Unit 1 – Strategies Used in the Sports and Entertainment Industry

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Unit 1 – Strategies Used in the Sports and Entertainment Industry

Presentation transcript:

Unit 1 – Strategies Used in the Sports and Entertainment Industry

What is S & EM?

Why is Sports & Entertainment Marketing Important?

Factors Contributing to Growth

What is Marketing? Marketing is Goods are (e.g. ) Services are (e.g. )

What is the Marketing Process? Developing - involves: Promotional – help to: Distribution – way of:

What is the Marketing Concept?

What Makes Up a Market? These potential customers become a market if they have:

What Makes Up a Market? (cont.) Needs – Wants –

How Do Organizations Identify Their Target Market? Mass Marketing Market Identification

Market Research There are 2 types of market research: Primary research – (e.g. ) Secondary research – (e.g )

What is the Marketing Mix? Marketing Mix is a combination of 4 basic marketing strategies known as the 4 P’s:

Case Study #1

Marketing Mix (cont.)

Marketing Mix (cont.)

Marketing Mix (cont.)

Marketing Mix (cont.)

Marketing Mix (cont.)

Above-the-Line Promotion

Below-the-Line Promotion

Promotional Mix Most businesses use a combination of different promotional activities. The chosen promotional mix will depend on: Promotional campaigns often take into account the AIDA model: