1. 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

2. 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

3. 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.

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

5. 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

6. 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.

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

8. 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 competition

9. 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

10. 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 successful marketing strategy

11. 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

12. 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.

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

14. 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.

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

16. 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

17. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 17 Consumer Spending Habits benefits derived the value people believe they receive from a product or service

18. 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 comparative advantage

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

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

21. 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

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

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

24. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 24 GATHER INFORMATION Marketers are often involved in every step of the decision-making process.

25. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 25 recognize a need or a want conduct product research evaluate choices decide what to purchase evaluate the product after the purchase The decision-making process involves the following steps.

26. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 26 Information Needed for Marketing Decisions Information about consumers that is important to consider include demographics shopping behaviors how consumers spend money product and brand preferences frequency of purchases

27. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 27 economic uncertainty reduces consumer spending marketplace competition provides consumers with choices technological advances have impacted how consumers research and buy products The business environment impacts consumer spending as follows:

28. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 28 Sources of Information for Businesses internal sources a business’s own customer records, sales records, production records, and operation records external sources government reports, trade and professional organizations, business publications, commercial data, and information services

29. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 29 obtained for the first time and specifically for the particular problem or issue being studied secondary data information previously collected for another purpose but is now found useful in the current study primary data

30. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 30 Explain the difference between primary and secondary data.

31. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 31 Lesson 4.3 Target Markets Goals Define target market and market segment. Describe how businesses use market segmentation.

32. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 32 Terms target market market segment market share

33. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 33 DETERMINE THE TARGET MARKET target market specific group of consumers you want to reach

34. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 34 Focus Marketing Efforts market segment a group of consumers within a larger market who share one or more characteristics Consumers belong to multiple market segments. Marketers must identify the market segment to which they want to sell.

35. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 35 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

36. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 36 What is a target market? Provide an example of a company’s target market.

37. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 37 MARKET SEGMENTATION Markets may be segmented in many ways. geographic location demographics psychographics behavior

38. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 38 Geographic Segmentation divides markets into physical locations

39. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 39 Demographic Segmentation information that can be measured age income profession gender education marital status household size

40. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 40 Psychographics Segmentation characteristics that cannot be physically measured values interests lifestyle choices

41. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 41 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 product benefits the positive experiences or associations people derive from using a product or service

42. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 42 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

43. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 43 List and describe four types of market segmentation.

44. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 44 Lesson 4.4 Customer Service Goals Explain the importance of outstanding customer service. Explain what it means to establish a service culture.

45. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 45 Terms customer service gap values-based culture

46. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 46 OUTSTANDING SERVICE EQUALS SUCCESS Business success depends on excellent customer service. Customer relationships should continue after the sale of goods and services.

47. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 47 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.

48. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 48 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.

49. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 49 Why is outstanding customer service critical to a business in a highly competitive marketplace?

50. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 50 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.

51. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 51 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.

52. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 52 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

53. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 53 Explain what it means to have a values- based culture.

54. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 54 PERFORMANCE INDICATORS EVALUATED Communicate ideas clearly to the judge (potential investor). Analyze all relevant data for proposing a new celebrity-theme restaurant.

55. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 55 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.

56. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 56 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.

57. Sports and Entertainment Marketing © Thomson/South-Western Chapter 4 Slide 57 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?