MARKETINGThe process of
developing, promoting, distributing and selling goods and services to satisfy customers’ needs and wants
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Goods – tangible products
Services – Intangible products
THE MARKETING CONCEPT
The idea that a business should strive to satisfy customers’ needs and wants while generating a profit
SPORTS MARKETING Sports marketing is using sports to
market related and unrelated products.
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NIKE Jordans Hanes
MARKETING STRATEGIES FOR SPORTS
Sports Logos on Clothing
New sports, new opportunities Soccer popular during World Cup time Lacrosse growing every year
Timing New apparel coming out in preparation for the upcoming season!
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Nike logo on college jerseys!
ENTERTAINMENT MARKETING Using entertainment to
sell related and unrelated
products
Influencing how people
choose to use their time
and money for the
purpose of entertainment
RECREATION Using recreation (hobbies, travel,
tourism, etc.) to sell related and unrelated products
ExamplesCamping RunningAmateur Sports
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What Moves You?
TARGET MARKET A specific group of
people that a business wants to reach with their goods or services
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MARKET SEGMENTATION
Geographics – where people live
Demographics – personal characteristics
Psychographics – lifestyle (attitudes/values)
Product Benefits – consumer wants and needs
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But….what IS a target market?Characteristic of the market you are trying to reach
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• Age
• Gender
• Ethnicity
• Occupation
• Lifestyle
• Marital Status
• Kids or no kids
• Location
• Income level
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