1. Sports Marketing
Chapter 2--Notes

2. What is sports marketing?

3. What are examples of products sports fans buy?

4. Target Market
In order to market a product to any audience, you must first determine the target market.
TARGET MARKET—targeting a specific group of people that you want to reach.

5. How to find a Target Market
1. Identify the customer

6. Demographics 'population characteristics'.
The characteristics of human populations and population segments, especially when used to identify consumer markets.

7. Common interests?
Sports fans may have more in common than the love of the sport.

8. Demographics of sports
Assignment

9. How to find a Target Market
There are three steps to targeting:

10. Target Group
After the company establishes the target market, ideally they would like to find out WHY the consumers buy.

11. Spending habits of fans
The price fans are willing to pay for sporting goods/services depends on:

12. Examples

13. Sports Marketing Strategies

14. Relationship marketing

15. Example
Sports teams add meaning and value to products by communicating allegiance.
Of people surveyed, 39% of them felt like a real fan and more supportive when wearing merchandise with their teams logo.

16. Gross impression

17. Examples

18. Ambush marketing

19. Sports logos
Why do people wear sports logos on clothing?

20. Royalties

21. New Sports, New Opportunities

22. Timing

23. Definitions
Market segmentation--the process of grouping a market into smaller subgroups.
Product positioning--the technique by which marketers try to create an image or identity for a product, brand, or organization