Chapter 01

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  • SPORTS AND ENTERTAINMENT MARKETING 06/08/09 CHAPTER 1
  • Chapter 01

    1. 1. CHAPTER 1 What Is Sports and Entertainment Marketing? 1.1 Marketing Basics 1.2 Sports Marketing 1.3 Entertainment Marketing 1.4 Recreation Marketing CHAPTER 1 SLIDE
    2. 2. LESSON 1.1 Marketing Basics <ul><li>GOALS </li></ul><ul><li>Describe the basic concepts of marketing. </li></ul><ul><li>Define the seven key marketing functions. </li></ul>CHAPTER 1 SLIDE
    3. 3. Marketing Concepts <ul><li>What is marketing? </li></ul><ul><li>Marketing mix </li></ul><ul><li>Satisfying customer needs </li></ul>CHAPTER 1 SLIDE
    4. 4. What Is Marketing? <ul><li>Marketing —the creation and maintenance of satisfying exchange relationships </li></ul>CHAPTER 1 SLIDE
    5. 5. Marketing Mix <ul><li>Marketing mix —describes how a business blends the four marketing elements </li></ul><ul><ul><li>Product—what a business offers customers to satisfy needs </li></ul></ul><ul><ul><li>Distribution—the locations and methods used to make products available to customers </li></ul></ul><ul><ul><li>Price—the amount that customers pay for products </li></ul></ul><ul><ul><li>Promotion—ways to encourage customers to purchase products and increase customer satisfaction </li></ul></ul>CHAPTER 1 SLIDE
    6. 6. Satisfying Customer Needs <ul><li>Primary focus </li></ul><ul><li>Identify customer needs </li></ul><ul><li>Develop products </li></ul><ul><li>Operate a business profitably </li></ul>CHAPTER 1 SLIDE
    7. 7. Key Marketing Functions <ul><li>Product/service management </li></ul><ul><li>Distribution </li></ul><ul><li>Selling </li></ul><ul><li>Marketing-information management </li></ul><ul><li>Financing </li></ul><ul><li>Pricing </li></ul><ul><li>Promotion </li></ul>CHAPTER 1 SLIDE
    8. 8. LESSON 1.2 Sports Marketing <ul><li>GOALS </li></ul><ul><li>Define sports marketing, and understand the importance of target markets. </li></ul><ul><li>Identify sports marketing strategies. </li></ul>CHAPTER 1 SLIDE
    9. 9. What Is Sports Marketing? <ul><li>Sports marketing —using sports to market products </li></ul>CHAPTER 1 SLIDE
    10. 10. Determine the Target Market <ul><li>Target market —a specific group of people you want to reach </li></ul>CHAPTER 1 SLIDE
    11. 11. How to Find a Target Market <ul><li>Disposable income —income that can be spent freely </li></ul><ul><li>Demographics —specific customer information </li></ul>CHAPTER 1 SLIDE
    12. 12. Spending Habits of Fans <ul><li>Tickets </li></ul><ul><li>Clothing or equipment </li></ul><ul><li>Food </li></ul><ul><li>Travel </li></ul>CHAPTER 1 SLIDE
    13. 13. Marketing Strategies <ul><li>Sports logos on clothing </li></ul><ul><li>New sports, new opportunities </li></ul><ul><li>Gross impression </li></ul><ul><li>Timing </li></ul>CHAPTER 1 SLIDE
    14. 14. Sports Logos on Clothing <ul><li>Fan loyalty </li></ul><ul><li>Increased value </li></ul><ul><li>Feeling of success </li></ul>CHAPTER 1 SLIDE
    15. 15. New Sports, New Opportunities <ul><li>Arena football </li></ul><ul><li>Television broadcasts </li></ul><ul><li>Sponsorships </li></ul>CHAPTER 1 SLIDE
    16. 16. Gross Impression <ul><li>Gross impression —the number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer </li></ul>CHAPTER 1 SLIDE
    17. 17. LESSON 1.3 Entertainment Marketing <ul><li>GOALS </li></ul><ul><li>Understand why marketing must relate to the specific audience. </li></ul><ul><li>Relate advances in entertainment technology to changes in distribution. </li></ul><ul><li>Recognize the power of television and the Internet as marketing tools. </li></ul><ul><li>Understand feedback from the customer. </li></ul>CHAPTER 1 SLIDE
