sports and entertainment
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- 1. What Is Sports And Entertainment Marketing ? Chapter1
2. 1.1 Marketing Basics Objectives
- You will be able to describe the basic concepts of marketing.
- You will be able to describe the seven key marketing functions.
3. What Is Marketing?
- Marketing is planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
- The American Marketing Association
- Marketing is the creation and management of satisfying exchange relationships.
4. Marketing Mix
- TheMarketing Mixdescribes how a business blends the four marketing elements ofProduct, Distribution, Price,andPromotion .
5. The Marketing Mix
- Product What a business offers a customer to satisfy needs.
- Distribution Involves the location and methods used to make products available to customers.
- Price The amount that customers pay for products.
- Promotion This describes ways to encourage customers to purchase products and increase customer satisfaction.
6. Satisfying Customer Needs
- The most important aspect of marketing is satisfying the customer.Customer needs should be the primary focus during the planning, production, distribution, and promotion of a product or service.
- 1.Identify customer needs
- 2.Develop products that customers consider
- better than other choices
- 3.You must be able to operate a businessprofitably
7. Marketing Functions:The Basis of AllMarketing Activities 8. Product / Service Management
- The designing, developing, maintaining, improving, and acquiring products or services so they meet customer needs.
- **Fisher Price tests new toy ideas with both children and parents to make sure children will play with them and parents will buy them.
- Determining the best way to get a a companys products or services to the customer.
- **Television manufacturers like Sony sell their products through electronic retailers like Circuit City.
- This requires a company to not only budget for their own marketing activities but to provide the customer with assistance in paying for the product.
- *General Motors offers loans to customers through its GMAC Division.
11. Marketing Information Management
- Gathering and using information about customers to improve business decision making.
- **Dominos used marketing research to adapt to a new market in Japan.
- Smaller pizzas to be eaten as snacks
- Non traditional toppings corn / tuna
- The process of establishing and communicating the value or cost of goods and services to customers.
- **Prices to professional sports events and concerts are often very expensive because the demand for them is very high.
- The use of advertising and other forms of communicating information about products, services, images, and ideas to achieve a desired outcome.
- **Coupons on the back of tickets promote products or services and entice fans into trying the products or services shown.
- Direct and personal communication with customers to assess and satisfy their needs.Selling also includes anticipating the customers future needs.
- **Today selling also includes items purchased over the internet with nopersonal communication.
- **Loretta Lynn and her husband traveling to sell radio stations on her single Honky Tonk Girl
- Think Critically
- Think of 3 recent sports or entertainment purchases you have made.Identify how each purchase involved the seven marketing functions.
16. 1.2 Sports Marketing Objectives
- Define sports marketing.
- Understand the importance oftarget markets.
- Identify sports marketingstrategies .
17. What Is Sports Marketing?
- Sports Marketing is using sports to market products or services.
- Spectators of sporting events are the potential consumers of a wide array of products ranging from apparel and athletic equipment to food.
18. Target Market
- Atarget marketis a specific group of people you want reach.
- In order to promote and sell products and services, a company must know the needs and wants of the target market.
19. How To Find A Target Market A Company Must First.
- Identify the customer.
- Learn specific information(Demographics)about the customer such as
- Age ranges in the group
- Marital status
- Educational level
- Attitudes and beliefs
- Income (especially disposable income)
20. Disposable Income
- Income that can be freely spent.
- Income left over after all obligations have been met.
21. Spending Habits of Fans
- It is important to research the spending habits of fans in order to maximize profits on items that are purchased at sporting events.
- The price fans are willing to pay for a ticket depends upon
- Interest of the target market
- The national importance of the event
- The popularity of the participating athletes
- The rivalry associated with the contest
- Fans also pay for team clothing or equipment and food and travel expenses to and from a game.
22. Did You Know
- In 1998 a family of 4 could expect to pay $115.00 on average to attend a major league baseball game.
- This price included tickets, parking, hot dogs and drinks, programs, and souvenir caps.
- The highest cost was for the New York Yankees:$148.56.
- The lowest cost was for the Cincinnati Reds:$89.97.
23. Marketing Strategies Sports Logos on Clothing
- Show fan loyalty
- Increase the value of the clothing in the eyes of the fan
- Some Consumers feel more successful themselves if they can purchase and wear clothing with logos
- Endorsements make money for professional athletes and professional and college teams.
24. Marketing Strategies New Sports Produce New Opportunities
- Offer new opportunities for endorsements and marketing.
- Arena football founded in 1998
- WNBA (Womens National Basketball Association)
25. Gross Impression
- Gross Impression is the number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer.
- Often the message is is a very subtle one.
- Advertisers hope you will remember when it is time to make a purchase.
26. Marketing Strategies Timing
- Popularity is based on continued winning.
- Loosing streaks can cost more than points in a game.
- Timing is extremely important when marketing sporting goods.
- Fans want to identify with winners.
- Trends need to be monitored for time to change.
- Success sparks rivalry
27. Think Critically
- Design a new logo for a major sporting goods manufacturer.Explain what the logo represents and why it will be successful.This logo cannot resemble current logos.
- Watch a college or professional sporting event on television.Select a sports brand represented and keep track of how many gross impressions were made during the telecast.
28. 1.3 Entertainment Marketing Objectives
- Understand why marketing must relate to the specific audience.
- Relate advances in entertainment technology to changes in distribution.
- Recognize the power of television as a marketing tool.
29. Entertainment Marketing
- There are two ways to look at Entertainment Marketing
- Entertainment must be looked at as a product to be marketed.
- Marketing should be looked at in light of the way it uses entertainment to attract attention to other products
30. What Is Entertainment
- Entertainmentis whatever people are willing to spend their money and spare time viewing rather than participating in.This includes
- Sports and the Arts, and can be viewed in person or in broadcast or recorded form.
- Sportsare games of athletic skill.
- Entertainmentcan be movies, the theater, the circus, or