The document discusses sports marketing and how it is used by companies to reach consumers. It defines sports marketing as activities designed to satisfy sports consumers using sports or athletes to connect with targeted groups. Sports marketing includes market segmentation, product development, pricing, placement, and promotion strategies. It is a multibillion dollar industry that is essential for funding sports.
College amateur and prof sports studentwademurray7
This document discusses various levels of sports, from amateur to professional. It begins by covering amateur sports, which are loosely organized and do not have defined rules. It then discusses college sports, distinguishing between intramural, club, and school-sponsored athletic programs. The document outlines the governing bodies that oversee college sports. Finally, it examines professional sports, how franchises are organized into leagues and divisions, and key aspects of managing professional sports organizations and teams.
The document provides an overview of the sports industry and sports marketing. It discusses key topics such as:
1) The large size and continued growth of the sports industry in areas like revenues, attendance, media coverage and employment.
2) Opportunities in the sports industry through academic programs and various career paths in sports administration, marketing and other areas.
3) The concept of sports marketing and how marketing principles can be applied to sports products, events and organizations.
4) A contingency framework for strategic sports marketing that considers internal and external factors in developing marketing strategies.
The sport business industry is one of the largest industries in the world, contributing nearly $730 billion to the US economy annually. It encompasses many sectors including sporting events and competitions, equipment and apparel, facilities, marketing, and management services. There are also many career opportunities at the intersection of sports and other fields like media, finance, technology, and law. The academic study of sport management is relatively new but growing alongside the rapid expansion of the industry due to factors such as increased sports participation, events, facilities, media coverage, and technology.
This document discusses several key differences between sports marketing and traditional goods/services marketing. It begins by exploring the differences between fans and customers, noting that fans strongly identify with teams and players in a way that customers do not identify with brands. It then examines how this identification leads fans to promote teams through merchandise, attending games, and online activities. The document also analyzes how media and advertising costs are structured differently for sports versus traditional businesses. It provides the example of facilities often being publicly funded for sports teams but not for most private companies. Overall, the document analyzes the psychology of fandom and how it allows sports marketing to be highly effective.
Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports.
The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.
This document discusses sport consumer behavior and involvement. It defines the different types of sport consumers as fans, athletes/coaches, and sport firms. It then explains the three types of involvement as affective (feelings toward a sport), behavioral (hands-on participation), and cognitive (knowledge acquisition). The document outlines many factors that influence consumer involvement, such as significant others, culture, class, gender, environment, and individual characteristics and motivations. It also describes the consumer decision making process regarding sport involvement.
[ReadyPulse Webinar] FINIS Playbook: Leveraging Athletes as Brand AmbassadorsCMG
Are you among one of the North American brands that invested in an athlete sponsorship this year? You're not alone, sponsorship investments by brands totaled $20.6 Billion this year.
Now ask yourself this, are you harnessing the power of social influence from your athletes to drive more engagement, conversions, and revenue for your brand? Josh Early, FINIS Marketing Manager joins Lauren Gould, ReadyPulse Marketing Manager to dive deeper into how to leverage your sponsored athletes as brand ambassadors.
Topics Covered During Webinar:
- How to manage your sponsored athletes
- How to break down communication barriers
- How to activate athletes in marketing campaigns
- How to leverage athlete social content
[ReadyPulse Webinar] FINIS Playbook: Leveraging Athletes as Brand Ambassadorsreadypulsemarketing
Are you among one of the North American brands that invested in an athlete sponsorship this year? You're not alone, sponsorship investments by brands totaled $20.6 Billion this year.
Now ask yourself this, are you harnessing the power of social influence from your athletes to drive more engagement, conversions, and revenue for your brand? Josh Early, FINIS Marketing Manager joins Lauren Gould, ReadyPulse Marketing Manager to dive deeper into how to leverage your sponsored athletes as brand ambassadors.
Topics Covered During Webinar:
- How to manage your sponsored athletes
- How to break down communication barriers
- How to activate athletes in marketing campaigns
- How to leverage athlete social content
College amateur and prof sports studentwademurray7
This document discusses various levels of sports, from amateur to professional. It begins by covering amateur sports, which are loosely organized and do not have defined rules. It then discusses college sports, distinguishing between intramural, club, and school-sponsored athletic programs. The document outlines the governing bodies that oversee college sports. Finally, it examines professional sports, how franchises are organized into leagues and divisions, and key aspects of managing professional sports organizations and teams.
The document provides an overview of the sports industry and sports marketing. It discusses key topics such as:
1) The large size and continued growth of the sports industry in areas like revenues, attendance, media coverage and employment.
