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SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2 Marketing Basics 2.1 Marketing College Athletics 2.2 Economic Impact of College Athletics 2.3 Amateur Sports CHAPTER 2 SLIDE 1 © SOUTH-WESTERN/THOMSON LESSON 2.1 SPORTS AND ENTERTAINMENT MARKETING Marketing College Athletics GOALS Explain the importance of the NCAA and team rankings to college sports. Define market segmentation. Discuss the growing market surrounding women’s college athletics. CHAPTER 2 SLIDE 2 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Effects of Collegiate Sports A winning team has economic implications for school, community, region, and state Fan expectation Promotion of organization’s goods and services CHAPTER 2 SLIDE 3 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Rules and Rankings National Collegiate Athletic Association (NCAA)—the governing body of most college and university athletic programs Creates and enforces guidelines and rules NCAA Corporate Partners CHAPTER 2 SLIDE 4 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING College Team Rankings Why so much emphasis? #1 has lingering effects CHAPTER 2 SLIDE 5 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Market Segmentation Market segment—a group of individuals within a larger market that share one or more characteristics CHAPTER 2 SLIDE 6 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Five Elements of Market Segmentation Geographic segmentation Demographic segmentation Psychographics Product usage Benefits derived CHAPTER 2 SLIDE 7 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Women’s College Sports NCAA Women’s Enhancement Program Increased fan support Marketing opportunities in women’s sports CHAPTER 2 SLIDE 8 © SOUTH-WESTERN/THOMSON LESSON 2.2 SPORTS AND ENTERTAINMENT MARKETING Economic Impact of College Athletics GOALS Understand the benefits of college sports to the home community. Identify benefits of sponsorship and licensing to a team. Explain the reasons for realignment of college conferences. CHAPTER 2 SLIDE 9 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Benefits to the Community Good for town business Hotels Restaurants Retailers Good for stadium business Food/restaurants Gift shops CHAPTER 2 SLIDE 10 © SOUTH-WESTERN/THOMSON Sponsorships and Licensing SPORTS AND ENTERTAINMENT MARKETING Sponsorships Generating revenue Name-brand apparel Create goodwill Licensing License—the legal right to reproduce a team’s logo in exchange for payment Protect the use of the name and symbols Identify and associate logos CHAPTER 2 SLIDE 11 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Conference Realignment Conference—a group of college athletic teams within the same region Increase revenues Create new rivalries Playoff games generate additional revenue CHAPTER 2 SLIDE 12 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING LESSON 2.3 Amateur Sports GOALS Discuss marketing and sponsoring of amateur sports. Understand the economic benefits of amateur sports. CHAPTER 2 SLIDE 13 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Popularity of Amateur Sports Amateur athlete—someone who does not get paid but plays for enjoyment, challenge, or both CHAPTER 2 SLIDE 14 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Marketing and Sponsoring Amateur Sports Provides significant income for manufacturers Minivan and sport utility vehicle Retro sports jerseys CHAPTER 2 SLIDE 15 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Local Promotion of Amateur Sports Fund-raising charity events High school athletic teams CHAPTER 2 SLIDE 16 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING National Promotion of Amateur Sports Promotion used to elevate the attention of consumers Lance Armstrong and Subaru CHAPTER 2 SLIDE 17 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Economic Benefits Minnesota’s example Minnesota Amateur Sports Commission Create economic development through amateur sports Create maximum opportunity for sport participation Establish Minnesota as a national model for the Olympic and amateur sport movement CHAPTER 2 SLIDE 18 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Economic Benefits of Specific Sports Ice skating Soccer Basketball Baseball and softball CHAPTER 2 SLIDE 19 © SOUTH-WESTERN/THOMSON