Auckland Theater Company Case

Question 1.

In order to meet customers’ need for safety and security, Auckland Theater Company (ATC) offers a Sunday matinee. In other words, performances take place during daytime so that audiences, especially the elderly, feel safe when going out. Besides that, the front-of-house staff, car park and easy access to the theater help to create a safe and enjoyable environment.

The next level of need is social needs. ATC fulfills the needs by providing “a space for social interaction” where people can attend the performances with their friends or family and enhance the relationship and intellectual stimulation.

The ego needs for prestige and status are met. The aspiration to be a part of ‘art supporters’ group leader consumers to become theatre subscribers because only subscribers can get some exclusive benefits like privileged access ‘behind the scenes’. Theatre is seen as a ‘high-art’ form, so being the subscribers, the consumers prove to fall within the higher socioeconomic bracket (need for status).

Finally, consumer’s need for self-actualization is recognized. To illustrate, the company tries to deliver creative and inspirational performance to the audiences so that they can be relaxed and entertained and develop themselves through the viewing of culture and art.

Question 2.

ATC utilizes informal conversations with audiences to make them express their opinions comfortably and it does not cost as much time and money as formal motivational research. However, the company also gets some benefits from motivational research that often attempts to discover underlying feelings, attitudes and emotions concerning product, service or brand use. The marketing department can gain deeper insights into the reasons behind consumer behavior, such as the perceptions, motivations for going to theatres, the attitudes about the performances, etc. to appropriately design or adjust its marketing strategies. Motivational research often reveals unsuspected consumer motivation, so it can be used for developing new ideas for promotional campaigns that will raise consumers’ awareness. Moreover, marketers are provided with basic orientation for new type of theatrical work, they are able to explore consumer reactions to ideas and advertising copy at an