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Transcript of SEM Chap 01 AL
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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
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http://www.easybib.com/
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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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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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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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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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Terms marketing
marketing mix
product distribution
price
promotion discretionary income
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Opening Act
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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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Satisfying Customer Needs identify your customer and the needs of
your customer
develop superior products
operate your business profitably
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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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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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amount customers pay for products
promotion
ways to make customers aware of
products
encourages customers to buy
price
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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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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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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.