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chapter 10. Marketing and Sales. chapter. 10. Marketing and Sales. Author name here for Edited books. Marketing Concepts. Marketing examines the process of getting potential customers to purchase a product or service. Key principles to remember:
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chapter10 Marketing and Sales chapter 10 Marketing and Sales Author name here for Edited books
Marketing Concepts • Marketing examines the process of getting potential customers to purchase a product or service. • Key principles to remember: • Customers are an asset that become more valuable over time. • Quality can be a competitive strategy for your sport business. • All businesses are service businesses.
Four Ps of Marketing • Product • Place • Price • Promotion • Some use 5th to 11th Ps: • Publicity • People • Position • Payback • Policy • Partnerships • Professional connections
Product • A product is what the business has to offer to its prospective customers, users, clients, or constituents. A product can be a good, service, or idea. • What is unique about the sport product that helps sell it? • Perishable • Unique • Passion • Friendships
Place • Place refers to where the product or service is sold or distributed. • Place also refers to how the product reaches customers, how quickly it reaches them, and in what condition the product will be in when it finally reaches the customers.
Price • How much does it cost? • How does the cost compare to cost of similar products? • Price refers to the amount of cash or items given in exchange to conclude a transaction. • Price is always on trial in every marketplace since price can be considered too high or too low at different times. If a ticket price is too high, people might not purchase a ticket. Furthermore, if a ticket is too cheap, then the customers might perceive the ticket as lacking value.
Promotion • How is the product sold? • Promotion refers to the process of informing people about the product, price, or place. Three primary vehicles are used to promote a service or product: • Advertising • Publicity • Personal selling
The Marketing Process • Customer identification • Research • Selling experience
Research • Market segmentation: Can or will they buy the product? • Demographics • Psychographics • Benefit segmentation • Geodemographics
Selling Experience • Steak: primary focus • Sizzle: ancillary benefits such as between innings or halftime events or giveaways such as Beanie Babies, bobble heads, and thunder sticks
Marketing New Facilities • Attracting anchor tenants • Attracting shows or events • Developing strong relationships: This is a small industry so your reputation is very important
Sales • Identify what you have to sell • Tickets • Luxury seating or boxes • Concessions • Sponsorship • Naming rights • Pouring rights • Establish a price: Supply and demand
Summary • The sport industry relies on marketing to generate revenue. Whether through publicity, advertising, or personal selling, sport facilities need to position their product to attract potential customers. • Through conducting in-depth research and identifying what customers want, a facility can sell their steak and sizzle.
Discussion Questions and Activities • What are the products offered at a stadium or arena? • How would you go about selling tickets to a less popular event? • Develop a sample survey to help determine what your customers want. • Develop a marketing plan to help generate at least five sellouts for a local sport organization. Be as specific as possible.