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Chapter 1

Chapter 1. Marketing Basics. Take out pen Check seating chart– no need to log on to computers today. Marketing. How many of you think ads effect your decisions of what to buy? Give me some examples. What is Marketing?.

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Chapter 1

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  1. Chapter 1 Marketing Basics Take out pen Check seating chart– no need to log on to computers today

  2. Marketing • How many of you think ads effect your decisions of what to buy? • Give me some examples

  3. What is Marketing? • Marketing– the creation and maintenance of satisfying exchange relationships. • Creation—product development • Maintenance—must continue as long as the business operates • Satisfaction—meet the needs of the business and customers • Exchange relationship—when people both give and receive something of value

  4. Marketing Mix (put on graphic organizer • Product is what a business offers customers to satisfy needs • Examples—athletic shoes or a service like video rentals • Distribution—involves the locations and methods used to make products available to customers • Examples—retail stores, internet, shipped by UPS

  5. Marketing Mix • Price—the amount that customers pay for products • Promotion—describes ways to encourage customers to purchase products and increase customer satisfaction • Advertising, publicity, personal selling, & public relations

  6. Key Marketing Functions—(Put on back of your graphic organizer) • Product/Service Management—designing, developing, maintaining, improving, and acquiring products or services so they meet customer needs. • Examples—Fisher Prices testing new toy ideas with children and parents. • Distribution—The best way to get a company’s products or services to customers. • Sony sells through Best Buy or Sears, etc.

  7. Marketing FUNCTIONS • Selling—direct and personal communications with customers to assess and satisfy their needs. • Also involves thinking of future needs • Example—musician traveling and visiting radio stations to sell songs • Marketing-Information Management—gathering and using info. About customers to improve business decision making. • Domino’s made small pizza for Japan and had toppings like corn and tuna.

  8. Marketing FUNCTIONS • Financing—not only budget for its own marketing activities, but also to provide customers with assistance in paying for the company’s products or services • GMAC financing • Pricing—establishing and communicating the value or cost of goods and services to customers. • Supply & Demand at sporting events

  9. Marketing FUNCTIONS • Promotion—advertising and other forms of communicating info about products, services, images, and ideas to achieve a desired outcome. • Coupons on backs of tickets • Everything you learn about marketing will involve at least one of these functions.

  10. Group Activity • With your “sports merchandise”— • Tell how the 7 key marketing functions went into this sale (or the purchase) • Ideas for some of you on price—what could you have sold it for “then”, and what could you sell it for “now”.

  11. Example -- Program • Product/Service Mgmt – Updating with current information – relevant things fans are interests • Distribution – at games (collector’s ones sold on line); Near gates/doors • Selling – Booths, vendors going around stands • Marketing-Information Mgmt – focus groups to see what interests fans • Financing -- not applicable to this product • Pricing -- $5 - $15 depending on the event • Promotion – push sales on the ‘big screen’.

  12. Today • Review: • What are the 4 parts of the Marketing Mix? • Activity • On paper or computer

  13. Create a Flyer about your product • Individually • Must include aspects of all parts of the Marketing Mix • Product • Price • Distribution • Promotion • I’ll show an example

  14. Do you recognize the following promotional messages? • “Can you hear me now?” • “Buy it. Sell it. Love it.” • “Live in your world, play in ours.” • “Just do it.” • “I’m lovin’ it.” • “The happiest place on earth.” Verizon Wireless eBay Sony Playstation Nike McDonald’s Disneyland

  15. Example-Puck Hat

  16. Product/Service Management Distribution Selling Marketing-Information Management Financing Pricing Promotion Key Marketing Functions

  17. Welcome back! Hope you had a great weekend  • You’ll need a notebook (or paper) today • Sports Marketing • Target Markets • Gross Impressions • Time, if needed, to finish flyers and turn in to DocuShare

  18. What is SPORTS MARKETING? • Sports Marketing—using sports to market products. • Wide array of products (food, apparel, equipment, automobiles)

  19. DETERMINE THE TARGET MARKET • TARGET MARKET—A specific group of people you want to reach • Demographics—information about customers • Age range, marital status, gender, educational level, attitudes, beliefs, income • Disposable Income--$$ that can be spent freely • Other reasons people buy items—past experience, referral by a friend, identification with an attitude Marketing-Information Managment

  20. Razors Alcohol ESPN Phone Cars Video Games Sports Equip. Sports Drinks Shoes Muscle Enhancements Axe Body Spray Male Shows/Products Advertised

  21. Spending Habit of Fans • Why is it important to know this? • Maximize profits • Example—Price people will spend on a ticket depends on: • Interest of the target market • National importance of the event • Popularity of the participating athletes • Rivalry associated with the contest • Example—fans are willing to pay for team (or celebrity) identified clothing or expenses (as well as food and travel to & from a game)

  22. Turning in to Docushare

  23. Couple slides of notes (3-4?) • Video (gross impressions) • Logo Project

  24. MARKETING STRATEGIES • Sports Logos—Why do people wear them? • Show fan loyalty • Value of merchandise is increased in the eyes of the buyer • Some feel more successful themselves if they wear an endorsed product

  25. Marketing Strategy:GROSS IMPRESSION • --The number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer. • Backs of shoes • Scene in a movie • License-plate holder on a car • Media mentioning a player, team or product (example Heisman Trophy) • YOUR BRAIN RECORDS THAT IMAGE

  26. http://www.nfl.com/videos/nfl-game-highlights/09000d5d815f3f2b/NFL-GameDay-Vikings-vs-Saints-highlightshttp://www.nfl.com/videos/nfl-game-highlights/09000d5d815f3f2b/NFL-GameDay-Vikings-vs-Saints-highlights Gross Impressions Fox logo NFC Championship Logo Vikings – verbal Saints – verbal Locations?

  27. TIMING • Popularity is based almost completely on continued winning. • Fans want to be associated with winning

  28. ASSIGNMENT • Design a new logo for a major sporting goods manufacturer. • Explain what the logo represents and why it will be successful. • It can NOT resemble current logos.

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