Understand sport/event marketing’s role and function in business to facilitate economic exchanges...
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Understand sport/event marketing’s role and function in business to facilitate economic exchanges with
customers.
WF SEMI 1.02
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Define the term sport marketing• Sports Marketing: the process of planning
and executing the conception, pricing, promotion, and distribution of sports ideas, goods and services to create exchanges that satisfy individual and organizational objectives
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Identify categories of sport products
• The Sporting Event: – Intangible: an experience you can see, feel and
participate in– Perishable experience: a football game you
played/watched, you will never play/watch that game again. (or sell the ticket)
– The Athletes: make the game happen– The Venue: The facility where the game takes
place. EX: Time Warner Arena, Charlotte Motor Speedway
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Identify/Define categories of sport products
• Sporting Goods: tangible, manufactured products that make the game possible. – Equipment, clothing, license
merchandise• Personal Training: get ready to
compete, participating in an exercise class at the local health club
• Sports Information: ESPN, Sports Illustrated, newspapers
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• A. Unorganized participants: walk in the woods, jogging, freedom from rules
• B. Organized participants: have rules – NCAA, MLB, MBA, MMA (sanctioning bodies)– (c)Amateurs are not paid to play,
regulated on local, state, national level
– (d)Professionals are paid but follow strict rules by their governing body. It is their occupation
Describe categories of sport consumers
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Describe categories of sport consumers
• E. Spectators: observers of the sporting event– As important as the
athletes– Help create excitement and
enthusiasm• F. Sponsors: businesses or
organizations that pay to associate their names or products with a sporting event– NASCAR Cars
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Describe the relationship between the growth and marketing of the sport
industry.• A sports product becomes
more popular because of marketing
• Sports marketing affects millions of people throughout the world from young children to senior citizens
• Marketing opportunities increase as the product grows/improves
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Discuss benefits ascertained from the development of the sport marketing
• Good for You– Increases opportunity for employment– Benefit those who participate either by playing or watching– Recreation– Entertainment
• Good for the Local Community– Economic effect of a major event– Improve city’s image
• Good for Society– Generates billions of dollars of revenue each year– More jobs– Snowball effect
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Define the terms event marketing• Event Marketing: designing or developing
a live themed activity, occasion, display or exhibit, such as a sports, a music festival or concert to promote a product, cause, or organization
• Perishable• Promotes and sells a
unique experience• It is produced and consumed
at the same time• American Idol
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Identify types and categories of events
• Corporate Events– Conferences, seminars,
trade shows, team building, theme parties, VIP events, incentive travel
• Private events: weddings, birthdays, family events, anniversaries
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Discuss benefits ascertained from the development of the event marketing.
• Start a dialogue: face to face marketing
• Personal connection: builds trust
• Immediate fulfillment• Brand awareness
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Define Disposable Income• Money available after taxes• Marketing to consumers with disposable income
is VERY important in the SEM Industry because the products are not essential to live.
• SEM goods and services are those people buy after they buy their necessities.
(discretionary income) – (example: bills, groceries)
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