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CHAPTER 1 What Is Sports and Entertainment Marketing?

CHAPTER 1 What Is Sports and Entertainment Marketing?. 1.1 Management Basics 1.2 Sports Marketing 1.3 Entertainment Marketing 1.4 Recreation Marketing. LESSON 1.1 Marketing Basics. GOALS Describe the basic concepts of marketing. Define the seven key marketing functions.

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CHAPTER 1 What Is Sports and Entertainment Marketing?

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  1. CHAPTER1What Is Sports and Entertainment Marketing? 1.1 Management Basics 1.2 Sports Marketing 1.3 Entertainment Marketing 1.4 Recreation Marketing CHAPTER 1

  2. LESSON 1.1Marketing Basics GOALS • Describe the basic concepts of marketing. • Define the seven key marketing functions. CHAPTER 1

  3. Marketing Concepts • What is marketing? • Marketing mix • Satisfying customer needs CHAPTER 1

  4. What Is Marketing? • Marketing—the creation and maintenance of satisfying exchange relationships CHAPTER 1

  5. 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 CHAPTER 1

  6. Satisfying Customer Needs • Primary focus • Identify customer needs • Develop products • Operate a business profitably CHAPTER 1

  7. Key Marketing Functions • Product/service management • Distribution • Selling • Marketing-information management • Financing • Pricing • Promotion CHAPTER 1

  8. LESSON 1.2Sports Marketing GOALS • Define sports marketing, and understand the importance of target markets. • Identify sports marketing strategies. CHAPTER 1

  9. What Is Sports Marketing? • Sportsmarketing—using sports to market products CHAPTER 1

  10. Determine the Target Market • Targetmarket—a specific group of people you want to reach CHAPTER 1

  11. How to Find a Target Market • Disposable income—income that can be spent freely • Demographics—specific customer information CHAPTER 1

  12. Spending Habits of Fans • Tickets • Clothing or equipment • Food • Travel CHAPTER 1

  13. Marketing Strategies • Sports logos on clothing • New sports, new opportunities • Gross impression • Timing CHAPTER 1

  14. Sports Logos on Clothing • Fan loyalty • Increased value • Feeling of success CHAPTER 1

  15. New Sports, New Opportunities • Arena football • Television broadcasts • Sponsorships CHAPTER 1

  16. Gross Impression • Gross impression—the number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer CHAPTER 1

  17. LESSON 1.3Entertainment Marketing GOALS • 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. CHAPTER 1

  18. 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 CHAPTER 1

  19. Sports or Entertainment? • Is a distinction required for successful marketing? • Marketing-information management • Specific product promotions • Knowing customer needs CHAPTER 1

  20. Modern Entertainment Marketing • The beginning of change • Change accelerated CHAPTER 1

  21. 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) CHAPTER 1

  22. Change Accelerated • Improvement of technology • Ease of distribution to the masses • Evolution of entertainment media • The Internet CHAPTER 1

  23. The Big Eye in Every Room • The early days of television and marketing • Television’s increasing influence • Entertaining the customer CHAPTER 1

  24. The Early Days of Television and Marketing • The first demonstration of TV in 1945 • The American Association of Advertising Agencies encouraged start of television advertising • NBC and the Gillette Company staged the first television sports spectacular in 1946 CHAPTER 1

  25. Television’s Increasing Influence • Major national corporations began to advertise • Ad pricing tied to ratings or number of viewers • Appeal to a mass audience CHAPTER 1

  26. Entertaining the Customer • Instant feedback from the customer • Marketing mix of reality shows is unique • Marketing mix fine-tuned based on customer input CHAPTER 1

  27. LESSON 1.4Recreation Marketing GOALS • Apply the marketing mix to recreation marketing. • Describe marketing for the travel and tourism consumer. CHAPTER 1

  28. Recreational Sports • Recreation—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 CHAPTER 1

  29. Not for the Couch Potato • Time and money • Lessons • Practice • Equipment • Travel CHAPTER 1

  30. A Better Image • Ladies Professional Golf Association (LPGA) • Promotion of a strong image to draw sponsors and a broader audience CHAPTER 1

  31. Travel and Tourism • Tourism—traveling for pleasure • Data mining • Relax and smell the roses • Niche travel—recreational travel or tours planned around a special interest • Complete travel packages/tours CHAPTER 1

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