WHAT IS SPORTS AND

ENTERTAINMENT MARKETING?

MARKETINGThe process of

developing, promoting, distributing and selling goods and services to satisfy customers’ needs and wants

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Goods – tangible products

Services – Intangible products

THE MARKETING CONCEPT

The idea that a business should strive to satisfy customers’ needs and wants while generating a profit

SPORTS MARKETING Sports marketing is using sports to

market related and unrelated products.

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NIKE Jordans Hanes

MARKETING STRATEGIES FOR SPORTS

Sports Logos on Clothing

New sports, new opportunities Soccer popular during World Cup time Lacrosse growing every year

Timing New apparel coming out in preparation for the upcoming season!

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Nike logo on college jerseys!

ENTERTAINMENT MARKETING Using entertainment to

sell related and unrelated

products

Influencing how people

choose to use their time

and money for the

purpose of entertainment

RECREATION Using recreation (hobbies, travel,

tourism, etc.) to sell related and unrelated products

ExamplesCamping RunningAmateur Sports

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What Moves You?

TARGET MARKET A specific group of

people that a business wants to reach with their goods or services

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MARKET SEGMENTATION

Geographics – where people live

Demographics – personal characteristics

Psychographics – lifestyle (attitudes/values)

Product Benefits – consumer wants and needs

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But….what IS a target market?Characteristic of the market you are trying to reach

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• Age

• Gender

• Ethnicity

• Occupation

• Lifestyle

• Marital Status

• Kids or no kids

• Location

• Income level

THE MARKETING MIX

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The 5 P’s of Marketing

People

Price

Place

Product

Promotion

The 5 P’s

Product – what is the product – (name, packaging)

People – the target market

Price – what customers are willing and able to pay

Place – where is it sold and how it gets there

Promotion – how is the product marketed

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