2) Opportunities in the sports industry through academic programs and various career paths in sports administration, marketing and other areas.
3) The concept of sports marketing and how marketing principles can be applied to sports products, events and organizations.
4) A contingency framework for strategic sports marketing that considers internal and external factors in developing marketing strategies.
The sport business industry is one of the largest industries in the world, contributing nearly $730 billion to the US economy annually. It encompasses many sectors including sporting events and competitions, equipment and apparel, facilities, marketing, and management services. There are also many career opportunities at the intersection of sports and other fields like media, finance, technology, and law. The academic study of sport management is relatively new but growing alongside the rapid expansion of the industry due to factors such as increased sports participation, events, facilities, media coverage, and technology.
This document discusses several key differences between sports marketing and traditional goods/services marketing. It begins by exploring the differences between fans and customers, noting that fans strongly identify with teams and players in a way that customers do not identify with brands. It then examines how this identification leads fans to promote teams through merchandise, attending games, and online activities. The document also analyzes how media and advertising costs are structured differently for sports versus traditional businesses. It provides the example of facilities often being publicly funded for sports teams but not for most private companies. Overall, the document analyzes the psychology of fandom and how it allows sports marketing to be highly effective.
Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports.
The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.
This document discusses sport consumer behavior and involvement. It defines the different types of sport consumers as fans, athletes/coaches, and sport firms. It then explains the three types of involvement as affective (feelings toward a sport), behavioral (hands-on participation), and cognitive (knowledge acquisition). The document outlines many factors that influence consumer involvement, such as significant others, culture, class, gender, environment, and individual characteristics and motivations. It also describes the consumer decision making process regarding sport involvement.
[ReadyPulse Webinar] FINIS Playbook: Leveraging Athletes as Brand AmbassadorsCMG
Are you among one of the North American brands that invested in an athlete sponsorship this year? You're not alone, sponsorship investments by brands totaled $20.6 Billion this year.
Now ask yourself this, are you harnessing the power of social influence from your athletes to drive more engagement, conversions, and revenue for your brand? Josh Early, FINIS Marketing Manager joins Lauren Gould, ReadyPulse Marketing Manager to dive deeper into how to leverage your sponsored athletes as brand ambassadors.
Topics Covered During Webinar:
- How to manage your sponsored athletes
- How to break down communication barriers
- How to activate athletes in marketing campaigns
- How to leverage athlete social content
[ReadyPulse Webinar] FINIS Playbook: Leveraging Athletes as Brand Ambassadorsreadypulsemarketing
Are you among one of the North American brands that invested in an athlete sponsorship this year? You're not alone, sponsorship investments by brands totaled $20.6 Billion this year.
Now ask yourself this, are you harnessing the power of social influence from your athletes to drive more engagement, conversions, and revenue for your brand? Josh Early, FINIS Marketing Manager joins Lauren Gould, ReadyPulse Marketing Manager to dive deeper into how to leverage your sponsored athletes as brand ambassadors.
Topics Covered During Webinar:
- How to manage your sponsored athletes
- How to break down communication barriers
- How to activate athletes in marketing campaigns
- How to leverage athlete social content
This document provides an overview of sports marketing in Charlotte and beyond. It discusses what constitutes a sport and defines sports marketing as applying marketing principles and processes to sports products and marketing non-sports products associated with sports. It also outlines the structure of the sports industry, including the various participants, products, and organizations involved. Finally, it provides details on the major sports teams and events in the Charlotte metro area and their economic impact.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. Sports marketing involves marketing products through sponsoring sporting events or teams to create brand awareness. Traditional marketing uses methods like advertisements, flyers, and billboards, while sports marketing partners with sporting organizations and events using sponsors like Puma, Coca-Cola, and Nike. Sports entertainment products include video games, theme parks, publications, television, and radio. Sports companies like Nike market a variety of products including footwear, apparel, and equipment for different sports. Effective sports marketing strategies include understanding the target audience, developing a unique brand message, creating engaging content, identifying distribution channels, and forming
This is a power point for a class project we have to do for Media Literacy. Our goal with this project is to raise awareness of how manipulative sports advertisements are. We want to get the word out!
MLS, FSU Athletics, and Powerade were chosen as organizations to analyze because the students are Nole fans interested in Seminole athletics. MLS is growing in Florida with new teams. The organizations' missions center around excellence in their fields - FSU Athletics aims for comprehensive excellence in NCAA programs, MLS seeks to make soccer a premier US sport, and Powerade's mission is to refresh the world and inspire moments of optimism. Their visions include becoming a top global soccer league (MLS), fostering success and integrity for FSU Athletics stakeholders, and Powerade aims to bring quality beverage brands to the world. The goal for FSU Athletics is comprehensive excellence, MLS seeks to become a top league in 11 years
Ohio University introduced the first Sports Administration program in 1966. Sport management programs typically include three core components: sport marketing, facility management, and sport information. The sport industry is large and growing, valued at $194.64 billion in 2002, with revenue generated from sources like sponsorship, media broadcast rights, merchandise, and spectator spending. Some popular career paths in sport include working in collegiate sports, professional sports, facilities management, and sport marketing.
