOUR, BEHAVIOUR VARIABLES, SOCIAL IDENTITY, MUSEUMS, THEORETICALRESEARCH, US.
18.
BLAMIRES, Chris. "What Price Entertainment ?" Journal of the Market Research Society Vol.
34, no 4, oct 1992, pp. 375-388. Copyright 1997 by UMI Company. All Rights Reserved.
The role of price in marketing the arts is examined. Contrary to some studies, it is suggested that
price is important, but in a particular and special way within the market for the arts. It is concluded
that price is only one element in the marketing mix for the arts. Price, in isolation, for a specific
event is unimportant. It is unimportant only because it has no meaning without a specific context.
Only when the 'promise' of a specific event can be weighed against its price is there any likelihood
that answers to price-based questions will have their roots in the real world and can the value of a
given event be assessed. To assess their likelihood of attendance in research - to reduce the risk
involved - individuals must have all the necessary information that they will have in reality, in
order to judge the value of the promise. The dissemination of all relevant information is crucial to
project a favorable assessment of the 'promise' and thus maximize the chances of leaping the price
screening hurdle - both in research and in real life.
PRIX, FIXATION DE PRIX, IMPORTANCE DU PRIX DANS LE MARKETING MIX, ARTS, RECHERCHETHÉORIQUE.
PRICE, PRICE SETTING, PRICE VARIABLE IN THE MARKETING MIX., ARTS, THEORETICAL-RESEARCH.
19.
BLAUG, Mark. "Why are Covent Garden Seat Prices So High ?" Journal of Cultural Economics.
Vol. 2, no 1, june 1978, pp. 1-20.
L'auteur analyse l'ensemble des prix des tickets pour un événement à Covent Garden, son impact
sur la demande actuelle et la demande potentielle, ainsi que les répercussions d'un changement de
prix dans la programmation sur les coûts et la demande.
PRIX, FIXATION DE PRIX, ANALYSE DU PRIX ET INFLUENCE SUR LA CONSOMMATION, ARTS DE LA
SCÈNE, RECHERCHE-EMPIRIQUE, ROYAUME-UNI.
PRICE, PRICE-SETTING, PRICE ANALYSIS AND INFLUENCE ON CONSUMPTION, PERFORMING ARTS,
EMPIRICAL-RESEARCH, UK.
20.
BONE, Vanessa. "Ahead of the Game". Troisième Conférence Internationale sur la gestion des
arts. London, July, 1995. Proceedings, pp. 93-108. Copyright © (1995, Bone, Vanessa) Reprinted
by permission of AIMAC. All Rights Reserved.
This paper will examine the perceived threats to cultural specialisms posed by the growing trend
towards creating leisure strategies and the implications for: the leisure provider, wether in the
public, voluntary or private sectors; the leisure consumer, wether at home or in purpose-built
facilities. Altough there is an apparent challenge to professional expertise and discrete spheres of
influence throughout the Arts and Media, Ahead of the Game will argue that closer collaboration
between leisure sectors can be a productive and enriching experience. Some examples of good
practice from the public and voluntary sectors in the UK will be cited to demonstrate the benefits of
joint working. The paper will conclude with proposals for approaches to leisure anning and
delivery, wich protect specialist knowledge and skills and turn restrictive practices into stimulating
cross-fertilisation. If Arts Managers look upon culture as part of a continuum of activities wich
contribute to the quality of life of both individuals and society; they might recognize that the
position of the arts in the UK could be strenghened and valued more highly as a result of a
collaboration across the sectors.
UTILISATION DE PRATIQUES MARKETING ET DE PRATIQUES MANAGÉRIALES, ARTS, RECHERCHETHÉORIQUE, ROYAUME-UNI.
MARKETING AND MANAGEMENT PRACTICES APPLICATION, ARTS, THEORETICAL-RESEARCH, UK.
21.
BOOK, S.H.; GLOBERMAN, S. "An Economic Analysis of Museum Attendance". Performing
arts review , Vol. 4, no 1-2, 1973, pp. 60-67. Copyright © (1973, Heldref Publications) Reprinted
by permission of The Helen Dwight Reid Educational Foundation, published by Heldref
Publications. All Rights Reserved.
This study presents an empirical research conducted in 50 museums of Ontario to discover factors
related to the variation of consumers demand. The author identifies 5 main criterias that affect the
quantity of demand: the quality of the collection (an increase of 10% in the budget is related to a
visitor increase of 7%), the environnement of the museum (the more substitutes around the
museums, the less visitors), the accessibility to large sections of population, the schedule (the more
hours open, the more visitors), the price of the ticket (the demand is not elastic to the price). He
therefore suggests some major changes to increase the potential income of the museums.
MARCHÉ, DEMANDE, RÔLE DE LA QUALITÉ, MUSÉES, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, DEMAND, QUALITY, MUSEUMS, EMPIRICAL-RESEARCH, US.
22.
BOUCHER, Mylène; LABRECQUE, Joanne; COLBERT, François. "Étude exploratoire de
l’organisation des activités culturelles de loisir des ménages montréalais". Quatrième Conférence
Internationale sur la gestion des arts et de la culture. June 29-July 2, 1997. Golden Gate
University, San-Francisco, pp. 79-90.
Après avoir présenté une revue de littérature, les auteurs mettent en lumière à travers une étude
empirique l'influence sociale et familiale dans la prise de décision pour l'achat de billets de
différents types de spectacles
COMPORTEMENT DU CONSOMMATEUR, PRISE DE DÉCISION, INFLUENCE FAMILIALE, ARTS,
RECHERCHE-EMPIRIQUE, CANADA.
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, FAMILY INFLUENCE, ARTS, EMPIRICALRESEARCH, CANADA.
23.
BOURGEON, Dominique. ; FILSER, Marc. "Les apports du modèle de recherche d’expériences
à l’analyse du comportement dans le domaine culturel". Recherches et applications en marketing.
Vol. X, no 4, 1995, p 5-25. Reproduit avec la permission des Presses Universitaires de Grenoble.
Tous droits réservés.
Le modèle de recherche d'expériences de Holbrook et Hirschman a été présenté par ses auteurs
comme un cadre conceptuel bien adapté à l'analyse des comportements dans le domaine culturel.
Cette recherche analyse a la capacité de variables explicatives des différences interindividuelles
retenues par ce modèle à expliquer des différences dans les évocations affectives du théâtre par le
public. La méthodologie mise en œuvre s'appuie sur l'analyse statistique de données textuelles
recueillies auprès des différents segments de spectateurs.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, MODÈLE DE RECHERCHE
D’EXPÉRIENCES, ARTS, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOUR, DECISION-MAKING PROCESS, EXPERIENTIAL MODEL, ARTS, THEORETICALRESEARCH.
24.
BOURGEON, D; FILSER, M. "Essai de modélisation du comportement dans le domaine culturel.
Une application au spectacle théâtral". Thèse de doctorat: Sciences de la gestion. Université de
Dijon. Institut d'administration des entreprises. 1994.
Le secteur des activités culturelles est traditionnellement caractérisé par la primauté de la création
(offre) sur la demande. Pourtant ce secteur n'échappe pas aux contraintes économiques. Le secteur
théâtral reste relativement traditionnel, alors qu'il est confronté à un besoin d'extension de sa base
de public. La recherche étudie la problématique du comportement de fréquentation des institutions
culturelles. Le champ d'investigation en est le théâtre. La recherche propose de développer un cadre
conceptuel pluridisciplinaire inspiré du modèle de recherche d'expériences de Morris B. Holbrook
et Elisabeth Hirschman.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, MODÈLE D'EXPÉRIENCE DE
HOLBROOK ET HIRSCHMAN, THÉÂTRE, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, HOLBROOK AND HIRSCHMAN EXPERIENCE MODEL,
THEATRE, THEORETICAL RESEARCH.
25.
BROWNING, Edward L. A "Personality Museum as a Tourist Attraction". Economic
Development Review. Vol. 11, no 4, fall 1993, p 78-80. Copyright 1997 by UMI Company. All
Rights Reserved.
By offering the opportunity to bring in new money, a tourist attraction can be an economic
development tool. It also may complement other existing businesses such as hotel and lodging
places, various retail trades, certain transportation sectors, and even automobile repair businesses.
A museum, especially one dedicated to a locally known personality, is one type of tourist attraction
that a community can create. The Rex Allen Arizona Cowboy Museum in Willcox, Arizona, is an
example of a personality museum. Information about the Rex Allen museum project and about the
concept of personality museums in general is presented.
PROMOTION, PUBLICITÉ, COMBINAISON TOURISME-ARTS, ARTS, RECHERCHE-EMPIRIQUE, ÉTATSUNIS.
PROMOTION, ADVERTISING, TOURISM-ARTS COMBINATION, ARTS, EMPIRICAL-RESEARCH, US.
26.
BUELENS, Nathalie; GINSBURG, Victor. "Revisiting Baumol’s `Art as Floating Crap Game´ ".
European Economic Review. Vol. 37, no 7, oct 1993, pp. 1351-1371. Copyright 1997 by UMI
Baumol's (1986) conclusion that returns on bonds are higher than returns on paintings is shown to
be too pessimistic. There are segments in the market for which returns are significantly higher than
returns on bonds and stocks, during long periods of time. Since tastes do change slowly, this may
imply that beating the market is not impossible. Price indexes for English paintings over the last
200 years are constructed. It is often suggested that paintings may well have lower monetary
returns than bonds and stocks, since they provide non-monetary returns. By considering subperiods
and schools, a less clear-cut conclusion is considered. Paintings may offer large returns during long
time intervals because paintings are much less liquid than paper assets, require special storing and
transportation conditions, and require large insurance costs. If markets were perfect, these
additional costs should indeed be reflected by larger returns, if only for the aforementioned reasons.
PRIX, LOI DE BAUMOL, INDEXATION DES PRIX POUR LA PEINTURE, OBJETS D’ART, RECHERCHETHÉORIQUE.
PRICE, BAUMOL LAW, PRICE SETTING FOR PAINTINGS, ARTS OBJECTS, THEORETICAL-RESEARCH.
27.
BURKE, Andrew E. "The Dynamics of Product Differenciation in the British Record Industry".
Journal of Cultural Economics. Vol. 20, 1996, pp. 145-164. Reprinted by permission of Kluwer
Academic Publishers. All Rights Reserved.
The paper conducts a statistical analysis of the dynamics of the sale of new music (product
differenciation innovation) in the record industry. In pursuing this goal the paper generates new
data and analyses a previously unutilized data set. The paper find that there is a strong correlation
between new music innovation in the audio singles and albums market. This is found to be mainly
concurrent in the same quarter and to have a reasonably short product life. The paper discovers that
these features also characterise the dynamics of record company performance. The research
indicates that record companies are willing to sell singles at a loss due to advertising rather than
learning externalities. At the industry level, the paper find that new music innovation does not
affect market size significantly and mainly causes "business stealing" effects between record
companies, with exceptional cases of multilplier effects.
PRODUIT, NOUVEAUX PRODUITS, STRATÉGIE DE DIFFÉRENCIATION/MARCHÉ, INDUSTRIE DU DISQUE,
RECHERCHE-EMPIRIQUE, ROYAUME-UNI.
PRODUCT, NEW PRODUCTS, DIFFERENCIATION STRATEGY, RECORD INDUSTRY, EMPIRICALRESEARCH, UK.
28.
BUSSON, Alain; ARNAL, Nicole. "De la télévision au magnétoscope: la télévision devient
autonome". Deuxième Conférence Internationale sur la gestion des arts et de la culture. Groupe
HEC, Jouy-en-Josas, 23 au 25 Juin 1993. Copyright © (1993, Busson, Alain; Arnal, Nicole)
Reprinted by permission of AIMAC. All Rights Reserved.
La diffusion du magnétoscope dans tous les pays développés est de nature à transformer de manière
importante les pratiques et consommations audiovisuelles (complémentarité ou substitution avec
les autres sources d'accès à l'image-implication dans le processus de consommation). L'objet de la
communication est d'analyser les transformations en cours dans le cas français. Les résultats
présentés sont issus d'une enquête réalisée en janvier 1992 sur 600 foyers équipés de
magnétoscope. Un tiers étaient abonnés à Canal Plus et un tiers au câble. Les enquêtes ont été
effectuées en milieu urbain, dans plusieurs sites câblés.
Les principaux résultats présentés ici portent sur l'utilisation du magnétoscope. Le magnétoscope
est vécu par tous comme un instrument de liberté par rapport aux contraintes de programmation des
chaînes de télévision, même si près du tiers des personnes interrogées n'utilisent pas la fonction
d'enregistrement. Les foyers regardent des cassettes vidéo aux heures de grande écoute de la
télévision ( le soir entre 20h30 et 22h30), la semaine comme le samedi et le dimanche. Le temps
d'utilisation du magnétoscope pourrait ainsi empiéter à terme sur le temps d'écoute de la télévision
(surtout en ce qui concerne les enfants). Malgré tout, on constate que, pour l'instant , l'effet de
complémentarité entre les deux sources l'emporte sur l'effet de subsitution. Dans la vidéothèque des
ménages, la plus grande partie des cassettes proviennent des enregistrements à partir de la
télévision. En dehors de la taille, la part des cassettes non cinématographiques et le nombre de
cassettes achetées sont les deux principaux critères de différenciation des vidéothèques.
MARCHÉ, DEMANDE, COMPLÉMENTARITÉ OU SUBSTITUTION DE LA VIDÉO À LA TV, TV, VIDÉO,
RECHERCHE-EMPIRIQUE, FRANCE.
MARKET, DEMAND, COMPLEMENTARITY OR SUBSTITUTION FROM VIDEO TO TV, VIDEO, TV,
EMPIRICAL-RESEARCH, FRANCE.
29.
CERMAK, Gregory, W. "Budget Allocation as a Measure of Potential Demand". Journal of
Economic Psychology. Vol. 17, no 5, nov 1996, pp. 591-613. Copyright 1997 by UMI Company.
A budget allocation approach is presented for estimating price-demand and cross-price
relationships experimentally. Budget allocation is useful as an alternative to choice when the mix of
competing products demanded over time may not match the choice probabilities at a single time
point, as when the products in the mix differ in price and quality. The approach is demonstrated for
a potential new entertainment product, on-demand video (VOD). Subjects saw demonstrations of a
working prototype of VOD and its features, including price. Subjects judged each VOD feature
package in the context of their current budget for video and movie entertainment and assumed
prices for theater movies, premium cable, and video rentals. Subjects allocated a monthly budget
across VOD and the other entertainment sources. These data yielded estimates of the price-demand
relationship for VOD and the cross-price-demand relationship for the 4 entertainment options.
PRIX, FIXATION DE PRIX, DÉVELOPPEMENT D’UN MODÈLE ÉCONOMIQUE, VIDÉO SUR COMMANDE,
PRICE, PRICE SETTING, ECONOMIC MODEL, VIDEO ON LINE, THEORETICAL-RESEARCH.
30.
CHANEL, Olivier. "Is Art Market Behaviour Predictable?" European Economic Review. Vol. 39,
no 3-4, april 1995, pp. 519-527. Copyright 1997 by UMI Company. All Rights Reserved.
A study looks for relationships between art and financial markets through econometric methods.
The results indicate that financial markets influence the art market, with a lag of about one year,
which seems plausible due to the relative sizes of both markets. The vector auto regressive model
shows that lagged financial variables help predicting art prices, even if the lag does not allow for
systematic profits. These markets move together, in the sense that no systematic transfers exist.
Financial markets are highly correlated with economies, and their volume of transactions is much
larger than the art market's. It appears that financial markets react quickly to economic shocks, and
that the profits generated on these markets may be invested in art.
MARCHÉ, ENVIRONNEMENT, INFLUENCE DES MARCHÉS FINANCIERS, OBJETS D’ART, RECHERCHETHÉORIQUE.
MARKET, ENVIRONMENT, FINANCIAL MARKET INFLUENCE, ARTS OBJECTS, THEORETICALRESEARCH.
31.
CHOFFRAY, J.M; PRAS, B. "Monitoring New Movies Diffusion Over Time". Publication de
recherche-Ecole Supérieure des Sciences Economiques et Commerciales (ESSEC), 1982.
Présentation d'un modèle introduisant explicitement l'impact de variables décisionnelles telles que
la publicité et la promotion sur le processus de décision et infirmant un certain nombre
d'hypothèses de base faites communément par les professionnels de l'indutrie cinématographique.
PROMOTION, PUBLICITÉ, ANALYSE DE L'INFLUENCE DE LA PUBLICITÉ SUR LA DIFFUSION DE
NOUVEAUX FILMS, INDUSTRIE DU CINÉMA.
PROMOTION, ADVERTISING, INFLUENCE OF ADVERTISING ON THE RELEASE OF NEW MOVIES,
MOVIES INDUSTRY.
32.
COLBERT, F; GODBOUT, A; TURGEON, N. "Pratiques de la commandite commerciale au
Québec: une étude empirique". Cahier de recherche-HEC Montréal. GA-91-02, 1991/09, 31 p.
Copyright © (1991, École des Hautes Études Commerciales (HEC) Montréal).
Cette recherche explore la façon dont les entreprises du Québec s'y prennent pour sélectionner et
pour gérer l'ensemble de leurs commandites afin de voir s'il est possible d'en faire profiter les
organismes oeuvrant dans l'industrie culturelle et artistique. La commandite, qui s'insère dans la
stratégie de communication de l'entreprise commanditaire, peut représenter une source de
financement importante pour les organismes de cette industrie qui recueille actuellement la
deuxième part en importance des budgets de commandite. Le secteur sportif, quant à lui, recueille
la plus grande part des budgets. La présente recherche cherche également à voir s'il existe des
éléments internes ou externes qui permettent de différencier un commanditaire d'arts d'un
commanditaire de sport.
En pratique, les commanditaires poursuivent plusieurs objectifs. Les entreprises dont la plus grande
part du budget de commandite est destinée aux arts et à la culture oeuvrent surtout dans les secteurs
d'activités des produits et services financiers de même que dans l'industrie du transport et des
communications et poursuivent des objectifs corporatifs larges. Les commanditaires favorisant le
secteur sportif semblent plutôt rechercher une valorisation de leurs produits ou une augmentation
de leurs ventes et oeuvrent généralement dans les secteurs de l'alimentation, des alcools, du tabac et
dans le commerce de gros et de détail. La taille des entreprises, la valeur de leurs budgets de
commandites, de même que les critères de sélection utilisés ne permettent pas de différencier les
entreprises qui commanditent surtout les arts et la culture de celles qui favorisent le domaine des
sports. Une description des structures de gestion, des commanditaires suggère aux organismes en
quête de commanditaires des éléments à mettre en valeur pour bonifier leur stratégie de
sollicitation.
PROMOTION, COMMANDITES, DIFFÉRENCES ENTRE COMMANDITES ARTS ET SPORTS, ARTS,
PROMOTION, SPONSORHIP, DIFFERENCES BETWEEN SPONSORSHIP FOR ARTS AND FOR SPORTS,
EMPIRICAL-RESEARCH, CANADA.
33.
COLBERT, F; BEAULAC, M; DUHAIME, C. "Le marketing en milieu muséal: une recherche
exploratoire". Cahier de recherche-HEC Montréal. GA-91-01, 1991/05.
Les auteurs font en premier lieu une revue de littérature sur le marketing en milieu muséal. Il
s'attachent en second lieu à recenser les pratiques marketing dans ce milieu et présentent enfin des
réflexions sur le sujet.
UTILISATION DE PRATIQUES MARKETING, MUSÉES, RECHERCHE-EMPIRIQUE, CANADA.
USE OF MARKETING PRACTICES, MUSEUMS, EMPIRICAL-RESEARCH, CANADA.
34.
COLBERT, François. "Les arts: un marché pour les commandites". Gestion. Mai 1989, pp. 58-65.
Copyright © (1989, Revue Internationale de Gestion).
Les entreprises du domaine des arts peuvent constituer de bons véhicules pour les commanditaires
qui recherchent la visibilité dans certains segments de marché. En effet, au moins six cent
compagnies d'art visuel et d'arts d'interprétation au Québec se partagent un vaste marché; il faut
savoir que 60% de la population assiste à un événement artistique ou visite un musée au moins une
fois l'an. Or, de par leur diversité, ces organismes atteignent des catégories de clientèle différentes,
permettant ainsi au commanditaire de cibler ses efforts en fonction de caractéristiques telles que
l'âge, le sexe, le revenu ou la scolarité. De même, beaucoup de compagnies en art d'interprétation
effectuent des tournées à travers non seulement le Québec ou le Canada, mais aussi l'Europe,
l'Afrique, l'Asie ou l'Australie; elles peuvent dès lors agir comme ambassadeur pour un
commanditaire qui désire nouer ou promouvoir ses relations commerciales avec des clients
étrangers. De la même façon, le touriste qui nous visite consomme nos produits culturels, ce qui
représente un atout pour toute une région dotée d'une bonne offre de tels produits.
Le présent article trace un portrait du domaine des arts en termes du type, de la taille et de la
vocation des organismes présents et des publics rencontrés. L'auteur y analyse aussi les possibilités
de positionnement qu'un commanditaire peut obtenir par son association aux arts. Il traite enfin de
la spécificité des entreprises artistiques quant à leur mode de gestion et au degré de risque associé à
ce genre d'activité.
PROMOTION, COMMANDITES, PUBLICS DES ARTS, ARTS VISUELS, ET D’INTERPRÉTATION,
PROMOTION, SPONSORS, ARTS AUDIENCES, VISUAL AND PERFORMING ARTS, EMPIRICAL-RESEARCH,
CANADA.
35.
COLBERT, François, NANTEL, Jacques. "The Market for Cultural Activities: New Approaches
for Segmentation Studies". Cultural Economics 88: A Canadian Perspective . The Association for
Cultural Economics, pp. 133-140. Copyright © (1989, The Association for Cultural Economics).
Altough there have been some studies describing the profile of theatre (Colbert, 1988; Colbert and
Boisvert, 1987), concert or art gallery (McCaughey, 1984) attendees, these profiles are often too
general to provide actionable information for managers and arts patrons. One reason for such a
situation is that the majority of these studies have limited their description to wide sociodemographic profiles wich, altough interesting , generally lead to similar profiles accross types of
events.
The primary objective of the present study is to provide an example of new approaches to market
segmentation. Using narrowly-defined sociodemographic segments as well as activities and interest
segmentation, different profiles of attendees for 6 different types of cultural events are presented.
MARCHÉ, SEGMENTATION, LIEN ENTRE CARACTÉRISTIQUES
PSYCHOGRAPHIQUES, ARTS, RECHERCHE-EMPIRIQUE, CANADA.
SOCIODÉMOGRAPHIQUES
ET
MARKET, SEGMENTATION, RELATION BETWEEN SOCIODEMOGRAPHIC AND PSYCHOGRAPHIC
CHARACTERISTICS, ARTS, EMPIRICAL-RESEARCH, CANADA.
36.
COLBERT, François. "Le marketing et la culture". Gestion. Novembre 1979, pp. 61-66.
Copyright © (1979, Revue Internationale de Gestion).
Des hommes d'affaires, en plus grand nombre au fil des ans, participent à la vie et à la gestion de
compagnies à but non lucratif dans le domaine des arts; ils y amènent des concepts et principes
utilisés dans les entreprises de production de bien et services. On se demande parfois si des outils,
tels que ceux du marketing, peuvent être ainsi appliqués au domaine culturel. Cet article tentera de
mettre en lumière l'applicabilité des concepts de marketing aux entreprises culturelles, de la
polémique engendrée et de l'apparente contradiction entre les objectifs du marketing et ceux d'une
compagnie artistique.
UTILISATION DE PRATIQUES MARKETING, ARTS, RECHERCHE-THÉORIQUE.
USE OF MARKETING PRACTICES, ARTS, THEORETICAL-RESEARCH.
37.
COMER, Lucette B; NICHOLLS, J.A.F. "Hispanics at the High Arts: In Search of a Culturally
Relevant Attendance Experience". Developments in Marketing Science. Proceedings of the
Academy of Marketing Science. Vol. 17, 1994, pp. 272. Reprinted by permission of The Academy
of Marketing Science. All Rights Reserved.
The purpose of this study was to determine wether a "culturally relevant" attendance experience
could be detected among Hipanic theatre-goers. Two research questions were addressed: 1) do
Hispanic theatre-goers who identify strongly with the hispanic culture describe a different
attendance experience than do those with a more Anglo orientations ? 2) how does the experience
of the two groups of theatre-goers differ ? These questions were explored by surveying the
audience at six performances of an Hispanic theatre festival in Southeast Florida. In this setting,
attenders would likely be persons of Spanish extraction who were both educated in, and socialized
to, theatre attendance. Education and socialization would be implicitly controlled, yet "traces"of
any ethnic experience might be retained.
In preparation for the study, members of the research team visited a number of theatre events
targeted to Hispanic audiences. Based on observations of these audiences and discussions with
theatre-goers, a list of Likert-scaled items that seemed to describe the Hispanic attendance
experience was developed. This was refined by pre-testing and discussions with the artistic
directors of the festival. The final list consisted of ten items that appeared to be uniquely associated
with the Hispanic experience. These represented five aspects: cultural maintenance, social
correlates, temporal considerations, demonstrativeness, and emotional intensity.
The questionnaire contained the items designed to assess the Hispanic experience and a measure of
a degree of Hispanic identification, as well as requests for general demographic and marketing
information. Spanish and English versions were both available. The Spanish version was prepared
through an iterative process of translation and back-translation to assure comparability.
At the theatre, the questionnaire was distributed by bilingual research assistants before the start of
the performance and during the intermissions. The resulting sample (n=118) was relatively young
and well educated (median age, 36 years; percent college graduates, 85.6%). Ninety percent of
respondents were born outside the US. Of these, 60 were born in Cuba, and 31 in a variety of
different Latin countries.
While the results are not strong, traces of an Hispanic attendance experience were found. In
comparison with Anglo identifiers, people who strongly identified with the Hispanic culture:
1)appeared to attend Hispanic theatre more for the purpose of maintaining their cultural ties,
2)admitted to being more involved in the play, and 3) reported greater negative demonstrativeness
at the theatre. No evidence was found of either a social orientation or a manana time perspective
among the attenders. A sub-analysis by country of birth, revealed that, contrary to expectations,
Hispanics who were born in Cuba were significantly less tolerant of late arrival at the theatre than
those wo where born in the USA.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, GROUPE ETHNIQUE,
THÉÂTRE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLE, ETHNIC GROUP, THEATRE, EMPIRICAL-RESEARCH, US.
38.
COOKE, Mike; MORRIS, Richard. "Music Making in Great Britain". Journal of the Market
Research Society. Vol. 38, no 2, April 1996, pp. 123-134. Copyright 1997 by UMI Company. All
Rights Reserved.
The first national study of instrumental music making in Great Britain is described. The study
argues for a market-led approach to music provision and shows how market research can make an
effective contribution to education. Additionally, the study describes how the Associated Board of
the Royal School of Music has utilized market research for strategic marketing, new product
development, and lobbying purposes and emphasizes how market research can make a positive
contribution in fields where historically it has played only a small role.
UTILISATION DE PRATIQUES MARKETING, MUSIQUE, RECHERCHE-EMPIRIQUE, ROYAUME-UNI.
USE OF MARKETING PRACTICES, MUSIC, EMPIRICAL-RESEARCH, U.K.
39.
COOPER, Lee G. "Investigating the Effectiveness of Promotional Efforts in Arts Organizations".
Performing Arts Review. Vol 11, 1981, pp. 62-69. Copyright © (1981, Heldref Publications)
Reprinted by permission of The Helen Dwight Reid Educational Foundation, published by Heldref
Publications.
The author describes the main component of the marketing mix. He gives examples of techniques
that can help managers to maximize their promotional effort.
UTILISATION DE PRATIQUES MARKETING, ARTS, OPINION, ÉTATS-UNIS.
USE OF MARKETING PRACTICES, ARTS, OPINION, US.
40.
COOPER-MARTIN, Elizabeth. "Consumers and Movies: Information Sources for Experiential
Products". Advances in Consumer Research. Proceedings of the Association for Consumer
Research. Vol. 19, 1992, pp.756-761. Reprinted by permission of The Association of Consumer
Research. All Rights Reserved.
Experiential products are defined as ones wich consumers choose, buy and use solely to experience
and enjoy; movies are studied as an example. This paper identifies two types of information
sources for such products: experiential, wich convey a sense of the consumption experience, and
non-experiential, wich do not describe consumption. Results of a survey indicate that subjects find
experiential sources more useful and credible than non-experiential for choosing movies. More
specifically, for subjective features, subjects report that experiential sources are more useful and
credible than non-experiential sources but report no differences for objective features.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ASPECTS EXPÉRIENTIELS
DE LA CONSOMMATION, CINÉMA, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS,
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, EXPERIENTIAL ASPECTS OF CONSUMPTION, MOVIES,
41.
COOPER-MARTIN, Elizabeth. "Consumers and Movies: Some Findings on Experiential
Products". Advances in Consumer Research. Proceedings of the Association for Consumer
Research. Vol. 18, 1991, pp.372-378. Reprinted by permission of The Association for Consumer
Research. All Rights Reserved.
This paper studies movies as an example of experiential products, defined as those products wich
consumers choose, buy and use solely to experience and enjoy. The consumption experience,
especially its hedonic and aesthetic aspects, is key for understanding experiential products. The
results of a survey confirm that involvement with movies is dominantly hedonic. When selecting a
movie, subjects consider more alternatives that consume time than ones that consume only money
and also consider more subjective than objective features and more global than unidimensional
features.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ASPECTS EXPÉRIENTIELS
DE LA CONSOMMATION, CINÉMA, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS,
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, EXPERIENTIAL ASPECTS OF CONSUMPTION, MOVIES,
42.
COOPER, Peter; TOWER, Rupert. "Inside the Consumer Mind: Consumer Attitudes on the
Arts". Journal of the Market Research Society. Vol. 34, no 4, oct 1992, pp. 299-311. Copyright
1997 by UMI Company. All Rights Reserved.
A practical example of how qualitative research can benefit the arts is illustrated by a study of artsgoers and non-goers. Focus groups and individual depth interviews were conducted with BC1
socio-economic groupings, men and women, aged 25-44 years old - half 'art-goers' and half 'nongoers.' This was supplemented by reviews of qualitative research published by the Arts Council.
The objectives were: 1. to understand what the arts mean to people in the 1990s, 2. to explore why
people go to the arts, 3. to examine perceptions of different art forms, 4. to understand how the arts
could be communicated to people to encourage wider audiences, and 5. to examine attitudes to
sponsorship. Among other things, results indicated the arts fulfill a range of needs - social,
personal, and spiritual - and that consumers wish for integration of art with everyday life. The
majority seek clarity of what the art experience will mean and offer, approachability by arts to
them, and relevance to themselves and their everyday lives.
COMPORTEMENT DU CONSOMMATEUR, PRATIQUES DE CONSOMMATION, BÉNÉFICES RECHERCHÉS,
ARTS, RECHERCHE-EMPIRIQUE.
CONSUMER BEHAVIOUR, CONSUMER PRACTICES, BENEFITS SOUGHT, ARTS, EMPIRICAL-RESEARCH.
43.
CORNWELL, T Bettina. "Advertising, Ethnicity and Attendance at the Performance Arts".
Journal of Professional Services Marketing. Vol. 10, no 2, 1994, pp. 145-146. Copyright 1997 by
UMI Company. All Rights Reserved.
The challenge of developing performing arts patronage is familiar to most large metropolitan cities
in the US. Historically, low attendance at performing arts events has been found among US blacks.
A report is given of a study of potential attendance of blacks at symphony musical events. The
focus group study included two groups, opinion leaders and individuals from the general populace.
Findings indicate that for success in marketing, it is not enough to reach the black audience in
general circulation publications. Performing arts marketers should consider devoting a portion of
the advertising budget to black media. One underlying reason why advertisers seeking a black
consumer market should advertise in black media is that the media selection decision in advertising
to blacks may be as much a communication decision of resah and frequency as a political decision
of commitment and demonstrated support.
PROMOTION, PUBLIC-CIBLE, GROUPES ETHNIQUES, MUSIQUE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
PROMOTION, AUDIENCE-TARGET, ETHNIC GROUPS, MUSIC, EMPIRICAL-RESEARCH, US.
44.
CORTINOVIS, R. "Le port-musée de Douarnez. D'un projet muséographique à un projet de ville
ou de l'identité d'une ville à la sauvegarde d'un patrimoine maritime". Deuxième Conférence
Internationale sur le management des arts et de la culture. Jouy-en-Josas. 23 au 25 Juin 1993.
Copyright © (1993, Cortinovis, R.) Reprinted by permission of AIMAC. All Rights Reserved.
On observe depuis quelques années une hypertrophie du culturel comme outil de promotion de
l'image des villes. A partir d'une étude en cours sur le «port-musée de Douarnez» l'auteur analyse la
relation: projet muséographique/projet de ville. Qu'est-ce qui fonde une ville de 17 000 habitants à
porter un projet d'ampleur européenne ? Quels sont les risques ? Quelles sont les conséquences
économiques et urbaines du projet culturel ?
PRODUIT, NOUVEAUX, MUSÉES, ÉTUDE DE CAS, FRANCE.
PRODUCT, NEW PRODUCT, MUSEUMS, CASE STUDIES, FRANCE.
45.
CRETON, Laurent. "Le marketing cinématographique en France: traditions, dilemmes et
nouvelles perspective". Quatrième Conférence internationale sur le management des arts et de la
culture. Golden Gate University, San-Francisco. June 29-July 2, 1997, pp. 121-139
L'auteur met en évidence dans une perspective critique l'émergence de pratiques marketing dans le
contexte culturel et historique du cinéma français. Il expose ensuite les éléments innovateurs du
modèle expérientiel de Holbrook et Hirschman, puis réfléchit sur les apports et la finalité du
marketing en relation avec la création cinématographique.
UTILISATION DE PRATIQUES MARKETING, INDUSTRIE DU CINÉMA, RECHERCHE-THÉORIQUE.
USE OF MARKETING PRACTICES, MOVIE INDUSTRY, THEORETICAL-RESEARCH.
46.
CROMIE, Mary. "Les arts d’interprétation". Tendances sociales canadiennes. Hiver 1990, pp. 2530.
L’auteur analyse les statistiques canadiennes sur les arts d’interprétation. Elle décrit la composition
de l’offre, de la demande et de la part de revenus-commandites privées et publiques dans les
budgets des organismes d’art d’interprétation.
MARCHÉ, DEMANDE, RÉPARTITION DES REVENUS, ARTS DE LA SCÈNE, RECHERCHE-EMPIRIQUE,
ÉTATS-UNIS.
MARKET, DEMAND, PROFIT SHARING, EMPIRICAL-RESEARCH, US
47.
CROMPTON, John L; LOVE, Lisa. "The Predictive Validity of Alternative Approaches to
Evaluating Quality of a Festival". Journal of Travel Research. Vol. 34, no 1, summer 1995, pp. 1124. Copyright 1997 by UMI Company. All Rights Reserved
Alternative conceptualization of the quality and satisfaction constructs are presented from both the
leisure/tourism and the marketing literatures, and differences between them are noted. The
predictive validity of 7 alternative operationalizations of quality that were suggested by the
literature were measured by evaluating them against against an overall measure of quality in the
context of a festival. Results showed that the most valid measures of quality were the performancebased operationalizations; the least valid were the disconfirmation-based operationalizations; and
the inclusion of importance weights did not improve predictive validity of the measures. There was
no significant difference between first-time and frequent visitors to the festival on any of the 7
alternative operationalizations. Implications of the findings are discussed.
PRODUIT, QUALITÉ, ÉVALUATION, FESTIVAL, RECHERCHE-THÉORIQUE.
PRODUCT, QUALITY, ASSESSMENT, FESTIVAL, THEORETICAL-RESEARCH.
48.
CROMPTON, John L.; LOVE, Lisa. "Using Inferential Evidence to Determine Likely Reaction
to a Price Increase at a Festival". Journal of Travel Research. Vol. 32, no 4, spring 1994, pp. 32-36.
Copyright 1997 by UMI Company. All Rights Reserved.
A report on an attempt to use an inferential approach to assess the likely reaction of festival visitors
to a price increase is presented. Reactions were evaluated from a historical analysis of visitation
reaction to price increases and responses to 6 questions pertaining to substitution opportunities,
strength of reference price, distribution of trip costs, affluence of the target market, and value for
money. As a result of the findings, a decision was made to raise the admission price by one-third.
PRIX, FIXATION DE PRIX, VARIATION DE LA DEMANDE, FESTIVAL, RECHERCHE-EMPIRIQUE, ÉTATSUNIS.
PRICE, PRICE-SETTING, VARIATION OF DEMAND, EMPIRICAL-RESEARCH, US.
49.
CROWLEY, Martin G. "Prioritising the Sponsorship Audience". European Journal of Marketing.
Vol. 25, no 11, 1991, pp. 11-21. Copyright 1997 by UMI Company. All Rights Reserved.
A survey involving 70 senior marketing personnel was conducted to determine sponsorship-related
attitudes and behavior among major firms operating in Ireland. Four broad clusters of sponsor type
were identified based on primary audience orientation: 1. customer orientation, 2. workforce
orientation, 3. general public orientation, and 4. business community orientation. The sponsors
regarding the general public as particularly important tended to be consumer goods firms that were
export-oriented and foreign-owned. The sponsors rating the business community as a major
sponsorship audience tended to be industrial and smaller in scale. Overall, media coverage was
regarded as the most important promotion instrument for exploiting the sponsorship investment. No
meaningful relationship was observed between sponsor type, primary sponsorship audience,
exploitation instrument, and the type of sponsorship chosen. However, particular sponsor types did
choose specific sports and arts events and utilized specific exploitation media to reach prioritized
audience categories.
