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1.1 Marketing Basics
1.2 Sports Marketing
1.3 Entertainment Marketing
marketing
 the creation and maintenance of
satisfying exchange relationships

PRIMARY FOCUS
 identify your customer and the needs of
your customer
 develop superior products
 operate your business profitably
 Creation suggests that marketing
involves product development
 Maintenance indicates that
marketing must continue as long as a
business operates
 Satisfaction implies that marketing
must meet the needs of both
businesses and customers when
exchanging products or services
 Exchange relationship is when you
both give and receive something of
value

Marketers of sports and
entertainment marketing must
assess and monitor three (3)
major things at all times
1. consumer demand (huge impact)
2. the competition
3. The value of the goods and
services they offer


What are the elements of
the marketing mix?
marketing mix (4-Ps)
 how a business blends the
following four elements
▪
▪
▪
▪
product
place (distribution)
price
promotion
 product
 what a business offers
to satisfy needs
▪ goods and services
 place (distribution)
 the locations and
methods used to make
products available to
customers
 price
 amount customers pay for
products
 promotion
 success depends on reaching
prospective customers
 ways to make customers
aware of products
 encourages customers to
buy
Sports event of the year: Superbowl
 Billion-dollar event results in large
sums of money from sponsorships to
ticket sales
 The host city needs:
 Major transportation facilities
 Enough hotels, restaurants, and things to do
 CLIMATE doesn’t matter, why?
 Domes and newer facilities are weather proof

discretionary income
 the amount of money
individuals have available to
spend after paying for
necessities

Striking the right
balance between
product, price, place
(distribution), and
promotion is important.
1. Marketing Information Management
2. Product/Service Management
3. Financing
4. Pricing
5. Promotion
6. Selling
7. Distribution

Gathering and using
information about customers to
improve business decision
making.
 Example: Taste tests and surveys


Concepts and procedures
necessary to obtain, develop,
maintain, and improve
products and services
Focus groups for testing &
opinions

Obtaining money
needed to finance
the operation of a
business.
 This includes bank loans
and offering credit to
customers.

Determining a value to
charge for goods and
services. It is important to
consider competition and
what consumers are willing
and able to pay.

Communication used to
inform or remind people
about a business’s
products.
 Promotion also involves
persuading customers to
purchase a product.

Any direct and personal
communication with
customers to assess
and satisfy their needs

The transporting,
storing and handling
of goods on their way
from the
manufacturer to the
consumer.
 This includes the decisions
about where to sell a
product.

Spectators of sporting events are
consumers of a wide array of products
 From apparel to athletic equipment to food items
and automobiles
 Common traits of spectators are important

demographics
 common characteristics of a group
▪ age, marital status, income, education

sports marketing
 using sports to market products
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
Demographics: The study of
characteristics of groups of
human beings in terms of
statistics.
 Objective characteristics of
consumers such as age, income,
education, sex or occupation.
 A demographic is what most
marketing activities focus on, as it
is easiest to describe.

Sports are the 11th largest
business of all U.S.
industrial groups

Nation’s output for sports
goods and services is
estimated at $213-350
billion annually

Success of sports marketing
depends on continual innovation
and providing new opportunities
 extreme sports
 arena football
 lingerie football
 Expanded coverage of sports

gross impression
 the number of times per
advertisement, game, or show that a
product or service is associated with an
athlete, team or entertainer
Question: How
many times do you
need to see a
message to make
it part of your
memory?
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
Marketers are aware that
popularity is based on a
winning record in sports.
 Fans want goods that identify
them as winners
 Winning trends need to be
monitored for changes
 Increased success leads to
greater competition

Must remain unique to
be effective

Sports marketing is a
multi-billion-dollar global
industry that has a
definite impact on the
economy.
 Name some ways that
sports impact you and
your family?

Sports fans have emotional ties
 Many live for the weekends to see their
favorite teams in action
 Emotions such as affection and
passion compel fans to buy tickets
and other sports-related products
• Capture the heart and fans
spend discretionary income
freely
• Celebrities are becoming
more involved in sports

entertainment marketing
 influencing how people choose to spend
their time and money on entertainment

entertainment
 whatever people are willing to spend
their money and spare time doing
rather than participating in ….



At the beginning of the
twentieth century, audiences
needed to travel to the
entertainment source.
Audience feedback was
instantaneous and live.
Technology distanced
entertainers from their
audiences.
 Internet Feedback (How)
 Hits…
Early Days of Television and Marketing
 TV changed the marketing of
entertainment in a profound way.
 In 1945, Only 9 TV stations and 7000 TVs
existed
▪ 25,000 people came to Gimbel’s in Phila to see TV
 In 1946, NBC & Gillette staged 1st Sporting
Event

(heavy-weight boxing)
Television’s Increasing Influence
 All major corporations lined up to use TV
 Charged companies by influence and ratings
 Ratings
▪ the number of viewers the programming attracted

In 1956, 82% of all TVs tuned
into The Ed Sullivan Show,
weekly Sunday-evening variety
show.
 Launched Big Name stars:
▪ Elvis Presley & The Beatles
 Set the standard for marketing
▪ Talent displayed to millions by using
technology for distribution

Chapter 1 from Textbook
Exam is tomorrow!
 Review PPT is posted on my
faculty website
 Re-read chapter
 Mixed test of:
▪ Multiple Choice
▪ True/False
▪ Dropdown Selection