What Is Sports and Entertainment Marketing?

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1 1 What Is Sports and Entertainment Marketing?

2 WHAT IS MARKETING? Marketing the creation and maintenance of satisfying exchange relationships Four Parts of Marketing Creation Maintenance Satisfaction Exchange Relationship

3 WHAT IS MARKETING? Creation Production Development Maintenance Must continue as long as a business operates. Satisfaction Must meet the needs of both businesses and customers. Exchange Relationship Both parties involved give and receive something.

4 Satisfying Customer Needs Identify your customer and the needs of your customer Develop superior products Operate your business profitably

5 Sports and Entertainment Marketing Marketers of sports and entertainment marketing must assess: 1. Consumer demand 2. The competition 3. The financial valuation of the goods and services they offer

6 What is marketing? Page 5 Marketing is the creation and maintenance of satisfying relationships.

7 THE MARKETING MIX Marketing Mix How a business blends the following four elements Product Distribution (Place) Price Promotion

8 THE MARKETING MIX Product what a business offers to satisfy needs goods and services Distribution the locations and methods used to make products available to customers

9 THE MARKETING MIX Price amount customers pay for products Promotion ways to make customers aware of products encourages customers to buy

10 Marketing Mix Considerations Discretionary income the amount of money individuals have available to spend after paying for necessities Striking the right balance between price, distribution and promotion is important.

11 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 NFC. 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.

12 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

13 Page 8 What are the elements of the marketing mix?

14 CORE STANDARDS OF MARKETING Core Standards of Marketing The foundation of all marketing activities Distribution Marketing-Information Management Pricing Product/Service Management Promotion Selling

15 CORE STANDARDS OF MARKETING Distribution Distribution involves determining the best way to get a company s products and services to customers.

16 CORE STANDARDS OF MARKETING Marketing-Information Management gathering and using information about customers to improve business decision making -

17 CORE STANDARDS OF MARKETING Pricing the process of establishing and communicating to customers the value or costs of goods and services

18 CORE STANDARDS OF MARKETING Product/Service Management designing, developing, maintaining, improving and acquiring products or services to meet customer needs

19 CORE STANDARDS OF MARKETING Promotion using a variety of communication forms, including advertising, to distribute information about products, services, images and ideas to achieve a desired outcome

20 CORE STANDARDS OF MARKETING Selling any direct and personal communication with customers to assess and satisfy their needs

21 CORE STANDARDS OF MARKETING Financing A company must budget for its own marketing activities and provide customers with assistance in paying for the company s products and services.

22 Page 10 List and provide an example of each core standard of marketing.

23 Lesson 1.2 Sports Marketing

24 WHY SPORTS MARKETING? Sports Marketing using sports to market products Demographics common characteristics of a group age, marital status, income, education -

25 New Sports, New Opportunities Continual innovation provides new opportunities Extreme sports Arena football

26 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 -

27 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.

28 P. 14 Why are gross impression and timing important in sports marketing?

29 THE VALUE OF SPORTS MARKETING Sports marketing is a multi-billion-dollar global industry that has a definite impact on the economy.

30 Emotional Value Emotional connections to teams motivate fans to buy tickets to games.

31 So Many Channels High profile sporting events generate strong promotional revenues for broadcasters.

32 P. 15 Name three ways that sporting events help boost the local economy and/or national economy.

33 Lesson 1.3 Entertainment Marketing

34 ENTERTAINMENT FOR SALE Entertainment Marketing Influencing how people choose to spend their time and money on entertainment

35 What Exactly is Entertainment? Entertainment Whatever people are willing to spend their money and spare time viewing rather than participating in -

36 P. 18 What are the two ways of looking at entertainment marketing?

37 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 from their audiences.

38 The Beginning of Change Disneyland represented a new approach to the marketing mix of entertainment. Movies = Theme Parks

39 The Big Eye in Every Room The Early Days of Television and Marketing TV changed the marketing of entertainment in a profound way. Television s Increasing Influence Ratings The number of viewers the programming attracted

40 Change Accelerated Technology improvements, including the internet, have facilitated distribution of sports and entertainment to the masses.

41 Technology and Customer Feedback Audiences can use a variety of communication technologies to provide entertainment feedback. -

42 P. 22 Name a few benefits of television to marketers and advertisers.

43 Chapter Review p. 11 Encore # s 1-2 p. 16 Encore # s 1-2 p. 22 Encore # s 1-2 p. 24 Chapter 1 Assessment # s 1-12

44 Collecting Chapter 1 Intermission Questions (7)

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