SPORTS AND ENTERTAINMENT MARKETING

UNIT ONEMARKETING AND SPORTS & ENTERTAINMENT• Chapter 1—World of Marketing

• Basic principles of Marketing• Demographics• Marketing Mix

• Chapter 2—Connections and Contrasts• History and Background• Legal issues• Business risks

FUNCTIONS OF MARKETINGUnit 1: Promotion, Product/Service Management, Distribution, Selling, Pricing, Marketing Information

Management

Chapter 1World of Marketing

• The Importance of Sports and Entertainment Marketing– Two most profitable industries in U. S.– Billions of dollars spent each year– Main export of U. S.– Vendors compete for share of market

Why is it important?

• With so many businesses competing for attention, an organized marketing plan with strategies that target specific consumers is essential.

• This is the foundation of sports and entertainmentmarketing.

Marketing Defined

• The process of developing, promoting, and distributing products, or goods and services, to satisfy customers’ needs and wants.

MARKETING DEFINED

• GOODS—TANGIBLES• SERVICES--INTANGIBLES

MARKETING PROCESS

• Developing—– study consumers to determine what they want– design products to satisfy wants and needs

MARKETING PROCESS

• PROMOTIONAL—– Educate consumers– Create interest and desire– Make a sale– Create an image for a company and its products– Newspapers, magazines, radio, TV, direct mail

Internet advertising

MARKETING PROCESS

• DISTRIBUTION—– Means of getting the product into the consumers hands– Buying and selling– Sell directly to the customer– Intermediaries--wholesalers

Marketing Concept

• The idea that organizations need to satisfy their customers while also trying to reach their organizations’ goals

• Focus on customers’ needs and wants

MARKET

• Identify the customer• Have the desire and ability to buy a product

MARKET

• NEEDS

• WANTS

MARKET

• TARGET MARKET– a specific group of consumers that an organization

selects as the focus of its marketing plan– makes developing marketing plan easier to

accomplish

MASS MARKETING vs. MARKET IDENTIFICATION

• More common in 1950’s• One key message directed to everyone

• More sophisticated• Availability of information and computer technology• Market research companies

• DEMOGRAPHICS– Statistics that describe a population in terms of

personal characteristics– Age, income, occupation, gender, ethnic

background, educational levels

MARKETING MIX

• 4 P’s

MARKETING MIX

• PRODUCT• Involve the goods, services, or ideas used to satisfy consumer needs• Designing, naming, and packaging a product

MARKETING MIX

• PRICE• Exchange process between customer and seller• How much should be charged?• How much does it cost to make?• Expenses related to marketing• What is the consumer willing to pay?

MARKETING MIX

• PLACE• Make the product available to the customer.• How and where does target market shop?• Channel of distribution—path a product takes

from producer to consumer

MARKETING MIX

• PROMOTION• Communicated to the consumer• Advertising, sales promotion, publicity, personal selling• Selection of media as well as message to be delivered

• What items in this topic are similar to what we have already studied?

• What words are new?