chapter 1 what is sports and entertainment marketing?
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CHAPTER 1 What Is Sports and Entertainment Marketing?. 1.1 Management Basics 1.2 Sports Marketing 1.3 Entertainment Marketing 1.4 Recreation Marketing. LESSON 1.1 Marketing Basics. GOALS Describe the basic concepts of marketing. Define the seven key marketing functions. - PowerPoint PPT PresentationTRANSCRIPT
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CHAPTERCHAPTER 11What Is Sports and Entertainment Marketing?1.11.1 Management Basics1.21.2 Sports Marketing1.31.3 Entertainment Marketing1.41.4 Recreation Marketing
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LESSON 1.1LESSON 1.1Marketing BasicsGOALSGOALSDescribe the basic concepts of
marketing.Define the seven key marketing
functions.
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Marketing ConceptsWhat is marketing?Marketing mixSatisfying customer needs
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What Is Marketing?Marketing—the creation and
maintenance of satisfying exchange relationships
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Marketing Mix Marketing mix—describes how a business
blends the four marketing elements Product—what a business offers customers to satisfy
needs Distribution—the locations and methods used to
make products available to customers Price—the amount that customers pay for products Promotion—ways to encourage customers to
purchase products and increase customer satisfaction
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Satisfying Customer NeedsPrimary focusIdentify customer needsDevelop productsOperate a business profitably
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Key Marketing FunctionsProduct/service managementDistributionSellingMarketing-information managementFinancingPricingPromotion
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LESSON 1.2LESSON 1.2Sports MarketingGOALSGOALSDefine sports marketing, and
understand the importance of target markets.
Identify sports marketing strategies.
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What Is Sports Marketing?Sports marketing—using sports to
market products
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Determine the Target MarketTarget market—a specific group of
people you want to reach
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How to Find a Target MarketDisposable income—income that can
be spent freelyDemographics—specific customer
information
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Spending Habits of FansTicketsClothing or equipmentFoodTravel
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Marketing StrategiesSports logos on clothingNew sports, new opportunitiesGross impressionTiming
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Sports Logos on ClothingFan loyaltyIncreased valueFeeling of success
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New Sports, New OpportunitiesArena footballTelevision broadcastsSponsorships
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Gross ImpressionGross 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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LESSON 1.3LESSON 1.3Entertainment MarketingGOALSGOALS Understand why marketing must relate to the
specific audience. Relate advances in entertainment technology
to changes in distribution. Recognize the power of television and the
Internet as marketing tools. Understand feedback from the customer.
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Entertainment for Sale What exactly is entertainment?Entertainment—whatever people are
willing to spend their money and spare time viewing rather than participating in
Entertainment can include sports or the arts.Sports—games of athletic skill
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Sports or Entertainment?Is a distinction required for successful
marketing?Marketing-information management Specific product promotionsKnowing customer needs
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Modern Entertainment MarketingThe beginning of changeChange accelerated
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The Beginning of Change Louis Le Prince—first moving pictures (1888) Lumiere brothers—first to present a projected
movie to a paying audience (1895) The Jazz Singer—first movie with sound
(1927) Mickey Mouse—animation arrived (1928) Disneyland—theme park a new approach to
the marketing mix of entertainment (1955)
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Change AcceleratedImprovement of technologyEase of distribution to the massesEvolution of entertainment mediaThe Internet
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The Big Eye in Every RoomThe early days of television and
marketingTelevision’s increasing influenceEntertaining the customer
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The Early Days of Television and MarketingThe first demonstration of TV in 1945The American Association of
Advertising Agencies encouraged start of television advertising
NBC and the Gillette Company staged the first television sports spectacular in 1946
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Television’s Increasing InfluenceMajor national corporations began to
advertiseAd pricing tied to ratings or number of
viewersAppeal to a mass audience
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Entertaining the CustomerInstant feedback from the customerMarketing mix of reality shows is uniqueMarketing mix fine-tuned based on
customer input
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LESSON 1.4LESSON 1.4Recreation MarketingGOALSGOALSApply the marketing mix to recreation
marketing.Describe marketing for the travel and
tourism consumer.
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Recreational SportsRecreation—renewing or rejuvenating
our body or mind with play or amusing activity
Recreational activities—travel, tourism, and amateur sports that are not associated with education institutions
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Not for the Couch PotatoTime and moneyLessonsPracticeEquipmentTravel
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A Better ImageLadies Professional Golf Association
(LPGA)Promotion of a strong image to draw
sponsors and a broader audience
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Travel and TourismTourism—traveling for pleasureData miningRelax and smell the roses
Niche travel—recreational travel or tours planned around a special interest
Complete travel packages/tours