Now we turn to marketing objectives, which sets the organization. The basic goal – to make the service popular and profitable. This general objective is divided into the following groups specific purposes: 1) increase income and profitability of the organizing concerts, and 2) the creation of sufficient awareness among consumers about the services, and 3) forming the base loyal customers and expand the coverage of quantitative population, and 4) to strengthen the image and promotion of the organization as a whole and the bands and singers in particular, 5) active educational and socially significant activities. We now proceed directly to a range of marketing, or marketing policies. The basis of the marketing planning of the marketing mix – the marketing mix (Model 4P): product, price, distribution and promotion. Managing the marketing mix – the key to successful organizations Sales and core marketing planning. For the service sector, in particular the scope of musical art, the cornerstone of marketing put the contacts, communication, interaction in the 'buyer – seller' that have on the future of consumer behavior and the significant impact of marketing activities can be regarded as a resource, which can be controlled.
Marketing mix, being a comprehensive program of activities promotion of goods and services from the seller to the ultimate consumer, acts as a tool for the optimal placement of resources in the planning system, marketing and management. At the same time providing a constant negotiation demand and supply of goods (services) market with the help of marketing research and monitoring compliance of real indicators of entrepreneurial activity planned installations. Each submixes Marketing contains both a tactical and strategic tools. The optimal marketing mix is a combination of marketing tools through which achieve their objectives in rational spending of available funds budget marketing. The relative importance of each individual instrument of the marketing mix depends on various factors such as type of organization, the type of goods and customer behavior.