PROMOTION, COMMANDITE, UTILISATION DE CERTAINS TYPES DE MÉCÉNAT EN REGARD DU TYPE
DE PUBLIC, ARTS, RECHERCHE-SONDAGE, IRELANDE.
PROMOTION, SPONSORS, SPONSPORSHIP RELATED TO THE AUDIENCE, ARTS, SURVEY, IRELAND.
50.
CROWTHER, Betty; KAHN, Alfred. "Arts and Leisure Activities in the St. Louis Region".
American Behavioral Scientist. Vol. 26, no 4, march/april 1983, pp. 509-520. Copyright © (1983,
Sage Publications, Inc.) Reprinted by permission of Sage, inc. All Rights Reserved.
Using their own 1978 survey of metropolitan St. Louis, Crowther and Kahn show that different
age, race, and educational attainment segments of the sample have approximately the same patterns
of interest, participation and enjoyment in leisure activities. They then describe the leisure activities
of three types of fine arts actives.
MARCHÉ, SEGMENTATION, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUE, ARTS, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, SOCIO-DÉMOGRAPHIC CHARACTERISTICS, ARTS, EMPIRICAL-RESEARCH,
US.
51.
CURRIE, Graeme; HOBART, Carrie. "Can Opera be Brought to the Masses ? A Case Study of
Carmen Opera". Marketing Intelligence and Planning. Vol. 12, no 2, 1994, pp. 13-18. Copyright
A study addresses the question of whether opera can be brought to the masses, that is, those socioeconomic groups other than A and B classes. Quantitative and qualitative methods of data
collection were used. The audience profile established that the majority of opera-goers were in
socio-economic classifications A and B. The analysis of these results suggest that this is a symptom
of the external factors of consumer behavior, such as the British social class structure, social group
influences, and culture, or internal influences such as individual motivation, self-image, attitudes,
and price perception. Recommendations are made in the form of a marketing mix to encourage a
wider audience for opera.
COMPORTEMENT DU CONSOMMATEUR, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, MUSIQUE,
RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOUR, SOCIO-DEMOGRAPHIC CHARACTERISTICS, MUSIC, EMPIRICAL-RESEARCH,
US.
52.
CURRIM, Imran S; WEINBERG, Charles B.; WITTINCK, Dick R. "Design of a Subscription
Programs for a Performing Arts Series". Journal of Consumer Research. Vol. 8, no1, pp. 67-75.
The adoption of modern management techniques in performing arts organizations has created a
demand for better consumer analysis. A conjoint analysis approach is offered to help discern the
value consumers associate with certain characteristics of performing arts subscription series.
Conjoint analysis can be used to predict features desired by consumers in products. A mail survey
was done by the Lively Arts Program (LAP) at Stanford University to study the impact of: 1.
driving time to the auditorium, 2. Subscription seating benefits, 3. number of events per
subscription, 4. single-ticket price before discount, 5. renown of performers, and 6. discount
percentage on subscription. Driving time was found to be the most important attribute, with the
renown of the performer closely following. Seating priority was found to be more important than
discount percentage, which suggests that a marketing-mix approach can be used to design a
subscription program. Higher income groups are not overly concerned with price or discount,
which means that any pricing strategy must concentrate on different income groups. Results of this
test suggest that if rank order preference data is collected, then commonly computed attribute
importance weights will need to be adjusted by the number of levels.
MARCHÉ, DEMANDE, ANALYSE CONJOINTE DE PLUSIEURS FACTEURS ET LEUR IMPACT SUR LA
DEMANDE, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, DEMAND, MULTIPLE LINKED FACTORS AND THEIR IMPACT ON THE DEMAND, ARTS,
53.
CURRY, David G. "Marketing Research and Management Decisions". Journal of Arts
Management. Vol. 12, no 1, pp. 42-57. Copyright © (1982, Heldref Publications) Reprinted by
permission of The Helen Dwight Reid Educational Foundation, published by Heldref Publications.
This article reviews the successful application of three marketing research methods, each linked to
a specific performing arts management problem. As such, the paper implements two suggestions
made by Greyser for improving the practice and application of marketing research in the arts: 1) to
upgrade the technical quality of the research, and 2) to emphasize clearly the utility of the research
for policy making. Greyser's second suggestion, tough critical to performing arts administrators,
has been extremely difficult to fulfill. The reason for this difficulty include the limited role of
marketing and marketing research in most performing arts organizations, and the nature of previous
research applied in this setting.
UTILISATION DE RECHERCHES EN MARKETING, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
USE OF MARKETING RESEARCH, ARTS, EMPIRICAL-RESEARCH, US.
54.
DEHESUS, Julia Lilian Smith. "An Examination and Analysis of Theatre Subscribers at the
University of Arizona: Arizona Repertory Theatre". PhD. 1995, Texas Tech University; DAI-A
56/12. Copyright © (1995, Dehesus, Julia Lilian Smith ) All Rights Reserved.
The performing arts and higher education have been enduring an increasingly hostile political and
economic climate in recent years. With a unique role as educational arts organizations, producing
university theatre arts programs face increasing pressures to expand audiences by employing
marketing approaches used by professional arts organizations. This dissertation is the first in-depth
study of the characteristics of a university theatre arts subscriber audience. Through conducting an
audience marketing research survey this study provides an analysis of the subscription audience for
the University of Arizona Department of Theatre Arts/Arizona Repertory Theatre that addresses
topics related to audience identification, audience development and facilities development. The
survey results suggest that the respondents are older, more highly educated, and more affluent than
both the average adult Tucsonan and the national average theatre attender. The data suggest that the
most important reasons for subscribing are convenience, best seat assignments, and savings, and
respondents attend productions for their own entertainment and cultural enrichment. An interesting
finding is that a subscriber's knowledge of all of the plays in a season package is not a substantial
determining factor in the subscription purchase. The data also indicates cross-marketing
opportunities with the professional theatre company and symphony orchestra. Further research
might address (1) why patrons attend university theatre productions, (2) how they perceive the
quality of the productions, (3) identifying the characteristics of audience members, (4) determining
if productions attract members of the larger community or are primarily serving the university
students, faculty and staff, (5) what role the university theatre programs play in the development of
theatre audiences and (6) if the role is different in a community that does or does not have access to
professional theatre. The study concludes that with over 300 university and college theatre
programs in the United States that fill a unique niche in the theatre industry, future research could
help to further define the role of university programs not only in development of theatre artists,
teachers and managers, but in how they contribute to the vital, but often overlooked, area of
audience development.
MARCHÉ, DEMANDE, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, THÉÂTRES, RECHERCHEEMPIRIQUE/THÉORIQUE, ÉTATS-UNIS.
MARKET,
DEMAND,
SOCIODEMORGRAPHIC
EMPIRICAL/THEORETICAL RESEARCH, US.
55.
CHARACTERISTICS,
THEATRES,
DE MARCHI, Neil. "The Role of Dutch Auctions and Lotteries in Shaping the Arts Markets of
17th Century". Journal of Economic Behaviour and Organization. Vol. 28, no 2, oct 1995, pp. 203221. Copyright 1997 by UMI Company. All Rights Reserved.
Institution-formation in the nascent art markets of 17th century Amsterdam and Haarlem in
response to external and internal pressures on artists' guilds is examined. In Amsterdam, poor
quality imports, often copies, were touted as originals and sold in clandestine Dutch auctions. The
deliberate confusion about quality imparted to the market features similar to those of Akerlof's
(1970) lemons model, and a need for quality guarantees gave occasion to dealers. In Haarlem and
other towns, demand was viewed as fixed and guilds toughened restrictions on the supply side.
Dissenters successfully used lotteries to show that demand can be engendered. Promotion was to
become a key feature of later art markets.
MARCHÉ, DEMANDE, VENTE AUX ENCHÈRES, OBJETS D’ART, RECHERCHE-EMPIRIQUE, HOLLANDE.
MARKET, DEMAND, AUCTIONS SALE, ARTS OBJECTS, EMPIRICAL-RESEARCH, HOLLAND.
56.
DEODATI, M. "Analyse économique de l'industrie de la télévision: recherche d'un optimum".
Thèse de troisième cycle Economie Appliquée. Travaux Universitaire-1979/01/24. Université
Paris-Dauphine, UER Sciences des Organisations.
ÉCONOMIE, PRÉFÉRENCE INDIVIDUELLES, RÔLES SPÉCIFIQUES JOUÉS PAR LES PROGRAMMES
TÉLÉVISÉS ET ÉVALUATION DE L'APTITUDE À RÉPONDRE AUX PRÉFÉRENCES DES SPECTATEURS, TV,
RECHERCHE-THÉORIQUE
ECONOMY, INDIVIDUAL PREFERENCES, FUNCTIONS OF PUBLIC AND PRIVATE TV AND THEIR
EFFICIENCY TO SATISFY VIEWER'S CHOICE, TV, THEORETICAL-RESEARCH.
57.
DONAHUE, Linda Giss. "Marketing the Arts to a Multicultural Population". PhD. 1992, Texas
Tech University; DAI-A 53/05, nov 1992. Copyright © (1992, Donahue, Linda Giss) All Rights
Reserved.
Society in the United States is just beginning to recognize the many needs of a growing
multicultural population. Innovative methods of meeting these needs have emerged in many areas
of marketing, but multicultural arts marketing has been largely ignored. Theatre, like all the arts,
must face the challenge of addressing potential patrons of all ethnic groups in order to retain and
develop audiences. The arts have long existed in the Rio Grande Valley of Texas, but no arts
organization has attempted to target market the large indigenous Latino population. This study
employs contemporary marketing techniques in order to target market a portion of the Latino
population, by promoting one play presented by The University Theatre at the University of TexasPan American. To determine who typically attends The University Theatre, an audience was
surveyed before beginning any marketing activities. Demographics of the geographical area were
compiled, along with Latino consumer behavior, attitudes, perceptions, wants, and needs. From this
information, a marketing plan emerged which focused on increasing the attendance at the play ?De
Donde?. After carrying out the marketing campaign, the results were evaluated and compared to
attendance at a previous play as well as to attendance at the following play. While the marketing
techniques used were not successful in attracting the target market, suggestions for other marketing
methods are submitted in the final chapter. This study is very specific in terms of art form, ethnic
group, and geography, but the results and recommendations are applicable to all the arts, and any
ethnic population across the United States.
MARCHÉ, DEMANDE, GROUPES ETHNIQUES, ARTS, RECHERCHE-EMPIRIQUE/THÉORIQUE, ÉTATSUNIS.
MARKET, DEMAND, ETHNIC GROUPS, ARTS, EMPIRICAL/THEORETICAL RESEARCH, US.
58.
DONNAT, Olivier. "Les français et la culture: un essai de typologie sur la base de leur
connaissance des artistes". Deuxième Conférence Internationale sur le management des arts et de
la culture. Groupe HEC, Jouy-en–Josas. Du 23 au 25 Juin 1993. Copyright © (1993, Donnat,
Olivier) Reprinted by permission of AIMAC. All Rights Reserved.
Un questionnaiare portant sur 66 personnalités a été proposé aux 5000 français de quinze ans et
plus qui ont été interrogés dans le cadre de l'enquête "Pratiques culturelles des Français: pour
chacune de ces personnalités appartenant à l'ensemble des domaines et des genres artistiques (des
plus légitimes aux plus communs, des plus classiques aux plus modernes), les personnes
interrogées devaient préciser si elles connaissaient et dans ce cas indiquer son domaine d'activités,
puis donner une appréciation à son propos en choisissant entre trois possibilités (aime/n'aime
pas/ne sait pas).
Ce corpus de données a permis de construire un indicateur synthétique du niveau de connaissance
du monde des arts et du spectacle (le nombre de personnalités connues sur le total de 66) et
d'analyser les goûts des français en relation avec leur niveau de connaissance.
On propose de rendre compte des principaux résultats de ce travail: cinq groupes de français classés
selon leur niveau de connaissance seront présentés, en précisant leur profil socio-démographique,
leurs goûts les plus caractéristiques ainsi que l'intensité et les formes que prennent leurs pratiques
culturelles.
MARCHÉ, SEGMENTATION, ANALYSE DU GOÛT EN
CONNAISSANCE, ARTS, RECHERCHE-SONDAGE, FRANCE.
RELATION
AVEC
LEUR
NIVEAU
DE
MARKET, SEGMENTATION, TASTE ANALYSIS IN RELATION WITH THEIR KNOWLEDGE LEVEL, ARTS,
SURVEY-RESEARCH, FRANCE.
59.
DONTHU, Naveen; RUST, Roland T. "Positioning a Radio Station". Journal of Applied Business
Research. Vol. 10, iss 3, summer 1994, pp. 21-27. Copyright 1997 by UMI Company. All Rights
Reserved.
A daily estimation based product positioning approach to best position a radio station in a new
market or reposition itself in an existing market is presented. Perceptual research is combined with
music research to provide a programming strategy in the form of a recording artist list that is
associated with the radio station's suggested image. The positioning or repositioning may involve
changing formats, changing image, or changing the playlists.
PRODUIT, POSITIONNEMENT, STRATÉGIE DE PROGRAMMATION, RADIO, RECHERCHE-THÉORIQUE.
PRODUCT, POSITIONNING, PROGRAMMING STRATEGY, THEORETICAL-RESEARCH.
60.
DOSWELL, Marshall. "Business and the Arts". Business and Economic Review. Octobre 1984,
vol 3, no 1, pp. 15-18. Copyright 1997 by UMI Company. All Rights Reserved.
There is an increasing trend for US business to invest more time and money in the fine arts.
Perceptive chief executives realize that a strong corporate involvement in the arts makes managers
more sensitive to the world around them, more aware of creativity, and more innovative and
imaginative in marketing and business planning. Columbus, Indiana, an industrial city of 35,000,
boasts the most concentrated collection of contemporary architecture in the world. More than 40
public and private buildings in Columbus were designed by some of the world's leading architects.
The prime mover in this remarkable achievement hasbeen J. Irwin Miller, retired head of Cummins
Engine Co. in Columbus. Miller realized that, for Cummins to attract great people, Columbus
would have to be exciting, interesting, and culturally advanced.
PROMOTION, MÉCÉNAT, TENDANCES DU SECTEUR PRIVÉ À INVESTIR, ARTS, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
PROMOTION, PATRONAGE, PRIVATE SECTOR TRENDS TO INVEST, ARTS, EMPIRICAL-RESEARCH, US.
61.
DOUGLAS, Susan P. "Do Working Wives Read Different Magazines from Non-Working Wives
?" Journal of Advertising .Vol 6, no 1, 1977, pp. 40-44. Reprinted by permission of CTC Press
1997. All Rights Reserved.
In recent years, attention has been focused on examining the implications of changing women's
roles for advertising strategy. The study reported in this paper compares magazine readership habits
of two small matched samples of working and non-working wives in the US and France. No major
differences emerge in the frequency and types of magazines read by working and non-working
wives in either country. Thus emphasis on magazines as the major advertising vehicle does not
necessarily imply a lopsided emphasis on non-working wives, as might have been expected, due to
potentially greater time pressures as a working wife.
MARCHÉ, DEMANDE, SEGMENTATION, MAGAZINES, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, DEMAND, SEGMENTATION, MAGAZINES, EMPIRICAL-RESEARCH, US.
62.
DUCKWORTH, Eleanor. "Museum Visitors and the Development of Understanding". Journal of
Museum Education. Vol. 15, no 1, winter 1990, pp. 4-6.
The author explains some of the main stages of the child intelligence development (object relation)
to apply some of the findings (of Piaget's theory) to the understanding of adult’s behavior.
APPORT DE LA THÉORIE PIAGÉTIENNE DE L'APPRENTISSAGE, MUSÉES, OPINION, ÉTATS-UNIS.
PIAGET LEARNING THEORY BENEFITS FOR MUSEUMS VISITORS, OPINION, US.
63.
DUFRESNE-TASSE, Colette. "Limite des études sur le comportement du visiteur, potentiel de la
recherche sur son fonctionnement psychologique". Deuxième Conférence Internationale sur le
management des arts et de la culture. Du 23 au 25 Juin 1993. Groupe HEC, Jouy-en-Josas.
Copyright © (1993, Dufresne-Tasse, Colette) Reprinted by permission of AIMAC. All Rights
Reserved.
Les études actuelles sur le visiteur adulte de musée portent essentiellement sur le comportement de
ce visiteur et sur les facteurs susceptibles de l'influencer. Ces études suscitent une insatisfaction
marquée aussi bien chez le chercheur que chez le praticien qui œuvre dans une institution muséale.
La recherche sur le fonctionnement psychologique du visiteur améliore profondément l'évaluation
de celui-ci avec ses publics, résolvant du coup plusieurs des difficultés engendrées par les études
sur le comportement.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, CLASSIFICATION DES
ÉTUDES EMPIRIQUES SUR LE VISITEUR, MUSÉES, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, TYPOLOGY OF EMPIRICAL STUDIES ON THE VISITOR,
MUSEUMS, THEORETICAL-RESEARCH.
64.
DUHAIME, Carole. JOY, Annama, ROSS Christopher "Learning to “See”: a Folk
Phenomenology of the Consumption of Contemporary Canadian Art", pp 351-398 in
"Contemporary Marketing and Consumer Behavior". Editor John F. Sherry Jr. An Anthropological
Sourcebook. 1995
Les auteurs s’intéressent aux raisons qui motivent certaines personnes à visiter fréquemment
musées d’art contemporain. En utilisant une approche ethnographique, ils mettent en évidence
certains thèmes qui émergent des observations et des entrevues avec les visiteurs. Ils en tirent des
conclusions pour les gestionnaires de ces institutions.
COMPORTEMENT
DU
CONSOMMATEUR,
PRATIQUES
DE
ETHNOGRAPHIQUE, RECHERCHE-EMPIRIQUE, MUSÉES, CANADA.
CONSUMER BEHAVIOR, CONSUMPTION
RESEARCH, MUSEUMS, CANADA.
65.
PRACTICES,
CONSOMMATION,
ETHNOGRAPHIC
METHOD,
MÉTHODE
EMPIRICAL-
DUHAIME, Carole; COLBERT, François. "La réponse esthétique du public des musées d’art".
Première Conférence Internationale sur la Gestion des Arts. École des HEC Montréal, du 22 au 24
Août 1991, pp. 99-111. Copyright © (1992, École des Hautes Études Commerciales (HEC),
Montréal) Reprinted by permission of AIMAC. All Rights Reserved.
Cette recherche étudie le comportement du public des musées d'art. Les chercheurs ont effectué une
enquête auprès des visiteurs d'un musée d'art afin de mesurer la réponse esthétique des visiteurs à
l'égard d'une exposition d'œuvres d'art, et d'identifier différentes dimensions de cette réponse. Les
résultats suggèrent que les visiteurs vivent une expérience esthétique à la fois riche et complexe.
Ces résultats sont examinés à la lumière d'un cadre théorique, ce qui permet de dégager des
implications théoriques et pratiques qui intéresseront les personnes qui gèrent un musée d'art ou qui
organisent des expositions d'œuvres d'art. Un certain nombre d'avenues de recherche sont
également proposées.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DÉCISIONNEL, RÉPONSE ESTHÉTIQUE, ARTS,
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, AESTHETICAL RESPONSE, ARTS, EMPIRICALRESEARCH, CANADA.
66.
DUHAIME, Carole P; JOY, Annama; ROSS, Christopher. "On the Appreciation Process of
Arts Objects and the Experience of Visiting an Exhibition in an Art Museum". Symposium on
Research and Marketing the Arts. Florence (Italy). 28-30 May 1990, pp. 55-70.
Many museums, like other not-for-profit organisations, have recently realized that a good product
is no longer a sufficient condition for fulfilling their mission. Managers of art museums and of
other similar organisations such as arts galeries are therefore increasingly turning to marketing to
help them better understand and satisfy the needs and wants of their various publics. This paper
reports some preliminary results of an empirical study aimed at obtaining a better understanding of
the behavior of art museum goers. Its main focus is the process of appreciation of art objects in the
context of a visit to an art exhibition at a museum.
The research, conducted over a period of two years in a museum of contemporary art, uses a multimethod methodology. This methodology combines a naturalistic inquiry approach involving
participant observation and in-depth interviews with a large scale survey of museum goers. The
research tries to answer the following questions: how do lovers of art go about appreciating art
objects presented during an exhibition ? What are the main dimensions involved in the aesthetic
experience ? What are the motivations underlying a visit to an art museum ? How does one become
socialized into museum going ? Some of the answers to these questions suggest that the
"consumption" of art is an extremely complex phenomenon. Some visitors appear to be extremely
cerebral in their appreciation of art while others are more emotional. Other aspects of this research
suggest that in the area of contemporary art, there is some confusion regarding the standards used
for evaluating this art; that for many visitors a museum is a sacred place wich demands a praticular
kind of behavior. Finally, this research suggests that for many visitors, childhood socialization into
museum going is an important determinant in subsequent museum visiting as an adult.
The research also profiles the museum clientele. It includes a description of the general behavior of
visitors towards art as well as some socioeconomic characteristics. The paper concludes with a
discussion of some preliminary marketing implications of the study for the management of art
exhibitions and of art museums. In addition, a brief description of further analysis to be undertaken
is presented.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, VARIABLES AFFECTIVES, MUSÉES,
CONSUMER BEHAVIOR, DECISION-MAKING
67.
PROCESS,
AFFECTIVE
VARIABLES,
MUSEUMS,
DUHAIME, C.P; TRUDEAU, S. "La clientèle des musées d'art: une revue de littérature". Cahier
de recherche-HEC Montréal. Rapport no-R-88-03; 1988/03/21.
Cet article présente une revue de littérature sur la clientèle des musées et galeries d’art. La majeure
partie des recherches examinées étudient le profil socio-démographique des visiteurs de musée;
quelques études vont plus loin et examinent les attitudes, les intérêts, les motivations et le
comportement des visiteurs et des non-visiteurs de musée. Les résultats sont généralement
semblables et révèlent un profil "élitiste" de la clientèle. Les visiteurs de musée tendent à avoir un
niveau de scolarité élevé, un revenu élevé et une occupation prestigieuse. Il y a une probabilité
élevée qu’ils soient jeunes, femmes et qu’ils vivent en ville. S’ils vivent au Canada, ils parlent
probablement l’anglais plutôt que le français. Les visiteurs sont souvent accompagnés et ils sont
généralement plus intéressés par les expositions spéciales que par les collections permanentes. La
plupart des visiteurs sont motivés par des raisons d’éducation, d’enrichissement personnel, de
relaxation et des raisons sociales. Les non-visiteurs évitent les musées parce qu’ils ne s’y sentent
pas à l’aise et parce que leurs attentes n’y sont pas satisfaites. Les gens qui ont des attitudes
négatives vis-à-vis des musées les trouvent monotones, déroutants, peu confortables, peu invitants
et situés trop loin. Les visiteurs se tiennent au courant des expositions surtout par le bouche-àoreille, les écoles, les brochures artistiques et les articles dans les revues et les journaux. Les études
examinées présentent plusieurs faiblesses qui sont discutées dans cet article. On y présente aussi
des avenues de recherches futures.
COMPORTEMENT
DU
CONSOMMATEUR,
CARACTÉRISTIQUES
MOTIVATIONS, MUSÉES, REVUE DE LITTÉRATURE, CANADA.
CONSUMER BEHAVIOR, SOCIODEMOGRAPHIC
LITERATURE REVIEW, CANADA.
68.
CHARACTERISTICS,
SOCIO-DÉMOGRAPHIQUES,
MOTIVATIONS,
MUSEUMS,
DUPIN, Catherine. "The Video Market in France: Economics of A New Media". Journal of
Cultural Economics. Vol. 12, no 1, 1988, pp. 87-96.
L'auteur présente un état du marché ponctuel du magnétoscope en France, de l'offre présente dans
les clubs vidéo et des tendances générales de la compétition. Elle souligne la nécessité de
poursuivre des recherches dans ce domaine et en particulier sur la demande pour ce genre de
medium.
MARCHÉ, ÉTAT DU MARCHÉ, VIDÉO, RECHERCHE-EMPIRIQUE, FRANCE.
MARKET, STATE OF THE MARKET, VIDEO, EMPIRICAL-RESEARCH, FRANCE.
69.
DURAND, Richard; TAYLOR, James L. "Magazine and Television Exposure Patterns of the
Elderly". Developments in Marketing Science. Proceedings of the Academy of Marketing Science.
Vol. 2, 1979, pp. 363. Reprinted by permission of The Academy of Marketing Science. All Rights
Reserved.
Magazine and television exposure patterns were examined via a national probability sample of
6,056 respondents, of wich 864 were 65 years of age or older. Results indicate that public policy
makers and social institutions offering programs to the elderly should concentrate on specific
vehicles in their efforts to communicate with this growing segments of citizens.
MARCHÉ, SEGMENTATION, PERSONNES ÂGÉES, TV, MAGAZINES, RECHERCHE-EMPIRIQUE, ÉTATSUNIS.
MARKET, SEGMENTATION, ELDELRY PEOPLE, TV, MAGAZINES, EMPIRICAL-RESEARCH, US.
70.
ELIASHBERG, Jehoshua; SAWHNEY, Mohanbir S. "Modeling goes to Hollywood: Predicting
Individual Differences in Movie Enjoyment". Management Science. Vol. 40, iss 9, september 1994,
pp. 1151-1173. Copyright 1997 by UMI Company. All Rights Reserved.
Consumer behavior researchers are becoming more interested in the experiential aspect of
consumption, which focuses on the fun and enjoyment that consumers derive from hedonic
experiences. An innovative modeling approach to studying the dynamics of hedonic consumption
experiences is presented. A conceptual framework for the enjoyment of a hedonic experience is
developed, in which it is proposed that the enjoyment of an experience is an outcome of the
dynamic interaction between stable individual difference factors, temporary moods, and the
emotional content of the experience. An application of the conceptual framework in the context of
a movie viewing experience is presented.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS
INDUSTRIE DU CINÉMA, RECHERCHE-THÉORIQUE.
DE
DÉCISION,
RÉPONSES
AFFECTIVES,
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, AFFECTIVE RESPONSES, MOVIE INDUSTRY,
THEORETICAL-RESEARCH.
71.
EVANS, G. "Arts and Cultural Tourism in Europe". Deuxième Conférence Internationale sur la
Gestion des arts. Groupe HEC. Jouy-en–Josas, 23 au 25 Juin 1993. Copyright © (1993, Evans, G)
Cultural Tourism has become a major growth area of the European arts and tourism industries. The
European Community has identified cultural tourism as a means of improving the socio-economic,
seasonal and geographic spread of arts-related tourism, and as means of promoting cultural
integration. Arts managers and tourism promoters have, however, until recently failed to coordinate their programming and promotional activities and have not understood each other's need,
although their markets increasingly coincide.
This paper provides an initial assessment of definitions, state policies and the scope of arts
&cultural tourism in Europe, and the results of initial audience and visitor surveys undertaken in
nine EC Member countries. These provide a first profile of cultural tourists in relation to museum,
heritage, performing and visual arts consumption.
MARCHÉ, DEMANDE, LIEN ENTRE TOURISME ET PRATIQUES CULTURELLES, ARTS/TOURISME,
RECHERCHE-SONDAGE, EUROPE.
MARKET, DEMANDE, RELATION BETWEEN TOURISM AND ARTS, ARTS/TOURISM, SURVEY-RESEARCH,
EUROPE.
72.
EVRARD, Yves; AURIER, Phillipe. "Identification and Validation of the Person-Object
Relationship". Journal of Business Research. Vol. 37, no 2, oct 1996, pp. 127-134. Copyright 1997
by UMI Company. All Rights Reserved.
A study identifies the components of the person-object relationship. The main dimensions of the
durable relationship that results from the interaction between a consumer and a product or service
through cumulative consumption experiences are integrated into a structural model. The conceptual
framework includes several theoretical domains: the functions of consumption, involvement, the
experiential approach of consumption, and consumer satisfaction. An empirical example focusing
on movie consumption is presented.
COMPORTEMENT DU CONSOMMATEUR, INDIVIDU-PRODUIT-SITUATION, DÉVELOPPEMENT D'UN
MODÈLE STRUCTUREL, INDUSTRIE DU CINÉMA, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOR, PERSON-OBJECT-SITUATION RELATIONSHIP,
STRUCTURAL MODEL, MOVIES INDUSTRY, THEORETICAL-RESEARCH.
73.
DEVELOPMENT
OF
A
EVRARD, Yves; AURIER, Phillipe. "La relation au cinéma: une comparaison salle/télévision".
Troisième Conférence Internationale sur la gestion des arts. London, July, 1995, pp. 25 à 36.
Copyright © (1995, Evrard, Yves; Aurier, Phillipe) Reprinted by permission of AIMAC. All Rights
Reserved.
La relation de complémentarité (la télévision est un autre mode de diffusion des films) ou de
concurrence (la télévision vide les salles) qui existe entre salle de cinéma et télévision fait l'objet de
nombreux débats dans les professions de l'audiovisuel. L'objet de cette communication est, après
avoir rappelé les principaux enjeux de ce débat, de présenter les résultats d'une recherche sur le
vécu de l'expérience cinématographique et sur les comportements déclarés selon que la réception a
lieu en salle ou au domicile. Cette comparaison porte sur différentes composantes de la "relation au
cinéma", identifiées dans des recherches précédentes, telles que: le niveau d'implication, les aspects
affectifs de l'expérience de consommation (valeur hédonique, stimulation); les dimensions
symboliques et sociales de la consommation (effet de signe, sociabilité); les activités cognitives
associées à la consommation (recherche d'informations, expertise subjective); l'évaluation globale
de la consommation (satisfaction).
COMPORTEMENT DU CONSOMMATEUR, INDIVIDU-PRODUIT-SITUATION, COMPLÉMENTARITÉ OU
SUBSTITUTION DES FILMS EN SALLES OU À LA TV, INDUSTRIE DU CINÉMA, TV, RECHERCHEEMPIRIQUE, FRANCE.
CONSUMER BEHAVIOR, INDIVIDUAL-PRODUCT-SITUATION, COMPLEMENTARITY OR SUBSTITUTION
BETWEEN MOVIES AND TV, MOVIES INDUSTRY, EMPIRICAL-RESEARCH, FRANCE.
74.
EVRARD, Y. "Les consommations culturelles : concepts et méthodologies". Thèse de doctorat:
Sciences de la gestion. Université de Paris 09. UFR Sciences des organisations, 1993.
Après une réflexion sur la délimitation des frontières du domaine culturel, la première partie est
consacrée à l'identification des caractéristiques spécifiques des biens culturels (produits et services)
et à l'analyse des conséquences de ces spécificités sur le management des entreprises et
organisations qui interviennent dans le secteur artistique et culturel et en particulier sur l'exercice
de la fonction marketing. L'objet des travaux présentés dans la deuxième partie est de contribuer,
dans le cadre de la théorie du comportement du consommateur, à une meilleure compréhension des
déterminants des consommations culturelles ainsi que de leurs processus de choix et d'évaluation.
Dans le contexte de recherches portant essentiellement sur les médias (presse, télévision, radio) les
supports éléctroniques de réception et de lecture, on a en particulier identifié les dimensions et
analysé les structures de la «relation à l'usage».
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, STRUCTURE ET
L'USAGE", MÉDIAS, RECHERCHE-THÉORIQUE.
CONSUMER
RESEARCH.
75.
BEHAVIOR,
DECISION-MAKING
PROCESS,
STRUCTURE,
MEDIA,
"RELATION À
THEORETICAL-
EVRARD, Y. "Culture et marketing: incompatibilité ou réconciliation ?". Première Conférence
Internationale sur la gestion des arts. École des HEC Montréal, du 22 au 24 Août 1991, pp. 37-50.
Copyright © (1992, École des Hautes Études Commerciales (HEC), Montréal) Reprinted by
Le point de vue de cette communication est que ni ange ni bête, ni deus ex machina ni Protée, le
marketing est plus simplement la fonction de médiation entre l'offre et la demande; son rôle au sein
de l'entreprise est de traiter des rapports avec le public (ou plutôt des publics: en aval, les
consommateurs; en amont, les financeurs qu'il s'agisse des pouvoirs publics-État et collectivités
locales-ou des entreprises, mécènes ou «sponsors»).
76.
EVRARD, Yves; TISSIER-DESBORDES, Elizabeth. "Les systèmes de valeurs et les lectures
dans la famille". 12e séminaire international de recherche en marketing. Recherches sur la
communication et la promotion. La Londe-Les-Maures. 29 au 31 Mai 1985. Tome 2, pp. 29-47.
Cette communication se situe dans le courant des recherches sur les relations entre variables socioculturelles et consommation. On présente l'application d'un système de variables: la classification
des valeurs de Rokeach. Les relations entre ces variables et une consommation particulière (la
lecture des magazines) sont analysées. On observe que les liens sont globalement faibles, mais que
l'analyse directe est préférable au passage par la typologie. Au sein de la famille (relation mèrefille) on observe une liaison significative des consommations (lectures) mais pas de relation entre
valeurs culturelles.
COMPORTEMENT DU CONSOMMATEUR, LIEN ENTRE VALEUR ET CONSOMMATION, FAMILLE,
LECTURE, RECHERCHE-EMPIRIQUE, FRANCE.
CONSUMER BEHAVIOR, RELATION BETWEEN FAMILY VALUES AND CONSUMPTION, FAMILY,
READING, EMPIRICAL-RESEARCH, FRANCE.
77.
FELSON, Marcus. "Unobtrusive Indicators of Cultural Change". American Behavioral Scientist.
Vol. 26, no 4, march/april 1983, pp. 534-542. Copyright © (1983, Sage Publications) Reprinted by
permission of Sage Publications, Inc. All Rights Reserved.
Gleaning information from diverse available data sets, Felson suggests ways in wich numerous
different sorts of time-series data sets can be used to identify cultural change and continuity. The
proposed indicators include musical instruments, several types of clothing, sporting goods, drugs,
garbage, telephones and magazines.
MARCHÉ, SEGMENTATION, CONSTRUCTION D'INDICATEURS MACRO-SOCIOÉCONOMIQUE, ARTS,
MARKET, SEGMENTATION, MACRO-SOCIOECONOMIC INDICATORS, ARTS, EMPIRICAL-RESEARCH, US.
78.
FELTON, Marianne Victorius. "Major Influences on the Demand for Opera tickets". Journal of
Cultural Economics. Vol. 13, no 1, June 1989, pp. 53-64.
L'auteur développe un modèle général de la demande pour l'opéra; ce modèle tient compte: du prix
moyen d'un ticket pour un spectacle, du revenu per capita en fonction de son appartenance
géographique, du taux de chômage de cette région, du nombre de spectacles offerts, de la
popularité des spectacles et des dépenses marketing. Elle compare ensuite les résultats obtenus avec
les résultats réels et tire des conclusions pour la gestion du prix.
MARCHÉ, DEMANDE, MODÈLE DE PRÉVISION, OPÉRA, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, DEMAND, FORECAST MODEL, OPERA, EMPIRICAL-RESEARCH, US.
79.
FERNANDEZ-BLANCO, Victor; PRIETO-RODRIGUEZ, Juan. "Individual Choice and
Cultural Consumption in Spain". Quatrième Conférence Internationale sur le management des arts
et de la culture. June 29-July 1997, Golden Gate University, San-Francisco, pp.193-204. Copyright
© (1997, Fernandez-Blanco, Victor ; Prieto-Rodriguez, Juan) Reprinted by permission of AIMAC.
In this paper we analyze the consumption of cultural goods in Spain and the Spanish consumers'
attitude to culture. In particular, we try to give answer to certain questions : what kind of cultural
goods are consumed in Spain, who are their consumers, what is their consumption frequency and
how do personal, social and economic characteristics of Spanish people affect this consumption.
We apply a multinomial ordered probit model to analyze the consumption of cinema and museums,
using data from Structure, Conscience and Class Biography Survey (1991), and we find the profile
of the average consumer of these goods.
MODÈLE ÉCONOMIQUE DE CONSOMMATION CULTURELLE, ARTS, RECHERCHE-EMPIRIQUE, ESPAGNE.
ECONOMIC MODEL OF CULTURAL CONSUMPTION, ARTS, EMPIRICAL-RESEARCH, SPAIN.
80.
FINN, Adam; McFAYDEN, Stuart; HOSKINS, Colins. "Le développement de nouveaux
produits dans les industries culturelles". Recherches et Applications en Marketing. Vol. 10, no 4,
1995, pp. 47-63. Copyright © (1995, Les Presses Universitaires de Grenoble). Tous droits réservés.
Il fut un temps où les organisations relevant des industries culturelles étaient relativement à l'abri
de la compétition internationale du marché en raison des barrières linguistiques et règlementaires,
ainsi que des subventions gouvernementales. En conséquence, elles pouvaient se permettre de se
concentrer sur des intérêts artistiques et créatifs. Mais si les industries culturelles étant maintenant,
dans la plupart des pays, ouvertes à la concurrence internationale, leurs ressources doivent, de plus
en plus, être affectées aux nouveaux produits pour lesquels il existe une demande significative du
marché, ou pour lesquels la demande peut être encouragée grâce à des activités créatives de
marketing. L'amélioration des taux de succès des produits développés par les organisations
culturelles peut contribuer de façon importante à fournir aux consommateurs un environnement
culturel plus riche. C'est la raison pour laquelle cet article étudie la littérature de recherche de
langue anglaise concernant le développement de nouveaux produits, en s'intéressant plus
particulièrement aux aspects concernant les producteurs d'industrie culturelle en provenance des
plus petits marchés, comme le Canada.
