* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Chapter 10 Recreation Marketing - Cal State LA
Bayesian inference in marketing wikipedia , lookup
Sales process engineering wikipedia , lookup
Neuromarketing wikipedia , lookup
Food marketing wikipedia , lookup
Target audience wikipedia , lookup
Marketing channel wikipedia , lookup
Marketing communications wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing research wikipedia , lookup
Target market wikipedia , lookup
Digital marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Advertising campaign wikipedia , lookup
Viral marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Direct marketing wikipedia , lookup
Green marketing wikipedia , lookup
Global marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
SPORTS AND ENTERTAINMENT MARKETING CHAPTER 10 Recreation Marketing 10.1 Recreational Sports 10.2 Travel and Tourism 10.3 Resorts and Theme Parks 10.4 Recreation Marketing Careers SLIDE 10 SLIDE 1 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING LESSON 10.1 Recreational Sports GOALS Explain marketing strategies based on changing demographics. Apply market information to recreational events. SLIDE 10 SLIDE 2 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Fitness and Fun Facilities versus wilderness Recreational space for local residents Environmental impact Must balance needs Managing customer information Customer database Product planning and promotion SLIDE 10 SLIDE 3 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Is Fitness a Trend? Changing demographics Senior Olympics Participation of youngsters SLIDE 10 SLIDE 4 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Event Marketing Sponsorship The future is here Inline skating Mountain biking Snowboarding SLIDE 10 SLIDE 5 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Snowboard Madness Sport continues to grow Indoor snowboard facilities Marketers looking for new areas SLIDE 10 SLIDE 6 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING LESSON 10.2 Travel and Tourism GOALS Explain the importance of the travel and tourism industry to sports and entertainment marketing. Describe how technology has changed travel marketing. SLIDE 10 SLIDE 7 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Road Trip Travel and tourism supporting business Traveling to sporting events SLIDE 10 SLIDE 8 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING The Products Transportation Accommodations Meals Other attractions SLIDE 10 SLIDE 9 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Travel Technology Online tickets sales and reservations e-tickets—electronic tickets SLIDE 10 SLIDE 10 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Lean Times for Travel Agencies Traditional ticket distribution channel until recently Newer channel is direct sales through web sites SLIDE 10 SLIDE 11 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Price Versus Convenience Online travel service Priceline.com SLIDE 10 SLIDE 12 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Small World The business traveler Major source of profit for the travel industry Airline member-only clubs The tourist Self-indulgence travel Cultural travel Activity tours Reality tours SLIDE 10 SLIDE 13 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Ecotourism Ecotourism—responsible travel to natural areas that conserves the environment and sustains the well-being of local people Fast-growing segment of travel industry SLIDE 10 SLIDE 14 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING LESSON 10.3 Resorts and Theme Parks GOALS Understand the importance of partnerships between airlines and recreation destinations. Discuss the popularity of halls of fame as destinations. Explain the marketing strategies of theme parks and resorts. SLIDE 10 SLIDE 15 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Traveling to Destinations Short-haul destinations Low seasons Getting there is half the fun Resorts and theme parks depend on airlines to bring customers to them Partnerships to coordinate efforts Resort tech Online sales strategies Direct sales of tickets and hotel rooms SLIDE 10 SLIDE 16 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Halls of Fame Travel destination Sports and non-sports interests A hall is not always a hall No specifications for the site of a hall of fame Must attract visitors Promotion by word of mouth A complete destination SLIDE 10 SLIDE 17 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Resorts and Theme Parks Popular tourist destinations Theme parks are family-oriented Resorts aimed at adults Children have a major influence on choice of destination SLIDE 10 SLIDE 18 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Theme Park Central Disney is the world leader in the theme park industry Tiering for premium services Creating an attraction requires customizing SLIDE 10 SLIDE 19 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING It’s Not Orlando Amusement parks in China Inadequate or inaccurate marketing information about potential customers SLIDE 10 SLIDE 20 © SOUTH-WESTERN/THOMSON LESSON 10.4 SPORTS AND ENTERTAINMENT MARKETING Recreation Marketing Careers GOALS Describe careers in recreation marketing. Develop a recreation marketing career plan. SLIDE 10 SLIDE 21 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Building a Career Planning the trip Wide selection of career paths Research jobs and what they require What’s out there? Marketing positions in every firm in the recreation business Searching for jobs using the Internet Research national travel agencies SLIDE 10 SLIDE 22 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Getting Ready What’s school got to do with it? Education requirements Tech Prep program How About the Real Thing? Internships Part-time work Job shadowing —spending active work time with someone in a certain job or career SLIDE 10 SLIDE 23 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING People Skills Are Critical Manage your behavior Adopt appropriate behavior for success SLIDE 10 SLIDE 24 © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING Recreation Marketing Careers Recreation marketers needed to develop and execute the seven marketing functions Communication and presentation skills Most positions require a bachelor’s degree Salary and perks SLIDE 10 SLIDE 25 © SOUTH-WESTERN/THOMSON