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Establishment of a Modular ECVET System in Europe
Unit 5 - Eventmarketing
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Design a marketing plan for a specific event
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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5 Tasks of an event manager in the field of marketing Event manager…. • • • • • • • • • •
Analyze the regional market for companies of trade fair and event management. Compare markets and define the market for their services Examine the given market conditions Identify the opportunities and risks of working with other companies Check which methods of market research are suitable Plan marketing activities for companies Developing the goal of price policy, distribution policy and product policy Work in the development of marketing concepts Develop a marketing strategy based on the target group Design advertising campaigns
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
For this they need the following knowledge
Basics of Marketing
Fundamentals of market economy
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Marketing • •
The consistent orientation of the entire company to the needs of the market The challenge is the identification of market changes and market adjustments in order to build competitive advantages.
1. Marketing objectives 1.1 Strategic marketing objectives • Follow a long-term objective, which is of great importance to the company • e.g. Opening up new markets or new target groups 1.2 Operational marketing objectives • Are subject to long-term objectives • Short-term oriented 1.3 Quantitative marketing objectives • Are measurable in numbers and values • e.g. Cost, Revenue, Profit 1.4 Qualitative targets • Short-term oriented max. 1 year • Can not be calculated • Service, image, trust, customer loyalty
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
2. Marketing concept Before a marketing concept is created, each company should answer some questions: •
Who is my target group?
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What needs does my target group have?
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Where is my company compared to the competition?
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What is the importance of marketing discipline for my company?
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What experiences have already been made by previous marketing activities?
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What are the company's objectives and marketing measures?
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Which factors have a strong impact on customer loyalty?
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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2.1 The 7 phases of a marketing concept 1. Status Quo Analysis Firstly, a holistic view of the status quo must take place. This may be e.g. by SWOT analysis (Strength, Weaknesses, Opportunities, Threats). 2. Marketing objectives Definition of the market objectives with regard to Sales, customers and market share 3. Marketing strategy How the marketing objectives are to be achieved Maintaining the marketing strategy Basis for realization of the marketing concept. The marketing strategy includes: • Information on the targeted markets, • Services to be offered to customers • Competition and their marketing activities. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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4. Marketing instruments Decision which instruments should be used in • pricing policy • distribution policy • pricing policy • communication policy 5. Marketing Mix The marketing tools defined in phase 4 are merged into a marketing mix in phase 5. The long-term objectives of the marketing concept must be taken into account • Does the marketing mix still fit into the concept? • Is it compatible with the findings of the status quo analysis (phase 1)? 6. Realization of the marketing concept • In this phase the implementation takes place • Campaigns are switched, sales channels are built, markets are developed, u.v.m. • Everything will be implemented, which was decided in phase 3 - 5. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
7. Evaluation der Resultate If all planned measures have been implemented, we will proceed to the evaluation of the results. • What has worked? • What has not worked? • What are the objectives? • What is wrong? • Which processes can be optimized? • What will we do differently next time?
The evaluation is one of the most important parts in a marketing concept, because it provides basic knowledge for the following concepts and strategies, which can be included then in the next implemented status quo analysis.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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3. Marketing opportunities
Online-Marketing
Shows at trade fairs and conferences
Advertising through ads and entries
Business directories
Collections of company presentations
Telephone acquisitions or other forms of customer acquisition
Direct marketing - potential customers are addressed directly here
For this purpose, a target group must be defined.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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4. Zielgruppen 4.1 Defining target groups • The aim of the target group definition and target group analysis should be to offer a product specific to the needs of your target group. • The target group definition is particularly important for market analysis, product positioning and the marketing part of the business plan. • The best thing to do in the target group definition is two steps, by asking the following two questions: How can my target customers be characterized? What price can and will my target customers pay?
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
5 4.2 To distinguish target groupe You can characterize your target customers quite easily by limiting your target group using the following characteristics: •
Place of residence: In which state, or which municipality do the private customers who you want to contact with your product live?