PRODUIT, ÉLABORATION DE NOUVEAUX PRODUITS, INDUSTRIES CULTURELLES, REVUE DE
LITTÉRATURE.
PRODUCT, NEW PRODUCTS DEVELOPMENT, CULTURAL INDUSTRIES, LITERATURE REVIEW.
81.
FITZHUGH, Lynne. "An Analysis of Audience Studies for the Performing Arts in America: Part
I. The Audience Profile". Journal of Arts Management. Vol 13, no 2, 1983, pp. 48-83.
L'auteur réalise une étude socio-démographique du public des arts d'interprétation aux États-Unis.
Elle présente aussi brièvement d'autres types de descripteurs, et finalement dégage les différences
et similarités des publics pour chaque forme d'art.
MARCHÉ, DEMANDE, CARACTÉRISTIQUES
ARTS
DE
LA
SCÈNE,
MARKET, DEMAND, SOCIODEMOGRAPHIC CHARACTERISTICS, PERFORMING ARTS, EMPIRICALRESEARCH, US.
82.
FITZHUGH, Lynne. "An Analysis of Audience Studies for the Performing Arts in America: Part
II. Market Behavior". Journal of Arts Management.Vol 13, no 3, 1983, pp. 5-29.
L'auteur présente dans cette seconde partie certains facteurs du macro-environnement (politique,
économie, technologie, démographie, société) et montre comment la gestion du marketing-mix
(d'après des données empiriques) joue un rôle crucial dans le succès de certaines performances.
Elle plaide finalement en faveur de davantage de recherches dans ce domaine du marketing.
MARCHÉ, FACTEURS ENVIRONEMENTAUX, MARKETING-MIX, ARTS DE LA SCÈNE, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
MARKET, ENVIRONMENTAL
RESEARCH, US.
83.
FACTORS,
MARKETING-MIX,
PERFORMING-ARTS,
EMPIRICAL-
FOURNIER, C; GAREL,G. "La mesure de l'audience de la télévision". Papier de recherche no
1992-1 G-COM 1992. Patronné par France. Institut d'administration des entreprises. Centre de
recherche en gestion des organisations. CREGO Montpellier.
La notion d'audience est un concept extrêmement flou, dont la définition est en partie dictée par les
technologies disponibles pour réaliser sa mesure. Il faut donc convenir en premier lieu d'une
définition de l'audience (découlant des technologies disponibles) et en second lieu, mettre en œuvre
un outil qui permettra de mesurer correctement l'audience retenue. Les différentes techniques et
notions d'audience successivement utilisées en France sont exposées ainsi que leurs avantages et
limites.
MARCHÉ, DEMANDE, DÉFINITION DU CONCEPT D'AUDITOIRE, ARTS, RECHERCHE-THÉORIQUE.
MARKET, DEMAND, DEFINITION OF THE "AUDIENCE" CONCEPT, ARTS, THEORETICAL-RESEARCH.
84.
FREY, Bruno; EICHENBERGER, Reiner. "On the Rate of Return in the Arts Market: Survey
and Evaluation". European Economic Review. Vol. 39, iss 3-4, april 1995, pp. 528-537. Copyright
Existing estimates of rates of return on single art objects and whole collections are surveyed and
critically evaluated. The psychic benefits from art are derived from the difference to financial
returns on other markets. Determinants of psychic benefits are discussed, and rental fees and
willingness to pay studies as a possible way to analyze and estimate the psychic benefits from art
are suggested. The question of why a market revealing 'pure' psychic benefits from art (renting art)
is absent. The arguments normally offered are not convincing: the cost of transaction are not higher
than in other rental markets, and the risk of lending can be covered by appropriate insurance and
securities. It is submitted that the reason might be sought in the property rights and a corresponding
ownership effect. An art object yields additional benefits if it is owned because the object's aura is
appropriated.
VALEUR ÉCONOMIQUE, TAUX DE REVIENT, BÉNÉFICES PSYCHOLOGIQUES, OBJETS D'ART.
ECONOMIC VALUE, RATE OF RETURN, PSYCHIC BENEFITS, ARTS OBJECTS.
85.
FREY, Bruno. "Cultural Economics and Museum Behavior". Scottish Journal of Political
Economy". Vol. 41, no 3, august 1994, pp. 325-335. Copyright 1997 by UMI Company. All Rights
Reserved.
An analysis attempts to gain insight into why art museums keep a substantial share of their
holdings hidden in storage rooms, why and how museums act in a restricted sphere, and what could
be done to overcome this situation. The analysis shows that the decisive explanation of this
behavior is that the museum directorate has no incentive to sell its holdings in storage. The museum
directorate's behavior can be changed only if the institutional arrangements that distort the
incentive in the direction of accumulating but not selling paintings are rectified. This can be done
by: 1. making museums more independent and, if not fully privatized, subject to only a very
general governmental supervision, and 2. basing the government subsidy to art museums on the
social value produced. Among the changes to be considered by a directorate that will raise a
museum's revenue are greater flexibility with respect to visitors' entry and additional income
sources.
PRODUIT, ÉLABORATION DE NOUVEAUX PRODUITS, MUSÉES.
PRODUCT, NEW PRODUCTS DEVELOPMENT, MUSEUMS.
86.
GAINER, Brenda. "Parental Attitude Toward the Arts, Arts Education and Children’s Exposure to
the Arts". Troisième Conférence Internationale sur la gestion des arts. London, July, 1995, pp.
109-121. Copyright © (1995, Gainer, Brenda) Reprinted by permission of AIMAC. All Rights
Reserved.
This paper examines parental attitudes toward the arts, arts education and exposure to the arts for
children. A qualitative methodology was used to explore the meaning of the arts, as well as
attitudes towards child development and the goal of educational activities. Three themes emerged
from the data that are explored in this study: the arts and gender, the arts and "getting ahead" in the
workplace, and the arts and social status. The implications of these findings for arts managers are
discussed, particularly with regard to repositioning the arts and adopting a segmentation scheme
based on attitudinal differences.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ATTITUDE DES PARENTS
POUR LA CONSOMMATION CULTURELLE ET SES BÉNÉFICES, ARTS, RECHERCHE-EMPIRIQUE,
CANADA.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, PARENTAL ATTITUDE FOR CULTURAL CONSUMPTION
AND ITS BENEFITS, EMPIRICAL-RESEARCH, CANADA.
87.
GAINER, Brenda. "Ritual Relationships: Interpersonal Influences on Shared Consumption".
Journal of Business Research.. Vol. 32, no 3, march 1995, pp. 253-260. Copyright 1997 by UMI
A study examines the symbolic meaning associated with participation in shared consumption
rituals in terms of developing and maintaining social relationships among buyers. Ten depth
interviews with consumers of the live performing arts are used to explore the social context of this
particular form of shared consumption. The study concludes that common participation in shared
consumption rituals, even if not performed face-to-face, can be used actively to manage the social
relationships that bind consumers together in small worlds. The major managerial implication of
this finding is that the knowledge that one will share a consumption experience with friends and
acquaintances affects brand choice. Other managerial implications with respect to target markets
and positioning strategies for products that are consumed jointly are discussed, as well as directions
for further research on relational influence in a variety of product markets.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, BÉNÉFICES RECHERCHÉS,
ARTS DE LA SCÈNE, RECHERCHE-EMPIRIQUE.
CONSUMER BEHAVIOUR,
EMPIRICAL-RESEARCH.
88.
BEHAVIOUR VARIABLES, BENEFITS SOUGHT, PERFORMING ARTS,
GAINER, Brenda. "The Importance of Gender to Arts Marketing". Journal of Arts Management,
Law and Society Vol 23, no 3, 1993, pp. 240-251.
L'auteur montre l'importance du genre dans la consommation culturelle. Elle expose notamment les
théories comportementales et les théories de la personnalité sur le sujet et décrit comment celles-ci
peuvent être utiles pour le gestionnaire du marketing.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, CARACTÉRISTIQUES
PSYCHOGRAPHIQUES ET DÉMOGRAPHIQUES, ARTS, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES,
CHARACTERISTICS, ARTS, THEORETICAL-RESEARCH.
89.
PSYCHOGRAPHIC
AND
DEMOGRAPHIC
GAINER, Brenda. "The Impact of Gender on Marketing the Arts". Deuxième Conférence
Internationale sur le management des arts et de la culture. 23 au 25 Juin 1993. Groupe HEC, Jouyen –Josas. Copyright © (1993, Gainer, Brenda) Reprinted by permission of AIMAC. All Rights
Reserved.
This paper examines the reasons that more women than men attend the performing arts, and attend
more often than men. Previous research indicates that both the psychological traits associated with
feminine gender identity, and the different levels of exposure to the arts that girls receive compared
to boys, lead to the development of higher levels of involvement with the performing arts and more
frequent arts attendance. The implications of these findings for repositioning the arts to male adults
and children, and segmenting arts markets on the basis of gender are discussed, as well as the
importance of recognizing the impact of social norms and cultural values on arts marketing.
COMPORTEMENT DU CONSOMMATEUR, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, EFFET DU
GENRE SUR LA CONSOMMATION CULTURELLE, ARTS, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOR, SOCIODEMOGRAPHIC CHARACTERISTICS, IMPACT OF GENDER ON CULTURAL
CONSUMPTION, THEORETICAL-RESEARCH.
90.
GAINER, Brenda. "An Empirical Investigation of the Role of Involvement with a Gendered
Product". Psychology and Marketing. Vol. 10, no 4, pp. 265-283. Copyright © (1993, John Wiley
& Sons, Inc.) Reprinted by permission of John Wiley & Sons, Inc. All Rights Reserved.
This article examines the role of involvement as an intermediate step between sex or feminine
gender identity, and the frequency of arts attendance. A series of hypotheses concerning the
significance of the relationships among the above constructs was developed, and data were
collected from a sample of arts-goers with wich to estimate a path model. The results of the
analysis showed that sex and feminine gender indentity do not affect attendance directly, but rather
indirectly through the involvement construct. Moreover, while feminine gender identity has a direct
effect on involvement with the arts, sex affects involvement indirectly as a result of childhood
experience.
COMPORTEMENT DU CONSOMMATEUR, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, RELATIONS
ENTRE LE GENRE ET LA CONSOMMATION CULTURELLE, RECHERCHE-EMPIRIQUE, CANADA.
CONSUMER BEHAVIOR, SOCIODEMOGRAPHIC CHARACTERISTICS, RELATIONS BETWEEN GENDER
AND CULTURAL CONSUMPTION, EMPIRICAL-RESEARCH, CANADA.
91.
GAINER, Brenda. "The Business of High Culture: Marketing the Performing Arts in Canada".
Service Industries Journal. Vol. 9, no 4, 1989, pp. 143-161. Copyright 1997 by UMI Company. All
Rights Reserved.
Despite government funding and increasing support from corporations and private sponsors,
audiences for 'high culture' in Canada show signs of declining. Although art marketers are using
increasingly sophisticated computer technology and expensive advertising channels to attract
customers, they are unable to stop the overall decline in either subscriber or single ticket sales.
Statistics for the Toronto, Ontario, market were compiled from Council for Business and the Arts in
Canada reports. An analysis of the evolution of the Toronto arts market suggests that, contrary to
the belief of most arts managers, competition among arts companies is intensifying. Arts managers
must now move beyond advertising strategies suitable for a growth market and adopt competitive
strategies designed to build market share at the expense of competitors. Arts marketers must adopt
a long-term strategic marketing perspective based on solid empirical data and analytical techniques
that incorporate customer and competitor perspectives into their approach to the market.
MARCHÉ, CONCURRENCE, ÉTAT DE LA DEMANDE, PRATIQUES MARKETING, ARTS, RECHERCHEEMPIRIQUE, CANADA.
MARKET, COMPETITION, DEMAND, MARKETING PRACTICES, ARTS, EMPIRICAL-RESEARCH, CANADA.
92.
GAIO, Ana Isabel. "Sources of Information that influences the Process of Programme DecisionMaking". Deuxième Conférence Internationale sur le management des arts et de la culture. 23-25
Juin 1993. Groupe HEC Jouy-en-Josas. Copyright © (1993, Gaio, Ana Isabel) Reprinted by
It is the purpose of this paper to examine the sources of information that influence organizational
decision-making as to the process of programming for an artistic organization. The drawing up of
an artistic programme involves a comprehensive understanding of its structure, as the information
inputs that enter the process of programme decision-making are greatly varied in nature. So, if the
aesthetic "capital" of a programme can be said to play an essential role in its genesis, already where
the organization is concerned, programming involves pondering about institutional issues so that
the artistic programme effectively concurs with the organization's objectives. The type of
organization observed is an arts centre –the London based Barbican Centre- and therefore any
illustrative examples relevant to our discussion will be drawn from the Barbican programme.
MANAGEMENT, ARTS, RECHERCHE-THÉORIQUE.
MANAGEMENT, ARTS, THEORETICAL-RESEARCH.
93.
GAPINSKI, James H; "What Price Patronage Lost. A View From the Input Side". Journal of
Cultural Economics. Vol. 3, no 1, june 1979, pp. 62-72.
L’auteur analyse empiriquement l’impact d’une réduction des commandites à l’aide d’une fonction
de production transcendentale dans les organisations artistiques à but non lucratif. Il évalue
notamment les incidences de cette baisse sur la capacité d’emploi et de production.
PROMOTION, COMMANDITE, IMPACT D'UNE RÉDUCTION DES COMMANDITES, ARTS, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
PROMOTION, PATRONAGE, IMPACT OF SPONSORSHIP DECREASE, ARTS, EMPIRICAL-RESEARCH, US.
94.
GAPINSKI, James H. "Tourism's Contribution to the Demand for London’s GA Lively Arts".
Applied Economics. Vol. 20, no 7, jul 1988, pp. 957-968. Copyright 1997 by UMI Company. All
Rights Reserved.
A formal demand model is used to investigate how much of the attendance at London's lively arts
comes from tourism. The model distinguishes resident demand from tourist demand. Data consist
of time series on 13 individual lively arts companies, and accordingly, the estimation method
allows for autocorrelation and heteroskedasticity. The results show that tourism is a major factor in
the demand for London's lively arts. The estimation indicates that, consonant with time-allocation
logic, tourist demand depends importantly on the income while resident demand does not. Tourists,
whose arts participation rate averages only 8%, account for 65% of the attendance, and the
elasticity measuring the attendance response to tourism equals 0.645. The estimate may actually be
conservative because it ignores the cascading effect of tourist expenditure. Tourist spending
bolsters resident income, thus heightening resident demand. A portion of attendance attributed to
residents is rooted in tourist activity.
MARCHÉ, DEMANDE, INFLUENCE DU TOURISME DANS LA DEMANDE POUR L’ART, ARTS,
MARKET, DEMAND, TOURISM INFLUENCE FOR THE ARTS DEMAND, ARTS, THEORETICAL-RESEARCH.
95.
GAPINSKI, James H. "The Lively Arts as Substitutes for the Lively Arts". American Economic
Review. Vol. 76, no 2, may 1986, pp. 20-25. Copyright 1997 by UMI Company. All Rights
Reserved.
While the idea that the price of substitutes serves as a determinant of lively arts demand is not new,
the idea that the lively arts are substitutes for themselves has not been investigated. A 6-equation
model is developed and tested using London data covering the 12 financial years from 1971-1972
to 1982-1983. Thirteen companies, belonging to 4 art forms (theater, opera, symphony, and dance),
are considered. The results relate to several possibilities for increasing attendance and the
associated box-office revenue. For instance, the price inelasticity of demand, characteristic of all 13
companies, indicates that revenues can be increased by increasing price. While attendance
necessarily declines in the process, because companies are price interdependent, one company's
loss is partly another's gain, and with the gain comes increased revenue. Another possibility derives
from the unresponsiveness of attendance to income. This insensitivity reflects the arts consumer's
sensitivity to the use of time and indicates that reducing time cost would push attendance and
revenue upwards.
PRIX, ÉLASTICITÉ-PRIX, SUBSTITUTION D’UNE CONSOMMATION AU PROFIT D’UNE AUTRE LORS
D’UNE HAUSSE DE PRIX, ARTS DE LA SCÈNE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
PRICE, ELASTICITY, SUBSTITUTION FROM ONE FORM OF ART TO ANOTHER DURING A PRICE
INCREASE, PERFORMING ARTS, EMPIRICAL-RESEARCH, US.
96.
GAPINSKI, James H. "Economics, Demographics and Attendance at the Symphony". Journal of
Cultural Economics. Vol. 5, no 2, dec 1981, pp. 79-84.
Dans la lignée de Baumol et Bowen, l'auteur présente un modèle économique de l'offre de
spectacles produits par une organisation artistique. Il déduit que la demande est fortement liée à la
densité, puis au revenu, à l'éducation et à l'âge.
COMPORTEMENT DU CONSOMMATEUR, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, MODÈLE
ÉCONOMIQUE QUI FAIT LE LIEN ENTRE LES CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES ET LA
PARTICIPATION AUX ARTS, ARTS, RECHERCHE-EMPIRIQUE.
CONSUMER BEHAVIOR, SOCIODEMOGRAPHIC CHARACTERISTICS, ECONOMICS MODEL THAT
RELATES SOCIODEMOGRAPHIC CHARACTERISTICS AND PARTICIPATION TO THE ARTS, EMPIRICALRESEARCH.
97.
GARDINER, Caroline; COLLINS, Martin. "Practical Guide to Better Audience Surveys".
Journal of the Market Research Society. Vol. 34, no 4, oct 1992, pp. 289-297. Copyright 1997 by
A practical guide to better audience surveys stresses that research for the arts must be actionable
and acted upon and be conducted in a professional manner. The experience of the Department of
Arts Policy and Management at the City University (UK) in carrying out audience research for
theaters, concert halls, museums, and galleries is incorporated. Whether an interview or a self-
completion approach is used, the critical factor is that it be short, simple, and unambiguous. Topics
should be included only when it is clear that the information is likely to be used. Quality does
matter and useful research will involve the use of resources. Investment in well-designed and tested
questions will be worthwhile. The research must take into account variables likely to be associated
with variations in audience profiles. If adequate resources cannot be devoted to the research
process, especially in the stage of data analysis, it is best not begun.
98.
GEOFFREY Jones. "The Gramophone Company: An Anglo-American Multinational, 18981931". Business History Review. Vol. 59, spring 1985, pp. 76-100.
L’auteur retrace l’histoire de la compagnie Gramophone –une multinationale britannique à ses
débuts- entre 1898 et 1931. Il réalise une description de son évolution dans le contexte général de
l’expansion des multinationales britanniques. Il s’intéresse plus particulièrement aux liens
spécifiques avec la compagnie américaine “Victor”, liens qui reflètent la nature restrictive des
accorts internationaux de l’époque susceptibles d’affecter les dynamiques de croissance.
UTILISATION DE PRATIQUES MARKETING, INDUSTRIE DU DISQUE, ÉTUDE DE CAS, ROYAUME-UNI.
USE OF MARKETING PRACTICES, RECORD INDUSTRY, CASE STUDIES, UK.
99.
GERARD-VARET, Louis-André. "On Pricing the Priceless: Comments on the Economics of the
Visual Art Market". European Economic Review. Vol. 39, no 3-4, april 1995, pp. 509-518.
According to artists or connoisseurs, spontaneity is the main feature of behavior in the arts,
something which will always defy any rational explanation. The position is deeply rooted in a
philosophical tradition relating arts to pleasure and imagination. However, art objects have been
traded on markets for a long time. More important, the place attributed to an artist by contemporary
aesthetic judgment more or less depends upon markets. Different questions about art objects as
commodities, markets and prices, and the returns to art are considered, including comments on the
comparison of prices of paintings and stock-market fluctuations.
MARCHÉ, DEMANDE,
THÉORIQUE.
COMPORTEMENT
DU
CONSOMMATEUR,
OBJETS
D’ART,
RECHERCHE-
MARKET, DEMAND, CONSUMER BEHAVIOUR, ARTS OBJECTS, THEORETICAL-RESEARCH.
100. GINSBURG, Victor. JEANFILS, Jean-Phillipe. "Long-term Comovements in International
Markets for Paintings". European Economic Review. Vol. 39, no 3-4, april 1995, pp. 538-548.
A study examines steady-state relationships between prices for paintings obtained by 3 groups of
painters at public auctions in New York, London and Paris between 1962 and 1991. The analysis is
carried out by estimating vector autoregressive models, using the recent techniques developed by
Johansen (1990). The results show that the various markets move closely together and are led by
what happens to the group of European Great Masters, whose prices are not influenced by other
prices. The study also examines the relation between art and stock markets. It is found that there is
no long-run relation between these 2 assets, though in the short-run, financial markets do influence
art markets.
PRIX, FIXATION DES PRIX, MODÈLES ÉCONOMIQUES, OBJETS D’ART, RECHERCHE-THÉORIQUE.
PRICE, PRICE SETTING, ECONOMIC MODELS, ARTS OBJECTS, THEORETICAL-RESEARCH.
101. GLASSER, Gerald J; METZGER, Gale D. "Radio Usage By Blacks: an Update". Journal of
Advertising Research. Vol. 21, no 2, april 1981, pp. 47-50. Copyright © ( the Advertising Research
Foundation). All Rights Reserved.
A previous paper in this journal included a series of analyses of radio usage by blacks. The findings
provided answers to several questions about the medium exposure of the black population. This
report updates two sets of tabulations included in the earlier paper: 1) comparisons of radio usage
of blacks with that of whites. 2) Comparisons of radio usage among blacks, classified by several
demographic characteristics: sex, age, region, county size, household size, household income, and
educational level.
COMPORTEMENT DU CONSOMMATEUR, PROFIL SOCIO-DÉMOGRAPHIQUE, GROUPES ETHNIQUES,
RADIO, RECHERCHE EMPIRIQUE/SONDAGE, ÉTATS-UNIS.
CONSUMER BEHAVIOUR, SOCIO-DEMOGRAPHIC CHARACTERISTICS, ETHNIC GROUPS, RADIO,
EMPIRICAL-RESEARCH/SURVEY, US
102. GLASSER, Gerald J.; METZGER, Gale D. "Radio Usage by Blacks". Journal of Advertising
Research. Vol. 15, no 5, oct 1975, pp. 39-45. Copyright © (The Advertising Research Foundation).
Analysis of data from the 1973 and 1974 RADAR studies showed that there were some basic
differences in the radio usage patterns of blacks compared with whites. Blacks tended to have
higher radio usage levels. This heavier use of radio was particularly prevalent at nights and on
weekends, and much more of the usage was at home, rather than in automobiles or other places.
Finally, blacks used FM radio to a lesser degree than whites. Little variation was apparent from an
analysis of radio usage levels among blacks classified by demographics characteristics, wich in
itself was a significant finding. Young and middle-aged black adults tended to be the heaviest users
of radio. There was little , if any, variation among the radio usage levels of blacks in different
census regions, county size groups, household size groups, household income categories, or
educational classes. A substantial portion of black radio usage was accounted for by stations
primarely oriented to black programming. Use of such stations was, however, far from exclusive.
As was expected, blacks used PBO stations to a far greater extent than whites, but there were also
differences in the extent to wich blacks in various demographic groups used such stations.
Teenagers and young adults were the heaviest users. There was also a tendancy for blacks in more
urban areas and blacks in larger households to be heavy users. Upper income blacks were
somewhat litghter users. Other demographic variables tended to show little difference from one
group to the next.
COMPORTEMENT DU CONSOMMATEUR, PROFIL SOCIO-DÉMOGRAPHIQUE, GROUPES ETHNIQUES,
RADIO, RECHERCHE-EMPIRIQUE/SONDAGE, ÉTATS-UNIS.
CONSUMER BEHAVIOUR, SOCIO-DEMOGRAPHIC CHARACTERISTICS, ETHNIC GROUPS, RADIO,
EMPIRICAL-RESEARCH/SURVEY, US.
103. GLOBERMAN, Steven. "Price Awareness in the Performing Arts". Journal of Cultural
Economics. Vol. 2, no 2, 1978, pp. 27-42.
L'auteur met en évidence l'importance de la connaissance des prix dans le comportement d'achat ou
de participation aux spectacles. Il vérifie empiriquement l'hypothèse selon laquelle la distribution
de l'information sur les prix n'est pas uniforme dans la population et est susceptible d'influencer le
comportement.
PRIX, CONNAISSANCE DU PRIX DANS LA DÉCISION D'ACHAT, ARTS DE LA SCÈNE, RECHERCHEEMPIRIQUE, CANADA.
PRICE, PRICE AWARENESS IN PURCHASE DECISION, PERFORMING ARTS, EMPIRICAL-RESEARCH,
CANADA.
104. GLOBERMAN, Steven; BOOK, Sam H. "Consumption Efficiency and Spectator Attendance".
Journal of Cultural Economics. Vol. 1, no 1, june 1977, pp. 13-32.
S'inspirant de certaines caractéristiques de consommation générale auprès du segment le plus
éduqué de la population (plus le consommateur est éduqué, plus il est efficace dans sa
consommation, donc plus il augmente son revenu réel), l'auteur applique cette théorie sous la forme
d'une hypothèse similaire pour la consommation d'arts de la scène. Bien que des recherches
ultérieures devraient perfectionner ce modèle, il trouve que l'effet général de l'éducation dans la
consommation de produits artistiques est quantitativement comparable à celle qu'elle produit pour
les autres biens et services.
COMPORTEMENT DU CONSOMMATEUR, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, MODÈLE
ÉCONOMIQUE QUI EXPLORE LA RELATION ENTRE L’ÉDUCATION ET LA CONSOMMATION
CULTURELLE, RECHERCHE-EMPIRIQUE, CANADA.
CONSUMER BEHAVIOR, SOCIODEMOGRAPHIC CHARACTERISTICS, ECONOMIC MODEL THAT
EXPLORES THE RELATION BETWEEN EDUCATION AND CULTURAL CONSUMPTION, EMPIRICALRESEARCH, CANADA.
105. GOETZMANN, William N.; SPIEGEL, Matthew. "Private Value Components and the Winner’s
Curse in an Art Index". European Economic Review. Vol. 39, no 3-4, april 1995, pp. 549-555.
The question - does the private value component of art induce buyers to overpay for paintings? - is
used as a model of a type of winner's curse. Private values imply that prices depend upon the
potential number of bidders, a number which declines immediately following a sale. A modified
repeat sales regression allows for both temporal and private value returns to painting investments.
The temporal component represents the evolving capital appreciation of a painting through time.
The private value component originates from changes in the maximum private valuation through
time. Preliminary results of this return decomposition indicate that the private value return may be
significant and positive. Further implications of a private value return, including its possible
biassing effect upon the capital appreciation index resulting from the repeat sales regression, are
explored.
MODÈLE ÉCONOMIQUE POUR ÉVALUER LA VALEUR, PEINTURE, RECHERCHE-THÉORIQUE.
ECONOMIC MODEL TO ASSESS THE VALUE, PAINTINGS, THEORETICAL-RESEARCH.
106. GOETZMANN, William N. "Accounting for Taste: Art and the Financial Market Over Three
Centuries". American Economic Review. Vol. 83, no 5, dec 1993, pp. 1370-1376. Copyright 1997
by UMI Company. All Rights Reserved.
Transaction prices of paintings brought to market at least twice over the period 1715-1986 are used
to construct an art return index. The index allows a comparison of painting price movements to
stock-market fluctuations, and also an evaluation of the risk and return characteristics of art
investment. Evidence is found of a strong relationship between the demand for art and aggregate
financial wealth over the very long term, manifested by the fact that the art index and an index of
London Stock Exchange shares over the same period are highly correlated. This is interpreted as
evidence that the demand for art increases with the wealth of art collectors. This relationship
between art prices and wealth has further implications for art as an investment vehicle. While an art
buyer might expect that holding a collectible asset provides a hedge against the fluctuations of the
stock market, the opposite appears to be the case. Consequently, the risk and return characteristics
of a painting portfolio suggest that a risk-averse agent would typically not find art to be an
attractive purchase for investment purposes alone.
MARCHÉ, CONCURRENCE, THÉORIE ÉCONOMIQUE, OBJETS D’ART, RECHERCHE-EMPIRIQUE, EUROPE.
MARKET, COMPTETITION, ECONOMIC THEORY, ARTS OBJECTS, EMPIRICAL-RESEARCH, EUROPE.
107. GOUTERON, Jean-Pierre. "Vers une connaissance des émotions en situation d’achat, application
au marché du disque". Revue Française de Marketing. No 152, 1995/2, pp. 35-48.
COMPORTEMENT DES CONSOMMATEURS, PROCESSUS DE DÉCISION, PROCESSUS AFFECTIFS, DISQUE,
CONSUMER BEHAVIOUR, DECISION-MAKING PROCESS, AFFECTIVE PROCESS, RECORD, EMPIRICALRESEARCH, FRANCE.
108. GREENBERG, Marshall G; FRANK, Ronald E. "Leisure Lifestyles". American Behavioral
Scientist. Vol. 26, no 4, march/april 1983, pp. 439-458. Copyright © (1983, Sage Publications)
Reprinted by permission of Sage Publications, Inc. All Rights Reserved.
Using their own 1978 national survey sample, Greenberg and Frank describe the social and
demographic characteristics as well as the psychological needs and television viewing behaviors of
persons who exhibit each of 14 patterns of leisure activity isolated through factor analysis and
clustering techniques.
MARCHÉ, SEGMENTATION, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, ARTS, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, SOCIO-DÉMOGRAPHIC CHARACTERISTICS, ARTS, EMPIRICAL-RESEARCH,
US.
109. GREVE, Henrich R. "Patterns of Competition: The Diffusion of A Market Position in Radio
Broadcasting". Administrative Science Quarterly. Vol. 41, no 1, march 1996, pp. 29-60. Copyright
A study examines how existing organizations in an industry come to adopt a new market position
in a differentiated market. It is argued that the great uncertainty about the consequences of adopting
a different market position does not lead to unchanging positions, as often assumed, but instead
leads to mimetic adoption among organizations, as some organizations observe others adopting the
new position. Hypotheses developed from this argument are tested in an event history analysis of
the diffusion of a new music radio format. Results show that low organizational inertia, caused by
events such as a recent ownership or format change, strongly increases the likelihood of adoption,
while social proximity to prior adopters has a weaker effect. The results imply that organizational
populations can become more diverse through this type of organizational change.
MARCHÉ, POSITIONNEMENT,
THÉORIQUE.
DÉVELOPPEMENT
ORGANISATIONNEL,
RADIO,
RECHERCHE-
MARKET, POSITIONING, ORGANIZATIONAL DEVELOPMENT, RADIO, THEORETICAL-RESEARCH.
110. GRIDLEY, Mark C. "How Do Cognitive Processes Differ by Level of Faniticism?" Advances in
Consumer Research. Proceedings of the Association for Consumer Research. Vol. 14, 1987,
pp.150-153. Reprinted by permission of The Association for Consumer Research. All Rights
Reserved.
Listening to jazz seems to demand high-level abilities. But audiological findings and new
observational data and interview data suggest that differences between neophyte listeners and jazz
fanatics lie primarely in listening style, not innate ability, an that styles are diverse, with only a
weak relationship existing between fanaticism and the tendancy to follow every note.
COMPORTEMENT DU CONSOMMATEUR, SOURCES D'INFORMATIONS
L'APPRÉCIATION DU JAZZ, MUSIQUE, OPINION, ÉTATS-UNIS.
QUI
INFLUENCENT
CONSUMER BEHAVIOR, INFORMATION SOURCES THAT INFLUENCE JAZZ APPRECIATION, MUSIC,
OPINION, US.
111. GRIFFIN, Des. "Diversifying and Marketing Museums in the Eighties". Journal of Arts
Management. Vol. 14, no 2, pp. 40-55.
L’auteur décrit de nouvelles idées promotionnelles pour les musées. Il nomme l’impact et les
conditions des stratégies de diversification. Après avoir expliqué les composantes et les fonctions
du marketing, il présente les évolutions auxquelles les musées doivent faire face dans les années 80
et quelques lectures utiles sur le sujet.
UTILISATION DE PRATIQUES MARKETING, MUSÉES, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
USE OF MARKETING PRACTICES, MUSEUMS, EMPIRICAL-RESEARCH, US.
112. GROSS, A.C. ; TRAYLOR, M.B. ; SHUMAN, P.J. "Corporate Sponsorship of Arts and Sports
Events in North-America". European Research. Vol. 15, no 4, nov 1987, pp. S9-S13. Copyright
Sponsorship is a form of promotion in which a firm underwrites a special event to achieve certain
objectives. Sponsorship is a way to focus the attention of a specific audience, which can then be the
target of the company's communications. Sponsorship experienced growth during the late 1970's
and early 1980's and is currently a $1-billion industry in the US. Sponsors usually have certain
benefits in mind when they underwrite an event: 1. associating the company with the event, 2.
avoiding the competition in conventional media advertising, 3. reaching specific market segments,
and 4. achieving synergies in promotion. Sports, popular arts, and fine arts events are among those
most frequently sponsored. Three considerations seem essential to successful sponsorships: 1. a
written statement of objectives, 2. a consistency between the objectives, message, and audience of
the event with those of the general marketing plan, and 3. coordination between the event and the
wider promotional effort.
PROMOTION, COMMANDITE,
EMPIRIQUE, ÉTATS-UNIS.
BÉNÉFICES
RECHERCHÉS
DES
SPONSORS,
ARTS,
RECHERCHE-
PROMOTION, SPONSORS, BENEFITS SOUGHT BY SPONSORS, ARTS, EMPIRICAL-RESEARCH, US.
113. GRUENBERG, Barry. "The Social Location of Leisure Lifestyles". American Behavioral
Scientist. Vol. 26, no 4, march/april 1983, pp. 493-508.Copyright © (1983, Sage Publications)
Reprinted by permission of Sage Publications, Inc. All Rights Reserved.
Gruenberg identifies the social and demographic variables that best help to predict each of six
factor-analytically derived dimensions of leisure activity, using a stepwise multiple regression
analysis of data from 1964-1965 national urban sample of the US population.
MARKET, SEGMENTATION, SOCIO-DEMOGRAPHIC CHARACTERISTICS, ARTS, EMPIRICAL-RESEARCH,
US.
114. GUTMAN, Jonathan. "The Impact of Advertising at the Time of Consumption: Enhancing the
Attitudinal Response to Motion Picture". Journal of Advertising Research. Aug/sept 1982, Vol. 22,
no 4, pp. 35-40. Copyright © (1982, The Advertising Research Foundation). All Rights Reserved.
PROMOTION, PUBLICITÉ, IMPACT DES ANNONCES DE FILMS EN CINÉMA POUR L’APPRÉCIATION DU
FILM PRINCIPAL, CINÉMA, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
PROMOTION, ADVERTISING, EFFECTS OF MOVIES PREVIEWS FOR THE APPRECIATION OF THE MAIN
FEATURE, MOVIES, EMPIRICAL-RESEARCH, US.
115. HAMLEN, William A. Jr. "Superstardom in Popular Music: Empirical Evidence". Reviews of
Economics and Statistics. Vol. 73, no 4, nov 1991, pp. 729-733. Copyright 1997 by UMI
Empirical evidence is presented that counters 2 opposing views concerning the market for popular
music. The first view is that consumers of popular music have no recognition of or appreciation for
quality or ability in singing. The 2nd is that the market is an example of the superstar phenomenon,
wherein small differences in ability are magnified into disproportional levels of success. Using an
external measure of voice quality, the estimated elasticity of record sales to voice quality is found
to be significantly greater than zero but less than one. The results indicate that consumers of
popular music recognize quality but that the degree of proportionality between record sales and
quality is significantly less than unity. A potential qualification in these results is that the singer's
total income from all endeavors may have an elasticity of greater than one with respect to record
sales, and it could be high enough to make the final elasticity of income to ability greater than
unity.
MARCHÉ, DEMANDE, MESURE DE LA QUALITÉ DANS LA DÉCISION D’ACHAT, INDUSTRIE DE LA
MUSIQUE, RECHERCHE EMPIRIQUE/RECHERCHE THÉORIQUE, ÉTATS-UNIS.
MARKET, DEMAND, THE ROLE OF QUALITY IN THE INTENTION TO BUY, MUSIC INDUSTRY,
116. HARDY, L.W. "Theatre Objectives and Marketing Planning". European Journal of Marketing.
UK theaters have been slow to adopt professional marketing techniques, many doing so in a
piecemeal fashion. This study on theater objectives and marketing planning is based on research
undertaken in the grant-aided sector of UK theaters, the extent of aid for this group often being in
the range of 70% of total operating costs. Theaters participating in the research are subdivided into
receiving theaters and touring theaters. Research covers a group of theaters active in Wales and was
conducted with the cooperation of the Welsh Arts Council. Aim of the research program was to
assist the theaters in development and implementation of marketing plans. The study concentrates
on: 1. the role of objectives in the planning process, and 2. the refinement of objectives via an
analysis of the present state of the business before it is possible to make them operational and
provide guidelines for marketing planning. The investigation indicates theaters would be welladvised to utilize an external agency to structure their statement of objectives, participate in a
current business audit, and to counsel management on a marketing strategy.
