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What is Sports &
Entertainment Marketing?
1.1 Marketing Basics
Riverton High School
Mrs. Morrey
OBJECTIVE
• Describe the basic concepts of
marketing.
• Explain the marketing mix.
• Define the six core standards of
marketing.
Opening Act…
Athletes and entertainers play a prominent role in
marketing by endorsing products and services.
Product endorsements by famous people are
good marketing strategies.
• Identify four advertising campaigns that feature
celebrities/athletes.
– How are the campaigns affect by the endorsement?
– Would you by the product because of the
endorsement?
Celebrity Endorsements
Celebrity Endorsements
Celebrity Endorsements
Celebrity Endorsements
Celebrity Endorsements
What is MARKETING?
• Marketing is planning and executing
the conception, pricing, promotion and
distribution of ideas, goods and
services to create exchanges that
satisfy individual and organizational
objectives.
MARKETING IS MUCH MORE THAN
ADVERTISING!
SIMPLE DEFINITION
Marketing is the creation
and maintenance of
satisfying exchange
relationships.
MARKETING
• CREATION  Product development
• MAINTENANCE  Marketing must
continue as long as product is available
• SATISFACTION  Needs of business and
customers must be met
• RELATIONSHIPS  Business and
customer give and receive something of
value.
Focus of Marketing
Customer needs should be the primary focus
of marketing. To satisfy customers’ needs you
need to perform three basic tasks.
•Identify your needs and customer needs
•Develop products that customers consider
better than other choices
•Operate your business profitably (make more
money than you spend)
4 Ps of Marketing
THE MARKETING MIX
THE MARKETING MIX
PRODUCT is what a business offers customers
to satisfy customer needs.
• Goods  Something that can be touched or
held
– Food, clothing, furniture, toys, etc.
• Services  Actions
– Haircuts, lawn mowing, cleaning,
babysitting, teaching, etc.
THE MARKETING MIX
PLACEMENT or DISTRIBUTION involves the
locations and methods used to make products
available to customers.
• Examples:
–
–
–
–
–
–
Retail
Dealer
Internet
Salesman
Catalog
Ticket Sales
THE MARKETING MIX
PRICE is the amount that the customer
pays for goods or services.
PROMOTION describes ways to make
customers aware of products and
encourage them to buy.
(ADVERTISING).
THE MARKETING MIX
THE MARKETING MIX
Example of the Marketing Mix
The Super Bowl is the sporting event of the year. This billiondollar event results in large sums of money from sponsorships
and ticket sales.
What is the PRODUCT?
What is the PLACEMENT/DISTRIBUTION?
What is the PRICE?
What is the PROMOTION?
Super Bowl Marketing Mix
What is the PRODUCT?
• The game matching the best teams in the American
Football League and the National Football League.
What is the PLACEMENT/DISTRIBUTION?
• Selecting a host city that is easily accessible by all fans.
What is the PRICE?
• $400-600 initial offering
What is the PROMOTION?
• Television commercials, newspapers, magazines,
product contests.
CORE STANDARDS OF
MARKETING
CORE STANDARDS OF
MARKETING
DISTRIBTUTION: Determining the best way to
get a company’s product or services to
customers—Product from Producer to
Consumer.
•Transportation
•Warehouse/Distribution Centers
•Retailers
•Internet Sales
•Phone Sales
CORE STANDARDS OF
MARKETING
MARKETING-INFORMATION MANAGEMENT is
gathering and using information about
customers to improve business decision
making.
• Interviews
• Surveys
• Questionnaires
• Focus Groups
CORE STANDARDS OF
MARKETING
PRICING is the process of establishing
and communicating to customers the
value or cost of goods and services.
• Prices are based on DEMAND
What would happen if the price of a good
or service was too high?
CORE STANDARDS OF
MARKETING
PRODUCT/SERVICE MANAGEMENT is
designing, developing, maintaining, improving
and acquiring products or services for the
purpose of meeting customers’ wants and
needs.
Fisher Price tests new toy ideas with children and parents to
make sure kids will enjoy playing with toys.
Burger King tested Mac-Cheetos during the summer to see if
customers would like the new menu item.
CORE STANDARDS OF
MARKETING
PROMOTION is the use of advertising
and other forms of communication to
distribute information about products,
services, images and ideas to achieve a
desired outcome.
How have you found about a concert or televised sporting event?
How do you know your favorite artist is releasing a new CD?
Have you ever used a coupon for special pricing or rates?
CORE STANDARDS OF
MARKETING
SELLING is any direct and personal
communication with customers to assess
and satisfy their needs and wants.
• Face to Face
• Phone
• Internet
CORE STANDARDS OF
MARKETING
FINANCING requires a company to
budget and plan for its own marketing
activities and to provide customers with
assistance in paying for the company’s
products and services.
•Sponsors
•Investors
•Payment Options for Customers