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Gender: Do you speak to women and / or men?
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Age: What age group is your product aimed at?
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Family status: Are you talking about singles or are families rather your target customers?
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Working group: Are you focusing on specific professional groups?
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Education, religion, nationality etc .
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Are there other characteristics that your target group has?
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
4.3 Target group analysis • In the target group analysis observe and describe the purchasing behavior of your target group • Through target group analysis, you will get to know your target group better. • The following questions help you analyze the purchasing behavior of your target group:
Buying motive: Why is buying? Influencers: Who makes and who influences the purchasing decision of your target group? Point of sale: Where is buying, which sales channels does your target group use? Purchase frequency: How often is buying? Time: When is buying? This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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5. Marktet research In order to check whether you are right in your definition of the target group and target group analysis, it is a good idea to conduct a small market research. Describe your product or service to representatives from your target group and ask questions about their purchase. Marktet research is the • systematic exploration of a specific submarket. • Identification of the needs of all stakeholders including the use of external sources of information.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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5.1 Types of market research Many different forms of market research can be distinguished according to different criteria: • • • • •
According to the object of investigation According to the survey or reference period (ongoing, case-by-case, prospective, retrospective); According to the study area (local, regional or international market research); According to market areas or sectors (investment goods, consumer goods, services, commercial, non-commercial market research, competition analysis); According to company areas (procurement market research, sales market research, personnel research).
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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5.2 Process of market research • Determination and delimitation of information requirements; • Determination of the method of investigation; • Preparation of the enquiry documents; • Enquiry of the requested data; • Processing the data obtained, to clarify the need for information; • Presentation of the results and making a decision on the basis of the findings
5.3 Procedures of market research Within primary research, four different methods are differentiated: • Interview (by phone, in person, in writing, computer-assisted) • Observation (eg field observation, laboratory observation) • Experiment (eg labortest, market test (marketing), Storetest, Studiotest) • Panel research (consumer panels, commercial panels, special panels) Special forms of primary research are: • Omnibus surveys (also called "multi-topic surveys") • Multi Client Study This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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• With the help of primary research in market research, market trends can be recognized at an early stage even before competitors can do so. • This can lead to competitive advantages for product launches Advantages of primary market research: • • • •
The specific target group can be consulted. In contrast to secondary market research, information about the company's own product can be collected. The data is up to date. The data is only available to the company. Disadvantages:
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Market research is very cost-intensive The data is only available after a certain evaluation time
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Secondary research: Secondary research is a method of market research and, in contrast to primary research, uses existing information sources to obtain market information. • websites • textbooks
• studies • Brochures, etc. Advantages: • Minimize cost and time. • The results of secondary research can also support primary research
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Disadvantages: •
The results of secondary research are generally not exclusive, but are also available to other market researchers.
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In part, this was not very significant because the data were collected to answer specific questions.
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In addition, the "raw data" of the survey is not available, but only the results.
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Data from secondary research may also be obsolete.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
The results of market research form the basis for the diagnosis and forecasting of the future market and product development and thus for the planning of strategic and operational marketing measures.
6. Market analysis The market analysis is a systematic investigation of the relevant markets with the aim of: • To gain knowledge of how supply and demand are related to a specific product or service. • Provide information on the industry, customers, competitors and other influencing factors.
The results of the market analysis serve above all to enable decisions in the field of marketing.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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The market analysis can be divided into the following areas of investigation: •
Conditions under which the company is active in the market. It is about the early detection of important changes, which a company usually can not react in the short term, e.g.new laws and regulations, new trends, new techniques or procedures, etc.
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Industry analysis, the aim of which is to provide the companies operating in the industry with a sound overview of the economic situation of the industry in the present and future.
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Sales analysis, with the aid of which the market data influencing the sales are examined in order to obtain key data for sales planning and distribution.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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The market analysis can be divided into the following areas of investigation: •
Sales analysis, whose task is to determine possible distribution channels, e.g. at which locations, at which times and in which situations you can sell the most successfully.
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Customer analysis, which enables the products to be designed to meet the needs of current and potential customers.
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Competition analysis, which deals with the competitors of the enterprise. The aim is to examine competitors and their products for strengths and weaknesses as well as to recognize their own position in the market.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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7. Marketing instruments – the 4 „P„s“ Marketing instruments are all the measures a company uses to achieve its marketing objectives. It is possible to differentiate between four different marketing instruments, which must be coordinated: 1. Product • The product (or the service) and the associated product policy are the real factor of company success. • The better the product, the easier it is to achieve success through targeted marketing tools. • Product policy includes product range planning, product quality, customer service and the design of the product 2. Place • Distributive policy is, above all, the consideration of how the product should reach the customer. • If the route is to go through a sales agent (for example a supermarket) or delivered directly to the end user, or should the sale be made online This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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3. Price • Preis policy means all contractual and financial conditions that arise when purchasing a product.
• For example, the pricing policy stipulates discounts and bonuses as well as terms of delivery and payment. • The most important function is setting the price for a product. 4. Promotion • The promotion is what is usually meant when talking about marketing or advertising. • This includes all communication measures of the company which are used to advertise and sell a product. • The most important means of communication policy are advertising, personal sales, sponsorship, trade fairs, events and public relations. The combination of all marketing instruments is called a “marketing mix”. The marketing instruments are designed differently depending on the type of industry, product and target group. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
8. Marketing mix: choosing the right marketing tools •
The marketing mix is the combination of relevant marketing tools
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Which marketing tools should be designed for which company depends on the type of service (product or service) and the industry in which the company is located.
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A further serious difference in the choice of marketing instruments is also shown by the respective target group:
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• B2C marketing (business-to-consumer)
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• B2B Marketing (Business-to-Business)
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Companies with private customers as their target group (B2C) basically differentiate their marketing instruments from companies that have other companies as their target group (B2B). This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Kommunikationspolitik im Marketingmix The fourth "P" in the marketing mix stands for communication (English for "promotion"). Includes all marketing and image-forming measures in marketing. The basis is the target group on which every "P" is oriented in the marketing mix. The key question is, how you can positively influence the purchasing decision of your target customers. Advertising is an instrument, but other image-promoting measures should also be considered for your business model.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Key elements of the communication policy include:
• Sales promotion and personal sales, • Fairs & Events, Sponsoring, • Public relations (including corporate identity) as well as a clear brands policy. • For which instruments of the communication policy you decide to depends ultimately on the habits and characteristics of your target customers
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Market economy - 1. Market The market is the place where supply and demand meet. 1.1 Market types Subdivision of the markets by subject (according to the case) • consumer goods or goods market; Goods for the end user, e.g. foods • Capital goods market; Goods for the production of other goods, e.g. machinery • Money market; Provision of short-term capital (<1 year) by banks, private individuals • Capital Markets; Provision of long-term capital (> 1 year) by banks, private individuals • Labour Market; Supply and demand of human labor • Real estate market; Sale and purchase of land and buildings • Foreign exchange market; Purchase and sale of currencies • Services market; e.g. Trade with insurance companies
• Special market; Trade of special goods, e.g. delicatessen This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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By territory
global market (worldwide, Europe-wide, neighboring countries)
Internal market (in Germany, for example, Germany, regionally, for example, Saxony, urban, for example, in Leipzig)
By their function
Procurement market (Where do I collect goods for production?); Domestic and import market
Business market (Where do I sell finished products?); Domestic and export market
By their duration
Weekly market (e.g. market day once a week)
Annual market (Eg Christmas market)
By their organisation
highly organized as e.g. Exchanges or trade fairs
not organized or only very little organized, e.g. Shops in which supply and demand meet at random (most common form)5 This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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1.2 Market types
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Market types are spoken when access to the market is considered. You must differentiate: • free market; no access restrictions for market participants • restricted markets; restricted access for market participants by economic or legal requirements, such as minimum capital requirements, authorizations or concessions 1.3 Marktet forms The difference in the market forms is the number of suppliers of a similar good compared to many buyers. •Monopoly Market form, in which the side of the offer has only one current seller (supply monopoly), while the demand side has many small demander. •Oligopoly Market form where only a few relatively large sellers or buyers appear on the side of supply and / or demand. •Polypoly Market form characterized by many suppliers and / or buyers. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Who are the market participants? Market participants are private individuals, states, banks, companies and foreign countries who offer and demand their goods and / or services. 1.4 Seller„s market
With a seller’s market, you have to deal with a salesman or a very few sellers facing a large number of buyers. The seller (s) determine the prices and the purchasing conditions of the buyer. A seller’s market can arise through two conceivable developments: • the offer decreases but the demands remain unchanged. • demand is rising, but the supply remains the same..
