17-1 Chapter 17 Distribution Decisions in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill...
-
date post
21-Dec-2015 -
Category
Documents
-
view
215 -
download
0
Transcript of 17-1 Chapter 17 Distribution Decisions in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill...
17-1
Chapter 17Chapter 17
Distribution Decisions Distribution Decisions
in Sports Marketingin Sports Marketing
McGraw-Hill/Irwin ©2007 The McGraw-Hill Companies, All Rights Reserved
17-2
Distribution (Place)Distribution (Place)
• Distribution Is the Second Variable of the Traditional Marketing Mix
• Represents Decisions Regarding the Manner in Which Sports Products Are Made Available to the Sports Consumer
17-3
Spectator SportsSpectator Sports
• Live Audience – Those Spectators in Attendance at the Sports Venue
• Media-Based Audience – Those Who Witness the Event Via Some Electronic Medium
• Marketing Objective May Focus on Either or Both of the Two Types of Audiences
17-4
Spectator Sports – Spectator Sports – Live AudienceLive Audience
• Venue Issues
– Where Shall Special Events be Staged?– In Which Cities Should Teams be Located?– Is a New Facility Needed
• Where Should the Community’s New Stadium Be?• Single-Purpose or Multipurpose Facility?• How Many Fans Should the Facility Seat?
– When Should the Event be Staged?
17-5
Spectator Sports – Spectator Sports – Live AudienceLive Audience
• Ticket Issues (Ticket Distribution Strategy)
– Traditional Box Office– Phone Orders– Authorized Ticket Retailers and Brokers– Internet
17-6
Spectator Sports – Spectator Sports – Live AudienceLive Audience
• Unaffiliated Ticket Distribution
• Not Part of Marketer’s Own Strategy– Unauthorized Resellers
• Scalpers Who Speculate
– Internet Agencies• Bring Buyer & Seller Together (i.e. eBay)
17-7
Spectator Sports – Spectator Sports – Media-Based AudienceMedia-Based Audience
• Television
– Free-to-Air TV – Major Networks
– General Sports Networks – ESPN; SkySports
– Specific Sport Network – Golf Channel
17-8
Spectator Sports – Spectator Sports – Media-Based AudienceMedia-Based Audience
• Television (Continued)
– Sports Tier – NFL Sunday Ticket on DirecTV
– Team-Dedicated Networks – YES Network
– Pay-Per-View (PPV) – Boxing Match
17-9
Spectator Sports – Spectator Sports – Media-Based AudienceMedia-Based Audience
• Concerns About PPV
– Will Prime Events Move from Free-to-Air TV to a PPV Format Exclusively?
• Super Bowl; Olympics; World Cup of Soccer
– Australia’s Antisiphoning Law• Assures Free Availability of Key Events
17-10
Spectator Sports – Spectator Sports – Media-Based AudienceMedia-Based Audience
• Radio
– AM
– FM
– Satellite• Sports Tiers
17-11
Spectator Sports – Spectator Sports – Media-Based AudienceMedia-Based Audience
• Internet
– Free-to-Air Radio Stations with Web Access
– Audio Streaming
– Video Streaming
17-12
Spectator Sports – Spectator Sports – Media-Based AudienceMedia-Based Audience
• Cellular Phones– Emerging One-to-One Broadcast Medium
• Smart Watches– Still a Novelty
17-13
Market Development StrategiesMarket Development Strategies
• New Target Markets for a Spectator Sport
• New Demographic Group– X Games New Emphasis on Female Segment
• New International Target Market– Cricket in USA; Gridiron Football in China
17-14
Market Development StrategiesMarket Development Strategies
• Global Competition– Showcase Sport in New Locations
– NHL Players in Olympics– World Baseball Classic– NASCAR in Mexico– NBA’s “Basketball Without Borders”
17-15
Market Development StrategiesMarket Development Strategies
• Global Media
– World Cup of Soccer 2006 Shown Live on TV in Many Markets
– Internet Streaming Makes Small or Emerging Markets Accessible
– Satellite Radio
17-16
Participation SportsParticipation Sports
17-17
SASSSASS
• Sporting Goods, Apparel, Athletic Shoes, and Sports-Related Products
• General Retailing Principles Provide the Framework for the Distribution of SASS
17-18
SASSSASS
• Key Question Concerns the Scope of Distribution in a Given Geographic Area
– Intensive Distribution
– Selective Distribution
– Exclusive Distribution
17-19
SASSSASS
• Role of Nonstore Retailing
• Direct Response Marketing (DRM)
17-20
Sports-Related ProductsSports-Related Products
• Sold at the Venue
– Optimal Number of Service Outlets
– Service in Seating Area
17-21
Closing CapsuleClosing Capsule
• “If you build it, he will come”
• That Popular Line from the Movie “Field of Dreams” Does not Truly Explain Most Sports Marketing Efforts
• An Effective System Must be Implemented in an Effort to Reach Each Target Market
17-22
Closing CapsuleClosing Capsule
• Spectator Sports
• Live Audience– Venue Issues (i.e. Capacity)– Ticket Issues (i.e. Use of Internet)
• Media-Based Audience– A Broad Array of Options
17-23
Closing CapsuleClosing Capsule
• Market Development for Spectator Sports
• Effort to Grow the Market by Reaching New Target Markets
• Live and Media-Based Efforts
17-24
Closing CapsuleClosing Capsule
• Participation Sports– Different Types of Facilities– Marketers Need to Balance Supply & Demand
• SASS– Driven by General Retailing Principles