Download Link to SEM II Lesson Plan 4-16 thru 4-20-12 #12

SEM II
LESSON PLANS
COMPETENCY:
OBJECTIVE:
5.00
5.02
4-16 thru 4-20-12
SPH
Analyze consumer behavior in sports and entertainment marketing.
Explain product positioning.
DAY 1 and 2 – 4-16 thru 4-17-12
WARM-UP Quia Activities of Choice on 5.00
EQ: ? What is the difference between intrinsic factors and extrinsic factors?
ACTIVITY 1: We will revisit notes on 5.02 - - Tuesday we will test on 5.01 and 5.02. Student to complete the following
exercise as a review of 5.01 and 5.02 – using notes and ppt slides on the class website:
SEM II 5.01 and 5.02 Exercise
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Relieving stress at a hockey game - what factor?
Finds watching world class golf exhilirating - what factor?
Lucas is going to participate in charity to network
Attending Carolina Opry at Christmas - what factor?
Attend the Reniassance Festival - what factor?
Mktg staff appealed to which motivation on completion of resort
Consumers unaware of deep sea fishing packages
Alabama Theater honored vets - which level of consumer motivation
Bill booked a cruise exp. With his travel agent - consumer motivation?
Wachovia Championship tickets can be purchased on-line - motivation?
Getting a consumer to think of a product in a certain way:
Parents of college students are targeted for season ticket sales:
Charter fishing consumers enjoy fishing off-shore - which element?
Targeting a market based on where a consumer lives:
Segmentation based on fan loyalty:
Target mkt. is selected on customer loyalty and product satisfaction
When several elements are brought together using different variables
Combining multiple elements to define a market is known as:
Hot Topic's teen market is smaller than the traditional retailer.
Positioning the same product differently to a variety of markets:
Objective to pursue with uninformed consumers is to:
Objective to pursue with informed consumers it to promote:
Consumers identify with a particular product:
Objective to pursue with consumers motivated by preference is to create goodwill and:
Objective used to pursue consumers motivated by action is to:
The desire to attend an event must be translated into the:
Consumer's percept impacts:
Consumers' perceptions are based on:
Products should be positioned based on:
Niche market is usually an:
Product life cycle - stimulate interest and create awareness:
Stress benefits of the product over the competitor's products - which stage?
Repositioning a product occurs in this stage: (consumers may be losing interest)
Greatly reduce marketing efforts or drop product due to poor sales
Consumers may be loyal to Jo Lo and attend as many concerts as possible - what segmentation?
Hybrid segmentation based on lifestyle and education:
Psychodemographic segmentation: wealthy, educated people enjoy playing:
Mountain Dew sponsors this type of sports - such as skateboarding:
Multi-positioning: Dell computers would market to a mature market by promoting:
Multi-positioning: Dell computers would market to the Tween market by promoting:
Consumers get tired of a product - find a new market for the product - which stage?
Drop product due to poor sales - which stage?
Captain Wilbur's determined customers only knew of a couple of the fishing packages they offer:
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Action
Action
Behavioral
Behavioral
Behavioral
Decline
decline
Demographic
Differentiate the produ
Experience
extreme
Extrinsic
Features and benefits
Geographic
golf
Growth
Hybrid
Hybrid
Image
Image
Inform the consumer
informed - need to lea
instant messaging
Intrinsic
Intrinsic
Introduction
maturity
maturity
Multi-position strategy
Niche marketing
Occasional
Occasional
Owner must appeal to
Positioning
Preference
Preference
psychodemographic
Psychographic
Purchase of tickets
Reinforce the buying d
sharing of family phot
underserved market
Uninformed consume
DISCUSSION
ACTIVITY 2: Based on the knowledge you have gained to-date regarding sports and entertainment mktg., complete the
exercise below filling in the blanks with terms you think apply:
Just What is Sports Marketing?
The business of sports (or sports marketing) is made up of distinct segments. The major elements are as follows:
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Agents/Athletes
Broadcasters
Buyers/Sponsors
Event Management/Operations
Facilities/Venues
Promoters
Rights Holders
A brief review of these segments reveals the unique interaction and, to a large extent, interdependence of these
diverse groups of people, events and buildings.
_______ _________ include entities such as; the International Olympic Committee, NFL, NCAA, Major
League Baseball, National Basketball Association, United States Olympic Committee and others. These
organizations own and control events (competitions), which have value to television broadcasters. Television
broadcasters in turn, bid for the right to telecast these events and many times bid against each other for the
programming rights, thus driving up the revenues (rights fees) to the Rights Holders.
__________ then package and promote the events to a television audience and they count on advertisers to pay
fees for commercial time when the broadcast is aired. Profit on these broadcasts is usually substantial, thus
justifying the fees paid by the networks.
_____________ are required to stage the events and the host team or facility also needs to make a profit. This
model is particularly evident in professional sports where the local team sells in stadium advertising and tickets
and, on occasion, local broadcast rights, thus providing additional revenue to the host team or facility or owner.
____________ frequently create their own events. Don King has been the consummate sports promoter by
packaging professional boxing events in large venues and negotiating television rights and signing the athletes
to fight for a large prize purse.
