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2. The Marketing Concept Marketing Applications The Marketing Concept
LESSON 4.1
Marketing Applications
The Marketing Concept
The Marketing Concept
A philosophy that a company’s success is ultimately dependent upon efficient identification of consumer needs and wants and the ability to satisfy them
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3. The Marketing Concept Why Is Marketing Important?
LESSON 4.1
Marketing Applications
The Marketing Concept
Why Is Marketing Important?
Financial success is a direct result of an
organization’s ability to effectively market its
products and services
A business achieves profitability when they offer
the goods and services that customers need and
want at the right price
Marketers strive to identify and understand all
factors that influence consumer buying decisions
Copyright © 2014 by Sports Career Consulting, LLC

4. Needs vs. Wants Marketing Applications
LESSON 4.1
Marketing Applications
Needs vs. Wants
A need is something you have to have and that you cannot do without
For example, we need food. Without eating, we cannot survive!
A want is simply something you would like to have
You might want a Nintendo Wii or tickets to an upcoming game, but you can survive without them
Copyright © 2014 by Sports Career Consulting, LLC

5. The Exchange Process Marketing Applications
LESSON 4.1
Marketing Applications
The Exchange Process
Must be at least two parties involved in process
Some means of communication must be present between all parties
Each party must be free to accept or decline offer
Exchange Process:
Marketing transaction
in which the buyer
provides something of
value to the seller in
return for goods and
services that meet that
buyer’s needs or wants
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6. Benefits of Marketing Marketing Applications
LESSON 4.1
Marketing Applications
Benefits of Marketing
The marketing process serves many purposes and provides numerous benefits for the consumer
The ability to add perceived value to goods and
services
Making the buying process easy and convenient for
consumers
Creating and maintaining reasonable prices
Offering a variety of goods and services
Increasing production
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7. The Marketing Mix: Marketing Applications The Marketing Mix:
LESSON 4.2
Marketing Applications
The Marketing Mix:
The Marketing Mix:
Consists of variables controlled by marketing professionals in an
effort to satisfy the target market
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8. Product Price Place Promotion The Marketing Mix Marketing Applications
LESSON 4.2
Marketing Applications
The Marketing Mix
Product
Involves the goods, services, or ideas used to satisfy consumer needs
Determined by what customers are willing to pay and production costs
Price
Involves the process of making the product available to the customer
Place
Involve how the goods or services are communicated to the consumer
Promotion
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9. Discussion Topic How might the marketing mix apply to
LESSON 4.2
Marketing Applications
Discussion Topic
How might the marketing mix apply to
Wilson Sporting Good’s efforts to
maximize sales of tennis racquets?

10. Target Markets Marketing Applications
LESSON 4.3
Marketing Applications
Target Markets
A target market refers to people with a defining set of characteristics that set them apart as a group
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11. Target Markets Must Be:
LESSON 4.3
Marketing Applications
Target Markets Must Be:
Sizeable: The overall size of the market
Reachable: Ability for marketers to reach consumers
Measurable: Ability to measure size, accessibility and
overall purchasing power of the target market
Behavioral: Marketers seek to find similar behaviors
within each respective target market
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12. LESSON 4.3
Marketing Applications
The Marketing Concept
All organizations must have an understanding of their target market to create an effective marketing strategy that caters to their audience
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13. The Marketing Concept Marketing Applications
LESSON 4.3
Marketing Applications
The Marketing Concept
Part of Coca-Cola’s marketing strategy is to target moms. As such, the soft drink giant rolled out a comprehensive marketing campaign tied to the 2012 Olympic Games based on the knowledge that the Olympics traditionally attract more female viewers than almost any other sporting event.
Copyright © 2014 by Sports Career Consulting, LLC

14. Marketing Applications
LESSON 4.3
Marketing Applications
Niche Marketing
Niche Marketing:
Process of carving out a relatively tiny part of a market that has a very special need not currently being filled
Niche Marketing offers a unique opportunity to consumers or one that has not been offered in the past
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15. LESSON 4.3
Marketing Applications
Niche Marketing
Cable television channels often seek niche audiences to appeal to specific target groups with a common set of interests, such as ESPN designing programming to appeal to sports fans
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16. Can you think of any examples?
LESSON 4.3
Marketing Applications
Niche Marketing - Discussion
When a business sees a competitor enjoying success with a particular niche, often times the market can become flooded with other companies exploiting the same niche or another similar niche.
Can you think of any examples?
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17. Marketing Applications
LESSON 4.3
Marketing Applications
Niche Marketing
Lululemon Athletica is a Canadian retailer that distributes product in Canada and the United States. The company targets its branded yoga and fitness apparel to a niche consumer of female athletes.
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18. Marketing Applications
LESSON 4.3
Marketing Applications
Niche Marketing
Lululemon, positioned as a high-end brand, has enjoyed explosive growth in the past several years (in 2012 they were named the 7th most valuable brand in Canada. On the heels of their success, Under Armour has introduced a new yoga line, Gap introduced its GapBodyFit line, Forever 21 began selling active wear and both Nordstrom and Target expanded their store branded women’s sportswear offerings (even lingerie company Victoria’s Secret now sells yoga pants).
Copyright © 2014 by Sports Career Consulting, LLC

