unit 1: basic marketing and sports marketing instructor: mrs. stanfill 2006-2007
TRANSCRIPT
![Page 1: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/1.jpg)
Unit 1: Basic Marketing and Sports Marketing
Instructor: Mrs. Stanfill2006-2007
![Page 2: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/2.jpg)
Lesson 1: Basic Marketing
![Page 3: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/3.jpg)
Marketing
The process of developing, promoting and distributing products, or goods and services, to satisfy customers needs and wants.
![Page 4: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/4.jpg)
The Marketing Process
• Developing products: involves studying consumers to determine what they want, and then designing the products that will satisfy their needs and wants.
• Promotional activities: help to educate the consumers, create interest and desire, make and sell and create an image for a company and its product.
• Distribution: the means of getting the product into the hands of the customer.
![Page 5: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/5.jpg)
The Marketing Concept
The idea that organization’s need to satisfy their customers while also trying to reach their organization’s goal.
![Page 6: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/6.jpg)
Target Market
• A specific group of consumers that an organization selects as the focus of its marketing plan
• The specific group of people the marketers are trying to reach
![Page 7: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/7.jpg)
Mass Marketing vs. Market Identification
• Mass Marketing: involves promoting products with one key message that is directed to everyone.
• Market Identification: uses information and computer technology to determine consumers’ lifestyle characteristics (market research).
![Page 8: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/8.jpg)
Demographics
Statistics that describe a population in terms of measurable, personal characteristics.
![Page 9: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/9.jpg)
Demographics
Demographics include• Age• Income• Occupation• Gender• Ethnic Background• Educational Levels
![Page 10: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/10.jpg)
Market Segmentation
Market segmentation is a way of analyzing a market by specific characteristics to create a target market.
![Page 11: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/11.jpg)
Market Segmentation Characteristics
• Geographics– Where does the consumer live?
• Demographics– Age, Income, etc.
• Psychographics– Characteristics that are easier to change such as
attitudes and opinions towards recreational activities.
• Product benefits– What do the consumers want/need
and how can the product benefit them?
![Page 12: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/12.jpg)
Lesson 2: Sports Marketing
![Page 13: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/13.jpg)
Sports Marketing
All the marketing activities designed to satisfy the needs and wants of sports consumers.
![Page 14: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/14.jpg)
Two Major Components of Sports Marketing
– The Marketing of Sports• Promotion of the Super Bowl through
radio and television
– Marketing Through Sports• Nike, Gatorade and Goodyear promote
products by using a connection to sports, such as a sports personality as a spokesperson
![Page 15: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/15.jpg)
Emotional Ties to Sports
Millions of people feel intense love, hate, joy or disappointment over sports/athletes at all levels.
Examples:• Men wept when the Cleveland Browns moved to
Baltimore• Riots sometimes occur after championship games• Fans scream and yell out of anger or
happiness at games.
![Page 16: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/16.jpg)
Sports Consumer
A person who may play, officiate, watch or listen to sports, or read, use purchase, and/or collect items related to sports.
![Page 17: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/17.jpg)
The Goal of a Marketing Strategy
To encourage the consumer to act as a customer and purchase tickets and/or merchandise.
![Page 18: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/18.jpg)
Consumer Decisions are affected by two factors:
1. Environmental Factors– Family and friends– Society’s attitudes and values– Cultural differences related to class, race
and gender– Climate and region– Marketing influences, such as commercials
![Page 19: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/19.jpg)
Consumer Decisions are affected by two factors:
2. Individual Factors– Self-image– Self-concept
![Page 20: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/20.jpg)
Lesson 3: Sports Marketing Careers
![Page 21: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/21.jpg)
Getting a Job
– Market Yourself• Gather information and use it to make
decisions about your education, skills and experience
– How to Prepare• Research the jobs in the area that
interests you. Know about the companies that provide those jobs.
![Page 22: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/22.jpg)
Skill Requirements
The Occupational Outlook Handbook provides an excellent overview of different marketing-related jobs.
![Page 23: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/23.jpg)
Skill Requirements
The three skills most desired of young employees are:
• Math• Interpersonal • Communications
![Page 24: Unit 1: Basic Marketing and Sports Marketing Instructor: Mrs. Stanfill 2006-2007](https://reader030.vdocuments.us/reader030/viewer/2022032612/56649ecb5503460f94bd9748/html5/thumbnails/24.jpg)
Other Skills Needed…
– Creativity– Initiative– Good judgment– Problem solving/Research skills– Outgoing personality/Self confidence– Enthusiasm for motivating people– Maturity– Resistance to stress– Flexibility– Decisiveness