Both have the consequence: The prices are rising Sellers may set the terms on which they deliver. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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1.5 Buyer‟s market (the normal market situation) A buyer 's market is created when a limited number of buyers are facing many sellers. The sellers with the most favorable products and the best purchasing conditions are put through. The reason for the formation of a buyer's market is usually a supply surplus: The number of providers is increasing, providers are constantly bringing new products onto the market. However, the demand of the buyers remains the same or even decreases. The decline in the population and the change in the population The buyer has the market power because • Buyer decides for the most favorable products. • He chooses the provider who offers him the highest discounts and offers the best conditions for delivery and payment. • The buyer has a good chance to successfully negotiate the price, the granting of discounts or bonuses, a free delivery or long payment periods or the granting of a discount. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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2. Supply and demand 2.1 Supply A supply is the quantity of existing goods and services on the market e.g. the harvest of apples is very high, more apple juice can be produced, but the demand remains unchanged, is produced more than is bought, thus the price of apple juice decreases 2.2 Demand Demand, however, is only the intention of households and companies to purchase goods and services against money or other goods in exchange. e.g. the apple harvest is very low due to early frost, the price of apple juice increases if demand remains the same. Impact on the price: â&#x20AC;˘ â&#x20AC;˘
If the quantity offered increases and the demand remains the same, the price of the goods decreases. If, on the other hand, supply and demand remain the same, the price of the goods increases. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Price and pricing The pricing of certain goods is not always the same. The decisive factor here is primarily the respective market form. 3.1 Pricing in monopoly •
Often a sole monopolist has the fixing of prices in the hands.
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He can decide on his own the price for its offered good.
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If a monopolist becomes too greedy then the demanders begin to restrict themselves and sometimes renounce to the good.
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In addition, there is the possibility for consumers to buy substitute goods.
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As a last option, there is also a state intervention. In principle, a monopolistic position in an economy is, of course, undesirable.
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A monopolist usually has no competition and also the incentive to save costs is not given. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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3.2 Pricing in ologopoly • There are few suppliers and there are many demandors. • Different pricing strategies are used, because there are several competitors in the oligopoly. • One strategy is the direct competition over price reductions.
• If provider A drops the price and supplier B is doing the same, a socalled ruinous competition arises. • For the consumer, this price formation offers the advantage, of course, that they can profit from a consistently low price. • However, the providers run the risk of getting into financial defile. • In the worst case, such an oligopoly develops into a monopoly over time. • Another generally illegal strategy is price agreement. The competitors are talking here and are jointly raising the price. This is, of course, very disadvantageous for the consumer and, of course, forbidden. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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3.3 Pricing in polypoly •
In the case of a polypol, the price is formed by the constant interaction between supply and demand.
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In the ideal case, the price settles at the equilibrium price.
