Transcript What is ser marketing?

WHAT IS SER MARKETING?
Sports, Entertainment and Recreation Marketing
OBJECTIVES
 Define marketing
 Analyze Sports Marketing, Entertainment Marketing and Recreation Marketing
 Review the marketing mix
 Break down market segmentation
 Define the marketing concept
MARKETING
Process of developing,
promoting,
distributing and selling
goods and services to
satisfy customers’
needs and wants
 Goods – Tangible products
 Services – Intangible products
SPORTS MARKETING
 Using sports to market products or marketing through sports
MARKETING STRATEGIES FOR SPORTS
 Sports logos for clothing
 New sports, new opportunities
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Soccer popular during the World Cup
Lacrosse growing every year
Extreme sports
Arena Football
 Timing
 Winning/Success
 New apparel coming out in preparation for the upcoming season
ENTERTAINMENT MARKETING
 Influencing how people choose to use their time and money for the purpose of
entertainment
ENTERTAINMENT
 Whatever people are willing to spend their money and spare time viewing, rather
than participating in.
 Can include sports or the arts
 Can be viewed in person or in broadcast/recorded form
 Generally movies, theater, music, concert, etc.
ENTERTAINMENT – TELEVISION
 In 1946 fewer than 7,000 TV sets were in households
 In 1996 223 million TV sets were in households and $42.5 billion was spent on TV
advertising
 114.5 million TV homes in the U.S. in 2009
RECREATION
 Renewing or rejuvenating your body or mind with fun or relaxing activities
 Recreational activities – those involved in travel, tourism , and amateur sports
that are not associated with educational institutions
 EX: Little League Baseball, Amusement parks
TOURISM
 Generally considered traveling for pleasure whether the travel is independent or
tour-based
 Example: A trip to Disney World!
THE MARKETING MIX
The 5 P’s of Marketing
THE 5 P’S OF MARKETING
 Product – what a business offers customers to satisfy needs
 Price – the amount that customers are willing and able to pay for products or services
 Place – the locations and methods used to make products available to customers
 Promotion – ways to make consumers aware of products and encourage them to buy
 People – the target market
THE TARGET MARKET (PEOPLE)
 A specific group of people that a
business wants to reach with their
goods or services
 The company must know the wants
and needs of its target market
 Can be broken down into more
specific groups
MARKET SEGMENTATION
 A market segment is a group of consumers within a larger market who share one
ore more characteristics
 Geographics
 Demographics
 Psychographics
 Behavioral-Based
GEOGRAPHICS AND DEMOGRAPHICS
Geographics
Demographics
 Divides markets into physical
locations (where people live)
 Ex: Eastern, Northern, Southern,
Western
 Divides markets into information
that can be measured (personal
characteristics)
 Ex: age, income, profession,
gender, education, marital
status, and size of household
 Sporting goods store in the South
will stock a larger number and
variety of water sports equipment
PSYCHOGRAPHICS AND BEHAVIORALBASED
Psychographics
Behavioral-Based
 Divides markets based on
characteristics that cannot be
physically measured
 Ex: values, interests, and lifestyle
choices
 Focuses on a customer’s attitude
toward products and services
 Product Usage: reflects what
products you use and how often
 Product Benefits: reflects the
benefits derived from products or
services
THE MARKETING CONCEPT
The idea that a business should strive to
satisfy customers’ needs and wants while
generating a profit