WHAT IS SER MARKETING?Sports, Entertainment and Recreation Marketing

OBJECTIVES

Define marketing

Analyze Sports Marketing, Entertainment Marketing and Recreation Marketing

Review the marketing mix

Break down market segmentation

Define the marketing concept

MARKETING

Process of developing, promoting,

distributing and selling goods and services to satisfy customers’ needs

and wants

Goods – Tangible products

Services – Intangible products

SPORTS MARKETING

Using sports to market products or marketing through sports

MARKETING STRATEGIES FOR SPORTS

Sports logos for clothing

New sports, new opportunities Soccer popular during the World Cup Lacrosse growing every year Extreme sports Arena Football

Timing Winning/Success New apparel coming out in preparation for the upcoming season

ENTERTAINMENT MARKETING

Influencing how people choose to use their time and money for the purpose of entertainment

ENTERTAINMENT

Whatever people are willing to spend their money and spare time viewing, rather than participating in.

Can include sports or the arts

Can be viewed in person or in broadcast/recorded form

Generally movies, theater, music, concert, etc.

ENTERTAINMENT – TELEVISION

In 1946 fewer than 7,000 TV sets were in households

In 1996 223 million TV sets were in households and $42.5 billion was spent on TV advertising

114.5 million TV homes in the U.S. in 2009

RECREATION

Renewing or rejuvenating your body or mind with fun or relaxing activities

Recreational activities – those involved in travel, tourism , and amateur sports that are not associated with educational institutions EX: Little League Baseball, Amusement parks

TOURISM

Generally considered traveling for pleasure whether the travel is independent or tour-based

Example: A trip to Disney World!

THE MARKETING MIXThe 5 P’s of Marketing

THE 5 P’S OF MARKETING

Product – what a business offers customers to satisfy needs

Price – the amount that customers are willing and able to pay for products or services

Place – the locations and methods used to make products available to customers

Promotion – ways to make consumers aware of products and encourage them to buy

People – the target market

THE TARGET MARKET (PEOPLE)

A specific group of people that a business wants to reach with their goods or services

The company must know the wants and needs of its target market

Can be broken down into more specific groups

MARKET SEGMENTATION

A market segment is a group of consumers within a larger market who share one ore more characteristics

Geographics

Demographics

Psychographics

Behavioral-Based

GEOGRAPHICS AND DEMOGRAPHICS

Geographics

Divides markets into physical locations (where people live) Ex: Eastern, Northern, Southern, Western

Sporting goods store in the South will stock a larger number and variety of water sports equipment

Demographics

Divides markets into information that can be measured (personal characteristics) Ex: age, income, profession, gender, education, marital status, and size of household

PSYCHOGRAPHICS AND BEHAVIORAL-BASED

Psychographics

Divides markets based on characteristics that cannot be physically measured Ex: values, interests, and lifestyle choices

Behavioral-Based

Focuses on a customer’s attitude toward products and services

Product Usage: reflects what products you use and how often

Product Benefits: reflects the benefits derived from products or services

THE MARKETING CONCEPT

The idea that a business should strive to satisfy customers’ needs

and wants while generating a profit