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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.

9. Distribution

  • 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.

10. Financing

  • 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

12. Pricing

  • 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.

13. Promotion

  • 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.

14. Selling

  • 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
        • Gender
        • 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


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