19. Marketing Applications
LESSON 4.3
Marketing Applications
Niche Marketing
When Lululemon was forced to recall product in 2013 because they were see through when stretched, Under Armour (who has been targeting women as a key demographic for several years), responded by featuring the tag line "We've Got You Covered” on its Facebook page in an effort to drive customers to its site
Click here for a story on dailyfinance.com to see how other competitors (including Nike, a new player in the yoga field) have responded
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20. Marketing Applications
LESSON 4.3
Marketing Applications
Niche Marketing
As the running category continues to gain steam (sales of running shoes were up 14% in the last year), brands like Vibram and their “five finger shoes”, Fila with skeletoes, and Adidas with adiPURE (among others) have carved a niche with “minimalist” running shoes, designed to create a “barefoot” jogging experience while still providing protection for the feet
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21. Marketing Applications
LESSON 4.3
Marketing Applications
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22. Marketing Applications
LESSON 4.3
Marketing Applications
Niche Marketing
However, not all niche markets last. For the first quarter of 2013, sales were of the minimalist shoe were down 10% while motion control shoes were up 25% (another niche in the running category). Said Matt Powell in an interview on runnersworld.com, "It appears this fad is pretty much over."
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23. Market Segmentation the process of
LESSON 4.4
Marketing Applications
Market Segmentation the process of
identifying groups of consumers based
on their common needs
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24. Helps Companies To: Marketing Applications Understand consumer groups
LESSON 4.4
Marketing Applications
Market Segmentation
Helps Companies To:
Understand consumer groups
Determine target markets
Develop positioning strategies
Customize products and marketing strategies
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25. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
1) Demographic
2) Product
3) Psychographic
4) Benefits
5) Geographic
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26. Marketing Applications
LESSON 4.4
Marketing Applications
Demographic
Psychographic
Geographic
CONSUMER
Benefits
Product
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27. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
Age
Income
Occupation
Gender
Education
Demographic Segmentation:
Focuses on information that can be measured
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28. Demographic Segmentation
LESSON 4.4
Marketing Applications
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
Demographic Segmentation
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
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29. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
Since 2000, the number of NASCAR fans earning $100,000 or more has doubled from 7% to 16% of its fan base, and those with incomes of $50,000 or more has risen from 35% to 48%
Copyright © 2014 by Sports Career Consulting, LLC

30. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
According to league data, the average household income for NHL fans is $104,000, highest of the four major sports with Major League Baseball ($96,200), the NBA ($96,000), and the NFL ($94,500)
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31. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
According to a report from Leichtman Research Group, 69% of households in the U.S. have at least one high definition television set, up from 17% in 2006
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32. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
A survey by CNBC has found that half of all American households own at least one Apple device, and the average Apple-buying household has a total of three
Copyright © 2014 by Sports Career Consulting, LLC

33. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
Target retail stores understand that 60% of their shoppers are women, likely playing a significant role in their decision to sponsor the 2014 ASAP Women’s Surfing Event In Maui
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34. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
Triple A baseball posts its demographic information online for prospective sponsors to review
40% of the fan base earns $46-75k per year
42% of the fan base has an Undergraduate Degree
91% of the fan base has a major credit card
69% of the fan base owns their own home
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35. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
Product Usage Segmentation:
Reflects what products consumers use, how often they use them, and why
Sports season
ticket holders
Theatre group
ticket coordinators
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36. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
Sports Fans
Music Lovers
Individuals who
enjoy attending
live events
Psychographic Segmentation:
Grouping consumers based on personality traits and lifestyle
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37. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
Benefits Segmentation:
Refers to a perceived value consumers receive from the product or service
Season ticket holders
enjoy additional “perks”
such as exclusive
invitations to pre-game
chalk talks with the team’s
coaches
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38. Important to Sports Marketers Because:
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
North, South, East and
West Regions of the
United States
Urban and Rural areas
of a particular state
Geographic Segmentation:
Dividing of markets into physical locations
Important to Sports Marketers Because:
Sports consumers are characteristically loyal to particular regions when making buying decisions
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39. Selecting multiple segments
LESSON 4.4
Marketing Applications
Selecting multiple segments
Because many segments may be valid in helping marketers make decisions, marketers often choose to use several segments
Ultimately, a decision is made based on what best fits the organization’s target market
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40. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
Fixing company products in the Minds of Consumers
All about “perception”
Relative to competitor products
Positioning:
The fixing your sports or entertainment entity in the minds of consumers in the target market
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41. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
Sports drinks (Gatorade as a performance beverage)
Movie studios (Pixar as a leader in animated films)
Entertainers (Will Ferrell as a comedic actor)
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42. Positioning is About Perception
LESSON 4.5
Marketing Applications
Positioning
Positioning is About Perception
Puma’s “Calling All Troublemakers” spot launched in 2014 (part of the brand’s new “Forever Faster” campaign) encourages fans to be more daring and push boundaries to achieve “danger, risk and potential fugitive status” in an effort to differentiate itself from Nike, Adidas and Under Armour as it continues its efforts to gain credibility and position itself as a legitimate performance apparel brand
Copyright © 2014 by Sports Career Consulting, LLC

43. Positioning is About Perception
LESSON 4.5
Marketing Applications
Positioning
Positioning is About Perception
To drive the campaign and assist in their positioning effort, Puma partnered with athletes with “bad boy” reputations like Olympic champion Usain Bolt and soccer player Mario Balotelli
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44. LESSON 4.5
Marketing Applications
Positioning
Wheaties cereal has positioned itself as a brand affiliated with athletic performance and its slogan, “the breakfast of champions”, has remained since the brand’s introduction in 1924
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45. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
With sales declining, General Mills (parent company of the Wheaties brand) introduced a new spin off product aimed to take advantage of consumer perceptions of the Wheaties brand. General Mills developed three formulations of the cereal (dubbed Wheaties Fuel) with the help of a sports nutritionist and five world class athletes: the NFL's Peyton Manning, the NBA's Kevin Garnett, gold medal-winning decathlete Bryan Clay, the MLB's Albert Pujols, and triathlete Hunter Kemper.
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46. Marketing Applications
LESSON 4.5
Marketing Applications
High (variable one)
Positioning Map:
Products or services are grouped together on a positioning map
where they are compared and contrasted in relation to one another
Product B
Product A
High (variable two)
Low (variable two)
Product D
Product C
Low (variable one)
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47. Ticket Sales Positioning Map Marketing Applications High Price
LESSON 4.5
Marketing Applications
Ticket Sales
Positioning
Map
High Price
Luxury suite at an NFL game
Lower level seats for Disney on Ice
Client Entertaining
Family Fun
Club seats at an NBA game
“Cheap Seats” at a minor league baseball game
Night at the movies
Low Price
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48. Marketing Applications
LESSON 4.5
Marketing Applications
High Price
Courtside Seats
Lower Level End Zones
Lower Level Seats
Upper Level Seats
Mid/Upper Level Sidelines
Top Row Corners
Low Price
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49. Identify all possible competitive advantages
LESSON 4.5
Marketing Applications
Positioning Strategy
Identify all possible competitive advantages
1) Products, services, channels, people or image can be sources of differentiation
2) Organizations often position their
products relative to competitor
Weaknesses (5-hour energy)
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50. Choose the right competitive advantage
LESSON 4.5
Marketing Applications
Positioning Strategy
Choose the right competitive advantage
How many differences to promote?
Unique selling proposition
(5-hour energy)
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51. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
5-hour Energy Drink focuses on its small packaging size and claims to provide a long lasting energy boost without the “usual jitters associated with energy drinks.” These purported features are intended to provide the competitive advantage necessary for distinguishing this energy drink from the many competitors on the market.
Click here to view the latest endorsement from legendary pro athlete, Bo Jackson
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52. Positioning errors to avoid
LESSON 4.5
Marketing Applications
Positioning Strategy
Positioning errors to avoid
Which differences to promote?
Are the differences legitimate?
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53. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
Despite positioning their product in a highly successful manner, the makers of 5-hour energy were hit with a lawsuit in 2014 citing deceptive advertising charges
Copyright © 2014 by Sports Career Consulting, LLC

