chapter 01

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 1 SLIDE 1

CHAPTERCHAPTER 11What Is Sports and Entertainment Marketing?

1.11.1 Marketing Basics

1.21.2 Sports Marketing

1.31.3 Entertainment Marketing

1.41.4 Recreation Marketing



CHAPTER 1 SLIDE 2

LESSON 1.1LESSON 1.1

Marketing Basics

GOALSGOALSDescribe the basic concepts of

marketing.Define the seven key marketing

functions.



CHAPTER 1 SLIDE 3

Marketing Concepts

What is marketing?Marketing mixSatisfying customer needs



CHAPTER 1 SLIDE 4

What Is Marketing?

Marketing—the creation and maintenance of satisfying exchange relationships



CHAPTER 1 SLIDE 5

Marketing Mix Marketing mix—describes how a business

blends the four marketing elements Product—what a business offers customers to

satisfy needs Distribution—the locations and methods used to

make products available to customers Price—the amount that customers pay for products Promotion—ways to encourage customers to

purchase products and increase customer satisfaction



CHAPTER 1 SLIDE 6

Satisfying Customer Needs

Primary focusIdentify customer needsDevelop productsOperate a business profitably



CHAPTER 1 SLIDE 7

Key Marketing Functions

Product/service managementDistributionSellingMarketing-information managementFinancingPricingPromotion



CHAPTER 1 SLIDE 8


Sports Marketing

GOALSGOALSDefine sports marketing, and

understand the importance of target markets.

Identify sports marketing strategies.



CHAPTER 1 SLIDE 9

What Is Sports Marketing?

Sports marketing—using sports to market products



CHAPTER 1 SLIDE 10

Determine the Target Market

Target market—a specific group of people you want to reach



CHAPTER 1 SLIDE 11

How to Find a Target Market

Disposable income—income that can be spent freely

Demographics—specific customer information



CHAPTER 1 SLIDE 12

Spending Habits of Fans

TicketsClothing or equipmentFoodTravel



CHAPTER 1 SLIDE 13

Marketing Strategies

Sports logos on clothingNew sports, new opportunitiesGross impressionTiming



CHAPTER 1 SLIDE 14

Sports Logos on Clothing

Fan loyaltyIncreased valueFeeling of success



CHAPTER 1 SLIDE 15

New Sports, New Opportunities

Arena footballTelevision broadcastsSponsorships



CHAPTER 1 SLIDE 16

Gross Impression

Gross impression—the number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer



CHAPTER 1 SLIDE 17


Entertainment Marketing

GOALSGOALS Understand why marketing must relate to the

specific audience. Relate advances in entertainment technology

to changes in distribution. Recognize the power of television and the

Internet as marketing tools. Understand feedback from the customer.



CHAPTER 1 SLIDE 18

Entertainment for Sale What exactly is entertainment?

Entertainment—whatever people are willing to spend their money and spare time viewing rather than participating in

Entertainment can include sports or the arts.

Sports—games of athletic skill



CHAPTER 1 SLIDE 19

Sports or Entertainment?

Is a distinction required for successful marketing?

Marketing-information management Specific product promotionsKnowing customer needs



CHAPTER 1 SLIDE 20

Modern Entertainment Marketing

The beginning of changeChange accelerated



CHAPTER 1 SLIDE 21

The Beginning of Change Louis Le Prince—first moving pictures (1888) Lumiere brothers—first to present a projected

movie to a paying audience (1895) The Jazz Singer—first movie with sound

(1927) Mickey Mouse—animation arrived (1928) Disneyland—theme park a new approach to

the marketing mix of entertainment (1955)



CHAPTER 1 SLIDE 22

Change Accelerated

Improvement of technologyEase of distribution to the massesEvolution of entertainment mediaThe Internet



CHAPTER 1 SLIDE 23

The Big Eye in Every Room

The early days of television and marketing

Television’s increasing influenceEntertaining the customer



CHAPTER 1 SLIDE 24

The Early Days of Television and Marketing

The first demonstration of TV in 1945The American Association of

Advertising Agencies encouraged start of television advertising

NBC and the Gillette Company staged the first television sports spectacular in 1946



CHAPTER 1 SLIDE 25

Television’s Increasing Influence

Major national corporations began to advertise

Ad pricing tied to ratings or number of viewers

Appeal to a mass audience



CHAPTER 1 SLIDE 26

Entertaining the Customer

Instant feedback from the customerMarketing mix of reality shows is uniqueMarketing mix fine-tuned based on

customer input



CHAPTER 1 SLIDE 27


Recreation Marketing

GOALSGOALSApply the marketing mix to recreation

marketing.Describe marketing for the travel and

tourism consumer.



CHAPTER 1 SLIDE 28

Recreational Sports

Recreation—renewing or rejuvenating our body or mind with play or amusing activity

Recreational activities—travel, tourism, and amateur sports that are not associated with education institutions



CHAPTER 1 SLIDE 29

Not for the Couch Potato

Time and moneyLessonsPracticeEquipmentTravel



CHAPTER 1 SLIDE 30

A Better Image

Ladies Professional Golf Association (LPGA)

Promotion of a strong image to draw sponsors and a broader audience



CHAPTER 1 SLIDE 31

Travel and Tourism

Tourism—traveling for pleasureData miningRelax and smell the roses

Niche travel—recreational travel or tours planned around a special interest

Complete travel packages/tours

chapter 01

Business

key marketing functions

marketing mix

satisfying customer

gross impression

information management

early days

sports logos

sports marketing