COMPORTEMENT DU CONSOMMATEUR, MARCHÉ, SEGMENTATION, UTILISATION DE PRATIQUES
MARKETING POUR DÉVELOPPER LES AUDITOIRES, THÉÂTRES, RECHERCHE-EMPIRIQUE, ROYAUMEUNI.
CONSUMER BEHAVIOR, MARKET, SEGMENTATION, USE OF MARKETING PRACTICES, THEATRES,
117. HEARTH, Dale Lynn. "Marketing the Performing Arts: The Joffrey Ballet’s Twenty-Fifth
Anniversary Season." PhD. Texas Tech University; DAI-A 45/08. Copyright © (1984, Hearth, Dale
Lynn) All Rights Reserved.
Until the 1960s, marketing was primarily confined to business and profit-taking organizations.
With increased interest, nonprofit organizations have only recently become aware of the potential
importance of the marketing discipline to solving their problems. Nonprofit performing arts
organizations have marketing needs that are uniquely different from profit-taking organizations.
Realizing the benefits of marketing for the performing arts--achieving objectives, enlarging
audiences, increasing revenues and decreasing deficits--performing arts administrators have, too
often, hastily and unsuccessfully tried to transfer scholarly research, theories and business
techniques into practical marketing plans for their own arts organizations. No simple, complete
compilation of both marketing theories and proven firsthand applications now exists. Few attempts
have been made to adapt business marketing theories into practical marketing practices for the
performing arts. This study proposes to identify differences between marketing business products
and performing arts products, to analyze which marketing practices may or may not work for
performing arts organizations, and to propose specific techniques for performing arts organizations
that can be used to help build a total marketing plan. This study will also examine ways in which
The Joffrey Ballet successfully applied specific marketing practices to compile a total marketing
plan, analyze and evaluate the effectiveness of that plan and outline ways in which performing arts
managers can learn from The Joffrey Ballet's successful marketing experimentations. Research was
conducted through an internship with The Joffrey Ballet in New York City. The Joffrey Ballet was
selected because of its status as a major American ballet company and its continued support of
marketing experimentation. A performing arts organization which utilizes a specifically built
marketing plan can successfully navigate its organization past other arts organizations that do not
make this conscious effort. The performing arts organization of today, though its aesthetic
philosophies must always remain of the utmost importance, needs to adopt a co-existing marketing
philosophy. Those organizations who maintain "virtuous intentions" while adapting "good
marketing practices" stand a much improved chance of surviving economically and, thus,
artistically. Without this marriage, performing arts organizations will not survive and thrive in
today's society.
UTILISATION DE PRATIQUES MARKETING, DIFFÉRENCES ENTRE LES PRATIQUES MARKETING LIÉES
AU SECTEUR À BUT LUCRATIF ET À BUT NON LUCRATIF, ARTS/DANSE, RECHERCHE
THÉORIQUE/EMPIRIQUE, ÉTATS-UNIS.
USE OF MARKETING PRACTICES, DIFFERENCES BETWEEN FOR PROFIT AND NON-PROFIT MARKETING
PRACTICES, ARTS/DANCE, THEORETICAL/EMPIRICAL RESEARCH, US.
118. HEITMAN, George; CROCKEN, W.E. "Theatre Audience Composition, Preference and
Perceptions". California Management Review. Vol. XIX, no 2, winter 1976, pp. 85-90.
L'auteur analyse empiriquement la composition de la population étudiante d'un théâtre
universitaire. Bien qu'il reconnaisse la portée limitée des conclusions de cette étude à certaines
couches de la population, il encourage la poursuite de ce genre de recherches.
MARCHÉ, SEGMENTATION, RELATIONS ENTRE LES PRÉFÉRENCES ET LES PERCEPTIONS, THÉÂTRE,
MARKET, SEGMENTATION, RELATIONS BETWEEN PREFERENCES AND PERCEPTIONS, THEATRE,
119. HELFER, Jean-Pierre; KALIKA, Michel. "Nouvelles télévisions: les attentes du marché". Revue
française de Marketing. No 116, 1988/1, pp. 57-74.
MARCHÉ, DEMANDE, DESCRIPTION DES SEGMENTS DU MARCHÉ, TV, CÂBLE, RECHERCHEEMPIRIQUE, FRANCE.
MARKET, DEMAND, MARKET SEGMENTATION DESCRIPTION, TV, CABLE, EMPIRICAL-RESEARCH,
FRANCE.
120. HENDON, Claude R. "Arts Participation: Comparing the Elderly and Non-Elderly". Journal of
Cultural Economics. Vol. 16, no 1, june 1992, pp.83-92. Reprinted by permission of Kluwer
Academic Publishers. All Rights Reserved.
Examination of the arts activities of younger and older (above and below 65) Americans validate
other studies in leisure. As expected, those younger than 65 years of age were more active in nearly
all of the leisure activities tested. While leisure activities decline as one grows older, participation
in passive and active arts activities (in the home and out of the home) decline far less than for most
of other leisure activities. Those 65 and older were more likely to attend fine arts performances,
such as opera, musical plays, stage plays, and ballet, dispelling the idea that the elderly prefer
"solitary" activities.
MARCHÉ, SEGMENTATION, COMPARAISON DE LA PARTICIPATION ENTRE LES PERSONNES AGÉES ET
LE RESTE DE LA POPULATION, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, COMPARISON OF PARTICIPATION BETWEEN ELDERLY PEOPLE AND THE
REST OF THE POPULATION, ARTS, EMPIRICAL-RESEARCH, US.
121. HENDON, William S. "The General Public’s Participation in Art Museums: Visitors Differ from
Non-Visitors, but Not as Markedly as Case Studies". American Journal of Economics and
Sociology. Vol. 49, no 4, oct 1990, pp. 439-457. Copyright 1997 by UMI Company. All Rights
Reserved.
From a nationwide study of arts participation among Americans, the population of art museum
visitors can be compared with people who do not go to art museums. Visitors to art museums
generally are in upper educational, occupational, and income groups and are more active than
nonvisitors in other forms of arts participation and most leisure activities. Although direct parental
influence does not seem too important, art museum visitors were far more likely than nonvisitors to
have had art lessons as children. While museum visitors were more frequent participants, of
perhaps most importance is that the preference orders of visitors and nonvisitors were about the
same, indicating that the opportunity to participate, or lack of it, may be the most important cause
of differences in participation rates between the 2 groups.
COMPORTEMENT DU CONSOMMATEUR, VARIABLE DU COMPORTEMENT, CARACTÉRISTIQUES SOCIODÉMOGRAPHIQUES, MUSÉES, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOUR, BEHAVIOUR
MUSEUMS, EMPIRICAL-RESEARCH, US.
VARIABLE,
SOCIO-DEMOGRAPHIC
CHARACTERISTICS,
122. HILL, Elizabeth C; WHITEHEAD, Brian H. "Developing Relationship Marketing by
Telephone Selling: An Empirical Study of the Impact of Telephone Selling on the Purchase of
Ballet Tickets". Quatrième Conférence Internationale sur le management des arts et de la culture.
June 29-July 2, 1997, Golden Gate University, San-Fransisco, pp. 225-236. Copyright © (1997,
Hill, Elizabeth; Whitehead, Brian) Reprinted by permission of AIMAC. All Rights Reserved.
This paper asserts that a relationship marketing philosophy is more appropriate for theatres than a
transaction-based orientation. If this is the case, it is argued, database marketing strategies wich
build one-to-one relationships with customers hold a better potential for maximazing long-term
sales and generating loyalty amongst audiences than mass communication strategies. Altough UK
theatres use database information to target potential audiences with direct mail, telephone selling is
rare. However, it may offer a better opportunity to engage customers in genuine two-way
communication.
An experiment was conducted to test the relative effectiveness of direct mail and the telephone for
selling ballet tickets at a UK theatre. The findings indicate that theatre attenders are generally
receptive to the idea of telephone promotion by theatres, particularly those who are regular
customers. Both telephone selling and direct mail were found to significantly increase attendance,
but there was relatively little evidence to suggest that one was more effective than the other in the
short-term.
PROMOTION, VENTE DIRECTE, EFFICACITÉ DE LA VENTE DIRECTE DE TICKETS POUR LE BALLET,
DANSE, RECHERCHE-EMPIRIQUE, ROYAUME-UNI.
PROMOTION, DIRECT SALES, DIRECT SALE EFFICIENCY FOR BALLET TICKETS, DANCE, EMPIRICALRESEARCH, UK.
123. HINDS, Nigel; WATERS, Tracey. "A Small Arts Organization’s Approach to Market Research".
Journal of the Market Research Society. Vol. 34, no 4, pp. 345-360. Copyright 1997 by UMI
A case history shows how small arts organizations can both afford and benefit from market
research. The annual audience survey program carried out by Phoenix Arts, Leicester (UK) is
underpinned by a commitment from the highest levels to customer care, to increasing knowledge of
the audiences, and to audience development. The audience survey provides a series of snapshots of
the audiences and how they have changed over the years. Suggestions made by customers through
a suggestion box sometimes set the agenda for the survey. Besides tracking Phoenix Arts' audience
profile, the annual audience survey has been used to seek answers to specific questions, including a
smoking policy, unnumbered seating, the season brochure, and seeking Asian audiences. In the past
2 years, Phoenix Arts has organized a series of 3 open meetings. The meetings are viewed as an
opportunity for staff and customers to discuss the program, service delivery, trading operations, and
marketing of the Arts Centre.
UTILISATION DE PRATIQUES MARKETING, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
USE OF MARKETING PRACTICES, ARTS, EMPIRICAL-RESEARCH, US.
124. HIRSCHMAN, Elizabeth C.; HOLBROOK, Morris B. "Hedonic Consumption: Emerging
Concepts, Methods, and Propositions". Journal of Marketing. Vol. 46, no 3, summer 1982, pp. 92101. Reprinted by permission of the American Marketing Associations. All Rights Reserved.
This paper defines hedonic consumption as those facets of consumer behavior that relate to the
multisensory, fantasy and emotive aspects of product usage experience. After delineating these
concepts, their theoretical antecedents are traced, followed by a discussion of differences between
the traditional and hedonic views, methodological implications of the latter approach, and
behavioral propositions in four substantive areas relevant to hedonic consumption-mental
constructs, product classes, product usage and individual differences. Conclusions concern the
usefulness of the hedonic experience in supplementing and extending marketing research on
consumer behavior.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, BÉNÉFICES RECHERCHÉS,
ARTS, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, BENEFITS SOUGHT, ARTS, THEORETICAL-RESEARCH.
125. HODGSON, Peter. "Researching the Growing Market for Opera in Britain". Symposium on
Research and Marketing the Arts. Florence(Italy). 28-30 May 1990, pp.13-36.
MARCHÉ, DEMANDE POTENTIELLE, SEGMENTATION, OPÉRA, RECHERCHE-EMPIRIQUE, ROYAUMEUNI.
MARKET, POTENTIAL DEMAND, SEGMENTATION, OPERA, EMPIRICAL-RESEARCH, UK.
126. HOFFMAN, Miles, K; FRITSCHNER, Linda Marie. "Art and Audiences: Testing Their
Market". Journal of Arts Management. Vol 14, no 2, 1984, pp. 5-19.
A travers une comparaison de divers sondages effectués auprès de visiteurs de différents centres
artistiques les auteurs mettent en lumière la relation entre les caractéristiques sociodémographiques et la participation aux activités culturelles. Ils se questionnent également sur
l'importance des attributs du service pour les différents niveaux de fréquentation.
MARCHÉ, SEGMENTATION, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, THÉORIE DES ATTRIBUTS
DU SERVICE, ARTS, RECHERCHE-SONDAGE, ÉTATS-UNIS.
MARKET, SEGMENTATION, SOCIODEMOGRAPHIC CHARACTERISTICS, SERVICE ATTRIBUTES THEORY,
ARTS, SURVEY, US.
127. HOLBROOK, Morris; SCHINDLER, Robert M. "Market Segmentation based on Age and
Attitude Toward the Past: Concepts, Methods and Findings Concerning Nostalgic Influences".
Journal of Business Research. Vol. 37, no 1, sept 1996, pp. 27-39. Copyright 1997 by UMI
A study illustrates the effects of age and attitude that are useful to marketers and indicates their
potential marketing implications in the case of one particular cultural product category - motion
pictures. Toward these ends is a complete reanalysis or data reported in another context that: 1.
replicates both the age-related preference peak and the nostalgic shift due to attitude toward the
past, 2. extends these findings to the case of tastes for motion pictures, and 3. suggests the possibly
dramatic implications that such findings might carry for the formulation of marketing strategy in
the areas of entertainment, the arts, and other media-related offerings.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ÉTUDE DE L’ÂGE ET DE
L’ATTITUDE EN TANT QUE FACTEURS DÉTERMINANTS, INDUSTRIE DU CINÉMA, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, AGE AND ATTITUDE SIGNIFICANCE, MOVIES
INDUSTRY, EMPIRICAL-RESEARCH, US.
128. HOLBROOK, Morris; SCHINDLER, Robert M. "Age, Sex and Attitude Toward the Past as
Predictors of Consumers’ Aesthetic Tasted for Cultural Products". Journal of Marketing Research.
Vol. XXXI, august 1994, pp. 412-422. Copyright 1997 by UMI Company. All Rights Reserved.
New data pertaining to tastes for popular culture support and extend the previous finding that
consumers tend to form enduring preferences during a sensitive period in their lives. A
psychographic measure of the consumer's attitude toward the past is shown to moderate this
tendency, and differences between male and female respondents suggest that the experience of
strong positive feelings play a causal role. These findings can guide the marketing in designing
aesthetics aspects of products or promotional sitmuli and may increase the practicality of using
cohort analysis for predictions of consumer demand.
COMPORTEMENT DU CONSOMMATEUR, PROFIL SOCIO-DÉMOGRAPHIQUE, ÉTUDE D’UNE PÉRIODE
PARTICULIÈRE DÉTERMINANTE POUR LA FORMATION DU GOÛT POUR LES ARTS, ARTS, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, SOCIODEMOGRAPHIC CHARACTERISTICS, EMERGENCE OF TASTE FOR THE
ARTS, ARTS, EMPIRICAL-RESEARCH, US.
129. HOLBROOK, Morris B; DAY, Ellen. "Reflection on Jazz and Teaching". European Journal of
Marketing. Vol. 28, no 8, 9, 1994, pp. 133-144. Copyright 1997 by UMI Company. All Rights
Reserved.
Based on an analogy with a recently revived film of The Benny Goodman Story, some marketingrelated parallels are drawn between jazz musicianship and teaching. Specifically, as in the case of
artists, professors may often pursue a product-oriented strategy stubbornly dedicated to honoring
their own convictions at the expense of a customer-oriented quest for greater potential popularity.
Through an interview with bandleader Woody Herman, it is illustrated that, as with jazz musicians,
so with teachers: one hopes that integrity will win true listeners.
PRODUIT, POSITIONNEMENT, MUSIQUE, OPINION, ÉTATS-UNIS.
PRODUCT, POSITIONING, MUSIC, OPINION, US.
130. HOLBROOK, Morris B; SCHINDLER, Robert M. "Some Exploratory Findings on the
Development of Musical Tastes". Journal of Consumer Research. Vol. 16, no 1, june 1989, pp.
119-124. Copyright 1997 by UMI Company. All Rights Reserved.
An empirical investigation was conducted of the parsimonious inductive proposition that tastes for
popular music tend to fixate during a relatively narrow age span, sometime in the years of late
adolescence or early adulthood. Through a correlational approach, the study provides an empirical
examination of whether popular musical preferences peak at a certain age, thereby achieving a
more precise estimate of that age than those permitted by informal observation or journalistic
wisdom. Both the aggregate results and the disaggregated findings indicate that the development of
tastes for popular music follows an inverted U-shaped pattern that reaches a peak at about 24 years
of age. Possible explanations involve: 1. intrinsic components, such as a developmental period of
maximum sensitivity analogous to the critical periods documented in ethological studies of
imprinting, or 2. extrinsic components, such as social pressures from an individual's peer group that
reach peak intensity during a specific phase in the life cycle.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, FORMATION DES
PRÉFÉRENCES MUSICALES, MUSIQUE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOUR, BEHAVIOUR VARIABLES, DEVELOPMENT OF MUSICAL PREFERENCES,
MUSIC, EMPIRICAL-RESEARCH, US.
131. HOLBROOK, Morris; GRAYSON, Mark W. "The Semiology of Cinematic Consumption:
Symbolic Behaviour in Out Of Africa". Journal of Consumer Research. Vol. 13, no 3, dec 1986,
Many have noted how artworks convey information relevant to consumer researchers. The opposite
also may be true; that is, one might examine consumption to see what it relates about works of art.
Specifically, the use of symbolic consumer behavior in the movie Out of Africa is investigated as to
its conveyance of artistic meaning. A close reading is given of the consumption symbolism in the
movie's text for what it conveys about the meanings contained therein. Major and minor uses of
consumption are delineated. Major uses of consumption include: 1. the movie as text, 2. the
European lifestyle, 3. characterizations, and 4. themes. Minor uses of consumption include: 1.
status ranking, 2. culture shock, 3. character development, 4. sentimental attachments, 5.
intellectual climate, and 6. lapses of time and rites of passage.
BÉNÉFICES DE LA RECHERCHE SUR LE COMPORTEMENT DU CONSOMMATEUR
L’INTERPRÉTATION ARTISTIQUE D’UNE ŒUVRE, RECHERCHE-THÉORIQUE.
POUR
RESEARCH BENEFITS OF THE CONSUMER BEHAVIOR FOR THE ARTISTIC INTERPRETATION OF AN ART
WORK, THEORETICAL-RESEARCH.
132. HOLBROOK, Morris. "Some Preliminary Notes in Consumer Esthetics". Advances in Consumer
Research. Proceedings of the Association for Consumer Research. Vol. 7. 1979, pp. 104-108.
Copyright (1979, The Association for Consumer Research) Reprinted by permission of The
Association for Consumer Research. All Rights Reserved.
These introductory comments delineate the area of consumer aesthetics and suggest some
theoretical developments, methodological issues, and marketing applications that have
characterized work in this field to date. The practical importance of this research area is
emphasized, with a partial explanation offered for its otherwise surprising past neglect. Arguments
are advanced for the needed development of theory in consumer esthetics. Several methodological
hurdles are discussed. And the nature of marketing applications – as illustrated by contributions to
this session—is described.
COMPORTEMENT DU CONSOMMATEUR, DIFFÉRENTES APPROCHES THÉORIQUES, ARTS, RECHERCHETHÉORIQUE.
CONSUMER BEHAVIOR, THEORETICAL-APPROACH, ARTS, THEORETICAL-RESEARCH.
133. HOLGERSON, Ronald. "Profil des canadiens consommateurs d’art: la création d’un outil de
commercialisation". Première Conférence Internationale sur la Gestion des arts. École des HEC,
Montréal du 22 au 24 Août 1991, pp 147-159. Copyright © (1992, École des Hautes Études
Commerciales (HEC) Montréal) Reprinted by permission of AIMAC. All Rights Reserved.
Le profil des Canadiens consommateurs d'art, dont le parachèvement est prévu pour le début de
1992, représente un événement majeur pour le milieu des arts d'interprétation et des arts visuels au
Canada, tout en constituant un projet d'envergure pour le ministère des Communications, les dix
provinces canadiennes et les villes de Montréal, de Toronto et de Vancouver. Les résultats et
l'analyse de plus de 50 000 questionnaires valides et dûment remplis permettront d'entreprendre une
recherche d'envergure sur les canadiens consommateurs d'art tout en favorisant l'élaboration de
stratégies de développement et de pénétration des marchés dans le domaine des arts d'interprétation
et des arts visuels.
COMPORTEMENT DU CONSOMMATEUR, RECHERCHE SUR LE PROFIL DES CANADIENS, ARTS,
CONSUMER BEHAVIOR, RESEARCH ON CANADIAN ARTS-CONSUMERS PROFILE, EMPIRICALRESEARCH, CANADA.
134. HOMAN, Glen. CECIL, Robert; WELLS, William. "An Analysis of Moviegoers by Lifestyle
Segments". Advances in Consumer Research. Proceedings of the Association for Consumer
Research. Vol. 2, 1975, pp. 217-229. Copyright © (1975, The Association for Consumer Research)
Reprinted by permission of The Association for Consumer Research. All Rights Reserved.
This data in this study were used to demonstrate two points: the advantages of using life style data
in addition to traditional demographics; and the advantages of sub-segmentation within a heavy
user group. In the first phase of this analysis, heavy movie-goers were compared with
nonmoviegoers on the basis of demographics and life style. In the second phase, the heavy
moviegoers were separated into three groups via cluster analysis. These three groups were also
compared on the basis of demographics and life style.
MARCHÉ, SEGMENTATION, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, CINÉMA, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION,
RESEARCH, US.
SOCIODEMOGRAPHIC
CHARACTERISTICS,
MOVIES,
EMPIRICAL-
135. HOMANS, Richard E. "Comparisons of Symphony Subscribers with their Non-Subscribers
Neighbors". Performing Arts Review. Vol. 8, no 2, 1978, pp. 213-223.
L'auteur s'attache à montrer les différences sociodémographiques entre les abonnés et les nonabonnés d'un orchestre symphonique. Ils souligne également l'importance de la connaissance du
service dans la décision d'achat de tickets.
MARKET, SEGMENTATION, SOCIODEMOGRAPHIC CHARACTERISTICS, ARTS, EMPIRICAL-RESEARCH,
US.
136. HOMBERT, J.M. "Les causes du succès ou de l'échec des films cinématographiques". Thèse de
troisième cycle Economie d'Entreprise et de Branches; Université Paris–I-Panthéon Sorbonne.
UER Économie Générale et Gestion. Travaux universitaires-1980/06-France.
PRODUIT, FACTEURS DE SUCCÈS OU D'ÉCHEC, INDUSTRIE DU CINÉMA, RECHERCHE-THÉORIQUE.
PRODUCT, SUCCESS AND FAILURE FACTORS, MOVIES INDUSTRY, THEORETICAL-RESEARCH.
137. HOOD GILBERSTON, Marilyn. "Adult attitudes toward leisure choices in relation to museum
participation". PhD. Dissertation. The Ohio State University, 1981. Copyright © (1981, Hood
Gilbertson, Marilyn) All Rights Reserved.
Because 60 years of studies of museum audiences have failed to identify why some persons go to
museums and others do not, it was necessary to develop new techniques to ascertain the bases for
adults' choice of museum participation. Whereas previous studies have been descriptive,
concentrating on demographic characteristics and attendance patterns, this quasi-experimental
study tested four hypotheses to determine the criteria adults use in making choices about leisure
participation, including museum-going. A multi-attribute model, adapted from marketing theory,
was the organizational framework for analysis of the relationship between critical attributes of
leisure choices and audience preferences for selected activities, such as museum participation. The
research, which was carried out with the cooperation of the Toledo (Ohio) Museum of Art,
identified why adults choose to be or not to be involved in museums, based on their leisure values.
A probability sample of 502 persons in the Toledo metropolitan area was interviewed by telephone
and a systematically-selected random sample of 69 visitors was interviewed at the Toledo Museum
of Art, in April and May 1980. Both samples were queried about the importance in their leisure
choice decisions of six major leisure concepts--which were derived from leisure science, sociology,
psychology, and consumer behavior literature. Scales based on the six leisure concepts questioned
respondents about the types of activities and places they preferred in their leisure time, and their
attitudes toward art museums. In addition, the respondents' socialization toward cultural,
entertainment, active participation, and social interaction activities was measured by two scales,
which identified respondents' frequency of participation in 22 activities, both as children and as
adults. The relationship between the carryover of activities from childhood to adulthood to the six
leisure concepts was also determined. The study found that there are three distinctly different
audience segments--frequent participants, occasional participants, and nonparticipants--and that
each is seeking specifically different values and experiences through leisure activities and museum
participation. Also, it was found that museum participation by each segment was more highly
related to psychographic variables, (including attitudes toward leisure values) than to demographic
variables, stage of family life cycle was not a dominant influence on leisure participation, and the
more that adults valued the six important leisure concepts the more they participated in the Toledo
Museum of Art. Using the multi-attribute model to evaluate criteria, profiles of the three audience
segments were developed and marketing strategies to reach each group were identified. It was
demonstrated that empirically-based research on the values and attitudes involved in leisure
choices, socialization patterns, and life style preferences can provide a more reliable, substantial
basis for assessing leisure participation than repetitive investigation of demographics and
attendance patterns. Use of the scales developed for this study and of the multi-attribute model as
an analytical tool in a non-profit setting are recommended for future research in other leisure
centers, outdoor as well as cultural. Detailed descriptions of development of the instruments,
sample selection, training of museum volunteers as interviewers, and data collection offer
guidelines for carrying out systematic survey research in other leisure centers.
COMPORTEMENT
DU
CONSOMMATEUR,
PRATIQUES
DE
CONSOMMATION,
PSYCHOLOGIQUES, VARIABLES PSYCHOGRAPHIQUES, MUSÉES, ÉTATS-UNIS.
PROCESSUS
CONSUMER BEHAVIOR, CONSUMPTION PRACTICES, PSYCHOLOGICAL PROCESS, MUSEUMS, US.
138. HUGHES, Michael; PETERSON, Richard A. "Isolating Cultural Choice Patterns in the US
Population". American Behavioral Scientist. Vol. 26, no 4, march/april1983, pp. 453-478.
Copyright © (1983, Sage Publications) Reprinted by permission of Sage Publications. All Rights
Reserved.
Using a hand-craftes clustering technique, Hughes and Peterson isolate eight patterns of cultural
choice in a national survey collected in 1973. The resulting patterns cannot be arranged in
hierarchical order by social class, bringing into question the hypothesized association between
culture class and social class.
US.
139. JACOBY, Jacob. "Consumer Research: State of the Arts Review". Journal of Marketing. April
1978, Vol. 42, no 2, pp. 87-96. Reprinted by permission of the American Marketing Association.
It is questioned how valuable and valid are all consumer behavior research findings. It is difficult to
evaluate critically and distinguish that which is acceptable from that which is not. Five broad
categories of problems exist: 1. contemporary theories (and comprehensive models), 2. methods, 3.
measures, 4. statistical techniques, and 5. subject matter. The evaluation of consumer research
should be predicated upon a definition of consumer behavior encompassing the acquisition,
consumption, and disposition of goods, services, and time by decision-making units. The theories,
models, and concepts have had little influence on consumer research during the last 5 years. Many
of the writings on consumer behavior reflect a shotgun approach, particularly in relation to
behavioral science. The ubiquitous verbal reports via interviews and questionnaires are shot
through with interview errors, respondent errors, and instrument errors. Measures and indices offer
a bewildering array of definitions, with little or no validity. Statistical methods and techniques
reflect the fewest number of problems and in recent years have shown the greatest number of
advances. It is important to realize that we are in the midst of a consumer research explosion.
COMPORTEMENT DU CONSOMMATEUR, RECHERCHES EXISTANTES:
DÉPASSEMENT, ARTS, RECHERCHE-THÉORIQUE.
LIMITES ET
VOIES DE
CONSUMER BEHAVIOR, CURRENT RESEARCH: LIMITS, AND NEW HORIZONS, ARTS, THEORETICALRESEARCH.
140. JAMES, Martin L; WRIGHT, Jeremy. "The Role of the Sydney Opera House in the
Performings Arts Market: Using Research to Aid in the Development of Strategy". Symposium on
Research and Marketing for the Arts. Florence (Italy). 28-30 May 1990, pp. 129-151.
MARCHÉ, SEGMENTATION, STRATÉGIE ET PROMOTION SELON LA SEGMENTATION, OPÉRA,
RECHERCHE-EMPIRIQUE, AUSTRALIE.
MARKET, SEGMENTATION, STRATEGY AND PROMOTION REGARDING THE SEGMENTATION,
EMPIRICAL-RESEARCH, AUSTRALIA.
141. JOY, Annamma. "Artists, Artworks, and the Discourse of Art: Marketing Implications".
Proceedings of the American Marketing Association, Winter 1997, pp. 71-72. Reprinted by
permission of the American Marketing Association. All Rights Reserved.
This paper examines the process of framing or organizing wich is done not only by artists, but
individual viewers, critics, historians, galleries, and museums. Art is often viewed as set apart from
all other cultural objects in a society (Hirschman 1983; Belk, Sherry and Wallendorf 1989; Joy,
1996). According to Hirschman (1983) art objects, are more abstract, non-utilitarian, unique,
holistic and subjectively interpreted. But art as we saw, is defined not only by the artworks that are
produced or the aesthetic rules that govern its appreciation, but by its ability to withstand being
fixed or grounded in a given set of meanings. The fundamental nature of art is this instability and
its ability to continually be a source of interpretation and meaning formation. There is this no
definitive interpretation and meaning for a work of art. While art can be used for many purposes in
society, art defies all such definition.
PRATIQUES MARKETING SELON LES DIFFÉRENTS LIEUX D'EXPOSITION, DIFFÉRENTS DISCOURS
MARKETING, ARTS, OPINION.
MARKETING PRACTICES REGARDING THE DIFFERENT EXPOSITIONS PLACES, DIFFERENT MARKETING
DISCOURSES, ARTS, OPINION.
142. JYRAMA, Anukka; UUSITALO, Lisa. "Analysing Arts-Market. Toward an Integrated
Framework". Troisième Conférence Internationale sur la gestion des arts. London, July 1995, pp.
123-142. Copyright © (1995, Jyrama, Anukka; Uusitalo, Lisa). Reprinted by permission of
AIMAC. All Rights Reserved.
The characteristics of the art market, the intangible value of products created by
participants'interaction, emphasis on information and knowledge, or the key role of relationships,
have recently been topics of interest for research in many economic fields. These topics are "new"
for economic research, but seem to hold traditionally a key position within the analysis of art
markets. These key aspects of art markets might, however, remain uncaptured, if only traditional
economic tools of analysis are used. The aim of this paper is to present an integrated framework for
analysing the structure and strategies within art markets.The framework includes elements from the
following theories: dual industry theory, strategic group theory, institutional approach on strategy
and reference point theory. To summarise, we can state that dual industry theory contributes to
capture the market as consisting of a core and a periphery. The strategy group theory helps to
recognise the hierarchy of the market. Its main contribution relies on the idea of industry-specific
mobility barriers. These barriers are the specific competences needed to enter the art field, and
moreover to enter the elite or core of the field. The institutional approach reveals the importance of
studying the proper manners or strategies used to become successful in the art markets. The
contribution of reference point theory is related to the influence of elite or powerful individuals as
creating these proper manners. It is proposed that, by combining elements from these approaches,
we can achieve a better framework to analyse art markets or other similar markets.
MARCHÉ, STRUCTURE, AVANTAGES ET INCONVÉNIENTS DE PLUSIEURS THÉORIES, OBJETS D’ARTS,
MARKET, STRUCTURE, ADVANTAGES AND WEAKNESSES OF MANY THEORIES, ARTS OBJECTS,
143. KAALI-NAGY, Christina; GARRISON, Lee C. "Profiles of Users and Nonusers of the LosAngeles Music Center". California Management Review. Vol. XV, no 2, winter 1972, pp. 133-143.
Les auteurs s'intéressent particulièrement à montrer l'importance du marketing pour les
gestionnaires des organisations artistiques. Ils réalisent une étude de segmentation du marché du
"Los Angeles Music Center", et conseillent un équilibre entre les intérêts de la production et ceux
de l'auditoire.
MARCHÉ, SEGMENTATION, CARACTÉRISITIQUES SOCIO-DÉMOGRAPHIQUES, ARTS, ÉTUDE DE CAS,
ÉTATS-UNIS.
MARKET, SEGMENTATION, SOCIODEMOGRAPHIC CHARACTERISTICS, ARTS, CASE STUDIES, US.
144. KANGUN, Norman; OTTO, Gordon; RANDALL, Dana C. "Marketing Strategies for
Increasing Symphony Season Ticket Purchases Among College Students". Journal of Cultural
Economics. Vol. 16, no 1, june 1992, pp. 25-39. Reprinted by permission of Kluwer Academic
Publishers. All Rights Reserved.
As budgets decline, it is not surprising that arts organizations are seeking to broaden their audience
base as a means of increasing their attendance. For orchestras, one such viable market, largely
untapped as a source of season ticket sales, is the college student market. College students possess
many of the same characteristics of existing, older symphony subscribers. This study identifies
factors for this group related to their intention to purchase season tickets to the symphony.
MARCHÉ, SEGMENTATION, ANALYSE DE RÉGRESSION, MUSIQUE SYMPHONIQUE, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, MULTIPLE REGRESSION ANALYSIS, SYMPHONIC MUSIC, EMPIRICALRESEARCH, US.
145. KELLY, Robert F. "Cultural Tourists and Cultural Tourism". Troisième Conférence
Internationale sur la gestion des arts London, July 1995, pp. 83-92. Copyright © (1995, Kelly,
Robert). Reprinted by permission of AIMAC. All Rights Reserved.
Visitors are bringing back souvenirs of their trips. In these situations, some are collecting these
objects. A symbolic value is then assessed to the objects. By analysing the motivations and the
needs of these collectors-visitors, we are able to study the relation between these collectors and
their travel souvenirs. Data were collected from two of those collectors. In depth-interviews with
these people and analysis of all the objects gathered enabled us to carry out this study. The results
show that the objects are sacred and acquire a symbolic value for the collectors. They do not only
act as facts remembering the place or country visited, but they also testify for the experiences of the
collector. In a way, these gathered objects are a way of making travel experiences more tangible.
COMPORTEMENT DU CONSOMMATEUR, PRATIQUES DE CONSOMMATION, AVANTAGES DU MUSÉE
POUR LES CONSOMMATIONS TOURISTIQUES, MUSÉES, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOR, BEHAVIOR-VARIABLES, MUSEUMS
CONSUMPTIONS, MUSEUMS, THEORETICAL-RESEARCH.
ADVANTAGES
FOR
TOURISTIC
146. KELLY, R.F. "Elitism in the Arts". Deuxième Conférence Internationale en Gestion des Arts et de
la Culture. Groupe HEC Jouy-en-Josas. 23 au 25 Juin 1993. Copyright © (1993, Kelly, R.)
L'art en tant qu'objet ou expérience, est investi de significations symboliques qui encouragent la
participation d'un public qui, à priori, n'éprouve que peu d'intérêt pour la nature intrinsèque de l'art.
Parmi les plus évidentes de ces significations, on remarque celles liées à la notion de statut social
qui conduisent à la perception d'un certain élitisme tant par ceux qui sont impliqués dans l'art que
par ceux qui ne le sont pas. Ce phénomène d'élitisme porte en lui plusieurs conséquences dont
chaque manager doit être conscient: la notion d'élitisme a un effet sur le public qui est susceptible
d'être attiré par un événement artistique, sur les attentes du public qui participe effectivement à cet
événement, tout comme il a un effet sur ceux qui refusent de participer à une manifestation
artistique en raison de préjugés qu'ils éprouvent quant à ceux qui y assistent. L'objet de cet article
est d'explorer les origines sociales de la notion d'élitisme, d'expliquer pourquoi les arts semblent
être un milieu propice au développement de cette notion et quels sont les coûts et bénéfices
potentiels de l'élitisme pour ce qui concerne le marketing des arts et l'attirance du public.
COMPORTEMENT DU CONSOMMATEUR, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, ORGINES
SOCIALES DE LA NOTION D'ÉLITISME, ARTS, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOR, SOCIODEMOGRAPHIC
"ELITISM"CONCEPT, THEORETICAL-RESEARCH.
CHARACTERISTICS,
SOCIAL
ORIGINS
OF
THE
147. KELLY, Robert F. "Vesting Objects and Experiences with Symbolic Meaning : Summary of a
Special Session". Advances in Consumer Research. Proceedings of the Association for Consumer
Research. Vol. 20, 1993, pp.232-234.
Ce papier résume les points de vue de plusieurs intervenants sur la valeur symbolique de
l'expérience muséale.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DE COMPORTEMENT, EXPÉRIENCE HÉDONIQUE,
SYMBOLISME, MUSÉES, OPINION, ÉTATS-UNIS.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, HEDONIC EXPERIENCES, SYMBOLISM, MUSEUMS,
OPINION, US.
148. KELLY, Robert F. "The Enemy Within…Marketing the Arts". Première Conférence
Internationale sur la gestion des arts. École des HEC Montréal, du 22 au 24 Août 1991, pp. 51-63.
Copyright © (1992, École des Hautes Études Commerciales (HEC) Montréal). All Rights
Reserved.
The arts face a major economic crisis brought about by a relatively abrupt withdrawal of
government support from the arts coupled with a reluctance on the part of arts professionals to
assist arts administrators in developing and implementing effective marketing practices. To further
complicate the tasks faced by arts administrators, socio-environmental changes have altered both
tastes and preferred consumption modes among arts publics. Government, arts, and public
perspectives are presented along with recommendations on how marketing procedures may be
employed by arts organizations without contaminating the arts contents.
149. KELLY, Robert F. "Culture as Commodity: The Marketing of Cultural Objects and Cultural
Experiences". Advances in Consumer Research. Vol. 14, 1986, pp. 347-351. Reprinted with
permission from the Association for Consumer Research. All Rights Reserved.
There appears to have been a transformation, inpart, from a materialistic, market-driven status
symbol system to one that is experiential in character. Objects are still involved since experiences,
per se, are seldom visible; but the status symbols (objects) evolve because they connote a
meaningful use of leisure or "reveal taste", not necessarily wealth. Cultural objects and cultural
experiences play a major role in this taste-revealing process for all statused persons, but especially
for those who are newly-statused: those who may be insecure about their ability to display taste
without substantial assistance from sources where taste is indisputable (i,e., cultural institutions).
