Download SEM I 1.02

SEM I 1.02
Understand SEM’s role/function
in business to facilitate economic
exchanges with customers.
ATHLETES

Sanctioning bodies are the groups or
organizations that regulate sports & the
sports participants. They establish the
rules that the athletes must follow.
For example, the National Collegiate
Athletic Association (NCAA) regulates
college athletes, and the Professional
Golfers' Association (PGA) governs
professional golfers.
PROFESSIONAL ATHLETES
Professional athletes are paid. In many cases,
playing the game is their occupation. Whether
they are minor or major league players, they are
compensated for their work.
Many professional athletes dedicate their lives to
their chosen sport and play for as long as they
are physically able.
Examples of professionals for whom the game is
their occupation are Sammy Sosa, Shaquille
O'Neal, and Eddie George. Games played by
professionals are often expensive to attend rather
than free.
AMATEUR ATHLETES

Amateurs usually play for
enjoyment, and many of their
events are not attended by the
public.
SPECTATORS/FANS
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These participants are the observers of
the sporting event. They are as important
a part of the event as the athletes
themselves.
The fans who attend games help create
the excitement/enthusiasm that make the
games what they are. These fans also
contribute to the overall experience of
those who watch or listen to the games
by way of television or radio.
PROMOTING SPORTS

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Sports marketing is all the activities
involved in pricing, promoting, and
distributing the sport event. Making
people aware of the sport event is one
aspect of marketing.
Distributing information about a NASCAR
race is a form of promotion that
encourages potential customers to buy
tickets to the event or to view the race on
television.
MARKETING – SPORTS
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Delivering exercise bikes to retailers
is part of marketing sport products.
Selling food products to a
concession stand is the marketing
of products to sports.
Holding a race for a charitable
organization is marketing other
services through the use of sport.
EVENT MARKETING
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Event marketing is unique because it involves
promoting/selling an intangible product, such as a
concert or car race, that is immediately consumed
by the customers and cannot be resold.
Event marketers promote games/events that take
place at a specific time, and once they are over,
the products no longer exist.
If sales are poor for an event, a marketer does
not have an opportunity to resell.
MASS – TARGET – DIRECT
MARKETING
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Mass marketing is designing products and
directing marketing activities in order to
appeal to the whole market.
Target marketing is the identification and
selection of markets for a business or for
a product.
Direct marketing involves contacting
consumers directly.
UNIQUE EXPERIENCE
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Event marketing involves promoting/selling a unique
experience that takes place at a certain time and then
no longer exists. Events are intangible products, such
as concerts and meetings, which are consumed
immediately and cannot be resold.
Marketing such products is often complicated because
the benefits of buying unique experiences may be
difficult to explain to potential customers. Events are
intangible products. They are perishable because they
are produced and consumed at the same time.
Event marketers usually focus on the emotional appeal,
rather than the physical appeal, of the products
because the products are intangible.
EVENT MARKETING
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An event is a gathering/activity. Event marketing is the process of
planning & executing the conception/promotion of gatherings or
activities that satisfy individual or organizational objectives.
Examples of events are corporate awards dinners, fund-raising events
for charities, dramatic plays, and musical concerts.
A characteristic of an event is that it is produced and consumed at
the same time—it is an experience. The experience may or may not
include planned intervals (e.g., intermission), and different groups of
people are often involved in the experience.
For example, the Academy Awards ceremony is an event involving
several groups including the actors, movie producers, and screenplay
writers who attend the ceremony, as well as the fans who watch it on
TV. Some fans and participants become quite emotional during certain
events.
REVIEW
25. NCAA & PGA are examples of:

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

A. labor unions.
B. Trade associations
C. sanctioning bodies.
D. professional societies.
25. NCAA & PGA are examples of:




A. labor unions.
B. Trade associations
C. sanctioning bodies.
D. professional societies.
26. One of the main differences between pro and
amateur athletes is that for the pros, the game is
often



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A. their occupation
B. Closed to the public
C. free of charge.
D. played for enjoyment.
26. One of the main differences between pro and
amateur athletes is that for the pros, the game is
often




A. their occupation
B. Closed to the public
C. free of charge.
D. played for enjoyment.
27. Which of the following help create
excitement/enthusiasm that make the games what
they are?

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A. Team owners
B. Coaches
C. Trainers
D. Spectators
27. Which of the following help create
excitement/enthusiasm that make the games what
they are?




A. Team owners
B. Coaches
C. Trainers
D. Spectators
28. Which of the following is an
example of marketing the sport event:



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A. Holding a race for a charitable
organization
B. Selling food products to a
concession stand
C. Delivering exercise bikes to
retailers
D. Distributing information about a
NASCAR race
28. Which of the following is an
example of marketing the sport event:




A. Holding a race for a charitable
organization
B. Selling food products to a
concession stand
C. Delivering exercise bikes to
retailers
D. Distributing information
about a NASCAR race
29. Promoting/selling an intangible product that is
immediately consumed & cannot be resold is a
unique characteristic of ________ mktg.?



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A. target
B. mass
C. Event
D. Direct
29. Promoting/selling an intangible product that is
immediately consumed & cannot be resold is a
unique characteristic of ________ mktg.?




A. target
B. mass
C. Event
D. Direct
30. One characteristic of event marketing
involves promoting and selling a(n)




A. tangible product.
B. unique experience
C. nonperishable item.
D. physical appeal.
30. One characteristic of event marketing
involves promoting and selling a(n)




A. tangible product.
B. unique experience
C. nonperishable item.
D. physical appeal
31. A characteristic of an event is that it
is produced & consumed:
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A. during planned intervals.
B. at the same time
C. by the same group of people.
D. in unemotional ways.
31. A characteristic of an event is that it
is produced & consumed:



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A.
B.
C.
D.
during planned intervals.
at the same time
by the same group of people.
in unemotional ways.