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Sports and Entertainment
Chapter 1
What is Sports and Entertainment
Chapter 1.1
Marketing Basics
What is Marketing?
 Planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual
and organizational objectives
 Put Simply
Create a Product
Market the product for as long as it exists
Meet the needs of your customers
A mutually beneficial exchange relationship exists
 Customers give money, businesses give a produt
The Marketing Mix
 Defines how a business will go about a
marketing plan
 Blends the 4 P’s of Marketing
Distribution (Place)
 What a business offers customers to satisfy
Can be a product such as basketball shoes
Can be a service like video rentals
 Market First vs. Product First
Can you think of an example of each?
DVD Burners…Market First
Singing Wide Mouth Bass …product first
Which is a more sound business practice?
Distribution (Place)
 Locations and methods used to make
products available to customers.
 What are a few of these methods?
Direct…Dell, Gateway,
Indirect…Department Stores, Grocery Stores
 What are some advantages of each of these?
 The amount customers pay in exchange for your
product or service
 What happens if…
Price too low?
Price too high?
 What are a few things that keep price levels fair?
 Anti-trust laws
 Competition
 Technology..more efficient production methods
 Ways to encourage customers to purchase
products and increase customer satisfaction
 Can include
Personal Selling
Public Relations
Key Marketing Functions
 Page 6 in Text
Product/Service Management
Marketing-Information Management
Chapter 1.2
What is Sports Marketing
What is Sports Marketing?
 Opening Act (pg. 9) discussion
 Spectators of sporting events are potential
consumers of a wide array of products;
 Definition -- finding out customer interests
and planning a good or service that they will
buy, using sports to market the product
The Target Market
 What is a target market?
Specific Group of people you want to reach
 How do you find a target market --
demographic research
Age, education level, attitudes/beliefs,
 People buy because of past experience,
referral by family/friends, id with an attitude;
what else????
Spending Habits of Fans
 Research these habits to maximize profits on items
purchased at sporting events
 Price willing to pay for a ticket
depends on interests, national importance of event,
popularity of athletes, rivalry, etc.
 What affects price your willing to pay for team
Marketing Strategies
 In order to be competitive today, companies
need to stay ahead
 Use creative promotion to attract attention
 Other strategies
Logos on clothing
Creating New Sports
X Games
Gross Impression
Marketing Strategies
 Gross impression -- number of times per advertisement,
game, or show that a product is associated with an
athlete, team, or entertainer (subtle)
 logos on uniforms
 brands used on tv, movies, etc.
 Motorola Headsets during NFL games
 Timing
 fans want to id with a winner
 streaks
 continued winning records
 trends must be monitored
 marketing needs to be unique
Chapter 1.3
Entertainment Marketing
Entertainment For Sale
 We all have a limited amount of free time and
disposable income
 Entertainment Marketing is aimed at getting
us to spend both of the above in specific
What is Entertainment?
 Whatever people are willing to spend their
time and money viewing instead of
participating in
Movies, the Arts, Sporting Events, TV, etc..
Our personalities will control what we feel is
Modern Entertainment Marketing
 Early 1900’s- Theater, Concerts, Ballet were
the major forms of entertainment
The only forms of marketing were posters,
newspapers, magazines, and word of mouth
 1927- First movie with sound in the US…The
Jazz Singer
 1928- Mickey Mouse is animated…10 years
later, Snow White is first full length animated
 1955- DisneyLand opens in California
Change Accelerated
 Technology has contributed to the explosion of
Entertaiment Marketing
Radio, TV, Internet, Billboards, Busses, Taxis,
Corporate Sports Stadiums (United Center)
 The Big Eye in Every Room
 Television provided access to the homes of consumers
 In 1945, only 9 stations and 7,000 working TV sets in
the US
 American Association of Advertising formed
 1946- NBC and Gillette stage first major sports event
 Heavyweight Boxing….considered a Major success
because 150,000 people watched!!
TV’s Influence on Marketing
 TV added Real Life..sound and movement to
 The Rate for TV ads became tied to the
number of viewers a program attracted
 By 1996, 223 Million TV sets in the US
 Advertisers spent $42.5 Billion on television
ads in 1996
Chapter 1.4
Recreation Marketing
Recreational Sports
 Aimed at steering consumers away from home based
Golf, Tennis, Hiking, Bowling, etc..
 Travel and Tourism also considered recreational
 Recreation is defined as: Renewing or Rejuvenating
your mind and body with play or amusing activity
 Recreational Activities: those involved with travel,
tourism, and amateur sports not associated with an
educational institution
Not for the Couch Potato
 Many Rec. Sports require an investment of
both time and money
Need to purchase equipment, join leagues,
practice, etc…
What recreational activities are popular among
A Better Image
 Want to Go Bowling???
Most Popular Rec sport in US
55 mil people bowled during 1997
Most will watch bowing on TV
 Huge market for advertisers
The sport lacks excitement and youth
Tiger Woods credited with “saving” golf
Travel and Tourism
 The worlds largest industry
 Employs 130 Mil people worldwide
 Defined as traveling for pleasure, either
independently or Tour-based
Vacations, honeymoons, family reunions (most given
reason for traveling), etc.
 Data Mining
 Gathering information about customers
 When, where, and how people travel
 Can gear promotions and advertising around the data
Niche Travel
 Traveling or touring for a specific reason
Visiting all the Museums in Europe
Touring National Parks in the US
Visiting all Baseball stadiums in the summer
Spring Break Packages for students
 Packages/Tours are put together to meet the
needs of its clients