____________ pay enormous amounts of money to advertise their messages on the air, in stadiums/venues, on
radio and in hospitality at the various events. The Olympics and NASCAR have been particularly successful as
corporate entertainment venues. Of course, one should not ignore the _____ _______, Wimbledon, the
Kentucky Derby and other single day events, as corporate entertainment opportunities.
And, in almost all cases, there are ________ that perform their artful craft in return for large salaries. Of course,
these enormous salaries would not be possible if not for the tremendous amounts of money paid by the
television networks. Virtually all of the professional athletes are represented by _______, many of them
attorneys, who negotiate salaries, bonuses, deferred compensation packages, endorsements and other fees in
return for a __________ of the total fees. Many of the agents who represent a large number of athletes have
considerable leverage and experience in this field and try to negotiate maximum fees while their athletes
(clients) are healthy and in their prime.
Finally, none of the events can be staged without _________. Management and operations of the sports venues
is a business in itself. The sale of tickets, licensed merchandise, food and beverage and other operational tasks,
generate ________ and create a sense of ___________ around the events. In the case of the Olympics, these
local organizing committees are created for a short duration during which they create their own infrastructure,
rent facilities, organize competitions, sell tickets, stage events and then effectively go out of business, all in the
span of approximately six to seven years.
All of these areas collectively and individually make up the sports marketing industry. And within these areas
are additional elements, such as shoe, equipment and apparel _________, licensing companies, food and
beverage _________, advertising agencies (who create unique commercial messages in association with
sponsorship and television broadcasts), _________ relations companies (who try to position their
clients/sponsors as good corporate citizens and many other supporting players.
It is easy to see how the industry has grown over the years. All one has to do is analyze how much sports
programming is offered on over the air (network) and cable television broadcasts. Rights fees continue to rise
and sponsors continue to pay higher and higher fees for the right to associate themselves with these big events
and the athletes who compete in them. It does not necessarily follow, however, that this growth will continue
unabated. There are signs that this trend has, at the very least leveled off and may be in a slight decline.
________ ratings for all professional sports has been down in recent years and many professional franchises are
struggling financially.
However, the sports marketing industry remains an important and viable part of the national _________ and
consciousness in this country and, indeed, worldwide. World Cup Soccer, the Winter and Summer Olympics,
Alpine Skiing, Formula One Auto Racing and other events are highly viewed by global audiences. That is why
large multinational companies like ________, VISA, Kodak, XEROX and others continue to sponsor these
events.
DISCUSSION
DAY 2 - 4-17-12 Warm-Up on Quia 5.00 Activities of choice
ACTIVITY 1: Students to test on Objectives 5.01 and 5.02.
ACTIVITY 2: After completing Test – students will use ppt slides and notes available on class website to complete a
crossword puzzle. On 5.03 and 5.04.
DISCUSSION
DAY 3 4-18-12
WARM-UP See below
EQ: ? What is the role of an influencer?
COMPETENCY:
5.00 Analyze consumer behavior in sports and entertainment marketing.
OBJECTIVE:
5.03 Coordinate promotional efforts.
Warm-Up Review of previous terms. Match the terms below from past objectives.
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Personal views of ethics
Codes of conduct are designed to improve
recognizing the difference between right & wrong & choosing what is right
What guides how an organization behaves in relationships with others?
Organizations must be without blame and hold themselves to high standards when:
What dictates that corporations must be responsible members of society?
Entrepreneur decided to adopt policy prohibiting co-worker dating. Included in your business’s:
When companies are active, positive members of the community, they are
Entertainer finds "draft" lyrics of a fellow singer & returns the draft instead of using them
Ethical decisions can be:
Improving public perception is part of a:
Social responsibility dictates that corporations must be:
In Brad's Sporting Gear dealings with public, they must be w/o blame & hold themselves
Panther was arrested for DWI - fined $10,000 & suspended for two games - concept:
MLB baseball star decided to add cork to bat to enhance the hit but changed his mind
Recording group found typo in contract increasing amt. promised to them - notified recording
co.
Where Tina would find regulations regarding co-worker interactions
Companies need to be active, positive members of:
The reason the NHL established a code of conduct was to improve:
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are subjective
business operatio
Code of conduct
Code of conduct
Code of conduct
Complex
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Considered to be
dealing with the pu
Ethical decision
ethics
ethics
Example of Ethica
Example of Ethica
Public perception
Responsible mem
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Social responsibili
Social responsibili
The community
To high standards
ACTIVITY 1: Student is to choose a SPECIFIC movie, football game, etc. and fill in the info in the table below. Ask the
students to consider individuals who would fill the roles of influencers, decision-makers, followers and purchasers in the
acquisition of the products.
Audiences include:
a. Influencers. Example: A teenage daughter who wants a ticket to a concert.
b. Decision-makers. Example: The parent that will be deciding on whether the purchase of
the ticket will occur.
c. Followers. Example: The friend who will accompany the daughter to the concert.
d. Purchasers. Example: The parent who will pay for the ticket.
PURCHASE
Movie ticket for ?
Football game ticket
for ?
