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Sports and Entertainment Marketing Thomson/South-Western

ChapterChapterChapterChapter

What Is Sports and

Entertainment Marketing?

1.1 Marketing Basics1.1 Marketing Basics

1.2 Sports Marketing1.2 Sports Marketing

1.3 Entertainment Marketing1.3 Entertainment Marketing

1

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Sports and Entertainment Marketing Thomson/South-WesternChapter 1Slide 2

http://www.easybib.com/

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Sports and Entertainment Marketing Thomson/South-WesternChapter 1Slide 3

Winning Strategies

A determined athlete

A supportive family

Opportunity Costs the cost of passing up the

next best choice when making decisions

From $50 to $4 Million

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Sports and Entertainment Marketing Thomson/South-WesternChapter 1

Slide 4

Winning Strategies

Explain the relationship betweenpersistence and success as indicated inthis article

Success does not come overnight

Michelle trained and competed from anearly age

She and her father were persistent infulfilling Michelles dream

With Michelles dream and persistency =success

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Slide 5

Winning Strategies

An entrepreneur is someone who takesrisks to start a new business. How isMichelle Kwans father an

entrepreneur? Michelles father took risks

He made sacrifices to invest in hisdaughters skating career = opportunity

costs Risks resulted in personal and financial

satisfaction

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Slide 6

Lesson 1.1

Marketing Basics

Goals

Describe the basic concepts ofmarketing.

Explain the marketing mix.

Define the six core standards ofmarketing.

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Slide 7

Terms marketing

marketing mix

product distribution

price

promotion discretionary income

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Slide 8

Opening Act

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Slide 9

What is Marketing?What are examples of good and

services consumers demand in the

world of sports and entertainment?

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WHAT IS MARKETING?

marketing

the creation and maintenance of satisfying

exchange relationships

Creating = product development

Maintenance = continuity

Satisfaction = meeting needs

Exchange relationship = 2 parties give andreceive

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Slide 11

Satisfying Customer Needs identify your customer and the needs of

your customer

develop superior products

operate your business profitably

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Slide 12

Sports and Entertainment

Marketing

Marketers of sports and entertainment

marketing must assess

consumer demand

the competition

the financial valuation of the goods and

services they offer

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What is marketing?

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THE MARKETING MIX marketing mix

how a business blends the following four

elements

product

distribution

price

promotion

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Slide 15

what a business offers to satisfy needs

goods and services

distribution

the locations and methods used to make

products available to customers

product

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Chapter 1

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amount customers pay for products

promotion

ways to make customers aware of

products

encourages customers to buy

price

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Chapter 1

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Marketing Mix Considerations

discretionary income

the amount of money individuals have

available to spend after paying fornecessities

Striking the right balance between

price, distribution and promotion isimportant.

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Chapter 1

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A Marketing Mix Example in

the Sports Industry The product the Super Bowl offers is a game

between the best teams of the AFC and

NF

C. Consumer costs extend beyond ticket prices

and include travel and lodging expenses.

Distribution includes the location of the host

city and ticket sales. Promotion involves media outlets and

related-product contests.

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A Marketing Mix Example in

the Entertainment Industry

State fairs need to

appeal to rural and urban residents

set reasonable ticket prices

advertise about the fair

determine fair location

plan ticket sales

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What are the elements of the marketing

mix?

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CORE STANDARDS OF MARKETING

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Distribution involves determining the best

way to get a companys products and

services to customers.

Distribution

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gathering and using information aboutcustomers to improve business decisionmaking

Marketing-Information Management

--

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the process of establishing and

communicating to customers the value or

costs of goods and services

Pricing

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designing, developing, maintaining,

improving and acquiring products or

services to meet customer needs

Product/Service Management

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using a variety of communication forms,

including advertising, to distribute

information about products, services,

images and ideas to achieve a desiredoutcome

Promotion

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any direct and personal communication

with customers to assess and satisfy their

needs

Selling

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A company must budget for its own

marketing activities and provide

customers with assistance in paying for

the companys products and services.

Financing

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List and provide an example of each core

standard of marketing.

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Lesson 1.2

Sports Marketing

Goals

D

efine sports marketing. Explain the value of sports marketing to

the economy.

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Terms demographics

sports marketing

gross impression

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WHY SPORTS MARKETING?

demographics

common characteristics of a group

age, marital status, income, education

sports marketing

using sports to market products

--

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New Sports, New Opportunities

continual innovation provides new

opportunities

extreme sports

arena football

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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

--

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Timing

Fans want products and services that

identify them with winning teams and

athletes.

Marketing efforts may need to be

tweaked based on changes in winning

trends.

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Why are gross impression and timingimportant in sports marketing?

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THE VALUE OF SPORTS

MARKETING

Sports marketing is a multi-billion-dollar

global industry that has a definite

impact on the economy.

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Emotional Value Emotional connections to teams

motivate fans to buy tickets to games.

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So Many Channels High profile sporting events generate

strong promotional revenues for

broadcasters.

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Name three ways that sporting events

help boost the local economy and/or

national economy.

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Lesson 1.3

Entertainment Marketing

Goals

Define entertainment.

Describe the impacts of advances in

entertainment technology on

entertainment marketing.

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Terms entertainment marketing

entertainment

ratings

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ENTERTAINMENT FOR SALE

entertainment marketing

influencing how people choose to spend

their time and money on entertainment

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What Exactly is Entertainment?

entertainment

whatever people are willing to spend their

money and spare time viewing rather thanparticipating in

--

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What are the two ways of looking atentertainment marketing?

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EVOLUTION OF ENTERTAINMENT

AND ENTERTAINMENT MARKETING At the beginning of the twentieth

century, audiences needed to travel to

the entertainment source. Audience feedback was instantaneous

and live.

Technology distanced entertainers fromtheir audiences.

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The Beginning of Change Disneyland represented a new

approach to the marketing mix of

entertainment.

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The Big Eye in Every Room

The Early Days of Television and

Marketing

TV changed the marketing ofentertainment in a profound way.

Televisions Increasing Influence

ratings the number of viewers the programming

attracted

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Change Accelerated

Technology improvements, including

the internet, have facilitated distribution

of sports and entertainment to themasses.

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Technology and Customer

Feedback Audiences can use a variety of

communication technologies to provide

entertainment feedback.

--

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Name a few benefits of television tomarketers and advertisers.

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PERFORMANCE INDICATORS

EVALUATED

Communicate an appropriate advertisingcampaign through writing and speaking.

Analyze relevant data to make recommendations

for an appropriate plan of action.

Demonstrate critical thinking and problem-solvingskills when creating the advertising campaign.

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Demonstrate advertising budgeting skills.

Demonstrate teamwork to complete a group

project.

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Sports and Entertainment Marketing Thomson/South Western

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THINK CRITICALLY1. Why is an advertising campaign necessary to

overcome the citys previous reputation?

2. Give several examples of activities other than

sporting events to attract customersdowntown.

3. What is the advantage of having newcondominiums in the downtown area?

4. Does the light rail system present anadvantage for your advertising campaign?Explain your answer.

SEM Chap 01 AL

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Transcript of SEM Chap 01 AL