    18. 18. Entertainment for Sale <ul><li>What exactly is entertainment? </li></ul><ul><li>Entertainment —whatever people are willing to spend their money and spare time viewing rather than participating in </li></ul><ul><li>Entertainment can include sports or the arts. </li></ul><ul><li>Sports —games of athletic skill </li></ul>CHAPTER 1 SLIDE
    19. 19. Sports or Entertainment? <ul><li>Is a distinction required for successful marketing? </li></ul><ul><li>Marketing-information management </li></ul><ul><li>Specific product promotions </li></ul><ul><li>Knowing customer needs </li></ul>CHAPTER 1 SLIDE
    20. 20. Modern Entertainment Marketing <ul><li>The beginning of change </li></ul><ul><li>Change accelerated </li></ul>CHAPTER 1 SLIDE
    21. 21. The Beginning of Change <ul><li>Louis Le Prince—first moving pictures (1888) </li></ul><ul><li>Lumiere brothers—first to present a projected movie to a paying audience (1895) </li></ul><ul><li>The Jazz Singer—first movie with sound (1927) </li></ul><ul><li>Mickey Mouse—animation arrived (1928) </li></ul><ul><li>Disneyland—theme park a new approach to the marketing mix of entertainment (1955) </li></ul>CHAPTER 1 SLIDE
    22. 22. Change Accelerated <ul><li>Improvement of technology </li></ul><ul><li>Ease of distribution to the masses </li></ul><ul><li>Evolution of entertainment media </li></ul><ul><li>The Internet </li></ul>CHAPTER 1 SLIDE
    23. 23. The Big Eye in Every Room <ul><li>The early days of television and marketing </li></ul><ul><li>Television’s increasing influence </li></ul><ul><li>Entertaining the customer </li></ul>CHAPTER 1 SLIDE
    24. 24. The Early Days of Television and Marketing <ul><li>The first demonstration of TV in 1945 </li></ul><ul><li>The American Association of Advertising Agencies encouraged start of television advertising </li></ul><ul><li>NBC and the Gillette Company staged the first television sports spectacular in 1946 </li></ul>CHAPTER 1 SLIDE
    25. 25. Television’s Increasing Influence <ul><li>Major national corporations began to advertise </li></ul><ul><li>Ad pricing tied to ratings or number of viewers </li></ul><ul><li>Appeal to a mass audience </li></ul>CHAPTER 1 SLIDE
    26. 26. Entertaining the Customer <ul><li>Instant feedback from the customer </li></ul><ul><li>Marketing mix of reality shows is unique </li></ul><ul><li>Marketing mix fine-tuned based on customer input </li></ul>CHAPTER 1 SLIDE
    27. 27. LESSON 1.4 Recreation Marketing <ul><li>GOALS </li></ul><ul><li>Apply the marketing mix to recreation marketing. </li></ul><ul><li>Describe marketing for the travel and tourism consumer. </li></ul>CHAPTER 1 SLIDE
    28. 28. Recreational Sports <ul><li>Recreation —renewing or rejuvenating our body or mind with play or amusing activity </li></ul><ul><li>Recreational activities —travel, tourism, and amateur sports that are not associated with education institutions </li></ul>CHAPTER 1 SLIDE
    29. 29. Not for the Couch Potato <ul><li>Time and money </li></ul><ul><li>Lessons </li></ul><ul><li>Practice </li></ul><ul><li>Equipment </li></ul><ul><li>Travel </li></ul>CHAPTER 1 SLIDE
    30. 30. A Better Image <ul><li>Ladies Professional Golf Association (LPGA) </li></ul><ul><li>Promotion of a strong image to draw sponsors and a broader audience </li></ul>CHAPTER 1 SLIDE
    31. 31. Travel and Tourism <ul><li>Tourism —traveling for pleasure </li></ul><ul><li>Data mining </li></ul><ul><li>Relax and smell the roses </li></ul><ul><ul><li>Niche travel —recreational travel or tours planned around a special interest </li></ul></ul><ul><ul><li>Complete travel packages/tours </li></ul></ul>CHAPTER 1 SLIDE

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