Fan club membership
for ?
DPAC performance?
INFLUENCER
DECISION-MAKERS
FOLLOWERS
PURCHASERS
Pick a current athletic event of Northern High School and fill in the info. Below:
Event?
Influencer?
Decision-Maker?
Follower?
Purchaser.
ACTIVITY 2:
Students should find three print advertisements (using newspapers in the room) that represent each of the promotional
objectives: to inform, persuade and remind. Ask the students to list characteristics of the product/service/company that is
being advertised, taking into consideration product life cycle, consumer segmentation, market characteristics and recent
purchasing trends.
DISCUSSION
DAY 4 and 5 4-19 thru 4-20-12
WARM-UP Day 4 – Use Quia Activities of choice for 5.00
Day 5 – See bottom of lesson plan.
EQ: ? What factors should markets use when selecting promotional toolsl?
EQ: ? What are the components used when developing a media strategy?
COMPETENCY:
5.00 Analyze consumer behavior in sports and entertainment marketing.
OBJECTIVE:
5.03 Coordinate promotional efforts.
ACTIVITY 1:
Use curriculum notes or ppt slides to fill in the blanks:
B. Discuss the promotional mix.
1. The promotional mix should be ______________ and utilize several promotional tools.
2. Marketers should consider the following when selecting promotional tools:
a. Product _____ _____stage.
b. ___________segmentation.
c. Current market ___________.
d. Consumer decision-making ___________.
3. The promotional mix needs to be reviewed to ensure companies are reaching their intended ________.
C. Methods of designing the promotional budget.
1. Budget allotments.
a. Determine the current budget as a stand-alone budget, aside from the entire ___________ budget.
b. The budget from the previous year and ________ _________are not taken into consideration.
2. Imitation of competitors.
a. Budget is set up to ___________competitors.
b. Example: McDonalds funded the Ronald McDonald House and other _____________ restaurants followed
with their own efforts.
3. Proportion of revenue.
a. Allocation of budget based on ____________ figures.
b. Example: Promotion gets 15% of the current years sales revenues to spend the following year.
4. ______________ cost method.
a. Set objectives, determine the costs and work within them.
b. Example: The Carolina Hurricanes devise a promotional plan for a new ad campaign without preparing a cost
analysis. After the campaign is complete, costs are determined for each task in the promotional plan.
D. Develop a media strategy.
1. Media is selected based on the _________ market.
2. Advertisers must look for creative ways to reach their audience and ________ position their product due to
advertising clutter.
3. Venue advertising has increased as changes in ________ allow for frequent changes to signage and sponsors.
4. Product demonstrations and on-site displays are growing in __________.
a. Usually set up as pre-event _____________.
b. Example: Tony Stewart’s Home Depot showcar is on display outside a hospitality tent at the Coca-Cola 600.
5. The Internet offers new and innovative ways to promote products.
DISCUSSION
ACTIVITY 2:
Re: Imitation of competitors. Goodwill efforts of fast-food restaurants. Use the internet to research the following efforts.
Provide the name of the restaurant, purpose of the program, etc.
WIN-SHAPE FOUNDATION
NO KID HUNGRY CAMPAIGN
HIGH SCHOOL HEISMAN
HAVE IT YOUR WAY FOUNDATION
SOUTH CAROLINA FUTURE MINDS
DISCUSSION
ACTIVITY 3:
McDonalds has a director of social media.
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Who is he and what is his background?
What has he put into place today that is successful?
Research to determine a twitter disaster McDonalds experienced.
What social media disaster resulted with PayPal?
What social media disaster resulted with GoDaddy?
ACTIVITY 4:
Universities are using Facebook as a marketing tool for prospective students. Research to see how Butler University is
using it’s mascot to keep sports enthusiasts aware of events. What is their mascot – what is his name?
ACTIVITY 5:
Give students the following scenario:
Athletic endorsements have changed the face of sports marketing. For five of the sports played at your school, select a
team member that would make an effective endorser for the sport. Explain why the individual would be a good choice and
different activities that the student could participate in to promote his/her sport.
DISCUSSION
WARM-UP: MATCH TERMS:
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Agent
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Organization Chart
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A minimum salary,medical disability insurance, and rules for agents are included in:
Air Jordan shoes & clothing are sold in local retail stores. Ex. Of MJ making himself a:
Handlers are used to deal with athletes or entertainers who are:
Hired to deal with difficult athletes or entertainers:
How do agents receive compensation:
In order for RCA to be successful, they must have:
Pro football teams have charts representing the chain of command. Type of chart is
called:
Group of individuals may be influenced by athletes or entertainers who endorse
products?
Paid by teams exceeding salary caps in the NBA - is split among less profitable teams?
What limits the amt. a team may spend on contracts:
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Who is the "true face" of Warner Brothers?
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Who represents athletes & entertainers in negotiations:
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Why would an athlete's agent not want contract disputes published in the media?
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Other players
Salary caps
The employees
They are paid a %
of their client's earnings
They must have
training & development
opps for staff
Would affect the value
& image of the athlete
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Brand
Collective bargaining
Difficult
Handlers
Luxury tax