MARCHÉ, SEGMENTATION, CARACTÉRISTIQUES PSYCHO-SOCIALES
CULTUREL, ARTS, RECHERCHE-THÉORIQUE, CANADA.
DES
CONSOMMATEURS
MARKET, SEGMENTATION, PSYCHOSOCIAL CHARACTERISTICS OF CULTURAL CONSUMERS, ARTS,
THEORETICAL-RESEARCH, CANADA.
150. KIMMEL, James R. "Art and Tourism in Santa Fe, New Mexico". Journal of Travel Research.
Winter 1995, pp. 28-30. Copyright 1997 by UMI Company. All Rights Reserved.
Santa Fe, New Mexico, is known as both an art center and a major tourist destination. Relationships
are explored between art and tourism in Santa Fe and offers recommendations for communities that
might consider featuring art as part of their tourism development.
MARCHÉ, ENVIRONNEMENT, ALLIANCE ARTS/TOURISME, ARTS, RECHERCHE-EMPIRIQUE, ÉTATSUNIS.
MARKET, ENVIRONNMENT, ARTS-TOURISM RELATIONSHIP, ARTS, EMPIRICAL-RESEARCH, US.
151. KIRCHBERG, Volker. "Preferences and Policy: Consuming Art and Culture in Baltimore and
Hamburg". Journal of Arts Management. Vol 24, no 2, 1984, pp. 146-162.
L 'auteur fait une comparaison des différents segments de spectateurs d'arts afin d'évaluer les
politiques culturelles et les politiques d'éducation de plusieurs niveaux de gouvernements pour
Hamburg et Baltimore.
COMPORTEMENT DU CONSOMMATEUR, CARACTÉRISTIQUES SOCIODÉMOGRAPHIQUES, POLITIQUES
CULTURELLES, RECHERCHE-EMPIRIQUE, ALLEMAGNE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, SOCIODEMOGRAPHIC CHARACTERISTICS, CULTURAL POLICIES, GERMANY,
US.
152. KOKU, Paul Sergius. "On Bizareness in the Entertainment Industry". Journal of Service
Marketing. Vol. 9, no 4, 1995, pp. 19-30 Copyright 1997 by UMI Company. All Rights Reserved.
The present research examines the use of the bizarre or the outrageous in the entertainment industry
as a promotion strategy and specifically the propensity of rock/pop artists to engage in bizarre or
outrageous acts or conduct. A brief survey of the practice is presented. Next, using economic
theories of human behavior to maximize expected utility and minimize transaction and learning
costs, the study shows that what may appear as a thoughtless act or outrageous behavior could in
fact be a well considered promotion strategic with valid economic underpinnings designed to
promote the artist. Such acts not only confer uniqueness on the artist, but they are also useful in
reducing the learning and transaction costs incurred by fans and thus are beneficial to both the
artists and the consumers.
PROMOTION, MUSIQUE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS, ROYAUME-UNI.
PROMOTION, MUSIC, EMPIRICAL-RESEARCH, US, UK.
153. KOLB, Bonita M. "Yes, Classical Music Concerts can Be Fun ! Why Audiences Love the BBC
Proms". Quatrième Conférence Internationale sur la Gestion des Arts et de la Culture. June 29July 2, 1997. Golden Gate University, San-Francisco, pp. 331-341. Copyright © (1997, Kolb,
Bonita, M.) Reprinted by permission of AIMAC. All rights reserved.
The BBC Promenade Concerts (the Proms) was founded in 1895 by Henry Wood to present
classical music to the general public in an informal atmosphere. Whilst other classical music
venues are concerned with declining and ageing audiences, the Proms continue to attract a large,
and youthful, audience. In order to determine the reasons for the Proms popularity, an attitudinal
survey on the motivations for attendance was conducted. The survey results reveal that the
audience attend the Proms because they believe that it is a classical music concert that can always
be relied on to deliver certain characteristics. The characteristics most important in attracting
attendance were not the specific concert programming but reasonable price, informality and
assurance of quality. Based on this information other venues desiring to increase attendance should
consider how their concerts might include these characteristics.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ÉTUDE DE L’ATTITUDE ET
DE LA MOTIVATION, RADIO, RECHERCHE-EMPIRIQUE, ROYAUME-UNI.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, ATTITUDE AND MOTIVATION STUDY, RADIO,
154. KOUTOU, J.E. "Contribution à l'étude de la fixation du prix dans le tertiaire immatériel: le cas des
films vus au cinéma". Thèse de doctorat. Sciences de la gestion: Université de Lyon 3. Institut
d'administration des entreprises, 1992.
PRIX, FIXATION DE PRIX, SPÉCIFICITÉ DE LA FIXATION DES PRIX DANS LES BIENS IMMATÉRIELS,
INDUSTRIE DU CINÉMA, RECHERCHE-THÉORIQUE.
PRICE, PRICE-SETTING, SPECIFIC CASE OF PRICE SETTING FOR IMMATERIAL GOODS, MOVIES
INDUSTRY, THEORETICAL RESEARCH.
155. KRUGMAN, Dean; ECKRICH, Donald. "Differences in Cable and Pay-Cable Audiences".
Journal of Advertising Research. Vol. 22, no 4, septembre 1982, pp. 23-30. Copyright © (1982,
The Advertising Research Foundation). All Rights Reserved.
The television set has become a home entertainment center with the rise in cable television and
pay-cable services. The advent of cable origination programming and cable program suppliers has
provided advertising support for the industry. This study analyzes the 2 consumer segments now
serviced by the cable television industry: 1. regular cable subscribers purchasing the basic service,
and 2. pay-cable subscribers who pay an additional fee for uninterrupted programs. The study
substantiates that a potential exists for advertising on pay-cable programming. A sampling of study
findings includes: 1. Both groups of subscribers indicate that cable service is important for aiding
in the reception of signals they would not ordinarily receive. 2. Pay-cable subscribers have a higher
movie orientation than cable subscribers. 3. Children's programming and sports programming do
not appear to be prime motivating factors for the purchase of pay-cable service. 4. About 60% of
respondents indicated that they would watch the same amount of television with or without a pay
service. 5. Pay-cable users are more affluent, younger, and of a higher economic status than users
of regular cable.
MARCHÉ, SEGMENTATION, ANALYSES DE L’ATTITUDE ET DES PRÉFÉRENCES, TV CÂBLÉE,
MARKET, SEGMENTATION, ATTITUDES AND PREFERENCES ANALYSIS, CABLE TV, EMPIRICALRESEARCH, US.
156. KURABAYASHI, Yohimasa. "Dynamic Changes in Audiences Preferences to the Orchestral
Pieces in Socio-Economic Perspectives: A Longitudinal and Multi-Variate Statistical Analysis of a
Panel Data Set for Japanese Audience". Première Conférence Internationale sur la gestion des
arts. École des HEC Montréal, du 22 au 24 Août 1991, pp. 161-174. Copyright © (1992, École des
Hautes Études Commerciales (HEC) Montréal). All Rights Reserved.
This paper attempts to explore dynamic changes in the preference structure of the subscribing
audience for a well-known Japanese symphony orchestra by making extensive use of longitudinal
data taken from a data set especially designed and compiled by the author for this purpose. The
author claims that two factors essentially contribute to the formation of the preference structure and
its dynamic changes. They are: (i) the demographic structure of the audience and (ii) their
distribution according to the duration of being subscribing audience.
MARCHÉ, DEMANDE, ANALYSE DES PRÉFÉRENCES, MUSIQUE, RECHERCHE-EMPIRIQUE, JAPON.
MARKET, DEMAND, PREFERENCES ANALYSIS, MUSIC, EMPIRICAL-RESEARCH, JAPAN.
157. LABRECQUE, Joanne; BELVES, Pamela. "L’organisation des activités de cinéma: une
recherche exploratoire auprès de la clientèle montréalaise." Deuxième Conférence Internationale
sur le management des arts et de la culture. Du 23 au 25 Juin 1993. Groupe HEC, Jouy-en-Josas.
Copyright © (1993, Labrecque, Joanne; Belves, Pamela). Reprinted by permission of AIMAC. All
Rights Reserved.
Cette recherche étudie le comportement du consommateur pour la pratique de l'activité de cinéma.
Les objectifs recherchés visent à identifier la logique organisationnelle et décisionnelle du
consommateur pour la pratique de cette activité et à saisir les particularités de ce loisir dans le
contexte élargi des activités culturelles de loisirs. La nature exploratoire de cette étude a conduit les
chercheurs à effectuer 6 groupes de discussion auprès de consommateurs. Si les résultats obtenus
confirment les tendances de la littérature existante, ils permettent aussi de dégager de nouvelles
hypothèses au niveau du comportement d'organisation de l'activité de cinéma. Ainsi, différentes
dimensions du processus organisationnel et décisionnel ont pu être identifiées mettant en relief le
cheminement suivi par le consommateur pour s'engager dans l'activité de cinéma, et sélectionner un
film en particulier. En replaçant le cinéma dans l'espace des activités culturelles de loisirs, des
particularités perceptuelles, motivationnelles et organisationnelles ont pu être mises en évidence.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DÉCISIONNEL, PLANIFICATION
ORGANISATION DES ACTIVITÉS DE CINÉMA, RECHERCHE-EMPIRIQUE, CANADA.
ET
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, PLANIFICATION AND ORGANIZATION OF
DECISIONS FOR MOVIES, EMPIRICAL-RESEARCH, CANADA.
158. LABRECQUE, Joanne; PICHÉ, Maurice; COLBERT, François. "L’organisation des activités
de loisir des ménages: une étude du marché montréalais". Troisième conférence internationale sur
la gestion des arts. London, July 1995, pp. 37-50. Copyright © (1995, Labrecque, Joanne; Piché,
Maurice; Colbert, François). Reprinted by permission of AIMAC. All Rights Reserved.
La recherche proposée vise principalement à comprendre le processus organisationnel que les
individus au sein des ménages utilisent pour décider de leurs activités de loisirs. Dans le cadre de
cette présentation, nous identifierons le degré de planification des ménages de leurs activités des
loisirs ainsi que les personnes impliquées dans ces différentes activités. Les données utilisées pour
les analyses ont été recueillies lors d'une enquête postale effectuée auprès de 321 ménages de la
région métropolitaine de Montréal. Les répondants à l'étude devaient compléter un journal
d'activités pour une période de trois semaines consécutives. En plus d'énumérer les activités
auxquelles ils ont participées, pour chaque activité effectuée, ces derniers devaient fournir des
informations sur le processus d'organisation de ces activités.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, INFLUENCE DU PROFIL SOCIODÉMOGRAPHIQUE, ARTS, RECHERCHE-EMPIRIQUE, CANADA.
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, SOCIODEMOGRAPHIC INFLUENCE, ARTS,
159. LACHER, Kathleen; MIZERSKI, Richard. "Une étude exploratoire des réactions et de relations
associées à l’évaluation et l’intention d’achat de la musique rock". Recherches et Applications en
Marketing. Vol. X, no 4, 1995, pp. 76-96. Reproduit avec la permission des Presses Universitaires
de Grenoble. Tous droits réservés.
La musique enregistrée est une industrie représentant plusieurs milliers de dollards. Pourtant , peu
d'études ont été menées sur le processus de décision conduisant le consommateur à l'achat. Cette
étude a eu pour but d'examiner les réactions suscitées par une musique rock inédite chez l'auditeur
et de déterminer comment ces réactions influent ultérieurement sur l'intention d'achat du produit
musical. Les résultats expérimentaux montrent que les réactions sensorielles, émotionnelles,
imaginaires et analytiques à la musique ont toutes un effet direct sur les réactions affectives et
«expériencielles», qui à leur tour influencent l'intention d'achat. L'indicateur le plus fort de
l'intention d'achat est le besoin de revivre l'expérience musicale. Le fait d'apprécier la musique
(c'est-à-dire la réaction affective) n'est pas un indicateur de l'intention d'achat aussi fort que la
réaction expériencielle, ce qui montre la capacité de la musique à générer une expérience
absorbante.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, ÉVALUATION DES PROCESSUS
AFFECTIFS ET LEURS RAPPORTS AVEC L’INTENTION D’ACHAT, MUSIQUE ROCK, REVUE DE
LITTÉRATURE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, AFFECTIVE PROCESS AND THEIR RELATIONS
WITH PURCHASE INTENTION, ROCK MUSIC, LITERATURE REVIEW, US.
160. LACHER, Kathleen T; MIZERSKI, Richard. "An Exploratory Study of the Responses and
Relationships involved in the Evaluation to Purchase New Rock Music". Journal of Consumer
Research. Vol. 21, no 1, sept 1994, pp. 366-380. Copyright 1997 by UMI Company. All Rights
Reserved.
Recorded music is a multibillion dollar industry, yet little consumer research has addressed the
decision-making process behind its purchase. The responses new rock music creates in the listener
and how those responses influenced the intention to later buy the music were examined.
Experimental findings revealed that the sensorial, emotional, imaginal, and analytical responses to
music all had direct effects on the affective and experimental responses, which in turn influenced
purchase intention. The strongest indicator of purchase intention was the need to reexperience the
music. Liking the music (affective response) was not as strong as indicator of purchase intention as
was the experimental response, which measures the music's ability to create an absorbing
experience.
COMPORTEMENT DI CONSOMMATEUR, PROCESSUS DE DÉCISION, RÉPONSES AFFECTIVES, INDUSTRIE
DU DISQUE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, AFFECTIVE PROCESSES, RECORD INDUSTRY,
161. LACZNIAK, Gene R; MURPHY, Patrick E. "Marketing the Performing Arts". Atlanta
Economic Review. Nov-Dec 1977, Vol. 27, no 6, pp. 4-9. Copyright 1997 by UMI Company. All
Rights Reserved.
The use of marketing analyses and strategies would enable arts organizations to develop, distribute,
and promote arts products (programs) wich would have increased audience appeal, thereby
reducing the projected debt for future arts programming. Carefully constructed marketing
campaigns could be used to attract new, untapped sources of money for further subsidization. The
inclusion of marketing managers on the board of directors of arts organizations would help assure
that the decisions of the organizations are market oriented. A framework for both planning and
control of arts marketing is suggested. The initial step for any marketing organizations is to decide
on the objectives to be achieved. Three possible objectives are presented. Of paramount importance
is free artistic expression. Continuing and increasing patronage is a second desirable objective, and
community financial support is also vital.
162. LANCASTER, G A.; WRIGHT, G. "Forecasting the Future of Video Using a Diffusion Model".
European Journal of Marketing Planning. Vol. 17, no 2, pp. 71-79.
Les auteurs projettent les ventes des magnétoscopes (vidéo) jusqu'à la fin des années 80 à l'aide
d'un modèle de prévision et tirent des conclusions pour les consommateurs (réductions de prix etc.)
et pour les gestionnaires de ces produits.
PRODUIT, NOUVEAUX PRODUIT, DIFFUSION, VIDÉO, RECHERCHE-EMPIRIQUE, INTERNATIONAL.
PRODUCT, NEW PRODUCTS, DIFFUSION, VIDEO, EMPIRICAL-RESEARCH, INTERNATIONAL.
163. LAZZARO, Elisabetta. "The Actions of Contemporary Visual Arts: A Study of the Determinants
of the Course of Prices”. Troisième Conférence Internationale sur la gestion des arts. London,
July, 1995, pp. 143-152. Copyright © (1995, Lazzaro, Elisabetta). Reprinted by permission of
The present paper is an economic analysis of the monetary acknowledgement of a sample of
contemporary painters by the auction market during the postwar period. The sample includes the
transations of paitings, water-colors and drawings of a group of artists, from their very first
auctions up to now. Each painter is qualitatively diversified, but he belong to the same generation,
for everyone started being active in the same period. Through a cross-sectional regression, we have
tried to determine objective co-factors in the variation of value of a contemporary visual artist,
despite the presence of temporary fashions and given the fact that his production is not given. The
results have mostly confirmed the original hypothesis: the type of media employed, the date of a
single transaction, previous important exhibitions and ownership, as well as the size of the work do
positively affect the price of a contemporary work of art.
MARCHÉ, PRIX, VALEUR, ANALYSE ÉCONOMIQUE, RECHERCHE-EMPIRIQUE, EUROPE.
MARKET, PRICE, VALUE, ECONOMIC ANALYSIS, EMPIRICAL-RESEARCH, EUROPE.
164. LÉGARÉ, B. "Le marketing en milieu muséal: une bibliographie analytique et sélective". Cahier
de recherche GA91-01B. Chaire de gestion des arts. École des Hautes Études Commerciales de
Montréal, mai 1991, 179 p.
MARKETING, MUSÉE, BIBLIOGRAPHIE.
MARKETING, MUSÉE, BIBLIOGRAPHY.
165. LEGUM, Lynn Tracey; GEORGE, William R. "Analysis of Marketing Management Practices
of Dance Companies". Journal of the Academy of Marketing Science. Vol. 9, no 1, winter 1981, pp.
15-27. Copyright © (1981, The Academy of Marketing ScienceWith permission from the Academy
of Marketing Science. All Rights Reserved.
An empirical study was made to examine the degree of marketing orientation of dance companies
and the manner in which marketing is integrated into dance companies' day-to-day management
practices. Data were gathered via questionnaire from 106 dance company managers throughout the
US. While 56% of the respondents believed that a dance company should be marketed with the
same basic techniques as a business firm, 44% disagreed or were uncertain. Use of some marketing
techniques was acceptable to 83% of the respondents. Although most dance managers were aware
of marketing approaches, most resisted applying the techniques. Marketing is basically an
exchange process in which the dance company offers benefits to its target market so as to generate
desired responses, such as ticket sales or fund raising. The current degree of marketing orientation
for dance managers was found to be limited. However, due to several factors, including inflation
and increasing competition among various arts groups, dance managers could benefit from further
acceptance of marketing management to ensure their long-term existence.
UTILISATION DE PRATIQUES MARKETING, DANSE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
USE OF MARKETING PRACTICES, DANCE, EMPIRICAL-RESEARCH, US.
166. LEVSHINA, Elena. "The Peculiarities of Audience Management and Public Support of Theatre
Companies in Contemporary Russia". Troisième Conférence internationale sur le management des
arts et de la culture. London, July 1995, pp. 67-72.
L'auteur présente sous forme d'opinion, les principaux changements qui affectent la gestion des
théâtre en Russie, et plus particulièrement les défis auxquels ils sont confrontés financièrement
depuis le changement de structure économique. Elle souligne notamment les efforts qu'il ya à faire
en terme de marketing auprès des auditoires et des sponsors potentiels.
UTILISATION DE PRATIQUES MARKETING, THÉÂTRES, OPINION, RUSSIE.
USE OF MARKETING PRACTICES, THEATRES, OPINION, RUSSIA.
167. LUMPKIN, James R; DARDEN, William R. "Relating Television Preference Viewing to
Shopping Orientations, Lifestyles, and Demographics: the Examination of Perceptual Preferences
Dimensions of Television Programming". Journal of Advertising. Vol. 11, no 4, 1982, pp. 56-67.
Reprinted by permission of CTC Press 1997. All Rights Reserved.
Matching advertising to the appropriate segment is especially critical for television advertising
wich reaches many diverse segments. This problem has received much attention from researchers
over the years. Attempts have been made to develop a television program typology based on the
program's most salient feature rather than the dimensions perceived by the audience. However,
little research has related preference for these program types to market related variables. The
purpose of this study was to determine the perceived dimensions underlying the television
programs and the similarity of the programs along the dimensions, and if various program
preference groups differ with respect to life styles, shopping orientations, and demographics. The
results of this research suggest that consumers prefer distinct sets of programs rather than one
specific type. The preference groups were found to differ with respect to life styles and
demographics but not shopping orientations.
MARCHÉ, SEGMENTATION, VARIABLES DÉMOGRAPHIQUES, TV, RECHERCHE-EMPIRIQUE, ÉTATSUNIS.
MARKET, SEGMENTATION, DEMOGRAPHIC VARIABLES, TV, EMPIRICAL-RESEARCH, US.
168. MARIET, François. "La télévision hispanophone aux États-Unis. Contraintes linguistiques et
développement médiatique". Revue Française de Marketing. No 123, 1989/3, pp. 33-49.
L'auteur présente les résultats d'une étude qui comprend l'analyse de la structure de l'offre
(émergence, développement et concurrence) des télévisions hispanophones aux États-Unis, de la
structure de la demande (démographie, segmentation) et des conclusions que l'on peut tirer de cette
étude pour comprendre l'émergence de media ethniques en Europe.
MARCHÉ, SEGMENTATION, GROUPES ETHNIQUES, TV, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, ETHNIC GROUPS, TV, EMPIRICAL-RESEARCH, US.
169. MARSDEN, Peter; SHELTON REED John. "Cultural Choice Among Southerners". American
Behavioral Scientist. Vol. 26, no 4, march/april 1983, pp. 479-492. Copyright © (1983, Sage
Publications). Reprinted by permission of Sage Publications.
Marsden and Reed isolate seven patterns of cultural choice using a cluster analysis of a
multidimensional scale of items from a 1977 survey of leisure activities in the Southern region of
the United States. They then use regression analysis to isolate the social demographic correlates of
the clusters.
US.
170. MARUANI, L; LE NAGARD, E; MANCEAU, D. "Le prix du livre: analyse microéconomique
et marketing des effets du prix unique". HEC-France. Papier de recherche, no CR 538/1995.
Dans l'édition, le prix est fixé par les éditeurs et non par les détaillants comme dans la plupart des
secteurs économiques. Cette recherche vise à analyser les conséquences de ce système plus de dix
ans après son instauration (Loi Lang 1981). La méthodologie adoptée consiste à étudier les
conséquences d'une suppression hypothétique de la loi en interviewant différents acteurs de la
filière, des détaillants et des clients, puis en menant, sur cette base, une analyse micro-économique
approfondie.
PRIX, FIXATION DE PRIX, CONSÉQUENCE DE L'ADOPTION DE LA LOI LANG, LIVRE, RECHERCHEEMPIRIQUE, FRANCE.
PRICE, PRICE-SETTING, CONSEQUENCE OF THE LANG BILL ON BOOKS PRICE, EMPIRICAL-RESEARCH,
FRANCE.
171. MATHESON, Fiona C. "Marketing Strategy for the Tanfield Railway Museum". Museums
Journal. Vol 91, july 1991, pp. 28.
172. MAYAUX, François. "Le marketing au service de la culture". Revue française de Marketing. no
113, 1987/3, pp. 37-46.
L'auteur expose les tensions entre marketing et culture dans le contexte culturel français, les
apports du marketing à la culture et propose quelques modèles conceptuels d'auteurs influents dans
ce champs.
PRATIQUES DE MARKETING SELON LE TYPE DE SECTEUR CULTUREL, ARTS, RECHERCHE-THÉORIQUE.
MARKETING PRACTICES ACCORDING TO THE TYPE OF CULTURAL ACTIVITIES, THEORETICALRESEARCH.
173. MAYFIELD, Teri L; CROMPTON, John L. "The Status of the Marketing Concept Among
Festival Organizers". Journal of Travel Research. Vol. 33, no 4, spring 1995, pp. 14-22. Copyright
An instrument designed to operationalize adoption of the marketing concept was completed by a
sample of 291 festival organizers. It consisted of 27 items derived from a literature review and
focus group interviews. Factor analyses and a series of decision rules were used to develop a final
instrument of 17 items that comprised 3 dimensions: visitor orientation, pre-experience assessment,
and post experience evaluation. Respondents perceived most festival organizers to be visitororiented, fewer to engage in postexperience evaluation, and still fewer to undertake pre-experience
assessment. The level of sophistication at which the marketing concept was implemented by
festivals appeared to reflect the level of available resources.
UTILISATION DE PRATIQUES MARKETING, FESTIVAL, RECHERCHE-SONDAGE, ÉTATS-UNIS.
USE OF MARKETING PRACTICES, FESTIVAL, SURVEY, US.
174. McLEAN, Fiona. "Services Marketing: The Case of Museums". Service Industries Journal. Vol.
14, no 2, april 1994, pp. 190-203.Copyright 1997 by UMI Company. All Rights Reserved.
Services marketing theory does not currently command widespread support. Services are classified
into a number of characteristics and have been incorporated into an expanded marketing mix.
Museums are taken as a specific services case study and the classificatory scheme and expanded
marketing mix in the museum situation are examined. A number of issues are identified which
diverge from the current services marketing theories. It is concluded that these issues need to be
further investigated and resolved through comparison with other services case studies.
MIX MARKETING, MUSÉES, RECHERCHE-THÉORIQUE.
MARKETING-MIX, MUSEUMS, THEORETICAL-RESEARCH.
175. MERCILLON, Henri; GREGORY, Pierre. "Marketing et marché de l’art: vers un
bouleversement des échanges des biens d’art ?" Revue Française de Marketing. no 132-133,
1991/2-3, pp. 157-164.
Les auteurs s'intéressent particulièrement aux interrelations entre le marché de l'art et le marketing.
Ils mettent en évidence l'apparente incompatibilité entre les deux et les transformations que le
marketing provoque sur ce marché.
UTILISATION DE PRATIQUES MARKETING, ARTS, OPINION, FRANCE.
USE OF MARKETING PRACTICES, ARTS, OPINION, FRANCE.
176. MEYERSCOUGH, John. "Measuring the Impact of the Arts: The Glasgow 1990 Experience".
Journal of the Market Research Society. Vol. 34, no 4, oct 1992, pp. 323-335. Copyright 1997 by
A tracking study was carried out to monitor Glasgow's year as the European City of Culture in
1990. The 2 objectives of the year were to celebrate Glasgow as the cultural capital of Europe in
1990 by developing a visible high profile program of cultural activity and to develop and
strengthen structures that would have longer-term positive impacts on Glasgow's cultural, social,
and economic environment. It is concluded that the year delivered a major boost to Glasgow's
cultural system and significantly improved external perceptions of the city. Major developments
took place in visitor markets for arts events and attractions in Glasgow. The expanded tourist
interest was an achievement that signalled significant future opportunities. The year generated
substantial net economic and social benefits, with extra employment estimated at 5,350 to 5,580
person years. In terms of development, the main achievements related to market growth, increased
access to the arts, and improved perceptions of the city.
RETOMBÉES ÉCONOMIQUES, SOCIALES ET TOURISTIQUES POUR GLASGOW, ARTS, RECHERCHEEMPIRIQUE, ROYAUME-UNI.
ECONOMIC, SOCIAL AND TOURISTIC BENEFITS FOR THE CULTURAL CAPITAL
(GLASGOW),
177. MILLER, Roger L. "Marketing Small Colleges and University Theatre Programs". Journal of
Arts Management. Vol. 18, no 4, pp. 65-87.
L'auteur réalise une étude sur les pratiques marketing dans certaines universités et départements
universitaires de théâtre aux États-Unis. Parmi les pratiques étudiées, on retrouve: le recrutement
des étudiants, les politiques et les mises en œuvre de rétention, les politiques et les mises en œuvre
pour le développement du public.
UTILISATION DE PRATIQUES MARKETING, VARIABLES DU MACRO-ENVIRONNEMENT, CHANGEMENT
TECHNOLOGIQUE, THÉÂTRE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
USE OF MARKETING PRACTICES, MACROENVIRONNEMENT VARIABLES, TECHNOLOGICAL CHANGE,
THEATRE, EMPIRICAL-RESEARCH, US.
178. MITTAELSTAEDT, Robert A; STASSEN, Robert E. "Structural Changes in the Phonograph
Record Industry and Its Channel of Distribution, 1946-1966". Journal of Macromarketing. Vol. 14,
no 1,spring 1994, pp. 31-44. Copyright 1997 by UMI Company. All Rights Reserved.
The recording industry underwent many changes between 1946 and 1966. Technology changes, in
the form of LPs and 45s, made the product deliverable to the consumer in new ways. The number
of retail outlets expanded to include mostly nonrecord (or nonmusic) retailers. The combination of
changes in popular preferences and technological advances in sound recording and reproduction led
to a deconcentration of the phonograph record industry in the 20 years after World War II. The
unbreakable nature of the new products led to an expansion in the outlets by which recordings
could be delivered to the consumer. These two trends combined to produce major changes in the
channels of distribution.
MARCHÉ, VARIABLES DU MACROENVIRONNEMENT, INDUSTRIE DU DISQUE, RECHERCHE-EMPIRIQUE,
ÉTATS-UNIS.
MARKET, MACROENVIRONNMENT, VARIABLES, RECORD INDUSTRY, EMPIRICAL-RESEARCH, US.
179. MIZERSKI, Richard W. "An Attribution Explanation of the Disproportionate Influence of
Unfavorable Information". Journal of Consumer Research. Dec 1982, Vol. 9, no 2, pp. 301-310.
It is questioned how valuable and valid are all consumer behavior research findings. It is difficult to
evaluate critically and distinguish that which is acceptable from that which is not. Five broad
categories of problems exist: 1. contemporary theories (and comprehensive models), 2. methods, 3.
measures, 4. statistical techniques, and 5. subject matter. The evaluation of consumer research
should be predicated upon a definition of consumer behavior encompassing the acquisition,
consumption, and disposition of goods, services, and time by decision-making units. The theories,
models, and concepts have had little influence on consumer research during the last 5 years. Many
of the writings on consumer behavior reflect a shotgun approach, particularly in relation to
behavioral science. The ubiquitous verbal reports via interviews and questionnaires are shot
through with interview errors, respondent errors, and instrument errors. Measures and indices offer
a bewildering array of definitions, with little or no validity. Statistical methods and techniques
reflect the fewest number of problems and in recent years have shown the greatest number of
advances. It is important to realize that we are in the midst of a consumer research explosion.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, IMPACT RESPECTIF DES
ATTRIBUTIONS POSITIVES OU NÉGATIVES DES PRODUITS, ARTS, RECHERCHE-EMPIRIQUE, ÉTATSUNIS.
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, CONSEQUENCES OF NEGATIVE AND POSITIVE
ATTRIBUTION REGARDING THE PRODUCTS, ARTS, EMPIRICAL-RESEARCH, US.
180. MOLLER, K.E.K; KARPINEN, P. "Consumer Motion Picture Choice: Audience Mapping and
Preference Regression". Congrès annuel de l'académie européenne de Marketing.12. 1983, pp. 83104.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, EXAMEN ET REPRÉSENTATIONS
DES MOTIVATIONS DE BASE À L'AIDE D'UNE ANALYSE FACTORIELLE, INDUSTRIE DU CINÉMA,
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, MOTIVATIONS ANALYSIS, MOVIES INDUSTRY,
181. MONORCHIO, Andrea. "The Cost of Culture". Review of Economic Conditions in Italy. No 1,
Jan-Jun 1995, pp. 57-78. Copyright 1997 by UMI Company. All Rights Reserved.
That cultural activities cannot be considered economically unproductive is well established and
commonly acknowledged. Considering this widespread awareness, the extent to which the state
attaches importance in practice to supporting and promoting these activities deserves inquiry. A
tolerably reliable yardstick for gauging the state's commitment is given by the costs it incurs for
interventions in the sector of culture. In this regard, Italy has made good headway in the past 30
years and is now approaching the average levels in Europe. Nonetheless, there remain pronounced
and worrisome differences with respect to the other countries, particularly in education. Falling
birth rates and the consequent contraction of the student population have spurred an overall
restructuring of the school and university systems, which elsewhere provide qualitatively higher
standards of service than in Italy with comparable and at times fewer resources. Italy therefore
needs to correct the functional imbalances of its system, which is still characterized by structural
rigidities, redundant and uncoordinated organizational arrangements, inefficient use of human
resources and ultimately waste of financial resources.
CONDITIONS ÉCONOMIQUES DU SECTEUR CULTUREL EN ITALIE, RECHERCHE-EMPIRIQUE, ITALIE.
ECONOMIC CONDITIONS OF THE CULTURAL SECTOR IN ITALY, EMPIRICAL-RESEARCH, ITALY.
182. MONTEL, Jean-Jacques. "Étude comparative d’image entre le cinéma français et le cinéma
américain". Deuxième Conférence Internationale sur le management des arts et de la culture. 23 au
25 Juin 1993. Groupe HEC, Jouy-en Josas. Copyright © (1993, Montel, Jean-Jacques) Reprinted
by permission of AIMAC. All Rights Reserved.
Alors que se poursuit le déclin de la fréquentation cinématographique en France, le cinéma
américain fait preuve d'une belle santé, on observe une bonne stabilité des entrées des films
américains et une baisse très nette des films français. Il en résulte une progression inquiétante de la
part de marché des films américains qui est passée de 31% en 81 à 59% en 1991.
Une première analyse a permis d'éliminer les causes purement quantitatives de cette évolution
telles que: la diminution de l'offre des films français (on observe même une légère progression), la
progression de l'offre des films US (elle est faible), l'évolution moins favorable des budgets des
films français (ils ont plus que doublé entre 86 et 91).
Ceci nous à conduit à nous intéresser à des causes plus qualitatives avec une double hypothèse: les
films américains semblent mieux correspondre aux attentes du public mais on peut se demander si
le cinéma français ne souffre pas d'un problème d'image qui expliquerait sa désaffection. Pour
vérifier ou invalider ces hypothèses une étude en trois étapes a été conduite:
-
une étude documentaire qui s'est intéressée aux aspects quantitatifs et statistiques de l'évolution
de la fréquentation,
-
une étude qualitative volontairement raccourcie dans la mesure où le CNC a effectuée une
recherche voisine et nous a communiqué ses résultats, elle nous a permis de déterminer quels
sont les attributs de l'image des cinéma français et américains, les attentes des spectateurs,
-
une étude quantitative est actuellement conduite auprès d'un échantillon de 700 spectateurs à
Paris et en province, elle permettra de mesurer sous forme de notes et d'échelles les atttentes,
les attributs d'image, les appréciations concernant divers films, sans négliger l'identification des
répondants et leurs habitudes de fréquentation.
Les résultats attendus: quels sont les attributs de l'image du cinéma français et américain et existe-til des attributs permettant de les différencier ? Les spectateurs identifient-ils facilement la
nationalité d'un film et la nationalité est-elle un critère d'évaluation ? Existe-t-il des spectateurs
plutôt américanophiles ou plutôt francophiles, si oui en quoi diffèrent les images qu'ils ont des deux
cinémas et leurs attentes ? Quels sont leurs films préférés et existe-t-il des différences régionales ?
MARCHÉ, DEMANDE, COMPARAISON ENTRE L’IMAGE DES FILMS FRANÇAIS ET AMÉRICAINS,
INDUSTRIE DU CINÉMA, RECHERCHE-EMPIRIQUE, FRANCE.
MARKET, DEMAND, ANALOGY BETWEEN FRENCH AND AMERICAN MOVIES, MOVIES INDUSTRY,
EMPIRICAL-RESEARCH, FRANCE.
183. MORRIS, David Jr. "The Railroad and Movie Industries: Were They Myopic ?" Journal of the
Academy of Marketing Science. Vol. 18, no 4, fall 1990, pp. 279-283. Copyright 1997 by UMI
Regulation prevented the railroad and film industries in the US from responding successfully to the
demands of the marketplace. Although both industries attempted to move into other industries, they
were blocked by government regulations. However, the belief among marketing scholars that the
railroad and film companies were myopic is not substantiated by historical evidence. Levitt's 1960
condemnation of them and the oil and automobile industries could have been a reflection of a
prevailing public policy theory rather than a balanced, historical interpretation of economic reality.
In the US, an anti-big-business policy dominated from the passage of the Sherman Act of 1890
until this decade. The railroad and film managements were not shortsighted; instead, they were
simply insufficiently powerful.
MARCHÉ, ENVIRONNEMENT, RÉGULATIONS GOUVERNEMENTALES,
RECHERCHE-EMPIRIQUE/THÉORIQUE, ÉTATS-UNIS.
MARKET,
ENVIRONMENT,
GOVERNMENT
EMPIRICAL/THEORETICAL-RESEARCH, US.
INDUSTRIE
REGULATIONS,
MOVIES
DU
CINÉMA,
INDUSTRY,
184. MORRISON, William G. "Child Exposure to the Performing Arts: The Implications for Adults
Demand". Journal of Cultural Economics. Vol 10, no 1, june 1986, pp. 17-24.
L'auteur élabore un modèle de la demande nouvelle pour les arts de la scène qui mesure notamment
l'importance de l'éducation et du revenu. Il met en évidence l'importance de la participation pendant
l'enfance plutôt que la simple exposition aux arts comme critère déterminant de la participation à
l'âge adulte.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, IMPACT DE LA
PARTICIPATION ACTIVE DES ENFANTS DANS LEUR DEMANDE DE FUTURS ADULTES, ARTS,
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, IMPACT OF ACTIVE CHILDREN'S PARTICIPATION IN
THEIR LATER DEMAND AS ADULTS, EMPIRICAL-RESEARCH, CANADA.
185. MORTON, Madeleine A. "Arts Marketing Consortia. The Case for the Co-operative Approach to
Marketing the Arts". Symposium on Research and Marketing for the Arts. Florence(Italy)., 28-30
May 1990, pp. 105-115.
186. MOTTA, Paulo Cesar; SCHEWE, Charles D. "Targeting Mature Adult Patrons: Some
Marketing Directives". Deuxième Conférence Internationale sur la gestion des arts et de la culture.
Du 23 au 25 Juin 1993. Groupe HEC. Jouy-en Josas. Copyright © (1993, Motta, Paulo Cesar;
Schwew, Charles D) Reprinted by permission of AIMAC. All Rights Reserved.
