1. What is Marketing Section 1.1

2. Goals / “I can…” Describe the basic concepts of marketing. Describe the basic concepts of marketing. Explain each part of the marketing mix. Explain each part of the marketing mix. Define the functions of marketing. Define the functions of marketing.

3. Marketing? Most visible business function… Most visible business function… …least understood business function …least understood business function American Marketing Association def. – planning and executing the conception, pricing, promotion, and distribution of ideas, G&S to create exchanges that satisfy individual & organizational objectives. American Marketing Association def. – planning and executing the conception, pricing, promotion, and distribution of ideas, G&S to create exchanges that satisfy individual & organizational objectives.

4. GoPro and YouTube

9. Data Mining – Minority Report

19. Marketing? Is Marketing simply Advertising? Is Marketing simply Advertising? One of the main objectives of any business (especially in Marketing) is to take care of the customer’s needs. One of the main objectives of any business (especially in Marketing) is to take care of the customer’s needs.

20. Marketing Mix The Marketing Mix helps you to take care of almost all marketing activities. The Marketing Mix helps you to take care of almost all marketing activities. Product – what are you offering your customers? Product – what are you offering your customers? Price – what price are you charging for your product / service? Price – what price are you charging for your product / service? Place / Distribution – where is your product available to customers Place / Distribution – where is your product available to customers Promotion – how do the customers know about your product / service? Promotion – how do the customers know about your product / service?

21. Marketing Mix Video on the 4 P’s Video on the 4 P’s

22. Super Bowl Mix The Super Bowl is THE sports event of the year The Super Bowl is THE sports event of the year Describe the Marketing Mix in terms of how it relates to this grand event: Describe the Marketing Mix in terms of how it relates to this grand event: Product – Product – Price – Price – Place / Distribution – Place / Distribution – Promotion Promotion

23. How do you decide? There are many things to consider when trying to sell your product(s) to your customers: There are many things to consider when trying to sell your product(s) to your customers: Discretionary income Discretionary income Why is this so important to Sports & Ent. Marketing? Why is this so important to Sports & Ent. Marketing? Price Price Distribution Distribution

24. Cyber Marketing With new technologies popping up all the time, live cybercasts of concerts are viewed and heard all around the world through the internet. With new technologies popping up all the time, live cybercasts of concerts are viewed and heard all around the world through the internet. Movie companies broadcast movie trailers over the Net and market movie-related merchandise to consumers. Movie companies broadcast movie trailers over the Net and market movie-related merchandise to consumers. To see some of these videos you first have to type some personal info about yourself. To see some of these videos you first have to type some personal info about yourself. How do marketing companies use this info to better promote their products? How do marketing companies use this info to better promote their products?

25. Core Standards of Marketing EVERY marketing activity includes at least 1 of the following: EVERY marketing activity includes at least 1 of the following: Distribution Distribution Marketing Information Management Marketing Information Management Pricing Pricing Product / Service Management Product / Service Management Promotion Promotion Selling Selling

26. Test Yourself? Marketing, as a business function, is A. encouraging customers to purchase products B. Another term for grocery shopping C. Creating and maintaining satisfying exchange relationships. D. None of these.

27. Test Yourself? The elements of the marketing mix are: A. purchasing, distribution, financing, and price B. product, distribution, price, and promotion. C. purchasing, planning, advertising, and distribution. D. planning, distribution, price, and advertising.

28. Test Yourself? Which of the following is NOT considered 1 of the 6 marketing functions: A. Selling B. Promotion C. Distribution D. Purchasing

29. Sports Marketing Section 1.2

30. Goals / “I can…” Define what a Target Market is. Define what a Target Market is. Define Sports Marketing. Define Sports Marketing. Explain the value of Sports Marketing to an economy. Explain the value of Sports Marketing to an economy.

31. Sports = $$$$ Sports are big business at many universities throughout the country Sports are big business at many universities throughout the country 2014 / 2015 Bowl Season Payout 2014 / 2015 Bowl Season Payout 2014 / 2015 Bowl Season Payout 2014 / 2015 Bowl Season Payout College Basketball vs. College Football College Basketball vs. College Football College Basketball vs. College Football College Basketball vs. College Football What NCAA sport makes more $ - football or basketball? What NCAA sport makes more $ - football or basketball? What NCAA sport makes more $ - football or basketball? What NCAA sport makes more $ - football or basketball? Do college athletic departments need to rely on students to “foot the bill”? Do college athletic departments need to rely on students to “foot the bill”? Do college athletic departments need to rely on students to “foot the bill”? Do college athletic departments need to rely on students to “foot the bill”?

