SPORTS AND ENTERTAINMENT MARKETING
CHAPTER
1
What Is Sports and
Entertainment Marketing?
1.1 Management Basics
1.2 Sports Marketing
1.3 Entertainment Marketing
1.4 Recreation Marketing
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LESSON 1.1
Marketing Basics
GOALS
Describe the basic concepts of
marketing.
Define the seven key marketing
functions.
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Marketing Concepts
What is marketing?
Marketing mix
Satisfying customer needs
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What Is Marketing?
Marketing—the creation and
maintenance of satisfying exchange
relationships
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Marketing Mix
 Marketing mix—describes how a business
blends the four marketing elements
 Product—what a business offers customers to
satisfy needs
 Distribution—the locations and methods used to
make products available to customers
 Price—the amount that customers pay for products
 Promotion—ways to encourage customers to
purchase products and increase customer
satisfaction
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Satisfying Customer Needs
Primary focus
Identify customer needs
Develop products
Operate a business profitably
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Key Marketing
Functions
SPORTS AND ENTERTAINMENT MARKETING
Product/service management
Distribution
Selling
Marketing-information management
Financing
Pricing
Promotion
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LESSON 1.2
Sports Marketing
GOALS
Define sports marketing, and
understand the importance of target
markets.
Identify sports marketing strategies.
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What Is Sports Marketing?
Sports marketing—using sports to
market products
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Determine
the Target Market
Target market—a specific group of
people you want to reach
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How to Find
a Target Market
Disposable income—income that can
be spent freely
Demographics—specific customer
information
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Spending Habits of Fans
Tickets
Clothing or equipment
Food
Travel
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Marketing Strategies
Sports logos on clothing
New sports, new opportunities
Gross impression
Timing
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Sports Logos on Clothing
Fan loyalty
Increased value
Feeling of success
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New Sports,
New Opportunities
Arena football
Television broadcasts
Sponsorships
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Gross Impression
Gross impression—the number of
times per advertisement, game, or show
that a product or service is associated
with an athlete, team, or entertainer
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LESSON 1.3
Entertainment Marketing
GOALS
 Understand why marketing must relate to the
specific audience.
 Relate advances in entertainment technology
to changes in distribution.
 Recognize the power of television and the
Internet as marketing tools.
 Understand feedback from the customer.
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Entertainment for Sale
 What exactly is entertainment?
Entertainment—whatever people are
willing to spend their money and spare time
viewing rather than participating in
 Entertainment can include sports or the arts.
Sports—games of athletic skill
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Sports or Entertainment?
Is a distinction required for successful
marketing?
Marketing-information management
Specific product promotions
Knowing customer needs
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Modern Entertainment
Marketing
The beginning of change
Change accelerated
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The Beginning of Change
 Louis Le Prince—first moving pictures (1888)
 Lumiere brothers—first to present a projected
movie to a paying audience (1895)
 The Jazz Singer—first movie with sound
(1927)
 Mickey Mouse—animation arrived (1928)
 Disneyland—theme park a new approach to
the marketing mix of entertainment (1955)
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Change Accelerated
Improvement of technology
Ease of distribution to the masses
Evolution of entertainment media
The Internet
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The Big Eye in Every Room
The early days of television and
marketing
Television’s increasing influence
Entertaining the customer
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The Early Days of
Television and Marketing
The first demonstration of TV in 1945
The American Association of Advertising
Agencies encouraged start of television
advertising
NBC and the Gillette Company staged
the first television sports spectacular in
1946
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Television’s
Increasing Influence
Major national corporations began to
advertise
Ad pricing tied to ratings or number of
viewers
Appeal to a mass audience
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Entertaining the Customer
Instant feedback from the customer
Marketing mix of reality shows is unique
Marketing mix fine-tuned based on
customer input
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LESSON 1.4
Recreation Marketing
GOALS
Apply the marketing mix to recreation
marketing.
Describe marketing for the travel and
tourism consumer.
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Recreational Sports
Recreation—renewing or rejuvenating
our body or mind with play or amusing
activity
Recreational activities—travel,
tourism, and amateur sports that are not
associated with education institutions
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Not for the Couch Potato
Time and money
Lessons
Practice
Equipment
Travel
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A Better Image
Ladies Professional Golf Association
(LPGA)
Promotion of a strong image to draw
sponsors and a broader audience
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Travel and Tourism
Tourism—traveling for pleasure
Data mining
Relax and smell the roses
Niche travel—recreational travel or tours
planned around a special interest
Complete travel packages/tours
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