This article presents marketing directives that address the blending of two complex issues: arts
marketing and an aging patron market. The complexity of arts marketing is viewed as resulting
from difficulties in placing consumer wants and needs above those of the producers. Complexities
of aging are considered from the perspective of psychological and physiological changes that
evolve over time. In seeking patrons, the artworld will find older consumers exhibiting the largest
discretionary income of any age bracket. This paper presents fifteen directives that evoke five areas
of marketing efforts: demographic segmentation, augmented product strategy, advertising
communication, capturing attitudes and preferences, and unsing findings to create desired benefits.
187. NANTEL, Jacques; COLBERT, François. "La segmentation du marché québéquois en matière
d’activités culturelles et de loisir: une analyse de portefeuilles d’activités choisies". Deuxième
Conférence Internationale sur le management des arts et de la culture. Du 23 au 25 Juin 1993.
Groupe HEC, Jouy-en-Josas. Copyright © (1993, Nantel, Jacques; Colbert, François). Reprinted by
Basée sur un échantillon aléatoire de 620 consommateurs, la présente recherche procède à l'analyse
de dix-sept activités culturelles et récréatives. Le taux de complémentarité ou d'interchangeabilité
qui existent entre ces activités nous permettent d'identifier certains portefeuilles de produits
culturels. Pour le gestionnaire, l'identification de ces portefeuilles pourrait les amener à
commercialiser non plus seulement des activités mais également des combinaions d'activités. Une
analyse de certaines caractéristiques sociodémographiques des consommateurs nous permet
également d'identifier les segments qui pourraient être intéressés par de telles offres.
MARCHÉ, SEGMENTATION, COMBINAISON D’ACTIVITÉS, ARTS, RECHERCHE-EMPIRIQUE, CANADA.
MARKET, SEGMENTATION, ACTIVITIES COMBINATION, ARTS, EMPIRICAL-RESEARCH, CANADA.
188. NANTEL, Jacques; COLBERT, François. "Positioning Cultural Arts Products in the Market".
Journal of Cultural Economics. Vol. 16, no 2, dec 1992, pp. 63-71. Reprinted by permission of
Kluwer Academic Publishers. All Rights Reserved.
In this market study, sixteen cultural "products" were examined. These products were chosen on
the basis of two criteria. First, they had to be popular enough so that they could be evaluated by a
majority of consumers. Second, each product had to be sufficiently different form the other fifteen
in order to generate a large variety of positioning. Descriptive adjectives were generated wich were
used for the affective evaluations of the products. Based on that review, seventeen adjectives were
initially retained and a contingency table was submitted to a correspondance analysis. The
correspondence analysis generated combinations of the initial adjectives in such a way that we
obtained a significant dimension on wich sixteen types of performances were positioned. Second, the relative positions of these performances produced clusters of events wich unveil the way
respondents perceive the market. The first dimension, wich explains 47 percent of the variance, is
characterized by the opposition of two adjectives: "Diverting" versus"adds to my culture". The
second dimension, wich explains 21 percent of the variance, is characterized by the opposition of
the following two adjectives: "Relaxing" versus "irritating".
MARCHÉ, POSITIONNEMENT, CARTE PERCEPTUELLE, ARTS, RECHERCHE-EMPIRIQUE, CANADA.
MARKET, POSITIONING, PERCEPTUAL MAP, ARTS, EMPIRICAL-RESEARCH, CANADA.
189. NEVILLE, Thomas; WINN, Paul. "The Search for a Good Measure of Readership: The TGISimmons Controversy". Journal of Advertising. Vol 5, no 1, 1976, pp. 10-17. Reprinted by
permission of CTC Press 1997. All Rights Reserved.
Magazine readership has been important to the advertising field for a long time. Interested partie
have included agencies, clients and the magazines. With the introduction of Target Group Index
(TGI) the routine use W.R. Simmons and Associates syndicated services has been questioned as
well as what "readership" really means.
This project attempts to accomplish three objectives:1) develop a few normative standards for
measuring magazine readership, 2) compare TGI and Simmons in terms of their performance
against these standards, 3) develop some reasoning for where there are, in some cases, substantial
discrepancies between results that are designed to measure the same construct.
MARCHÉ, DEMANDE, ÉVALUATION D’UNE MESURE ADÉQUATE POUR LE TAUX DE LECTURE DES
MAGAZINES, MAGAZINES, RECHERCHE-THÉORIQUE.
MARKET, DEMAND, READERSHIP MEASURE ASSESSMENT, MAGAZINES, THEORETICAL-RESEARCH.
190. NIELSEN, Richard P; McQUEEN, Charles; NIELSEN, Angela. "Public Policy and Attitudes
on Tax Support for Live Artistic Communications Media". American Journal of Economics and
Sociology. Vol. 35, april 1976, pp. 149-160. Reprinted by permission of the editor of the American
Journal of Economics and Sociology. All Rights Reserved.
Hypothesized direct and interaction relationships among the dependent variables willingness to pay
more taxes for support of live artistic communications media and the independent variables of past
attendance, education, income, leisure time, and liberalism-conservatism are tested. Past enjoyment
probably makes people more favorable to tax support. Social policy implications of the results are
discussed.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES SOCIO-DÉMOGRAPHIQUES,
L’ATTITUDE, ARTS DE LA SCÈNE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MESURE
DE
CONSUMER BEHAVIOUR, SOCIODEMOGRAPHIC CHARACTERISTICS, ATTITUDE MEASUREMENT,
PERFORMING ARTS, EMPIRICAL-RESEARCH, US.
191. NIELSEN, Richard P; McQUEEN, Charles; NIELSEN, Angela. "A Generalized Value,
Instrumentality, Sanction Performing Arts Audience Attitude Model". Performing Arts Review. Vol
6, no 3, 1975-76.
Les auteurs présentent les résultats empiriques d'un modèle général d'attitude pour les arts de la
scène et en particulier pour le théâtre. Ils concluent notamment de la validité accrue de certaines
dimensions par rapport à d'autres pour expliquer l'attitude du public.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ATTITUDE, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, ATTITUDE, EMPIRICAL-RESEARCH, US.
192. NIELSEN, Richard P; McQUEEN, Charles; NIELSEN, Angela. "Attendance Types of
Performing Arts Events and Explanations for Attendance and Non-Attendance". Performing Arts
Review. Vol 6, no1, 1975, pp. 399-406.
Les auteurs réfléchissent principalement autour de trois questions: 1) s'il existe du point de vue de
l'audience, un type d'événement artistique par rapport aux autres formes de divertissement, d'un
point de vue de l'audience, quels sont les différents types d'audience 3) quelles sont les similarités
et les différentes raisons des spectateurs qui assistent ou qui n'assistent pas à différents types
d'évènements artistiques.
MARCHÉ, OFFRE, TYPOLOGIE DE L'OFFRE, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, SUPPLY, TYPOLOGY OF THE SUPPLY, ARTS, EMPIRICAL-RESEARCH, US.
193. NIELSEN, Richard P; McQUEEN, Charles; NIELSEN, Angela. "Performing Arts Audience
Segments: A Case Study". Performing Arts Review. Vol 6, no 2, 1975, pp. 301-310.
Les auteurs proposent 1) une étude de la segmentation de l'auditoire pour les arts de la scène dans
la ville d'Urbana-Champaign, 2) les bénéfices des études de segmentation 3) une mise en évidence
des directions à prendre pour les recherches futures sur la segmentation des auditoires.
MARCHÉ, SEGMENTATION, BÉNÉFICES ET LACUNES DE LA SEGMENTATION, ARTS DE LA SCÈNE,
ÉTUDE DE CAS, ÉTATS-UNIS
MARKET, SEGMENTATION, BENEFITS AND LACKS OF SEGMENTATION, PERFORMING ARTS, CASE
STUDIES, US.
194. NOORDMAN, Dr. Th. "About Museums Marketing Characteristics". Quatrième Conférence
Internationale sur le management des arts et de la culture. June 29-July 2, 1997, Golden Gate
University, San-Francisco., pp. 459-466.
L'auteur discute des apports principaux du marketing à la gestion des musées et de sa différence
avec le marketing des services.
UTILISATION DE PRATIQUES MARKETING, MUSÉES, OPINION, HOLLANDE.
USE OF MARKETING PRACTICESS, MARKETING, MUSEUMS, OPINION, NETHERLANDS.
195. O’GUINN, Thomas C; FABER, Donald; MEYER, Timothy P. "Ethnic Segmentation and
Spanish-Language Television". Journal of Advertising. Vol. 14, no 3, 1985, pp. 63-66. Reprinted
with permission of CTC Press 1997. All Rights Reserved.
In this article, the authors expand upon their previously published findings on the use of Spanishlanguage broadcasting. Discriminant analysis was used to produce a profile of Mexican-Americans
who prefer Spanish-language television over English-language television. A comparison of this
profile with that previously derived for Spanish-language radio listeners indicates that while there
is some overlap between these audiences, they are far from identical. The implications of these
results should be considered by those anticipating implementing an ethnic segmentation strategy
utilizing Spanish-language radio or television.
MARCHÉ, SEGMENTATION, GROUPES ETHNIQUES, TV, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, ETHNIC GROUPS, TV, EMPIRICAL-RESEARCH, US.
196. O’NEILL,M. C; LACHAPE,R; WELZL-FAIRCHILD, A; BANNA, N; DUFRESNE-TASSÉ,
C. "Publicité, éducation et fidélité des visiteurs de musées". Quatrième conférence internationale
sur le management des arts et de la culture. June 29-July 2, 1997, Golden Gate University, SanFrancisco, pp. 161-168.
Les auteurs cherchent à voir dans quelle mesure la publicité peut remplir une fonction éducative et
étudient empiriquement l'expérience de la fréquentation à l'aide d'une approche appelée "Think
Aloud" (validée par les psychologues cognitivistes).
PROMOTION, PUBLICITÉ, ÉDUCATION AUPRÈS DES VISITEURS, MUSÉES, RECHERCHE-EMPIRIQUE,
CANADA.
PROMOTION, ADVERTISING, EDUCATION AMONG VISITORS, MUSEUMS, EMPIRICAL-RESEARCH,
CANADA.
197. PAILLER, Danielle. "Les buts de la consommation culturelle de théâtre: une échelle de mesure".
Quatrième conférence internationale sur le management des arts et de la culture. June 29-July 2,
1997, Golden Gate University, San-Francisco, pp.481-493.
L'auteur s'intéresse aux buts individuels conduisant à la consommation de représentation théâtrales.
Elle identifie d'abord la problématique à travers une revue de littérature, puis teste empiriquement
(à l'aide d'analyse factorielle)les quatre dimensions retenues, à savoir: l'hédonisme social,
l'enrichissement intellectuel, la stimulation émotionnelle et le divertissement. Finalement, elle
présente de manière générale les contributions de cette étude pour les responsables de la
programmation du répertoire théâtral.
COMPORTEMENT DES CONSOMMATEURS, PROCESSUS DE DÉCISION, BUTS INDIVIDUELS, THÉÂTRE,
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, INDIVIDUAL GOALS, THEATRE, EMPIRICALRESEARCH, FRANCE.
198. PERRY, Michael. "Measuring Newspaper Readership in Israel". Journal of the Market Research
Society. Vol. 17, no 3, pp.
L'auteur mesure empiriquement le taux de lecture des grands quotidiens israéliens et compare ses
résultats avec différentes méthodes utilisées.
MARCHÉ, SEGMENTATION, ÉVALUATION D’UNE MESURE ADÉQUATE POUR LE TAUX DE LECTURE
DES QUOTIDIENS, QUOTIDIENS, RECHERCHE-EMPIRIQUE, ISRAEL.
MARKET, SEGMENTATION, READERSHIP MEASURE ASSESSMENT FOR NEWSPAPERS, NEWSPAPERS,
EMPIRICAL-RESEARCH, ISRAEL.
199. PESANDO, James E. "Art as an Investment: The Market for Modern Prints". American Economic
Review. Vol. 83, no 5, dec 1993, pp. 1075-1089. Copyright 1997 by UMI Company. All Rights
Reserved.
Repeat sales of modern prints at art auctions are used to estimate a semiannual index of prices for
the period 1977-1992. The price index is then used to address the question of whether the riskreturn characteristics of prints compare favorably to those of traditional financial assets, such as
common stocks and fixed-income securities. It is shown that the mean real return on the aggregate
print portfolio is only 1.51%, well beneath the real returns on stocks, US government bonds, and
even US Treasury bills. Further, the risk of investing in prints is comparable to the risk of investing
in stocks or long-term bonds. It must be concluded, based on the risk-return criterion, that
investment in this segment of the art market compares unfavorably to an investment in traditional
financial assets. There is substantial noise in auction prices, but little or no support for the
proposition that some artists command higher prices in certain countries or that masterpieces
outperform the market.
MARCHÉ, CONCURRENCE, THÉORIE ÉCONOMIQUE, OBJETS D’ART, RECHERCHE EMPIRIQUE, ÉTATSUNIS.
MARKET, COMPETITION, ECONOMIC THEORY, ARTS OBJECTS, EMPIRICAL-RESEARCH, US.
200. PETERSON, Richard A. "Patterns of Cultural Choice". American Behavioral Scientist. Vol. 26,
no 4, march/april 1983, pp. 422-438. Copyright © (1983, Sage Publications). Reprinted by
permission of Sage Publications, Inc.
Introducing the joint effort to account empirically for taste, Peterson adavances the concept
"patterns of cultural choice", and contrasts it with "lifestyle", "subculture", "culture class", "taste
culture", and "status group". He then introduces the eight research article, wich employ alternative
strategies of isolating choice patterns.
DÉFINITION DE “PATTERN OF CULTURE”, RECHERCHE-THÉORIQUE.
“PATTERN OF CULTURE” DEFINITION, THEORETICAL-RESEARCH.
201. PETR, Christine. "La sémiotique au service du marketing du patrimoine". Quatrième conférence
internationale sur le management des arts et de la culture. June 29-July 2, 1997, Golden Gate
University, San-Francisco, pp.507-519. Copyright © (1997, Petr, Christine). Reprinted by
Seule une part minoritaire des visiteurs d'un site culturel réalise la visite payante du monument.
Afin de comprendre pourquoi certains choisissent de découvrir le monument de l'intérieur même
s'il faut payer pour cela quand d'autres ne le font pas, une étude qualitative a été menée auprès de
visiteurs de différents lieux archéologiques bretons.
Utilisant la méthodologie sémiotique, cette recherche a permis d'identifier les différents flux de
fréquentation présents sur ces sites et de mettre en évidence l'élément autour duquel se cristallisent
les variances comportementales des visiteurs. Dès lors, il a été possible de comprendre les diverses
logiques de visite culturelle en fonction du rôle que les visiteurs attribuent au patrimoine et à sa
découverte.
COMPORTEMENT DES CONSOMMATEURS, APPORT DE LA SÉMIOTIQUE À LA COMPRÉHENSION DE LA
CONSOMMATION CULTURELLE, ARTS, RECHERCHE-THÉORIQUE.
CONSUMER BEHAVIOR, SEMIOTIC BENEFITS TO THE UNDERSTANDING OF THE CULTURAL
CONSUMPTION, ARTS, THEORETICAL RESEARCH.
202. PETRIE, Brian M; MILTON, Brian G. "Arts, Leisure, and Social Structure in Canada: The
Multivariate Analysis of Predictors of Leisure Activity Style". Proceedings of the Third Canadian
Congress on Leisure Research. 1983, pp. 159-186.
Les auteurs cherchent à montrer grâce aux résultats de sondage sur la population canadienne, qu'il
existe une tendance vers la création "d'institutions secondaires" à l'intérieur de la sphère privée. Ils
identifient 13 catégories différentes de style de vie pour les consommateurs de loisirs.
MARCHÉ, STRUCTURE, SEGMENTATION DES CLIENTÈLES D’ARTS AU CANADA, ARTS, RECHERCHEEMPIRIQUE, CANADA.
MARKET, STRUCTURE, SEGMENTATION OF ARTS CONSUMERS IN CANADA, ARTS, EMPIRICALRESEARCH, CANADA.
203. PETROSKY, Richard A. "Extending Innovation Characteristic Perception to Diffusion Channel
Intermediaries and Aesthetic Products". Advances in Consumer Research. Proceedings of the
Association for Consumer Research. Vol. 18, 1991, pp. 627-634. With permission of The
Association for Consumer Research. All Rights Reserved.
An extension of Rogers' innovation characteristic framework is proposed that applies to aesthetic
rather than an utilitarian products as perceived by facilitators rather than consumers. Aesthetic
products are defined as works of art, music, and fashion. Facilitators are defined as actors
intermediate to producers and consumers in the diffusion channel who perform the functions of
criticism and interpretation of the product. Facilitator-level evaluations of jazz and clothing fashion
are examined, resulting in the discovery of supplementary categories: 1) legitimacy, defined as an
assessment of the innovation with respect to the conventions of the product category, and, 2)
potential genrefication, defined as an assessment of the innovation in terms of ability to foster a
genre within the broader domain of styles in the product category. Roger's complexity is
reconsidered as having a curvilinear effect on adoption.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, APPLICATION DU MODÈLE
DE ROGERS, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, ROGERS MODEL APPLICATION, ARTS EMPIRICAL, US.
204. PINTO, Cynthia; REID, Sonia. "Using Research to Develop a Strategic Plan for the Arts in
London". Symposium on Research and Marketing for the Arts. Florence(Italy)., 28-30 May 1990,
pp. 211-228.
MARCHÉ, DEMANDE, STRATÉGIE DE MARKETING ÉLABORÉES, ARTS, RECHERCHE-EMPIRIQUE,
ROYAUME-UNI.
MARKET, DEMAND, DEVELOPED MARKETING STRATEGIES, ARTS, EMPIRICAL-RESEARCH, UK.
205. POHL, Karl-Wilhem. "Sponsoring et télévision en Allemagne". Revue Française de Marketing.
No 131, 1991/1.
L'auteur présente l'évolution du mécénat corporatif pour la télévision en Europe. Il cite quelques
statistiques sur son développement en Allemagne et discute du futur de ces formes de subventions à
la culture.
PROMOTION, COMMANDITE, BÉNÉFICES DU MÉCÉNAT POUR LES MÉDIAS, TV, OPINION/EMPIRIQUE,
ALLEMAGNE.
PROMOTION, SPONSORSHIP, BENEFITS OF PATRONAGE FOR THE MEDIAS, TV, OPINION/EMPIRICAL,
GERMANY.
206. PRONOVOST, Gilles. "Modes d’appropriation de la culture et gestion des arts". Première
Conférence Internationale sur la gestion des arts. École des HEC Montréal, du 22 au 24 Août
1991, pp. 187-201. Copyright © (1992, École des Hautes Études Commerciales (HEC)Montréal).
Dans un premier temps, nous faisons état d'une étude longitudinale que nous avons menée sur
l'évolution de la participation aux activités culturelles au Québec (1979-1989). Parmi les
principales conclusions, mentionnons: une diversification notable des pratiques culturelles sur une
décennie; l'importance de la cohorte des «âges moyens» dans cette révolution culturelle qu'a
connue le Québec; une segmentation très forte des pratiques culturelles des jeunes par rapport à
l'ensemble de la population; l'important renouveau culturel chez les 55 ans et plus; le maintien de la
stratification sociale en matière de culture; le renforcement de la division sexuelle de la culture.
Dans un second temps, nous traitons des modes d'appropriation de la culture que supposent les
transformations en cours, notamment les rapports au temps, les phénomènes de sociabilité, les
attitudes à l'égard de l'information culturelle, ainsi que les phénomènes d'individualisation des
pratiques culturelles, de repli notable sur l'espace domestique, et de la multiplicité des
significations rattachées aux pratiques culturelles.
Et enfin, nous tenterons d'identifier quelques pistes d'analyse qui en découlent pour la gestion des
arts, notamment en ce qui concerne la gestion des établissements culturels, la participation du
public aux activités de création, le rôle important que jouent les associations culturelles à titre de
«relais» de la culture, l'importance de l'éducation culturelle.
MARCHÉ, SEGMENTATION, ÉVALUATION DES PRATIQUES CULTURELLES AU QUÉBEC, ARTS,
MARKET, SEGMENTATION, CULTURAL PRACTICES ASSESSMENT IN QUEBEC, ARTS, EMPIRICALRESEARCH, CANADA.
207. PURSER, Rosemary C. Brusso. “The American Performing Arts Organization: Scenario for
Survival". PhD. 1988, Golden Gate University; DAI-A 50/06, dec 1989. Copyright © (1988,
Purser, Rosemary C. Brusso). All Rights Reserved.
Symphony orchestras and other not-for-profit performing arts organizations (PAOs) are bellwethers
for a humanistic society. They are desired by society, yet they are beset today as never before by
threats to survival. The organizations themselves, their boards of directors, and their funding
sources are changing dramatically. Our changing economy, shifting social structure, and new
regulations all mitigate against the pro-arts management style that has been the norm. PAOs are not
monetarily self-sustaining. Their survival is a function of their ability to attract congruent support
from many sources, including the government, the business community, private foundations, and
the public. This study examines the views of artists, arts administrators, corporate contributions
decision makers, authors, politicians, researchers, and, vicariously, the aphoristic man in the street.
It examines prehistorical antecedents of the PAO, the love-hate relationship that exists between the
PAO and the government over funding and artistic freedom, and the partnerships with corporations
that have launched an impressive array of sponsorships. Based upon both the literature and primary
research, it is concluded that survival subsumes certain operating imperatives, including the need to
define organizational purpose, the requirement for organizational planning, the acquisition of
financial resources and their effective administration, the need for aggressive but appropriate
marketing, the need for sensitive handling of labor and human relationships, and the need for a
sound organizational structure. The PAO is a people-based service business that requires welltrained, experienced, and entrepreneurial management in order to flourish. PAOs having welldefined and clearly articulated missions, an active and expert board of directors, a clean
organizational design that facilitates the implementation of strategies essential to mission
achievement, and a dynamic and innovative staff that includes expertise in all requisite functional
management areas will ultimately attract the support of the for-profit sector, private foundations,
and individuals. This PAO will continue to be a bellwether for our society as it finds new and better
ways to preserve and enhance pluralism, voluntarism, a shared sense of collective identification,
and the distinctiveness of art, intellect, and charity.
STRATÉGIE DE MANAGEMENT ET DE MARKETING, DIFFÉRENCE ENTRE LES ORGANISATIONS
ARTISTIQUES ET LE SECTEUR À BUT LUCRATIF, ARTS, RECHERCHE-THÉORIQUE.
MANAGEMENT AND MARKETING STRATEGIES, DIFFERENCE BETWEEN FOR PROFIT AND NON-PROFIT
ORGANIZATIONS, ARTS, THEORETICAL RESEARCH.
208. QUINE, Michael. "Trends in Theatre Attendance in Britain". Troisième Conférence internationale
sur le management des arts et de la culture. London, July 1995, pp.73-82. Copyright © (1995,
Quine, Michael). Reprinted by permission of AIMAC. All Rights Reserved.
It has long been the case that in Britain there has been no overall knowledge of the levels of theatre
attendance, the value of ticket revenues, the types of work wich attract audiences, possible regional
variations , and trends over time.
In 1981 the then Society of West End Theatre recognised the need for comprehensive knowledge of
its own sector and started a data collection and analysis programme. Nine years later, in 1990, a
similar but more refined regional programme was started, also run in this Department. It is run
independently, setting out to find and analyse results and trends amongst theatres and theatre
companies elsewhere in the country. There is now a full five-year (and growing) run of data for
attendances outside London and it is possible and appropriate to look for patterns wich are of
realistic value and use to the theatre sector as a whole, to cultural politicians, to those who fund the
theatre as arts-funding agencies, and to theatre managements themselves.
This paper seeks to describe, briefly, the background to this ongoing research, then to identify what
appear to be significant changes, and finally to discuss some of the implications that they may
have.
MARCHÉ, SEGMENTATION, DEMANDE/PRIX, THÉÂTRES, RECHERCHE-EMPIRIQUE, ROYAUME-UNI.
MARKET, SEGMENTATION, DEMAND/PRICE, THEATRES, EMPIRICAL-RESEARCH, UK.
209. RADBOURNE, Jennifer. "The Role of Government in Marketing the Arts". Quatrième
conférence internationale sur le management des arts et de la culture. June 29-July 2, 1997,
Golden Gate University, San-Francisco, pp.535-546. Copyright © (1997, Radbourne, Jennifer).
The recent role that government policy makers have adopted in directing and funding arts
organisations to be more market oriented poses a significant change in policy emphasis from
supply or arts development to demand or audience development. While this appears justifiable in
the contemporary competitive environment, further subsidy to the arts for marketing initiatives
distorts the potential marketing relationship that arts organisations can and should develop with
their audiences. The purpose of this paper is to explore how far government support for the
development of the state's arts products should extend to promotional strategies that fulfil
government objectives in assisting its clients or organisations to find new audiences and new
markets. Through a case study of the Queensland government arts ministry, the marketing needs of
government are assessed in relation to the marketing needs of the arts industry.
UTILISATION DE PRATIQUES MARKETING, ARTS, RECHERCHE-EMPIRIQUE, AUSTRALIE.
USE OF MARKETING PRACTICES, ARTS, EMPIRICAL-RESEARCH, AUSTRALIA.
210. RAYMOND, Thomas.; GREYSER, Stephen A. "The Business of Managing the Arts". Harvard
Business Review. Vol. 56, no 4, july-august 1978, pp. 123-132. Copyright 1997 by UMI Company.
One possible cure for the problems that beset the arts today is improved management. An effective
arts administrator must possess the right combination of artistic sensitivity and managerial ability.
In many respects arts institutions are like business organizations and as such 4 key aspects of a
well-run arts organization can be identified: 1. a clear and clearly recognized organizational
purpose, 2. a sound organization, defining the roles of the trustees and the artistic director, 3. a firm
grasp of basic management practices particularly in finance and marketing, and 4. realistic
planning, short-term and long-term. Due to increased public funding, arts administrators will be
faced with growing accountability. In some cases grants have been accompanied with requests for
services. Another ramification of broader public funding involves answering the question, "How
are you doing?" that is often asked by granting agencies or community groups. The overall purpose
of the arts administrator should be to create, provide, and sustain the resources, environment, and
atmosphere in which artists can develop and flourish.
MANAGEMENT, PLANIFICATION, NOUVELLES PRATIQUES NÉCESSAIRES POUR LE GESTIONNAIRE DES
ARTS, ARTS, RECHERCHE-THÉORIQUE.
MANAGEMENT, PLANNING, NEW PRACTICES NEEDED BY THE ARTS MANAGER, ARTS, THEORETICALRESEARCH.
211. REED, Martin. "The French Film Industry: A Crisis of Art and Commerce". Columbia Journal of
World Business. Vol. 30, no 4, winter 1995, pp. 6-17. Copyright 1997 by UMI Company. All
Rights Reserved.
Three decades after 'New Wave' directors Jean-Luc Godard, Francois Truffaut, Claude Chabrol and
Eric Rohmer captivated the world with a revolutionary style and an uncompromising vision, the
French film industry is in a state of crisis. No longer a dominant cinematic force even in its own
country, the proud investors of filmed entertainment sit aghast as Hollywood siphons millions of
francs out of its citizens' pockets and lures away the country's promising young talent. At a time
when bold new American directors like Quentin Tarantino, Larry Clark and Tom DiCillo are
pushing French film out of the art houses where it once reigned, the audience for foreign language
features in the US is graying and not being replenished. Unless French filmmakers switch reels and
begin to make movies that the global marketplace demands, the country that produced classic
motion pictures like 'Jules et Jim' will become just another ancillary market.
MARCHÉ, DEMANDE, PROBLÈMES DE DIFFUSION DES FILMS FRANÇAIS, FILMS, RECHERCHEEMPIRIQUE, FRANCE.
MARKET, DEMAND, DIFFUSION PROBLEMS OF FRENCH MOVIES, MOVIES INDUSTRY, EMPIRICALRESEARCH, FRANCE.
212. ROBBINS, John E; ROBBINS, Stephanie S. "Museum Marketing: Identification of High,
Moderate, and Low Attendee Segments". Journal of the Academy of Marketing Science. Vol. 9, no
1, winter 1981, pp. 66-76 Copyright 1997 by UMI Company. All Rights Reserved.
Fine arts organizations have only recently begun to use marketing techniques and other business
tools. Identification of primary target markets for these organizations generally is lacking. A survey
of individuals attending a major metropolitan museum exhibit in the Southwest was made to
differentiate between high, moderate, and low museum attendees. One-way analysis of variance
and step-wise discriminant analysis were used so as to identify the characteristics of the 3 market
segments with respect to usage patterns and future attitudes toward: 1. other cultural events, 2.
information source influences, and 3. demographic variables. The discriminant analysis produced a
model that better predicted and was significantly different from the proportional chance prediction,
thus providing a viable method for segmenting museum-goers. Using this method to identify target
markets, museum managers can increase the probability of success for their organizations. High
attendees, as the primary target market for museums, require that museum managers provide
market offerings that satisfy the needs of this group. The secondary target market, moderate
attendees, may be worth pursuing due to its size and revenue potential. Low attendees, the least
likely viable market segment, require greater promotional efforts to attract.
MARCHÉ, SEGMENTATION, VARIABLES
SOCIO-DÉMOGRAPHIQUES
ET
ATTITUDES,
MUSÉES,
MARKET, SEGMENTATION, SOCIODEMOGRAPHIC CHARACTERISTICS AND ATTITUDES, MUSEUMS,
213. ROBBINS, John E; ROBBINS, Stephanie S. "Segmentation for the «Fine Arts» Marketing: Is
King Tut Classless As Well as Ageless ?" American Marketing Association Conference. 1979, pp.
479-484. Reprinted by permission from The American Marketing Association, published by the
American Marketing Association.
While fine arts organizations have begun to employ marketing techniques, no attempt has been
made to identify primary target markets. A survey of individuals attending the King tut exhibit in
New Orleans was undertaken to determine fine arts market segments. Also, the exposure and
impact of personal and impersonal information sources relating to cultural events was explored.
The results indicate that the primary markets for fine arts events are composed predominantly of
members of the upper and middle classes, and that events such as the King Tut exhibit are not truly
mass marketing phenomena.
MARCHÉ, SEGMENTATION SELON LA PROPENSION À ASSISTER À DES SPECTACLES, ARTS,
MARKET, SEGMENTATION, PATTERN DESIGN OF ATTITUDE TOWARD SHOWS, ARTS, EMPIRICALRESEARCH, US.
214. ROBINSON, John P. "Cultural Indicators from the Leisure Activity Survey". American
Behavioral Scientist. Vol. 26, no 4, march/april 1983, pp. 543-552. Copyright © (1983, Sage
Publications). Reprinted by permission of Sage Publications, Inc.
Robinson describes the Leisure Activity Survey, a large national sample data set collected in 1982
by the Bureau of Census of the National Endowment for the Arts. He shows selected preliminary
findings and goes on to suggest several other uses of the data set.
COMPORTEMENT
DU
CONSOMMATEUR,
CARACTÉRISTIQUES
CONSTRUCTION D’INDICATEURS SOCIAUX, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, SOCIO-DEMOGRAPHIC CHARACTERISTICS, SOCIAL INDICATORS DESIGN,
ARTS, EMPIRICAL-RESEARCH, US.
215. ROTHE, James T; HARVEY, Michael G; MICHAEL, George C. "The Impact of Cable
Television on Subscriber and Nonsubscriber Behaviour". Journal of Advertising Research. Vol. 23,
no 4, aug/sept 1983, pp. 15-23. Copyright © (1983, The Advertising Research Foundation). All
Rights Reserved.
Subscriptions to cable television are growing at a rapid rate and are affecting more than just
television viewing habits. Subscribers and nonsubscribers to cable TV were surveyed to assess
differences in their attitudes and behavior. Cable subscribers stressed programming variety, current
movie availability, and commercial-free entertainment in their subscription decisions. Subscription
to cable was associated with decreased interest in outside entertainment, radio listening, and
reading, but also to increased interest in TV-related electronic devices. Nonsubscribers were found
to have low awareness of cable offerings and benefits. They stressed high cost and adult
programming in their decisions not to subscribe. These results suggest that in marketing cable
services, viewer control over adult programming should be stressed along with the variety of cable
offerings. Programming with commercials should be used with caution.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ATTITUDE, TV, TV CÂBLÉE,
CONSUMER BEHAVIOUR, BEHAVIOUR VARIABLES, TV, CABLE-TV, EMPIRICAL-RESEARCH, US.
216. RUBINSTEIN, Alexander. "Marketing Research into Theatre Audiences in Russia". Troisième
Conférence internationale sur le management des arts et de la culture. London, July 1995, pp. 5166
L'auteur propose une segmentation socio-démographique des spectateurs de théâtre en Russie.
Celle-ci regroupe des données sur quatre territoires géographiques (région de Moscou, région de
St-Petersbourg, région de Perm, région de Krasdonar).
MARCHÉ, SEGMENTATION, CARACTÉRISTIQUES SOCIO-DÉMOGRAPHIQUES, THÉÂTRES, RECHERCHEEMPIRIQUE, RUSSIE.
RESEARCH, RUSSIA.
SOCIODEMOGRAPHIC
CHARACTERISTICS,
THEATRES,
EMPIRICAL-
217. RUBINSTEIN, A. J.; BAUMOL, William J.; BAUMOL, Hilda. "On the Economics of the
Performing Arts in the Soviet Union and the USA: A Comparison of Data". Journal of Cultural
Economics. Vol. 16, no 2, dec 1992, pp.1-23. Reprinted by permission of Kluwer Academic
Publishers.
Gathering a set of roughly compatible statistics of the costs and incomes of performing arts
organizations in the then USSR and the USA, this paper provides a summary and analysis of that
data. It is found that there is a considerable difference between the very high share of income
earned at the box office by musical performances in the USSR compared to the USA. In addition,
artistic salaries make up a far smaller share of total musical costs in the USSR than in the USA,
altough its share in the USA is declining. Both government and private sources, as shares of total
income, were similar in 1975 but the proportion in the USSR grew considerably since then. With
respect to expenses, artistic salaries were consistently higher in the USSR. But even more striking
is that administrative salaries in theater in the US were more than three times as high, as a share of
total expenses, compared to the USSR. With respect to music, the disparity was even greater.
Further, performance costs in both countries have increased substantially faster than the rate of
inflation. The "cost disease" has, however been more acute in the USA.
ANALYSE DU MARCHÉ, ARTS DE LA SCÈNE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS, ANCIENNE UNION
SOVIÉTIQUE.
MARKET ANALYSIS, PERFORMING ARTS, EMPIRICAL-RESEARCH, US, EX-USSR.
218. STARK, Myra; FRANK, Betsy. "Semiotics and Entertainment: A Marriage Made in Heaven".
Journal of Advertising Research. Vol. 35, no 5, sept/oct 1995, pp. RC2-RC7.
Les auteurs expliquent les liens possibles entre la sémiotique et le développement du
divertissement. La sémiotique peut être utilisée pour mieux construire le contenu des programmes,
les cadres et les valeurs projetés dans les média populaires et les façons dont on peut s’en servir
pour contrôler le taux d’audience.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES
RECHERCHE, TV, CINÉMA, RECHERCHE-EMPIRIQUE.
DU
COMPORTEMENT,
MÉTHODES
DE
CONSUMER BEHAVIOUR, BEHAVIOUR VARIABLES, RESEARCH METHODS, TV, MOVIES, EMPIRICALRESEARCH.
219. SAINT-AMANT, Gilles; DESAUTELS, Bernard. "Provenance de clientèle et opportunités de
développement pour un réseau régional de diffuseurs de spectacles". Deuxième Conférence
Internationale sur le management des arts et de la culture. Du 23 au 25 Juin 1993. Groupe HEC,
Jouy-en-Josas. Copyright © (1993, Saint-Amant, Gilles; Desautels, Bernard). Reprinted by
Le Réseau Scènes est un organisme qui regroupe vingt salles de spectacle dans les régions des
Laurentides, de Lanaudière et de la Montérégie, en périphérie immédiate de Montréal, Québec.
En utilisant les codes postaux d'un échantillon de spectateurs de différents spectacles tels que:
théâtre, humour, variété et musique, ainsi que des analyses géostatistiques par ordinateur, l'étude a
permis de délimiter la zone commerciale de chacune des salles, de hiérarchiser celles-ci selon leur
pouvoir d'attraction, de déterminer les parts de marché du spectacle sur scène pour chacune des
salles, et d'identifier des opportunités de développement tout en limitant les possibilités de
canibalisation inter-salles.
Cette étude a permis, pour la première fois, de cerner rigoureusement les opportunités régionales de
développement culturel et de permettre aux différents acteurs : diffuseurs de spectacles,
responsables du Réseau, et responsables du ministère de la Culture d'établir des stratégies
commerciales à moyen et long terme.
MARCHÉ, SEGMENTATION, OPPORTUNITÉS DE DÉVELOPPEMENT RÉGIONAL, ARTS, RECHERCHEEMPIRIQUE, CANADA.
MARKET, SEGMENTATION, OPPORTUNITIES OF REGIONAL DEVELOPMENT, EMPIRICAL-RESEARCH,
CANADA.
220. SAWHNEY, Mohanbir S; ELIASHBERG, Jehoshua. "A Parsimonious Model for Forecasting
Gross Box-Office Revenues of Motion-Pictures". Marketing Science. Vol. 15, no 2, 1996, pp. 113131. Copyright 1997 by UMI Company. All Rights Reserved.
