Sports and Entertainment Marketing © Thomson/South-Western ChapterChapter Hit a Home Run with Customers 4.1 The Marketing Concept 4.2 Discover What People Want 4.3 Target Markets 4.4 Customer Service 4

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 2 Winning Strategies U.S. teenagers spend $175 billion annually teens are trendsetters and early adopters teens offer a potential lifetime of purchasing for the products they start to use when they are young in an effort to obtain teen customers, Frito-Lay initiated a variety of innovative marketing techniques involving music partnerships this strategy resulted in a huge return on investment Frito-Lay Reaches Teens

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 3 Lesson 4.1 The Marketing Concept Goals Explain the central focus of the marketing concept. Explain the reasons for increased sports and entertainment options.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 4 Terms marketing concept productivity breakeven point opportunity cost

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 5 THE MARKETING CONCEPT About half of every consumer dollar spent pays for marketing costs. Satisfying customer needs is the most important aspect of marketing. marketing concept keeping the focus on the customer’s needs for a product or service

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 6 Maintain Relationships Successful customer relationships are critical to the marketing concept. Customer satisfaction is the bottom line for maintaining successful marketing relationships. Price Quality Service Amount of Pleasure gained

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 7 What is the most important aspect of marketing?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 8 INCREASED SPORTS AND ENTERTAINMENT OPTIONS U.S. citizens have more discretionary income than in the past. drives up demand for sports and entertainment Increases prices Increases competition More options for consumers Improved events and merchandise

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 9 Customer Focus productivity rate at which companies produce goods or services in relation to the amount of materials and number of employees utilized

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 10 Identify customer needs location Provide products perceived as superior Maintain successful customer relationships Offer the appropriate marketing mix product price promotion location Success depends upon offering the best product at an acceptable price where the demand exists. SUCCESSFUL MARKETING STRATEGY

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 11 Weekend Entertainment Choices breakeven point the minimum sales and attendance required to cover all of the expenses of organizing, planning and promoting the event profit revenue earned beyond the breakeven point

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 12 Opportunity Cost opportunity cost the value of the next best alternative that you forgo when making a choice The value is measured in terms of the benefits that you are giving up.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 13 Explain the reasons for increased sports and entertainment options.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 14 Lesson 4.2 Discover What People Want Goals Explain the importance of understanding buyer behavior when making marketing decisions. List and describe means of collecting marketing information for use in decision making.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 15 Terms economic market benefits derived comparative advantage emotional purchases rational purchases patronage purchases

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 16 UNDERSTAND BUYER BEHAVIOR economic market all of the consumers who will purchase a product or service Must know what customers want and how much they will pay Must understand the actions of the customer (spending habits and buying motives)

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 17 Consumer Spending Habits Important to research spending habits in order to maximize profits on items consumers purchase at sporting and entertainment events benefits derived the value people believe they receive from a product or service

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 18 the capability to produce products or services more efficiently and economically than the competition Successful doing this should/can lead to lower prices for customers Ex. Producing merchandise in a foreign country Comparative Advantage

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 19 Consumer Wants and Needs hierarchy of needs identifies five human areas of needs

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 20

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 21 spending with little thought during emotional times rational purchases define wants and needs assess priorities and budget conduct research compare alternatives make a well thought out purchase emotional purchases

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 22 based on loyalty to a particular brand or product patronage purchases

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 23 What is meant by benefits derived?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 24 Lesson 4.3 Target Markets Goals Define target market and market segment. Describe how businesses use market segmentation.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 25 Terms target market market segment market share

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 26 DETERMINE THE TARGET MARKET target market specific group of consumers you want to reach

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 27 Focus Marketing Efforts market segment a group of consumers within a larger market who share one or more characteristics Ex. College basketball market, then the Duke Basketball market Consumers belong to multiple market segments. Marketers must identify the market segment to which they want to sell.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 28 Meet Target Market Needs Market segmentation data can improve business decision making. number of potential customers customer income level level of interest in product or service

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 29 What is a target market? Provide an example of a company’s target market.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 30 MARKET SEGMENTATION Markets may be segmented in many ways. geographic location demographics psychographics behavior

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 31 Geographic Segmentation divides markets into physical locations Ex. Northern, Southern, Eastern, Western United States Urban or Rural parts of a state

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 32 Demographic Segmentation information that can be measured age income profession gender education marital status household size

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 33 Psychographics Segmentation characteristics that cannot be physically measured values interests lifestyle choices

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 34 Behavioral-Based Segmentation behavioral-based segmentation focuses on a customer’s attitude toward products and services product usage what products you use and how often Ex. 6 Flags may use a season pass promo for frequent visitors and a separate promo to entice people to come product benefits the positive experiences or associations people derive from using a product or service

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 35 Capture a Market Share market share percentage of total sales of a product or service that a company expects to capture in relation to its competitors

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 36 List and describe four types of market segmentation.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 37 Lesson 4.4 Customer Service Goals Explain the importance of outstanding customer service. Explain what it means to establish a service culture.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 38 Terms customer service gap values-based culture

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 39 OUTSTANDING SERVICE EQUALS SUCCESS Business success depends on excellent customer service. Customer relationships should continue after the sale of goods and services.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 40 A Track Record for Great Customer Service customer service gap the difference between customer expectations and the services actually received Customers are likely to tell at least 10 people about their poor customer service experiences.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 41 Training Programs That Make an Impact Individuals hired for customer service positions should have a positive attitude and look forward to meeting the public. Proper employee training in proactive, efficient and courteous customer service is critical to providing a pleasant experience for customers.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 42 Why is outstanding customer service critical to a business in a highly competitive marketplace?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 43 CREATING A SERVICE CULTURE Gallery Furniture has effective customer service principles. They are: Demonstrate a values-based culture that is rooted in high performance and excellent customer service.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 44 Passion results in energy. Demonstrate pride in every sale. Remember the value of long-term positive relationships. Follow the “FAST” (Focus, Action, Search, Tenacity) strategy.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 45 How May I Help You? “It’s not my department” should be replaced with “How may I help you?” mystery guest hired by an outside firm to have an individual assess the performance of a business feedback on the individual’s experience as a customer is provided to the hiring business

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 46 Explain what it means to have a values- based culture.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 47 PERFORMANCE INDICATORS EVALUATED Communicate ideas clearly to the judge (potential investor). Analyze all relevant data for proposing a new celebrity-theme restaurant.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 48 Interpret demographics and financial data for a proposed business. Understand consumer demand and the existing competition. Demonstrate critical thinking and problem- solving skills necessary to propose and operate a successful business.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 49 THINK CRITICALLY 1.Why is a business plan necessary for a popular celebrity who wants to open a restaurant in a city where he or she is well liked? 2.Give three examples of successful celebrity-theme restaurants and what makes them popular.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 50 4.What advantage does a professional athlete have over an average citizen when opening a restaurant? 3.What would be a good grand opening event to attract the maximum amount of attention to the new restaurant?