Transcript Marketing Components

Sports Marketing
Marketing Components
Make a list
• Name as many specific brands
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Gym Shoes
Soda
Fast Food Restaurants
Cars
Candy
Continue
• What type of people do they think of
when they think about each of the
brands that you wrote down?
• Can you think of an advertisement for
that product?
• Where could you buy the product?
COMMERCIALS
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What are you favorite commercials?
Write them down
Are there any celebrities in them?
Why do companies spend a large sum of
money to have famous people endorse
them?
Marketing Basics
• Marketing-the creation and maintenance of
satisfying exchange relationships
• Creation-product development
• Maintenance-continues even after the
consumer buys the product
• Satisfaction-meets the needs of both parties
• Exchange Relationships-both parties get
something of value
Marketing Mix
• Four P’s
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Product
Placement (Distribution)
Price
Promotion
4 P’s Continued
• If you don’t have a product a customer wants the rest of
the 4 P’s don’t matter
Product
• Is what the business offers customers
to satisfy needs.
• Athletic shoes, games, video rentals
Placement (Distribution)
• Involves how we make the product
available to the consumer
Price
• The amount the customer is willing to
pay for a product
Promotion
• Involves the ways to encourage
customers to purchase products and
increase customer satisfaction
• Advertising, publicity, personal selling,
and public relations
Favorite Stores
• How does it satisfy your needs?
Activity
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Backpack
Baseball Hat
Coffee Mug
Seat Cushion
Sweatshirt
T-Shirt
Watch
Jersey
Program
Framed Picture
Key Marketing Functions
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Product/Service Management
Distribution
Selling
Marketing-Information Management
Financing
Pricing
Promotion
Product/Service Management
• Designing, developing, maintaining,
improving, and acquiring products or
services so they meet customer
needs.
Distribution
• Determining the best way to get the
product to the consumer
• Personal selling
• In store
• On line
• Mail order
Selling
• Direct and personal communication
with customer
• Satisfy current needs and anticipate
future needs
Marketing-Information
Management
• Gathering info about customers
• Surveys
• On-line forms
• Warranty registrations
• Those annoying people in the mall
Financing
• The budget to sell the item
• The ways to assist customers in
purchasing your product
• 0% financing
Pricing
• Communicating the value or cost of
goods
• High price and quality
• Low price and high volume
• High price with low volume
Promotion
• Using advertising and other forms of
communication to inform about
products
• Commercials
• “Cubs Floppy Hat Day”
• “McDonald’s Happy Meal Toys”
List
• List an Example of each the seven
functions
Key Marketing Functions
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Product/Service Management
Distribution
Selling
Marketing-Information Management
Financing
Pricing
Promotion
• Specific group of people you want to reach
• What do you think the typical College Football target
market is?
• Demographics – needs to be determined before the
company tries and sells a product
• age, marital status, gender, educational level, attitudes and
beliefs, and income.
TARGET MARKET
• MM-using a single marketing strategy or plan to reach all
consumers
• Started to change in the 50’s and early 60’s
• Chewing Gum
• TM-focusing all marketing decisions on the specific group
of people you want to reach
• Segment the market into smaller groups
• Use the 4 P’s to focus on those groups
Mass Market vs. Target
Market
• Dividing the total market into smaller groups of people
who share specific needs and characteristics
• When marketing sports and entertainment the most
important characteristic of a segment is disposable
income
Segmentation
• Sports Logos? Why?
• New Sports?
• Gross Impression
• Marketing throughout the event, movie, TV shows
• Timing
Marketing Strategies