A parsimonious model for forecasting the gross box-office revenues of new motion pictures based
on early box office data is developed. The model draws upon a queuing theory framework to
conceptualize stochastically the consumer's movie adoption process in 2 steps - the time to decide
to see the new movie and the time to act on the adoption decision. The parameter for the time-todecide process captures the intensity of information intensity flowing from various information
sources, while the parameter for the time-to-act process is related to the delay created by limited
distribution intensity and other factors. An important finding from empirical testing of the model is
that motion picture box-office revenue patterns display remarkable empirical regularity. It is found
that there are only 3 classes of adoption patterns, and these can all be represented within the basic
model by using a 2-parameter Exponential or Erland-2 probability distribution or a 3-parameter
Generalized Gamma distribution.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, DÉVELOPPEMENT D’UN MODÈLE
DE PRÉVISION DES VENTES À LA BILLETERIE, INDUSTRIE DU CINÉMA, RECHERCHE-THÉORIQUE,
ÉTATS-UNIS.
CONSUMER BEHAVIOUR, DECISION-MAKING PROCESS, MODEL DESIGN FOR SALES FORECAST AT THE
BOX-OFFICE, MOVIES INDUSTRY, THEORETICAL-RESEARCH, US.
221. SCHEFF, Joanne. "Purchase Behavior as it relates to Ticket Price, Reasons for, and Barriers to
Attendance at the Performing Arts Organizations". Quatrième Conférence internationale en gestion
des arts, June 29th-July 2nd 1997, San-Francisco, pp. 579-595
L'auteur s'attache à montrer que le prix n'est pas le critère de décision principal dans l’achat
d'abonnement par les spectateurs des arts de la scène. Les résultats de cette étude empirique font
plutôt ressortir l’importance des choix individuels et la difficulté pour l'auditoire de programmer à
l'avance son choix de spectacles.
PRIX, FIXATION DES PRIX, IMPACT SUR LA DEMANDE, ARTS DE LA SCÈNE, RECHERCHE-EMPIRIQUE,
ÉTATS-UNIS.
PRICE, PRICE-SETTING, DEMAND VARIATION, PERFORMING ARTS, EMPIRICAL-RESEARCH, US.
222. SCHEFF, Joanne; KOTLER, Philip. "Crisis in the Arts: The Marketing Response". California
Management Review. Vol. 39, fall 1996, pp. 28-52. Copyright 1997 by UMI Company. All Rights
Reserved.
The nonprofit performing arts industry in America, along with many performing arts organizations
around the world, are facing crises on a variety of fronts. Accordingly, arts organizations must
learn new ways to attract the resources they need to sustain their mission and quality. Arts
managers must improve their skills in increasing and broadening their audience base, improving
accessibility to various art forms, and learning how to better meet the needs of specific audience
segments and contributors. To accomplish this, they must develop a better understanding of their
own business and of the interests, attitudes, and motivations of their customers. They must
professionalize their marketing and management skills and learn to be accountable to all their
publics. Then they can create offerings, services, and messages to which the target audience will
enthusiastically respond, without compromising their artistic integrity.
UTILISATION DE PRATIQUES MARKETING, ARTS, RECHERCHE THÉORIQUE, ÉTATS-UNIS.
USE OF MARKETING PRACTICES, ARTS, THEORETICAL-RESEARCH, US.
223. SCHULTZ, Don E; BLOCK, Martin P; CUSTER, Stephen J. "A Comparative Study of Radio
Audience Measurement Methodology". Journal of Advertising. Vol 7, no 2, 1978, pp. 14-22.
Les auteurs comparent les avantages et inconvénients de trois techniques différentes pour mesurer
les taux d'audience de la radio, auprès d'une population universitaire. Ils en concluent qu'il est
difficile de faire des évaluations exactes spécialement pour les stations locales.
MARCHÉ, DEMANDE, ÉVALUATION D’UNE MESURE DE L’AUDITOIRE, RADIO, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
MARKET, DEMAND, ASSESSMENT OF AN AUDIENCE MEASUREMENT, RADIO, EMPIRICAL-RESEARCH,
US.
224. SEMENIK, Richard J; YOUNG, Clifford E. "Market Segmentation in Arts Organizations".
American Marketing Association Conference. 1979, pp. 474-478. Reprinted with permission from
(The American Marketing Association), published by The American Marketing Association.
Arts organizations suffer continually in attempts to attract audiences and to effectively "market"
their offering. One fundemental strategy applicable to arts organisations is market segmentation. In
this paper, survey results from two major opera companies are analysed to describe and identify
potential market segments of subscribers, frequent attenders, and infrequent attenders of opera
performances. Demographics, socio-economic variables, media habits, and benefit variables were
used in X2 analysis to describe the segments. Discrimant analysis was used to differenciate the
potential market segment. Results showed distinct market segments of subscription and attendance
with a significant variables in all four variable areas useful in developing an effective market
segmentation strategy.
MARCHÉ, SEGMENTATION, PROFIL SOCIO-DÉMOGRAPHIQUE, ARTS, RECHERCHE-EMPIRIQUE, ÉTATSUNIS.
US.
225. SETTLE, Robert B; ALRECK, Pamela L; BELCH, Michael A. "Social Class as Determinants
of Leisure Activity". Advances in Consumer Research. Proceedings of the Association for
Consumer Research. Vol. 6, 1978, pp. 139-145. Copyright © (1978). With permission from the
Association for Consumer Research.
A survey of 975 metropolitan West Coast adults from the general public obtained participation
rates for 100 leisure activities grouped as entertainment, competitive sports, non-competitive
sports, and hobbies. Participation was cross-tabulated with five socioeconomic variables: self-rated
social class, education, income, occupational class and occupational group, and with five
demographic variables: age, sex, marital status, employement status, and family life cycle. The
results, reported as the trend in participation rate accross categories, revealed that (a) the
demographics were better predictors than the socioeconomic factors, (b) both groups are
systematically related to leisure behavior, and (c) education was by far the best single
socioeconomic determinant of leisure choices.
MARCHÉ,
SEGMENTATION,
CARACTÉRISTIQUES
ARTS/LOISIR,
MARKET, SEGMENTATION, SOCIODEMOGRAPHIC CHARACTERISTICS, ARTS/LEISURE, EMPIRICALRESEARCH, US.
226. SEXTON, Donald M; BRITNEY, Kathryn. "A Behavioral Segmentation of the Arts Market".
Advances in Consumer Research. Vol. 6, october 1979, pp. 119-120. Reprinted by permission of
the Association for Consumer Research. All Rights Reserved.
This study describes a behaviorally based segmentation of the audience of performing arts. A
similar segment structure was found for samples consisting of respondents from both ballet and
opera audiences. The segment differences are examined and marketing implications discussed.
MARCHÉ, SEGMENTATION, DESCRIPTIFS SOCIO-DÉMOGRAPHIQUES, DANSE/OPÉRA, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
RESEARCH, US.
SOCIODEMOGRAPHIC
DESCRIPTORS,
DANCE/OPERA,
EMPIRICAL-
227. SHULMAN, Jerry. "Measuring Consumer Tastes in Popular Music". Advances in Consumer
Research. Proceedings of the Association for Consumer Research. Vol. 6, 1979, pp.25-27.
Reprinted by permission of the Association for Consumer Research. All Rights Reserved.
Measuring consumer taste in dynamic popular music arena is a challenge. CBS Records has
developed a comprehensive consumer monitoring system, as part of its marketing intelligence
efforts. This paper outlines that system and discusses some illustrative research findings.
MARCHÉ, DEMANDE, SEGMENTATION, MUSIQUE, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, DEMAND, SEGMENTATION, MUSIC, EMPIRICAL-RESEARCH, US.
228. SMITH, Stephen L. J; SMALE, Bryan J.A. "The Changing Demand for Culture: Estimation of
"Cultural Elasticities". Proceedings of the Third Canadian Congress on Leisure Research. 1983,
pp.187-206.
Les auteurs s'intéressent à différentes méthodes qui permettent de mesurer l'élasticité de la
demande pour des produits culturels. Des résultats empiriques sont utilisés pour mettre ces
techniques en perspective.
MARCHÉ, DEMANDE, DÉVELOPPEMENT D'UN MODÈLE POUR DÉVELOPPER LES ÉLASTICITÉS
CULTURELLES, ARTS, RECHERCHE-EMPIRIQUE, CANADA.
MARKET, DEMAND, PROPOSITION OF A MODEL TO DEVELOP CULTURAL ELASTICITIES, ARTS,
229. SOBEL, Michael E. "Lifestyles Expenditures in Contemporary America". American Behavioral
Scientist. Vol. 26, no 4, march/april 1983, pp. 521-533. Copyright © (1983, Sage Publications)
Reprinted by permission of Sage Publications.
Using a multiple-indicator multiple-cause model, Sobel uses the 1972-73 National Survey of
Consumer Expenditures to isolate four patterns of spending on leisure activities and to identify the
social and demographic characteristics of people exhibiting each patterns.
MARCHÉ, SEGMENTATION, LIEN ENTRE LES DÉPENSES, LE STYLE DE VIE ET LES PRATIQUES DE
CONSOMMATION, ARTS, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, RELATIONS BETWEEN LIFESTYLES AND CONSUMPTION PRACTICES, ARTS,
230. SOLGAARD, Hans. "A Model of Audience Choice of Local TV News Program". International
Journal of Research in Marketing. Vol. 1, 1984, pp. 141-151. Copyright © (1984) Reprinted by
permission of Elsevier Science. All Rights Reserved.
This paper presents and validates a model of audience choice of local TV evening news programs.
The model is derived from a model of individual viewer choice behavior that specifies a viewer's
probability of choosing a particular news program as a function of the viewer's relative preference
toward that program. The audience model is operationalized using a multinomial logit model. This
specification is estimated and found to perform well. Implications of the model for management of
TV stations and advertisers are discussed.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS DE DÉCISION, MODÉLISATION DU CHOIX, TV,
CONSUMER BEHAVIOR, DECISION-MAKING PROCESS, PATTERN OF CHOICE, TV, THEORETICALRESEARCH.
231. SOREN, Barbara J; WILLIAMS, Robert J; "The Role of Cultural Institutions as Educators".
Première Conférence Internationale sur la gestion des arts. École des HEC Montréal, du 22 au 24
Août 1991, pp.113-124. Copyright © (1992, École des Hautes Études Commerciales (HEC)
Montréal). All Rights Reserved.
Some segments of the population are using enriching cultural experiences as part of an interest in
learning as a lifelong process. Cultural institutions contribute to this cultural consumer behavior by
providing education for the public. The responsability for education has not been systematically
examined by cultural managers and academics. This paper explores how museums and performing
arts institutions have understood their role as educators. An aim is to determine what factors
influence planning for public education in Ontario's cultural institutions and what impact these
factors have on the capacity of insitutions to provide public education programmes.
MARCHÉ, DEMANDE, RÔLE ÉDUCATIONNEL DES INSTITUTIONS CULTURELLES, ARTS, RECHERCHEEMPIRIQUE, CANADA.
MARKET, DEMAND, EDUCATIONAL ROLE OF CULTURAL INSTITUTIONS, ARTS, EMPIRICALRESEARCH, CANADA.
232. SOSANIE, Arlene K; SZYBILLO, George. "Working Wives: Their General Television Viewing
and Magazine Readership Behaviour". Journal of Advertising. Vol. 1 , 1984, pp. 141-151.
Reprinted with permission of CTC Press 1997. All Rights Reserved.
This paper reviews recent literature on the media behavior of working and non-working women
and reports results of a study on the television viewing behavior and magazine readership of
working and non-working wives. The results of the study are similar to findings reported by
commercial sources but differ from those reported in an earlier issue of this journal. Explanations
are offered for differences in findings and recommendations for future research are presented.
MARCHÉ, SEGMENTATION, TYPOLOGIE DES LECTRICES DE MAGAZINES, MAGAZINES, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, MAGAZINE BY FEMALE READERS TYPOLOGY, EMPIRICAL-RESEARCH, US.
233. SSUTU, Patricia Chich-Ping. "Children’s Theatre Management: Financial Management and
Promotion Strategies". PhD.1988, The University of Kansas; DAI-A, 50/05, nov 1989. Copyright
© (1988, Ssutu, Patricia Chich-Ping). All Rights Reserved.
The focus of this study is on the financial management and promotion strategies of children's
theatre companies in the United States. Forty professional non-profit children's theatre companies
were asked to respond to a questionnaire and among the respondents, five were chosen for on-site
research. The study covered a five-year period, 1980 to 1985; data collection and personal
interviews took place at the on-site visits. All five companies started as or prepared to become
professional in 1976 and 1977, and had a rapid growth between 1983 and 1985. The growth
occurred in almost every area: budget, audience numbers, staff, local recognition and support, and
types of services. Though each company had its own income increment rates, the two top
categories of income growth are admissions and a combination of grants and donations. The two
largest categories of expenditure increases are administration and production. Except for the 198081 season, the production expenses were higher than administration expenses for all five
companies. Four companies had higher in-school performance admissions income and attendance
counts than those of public performance. The majority of audiences are pre-school to fourth grade
students. Fairy tales and familiar titles were produced most often and had the highest attendance
numbers. The most effective promotion strategies for public performances are direct mail
solicitation of sub-season ticket sales; the best results in fundraising efforts occur through direct
mail corporation donation solicitations; and the best publicity results are created through mass
media exposures.
PROMOTION, CHOIX DES OUTILS PROMOTIONNELS, MANAGEMENT, THÉÂTRE POUR ENFANTS,
PROMOTION, PROMOTIONAL STRATEGY, MANAGEMENT, THEATRE FOR CHILDREN, EMPIRICALRESEARCH, US.
234. STANTON, John L; LOWENHAR, Jeffrey. "Perceptual Mapping of Consumer Products and
Television Shows". Journal of Advertising. Vol 6, no 2, 1977, pp. 16-22. Reprinted wiht
permission of CTC Press 1997. All Rights Reserved.
How consumers psychologically interpret the complex stimuli represented by different television
programs as well as alternative products that might be advertised on those shows is examined.
Analysis of the psychological images consumers have of different television shows and products is
first examined separately using discriminant analysis. The analysis then proceeds to establish the
psychological proximities both shows and products share within a common domain. Implications in
terms of both advertising development and placement are discussed.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU
DÉMOGRAPHIQUE, TV, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, BEHAVIOR
VARIABLES,
COMPORTEMENT,
SOCIOECONOMIC
PROFIL
SOCIO-
CHARACTERISTICS,
TV,
235. STEINBERG, Margery; MIAOULIS, George; LLOYD, David. "Benefit Segmentation for the
Performing Arts". American Marketing Association’ Educators Conference. An Assessment of
Marketing Thought and Practice. 1982, pp. 289-293. Reprinted by permission of the American
Marketing Association. All Rights Reserved.
The purpose of this paper is to demonstrate the linkage between benefit-oriented market
segmentation and the development of marketing strategies for the performing arts. Research
performed in rural New Hampshire and Dayton, Ohio, provides the basis for identification of seven
benefit segments, as well as recommendations to enhance the achievement of four main objectives
of arts organizations.
MARCHÉ, SEGMENTATION, STRATÉGIES MARKETING, ARTS DE LA SCÈNE, RECHERCHE-EMPIRIQUE,
ÉTATS-UNIS.
MARKET, SEGMENTATION, MARKETING STRATEGIES, PERFORMING ARTS, EMPIRICAL RESEARCH, US.
236. STILL, Richard R; BARNES, James H; KOOYMAN, Mark E. "Word of Mouth
Communication in Low-Risk Product Decisions". International Journal of Advertising. Vol. 3, no
4, 1984, pp. 335-345. Copyright 1997 by UMI Company. All Rights Reserved.
The effects of word-of-mouth communication on a low-risk purchase was studied by assessing the
effect of word-of mouth communication on attendance at the movie, Superman II. The goal was to
determine whether word of mouth would: 1. affect intentions to see the film, 2. have a greater
influence than the media, and 3. be sought out and used by prospective viewers. Also sought were
data on whether opinion leadership depends upon the source of awareness and/or a person's selfdesignation as an introvert or an extrovert. A strong relationship between the attendance decision
and type of information source was found, and word of mouth appears to be selective rather than
random. The main source of product awareness is the media, and opinion leadership appears to
depend upon personality type. The flow of word of mouth is complex. It influences both high- and
low-risk purchases and is part of the social process. The interaction between media and word of
mouth produces a greater effect than either alone.
PROMOTION, COMMUNICATION, IMPACT DU BOUCHE À OREILLES DANS LE CHOIX DE FILM,
INDUSTRIE DU CINÉMA, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
PROMOTION, COMMUNICATION, WORD-OF-MOUTH IMPACT IN CASES OF MOVIES CHOICES, MOVIES
INDUSTRY, EMPIRICAL-RESEARCH, US.
237. STOCKER, Patricia Dodge. "Consumer Perceptions of Selected Cultural Institutions Using A
Repertory Grid Technique: An Exploratory Study." D.B.A. 1984, University of Colorado at
Boulder; DAI-A 46/02, aug 1988. Copyright © (1984, Stocker, Patricia Dodge)
The understanding of consumer perceptions of cultural institutions has the potential to play an
important role in the marketing of those institutions. This is particularly true for institutions which
face increased competition for audiences and financial support. Of the studies which have been
conducted to determine how consumers view cultural institutions, none has used the repertory grid
technique to assess consumer perceptions. The purpose of this dissertation was to explore the use of
repertory grid as a technique to understand consumer perceptions of nine cultural institutions in the
Denver, Colorado, area. The research included two phases. The first phase examined the
vocabulary with which people think of nine cultural institutions in the Denver area. Using a
repertory grid instrument, the research included both individual mall-intercept interviews at large
regional shopping centers and group interviews with people selected because they were familiar
with the institutions in the study. In the second phase a survey questionnaire was sent to a sample
of 1,000 Denver-area residents. This instrument was designed using the terminology generated in
the first phase of the research. The survey instrument included a full repertory grid questionnaire in
which respondents judged 30 features for each of the nine institutions. The 274 questionnaires
returned were analyzed using frequency counts and factor analysis. These analyses were carried out
for all responses and for a subsample of those who frequently attended the cultural institutions in
the study. Results were discussed in terms of the usefulness of repertory grid technique and of the
implications of the findings to cultural institutions. Repertory grid was determined to be a useful
technique for finding terminology which is meaningful to consumers, providing insights into how
consumers relate various organizations to each other, and producing input to survey questionnaires.
The full repertory grid also produced useful information on consumer perceptions, although this
use of the technique provides a complex task for respondents. The results were reported for each
institution in the study, including marketing implications of those results. In addition, results were
analyzed as they related to cultural institutions in general.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT,
PERCEPTIONS, ARTS, RECHERCHE-EMPIRIQUE/THÉORIQUE, ÉTATS-UNIS.
CONSUMER
BEHAVIOR,
BEHAVIOR
VARIABLES,
PERCEPTION
ANALYSE
ANALYSIS,
DE
ARTS,
238. STRIKE, Carol. "L’industrie cinématographique au Canada". Tendances sociales canadiennes.
Été 1988, pp. 14-16.
L'auteur interprète des études statistiques sur la composition des marchés de l'offre et de la
demande pour le cinéma au Canada.
MARCHÉ, DEMANDE, FRÉQUENTATION SELON LES PROVINCES, CINÉMA, RECHERCHE-EMPIRIQUE,
CANADA.
MARKET, DEMAND, CLASSIFICATION BY PROVINCE, MOVIES, EMPIRICAL-RESEARCH, CANADA.
239. TAUBER, Edward M; WEISENBERG, P. "Audience Development for Community Theater:
Opinion Leaders and Word of Mouth Communication". Performing Arts Review. Vol 2, no 3, 1971,
pp. 525-533.
Les auteurs mesurent empiriquement l'impact du bouche-à-oreilles dans la promotion d'activités
artistiques. Ils proposent quelques suggestions pour la diffusion de ce mode de promotion dans les
arts (notamment l'utilisation de l'influence des leaders d'opinion).
PROMOTION, BOUCHE-À-OREILLES, RECHERCHE-EMPIRIQUE, ARTS DE LA SCÈNE, ÉTATS-UNIS.
PROMOTION, WORD-OF-MOUTH COMMUNICATION, PERFORMING-ARTS, US.
240. TEEL, Jessie E; BEARDEN, William O; DURAND, Richard M. "Psychographics of Radio and
Television Audiences". Journal of Advertising Research. Vol. 19, no 2, 1979, pp. 53-58.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT,
DÉMOGRAPHIQUE, RADIO, TV, RECHERCHE-EMPIRIQUE, ÉTATS-UNIS.
PROFIL
SOCIO-
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, SOCIODEMOGRAPHIC CHARACTERISTICS, RADIO, TV,
241. TEEL, Sandra; WOODWARD, Douglas P. "The Arts and Business in South-Carolina". Business
and Economic Review. Vol. 40, no 2, jan-march 1994, pp. 3-8. Copyright 1997 by UMI Company.
A 1993 economic impact study of the cultural industry in South Carolina involved sending surveys
to 12 different types of cultural organizations. A separate street survey was conducted during the
1992 Spoleto Festival in Charlestown, South Carolina. When all the information, including the
Spoleto Festival, is combined, the impact of the arts and culture on South Carolina's economy is
considerable. It appears the impact of the arts and culture amounts to 10%-15% of such industries
as textiles and tourism, the state's largest industries. About 1.2% of South Carolina's
nonagricultural workforce is involved in, or supported by the cultural industry. Tourism depends, in
part, on cultural activities. For festivals like Spoleto that draw out-of-state visitors, the tourism and
cultural industries clearly overlap. No matter how 'quality of life' is defined, cultural activities
contribute significantly in South Carolina. A diverse and rich cultural life attracts and retains
leading businesses. And, local citizens are more satisfied and, possibly, more productive.
IMPACT ÉCONOMIQUE DES ACTIVITÉS ARTISTIQUES EN CAROLINE DU SUD, ARTS, EMPIRIQUE,
ÉTATS-UNIS.
ECONOMIC IMPACT OF ARTISTIC ACTIVITIES IN SOUTH CAROLINA, ARTS, EMPIRICAL-RESEARCH, US.
242. THOMAS, Edward G; CUTLER, Bob D. "Marketing the Fine and Performing Arts: What Has
Marketing Done for the Arts Lately ?" Journal of Professional Services Marketing. Vol. 10, no 1,
Some 31 articles on marketing the fine and performing arts have been published in the major
marketing journals and proceedings in the past 20 years. This level of research activity appears to
be somewhat low in light of the increased interest in recent years in the marketing of non-profit
institutions. The existing articles are reviewed, and a general assessment of the research is
presented. A number of the articles dealt with marketing mix elements. Five of the marketing mix
studies focused on product issues. The results of a study sponsored by the National Endowment for
the Arts revealed that 2 strategies would be superior for increasing theater and symphony
attendance including more star performers and offering 2nd tickets for 1/2 price. One study was
identified that tied price considerations to promotional activities. The final grouping of articles
includes those that relate to marketing planning and policy setting in arts organizations, including
the use of marketing research in such efforts.
MIX-MARKETING, REVUE DE LITTÉRATURE, ÉTATS-UNIS.
MARKETING-MIX, LITERATURE REVIEW, US.
243. TIAN, Shu; CROMPTON, John L; WITT, Peter A. "Integrating Constraints and Benefits to
Identify Responsive Target Markets for Museum Attraction". Journal of Travel Research. Vol. 35,
no 2, fall 1996, pp. 34-45. Copyright 1997 by UMI Company. All Rights Reserved.
A study addresses 3 questions: 1. What were the major constraints that inhibited museum-goers
from visiting museum attractions in Galveston, Texas? 2. What benefits did museum-goers seek
from their visits? 3. Can these constraints and benefits be meaningfully interpreted to identify target
groups that are likely to be either more or less responsive to marketing efforts directed at them? A
systematic sample of 1,083 museum-goers responded to a instrument containing 6 constraint
domains and 5 benefit domains. Their domain scores were used to group respondents into 5
constraint clusters and 4 benefit clusters. The benefit and constraint clusters were cross-tabulated to
form a 20-cell matrix. Interpretation of the matrix led to the selection of 4 target markets likely to
yield the greatest return on marketing effort.
COMPORTEMENT DU CONSOMMATEUR, VARIABLES DU COMPORTEMENT, ÉTUDE DES BÉNÉFICES ET
DES CONTRAINTES QUI INFLUENCENT LE COMPORTEMENT, MUSÉES, RECHERCHE-EMPIRIQUE,
ÉTATS-UNIS.
CONSUMER BEHAVIOR, BEHAVIOR VARIABLES, BENEFITS AND CONSTRAINTS THAT AFFECT
BEHAVIOR, MUSEUMS, EMPIRICAL-RESEARCH, US.
244. TIGHE, Anthony J. "The Arts/Tourism Partnership". Journal of Travel Research. Winter 1986,
pp. 2-5. Copyright © (1986, The Association for Travel Research). Re printed by permission of
Colorado at Boulder.
This article probes the relationship between tourism and the arts, concluding that cooperation of
state tourism offices and state arts councils would be mutually beneficial. Suggestions for
encouraging cultural tourism are presented, and the results of a survey of state arts agencies and
travel offices are included.
MARCHÉ, ENVIRONNEMENT, ALLIANCE ARTS/TOURISME:
INCONVÉNIENTS, OPINION/EMPIRIQUE, ÉTATS-UNIS.
RELATIONS,
AVANTAGES
ET
MARKET, ENVIRONMENT, ARTS/TOURISM RELATIONSHIP, OPINION/EMPIRICAL, US.
245. TOMLISON, Roger. "Finding Out More from the Box-Office Data". Journal of the Market
Research Society. Vol. 34, no 4, oct 1992, pp. 389-404. Copyright 1997 by UMI Company. All
Rights Reserved.
The collection and use of box office data for arts marketing are described. Computerized box office
systems are now available that compile a patron database as a central function and offer additional
opportunities to capture information and integrated analysis of patron data. A development project,
commissioned by the Arts Council (UK), is described for which system suppliers were invited to
collaborate with some of their users in extracting, analyzing, and manipulating data from box office
systems. The logical conclusion of the development project should be the adoption of some
standard report and analysis formats by all box office systems. The stage of identifying the data that
can be extracted and manipulated to achieve useful analysis is almost complete. The main intention
has been to create valuable tools to enable further research into attenders at art events and to give
arts marketers access to the powerful data being collected in their box offices.
UTILISATION DE PRATIQUES MARKETING, ARTS, RECHERCHE-EMPIRIQUE, ROYAUME-UNI.
USE OF MARKETING PRACTICES, ARTS, EMPIRICAL-RESEARCH, UK.
246. TURGEON, Normand; COLBERT, François. "The Decision Process Involved in Corporate
Sponsorship for the Arts". Journal of Cultural Economics. Vol. 16, no 1, June 1992, pp.41-51.
Reprinted by permission of Kluwer Academics Publishers.
Arts sponsorship is being used incresingly by businesses as a marketing communication device.
Sponsors can choose from an array of activities and events, and the choice of a particular
sponsorhip is based on a decision-making process. Three components, that is the decision-making
unit, decision-making criteria and the decision-making outcome, were found to be important in this
research. As regards decision-making criteria, a content analysis of reports on nine sponsored
events revealed that the effect-related category (corporate objectives, product related objectives,
and sales related objectives) was the most important for Canadian arts supporters.
PROMOTION, COMMANDITE, PRISE DE DÉCISION AU NIVEAU DE LA COMMANDITE, ARTS,
RECHERCHE-THÉORIQUE, CANADA.
PROMOTION, SPONSORSHIP, DECISION-MAKING IN SPONSORSHIP, ARTS, EMPIRICAL-RESEARCH,
CANADA.
247. UPRICHARD, Laurie. "An Application of a Decision Process Model To Attendance at Cultural
Events". Journal of Arts Management. Vol. 15, no 1, 1985, pp. 21-39. Reprinted wiht permission of
the Helen Dwight Reid Educational Foundation; published by Heldref Publications.
Decision process modeling can provide useful insights to consumer behavior and can indicate
successful marketing strategies. In this article, Uprichard analyses in detail the Engel, Kollat, and
Blackwell model of consumer decision processing. She discusses its practical application to
marketing attendance at arts and cultural events.
UTILISATION DE PRATIQUES MARKETING, ARTS, RECHERCHE-THÉORIQUE,
USE OF MARKETING PRACTICESS, ARTS, THEORETICAL RESEARCH.
248. UUSITALO, Lisa. "The Roles of Arts Museums-Challenges to their Marketing". Deuxième
Conférence Internationale sur le management des arts et de la culture. Du 23 au 25 Juin 1993.
Groupe HEC, Jouy-en-Josas. Copyright © (1993, Uusitalo, Lisa) Reprinted by permission of
This paper examines some basic conflict of the activity in art museums and the ways these are dealt
with by the museums. The discussion is based on previous research and on interviews of the
managers of six Europeans museums of modern and contemporary art.
The first major conflict concerning the whole museum field is the problem of how to overcome the
gap between art and other spheres of life wich has followed from the general modernization and
fragmentation of life. When ripped of its original surroundings, art has become a cultural
commodity. Art museums have undergone a process of rationalization, and in many respects they
have come closer to other cultural industries. We can also ask wether the concept of the museum as
a physical entity is vanishing and is replaced with the concept of "a museum without walls".
Another major conflict stems from the museum's task of having comprehensive collections on one
hand, and the need of innovation and sensibility to new art trends and styles, on the other.
Established museums often behave less riskily in acting as the generalist core of the industry, and
the introduction of the most recent styles is left for regional art museums and commercial galleries.
Along the proliferation of new art styles and schools, new types of modern and contemporary art
museums have emerged, instead of having been made shifts in the old ones.
The major conflict typical of art museums is that between its two major mission: collecting and
transforming cultural heritage and acting as disseminator and educator. Museums can be roughly
classified into "quality maximizers" and "audience maximizers", and the paper gives examples of
how these ideal types could be characterized. Moreover, the museum's strategic choices and
competence to utilize market segmentation, product planning and network marketing are discussed.
It is also suggested how museums should increase their awareness of the competition that, for
example, comes from the new heritage industry based on the nostalgic and romantic view of the
past. It is also warned that too heavy an emphasis on audience maximization can turn art museums
into amusement parks in wich the original art experience can be entertained to death.
STRATÉGIE MANAGEMENT ET MARKETING, MUSÉES, RECHERCHE-THÉORIQUE, EUROPE.
MANAGEMENT AND MARKETING STRATEGIES, MUSEUMS, THEORETICAL-RESEARCH, EUROPE.
249. VAN DRIESSEN, Wim; VERLINDEN, Marc. "The Integration and Compatibility of
Sponsorship Practice With Corporate and Marketing Communication Strategy: Five Case Studies".
Deuxième Conférence Internationale sur le Management des arts et de la culture. Jouy-en-Josas,
23 au 25 Juin 1993. Copyright © (1993, Van Driessen, Wim; Verlinden, Marc). Reprinted by
The present paper elaborates on the results of previous work (1988, 1991) and introduces new
elements as to the application of marketing concepts to commercial sponsorhip.
The purpose is to investigate to what extent sponsorship could be made compatible with a
company's corporate and marketing communication strategy. Additionally, a description is given of
the level of integration of sponsorship with other instruments of corporate and marketing
communication.
After situating sponsorship in the communications mix, the actual problem analysis was carried out
by means of preliminary results obtained from five Belgian case companies. Out of the company
and marketing characteristics of this sample, their expected sponsorhip behaviour could be
deduced, and this in turn could be compared to their actual behaviour.
Finally, an agenda for possible future research was compiled.
PROMOTION, MÉCÉNAT, EFFICACITÉ, ARTS, RECHERCHE-EMPIRIQUE, BELGIQUE.
PROMOTION, PATRONAGE, EFFICIENCY, ARTS, EMPIRICAL-RESEARCH, BELGIUM.
250. VAN PRAAG, Bernard M S; SLOOTMAN, Karel; STAM, Piet; VAN OPHEM, Hans et al.
"The Demand for Concerts of Classical Music-Decision Support for the Scenario-Planning of
Orchestras by Means of ROA-analysis". Marketing and Research Today. Vol. 24, no 1, feb 1996,
Three Dutch orchestras approached Intomart and SEO for a demand analysis regarding concerts of
classical orchestral music in the Amsterdam area. The main object was to determine the attributes
that constitute concerts of classical music, as well as the relative weights of these concert attributes.
The problem has been approached by a hybrid mix of conjoint measurement and a strongly
generalized own brand of logit analysis. Some 1100 respondents have been offered varying subsets
of 32 vignettes of concert offers, most of them fictitious but not unrealistic. From the analysis it is
possible to determine the change in demand for classical concerts as a consequence of a change in
an attribute value, as well as the price compensation necessary in order keep the level of demand
unchanged.
MARCHÉ, DEMANDE, ANALYSES CONJOINTES, MUSIQUE, RECHERCHE-EMPIRIQUE, HOLLANDE.
MARKET, DEMAND, ANALYSIS, MUSIC, EMPIRICAL-RESEARCH, NETHERLANDS.
251. VENKATESH, Alladi; TANKERSLEY, Clint B. "Magazine Readership by Female Segments".
Journal of Advertising Research. Vol. 19, no 4, aug 1979, pp. 31-38.
Les auteurs analysent empiriquement le profil de trois différents types de lectrices de magazines et
l' implication de ces résultats pour la segmentation des media.
MARCHÉ, SEGMENTATION, PROFIL SOCIO-DÉMOGRAPHIQUE, MAGAZINES RECHERCHE-EMPIRIQUE,
ÉTATS-UNIS.
MARKET, SEGMENTATION, SOCIODEMOGRAPHIC CHARACTERISTICS, MAGAZINES, EMPIRICALRESEARCH, US.
252. VERWEY, Peter. "What the Arts Council Wants from Research and How It Can Help". Journal
of the Market Research Society. Vol. 34, no 4, oct 1992, pp. 313-321. Copyright 1997 by UMI
The Arts Council (UK) wants research that shows the proportion, numbers, and types of people
who attend events or participate in arts activities. It wants research that gives indications of public
attitudes towards the arts. The Council will commission beginning April 1993 a weekly survey of
arts attendance and participation for a wide range of types of events and activities based on those
covered in the Research Surveys of Great Britain. This information will be valuable to the Arts
Council and the other funding bodies in decisions about levels of art provision, the allocation of
resources, and also performance measurement. The Arts Council has commissioned a number of
specialist studies to provide clients with a better understanding of their audiences or visitors,
including a study of the importance of price in decisions to attend plays, opera, and ballet, and a
study of attitudes among occasional theater attenders to schemes designed to promote more
frequent attendance.
UTILISATION DE PRATIQUES MARKETING, ARTS, RECHERCHE-SONDAGE, ROYAUME-UNI.
USE OF MARKETING PRACTICES, SURVEY-RESEARCH, UK.
253. VICTORIUS, Felton; VERLINDEN, Marc. "Arts Audiences-Monolithic or Multifaceted?”
Première Conférence Internationale sur la gestion des arts. École des HEC Montréal, du 22 au 24
Août 1991, pp. 137-146. Copyright © (1992, École des Hautes Études Commerciales (HEC)
Montréal). All Rights Reserved.
In the past, studies of multiple arts audiences have been concerned with the differences between
these audiences and the population at large. This paper tries to ascertain wether there are
differences among audiences of various performing media. The data are based on various audience
surveys conducted in Louisville, Kentucky during the fall of 1988. Participants included attenders
of Actors Theatre, The Louisville Orchestra, Louisville Ballet, and Kentucky Opera. Based on
these surveys, significant differences were found to exist among the audiences for the various
performing art forms. It is believed that awareness of such diversity will aid managers in devising
new and more effective marketing strategies for their companies.
MARCHÉ, DEMANDE, CARACTÉRISTIQUES
EMPIRIQUE, ÉTATS-UNIS.
ARTS,
RECHERCHE-
MARKET, DEMAND, SOCIODEMOGRAPHIC CHARACTERISTICS, ARTS, EMPIRICAL-RESEARCH, US.
254. VON BRACHEL, Jessica Skelly. "The State of the Arts". Journal of European Business. Vol. 5,
no 4, march/april 1994, pp. 60-63. Copyright 1997 by UMI Company. All Rights Reserved.
Europeans view film as a powerful media for preserving cultural heritage and socializing young
people. It is an instrument for learning and transmitting values. However, when they complain they
are under cultural attack from Hollywood, it is difficult to take them seriously. After all, the French
have forcefully contested the US' insistence that subsidies are unfair and should be scrapped.
Observers note that without government support, the European film industry would simply vanish.
Some Europeans contend that the US is protectionist when it comes to the film industry and that
most of the movies shown in Europe are from the US. Those involved in the European film
industry say the movies they make are good, but that they are seldom shown in the US. They see
Hollywood as a financial powerhouse with the capital to make and market its wares. In contrast,
European filmmakers simply do not have the budgets that US movie companies have with which to
make films. No matter how they complain, Europeans still go to see movies made in the US.
MARCHÉ, CONCURRENCE, SUBVENTION À LA CULTURE, CINÉMA, RECHERCHE-EMPIRIQUE, ÉTATSUNIS, EUROPE.
MARKET, COMPETITION, CULTURE FUNDING, MOVIES, EMPIRICAL-RESEARCH, US, EUROPE.