32. Why Sports Mktg.? Sports spectators are possibly the perfect potential customer Sports spectators are possibly the perfect potential customer Why? Why?

33. Determine the Target Market Target Market Target Market Specific group of consumers you want to reach Specific group of consumers you want to reach

34. Marketing Strategy – 2 Steps I.D. Target Market I.D. Target Market Create Marketing Mix Marketing Mix – 4 P’s Marketing Mix – 4 P’s Should satisfy needs and wants of target market Should satisfy needs and wants of target market AND provide a profit for the company AND provide a profit for the company

35. Importance of Target Market No single produce can meet EVERYONE’s needs No single produce can meet EVERYONE’s needs Who is Pepsico? Proctor & Gamble?

36. Taste Test Activity — Lemon-Lime Soda — Orange Juice — Bottled Water — Pop-Tarts — Breakfast Bars — Fruit Cocktail — Cheese Puffs — Cheese Crackers Cookies Wheat Crackers Cereal Tortilla Chips Applesauce Mixed Nuts Brand vs. Generic

37. Are the statistics used to describe a population such as gender, age, race and earnings Are the statistics used to describe a population such as gender, age, race and earnings example: example: companies such as CoverGirl® and Secret® have endorsement deals with athletes such as Olympians Nastia Liukin and Shawn Johnson to help them market to young women companies such as CoverGirl® and Secret® have endorsement deals with athletes such as Olympians Nastia Liukin and Shawn Johnson to help them market to young women 37

38. Is all of the marketing activities designed to satisfy sports consumers Is all of the marketing activities designed to satisfy sports consumers Uses mainstream or alternative sports and/or the figures associated with these sports to connect with a targeted group of consumers Uses mainstream or alternative sports and/or the figures associated with these sports to connect with a targeted group of consumers Builds positive brand awareness Builds positive brand awareness Supports retail and sales promotions Supports retail and sales promotions Can be completed either by a sports marketing firm or a general marketing firm Can be completed either by a sports marketing firm or a general marketing firm 38 Sports consumer- an individual who may play, watch or listen to sports or read, use purchase and/or collect items related to sports

39. Focuses on the sport and activities that accompany a sporting event such as event planning, promotion, financing and sponsorship Focuses on the sport and activities that accompany a sporting event such as event planning, promotion, financing and sponsorship Can be divided into two major categories Can be divided into two major categories marketing of the sport marketing of the sport a television advertisement for the Kentucky Derby a television advertisement for the Kentucky Derby an Internet banner advertising the Indianapolis 500 an Internet banner advertising the Indianapolis 500 marketing through the use of sport marketing through the use of sport Tiger Woods endorsing Nike® sportswear Tiger Woods endorsing Nike® sportswear Peyton Manning advertising for DirectTV® Peyton Manning advertising for DirectTV® 39

40. Why Sports Mktg.? Sports Marketing basically is marketing that takes advantage of sports Sports Marketing basically is marketing that takes advantage of sports The goal of sports marketing is to use the right marketing mix to meet customer needs while generating a profit. The goal of sports marketing is to use the right marketing mix to meet customer needs while generating a profit. Marketers consider 3 factors to do this: Marketers consider 3 factors to do this: New Sports / Opportunities New Sports / Opportunities Gross Impression Gross Impression Timing Timing

41. Goals of Spts. Mktg. New Sports / Opportunities New Sports / Opportunities Skateboarding, snowboarding, arena football, curling Skateboarding, snowboarding, arena football, curling Winter X Games Winter X Games Gross Impression Gross Impression # of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer # of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer

42. Goals of Spts. Mktg. Timing Timing Fans want products and services that identify them with winning teams and athletes. Fans want products and services that identify them with winning teams and athletes. Marketing efforts may need to be tweaked based on changes in winning trends. Marketing efforts may need to be tweaked based on changes in winning trends. “Time is Money”, “Every loss is costing us $x”…… “Time is Money”, “Every loss is costing us $x”……

