chapter 01
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TRANSCRIPT
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CHAPTERCHAPTER 11What Is Sports and Entertainment Marketing?
1.11.1 Marketing Basics
1.21.2 Sports Marketing
1.31.3 Entertainment Marketing
1.41.4 Recreation Marketing
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LESSON 1.1LESSON 1.1
Marketing Basics
GOALSGOALSDescribe the basic concepts of
marketing.Define the seven key marketing
functions.
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Marketing Concepts
What 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 Needs
Primary focusIdentify customer needsDevelop productsOperate a business profitably
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Key Marketing Functions
Product/service managementDistributionSellingMarketing-information managementFinancingPricingPromotion
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LESSON 1.2LESSON 1.2
Sports Marketing
GOALSGOALSDefine 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 Market
Target market—a specific group of people you want to reach
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How to Find a Target Market
Disposable income—income that can be spent freely
Demographics—specific customer information
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Spending Habits of Fans
TicketsClothing or equipmentFoodTravel
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Marketing Strategies
Sports logos on clothingNew sports, new opportunitiesGross impressionTiming
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Sports Logos on Clothing
Fan loyaltyIncreased valueFeeling of success
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New Sports, New Opportunities
Arena footballTelevision broadcastsSponsorships
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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
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LESSON 1.3LESSON 1.3
Entertainment Marketing
GOALSGOALS 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 Marketing
The 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 Accelerated
Improvement of technologyEase of distribution to the massesEvolution of entertainment mediaThe Internet
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The Big Eye in Every Room
The early days of television and marketing
Television’s increasing influenceEntertaining the customer
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The Early Days of Television and Marketing
The 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 Influence
Major national corporations began to advertise
Ad pricing tied to ratings or number of viewers
Appeal to a mass audience
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Entertaining the Customer
Instant feedback from the customerMarketing mix of reality shows is uniqueMarketing mix fine-tuned based on
customer input
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LESSON 1.4LESSON 1.4
Recreation Marketing
GOALSGOALSApply the marketing mix to recreation
marketing.Describe marketing for the travel and
tourism consumer.
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Recreational Sports
Recreation—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 Potato
Time and moneyLessonsPracticeEquipmentTravel
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A Better Image
Ladies Professional Golf Association (LPGA)
Promotion of a strong image to draw sponsors and a broader audience
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Travel and Tourism
Tourism—traveling for pleasureData miningRelax and smell the roses
Niche travel—recreational travel or tours planned around a special interest
Complete travel packages/tours