54. Product Differentiation
LESSON 4.5
Marketing Applications
Product Differentiation
Kentwool (a 168-year-old company known for selling upscale niche clothing) recently introduced a $25 pair of golf socks to the marketplace, positioning the product as “performance” apparel for the golf aficionado
Product Differentiation:
Refers to a positioning strategy that some firms use to distinguish their products from those of competitors
Copyright © 2014 by Sports Career Consulting, LLC

55. Marketing Applications
LESSON 4.5
Marketing Applications
In an interview with CNBC’s Darren Rovell, Kentwool CEO Mark Kent explains: "Ninety-five percent of all socks are fashion based. Five percent are performance based. We basically set out to put ourselves in the top one percentile of that five percent to make the highest performing sock in any market segment. So to differentiate yourself you have to become in layman's terms
the Ferrari of the market, you have
to be the fastest car on the street
or the best performing sock in the
marketplace."
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56. Re-Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Re-Positioning
A private golf course may be suffering slumping membership sales.
Management may choose to open up the course to the public, which will ultimately require a well planned re-positioning strategy
Re-Positioning:
A marketer’s plan for changing consumers’ perceptions of a brand in comparison to competing brands
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57. Re-Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Re-Positioning
Re-positioning involves identifying who the new target market is and a strategy for creating awareness and demand within that market
Part of the re-positioning effort in this case would require sending a message to the target market that the club is affordable by public standards
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58. LESSON 4.5
Marketing Applications
Re-Positioning
Slogan might be “Enjoy the benefits of a private club at public course rates!”
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59. Re-Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Re-Positioning
The average age of a Major League Baseball fan is 44 years old, but the age demographic is the target audience most sponsors and advertisers try to reach. To help reposition the brand as a product that would attract a younger demographic, MLB has focused on developing their “Fan Cave” program through integration of new, hip technology, a trendy location and relationships with unlikely partners like MTV2.
Copyright © 2014 by Sports Career Consulting, LLC

60. Advertising Marketing Applications TV Commercials and infomercials
LESSON 4.8
Marketing Applications
Advertising
TV Commercials and
infomercials
Print Advertisements
Direct Mail
Internet (banner
ads, “pop up”
ads, social media ads)
Social Media
Advertising:
Any paid, non-personal form of communication by an identified company promoting goods and services.
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61. Why Advertise? Marketing Applications Effective communication
LESSON 4.8
Marketing Applications
Why Advertise?
Effective communication
Create awareness
Create / Change image
Associate a brand with feelings and emotion
Precipitate behavior
Establish / Maintain goodwill
Assist in the increase in sales
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62. Types of Advertising Marketing Applications Print Media:
LESSON 4.8
Marketing Applications
Types of Advertising
Print Media:
Any written form of communication used to
inform, persuade, or remind consumers about
products or services offered
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63. Types of Advertising Marketing Applications Outdoor Advertising:
LESSON 4.8
Marketing Applications
Types of Advertising
Outdoor Advertising:
Includes any outdoor
signs and billboards
Offers a high level
of visibility
Provides 24-hour
advertising
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64. Outdoor Advertising Marketing Applications
LESSON 4.8
Marketing Applications
Outdoor Advertising
The elevator doors in hotels and business buildings can even be used for advertising
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65. Outdoor Advertising Marketing Applications LESSON 4.8
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66. Types of Advertising Marketing Applications Mass Transit Advertising:
LESSON 4.8
Marketing Applications
Types of Advertising
Mass Transit Advertising:
Uses public transportation, such as buses, bus stands, taxicabs, and subways to post advertising messages
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67. Mass Transit Advertising
LESSON 4.8
Marketing Applications
Mass Transit Advertising
Hops are a new single A minor league baseball team from Hillsboro, Oregon a suburb of Portland.
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68. Types of Advertising Marketing Applications Broadcast Media:
LESSON 4.8
Marketing Applications
Types of Advertising
Broadcast Media:
Any visual and/or auditory form of communication used to inform, persuade, or remind consumers about goods or services offered
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69. Types of Advertising Marketing Applications Radio Advertising:
LESSON 4.8
Marketing Applications
Types of Advertising
Radio Advertising:
Advertisers match their target market to a
radio station that segments a particular
market
* Has the ability to reach a wide audience
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70. Types of Advertising Marketing Applications Television Advertising:
LESSON 4.8
Marketing Applications
Types of Advertising
Television Advertising:
Includes commercials and infomercials
Is traditionally the most expensive form of
broadcast media
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71. Television Advertising:
LESSON 4.8
Marketing Applications
Television Advertising:
The fitness craze known as P90X relied on a carefully crafted TV infomercial strategy to build a $400 million-a-year empire. The franchise has been so successful that they released a third installment, P90X3, in 2014
Copyright © 2014 by Sports Career Consulting, LLC