The document discusses sport management and provides examples from various sports. It begins by defining sport management as the application of management processes to sport environments. It notes that sport managers need both management skills and an understanding of sport systems and the value of sport in society. It then provides examples of sport management from early cricket clubs in England to the use of analytics and sabermetrics by Billy Beane to build a competitive baseball team with the Oakland A's.
This document discusses the participation of Muslim women in sports while wearing hijab. It provides historical examples from the time of Prophet Muhammad showing that Islam does not restrict women from physical activity or sports. While some argue hijab is oppressive, the document explains that hijab allows many Muslim female athletes to feel comfortable competing in accordance with their faith and modesty values. It discusses the debate around hijab in sports and how some governing bodies have restricted it for purported safety concerns, though hijab wearers argue the attire makes them feel more at ease competing. The document also provides information on sports hijab manufacturers.
Society and sport and its contradictions: The paradoxes of current sportCiclos Formativos
The document discusses several contradictions and paradoxes in modern sport. It addresses how politics uses sport for propaganda, and how sport has become a major business and economic activity. It also examines issues like violence, doping, gambling, media influence, and tensions between mass/popular sport versus professional sport. The role of parents, schools, gender, and other social factors are evaluated. While sport provides benefits, it also faces challenges from commercialization, medicalization, and other societal pressures that need ongoing critical analysis.
The document discusses marketing in the sports and entertainment industries. It defines key terms like marketing mix, demographics, and industry. It explains how marketers use the marketing mix, consider customer demographics and timing when developing campaigns. Marketers also evaluate industry standards, trends and norms to help shape their strategies. The goal is to understand customer needs and maximize profits by promoting products and events in the right way to the right audience.
The document discusses the key concepts in sports marketing including defining sports marketing, comparing it to traditional marketing, outlining the benefits and sectors of sports marketing. It also summarizes the marketing of sports teams and events, marketing products through sports, sports sponsorship, and the major elements of sports marketing such as product, service, pricing, promotion, and distribution strategies. The rights holders, broadcasters, facilities/venues, promoters, buyers/sponsors, agents/athletes, and event management/operations involved in sports marketing are also defined.
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
This document provides an introduction to key marketing concepts including the 4Ps of marketing (Product, Price, Place, Promotion), the marketing mix, and the importance of understanding customer needs. It explains that marketing involves researching customer needs, designing products to meet those needs, setting prices, promoting products, and making products available where customers can access them. The goal of marketing is to satisfy customer needs and wants in a profitable way for the business.
The Marketing Mix 4P's of Marketing in BusinessFherPustaFerrer
This document provides an introduction to marketing concepts. It discusses what marketing involves, including researching customer needs, designing products, setting prices, promotion, and distribution. The marketing mix of product, price, place, and promotion is explained. Different marketing philosophies like production, sales, and market-oriented approaches are compared. The importance of understanding customer wants and needs to achieve organizational goals is emphasized.
The document discusses various promotional strategies and considerations for sports and entertainment promotion, including:
1) Setting specific and measurable goals for promotional campaigns and understanding the target market.
2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, advertising effectiveness, schedules, and primetime slots influence promotional success.
The document discusses various promotional strategies and considerations for sports and entertainment promotion, including:
1) Setting specific and measurable goals for promotional campaigns and understanding the target market.
2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, effectiveness measurement, scheduling, and primetime placement can influence sales.
This presentation discusses key concepts in marketing management including needs, wants, demands, markets, and different marketing concepts. It also summarizes sales force management topics such as recruiting, selecting, training, supervising, and evaluating salespeople. The marketing concepts covered include the production, product, sales, marketing, and societal marketing concepts. The goals of sales force management are analyzed, planned, implemented, and controlled to direct the flow of goods from producers to consumers.
Marketing management and sales force managementKrishna Kanth
This presentation discusses key concepts in marketing management including needs, wants, demands, markets, and the evolution of marketing concepts from production to societal marketing. It also summarizes sales force management topics like recruiting, selecting, training, supervising, and evaluating salespeople. The presentation provides an overview of fundamental marketing and sales force management principles.
The document discusses various promotional strategies and considerations for sports and entertainment promotion, including:
1) Setting specific and measurable goals for promotional campaigns and understanding the target market.
2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, effectiveness measurement, scheduling, and primetime placement can influence sales.
This document provides an overview of sport marketing concepts. It discusses that sport marketing is the process of designing activities to satisfy consumer needs and achieve company objectives. A key part is the marketing mix of product, price, place and promotion. The document outlines steps in developing a sport marketing plan, including defining objectives, analyzing the product and target markets, positioning the product, developing pricing and promotional strategies, and evaluating the plan. It also discusses frameworks for segmenting markets and evaluating sponsorship programs.
Event planning involves preparing, executing, and following up on events; it is related to event marketing which promotes events through sponsorships, promotions, and giveaways. The execution stage is the most important part of event planning because the best preparation is wasted if an event is not carried out successfully. Event planners must consider factors like concessions, seating, ticketing, staffing, and marketing when organizing events.
Marketing research involves collecting and analyzing data to solve marketing problems. It includes identifying problems, designing research, collecting and analyzing data, and reporting findings. Primary research collects new data through surveys and focus groups, while secondary research uses existing data from sources like reports and websites. Marketing research benefits companies by reducing risk, identifying opportunities, and tracking progress, but can be time-consuming and expensive. Developing an effective sales promotion strategy involves using techniques like coupons, rebates, and loyalty programs to incentivize customers and increase sales.
This document provides an overview of sports marketing in Charlotte and beyond. It discusses what constitutes a sport and defines sports marketing as applying marketing principles and processes to sports products and marketing non-sports products associated with sports. It also outlines the structure of the sports industry, including the various participants, products, and organizations involved. Finally, it provides details on the major sports teams and events in the Charlotte metro area and their economic impact.
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. Sports marketing involves marketing products through sponsoring sporting events or teams to create brand awareness. Traditional marketing uses methods like advertisements, flyers, and billboards, while sports marketing partners with sporting organizations and events using sponsors like Puma, Coca-Cola, and Nike. Sports entertainment products include video games, theme parks, publications, television, and radio. Sports companies like Nike market a variety of products including footwear, apparel, and equipment for different sports. Effective sports marketing strategies include understanding the target audience, developing a unique brand message, creating engaging content, identifying distribution channels, and forming
This is a power point for a class project we have to do for Media Literacy. Our goal with this project is to raise awareness of how manipulative sports advertisements are. We want to get the word out!
MLS, FSU Athletics, and Powerade were chosen as organizations to analyze because the students are Nole fans interested in Seminole athletics. MLS is growing in Florida with new teams. The organizations' missions center around excellence in their fields - FSU Athletics aims for comprehensive excellence in NCAA programs, MLS seeks to make soccer a premier US sport, and Powerade's mission is to refresh the world and inspire moments of optimism. Their visions include becoming a top global soccer league (MLS), fostering success and integrity for FSU Athletics stakeholders, and Powerade aims to bring quality beverage brands to the world. The goal for FSU Athletics is comprehensive excellence, MLS seeks to become a top league in 11 years
Ohio University introduced the first Sports Administration program in 1966. Sport management programs typically include three core components: sport marketing, facility management, and sport information. The sport industry is large and growing, valued at $194.64 billion in 2002, with revenue generated from sources like sponsorship, media broadcast rights, merchandise, and spectator spending. Some popular career paths in sport include working in collegiate sports, professional sports, facilities management, and sport marketing.
The document discusses sport management and provides examples from various sports. It begins by defining sport management as the application of management processes to sport environments. It notes that sport managers need both management skills and an understanding of sport systems and the value of sport in society. It then provides examples of sport management from early cricket clubs in England to the use of analytics and sabermetrics by Billy Beane to build a competitive baseball team with the Oakland A's.
This document discusses the participation of Muslim women in sports while wearing hijab. It provides historical examples from the time of Prophet Muhammad showing that Islam does not restrict women from physical activity or sports. While some argue hijab is oppressive, the document explains that hijab allows many Muslim female athletes to feel comfortable competing in accordance with their faith and modesty values. It discusses the debate around hijab in sports and how some governing bodies have restricted it for purported safety concerns, though hijab wearers argue the attire makes them feel more at ease competing. The document also provides information on sports hijab manufacturers.
Society and sport and its contradictions: The paradoxes of current sportCiclos Formativos
The document discusses several contradictions and paradoxes in modern sport. It addresses how politics uses sport for propaganda, and how sport has become a major business and economic activity. It also examines issues like violence, doping, gambling, media influence, and tensions between mass/popular sport versus professional sport. The role of parents, schools, gender, and other social factors are evaluated. While sport provides benefits, it also faces challenges from commercialization, medicalization, and other societal pressures that need ongoing critical analysis.
The document discusses marketing in the sports and entertainment industries. It defines key terms like marketing mix, demographics, and industry. It explains how marketers use the marketing mix, consider customer demographics and timing when developing campaigns. Marketers also evaluate industry standards, trends and norms to help shape their strategies. The goal is to understand customer needs and maximize profits by promoting products and events in the right way to the right audience.
The document discusses the key concepts in sports marketing including defining sports marketing, comparing it to traditional marketing, outlining the benefits and sectors of sports marketing. It also summarizes the marketing of sports teams and events, marketing products through sports, sports sponsorship, and the major elements of sports marketing such as product, service, pricing, promotion, and distribution strategies. The rights holders, broadcasters, facilities/venues, promoters, buyers/sponsors, agents/athletes, and event management/operations involved in sports marketing are also defined.
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
This document provides an introduction to key marketing concepts including the 4Ps of marketing (Product, Price, Place, Promotion), the marketing mix, and the importance of understanding customer needs. It explains that marketing involves researching customer needs, designing products to meet those needs, setting prices, promoting products, and making products available where customers can access them. The goal of marketing is to satisfy customer needs and wants in a profitable way for the business.
The Marketing Mix 4P's of Marketing in BusinessFherPustaFerrer
This document provides an introduction to marketing concepts. It discusses what marketing involves, including researching customer needs, designing products, setting prices, promotion, and distribution. The marketing mix of product, price, place, and promotion is explained. Different marketing philosophies like production, sales, and market-oriented approaches are compared. The importance of understanding customer wants and needs to achieve organizational goals is emphasized.
The document discusses various promotional strategies and considerations for sports and entertainment promotion, including:
1) Setting specific and measurable goals for promotional campaigns and understanding the target market.
2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, advertising effectiveness, schedules, and primetime slots influence promotional success.
The document discusses various promotional strategies and considerations for sports and entertainment promotion, including:
1) Setting specific and measurable goals for promotional campaigns and understanding the target market.
2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, effectiveness measurement, scheduling, and primetime placement can influence sales.
This presentation discusses key concepts in marketing management including needs, wants, demands, markets, and different marketing concepts. It also summarizes sales force management topics such as recruiting, selecting, training, supervising, and evaluating salespeople. The marketing concepts covered include the production, product, sales, marketing, and societal marketing concepts. The goals of sales force management are analyzed, planned, implemented, and controlled to direct the flow of goods from producers to consumers.
Marketing management and sales force managementKrishna Kanth
This presentation discusses key concepts in marketing management including needs, wants, demands, markets, and the evolution of marketing concepts from production to societal marketing. It also summarizes sales force management topics like recruiting, selecting, training, supervising, and evaluating salespeople. The presentation provides an overview of fundamental marketing and sales force management principles.
The document discusses various promotional strategies and considerations for sports and entertainment promotion, including:
1) Setting specific and measurable goals for promotional campaigns and understanding the target market.
2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, effectiveness measurement, scheduling, and primetime placement can influence sales.
This document provides an overview of sport marketing concepts. It discusses that sport marketing is the process of designing activities to satisfy consumer needs and achieve company objectives. A key part is the marketing mix of product, price, place and promotion. The document outlines steps in developing a sport marketing plan, including defining objectives, analyzing the product and target markets, positioning the product, developing pricing and promotional strategies, and evaluating the plan. It also discusses frameworks for segmenting markets and evaluating sponsorship programs.
Event planning involves preparing, executing, and following up on events; it is related to event marketing which promotes events through sponsorships, promotions, and giveaways. The execution stage is the most important part of event planning because the best preparation is wasted if an event is not carried out successfully. Event planners must consider factors like concessions, seating, ticketing, staffing, and marketing when organizing events.
Marketing research involves collecting and analyzing data to solve marketing problems. It includes identifying problems, designing research, collecting and analyzing data, and reporting findings. Primary research collects new data through surveys and focus groups, while secondary research uses existing data from sources like reports and websites. Marketing research benefits companies by reducing risk, identifying opportunities, and tracking progress, but can be time-consuming and expensive. Developing an effective sales promotion strategy involves using techniques like coupons, rebates, and loyalty programs to incentivize customers and increase sales.
This document defines marketing and explains key marketing concepts. Marketing is defined as a set of processes for creating and delivering value to customers to improve customer relationships. The marketing concept focuses on satisfying customer needs while meeting organizational profit goals. An effective marketing strategy selects a target market and develops a marketing mix involving the four Ps - product, price, place, and promotion. The target market is segmented based on demographics, geographics, behaviors, and psychographics to effectively reach customers.
4 orientation to sports marketing mohamed abdelnaby Mohamed Abdelnaby
The document provides an overview of marketing in sports and entertainment. It defines marketing and discusses how companies use sports and entertainment to promote their products. It also describes how sports and entertainment properties themselves are marketed. Various examples of sports merchandising and entertainment marketing are given. The marketing mix of product, price, place, and promotion is explained in the context of how a tennis racquet company might apply it. Finally, the document discusses different bases for market segmentation including demographic, product usage, psychographic, benefits, and geographic factors.
Tyme leverages over 16 years of experience in sales, marketing, and consulting within action and mainstream sports. They specialize in growing brand awareness, increasing engagement, driving conversions, and utilizing relationships within the sports industry ecosystem.
1. The document outlines the objectives and modules of a Marketing Management course taught by Mr. Jeevan Lawrence. The course aims to give students an understanding of fundamental marketing concepts and analyze factors influencing buying behavior.
2. Module 1 provides an introduction to key marketing topics like the exchange process, marketing environments, and differences between needs, wants and demand. It also defines important terms like customer, consumer, and market.
3. The document discusses different marketing orientations like production, product, selling, and societal orientations and how the focus of marketing has evolved from a production to a customer-centric approach.
This document discusses factors that influence international business environments such as geography, culture, economic development, and politics. It describes various trade barriers like quotas and tariffs that countries impose. Methods for encouraging trade include free-trade zones, agreements, and common markets. The roles of multinational corporations and their global or multinational strategies are outlined. Modes of entering foreign markets like licensing, franchising, and joint ventures are defined. Finally, major international trade organizations such as the WTO, IMF, and World Bank are introduced along with their purposes.
This document discusses various transportation options and issues related to owning a private vehicle. It covers public transportation options as well as different types of private vehicles. When buying a car, it's important to consider the purchase price, taxes, fees, financing costs, insurance, gas, maintenance, and potential repair expenses. Proper vehicle maintenance is also discussed as key to protecting your investment and avoiding costly repairs.
Digital badges are an online assessment and credentialing mechanism that can validate skills gained both inside and outside the classroom. Badges make learning visible and can be customized for anything from classwork to clubs to standardized tests. Multiple websites make it easy for teachers to create badges and for students to display badges they earn in an online "backpack." While still not widely used in K-12, some companies and organizations are starting to recognize badges as legitimate credentials. Supporters hope badges will eventually transform education and the job market by providing alternative credentials to traditional certificates and degrees.
This document discusses various topics related to personal finance and credit. It provides information on the advantages and disadvantages of using credit, tips for preventing identity theft, different types of credit (such as credit cards and loans), and sources for obtaining loans. Some key points covered include improved standard of living and convenience as advantages of credit, interest charges and fees as disadvantages, and payday loans as the most expensive type of loan source.
This document provides guidance on landscape irrigation design and management. It discusses factors to consider like water supply limitations, site plans, matching sprinklers to the landscape, sprinkler spacing, zoning, pipe sizing, and programming controllers. It provides recommendations on proper equipment for different areas like rotating sprinklers, sprayers, bubblers, and drip systems. It also covers measuring water flow and pressure, achieving uniform coverage, and calculating precipitation rates and scheduling irrigation to meet watering needs. The goal is to design an efficient irrigation system that applies the right amount of water uniformly across the landscape.
This document provides instructions and examples for managing a checking account register, including how to record checks, debit card transactions, deposits, and account balances. It demonstrates writing a check to pay a monthly bill to Portland General Electric. It also shows examples of recording a debit card purchase at Red Robin restaurant and making a deposit by filling out a deposit slip and recording the transaction in the check register along with the new account balance.
This document discusses plant nutrients and fertilizers. It describes essential macronutrients and micronutrients that plants require. It provides details on the functions and deficiency symptoms of primary nutrients (nitrogen, phosphorus, potassium), secondary nutrients (calcium, magnesium, sulfur) and micronutrients (iron, copper, zinc, etc.). The document also discusses different types of fertilizers including organic vs inorganic, soluble vs insoluble, and methods of applying fertilizers such as banding, sidedressing, topdressing, and fertigation.
This document summarizes essential plant nutrients and fertilizers. It discusses macronutrients and micronutrients that plants require, as well as the functions and deficiency symptoms of primary nutrients (nitrogen, phosphorus, potassium), secondary nutrients (calcium, magnesium, sulfur) and micronutrients (iron, copper, zinc, boron, etc.). It also describes different types of fertilizers including organic and inorganic, soluble and insoluble, and methods of applying fertilizers such as banding, sidedressing, topdressing, and fertigation.
