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SLIDE 10 SLIDE 1 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTERCHAPTER 1010Recreation Marketing
10.110.1 Recreational Sports
10.210.2 Travel and Tourism
10.310.3 Resorts and Theme Parks
10.410.4 Recreation Marketing Careers
SLIDE 10 SLIDE 2 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 10.1LESSON 10.1
Recreational Sports
GOALSGOALSExplain marketing strategies based on
changing demographics.Apply market information to recreational
events.
SLIDE 10 SLIDE 3 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Fitness and Fun
Facilities versus wildernessRecreational space for local residentsEnvironmental impactMust balance needs
Managing customer informationCustomer databaseProduct planning and promotion
SLIDE 10 SLIDE 4 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Is Fitness a Trend?
Changing demographicsSenior OlympicsParticipation of youngsters
SLIDE 10 SLIDE 5 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Event Marketing
SponsorshipThe future is here
Inline skatingMountain bikingSnowboarding
SLIDE 10 SLIDE 6 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Snowboard Madness
Sport continues to growIndoor snowboard facilitiesMarketers looking for new areas
SLIDE 10 SLIDE 7 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 10.2LESSON 10.2
Travel and Tourism
GOALSGOALSExplain the importance of the travel
and tourism industry to sports and entertainment marketing.
Describe how technology has changed travel marketing.
SLIDE 10 SLIDE 8 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Road Trip
Travel and tourism supporting businessTraveling to sporting events
SLIDE 10 SLIDE 9 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Products
TransportationAccommodationsMealsOther attractions
SLIDE 10 SLIDE 10 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Travel Technology
Online tickets sales and reservationse-tickets—electronic tickets
SLIDE 10 SLIDE 11 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS 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 12 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Price Versus Convenience
Online travel servicePriceline.com
SLIDE 10 SLIDE 13 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Small World
The business travelerMajor source of profit for the travel industryAirline member-only clubs
The touristSelf-indulgence travelCultural travelActivity toursReality tours
SLIDE 10 SLIDE 14 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS 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 15 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 10.3LESSON 10.3
Resorts and Theme Parks
GOALSGOALSUnderstand 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 16 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS 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 17 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Halls of Fame
Travel destinationSports and non-sports interestsA hall is not always a hall
No specifications for the site of a hall of fame
Must attract visitorsPromotion by word of mouth
A complete destination
SLIDE 10 SLIDE 18 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Resorts and Theme Parks
Popular tourist destinationsTheme parks are family-orientedResorts aimed at adultsChildren have a major influence on
choice of destination
SLIDE 10 SLIDE 19 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Theme Park Central
Disney is the world leader in the theme park industry
Tiering for premium servicesCreating an attraction requires
customizing
SLIDE 10 SLIDE 20 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
It’s Not Orlando
Amusement parks in ChinaInadequate or inaccurate marketing
information about potential customers
SLIDE 10 SLIDE 21 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 10.4LESSON 10.4
Recreation Marketing Careers
GOALSGOALSDescribe careers in recreation
marketing.Develop a recreation marketing career
plan.
SLIDE 10 SLIDE 22 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Building a Career
Planning the tripWide selection of career pathsResearch jobs and what they require
What’s out there?Marketing positions in every firm in the
recreation businessSearching for jobs using the InternetResearch national travel agencies
SLIDE 10 SLIDE 23 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Getting Ready
What’s school got to do with it?Education requirementsTech Prep program
How About the Real Thing?InternshipsPart-time workJob shadowing —spending active work
time with someone in a certain job or career
SLIDE 10 SLIDE 24 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
People Skills Are Critical
Manage your behaviorAdopt appropriate behavior for success
SLIDE 10 SLIDE 25 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Recreation Marketing Careers
Recreation marketers needed to develop and execute the seven marketing functions
Communication and presentation skillsMost positions require a bachelor’s
degreeSalary and perks