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Equilibrium price is then given if the number of the goods offered for the price are exactly the same Quantity of goods requested at this price. Basically, you can differentiates between the perfect and imperfect competition at the market form of the polypoly.
This type of market is generally only advantageous for the consumer
The market form of the polypoly is most common in most economies.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Case study 1 - Eventmarketing Situation: Trade fairs are of great importance to companies. You work in an agency for the planning and implementation of trade fair participation.
Task:
1. Explain the marketing mix and what functions a trade fair has within the scope of the Marketing mix. 2. Explain the importance of trade fairs for companies. 3. What should be taken into consideration when selecting and planning a trade fair stand.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Solution study case 1 - Task 1 • •
Marketing-Mix: Way, how marketing instruments are used and combined to reach the set marketing objectives 4 Marketing tools (4 „Ps“): Product policy, communication policy, distribution policy, price policy
Fuction of trade fairs: Product policy: Product innovation, product verification against the competition, Testing the acceptance of products, assortments and services Communications policy: Increasing the popularity, new customer acquisition, announcement of Product innovations, profiling of the image and corporate design Price policy: Testing the acceptance of prices, checking the prices and conditions against competition, testing price differentiation Distribution policy: Establishment of sales structures, search of cooperation partners, sales This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Task 2 - Branch meeting, information exchange, networking
- Experience, dialogue and interaction with customers and business partners - market research and benchmarking - Possibility of purchase and contract conclusion
- Open up new markets, customers and partners Task 3 - Stand position and standard, expected number of visitors - required area, area cut, functional areas (e.g., presentation areas, counters, bearings) - Architecture and design, lighting - technical requirements, supply connections, safety regulations - Observe corporate design and image - Use of media and projections, special effects This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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Case study 2 â&#x20AC;&#x201C; Market economy
Situation You work in the marketing department of NĂśrenberger Ltd. A market study was carried out for the marketing of vacuum cleaners the following figure shows.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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1. How do you describe the market situation at a target price of 55.00 euros? •
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The market is a typical sales market, as the supply is bigger than demand. The market is a typical sales market, as the demand is bigger than the supply. The market is a typical buyer market, as the supply is bigger than demand. The market is a typical buyer market as the demand is bigger than the supply. The market is at equilibrium at a price of € 55.00.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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5 2. Which marketing strategy is suitable in this situation to successfully market the vacuum cleaner? • • • • •
Within the framework of product policy, it is not necessary to pay particular attention to the quality of the vacuum cleaner. Customer service hotline and extended warranty are not required as part of the service policy. The price policy is not to be rethought because the market automatically balances supply and demand. Within the framework of the price policy, the desired price can be further increased because demand increases. Within the framework of the price policy, the price has to be lowered ‘cause it is an important criterion for the buyer
3. Determine the amount of market turnover at a price of 30 euros per vacuum cleaner.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Nรถrenberger Ltd. is considering whether to enter a price competition or not in the market for vacuum cleaners. Which of the following statements of marketing strategies is true? 1. In order to outstrip the competition, Nรถrenberger Ldt. should definitely offer the vacuum cleaners at a non-cost- covering- price, as otherwise the market will be lost. 2. If the production capacities are too large, the sales success must be ensured by correspondingly aggressive advertising so that the production target can be met. 3. Nรถrenberger Ltd. can strive for a quality competition instead of the price competition, e.g. high-quality vacuum cleaners sell at a higher price.
4. Because the market analysis is always a past consideration, it does not have any meaning for the generation of the marketing strategy. 5. With a public relations strategy, Nรถrenberger Ltd. can lead buyers to pay significantly higher prices for vacuum cleaners.
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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5 Solution case study 2 Task 1: Solution: Answer 3 Task 2: Solution: Answer 5 Task 3: Solution: 6000 (Only 200 pieces are offered at this price.) Task 4: Solution: Answer 3, â&#x20AC;&#x2DC;cause the challenge lies in the market definition
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.