© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 1 CHAPTER 1 CHAPTER 1 What Is Sports and Entertainment Marketing? Management Basics Sports Marketing Entertainment Marketing Recreation Marketing

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 2 LESSON 1.1 LESSON 1.1 Marketing Basics GOALS Describe the basic concepts of marketing. Define the seven key marketing functions.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 3 Marketing Concepts What is marketing? Marketing mix Satisfying customer needs

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 4 What Is Marketing? Marketing—the creation and maintenance of satisfying exchange relationships

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 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

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 6 Satisfying Customer Needs Primary focus Identify customer needs Develop products Operate a business profitably

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 7 Key Marketing Functions Product/service management Distribution Selling Marketing-information management Financing Pricing Promotion

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 8 LESSON 1.2 LESSON 1.2 Sports Marketing GOALS Define sports marketing, and understand the importance of target markets. Identify sports marketing strategies.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 9 What Is Sports Marketing? Sports marketing—using sports to market products

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 10 Determine the Target Market Target market—a specific group of people you want to reach

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 11 How to Find a Target Market Disposable income—income that can be spent freely Demographics—specific customer information

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 12 Spending Habits of Fans Tickets Clothing or equipment Food Travel

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 13 Marketing Strategies Sports logos on clothing New sports, new opportunities Gross impression Timing

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 14 Sports Logos on Clothing Fan loyalty Increased value Feeling of success

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 15 New Sports, New Opportunities Arena football Television broadcasts Sponsorships

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 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

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 17 LESSON 1.3 LESSON 1.3 Entertainment 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.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 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

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 19 Sports or Entertainment? Is a distinction required for successful marketing? Marketing-information management Specific product promotions Knowing customer needs

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 20 Modern Entertainment Marketing The beginning of change Change accelerated

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 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)

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 22 Change Accelerated Improvement of technology Ease of distribution to the masses Evolution of entertainment media The Internet

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 23 The Big Eye in Every Room The early days of television and marketing Television’s increasing influence Entertaining the customer

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 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

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 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

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 26 Entertaining the Customer Instant feedback from the customer Marketing mix of reality shows is unique Marketing mix fine-tuned based on customer input

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 27 LESSON 1.4 LESSON 1.4 Recreation Marketing GOALS Apply the marketing mix to recreation marketing. Describe marketing for the travel and tourism consumer.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 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

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 29 Not for the Couch Potato Time and money Lessons Practice Equipment Travel

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 30 A Better Image Ladies Professional Golf Association (LPGA) Promotion of a strong image to draw sponsors and a broader audience

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 1SLIDE 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