2. 1. To describe the basics of sports marketing.
2. To examine how sports marketing has
impacted sports.
3. To discover how companies use sports
marketing to reach consumers.
4. To explain the concept of target marketing.
5. To conclude sports marketing is essential
to the funding of sport.
2
3. • The Marketing Mix
• Market Segmentation & Sports
Products
• Methods of Sports Marketing
3
5. • Is the practice of
pricing, planning, promoting, selling and
distributing a company’s products
• Is performed with the attempt to meet the
needs and wants of consumers
• Help companies to reach a competitive
advantage
5
Competitive advantage - occurs when a company
operates in a more efficient manner than its
competitors, which causes their sales to
increase above other businesses
6. • Defines the key management
decisions needed to be successful in
marketing
• Includes four basic marketing
strategies, known as the “ 4 Ps”
– price
– product
– place
– promotion
6
7. • Is customer driven
• Relates directly to a company’s target
market
• Includes four interrelated concepts and
tactics
• Refers to the variables a company can
control
7
Target market - a particular group of
consumers a company classifies as the
main focus of its marketing plan
9. • Includes a wide range of functions and
strategies, including:
– creating a sales price or
price list
– calculating mark-up percentage
– using promotional pricing techniques
– understanding pricing laws
and discrimination
– determining discounts, credit terms and
available payment methods
9
10. • Includes the following:
– selecting which products to buy and sell
– researching and creating product designs
– naming and packaging products
– updating, improving or eliminating
products from a product line
– examining the product life
cycle
– adding features to an
old product 10
11. • Is also described as “distribution”
• Refers to introduction of the product to
consumers and determining appropriate
transportation or delivery methods
– using semi-trucks or airfreight carriers
– utilizing intermediaries or wholesalers in the
distribution process
• Includes whether or not
products should be sold
online, in certain countries
or globally 11
12. • Relates to the timing of promotional
campaigns
• Refers to the type of message
communicated to customers
• Requires selecting media
outlets
• Creates activities and
strategies to increase sales
12
13. • Relate to sports and recreation
industries because each provides:
– a method of identifying place
for example: in Houston, Texas, there would
be a greater demand for Houston Astros
memorabilia than New York City where the
Yankees play
– aid for promotion
for example: major athletes endorse
and promote a variety of products for
numerous companies
13
14. • Is all of the marketing activities designed to
satisfy sports consumers
• Uses mainstream or alternative sports and/or
the figures associated with these sports to
connect with a targeted group of consumers
• Builds positive brand awareness
• Supports retail and sales promotions
• Can be completed either by a sports
marketing firm or a general marketing firm
14
Sports consumer - an individual who may
play, watch or listen to sports or read, use
purchase and/or collect items related to sports
15. • Focuses on the sport and activities which
accompany a sporting event such as event
planning, promotion, financing and
sponsorship
• Can be divided into two
major categories
– marketing of the sport
• a television advertisement
for the Kentucky Derby
• an Internet banner
advertising the Indianapolis 500
– marketing through the use of sport
• Tiger Woods endorsing Nike® sportswear
• Peyton Manning advertising for DirectTV®
15
17. • Uses market segmentation to identify
their target market; sports consumers
• Has the goal of encouraging the
consumer to act as a customer and
purchase tickets and merchandise of the
marketed sport or company
• Is also involved in the marketing of sports
related products
17
Market segmentation - a method of analyzing a
market by using specific characteristics to
identify a target market
18. • Uses the following characteristics to
help define a target market:
– geographic location
– demographics
– psychographics
18
Demographics
Psychographics
Geographic
Location
19. • Is where the consumer lives
– for example: the states of Kansas and
Missouri are key target markets for the
Kansas City Chiefs
19
MO
20. • Are the statistics used to describe a
population such as gender, age, race
and earnings
– for example: companies such as
CoverGirl® and Secret® have
endorsement deals
with athletes such as
Olympians Nastia Liukin
and Shawn Johnson to
help them market to
young women
20
21. • Are the attitudes or the opinions a
consumer has toward recreational
activities
– for example: a company would use their
money to endorse athletes in the most
popular sports in a particular
country or locality
England - soccer
Brazil - soccer
South Carolina - stock car racing
Texas - football
21
22. • Contains broad marketing goals and
objectives for an entire company
• Provides direction for the marketing
activities of a company for a specific
period of time
• Is completed to ensure
a company reaps all the
benefits of a particular
marketing strategy
• Helps a company monitor its
performance when marketing products