43. Value of Sports Mktg. Sports impact individual and family budgets Sports impact individual and family budgets Little league games Little league games Bowl games Bowl games The auto industry The auto industry Restaurants, hotels, parking lot attendants, etc. Restaurants, hotels, parking lot attendants, etc. Construction Construction Emotional Value Emotional Value Different “channels” Different “channels” $$$$ to advertise $$$$ to advertise

44. Value of Sports Mktg. Name three ways that sporting events help boost the local economy and/or national economy. Name three ways that sporting events help boost the local economy and/or national economy.

45. Entertainment Marketing Section 1.3

46. Goals / “I can…” Define Entertainment Define Entertainment Describe the impacts of advances in entertainment technology on entertainment marketing. Describe the impacts of advances in entertainment technology on entertainment marketing.

47. Entertainment for Sale! Purpose of Entertainment Marketing: Purpose of Entertainment Marketing: to influence how people choose to spend their time and money on entertainment to influence how people choose to spend their time and money on entertainment We’ll look @ this in 2 ways: We’ll look @ this in 2 ways: As a product to be marketed As a product to be marketed How marketing uses entertainment to attract attention to other products How marketing uses entertainment to attract attention to other products

48. What is Entertainment? WHATEVER people are willing to spend their money and spare time viewing rather than participating in. WHATEVER people are willing to spend their money and spare time viewing rather than participating in. Can include sports or the arts and can be viewed in person or in broadcast or recorded form Can include sports or the arts and can be viewed in person or in broadcast or recorded form Sports is defined as something that requires athletic skill Sports is defined as something that requires athletic skill Entertainment is defined as watching something. Usually applies to movies, theater, music concerts, the circus, etc. Entertainment is defined as watching something. Usually applies to movies, theater, music concerts, the circus, etc.

49. History Some important happenings in the world of entertainment: Some important happenings in the world of entertainment: Louis Le Prince – made 1 st movie with moving pics (1888) Louis Le Prince – made 1 st movie with moving pics (1888) 1 st movie with sound – The Jazz Singer (1927) 1 st movie with sound – The Jazz Singer (1927) 1 st animated film – Mickey Mouse’s Steamboat Willie (1928) 1 st animated film – Mickey Mouse’s Steamboat Willie (1928)Steamboat WillieSteamboat Willie 1 st full-length animated film – Snow White (1938) 1 st full-length animated film – Snow White (1938) Disneyland opened in 1955 due to popular response Disneyland opened in 1955 due to popular response Disneyland posed a brand new way to market a product Disneyland posed a brand new way to market a product

50. The Big Eye in every room! When TV entered into every home in America, sports & entertainment marketers found a highway into the billfolds of consumers. When TV entered into every home in America, sports & entertainment marketers found a highway into the billfolds of consumers. It’s ever increasing influence It’s ever increasing influence The number of tv stations grew from 9 in 1945 to 98 by 1949! The number of tv stations grew from 9 in 1945 to 98 by 1949! Change Change What was few is now many What was few is now many New Technologies New Technologies

51. Technology & Customer Feedback Audiences can now use a variety of communication technologies to provide entertainment feedback. Audiences can now use a variety of communication technologies to provide entertainment feedback.

52. The Beginning of Change Disneyland represented a new approach to the marketing mix of entertainment. Disneyland represented a new approach to the marketing mix of entertainment. Transfer of movie / film industry to theme parks Transfer of movie / film industry to theme parks Video link Video link

53. T EST Y OURSELF ? Specific information about people, such as income, age, and gender, is known as? ■A. demographics. ■B. population variables. ■C. poll results. ■D. none of these.

54. T EST Y OURSELF ? What is entertainment? ■A. performing arts, such as theater, ballet, and symphony concerts. ■B. professional sports, such as the national football league. ■C. whatever people are willing to spend their time and money watching. ■D. all of these.

55. T EST Y OURSELF ? Name three technological advances that have helped marketing and advertising become a multibillion-dollar industry? ■A. Internet, Television, Radio. ■B. Radio, Newspapers, Magazines. ■C. Internet, Billboards, Bus Advertising. ■D. none of these.