Transcript 4.6 Understanding Customers

Understanding the Sports &
Entertainment Consumer
Marketing Applications
4.6
Customer vs. Consumer
The customer is the individual who
buys the product or service
For example, Frito Lay may choose to purchase four
club seats at Jacobs Field in Cleveland for their sales
staff to entertain clients at Major League Baseball
games.
Marketing Applications
4.6
Customer vs. Consumer
The consumer is the individual who
uses the product or service
Frito Lay is the customer while their staff
members and their clients are the consumers.
Marketing Applications
4.6
Customer vs. Consumer
The customer can also be the consumer:
If John Smith buys four tickets to take his
family to see the Yankees play the Red Sox,
he is the customer because he bought the
tickets. Because he used the tickets with his
family, he is also the consumer.
Marketing Applications
4.6
The Sports and Entertainment Consumer

Marketers sell sports and
entertainment participation

They target consumers with free
time, discretionary income and a
desire to be entertained
Marketing Applications
4.6
Sports Consumers
Could Also Include:

Manufacturers

Resellers

Sports Governing
Bodies

Institutions

Media Sports
Enterprises
Sports
Consumers:
People who may
play, officiate,
watch, or listen to
sports, or read, use,
purchase, and/or
collect items related
to sports
Marketing Applications
4.6
Sports Consumers
Sports consumer participation
in exchange process
Spectators as Consumers
 Benefit by watching the event or game
 Exchange for tickets and entertainment
Marketing Applications
4.6
Sports Consumers
Sports consumer participation
in exchange process
Participants as Consumers
 Benefit by playing, competing or
participating in the event
 Exchange for equipment and/or
participation