255. WALSHE, Peter. "Probing the Potential or Seriously Taking the Arts Less Seriously". Journal of
the Market Research Society. Vol. 34, no 4, oct 1992, pp. 437-452. Copyright 1997 by UMI
An examination is made of the people who do not attend the arts. A third of the adult population in
the UK do not go at all to the arts and a third claim to have attended at least one type of arts event
in the past 12 months. The other third is split into those who have not been for 12 months, stopped
going, or do not reject the arts. Those who claim not to have an interest in the arts say that watching
arts events and films on television makes virtually no impact on potential attendance, underlining
the need to take the arts to them. 'Potentials' are people whose lives are being enriched and areas
improved by arts provision even though they themselves do not actually attend. Potentials can be
divided into 2 camps: existing patrons who are on record and people of whom there is no record.
The non-patrons split into 2 main targets: lapsed attenders and never been. At the heart of potential
attenders is a much greater concern that it will be worthwhile and entertaining and relatively less
concern with the details of the performance.
COMPORTEMENT DU CONSOMMATEUR, PROCESSUS AFFECTIFS, MOTIVATIONS DE LA DEMANDE
POTENTIELLE, ARTS, RECHERCHE-EMPIRIQUE, ROYAUME-UNI.
CONSUMER BEHAVIOR, AFFECTIVE PROCESS, POTENTIAL DEMAND, ARTS, EMPIRICAL-RESEARCH,
UK.
256. WEIL, Stephen E. "Performance Indicators for Museums: Progress Report From Wintergreen".
Performing Arts Review. Vol 23, no 4, 1994, pp. 341-351.
L'auteur propose une réflexion sur les avantages et inconvénients des critères de performance
utilisés dans les musées. Il présente trois grands types de critères ("input", "output", "outcome"),
leurs limites conceptuelles et les effets négatifs qu'ils peuvent engendrer dans l'organisation.
PRODUIT, INDICATEURS DE PERFORMANCE, MUSÉES, OPINION, ÉTATS-UNIS.
PRODUCT, PERFORMANCE INDICATORS, MUSEUMS, OPINION, US.
257. WEINSTOCK, Phil. "Toward A Socioeconomic Cultural Policy in Jerusalem: A Case Study".
Journal of Arts Management, Law and Society. Vol 24, no 2, 1994, pp. 129-145.
L'auteur présente un modèle socio-économique pour le développement de projet culturel qui
comprend certaines composantes du marketing.
POLITIQUE CULTURELLE, PRODUIT, ÉVALUATION DE PROJET, ARTS, RECHERCHE-EMPIRIQUE,
ISRAEL.
CULTURAL POLICY, PRODUCT, PROJECT ASSESSMENT, ARTS, EMPIRICAL-RESEARCH, ISRAEL.
258. WHITE, Richard C. "Crossover Considerations: Potential Audiences Attendance from Culturally
Isolated Communities". Journal of Arts Management. Vol. 15, no 1, pp. 95-101. Reprinted by
permission of the Helen Dwight Reid Educational Foundation; published by Heldref Publications.
Looking back to the Harlem jazz scene of the 1920s, and forward to beyond the 1980s, White
discusses American attitudes towards ethnicity and how they affect attendance patterns at cultural
events. He highlights specific research and suggests approaches to facilitate the attendance by one
culture's consumer at another culture's arts event.
MARCHÉ, SEGMENTATION, GROUPES ETHNIQUES, ARTS, OPINION.
MARKET, SEGMENTATION, ETHNIC GROUPS, ARTS, OPINION.
259. WIESNER, Don. "Negociating with Franchisees: Judicial Micromanagement". Journal of the
Academy of Marketing Science. Vol. 22, no 3, summer 1994, pp. 305-306. Copyright 1997 by UMI
The US Court of Appeals found in Wisconsin Music Network vs. Muzak Ltd. that a contract MTA
program, negotiated by Muzak and not palatable to Wisconsin Music Network - a franchisee of
Muzak Ltd. - did not fix resale prices. The court found that the program appeared to increase
consumer choice and interbrand competition among national programmed subscription services.
MARCHÉ, CONCURRENCE, PRIX DE VENTE, MUSIQUE, EMPIRIQUE, ÉTATS-UNIS,
MARKET, COMPETITION, SALES PRICE, MUSIC, EMPIRICAL-RESEARCH, US.
260. WINTER, Frederick. "Match Target Markets to Media Audiences". Journal of Marketing
Research. Vol. 20, no 1, feb 1980, pp. 61-66.
L'auteur propose un modèle alternatif aux méthodes traditionnelles de la segmentation pour
connaître les composantes de l'audience. Il présente une méthode à travers laquelle les segments–
cibles et les media sont harmonisés. Ce processus se décompose en deux niveaux: la méthode par
laquelle les données sont collectées et la méthode par laquelle les données sont analysées.
MARCHÉ, SEGMENTATION, MÉTHODE ALTERNATIVE DE SEGMENTATION, MEDIA, RECHERCHEEMPIRIQUE, ÉTATS-UNIS.
MARKET, SEGMENTATION, NEW SEGMENTATION METHOD, MEDIA, EMPIRICAL-RESEARCH, US.
261. WOLTON, Claude. "Arts Sponsorship: Harmony or Discord ?" European Research. Vol. 16, no
2, may 1988, pp. 87-94. Copyright 1997 by UMI Company. All Rights Reserved.
Arts sponsorship is now an established and rapidly expanding practice, despite the view by many
that the arts' respectability precludes the use of sponsorships. Although only 20%-25% of corporate
sponsorship money in Europe currently is spent on the arts, an upward trend has been observed.
Factors behind this trend include: 1. a favorable regulatory climate, 2. the need to reach customers
during their increasing leisure time, and 3. the escalating cost of traditional means of advertising.
Companies may choose to sponsor an arts event for several reasons, including: 1. broad objectives,
such as to increase awareness, 2. sociological objectives, such as a tobacco company trying to
counteract the negative image of its product, and 3. specific objectives, such as to influence a
selected target market. Through the arts, the sponsor has an opportunity to reach a select and
clearly defined target group, but this requires an intimate knowledge of the arts world and full
usage across all marketing areas in order to be effective.
PROMOTION, COMMANDITE, AVANTAGES PUBLICITAIRE DE LA COMMANDITE, ARTS, RECHERCHEEMPIRIQUE, EUROPE.
PROMOTION, SPONSORSHIP, ADVERTISING BENEFITS FROM THE SPONSORSHIP, ARTS, EMPIRICALRESEARCH, EUROPE.
262. WRIGHT, Judith Lucy. "A Uses and Gratifications Approach to Marketing the Arts: An
Audience Survey for the Concert and Chamber Music Series". PhD. 1986, University of Kansas;
DAI-A, 48/02, pp. 252, aug 1987. Copyright © (1986, Wright, Judith Lucy). All Rights Reserved.
This study reports the development of a performing arts consumption model based on Phillip
Palmgreen's "Expectancy-Value" model in the "Uses and Gratifications" perspective of mass
communication. This model became a basis for formulating a survey questionnaire that was
administered to present and potential audience members of the Concert and Chamber Music Series
in Lawrence, Kansas. The purpose of this audience research was to glean information which could
be utilized to effectively market the Concert and Chamber Music Series. The survey design
employed was a proportionate, multi-stage, random sample, cross-sectional, two-wave design. The
first stage, subscribers and non-subscribers, was selected to investigate the present and potential
audience while the second stage was chosen to examine the differences and similarities between
students and non-students. Because of the small response rate among students, investigation of the
second stage was not pursued. Instead, survey questions were statistically analyzed to compare and
contrast the responses by degree of patronage: subscribers, attenders/non-subscribers, and nonsubscribers. Two major research questions were raised: (1) How are subscribers, attenders/nonsubscribers, and non-subscribers similar and different? Differences and similarities were explored
on (1.1) Demographic variables; (1.2) Attitudes toward the arts; (1.3) Age that interest in arts
began; (1.4) The priority of performing arts in comparison with other leisure time activities; (1.5)
Reasons for attending/not attending the Concert and Chamber Music Series; (1.6) Programs of
interest and preference; (1.7) Special features that would encourage subscribing. The second
research question inquired: (2) Which media and media messages do subscribers, attender/nonsubscribers, non-subscribers use for information about the Concert and Chamber Music Series?
Differences and similarities explored were: (2.1) What media are used to become aware of the
Concert and Chamber Music Series? (2.2) What type of messages are appealing or would
encourage subscribing? Major findings of the research indicated that attitude, age, and education
were the three most important variables in predicting respondent's degree of patronage toward the
Concert and Chamber Music Series. Options to successfully market the series are suggested. The
"expectancy-value" theory was deemed an appropriate theoretical foundation from which to create
a performing arts consumption audience survey.
COMPORTEMENT
DU
CONSOMMATEUR,
CARACTÉRISTIQUES
IDENTIFICATION DE DIFFÉRENTS TYPES DE MÉDIA UTILISÉS SELON LE TYPE DE SPECTATEURS,
MUSIQUE, RECHERCHE EMPIRIQUE/THÉORIQUE, ÉTATS-UNIS.
CONSUMER BEHAVIOR, SOCIODEMOGRAPHIC CHARACTERISTICS, IDENTIFICATION OF DIFFERENT
TYPES OF MEDIA USED BY DIFFERENT TYPES OF CONSUMERS, MUSIC, THEORETICAL-EMPIRICAL
RESEARCH, US.
263. YAVAS, Ugur. "Regional Symphony Orchestras: A Marketing Challenge". Journal of
Professional Services Marketing. Vol. 13, no 2, 1996, pp. 123-136. Copyright 1997 by UMI
Long considered indispensable indicators of a community's sophistication, symphony orchestras
today face the greatest challenge ever to their existence. According to a Louis Harris poll, partially
owing to a decrease in leisure time, attendance in concerts is off by 36%. Deficits of 254 major
orchestras traced by a report show that they have soared from $2.8 million in 1971 to $7 million in
1991 accompanied by a rise in operating expenses from $87.5 million to $207 million during the
same period. If symphony orchestras are to enhance their survivability in the 1990s, they must seek
new ways of expanding their audiences and sources of funding. This inevitability means that
marketing which is not alien to the performing arts organizations can play a vital role in helping
symphony orchestras to cope with today's multi-faceted challenges.
UTILISATION DE PRATIQUES MARKETING, ORCHESTRES, RECHERCHE-EMPIRIQUE, INTERNATIONAL.
USE OF MARKETING PRACTICES, ORCHESTRAS, EMPIRICAL-RESEARCH, INTERNATIONAL.
264. YORKE, D. A; JONES, R. R. "Marketing Museums". European Journal of Marketing Planning.
The International Council on Museums has attempted to define a museum as a ''permanent
establishment administered in the public interest with a view to conserve, study, exploit ... (and)
exhibit for the pleasure and education of the public, objects of cultural value.'' The Public Libraries
Actof 1919, as well as subsequent legislation, has given local authorities guidelines on how to
administer museums, either as a separate service, or combined with other services, such as libraries
and recreation. Most of the larger UK provincial museums are under the management of a
professional director or curator who also may be a chief officer of the Area Museum Council.
Studies into the published results of surveys of museum visitors demonstrate that such work only
began in the late 1920s and was largely concentrated in the US.
UTILISATION DE PRATIQUES MARKETING, MUSÉES, RECHERCHE-EMPIRIQUE, INTERNATIONAL.
USE OF MARKETING PRACTICES, MUSEUMS, EMPIRICAL-RESEARCH, INTERNATIONAL.
265. ZUFRYDEN, Fred S. "Linking Advertising to Box Office Performance of New Film Releases-a
Marketing Planning Model". Journal of Advertising Research. Vol. 36, no 4, jul/ aug 1996, pp. 2941. Copyright © (1996, The Advertising Research Foundation). All Rights Reserved.
A new model approach is developed to evaluate the market performance of new film releases as a
function of advertising. The proposed model sequentially links planned advertising expenditures
for a new film introduction to awareness, intention to see the film, as well as projected ticket sales
at the box office. It is illustrated how the model may be used by a movie studio to evaluate
alternative film introduction strategies based on proposed allocations of advertising expenditures as
well as theater distribution intensities over a film's life cycle.
PROMOTION, PUBLICITÉ, RAPPORT ENTRE LA POPULARITÉ D’UN FILM ET LA STRATÉGIE
PUBLICITAIRE, INDUSTRIE DU CINÉMA, RECHERCHE-THÉORIQUE.
PROMOTION, ADVERTISING, RELATION BETWEEN POPULARITY AND THE ADVERTISING STRATEGY,
MOVIES INDUSTRY, THEORETICAL RESEARCH.
266. ZUZANEK, Jiri; LEE, Marlene. "Social Ecology of Art Audiences". Journal of Cultural
Economics. Vol. 9, no 1, pp.65-84.
Dans une recherche originale, les auteurs analysent la relation entre la résidence et la participation
aux arts. Ils tentent notamment de répondre à trois grandes questions: 1) quels sont les secteurs
résidentiels qui contiennent proportionnellement le plus grand nombre de spectateurs et quelles
différences existent-ils entre la distribution “résidentielle” et les différents types de clientèles. 2)
comment la distribution spatiale est-elle affectée par le statut social des secteurs résidentiels et la
distance de ces secteurs ? 3) comment l’évolution historique et socio-écologique de la ville affectet-elle la distribution spatiale des auditoires, et quelles sont les théories socio-écologiques qui
expliquent le mieux cette distribution.
MARCHÉ, SEGMENTATION, SEGMENTATION PAR DISTRIBUTION SPATIALE, ARTS, RECHERCHEEMPIRIQUE, CANADA
MARKET, SEGMENTATION, SEGMENTATION BY SPATIAL DISTRIBUTION, ARTS, EMPIRICALRESEARCH, CANADA.
DEUXIÈME PARTIE
1. ARTS COUNCIL OF GREAT BRITAIN. Research Surveys of Great Britain Limited.
“RSBGOmnibus Arts Survey. Reports on Survey on Arts and Cultural Activities in Great Britain.”
2. ASSOCIATION DES ORCHESTRES CANADIENS (L’). « Préparer aujourd’hui les auditoires de
demain ».
3. BECKER, Howard; McCALL, Michael; MORRIS, Lori V.; MESHJIAN, Paul. “Theatres and
Communities: Three Scenes.” Social Problems. Vol. 36, no 2 April 1989, pp. 93-98.
4. COMMUNICATIONS Canada. Cultur’inc.
consommateurs d’art. 1990-1999. Constats ».
et
Decima.
1982.
« Profil
des
canadiens
5. COMMUNICATIONS Canada. Holgerson, R. “Festivals: A Market with Potential.” Ottawa.
Septembre 1991.
6. E.S.O.M.A.R. “Symposium on marketing and research for the arts.” Amsterdam, Netherlands, 1990.
7. GUY, J.M. « Les publics de la danse ». La documentation française. Paris. France 1991.
8. HALIFAX: NS ECONOMIC RENEWAL, TOURISM NOVA SCOTIA, CULTURAL
TOURISM COMMITTEE. “Nova Scotia Cultural Tourism: Discussion Paper.” 1996.
9. MATHESON, Fiona C. “Marketing Strategy for the Tanfield Railway Museum”. Museum Journal.
Vol. 91, July 1991, pp. 28.
10. McLEAN, Fiona. “Marketing in Museums: A Conceptual Analysis.” Museum Management and
Curatorship. Vol. 12, March 1993, pp. 11-27.
11. MINISTÈRE DES AFFAIRES CULTURELLES. QUÉBEC. GARON, R. « Participation
culturelle : les comportements des québécois en matière d’activités culturelles de loisir en 1989, statexpress ». 1991.
12. NATIONAL ENDOWMENT FOR THE ARTS. Research Division Report. Publishing Center
for Cultural Resources 1984. “Audience Development: An Examination of Selected Analysis and
Prediction Techniques Applied to Symphony and Theatre Attendance in Four Southern Cities.”
13. NATIONAL ENDOWMENT FOR THE ARTS. ANDREASEN, A.R. “Expanding the Audience
for the Performing Arts.” Seven Locks Press. Washington, 1991.
14. NATIONAL JAZZ SERVICE ORGANIZATION. Horowitz, H. “The American Jazz Music
Audience.” Washington, D.C. September 1986.
15. ONTARIO ARTS COUNCIL 1994. “Meeting New Challenges: Ontario Arts Council Strategic
Plan, 1994-95 to 1996-97.”
16. OTTAWA, COMMUNICATIONS Canada, 1991. “Canadian Arts Consumer Profile, 1990-91:
Executive Summary and Highlights.”
17. PRONOVOST, GILLES. « Les comportements des québécois en matière d’activités culturelles ».
Les publications du Québec, 1989.
18. QUINE, Michael. “Theater Audiences in Britain: A Continuing Research Program.”
19. RIDEAU (Regroupement indépendant des diffuseurs d’événements artistiques unis de
Montréal). « Une étude pour la diffusion du spectacle au Québec ». 1990.
20. SHERRY Jr. John F. Editor. “Contemporary Marketing and Consumer Behavior.”
21. TASK FORCE ON ONTARIO ARTS COUNCIL FUNDED PROFESSIONAL NON-PROFIT
THEATRE, TORONTO: THE TASK FORCE, 1990 ix. “Places Please: The Report.”
22. WERSIG, Gernot; SCHUCK-WERSIG, Petra. “A German View of Marketing in the Unites States
Museums.” Curator. Vol. 33, March 1999, pp. 72-80.
23. ZORNE, Elmar; KOIDL, Roman. “Exhibition Marketing – The Relationship between Industry and
the Museums.” Museum Management and Curatorship. Vol. 10, June 1991, pp. 153-160.
INDEX DES MOTS-CLÉS FRANÇAIS
ANALYSE ÉCONOMIQUE DE MARCHÉ
9
ATTITUDE
6, 7, 16, 86, 127, 153, 155, 190, 212, 213, 215.
ARTS
6, 9, 12, 18, 19, 0, 22, 23, 25, 26, 30, 32, 34, 36, 39, 42, 46, 49, 50, 52, 53, 55, 57, 58, 60, 65, 71, 75, 77,
79, 81, 82, 83, 84, 86, 88, 89, 90, 91, 92, 93, 94, 95, 96, 97, 99, 100, 103, 104, 106, 108, 112, 113, 117,
120, 123, 124, 126, 128, 132, 133, 135, 138, 139, 141, 143, 146, 148, 149, 150, 158, 161, 169, 172, 175,
176, 179, 184, 185, 186, 187, 188, 189, 192, 199, 201, 202, 203, 204, 206, 207, 209, 210, 213, 214, 217,
219, 221, 222, 224, 225, 228, 229, 231, 235, 237, 239, 241, 244, 245, 246, 247, 249, 252, 253, 255, 257,
258, 261, 266.
ARTS DE LA SCÈNE
1, 12, 19, 46, 81, 82, 87, 95, 103, 190, 193, 217, 221.
CINÉMA ET FILMS
13, 31, 40, 41, 45, 70 73, 114, 127, 134, 136, 154, 157, 180, 182, 183, 211, 218, 220, 236, 238, 265.
COMPORTEMENT DU CONSOMMATEUR
1, 6, 7, 15, 16, 17, 22, 23, 37, 40, 41, 42, 51, 63, 64, 65, 66, 67, 70, 72, 73, 74, 76, 86, 87, 88, 89, 90, 96,
99, 101, 102, 104, 107, 110, 116, 121, 124, 127, 128, 130, 131, 132, 137, 139, 145, 146, 147, 151, 153,
157, 158, 159, 160, 179, 180, 184, 190, 191, 197, 201, 203, 214, 215, 218, 220, 230, 234, 237, 240, 243,
255, 262.
ÉTUDES DE CAS
4, 13, 44, 98, 143, 193.
FIXATION DE PRIX
11, 18, 19, 29, 48, 154, 170.
GROUPES ETHNIQUES
37, 43, 57, 101, 102, 168, 195, 258.
LOI DE BAUMOL
26
MANAGEMENT
14, 20, 92, 207, 210, 233, 248.
MARCHÉ
2, 4, 8, 9, 12, 13, 21, 27, 28, 30, 46, 50, 52, 54, 55, 57, 58, 61, 68, 69, 71, 77, 78, 81, 82, 83, 91, 94, 99,
106, 108, 109, 113, 115, 116, 118, 119, 120, 125, 126, 134, 135, 138, 140 142, 143, 144, 149, 150, 155,
156, 163, 167, 168, 169, 178, 182, 183, 187, 188, 189, 192, 193, 195, 198, 199, 202, 204, 206, 208, 211,
212, 213, 216, 217, 219, 223, 225, 226, 227, 228, 229, 231, 232, 235, 238, 244, 250, 251, 253, 254, 258,
259, 260, 266.
MODÈLE DE RECHERCHE D’EXPÉRIENCES
23, 24.
MUSÉES
4, 17, 21, 33, 44, 62, 64, 66, 67, 85, 111, 121, 137, 145, 147, 174, 194, 196, 212, 248, 256, 264.
MUSIQUE
38, 43, 51, 110, 115, 129, 130, 144, 156, 159, 227, 250, 259, 262.
NOUVEAUX PRODUITS
27, 80, 85.
OBJETS D’ART
9, 26, 30, 55, 84, 99, 100, 106, 142, 199.
OPÉRA
2, 78, 140, 226.
OPINION
39, 62, 110, 129, 141, 147, 166, 175, 194, 205, 244, 256, 258.
POSITIONNEMENT
59, 109, 129, 188.
PRATIQUES DE CONSOMMATION
1, 42, 64, 137, 145, 229.
PRINCIPAUX PROCESSUS DÉCISIONNELS
15, 23, 31, 66, 70, 74, 107, 158, 159, 160, 179, 180, 197, 220, 230.
PRIX
11, 18, 19, 26, 29, 48, 95, 100, 103, 154, 163, 170, 208, 221, 259.
PRODUIT
27, 44, 47, 59, 72, 73, 80, 85, 129, 162, 179, 256, 257.
PROFIL PSYCHOGRAPHIQUE
88, 137.
PROFIL SOCIODÉMOGRAPHIQUE
90, 101, 128, 158, 224, 234, 240, 251.
PROMOTION
25, 43, 49, 60, 93, 112, 114, 122, 140, 152, 196, 205, 233, 236, 239.
PUBLICITÉ
25, 31, 114, 196, 265.
RADIO
59, 101, 102, 109, 153, 223, 240.
RECHERCHE EMPIRIQUE
1, 2, 6, 7, 8, 10, 11, 12, 16, 19, 21, 22, 25, 27, 28, 32, 33, 34, 37, 38, 40, 41, 42, 43, 46, 48, 50, 51, 52, 53,
54, 55, 57, 60, 61, 64, 65, 66, 68, 69, 76, 77, 78, 79, 81, 82, 87, 90, 93, 95, 96, 101, 102, 103, 104, 106,
107, 108, 111, 112, 113, 114, 115, 116, 118, 119, 120, 121, 122, 123, 125, 127, 128, 130, 133, 134, 135,
137, 138, 140, 144, 150, 151, 152, 153, 155, 156, 157, 158, 160, 162, 163, 165, 167, 168, 169, 170, 176,
177, 178, 179, 181, 182, 183, 184, 187, 188, 190, 191, 192, 195, 196, 197, 198, 199, 202, 203, 204, 206,
208, 209, 211, 212, 213, 214, 215, 216, 217, 218, 219, 221, 223, 224, 225, 226, 227, 228, 229, 231, 232,
233, 234, 235, 236, 237, 238, 239, 240, 243, 245, 249, 250, 252, 253, 254, 255, 257, 260, 261, 263, 264,
266.
RECHERCHE THÉORIQUE
9, 15, 17, 20, 23, 24, 26, 29, 30, 36, 45, 47, 56, 59, 63.
REVUE DE LITTÉRATURE
67, 80, 159.
SEGMENTATION
12, 50, 58, 61, 69, 77, 108, 113, 116, 118, 119, 120, 125, 126, 134, 135, 138, 140, 143, 144, 149, 155,
168, 169, 187, 193, 195, 198, 202, 206, 208, 212, 213, 216, 219, 224, 225, 226, 227, 229, 232, 235, 251,
258, 260, 266.
THÉÂTRE
2, 10, 11, 14, 15, 16, 24, 37, 54, 116, 118, 166, 177, 197, 208, 216, 233.
TV
8, 28, 56, 69, 73, 119, 155, 167, 195, 205, 215, 218, 230, 234, 240.
UTILISATION DE PRATIQUES MARKETING
3, 5, 10, 14, 20, 33, 36, 38, 39, 75, 97, 98, 111, 116, 117, 123, 128, 161, 165, 166, 173, 175, 177, 185,
186, 194, 209, 222, 245, 247, 263, 264.
VARIABLES DU COMPORTEMENT
6, 7, 17, 24, 40, 41, 63, 66, 86, 87, 88, 121, 124, 127, 130, 137, 145, 147, 153, 167, 177, 178, 190, 191,
203, 212, 215, 218, 234, 237, 240, 243.
VIDÉO
28, 29, 68, 162.
INDEX DES MOTS-CLÉS ANGLAIS / ENGLISH KEY-WORDS
ADVERTISING
25, 31, 114, 196, 265.
ATTITUDE
6, 7, 16, 86, 127, 153, 155, 190, 191, 212, 213, 215.
ARTS
6, 9, 12, 18, 19, 20, 22, 23, 25, 26, 30, 32, 34, 36, 39, 42, 46, 49, 50, 52, 53, 55, 57, 58, 60, 65, 71, 75, 77,
79, 81, 82, 83, 84, 86, 88, 89, 90, 91, 92, 93, 94, 95, 96, 97, 99, 100, 103, 104, 106, 108, 112, 113, 117,
120, 123, 124, 126, 128, 132, 133, 135, 138, 139, 141, 143, 146, 148, 149, 150, 158, 161, 169, 172, 175,
176, 179, 184, 185, 186, 187, 188, 189, 192, 199, 201, 202, 203, 204, 206, 207, 209, 210, 213, 214, 217,
219, 221, 222, 224, 225, 228, 229, 231, 235, 237, 239, 241, 244, 245, 246, 247, 249, 252, 253, 255, 257,
258, 261, 266.
ARTS OBJECTS
9, 26, 30, 55, 84, 99, 100, 106, 142, 199.
BAUMOL LAW
26
BEHAVIOR VARIABLES
6, 7, 17, 24, 40, 41, 63, 66, 86, 87, 88, 121, 124, 127, 130, 137, 145, 147, 153, 167, 177, 178, 190, 191,
203, 212, 215, 218, 234, 237, 240, 243.
CASE STUDIES
4, 13, 44, 98, 143, 193.
CLUSTER
12, 50, 58, 61, 69, 77, 108, 113, 116, 118, 119, 120, 125, 126, 134, 135, 138, 140, 143, 144, 149, 155,
168, 169, 187, 193, 195, 198, 202, 206, 208, 212, 213, 216, 219, 224, 225, 226, 227, 229, 232, 235, 251,
258, 260, 266.
CONSUMER BEHAVIOR
1, 6, 7, 15, 16, 17, 22, 23, 37, 40, 41, 42, 51, 63, 64, 65, 66, 67, 70, 72, 73, 74, 76, 86, 87, 88, 89, 90, 96,
99, 101, 102, 104, 107, 110, 116, 121, 124, 127, 128, 130, 131, 132, 137, 139, 145, 146, 147, 151, 153,
157, 158, 159, 160, 179, 180, 184, 190, 191, 197, 201, 203, 214, 215, 218, 220, 230, 234, 237, 240, 243,
255, 262.
CONSUMPTION PRACTICES
1, 42, 64, 137, 145, 229.
DECISION-MAKING PROCESS
15, 23, 31, 66, 70, 74, 107, 158, 159, 160, 179, 180, 197, 220, 230.
EMPIRICAL RESEARCH
1, 2, 6, 7, 8, 10, 11, 12, 16, 19, 21, 22, 25, 27, 28, 32, 33, 34, 37, 38, 40, 41, 42, 43, 46, 48, 50, 51, 52, 53,
54, 55, 57, 60, 61, 64, 65, 66, 68, 69, 76, 77, 78, 79, 81, 82, 86, 87, 90, 91, 93, 95, 96, 101, 102, 103, 104,
106, 107, 108, 111, 112, 113, 114, 115, 116, 118, 119, 120, 121, 122, 123, 125, 127, 128, 130, 133, 134,
135, 137, 138, 140, 144, 150 151, 152, 153, 155, 156, 157, 158, 160, 162, 163, 165, 167, 168, 169, 170,
176, 177, 178, 179, 181, 182, 183, 184, 187, 188, 190, 191, 192, 195, 196, 197, 198, 199, 202, 203, 204,
206, 208, 209, 211, 212, 213 214, 215, 216, 217, 218, 219, 221, 223, 224, 225, 226, 227, 228, 229, 231,
232, 233, 234, 235, 236, 237, 238, 239, 240, 243, 245, 249, 250, 252, 253, 254, 255, 257, 260, 261, 263,
264, 266.
ETHNIC GROUPS
37, 43, 57, 101, 102, 168, 195, 258.
EXPERIENTIAL MODEL
23, 24.
LITERATURE REVIEW
67, 80, 159.
MANAGEMENT
14, 20, 92, 207, 210, 233, 248.
MARKET
2, 4, 8, 9, 12, 13, 21, 27, 28, 30, 46, 50, 52, 54, 55, 57, 58, 61, 68, 69, 71, 77, 78, 81, 82, 83, 91, 94, 99,
106, 108, 109, 113, 115, 116, 118, 119, 120, 125, 126, 134, 135, 138, 140, 142, 143, 144, 149, 150, 155,
156, 163, 167, 168, 169, 178, 182, 183, 187, 188, 189, 192, 193, 195, 198, 199, 202, 204, 206, 208, 211,
212, 213, 216, 217, 219, 223, 225, 226, 227, 228, 229, 231, 232, 235, 238, 244, 250, 251, 253, 254, 258,
259, 260, 266.
MARKET ECONOMIC ANALYSIS
9
MARKETING PRACTICES APPLICATIONS
3, 5, 10, 14, 20, 33, 36, 38, 39, 75, 97, 98, 111, 116, 117, 123, 128, 161, 165, 166, 173, 175, 177, 185,
186, 194, 209, 222, 245, 247, 263, 264.
MOVIE INDUSTRY
13, 31, 40, 41, 45, 70 73, 114, 127, 134, 136, 154, 157, 180, 182, 183, 211, 218, 220, 236, 238, 265.
MUSEUMS
4, 17, 21, 33, 44, 62, 64, 66, 67, 85, 111, 121, 137, 145, 147, 174, 194, 196, 212, 248, 256, 264.
MUSIC
38, 43, 51, 110, 115, 129, 130, 144, 156, 159, 227, 250, 259, 262.
NEW PRODUCTS
27, 80, 85.
OPERA
2, 78, 140, 226.
OPINION
39, 62, 110, 129, 141, 147, 166, 175, 194, 205, 244, 256, 258.
PERFORMING ARTS
1, 12, 19, 46, 81, 82, 87, 95, 103, 190, 193, 217, 221.
POSITIONING
59, 109, 129, 188.
PRICE
11, 18, 19, 26, 29, 48, 95, 100, 103, 154, 163, 170, 208, 221, 259.
PRICE SETTING
11, 18, 19, 29, 48, 154, 170.
PRODUCT
27, 44, 47, 59, 72, 73, 80, 85, 129, 162, 179, 256, 257.
PROMOTION
25, 43, 49, 60, 93, 112, 114, 122, 140, 152, 196, 205, 233, 236, 239.
PSYCHOGRAPHIC CARACTERISTICS
88, 137.
RADIO
59, 101, 102, 109, 153, 223, 240.
SOCIODEMOGRAPHIC CHARACTERISTICS
90, 101, 128, 158, 224, 234, 240, 251.
THEORETICAL RESEARCH
9, 15, 17, 20, 23, 24, 26, 29, 30, 36, 45, 47, 56, 59, 63.
THEATRE
2, 10, 11, 14, 15, 16, 24, 37, 54, 116, 118, 166, 177, 197, 208, 216, 233.
TV
8, 28, 56, 69, 73, 119, 155, 167, 195, 205, 215, 218, 230, 234, 240.
VIDEO
28, 29, 68, 162.
ANNEXE 1
REVUES UTILISÉES
Academy of Management Journal
Administrative Science Quarterly
Advertising Marketing
American Behavioral Scientist
American Economic Review
American Journal of Economics and Sociology
American Review of Public Administration
Applied Economics
Applied Marketing Research
British Journal of Aesthetics
Business and Economic Review
Business and Society Review
Business History Review
California Management Review
Canadian Public Policy
Columbia Journal of World Business
Direction et gestion des enterprises
Economic Development Review
Economic Journal: The Journal of the Royal Economic Society
European Economic Review
European Journal of Cultural Policy
European Journal of Marketing
European Research
Gestion
Growth and Change
Harvard Business Review
International Journal of Advertising
International Journal of Project Management
International Journal of Research in Marketing
International Marketing
International Marketing Review
Journal of Advertising
Journal of Advertising Research
Journal of Aesthetics and Art Criticism
Journal of Applied Business Research
Journal of Arts Management, Law and Society
Journal of Business Research
Journal of Consumer Affairs
Journal of Consumer Marketing
Journal of Consumer Policy
Journal of Consumer Research
Journal of Cultural Economics
Journal of Data Collection
Journal of Economic Behavior and Organization
Journal of Economic Literature
Journal of Economic Psychology
Journal of European Business
Journal of International Consumer Marketing
Journal of International Marketing
Journal of International Marketing and Research
Journal of Leisure Research
Journal of Macromarketing
Journal of Marketing
Journal of Marketing Research
Journal of Museum Education
Journal of Politics
Journal of Professional Services Marketing
Journal of Services Marketing
Journal of Sociology
Journal of the Academy of Marketing Science
Journal of the Market Research Society
Journal of Travel Research
Labour: Review of Labour Economics
Management Science
Marketing and Research Today
Marketing in Europe
Marketing Intelligence and Planning
Marketing Management
Marketing Science
Project Management Journal
Psychology and Marketing
Recherches et applications en marketing
Reflets et perspectives de la vie économique
Review of Economic Conditions in Italy
Review of Economics and Statistics
Revue Française de Marketing
Revue Française de Sociologie
Scottish Journal of Political Economy
Service Industries Journal
Social Problems
Sociologie du travail
Southern Economic Journal
Strategic Management Journal
Tendances sociales canadiennes
Theatre Research International
ANNEXE 2
CONFÉRENCES ET COLLOQUES
Les conférences de l’AIMAC (Association internationale de management des arts et de la culture).
Les conférences de l’AMA (American Marketing Association).
Les conférences de l’ACR (Association for Consumer Research).
Les conférences de l’ACE (Association for Cultural Economics).
Les conférences de l’AMS (Academy of Marketing Science).
Les conférences du Travel Research Association.
Les actes du Canadian Congress on Leisure Research.
Les Séminaires de Recherches en Marketing.
ANNEXE 3
LISTE DES BIBLIOGRAPHIES
BENEDICT, Stephen; COE, Linda C. (1980)
“Arts Management: An Annotated Bibliography, revised edition.”
CONSEIL DES ARTS DU CANADA (LE) (1992)
« Répertoire des travaux de recherche sur les arts. Recherche et évaluation, Vol. 3 ».
GEORGI, Charlotte (1979)
“The Arts and the World of Business, Second Edition.” The Scarecrow Press, Inc. 1979.
NAKAMOTO, Kent; LEVIN, Kati. (1978)
“A Selected and Annotated Bibliography on Marketing the Arts.” Updated in 1981 by Cate Elsten and in
1983 by Perry H. Mixter.
NIK-KI, Whittingham
“Arts Management in the 90’s. The Essential Annotated Bibliography.” ENAAQ Publications-Chicago.
PRIEVE, Arthur; ALLEN, Ira W. (1973)
“Administration in the Arts: An Annotated Bibliography of Selected References.” University of
Wisconsin.
UNIVERSITY OF MASSACHUSSETS (1988)
“Arts Management Bibliography. From Fundamentals of Arts Management.”
ANNEXE 4
MOTS-CLÉS UTILISÉS
Mot-clé 1
Comportement
du consommateur
Mot-clé 2
1. Individu, produit,
situation
2. Profil sociodémographique
3. Variables de
comportement
4. Principaux
processus
décisionnels
5. Pratiques de
consommation
Utilisation de
pratiques
marketing
Marché
Produit
1.
2.
3.
4.
5.
1.
2.
3.
1.
2.
Prix
3.
4.
1.
2.
Distribution
3.
4.
1.
Promotion
2.
3.
4.
5.
Marché
Demande
Concurrence
Environnement
Segmentation
Produit
Positionnement
Nouveaux
produits
Fixation des prix
Calcul des coûts et
de la rentabilité
Élasticité-prix
Stratégies de prix
Circuits de
distribution
Stratégies de
distribution
Distribution
physique
Localisation
commerciale
Gestion de la
promotion
Publicité
Commandites
Publics-cibles
Choix des outils
promotionnels
Mot-clé 3
– Musique,
danse, opéra,
festival,
théâtre
– TV, journaux,
vidéo, radio
– Objets d’art
– Disques,
cinéma,
édition,
spectacles de
variétés
– Musées
Mot-clé 4
Mot-clé 5
– Pays
– Étude de
cas
– Théorique
– Revue de
littérature
– Sondage
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem
Idem

Le marketing des arts et de la culture

Transcription

Documents pareils

test dons spirituels jeunes

Torrent de nouvelles et l`appel de la Patria : Etre un journaliste des

France - Cardiff University

Guide d`information France - ORCA

Jean-Talon Market Tour Marché Jean

Oeuvres complètes

brochure-francais

Guide d`Information Belgique

Avril 2016

Sommaire / Table of contents