72. Television Advertising:
LESSON 4.8
Marketing Applications
Television Advertising:
Honda assistant VP-advertising Tom Peyton, whose company spends more than $600 million on U.S. television advertising annually and sponsors the Honda Classic golf tournament, the Rose Bowl's Rose Parade, and the NHL's Anaheim Ducks, recently told Ad Age: "There has to be a point where the price of sports properties on TV, the price of tickets for consumers to games, is truly affecting the amount of sports we can engage in — and the type of sports we engage in.”
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73. Types of Advertising Marketing Applications Online/Digital Media:
LESSON 4.8
Marketing Applications
Types of Advertising
Online/Digital Media:
Advertising through various digital media platforms
* Banner ads, pop-ups etc.
* Digital broadcasts
* Social media channels
(Facebook, Twitter, etc.)
* Mobile
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74. Types of Advertising Marketing Applications
LESSON 4.8
Marketing Applications
Types of Advertising
The $60 million in digital advertising sales earned by NBC through its online coverage of the London Games was three times what the network earned for the 2008 Games in Beijing (sales for the 2014 Winter Games in Sochi were slightly down from the 2012 Sumer Games in London to $50 million)
Copyright © 2014 by Sports Career Consulting, LLC

75. Types of Advertising Marketing Applications Online/Digital Media
LESSON 4.8
Marketing Applications
Types of Advertising
Online/Digital Media
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76. Types of Advertising Marketing Applications
LESSON 4.8
Marketing Applications
Types of Advertising
“Specialty” Media (or Promotional Products):
Includes “everyday” items displaying a company
name or logo
Examples include lanyards, calendars, pens, magnets, and coffee mugs
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77. Additional Forms of “Creative” Media:
LESSON 4.8
Marketing Applications
Types of Advertising
Additional Forms of “Creative” Media:
Marketers often use many other creative ways of
communicating advertising messages to consumers
Examples include: blimps (and other forms of aerial advertising, supermarket carts/bags, hot air balloons, and in-theater advertisements
Copyright © 2014 by Sports Career Consulting, LLC

78. Types of Advertising Marketing Applications
LESSON 4.8
Marketing Applications
Types of Advertising
In addition to the light rail advertisements, Adidas and the Portland Timbers prominently featured a number of advertisements through the Portland airport to celebrate the 2014 MLS All-Star game
Copyright © 2014 by Sports Career Consulting, LLC

79. Marketing Applications
LESSON 4.8
Marketing Applications
In 2014, Boeing rolled out a Seattle Seahawks branded airplane, paying homage to the team’s famed “12th Man” shout out to fans. In the plane’s first flight, the aircraft carved the number “12″ in the sky over downtown Seattle
Copyright © 2014 by Sports Career Consulting, LLC

80. Marketing Applications
LESSON 4.8
Marketing Applications
LSU Athletics took a unique advertising as part of a basketball campaign when they teamed with adverCar (a company that pays individuals to affix advertising messages to their personal vehicles), essentially paying fans to drive their message into local neighborhoods, shopping centers and commuter routes
Copyright © 2014 by Sports Career Consulting, LLC

81. LESSON 4.8
Marketing Applications
Advertising Agencies
Advertising Agency:
An organization that decides on and implements an advertising strategy for a customer
Nike contracts the Wieden & Kennedy agency to manage and oversee some of their advertising campaigns
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82. Advertising Agencies Marketing Applications
LESSON 4.8
Marketing Applications
Advertising Agencies
Wieden + Kennedy won an award at the 2012 Cannes Lions festival for its advertising spot featuring Carmelo Anthony, created for the Jordan Brand
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83. Advertising Agencies Marketing Applications
LESSON 4.8
Marketing Applications
Advertising Agencies
Under mounting pressure and facing a potential lawsuit, the Washington Redskins enlisted the help of a PR professional to help make a decision as to whether the franchise should change the team nickname
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84. Why an Agency? Expertise Time constraints “Fresh” perspectives
LESSON 4.8
Marketing Applications
Why an Agency?
Expertise
Time constraints
“Fresh” perspectives
Access to athletes, celebrities,
entertainers?
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