What Is Sports And Entertainment Marketing.ppt
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1、What Is Sports And Entertainment Marketing?Chapter 11.1 Marketing BasicsObjectivesYou will be able to describe the basic concepts of marketing.You will be able to describe the seven key marketing functions.What Is Marketing?Marketing is planning and executing the conception,pricing,promotion,and dis
2、tribution of ideas,goods,and services to create exchanges that satisfy individual and organizational objectives.The American Marketing Association Marketing is the creation and management of satisfying exchange relationships.Marketing MixThe Marketing Mix describes how a business blends the four mar
3、keting elements of Product,Distribution,Price,and Promotion.The Marketing MixProduct What a business offers a customer to satisfy needs.Distribution Involves the location and methods used to make products available to customers.Price The amount that customers pay for products.Promotion This describe
4、s ways to encourage customers to purchase products and increase customer satisfaction.Satisfying Customer NeedsThe most important aspect of marketing is satisfying the customer.Customer needs should be the primary focus during the planning,production,distribution,and promotion of a product or servic
5、e.1.Identify customer needs2.Develop products that customers consider better than other choices3.You must be able to operate a business profitably Marketing Functions:The Basis of All Marketing ActivitiesProduct/Service ManagementThe designing,developing,maintaining,improving,and acquiring products
6、or services so they meet customer needs.*Fisher Price tests new toy ideas with both children and parents to make sure children will play with them and parents will buy them.DistributionDetermining the best way to get a a companys products or services to the customer.*Television manufacturers like So
7、ny sell their products through electronic retailers like Circuit City.FinancingThis requires a company to not only budget for their own marketing activities but to provide the customer with assistance in paying for the product.*General Motors offers loans to customers through its GMAC Division.Marke
8、ting Information ManagementGathering and using information about customers to improve business decision making.*Dominos used marketing research to adapt to a new market in Japan.Smaller pizzas to be eaten as snacks Non traditional toppings corn/tunaPricingThe process of establishing and communicatin
9、g the value or cost of goods and services to customers.*Prices to professional sports events and concerts are often very expensive because the demand for them is very high.PromotionThe use of advertising and other forms of communicating information about products,services,images,and ideas to achieve
10、 a desired outcome.*Coupons on the back of tickets promote products or services and entice fans into trying the products or services shown.SellingDirect and personal communication with customers to assess and satisfy their needs.Selling also includes anticipating the customers future needs.*Today se
11、lling also includes items purchased over the internet with no personal communication.*Loretta Lynn and her husband traveling to sell radio stations on her single“Honky Tonk GirlThink Critically Think of 3 recent sports or entertainment purchases you have made.Identify how each purchase involved the
12、seven marketing functions.1.2 Sports MarketingObjectives Define sports marketing.Understand the importance of target markets.Identify sports marketing strategies.What Is Sports Marketing?Sports Marketing is using sports to market products or services.Spectators of sporting events are the potential c
13、onsumers of a wide array of products ranging from apparel and athletic equipment to food.Target MarketlA target market is a specific group of people you want reach.lIn order to promote and sell products and services,a company must know the needs and wants of the target market.How To Find A Target Ma
14、rketA Company Must First.lIdentify the customer.lLearn specific information(Demographics)about the customer such as Age ranges in the groupMarital statusGenderEducational levelAttitudes and beliefsIncome(especially disposable income)Disposable IncomeIncome that can be freely spent.Income left over a
15、fter all obligations have been met.Spending Habits of FanslIt is important to research the spending habits of fans in order to maximize profits on items that are purchased at sporting events.lThe price fans are willing to pay for a ticket depends upon Interest of the target market The national impor
16、tance of the event The popularity of the participating athletes The rivalry associated with the contestlFans also pay for team clothing or equipment and food and travel expenses to and from a game.Did You KnowIn 1998 a family of 4 could expect to pay$115.00 on average to attend a major league baseba
17、ll game.This price included tickets,parking,hot dogs and drinks,programs,and souvenir caps.The highest cost was for the New York Yankees:$148.56.The lowest cost was for the Cincinnati Reds:$89.97.Marketing StrategiesSports Logos on ClothinglShow fan loyaltylIncrease the value of the clothing in the
18、eyes of the fanlSome Consumers feel more successful themselves if they can purchase and wear clothing with logoslEndorsements make money for professional athletes and professional and college teams.Marketing StrategiesNew Sports Produce New OpportunitieslOffer new opportunities for endorsements and
19、marketing.lArena football founded in 1998lWNBA(Womens National Basketball Association)Gross ImpressionGross Impression is the number of times per advertisement,game,or show that a product or service is associated with an athlete,team,or entertainer.Often the message is is a very subtle one.Advertise
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