Untitled

independent meeting planners, perform the planning
functions on a contractual basis with their
clients. However, many other vendors now offer
meeting planning services. For example, many
destination management companies �DMC) and
tour and travel organisers will actually plan meetings
in addition to their other services. In fact, the
distinction between DMCs and independent meeting
planners is becoming increasingly blurred.
Both internal and external planners fall mainly
into association planners and corporate. The
difference between these two segments is obvious.
A less understood subsegment of the corporate
market is the incentive planner. Although not as
widely known, this segment is very lucrative
because the purpose of the meeting is to reward
the participants. Therefore, per person budgets are
usually higher than for other meeting types.
Increasingly important is the planner who creates
special events, which may include sports venues,
celebrations and other functions. These planners
must produce high impact functions that entertain
as well as impress the participants.
No matter which segment or type, meeting
planners must always determine the purpose for
the meeting or event. In the case of traditional
meetings, this is more than likely to educate the
participants. The planner has the responsibility for
creating an educational atmosphere that is conducive
to the transfer of knowledge. Several
professional organisations exist for the education
of planners. In the United States, the primary ones
are Meetings Professionals International and the
Professional Convention Management Association.
Both groups are dedicated to promoting professionalism
through education and standards of
performance.
See also: convention and visitor bureau;
convention business
Further reading
Polivka, E. �ed.) �1996) Professional Meeting Management,
Birmingham, AL: Professional Convention
Management Association.
TED ABERNETHY, USA
meetings business
The sector which provides facilities and services
oriented toward the attraction, hosting and
management of meetings held by corporations,
agencies and affinity groups is known as the
meetings business or market. Major meeting types
include business �such as conferences), education
and training, trade and consumer shows. Convention
centres, hotels and resorts cater to this sector,
with professional meeting planners usually
being involved.
mega-event see event; festival
merchandising
DONALD GETZ, CANADA
Merchandising is an ambiguous term and process
used in the marketing literature in many ways. It
relates to where, when and how to publicise or sell
a product. This process refers to, among other
things, promotional measures taken in packaging,
distribution and point-of-sale activities or pricing.
See also: advertising; marketing; sales
promotion
merger
merger 387
JOSEF A. MAZANEC, AUSTRIA
The objectives of mergers in the airline industry
are similar to those in other economic sectors. The
primary motivation is to achieve synergism
through the process of consolidation, where the
combined firm's value exceeds that of the individual
companies. Airline mergers seek to increase
economic performance by providing increased
economies of scale, greater financial strength,
and increased market share.
Mergers may be identified as horizontal,
vertical, congeneric or conglomerate, depending
on the types of companies that combine. A
horizontal merger occurs when two airlines �or
other firms in the same sector, such as hotel