chapter 1 what is sports and entertainment marketing?
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CHAPTER 1 What Is Sports and Entertainment Marketing?. 1.1 Management Basics 1.2 Sports Marketing 1.3 Entertainment Marketing 1.4 Recreation Marketing. LESSON 1.1 Marketing Basics. GOALS Describe the basic concepts of marketing. Define the seven key marketing functions. - PowerPoint PPT PresentationTRANSCRIPT
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTERCHAPTER 11What Is Sports and Entertainment Marketing?1.11.1 Management Basics1.21.2 Sports Marketing1.31.3 Entertainment Marketing1.41.4 Recreation Marketing
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 1.1LESSON 1.1Marketing BasicsGOALSGOALSDescribe the basic concepts of
marketing.Define the seven key marketing
functions.
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Marketing ConceptsWhat is marketing?Marketing mixSatisfying customer needs
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
What Is Marketing?Marketing—the creation and
maintenance of satisfying exchange relationships
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
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
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Satisfying Customer NeedsPrimary focusIdentify customer needsDevelop productsOperate a business profitably
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Key Marketing FunctionsProduct/service managementDistributionSellingMarketing-information managementFinancingPricingPromotion
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 1.2LESSON 1.2Sports MarketingGOALSGOALSDefine sports marketing, and
understand the importance of target markets.
Identify sports marketing strategies.
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
What Is Sports Marketing?Sports marketing—using sports to
market products
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Determine the Target MarketTarget market—a specific group of
people you want to reach
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
How to Find a Target MarketDisposable income—income that can
be spent freelyDemographics—specific customer
information
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Spending Habits of FansTicketsClothing or equipmentFoodTravel
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Marketing StrategiesSports logos on clothingNew sports, new opportunitiesGross impressionTiming
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Sports Logos on ClothingFan loyaltyIncreased valueFeeling of success
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
New Sports, New OpportunitiesArena footballTelevision broadcastsSponsorships
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Gross ImpressionGross impression—the number of
times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 1.3LESSON 1.3Entertainment MarketingGOALSGOALS 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.
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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
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Sports or Entertainment?Is a distinction required for successful
marketing?Marketing-information management Specific product promotionsKnowing customer needs
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Modern Entertainment MarketingThe beginning of changeChange accelerated
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
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)
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Change AcceleratedImprovement of technologyEase of distribution to the massesEvolution of entertainment mediaThe Internet
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Big Eye in Every RoomThe early days of television and
marketingTelevision’s increasing influenceEntertaining the customer
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Early Days of Television and MarketingThe 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
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Television’s Increasing InfluenceMajor national corporations began to
advertiseAd pricing tied to ratings or number of
viewersAppeal to a mass audience
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Entertaining the CustomerInstant feedback from the customerMarketing mix of reality shows is uniqueMarketing mix fine-tuned based on
customer input
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 1.4LESSON 1.4Recreation MarketingGOALSGOALSApply the marketing mix to recreation
marketing.Describe marketing for the travel and
tourism consumer.
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Recreational SportsRecreation—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
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Not for the Couch PotatoTime and moneyLessonsPracticeEquipmentTravel
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
A Better ImageLadies Professional Golf Association
(LPGA)Promotion of a strong image to draw
sponsors and a broader audience
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Travel and TourismTourism—traveling for pleasureData miningRelax and smell the roses
Niche travel—recreational travel or tours planned around a special interest
Complete travel packages/tours