1. Marketing Mix
1. How do the elements of the marketing mix work
together to create an affective marketing campaign?
2. Why do marketers need to be sensitive to customers
needs and wants when developing a marketing
campaign?
3. Compare and contrast the role of each element of the
marketing mix?

2. How do you Satisfy Customer
Needs?
• First
– Identify your customer and the needs of that
customer.
• Second
– Develop products that customers consider
better than other choices.
• Third
– Operate your business profitably.

3. What is Marketing?
• The creation and maintenance of satisfying
exchange relationships.
• The process by which companies create
customer interest in products or services.

4. Examining the Definition
• Creation:
– Suggests that marketing involves product
development.
• Maintenance:
– Indicates that marketing must continue as long
as business operates.

5. Continuing the Examination
• Satisfaction:
– Implies that marketing must meet the needs of
both business and customers when products or
services are exchanged.
• Exchange Relationship:
– Occurs when the parties involved both receive
and give something of value.

6. The Marketing Mix
• Describes how a business blends the four
marketing elements.
• Marketing Mix Includes:
– Product
– Price
– Place
– Promotion

7. Product
• What a business offers customers to satisfy
needs.
• Products include goods and services.
Price
• The amount a customer pays for products.

8. Place
• The locations and methods used to make
products available to customers.
Promotion
• Ways to make customers aware of
products and encourage them to buy.

9. Core Standards of
Marketing
1. How do the core standards of marketing work together
to enhance the marketing campaign?
2. Why do marketers need to keep their focus on the
customer when developing the marketing campaign?
3. Compare and contrast the elements of the marketing
mix and core standards of marketing?
4. Compare and contrast the role of each core standard
of marketing?

10. Core Standards of Marketing
• Core standards are the basis of all marketing
activities:
• Core Standards Include:
– Distribution
– Marketing-Information Management
– Pricing
– Product/Service Management
– Promotion
– Selling

11. Distribution
• Determining the best way to get a
company’s products or services to
customers.
• For sporting goods:
– Use marketing information to predict consumer
demand and estimate the right quantities of
merchandise to produce.

12. Marketing – Information
Management
• Gathering and using information about
customers to improve business decision
making.
• For sporting goods:
– Use market research to determine the consumer
demand and estimate the right quantities of
products to produce.

13. Pricing
• The process of establishing and
communicating to customers the value or
cost of goods and services.
• Pricing policies are also based upon the cost
of producing goods and sports and
entertainment events.
• Production costs must be covered for the
business to succeed.

14. Product/Service Management
• Designing, developing, maintaining,
improving, and acquiring products or
services for the purpose of meeting
customer needs and wants.
• Success with sports and entertainment
marketing depends upon evaluating events
and goods to determine how well they meet
customer needs and wants.

15. Promotion
• Using advertising and other forms of
communication to distribute information
about products, services, images, and ideas
to achieve a desired outcome.
• Example:
– Placing advertisement coupons on the back of
ticket stubs to entice consumers to try products
at a discounted rate.

16. Selling
• Any direct and personal communication
with customers to assess and satisfy their
needs and wants.
• Involves anticipating customers future
needs as well as satisfying customers.

17. Bonus Standard:
Financing (Not Part of the Core)
• Requires a company to budget for its own
marketing activities and to provide
customers with assistance in paying for the
company products or services.

18. Discretionary Income
• The amount of money individuals have
available to spend after paying for the
necessities of life and other fixed expenses.
• What will this effect when running a sports
team?

19. Sports Marketing
1. How is the marketing mix used to promote the sports
industry?
2. How do the demographics of customer’s affect sports
marketing?
3. How does timing affect a sports marketing campaign?

20. Sports Marketing
• Using sports to market products.
• Finding out a group of spectators’ interests and
planning a product or service that the spectators
will buy is a function of sports marketing.
• Marketers research the demographics and
spending habits of fans to maximize profits.
• Goal:
– Use the right marketing mix to meet customers needs
while generating a profit.

21. Timing
• Fans want products or services that identify
them with a winner.
• Winning trends for athletes and teams must
be monitored to determine when marketing
strategies should take place or need to
change.

22. Demographics
• Common characteristics of a group such as:
– Age range
– Marital Status
– Gender
– Ethnic background
– Income level
– Educational level

23. Gross Impression
• The number of times per advertisement,
game, or show that a product or service is
associated with an athlete, team, or
entertainer.
• Marketers hope that spectators will see the
endorsement and will buy the sponsor’s
products.

24. Relating to Customers
• Emotional Value
– Fans wait to see their teams play on weekends
– Affection and passion lead fans to buy tickets
and use all of discretionary income to attend
sporting events.
• Viewing Channels
– Stations are paying more money for
advertisements
– Networks are buying exclusive broadcasting
rights for high profile sporting events.

25. Pulling it all Together
• Who depends on sporting events?
• Do families lives get planned around
sporting events?

26. Entertainment Marketing
1. How is the marketing mix used to promote the
entertainment industry?
2. How do the demographics of customers affect
entertainment marketing?
3. How does timing affect an entertainment marketing
campaign?
4. How does the marketing of sports and entertainment
relate to each other?

27. Entertainment
• Whatever people are willing to spend their money
and spare time viewing rather than participating
in.
• Sports:
– Games of athletic skill.
• Entertainment:
– Applied to movies, theater, music concerts the circus,
etc…
• Confusion
– Example: Professional Wrestling

28. How Has Entertainment
Evolved?
• Beginning of twentieth century:
– Live performances, ballet, opera, concerts
• Britain 1888:
– First moving pictures was made
– 1895 – First projected movie shown to a paying
audience
• United States 1927:
– First movie with sound shown in movie theaters

29. Entertainment Continues to
Evolve
• United States 1938:
– First full length movie animated film:
• Snow White and the Seven Dwarfs
• California 1955:
– First theme park to open:
• Disneyland
• World War II
– 7,000 working TV sets, 9 stations

30. We’re Evolving
• October 1945:
– 25,000 people came to watch the first
demonstration of TV.
– AAAA (American Association of Advertising Agencies)
• Encourage the start of television marketing.
• 1946:
– First televised sports spectacular – heavy
weight boxing match.

31. Entertainment Marketing
• Influencing how people choose to spend
their time and money on entertainment.
• Entertainment Marketing
– A product to be marketed.
• Event
– As a method to attract attention to other
products.
• An author using television to promote their product.

32. Ratings
• The number of people or viewers the
program attracted.
• Pricing of commercial time slots became
quickly associated with ratings.

33. Competition?
Television used to be the only way of
advertising commercials and products other
than word of mouth, use of newspapers and
posters.
What source are companies now using for
marketing?

34. Industries
1. Why would marketers want to divide sports and
entertainment into different industries?
2. How are industry standards helpful in creating a
marketing campaign?
3. How can marketers change their marketing plan or
tactic for each industry?

35. Industry
• A group of organizations involved in
producing or handling the same product or
type of services.
• Industries may be further defined by
subdivisions.
– Examples: Industry: Music
Subdivisions:?

36. Standards, Norms, and Trends
• Industry Standards
– The guidelines and goals set for different entertainment
industries.
• Industry Norms
– The average expectation within an industry.
• Industry Trends
– Show the latest demand for and consumer response to
sports and entertainment events.
• Marketing decisions are made based upon industry
standards, trends, and norms.

37. Customers
• Business in related industries need to
understand:
– Customer behaviors
– Customer spending habits