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Differences in Differences in Marketing Marketing Section 2.3 Section 2.3

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Page 1: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

Differences in Differences in MarketingMarketing

Section 2.3Section 2.3

Page 2: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

Sports vs. EntertainmentSports vs. Entertainment

The differences can be found in three The differences can be found in three different areas:different areas:

-Consumer Loyalty-Consumer Loyalty

-Product-Product

-Revenue-Revenue

Page 3: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

Consumer LoyaltyConsumer Loyalty

Occurs when consumers are happy Occurs when consumers are happy with a company’s product and with a company’s product and become repeat customers.become repeat customers.

Page 4: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

Consumer LoyaltyConsumer Loyalty

Sports Marketers -Sports Marketers - target a core target a core group of fans group of fans

and and maintain their maintain their loyalty.loyalty.

Entertainment Marketers -Entertainment Marketers - target each target each product product to a well-to a well-defined defined group.group.

Page 5: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

Job of Sports MarketerJob of Sports Marketer

Find a winning team!Find a winning team! Know what consumers want.Know what consumers want. Try to Deliver that product.Try to Deliver that product.

Page 6: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

Job of Entertainment Job of Entertainment MarketerMarketer

Find a winning formula!Find a winning formula! Try to know what consumers want.Try to know what consumers want. Create that product.Create that product.

Page 7: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

ProductProduct

Sports – consistency, stabilitySports – consistency, stability

Entertainment – variability, Entertainment – variability, changeabilitychangeability

Page 8: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

Revenue StreamRevenue Stream

Various types of entertainment Various types of entertainment products lead to a diverse stream of products lead to a diverse stream of revenue.revenue.

One sporting event does not usually One sporting event does not usually produce the same amount of produce the same amount of revenue as an entertainment event. revenue as an entertainment event. (with exceptions)(with exceptions)

Page 9: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

SponsorshipSponsorship

The promotion of a company in The promotion of a company in association with a property.association with a property.

Page 10: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

ExamplesExamples

Corporate boxes in stadiums.Corporate boxes in stadiums.

Stadium naming rights.Stadium naming rights.

Page 11: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

Advertising/BroadcastingAdvertising/Broadcasting

Virtual advertising – Virtual advertising – has created has created revenue for revenue for

sportssports teams and teams and venues.venues.

TV networks make deals with sports TV networks make deals with sports leagues for exclusive rights to leagues for exclusive rights to broadcast games.broadcast games.

Page 12: Differences in Marketing Section 2.3. Sports vs. Entertainment The differences can be found in three different areas: The differences can be found in

ExamplesExamples

NBC – Notre DameNBC – Notre Dame

ABC – NFL Monday night footballABC – NFL Monday night football

CBS – NCAA Basketball tournamentCBS – NCAA Basketball tournament

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