Download Think about it… - Holland Public Schools

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Athletes and entertainers play a prominent role
in marketing by endorsing products and
services.
People like to be indentified with celebrities
and sports stars. Product endorsements by
famous people are good marketing strategies.
1.
2.
Identify four advertising campaigns that
feature celebrities or athletes. Discuss
how the campaigns have affected your
thinking about the products.
If you were in the market for those
products would you buy the celebrityendorsed brands? Why or why not?
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Why do companies spend large amounts of
money to have famous people endorse their
products?
Unit 1
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Marketing
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Planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual
and organizational objectives
Simple Definition
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The creation and maintenance of satisfying
relationships
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What is the primary focus of marketing?
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The primary focus of marketing is to satisfy the
customers needs.
To satisfy a customers needs:
Part 1 – Identify your customers needs
– Part 2 – Develop products that customers consider
better than other choices
– Part 3 – Operate your business profitably
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If you do these well, you can market
successfully
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A huge industry offering numerous products
and services.
Busy individuals and families must carefully
choose which sports and entertainment
activities and events they will enjoy with their
limited time and financial resources.
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Must do the following:
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Assess consumer demand
Assess competition
Assess the financial value of the goods and services
they offer
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Do you realize how much it costs to attend a
major league baseball game?
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In 2006, a family of four could expect to pay an
average of $352 to attend one Chicago Cubs baseball
game.
This price includes four tickets, parking, four hot
dogs, four drinks, two programs, and two souvenir
caps.
Sports marketers keep track of costs to
maximize attendance while still making a
profit.
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Marketing Mix
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Product, distribution, price, and promotion
How does the marketing mix fit with the super
bowl?
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Product Price Distribution Promotion -
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The Marketing Mix example in Sports
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The Super Bowl
 Product – Best teams play (AFC vs NFC)
 Price – Tickets range from $400-$800
 Distribution- Selecting a host city, must be near a major
airport, highway, and have sufficient accommodations
 Also involves ticket sales (Ticketmaster, Internet)
 Promotion – Commercials, Newspapers, Sports
Magazines, contests, etc.
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State Fairs
Product – offer livestock, shows, domestic and
commercial exhibits, carnivals, music and
entertainment (wide array for max attendance)
 Price – Charge enough admission to make a profit
while still attracting good attendance
 Promotion – Advertisements on radio stations and in
newspapers, TV commercials if affordable.
 Distribution – Location of the fair and where tickets
can be purchased. Usually in a Central Location
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Distribution
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Marketing-Info Management
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Determining the best way to get a company’s
products or services to customers
Gathering and using information about customers to
improve business decision making
Pricing
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The process of establishing and communicating to
customers the value or cost of goods and services.
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Product /Service Management
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Promotion
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Designing, developing, maintaining, improving, and
acquiring products or services for the purpose of
meeting customer needs and wants
Using advertising and other forms of
communication to distribute information about
products, services, images, and ideas.
Selling
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Any direct and personal communication with
customers to satisfy their needs and wants
1.
Listed below are some items that could be sold
at a sporting event. Please choose 2 and come
up with a marketing mix for each one.
Food and Drink Items
Foam Finger
Hats
Shirts/Jerseys
Other
2.
3.
List and provide an example of each core
standard of marketing.
Think of one of your recent purchases. List
and describe how the six core standards of
marketing were involved with the purchase.