What is Marketing?
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Transcript What is Marketing?
Sports and Entertainment
Marketing
Chapter 1
What is Sports and Entertainment
Marketing?
Chapter 1.1
Marketing Basics
What is Marketing?
Planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual
and organizational objectives
Put Simply
Create a Product
Market the product for as long as it exists
Meet the needs of your customers
A mutually beneficial exchange relationship exists
Customers give money, businesses give a produt
The Marketing Mix
Defines how a business will go about a
marketing plan
Blends the 4 P’s of Marketing
Product
Distribution (Place)
Price
Promotion
Product
What a business offers customers to satisfy
needs
Can be a product such as basketball shoes
Can be a service like video rentals
Market First vs. Product First
Can you think of an example of each?
DVD Burners…Market First
Singing Wide Mouth Bass …product first
Which is a more sound business practice?
Distribution (Place)
Locations and methods used to make
products available to customers.
What are a few of these methods?
Direct…Dell, Gateway,
Internet…Amazon.com
Indirect…Department Stores, Grocery Stores
Catalogue…Eastbay
What are some advantages of each of these?
Price
The amount customers pay in exchange for your
product or service
What happens if…
Price too low?
Price too high?
What are a few things that keep price levels fair?
Anti-trust laws
Competition
Technology..more efficient production methods
Promotion
Ways to encourage customers to purchase
products and increase customer satisfaction
Can include
Advertising
Publicity
Personal Selling
Public Relations
Key Marketing Functions
Page 6 in Text
Product/Service Management
Distribution
Selling
Marketing-Information Management
Financing
Pricing
Promotion
Chapter 1.2
What is Sports Marketing
What is Sports Marketing?
Opening Act (pg. 9) discussion
Spectators of sporting events are potential
consumers of a wide array of products;
examples????
Definition -- finding out customer interests
and planning a good or service that they will
buy, using sports to market the product
The Target Market
What is a target market?
Specific Group of people you want to reach
How do you find a target market --
demographic research
Age, education level, attitudes/beliefs,
income(disposable)
People buy because of past experience,
referral by family/friends, id with an attitude;
what else????
Spending Habits of Fans
Research these habits to maximize profits on items
purchased at sporting events
Price willing to pay for a ticket
depends on interests, national importance of event,
popularity of athletes, rivalry, etc.
What affects price your willing to pay for team
merchandise?
Marketing Strategies
In order to be competitive today, companies
need to stay ahead
Use creative promotion to attract attention
Other strategies
Logos on clothing
Creating New Sports
X Games
Gross Impression
Timing
Marketing Strategies
Gross impression -- number of times per advertisement,
game, or show that a product is associated with an
athlete, team, or entertainer (subtle)
logos on uniforms
brands used on tv, movies, etc.
Motorola Headsets during NFL games
Timing
fans want to id with a winner
streaks
continued winning records
trends must be monitored
marketing needs to be unique
Chapter 1.3
Entertainment Marketing
Entertainment For Sale
We all have a limited amount of free time and
disposable income
Entertainment Marketing is aimed at getting
us to spend both of the above in specific
places
What is Entertainment?
Whatever people are willing to spend their
time and money viewing instead of
participating in
Movies, the Arts, Sporting Events, TV, etc..
Our personalities will control what we feel is
entertaining
Modern Entertainment Marketing
Early 1900’s- Theater, Concerts, Ballet were
the major forms of entertainment
The only forms of marketing were posters,
newspapers, magazines, and word of mouth
1927- First movie with sound in the US…The
Jazz Singer
1928- Mickey Mouse is animated…10 years
later, Snow White is first full length animated
movie
1955- DisneyLand opens in California
Change Accelerated
Technology has contributed to the explosion of
Entertaiment Marketing
Radio, TV, Internet, Billboards, Busses, Taxis,
Corporate Sports Stadiums (United Center)
The Big Eye in Every Room
Television provided access to the homes of consumers
In 1945, only 9 stations and 7,000 working TV sets in
the US
American Association of Advertising formed
1946- NBC and Gillette stage first major sports event
Heavyweight Boxing….considered a Major success
because 150,000 people watched!!
TV’s Influence on Marketing
TV added Real Life..sound and movement to
marketing…
The Rate for TV ads became tied to the
number of viewers a program attracted
By 1996, 223 Million TV sets in the US
Advertisers spent $42.5 Billion on television
ads in 1996
Chapter 1.4
Recreation Marketing
Recreational Sports
Aimed at steering consumers away from home based
entertainment
Golf, Tennis, Hiking, Bowling, etc..
Travel and Tourism also considered recreational
activities
Recreation is defined as: Renewing or Rejuvenating
your mind and body with play or amusing activity
Recreational Activities: those involved with travel,
tourism, and amateur sports not associated with an
educational institution
Not for the Couch Potato
Many Rec. Sports require an investment of
both time and money
Need to purchase equipment, join leagues,
practice, etc…
What recreational activities are popular among
Teens
30’s
60’s
A Better Image
Want to Go Bowling???
Most Popular Rec sport in US
55 mil people bowled during 1997
Most will watch bowing on TV
Huge market for advertisers
The sport lacks excitement and youth
Tiger Woods credited with “saving” golf
Travel and Tourism
The worlds largest industry
Employs 130 Mil people worldwide
Defined as traveling for pleasure, either
independently or Tour-based
Vacations, honeymoons, family reunions (most given
reason for traveling), etc.
Data Mining
Gathering information about customers
When, where, and how people travel
Can gear promotions and advertising around the data
Niche Travel
Traveling or touring for a specific reason
Visiting all the Museums in Europe
Touring National Parks in the US
Visiting all Baseball stadiums in the summer
Spring Break Packages for students
Packages/Tours are put together to meet the
needs of its clients