orientational dilemma bacc and speakers
DESCRIPTION
Educational Approach of the dilemmaTRANSCRIPT
Orientational Dilemma
* Graphs and Educational approach
Laila Bunnag (Arts Network
Officer)
Luckana Kunavichayanont
(Director)
Pichaya Suphavanij
(Head of Exhibition
Department)
Speakers BACC
ORIENTATIONAL DILEMMA 5 strategies
Generic Marketing Concept (Lee P10)
The Relationship Marketing Approach
Extended Definition of the
customer
Extended Definition of the
product
(Re)Reduction of Marketing to
Function
Laila Bunnag
(Arts Network Officer)
«You don't have to know anything about arts.» «we try to do everything and it's still our mission to do that. For Thai people, when you say a gallery, they would feel like "Oh, do you have to know anything about art?"»
Luckana Kunavichayanont
(Director)
«We are funded by the government» «BACC is actually a city project.»
« I think you have to put a curatorial approach or the artistic approach in the beginning and then the management behind.»
Pichaya Suphavanij
(Head of Exhibition Department)
«So we are not really producing only our ideas: We also incorporate somebody else's ideas, on art of course. And we try to balance that each year.»
«So you can see you have curatorial works on the upper floors and at the same time in other spaces you have community projects.»
Generic Marketing Concept (Lee P10)
Laila Bunnag
(Arts Network Officer)
• «:«You can just come in and have a look and just stay here for an hour or two, because there are lots of things going on.»
• «We try to be the place that anyone can just come in and you can do whatever you want. You can enjoy anything, because there is always something for everyone.»
• «It's very multifunctional.»
• «Let's just say that we want to be open to everyone who wants to enjoy and have a good time.»
The Relationship Marketing Approach
Laila Bunnag
(Arts Network Officer)
«We don't really have the main target per se.»
« Fashion designers just come here and rent out the studio» «The public is everyone and anyone.»
Luckana Kunavichayanont
(Director)
««Almost every year now we do have projects with international artists or international organizations... ...Some of the audiences are quite ready to accept these sort of trends that are happening globally.»
«Because we have to keep the standards at what people expect, what the city, the BMA, expects us to deliver to society. So we have to be very careful, whatever has been presented within the building.»
Pichaya Suphavanij
(Head of Exhibition Department)
«And also another thing that's quite unique: When we open up the space for community projects I work a lot with guest curators, meaning that every year we have about four main exhibitions that are produced from BACC. I mean, art exhibitions, large exhibitions. But the rest we always collaborate with the networks, with anyone who is interested in making good projects with us.»
Extended Definition of the Customer
Laila Bunnag
(Arts Network Officer)
«they just see exhibitions, events, and see some shops and souvenirs»
«You don't have to know anything about arts. You can just come in and have a look and just stay here for an hour or two, because there are lots of things going on. You might go and have a look at the library and just flip through some art books. Or there might be some movie screening.»
«We try to be the place that anyone can just come in and you can do whatever you want. You can enjoy anything, because there is always something for everyone.»
Pichaya Suphavanij
(Head of Exhibition Department)
«So, in terms of planning, it's quite challenging, even for the audience to pick and choose, to come to any events on that particular weekend. »
«But the good thing is that once you are here for one day you can have a whole range of experience in terms of arts and culture. For some film crowd, when they come to see film programmes there is an art exhibition right next to the auditorium.»
Extended Definition of the product
Luckana Kunavichayanont (Director)
• «:«You can just come in and have a look and just stay here for an hour or two, because there are lots of things going on.»
• «We try to be the place that anyone can just come in and you can do whatever you want. You can enjoy anything, because there is always something for everyone.»
• «It's very multifunctional.»
• «Let's just say that we want to be open to everyone who wants to enjoy and have a good time.»
(Re) reduction of marketing to function
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