MondayCh. 2 structured notes

Pick up note sheet near my computerGroup “activity”/discussionInternet Activity

Some people have work that needs to be made up—others did a good job of this Friday!

Marketing College & Amateur Sports

Chapter 2

Effects of Collegiate SportsEconomic Implications for school, community, region, & stateHotel rooms, restaurants, gas stations,

shopping malls.Media attention helps the college community

benefit.Newspapers, magazines, & local sportscast

focus on team and the entire community benefits.

Strong Public Image*Reminder: Promotion provides the means of communication to inform, persuade, or remind people about college athletics*

Schedule cards throughout cityPosters build enthusiasmPromotional materials, information guidesWebsites

Rules & RankingsNational Collegiate Athletic Association (NCAA)—governing body of most college and university athletic programsCreates and enforces guidelines and rules

that schools must follow in order to remain in good standing

Guidelines areas include: recruitment, gender equity, scholarships,

gambling prohibitions, and many ethical issues

College Team RankingsBased on past team performance, talent, team schedules, & personal preferenceFirst rankings occur before the season starts

Why so much emphasis on rankings?

1. Builds excitement & strong attendance at games—creating fan loyalty & national respect

2. Influence major t.v. networks to schedule games

More revenue for the team & university

3. Fewer steps to #1 spot4. Bowl games—national championship

game earns $$$

#1 Has Lingering EffectsFavorable national recognitionIncreased potential for recruitmentRetailers carry the nat’l champion’s sportswear & memorabiliaAlso—being the official sportswear manufacturer for a consistent winner is good advertising.

TIME OUTEach team in the 1998-99 Rose, Sugar,

Orange, & Fiesta Bowls earned an average of $12.5 million

Other bowls paid from $700,000 to $3.6 million to each participating team.

MARKET SEGMENTATIONMarket segment—a group of individuals within a larger market that share one or more characteristics.Example—many like basketball, but a smaller group specifically enjoys University of Kentucky b-ball.So, magazine covers featuring the Wildcats will

sell more than one featuring the Brigham Young University Cougars

TIME OUTThe University of Kentucky Wildcats men’s basketball team brought $3.3 million in fan spending for business in downtown Lexington, Kentucky in 1996-1997

5 Elements of Market Segmentation

1. Geographic Segmentation—dividing markets into physical locations (eastern, northern, southern, & western)

2. Demographic—info that can be measured (income, gender, & education)

3. Psychographics—Lifestyle choices and attitudes (can’t be measured)

Will you attend the game on a holy day or your faith?

4. Product usage—what products you use, how often, and why.

Use this to encourage you to try new, similar products.

5. Benefits derived—value people believe they receive from the product or service.

Enjoyment from a good game; team logo shirt vs. a identical shirt w/o the logo

AssignmentGive a college sports example relating to each element of market segmentationHow?Pick a college team (other than the Huskers) Identify an example from each market

segmentationGeographic, Demographic, Psychographics, Product

usage, Benefits Derived

Example: Husker FootballGeographic: Nebraska (maybe some South Dakota??)Demographic: All ages, both genders, all levels of income & educationPsychographics: People avoid having weddings on Husker game daysProduct Usage—Val’s pizzaBenefits derived—tons of Husker apparel; memorabilia; game day T-shirts; $2.00 per balloon??

TuesdayOpen MY websiteWork on what we’re working on & I don’t have to “block” websites

Internet ActivityWork with a partnerList five strong college football or basketball programs.Use the Internet to find out how many fans the stadium or arena holds for each of these schools & ticket prices.How much revenue would be generated from ticket sales for a sold-old game?

Women’s College SportsNCAA focused attention in 19801981 19 nat’l championship events were added to the women’s programsAttendance has steadily grown—networks run more games.

TIME OUTAverage home-game attendance at the University of Tennessee women’s basketball games increased from 2,725 in 1978-79 to 10,500 in 1996-97

Marketing Opportunities in Women’s Sports

A new target market is opening upWomen now want soccer shoes, basketballs, golf clubs, bats, & racing bikes.

Review QuestionsMarket Segmentation

a. Involves looking at the entire marketplace as one

b. Involves dividing the marketplace into smaller interest groups

c. Usually decreases total saled. Is no longer used by successful

marketing strategist

Review QuestionsMarket Segmentation

a. Involves looking at the entire marketplace as one

b. Involves dividing the marketplace into smaller interest groups

c. Usually decreases total saled. Is no longer used by successful

marketing strategist

Taking your little brother out for his birthday instead of going to a game with friends is an example of:

a. Demographic segmentationb. Benefits derived segmentationc. Psychographics segmentationd. Product usage segmentation

Taking your little brother out for his birthday instead of going to a game with friends is an example of:

a. Demographic segmentationb. Benefits derived segmentationc. Psychographics segmentationd. Product usage segmentation

TechnologyUse the Internet to find the latest rankings for a college sportChoose one of the teams in the Top Five.Search again to find the history behind the success of that team.List the most recent steps to the team’s success.

ResearchConduct research on schools that have been placed on NCAA athletic probation.List the reasons for the probation and the effects of the probation on the team’s success

ThursdayHand in Episode 2 worksheet from yesterdayGet out notes sheet – finish with bookGet out Ch. 2 Internet Research (ticket prices x stadium seating, etc.) – Finish

Check grades – time for individual help if needed today

MondayWork on Special Olympics brochureProbably saved in your folder as a

Publisher file

If you need the rubric, get it off my website

Vote for school spirit video – we can watch if you want

Sarah Leeth, 2010 USA National Games,leeth@2010specialolypmics.org or (402) 981-4862

TuesdayVote on spirit video Can we get finished with the first brochure today?Turn in to DocuShareStart second one tomorrow?

WednesdayYour choice –Do you want to take a break from the

brochures & watch Full Contact Episode 3?Or would you rather finish up brochure #1

and watch that another day?

ThursdayLet’s get finished with the Special Olympics

FridayShould have me proof-read your Special Olympics brochure – turn in to Docushare after corrections made

START your Lincoln attractions brochure. (Instructions are on last Friday’s date on my website)

MondayWelcome back –Two days to finish Lincoln Attractions brochureIdeas: Hotels Restaurants Things to Do… Facts? Maps? Photos

Should have turned in S.O. brochure by now – will grade tonight

FridayGet a book & piece of paperAssignment:Page 45 Questions 1-4Page 46-47 Questions 1-9, 11-13

Quiz Monday (over chapter 2)Extra credit (very little, but some) – word searchSome people still missing brochures – big points