Goods – tangible products
The process of
developing, promoting,
distributing and selling
goods and services to
satisfy customers’
needs and wants
Services – Intangible products
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The idea that a
business should
strive to satisfy
customers’ needs
and wants while
generating a profit

Sports marketing is using sports to
market related and unrelated products.
NIKE Jordans
Hanes
4
Nike logo on
college jerseys!

Sports Logos on Clothing

New sports, new opportunities
 Soccer popular during World Cup time
 Lacrosse growing every year

Timing
 New apparel coming out in preparation for the upcoming season!
5

Using entertainment to
sell related and unrelated
products

Influencing how people
choose to use their time
and money for the
purpose of entertainment

Using recreation (hobbies, travel,
tourism, etc.) to sell related and
unrelated products
Examples
 Camping
 Running
 Amateur Sports
What Moves You?
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 A specific
group of
people that a
business wants to
reach with their
goods or services
8
Geographics – where people live
Demographics – personal characteristics
Psychographics – lifestyle (attitudes/values)
Product Benefits – consumer wants and needs
9
Characteristic of the market you are trying to reach
•Age
•Marital Status
•Gender
•Kids or no kids
•Ethnicity
•Location
•Occupation
•Income level
•Lifestyle
10
The 5 P’s of Marketing
People
Product
Price
Promotion
Place
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
Product – what is the product – (name, packaging)

People – the target market

Price – what customers are willing and able to pay

Place – where is it sold and how it gets there

Promotion – how is the product marketed
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