22
23. • Are the goods, services or ideas related to
sports which provide satisfaction to the
consumer
• Make up a product lines
• Can be classified into the following categories:
– sporting events
– sports information
– sports training
– sporting goods
23
Product line - a group of closely related items
which are manufactured or sold by a company
24. • Are the main category of sports
products
• Include the following examples:
– games
– competitions
– athletes
– stadiums/arenas
24
25. • Is considered the actual
news, statistics, schedules
and stories associated with
sports
• Uses different media outlets such as
television, radio, Internet and magazines
• Includes the following examples:
– Anaheim Ducks signing a new goalie
– Dwyane Wade’s free throw percentage
– Philadelphia Phillies season schedule
25
26. • Is considered a sports service which is
normally offered through a gym, fitness
center or athletic department in the form
of a camp, clinic or lesson
• Is an intangible product
• Include the following examples:
– Duke Blue Devils basketball camp
– swimming lessons
– quarterback clinic
26
Intangible products - non-physical services
27. • Are tangible products
• Can be purchased at stores or other
retail outlets
• Include the following examples:
– equipment
– licensed merchandise- jerseys, t-
shirts, caps
– collectibles/memorabilia
27
Tangible products - physical goods which
satisfy a need or want of the customer
28. • Contains items which
either work together or
are similar in kind
• Meets the need or want
of a customer group
• Includes the following examples:
– Reebok® may have a running shoe product
line which contains many different styles and
colors, but they all fall into the category of
running shoe
28
29. • Is the total assortment of goods
a company makes or sells
• Includes all of the product lines
offered by a company
– example:
• Reebok®’s product mix would include the
running shoe product line as well as their
lines for athletic clothing, basketball shoes,
football cleats, golf shoes, etc.
29
32. • Is the agreement which gives a
company the right to use another’s
brand name, patent or intellectual
property for a royalty
– licensor- company or individual granting
the license for a fee in a contract
– licensee- company or individual paying
for the rights to use the name or property
32
Royalty - a fee which is paid to the
licensor
33. • A video documenting a team’s path to
the championship game
• A Yao Ming Houston Rockets® jersey
• A Pittsburgh Steelers® sweatshirt
33
Can you think of any other licensing
examples in or out of the sporting
industry?
34. • Is the promotion of a company in
association with a property or event
• Generates funds for all facets of sporting
venues
• Helps increase a company’s branding
• Can be flexible
– company can sponsor all or portions of a
sporting event
34
Branding - the process of forming a mental
association with a company or product
35. • Aflac® Player of the Game
• Coca-Cola®…the official soft drink of
today’s game
• AT&T® Center in San Antonio: the
home of the San Antonio Spurs
35
Can you think of any other
examples of sponsorship?
36. • Are statements of approval concerning a
product or service by an individual or
organization on the behalf of the
producer
• Generate publicity through the
use of an individual’s or
organizations celebrity in an
advertisement
• Give familiarity and credibility
to a product by making it
relatable to a consumer 36
37. • A few of the athletes Nike® has or has
had endorsements with include Tiger
Woods, LeBron James and Serena
Williams
• Hanes® is endorsed by Michael Jordan
• Canon® has an endorsement deal with
Maria Sharapova
37
Can you think of other examples of
endorsements?
38. • Are in-game or in-concert activities
designed to entertain and advertise to
consumers
• Provide event marketers
with creative ways to
entertain fans
• Offer sponsors with
memorable ways to
advertise to consumers 38
39. • Million-dollar half-time half-court shot
at basketball games
• Free rent half-time kick at a football
game
• Hamburger eating contest between the
periods of a hockey game
39
Can you think of any other
promotion examples?
40. • Ensure companies have a solid sports
marketing plan
• Work with both sides of contract
negotiations to ensure everyone gets
what they want
• Include the following examples:
– Millsport
– The Athletes
Agency
40
41. • Is a multibillion dollar global industry
• Is all of the marketing activities
designed to satisfy sports
consumers
• Uses mainstream or
alternative sports and/or the
figures associated with these
sports to connect with a targeted group of
consumers
• Builds positive brand awareness, support retail
and sales promotions and gain an overall
advantage in their market
• Can be completed either by a sports
marketing firm or a general marketing firm 41
42. • (2004-2009). Retrieved March 30, 2009,
from Edraw Soft: www.edrawsoft.com
• (2009). Retrieved March 30, 2009, from
Tide.com: http://www.tide.com/en-
US/index.jspx
• 2009. (n.d.). Retrieved March 30, 2009,
from LetsGoDigital: www.letsgodigital.org
• Gilbert, S. J. (2007, October 29). Marketing
Maria: Managing the Athlete Endorsement.
Retrieved March 30, 2009, from Harvard
Business School:
http://hbswk.hbs.edu/item/5607.html
42