CHAPTER 1 What Is Sports and Entertainment Marketing?

CHAPTER 1 SLIDE 1 © SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTERCHAPTER 11What Is Sports and Entertainment Marketing?1.11.1 Management Basics1.21.2 Sports Marketing1.31.3 Entertainment Marketing1.41.4 Recreation Marketing



LESSON 1.1LESSON 1.1Marketing BasicsGOALSGOALSDescribe the basic concepts of

marketing.Define the seven key marketing

functions.



Marketing ConceptsWhat is marketing?Marketing mixSatisfying customer needs



What Is Marketing?Marketing—the creation and

maintenance of satisfying exchange relationships



Marketing Mix Marketing mix—describes how a business

blends the four marketing elements Product—what a business offers customers to satisfy

needs Distribution—the locations and methods used to

make products available to customers Price—the amount that customers pay for products Promotion—ways to encourage customers to

purchase products and increase customer satisfaction



Satisfying Customer NeedsPrimary focusIdentify customer needsDevelop productsOperate a business profitably



Key Marketing FunctionsProduct/service managementDistributionSellingMarketing-information managementFinancingPricingPromotion



LESSON 1.2LESSON 1.2Sports MarketingGOALSGOALSDefine sports marketing, and

understand the importance of target markets.

Identify sports marketing strategies.



What Is Sports Marketing?Sports marketing—using sports to

market products



Determine the Target MarketTarget market—a specific group of

people you want to reach



How to Find a Target MarketDisposable income—income that can

be spent freelyDemographics—specific customer

information



Spending Habits of FansTicketsClothing or equipmentFoodTravel



Marketing StrategiesSports logos on clothingNew sports, new opportunitiesGross impressionTiming



Sports Logos on ClothingFan loyaltyIncreased valueFeeling of success



New Sports, New OpportunitiesArena footballTelevision broadcastsSponsorships



Gross ImpressionGross impression—the number of

times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer



LESSON 1.3LESSON 1.3Entertainment MarketingGOALSGOALS Understand why marketing must relate to the

specific audience. Relate advances in entertainment technology

to changes in distribution. Recognize the power of television and the

Internet as marketing tools. Understand feedback from the customer.



Entertainment for Sale What exactly is entertainment?Entertainment—whatever people are

willing to spend their money and spare time viewing rather than participating in

Entertainment can include sports or the arts.Sports—games of athletic skill



Sports or Entertainment?Is a distinction required for successful

marketing?Marketing-information management Specific product promotionsKnowing customer needs



Modern Entertainment MarketingThe beginning of changeChange accelerated



The Beginning of Change Louis Le Prince—first moving pictures (1888) Lumiere brothers—first to present a projected

movie to a paying audience (1895) The Jazz Singer—first movie with sound

(1927) Mickey Mouse—animation arrived (1928) Disneyland—theme park a new approach to

the marketing mix of entertainment (1955)



Change AcceleratedImprovement of technologyEase of distribution to the massesEvolution of entertainment mediaThe Internet



The Big Eye in Every RoomThe early days of television and

marketingTelevision’s increasing influenceEntertaining the customer



The Early Days of Television and MarketingThe first demonstration of TV in 1945The American Association of

Advertising Agencies encouraged start of television advertising

NBC and the Gillette Company staged the first television sports spectacular in 1946



Television’s Increasing InfluenceMajor national corporations began to

advertiseAd pricing tied to ratings or number of

viewersAppeal to a mass audience



Entertaining the CustomerInstant feedback from the customerMarketing mix of reality shows is uniqueMarketing mix fine-tuned based on

customer input



LESSON 1.4LESSON 1.4Recreation MarketingGOALSGOALSApply the marketing mix to recreation

marketing.Describe marketing for the travel and

tourism consumer.



Recreational SportsRecreation—renewing or rejuvenating

our body or mind with play or amusing activity

Recreational activities—travel, tourism, and amateur sports that are not associated with education institutions



Not for the Couch PotatoTime and moneyLessonsPracticeEquipmentTravel



A Better ImageLadies Professional Golf Association

(LPGA)Promotion of a strong image to draw

sponsors and a broader audience



Travel and TourismTourism—traveling for pleasureData miningRelax and smell the roses

Niche travel—recreational travel or tours planned around a special interest

Complete travel packages/tours

Documents

CHAPTER 1 What Is Sports and Entertainment Marketing?