Sports & Entertainment Marketing II

Objective 1.03 Illustrate the use Objective 1.03 Illustrate the use of the marketing mix in sports of the marketing mix in sports and entertainment marketing.and entertainment marketing.

Marketing

The process of developing, promoting, pricing, and distributing products in order to satisfy customers’ needs and wants.

Marketing FunctionsProduct/service management

Pricing

Marketing Information Management (MIM)

Selling

Promotion

Distribution

Marketing MixA combination of decisions a business makes in order to

best reach its target market. Known as the four Ps (product, price, place, promotion).

Marketing Mix (4 Ps)Product - Businesses must decide which products to

offer customers.

Price - The amount a business charges customers for a product.

Place - Having the product available at the right time and location. Also known as distribution.

Promotion - Informing and reminding customers of the products available to them and persuading them to purchase. Promotion includes advertising, personal selling, sales

promotion, and publicity.

ProductsInclude both goods

and services

GoodsGoods are tangible

objects that are useful to consumers.

Examples: tennis rackets, soccer balls, uniforms.

Services

Services are intangible and include tasks or acts performed for a customer for a price or fee.

Examples: Going to a Broadway play or to a NASCAR race.

Sports MarketingThe involvement of sports to develop, promote and

distribute goods and/or services to satisfy the wants and needs of consumers.

Includes sponsorship, endorsements, promotion, and fan clubs.

Professional TeamsBasketball: Charlotte Bobcats

Football: Carolina Panthers

Hockey: Carolina Hurricanes

Collegiate and Scholastic TeamsUNC – University of North

Carolina

Duke University

University of Okalahoma

Ohio State University

Venues: Arenas, Stadiums, Coliseums, Speedways

Time Warner Cable Arena

Lowe’s Motor Speedway

Bojangles Arena

Staples Center

Commercial FacilitiesMarina Boat Land

Health ClubsGold’s Gym

YMCA

Planet Fitness

Ladies Fitness and Wellness

RecreationAerobics

Soccer

Basketball

Swimming

Area parks

CampsTennis Camp

Basketball Camp

Soccer Camp

Camp Thunderbird

Professional Individual SportsPGA

World Tennis Association

PBA

Professional Individual Sports Running

Swimming

Golf

Bowling

Amateur SportsAAU-Amateur Athletic Union

AgenciesMLB-Major League Baseball

NBA-National Basketball Association

NFL-National Football League

NCAA-National College Athletic Association

SEC

ACC

Sport Support ServicesNASCAR Winston Cup Racing Wives Auxiliary

Sporting Goods IndustryNike

Adidas

Under Amour

Sport SponsorsNASCAR Sprint Cup Series

Cadillac sponsoring the PGA Tour

Wachovia Cup Tournament at Quail Hollow Country Club

Sports MediaESPN

Fox Sports Net

Sports Illustrated

Entertainment MarketingInvolves the use of entertainment to

develop, promote and distribute goods and/or services to satisfy the wants and needs of customers.

Music IndustryCapitol Records

Bad Boy Entertainment

Roc-a-fella Records

J Records

Movie IndustryWarner Brothers

Disney

Actors

Theme ParksWalt Disney World

Carowinds

Cedar Point

Radio IndustryFM

AM

Country

Rap

Hip-hop

Jazz

Sirius satellite radio

Film IndustrySundance Film Festival

Television IndustryNBC

ABC

CBS

Cable TV

Dramatic Arts IndustryChildren’s Theatre

Broadway

Belk Theatre

Video Game Industry

X-Box 360

Nintendo Wii

Sony Playstation 3

Fine Arts and Science Industry

Smithsonian Museum

Mint Museum

Night Club IndustryClub Ice

40/40 Club

Rain

Literacy IndustryLibrary

Internet

Books

Casinos IndustryLas Vegas

Reno

Atlantic City

Harrah’s Cherokee Casino

Hobbies/Craft Industry

Southern Christmas Show

Trends in Sports & Entertainment Sports:

Naming Rights X-Games Sport Specific

Channels

Entertainment Internet Web Casts MP3’s DVD’s