Sports and Entertainment Marketing© Thomson/South-Western

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WHAT IS MARKETING? Marketing

Long definition – Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives

Simple definition – anything that you do to get the product/service in the hands of customers. Satisfying needs and wants.

Sports and Entertainment Marketing© Thomson/South-Western

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Sports and Entertainment Marketing Marketing of sports and entertainment.

Round Rock Express giving out free tickets, or advertising season ticket packages

Marketing through sports and entertainment. Companies use sports and entertainment

as a vehicle to gain exposure for their products (think Gatorade)

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THE MARKETING MIX A.K.A - The 4 P’s

how a business blends the following four elements product place price promotion

Sports and Entertainment Marketing© Thomson/South-Western

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what a business offers to satisfy needs goods and services

place (distribution) the locations and methods used to make

products available to customers

product

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amount customers pay for products promotion

ways to make customers aware of products

encourages customers to buy

price

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A Marketing Mix Example in the Entertainment Industry Can you give me an example of the

marketing mix being used in the Entertainment industry? Think: States Fairs, Movies, Shopping,

Reading, etc.

Sports and Entertainment Marketing© Thomson/South-Western

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CORE STANDARDS OF MARKETINGThe basis of all marketing activities

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designing, developing, maintaining, improving and acquiring products or services to meet customer needs

Product/Service Management

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gathering and using information about customers to improve business decision making

Marketing-Information Management

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using a variety of communication forms, including advertising, to distribute information about products, services, images and ideas to achieve a desired outcome

Promotion

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any direct and personal communication with customers to assess and satisfy their needs

Selling

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the process of establishing and communicating to customers the value or costs of goods and services

Pricing

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Distribution involves determining the best way to get a company’s products and services to customers.

Distribution

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A company must budget for its own marketing activities and provide customers with assistance in paying for the company’s products and services.

Financing

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WHY SPORTS MARKETING? demographics

common characteristics of a group age, marital status, gender, ethnic background,

income, education sports marketing

large audiences to market products

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New Sports, New Opportunities continual innovation provides new

opportunities X Games MMA New Summer Olympic Sports – Golf and

Rugby being considered for 2016

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THE VALUE OF SPORTS MARKETING Sports marketing is a multi-billion-dollar

global industry that has a definite impact on the economy. Hospitality Industry Emotional connections influence buying Promotional streams for media outlets

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Lesson 1.3

Entertainment Marketing

Goals Define entertainment. Describe the impacts of advances in

entertainment technology on entertainment marketing.

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ENTERTAINMENT FOR SALE entertainment marketing

influencing how people choose to spend their time and money on entertainment concerts, movies, amusement parks, theater,

etc. What would you consider the WWE?

Sports and Entertainment Marketing© Thomson/South-Western

Entertainment Marketing – Viewed in two ways: Entertainment as a product to be

marketedOR

How to use entertainment to attract attention to other products

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What Exactly is Entertainment? entertainment

whatever people are willing to spend their money and spare time viewing rather than participating in

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The Beginning of Change Disneyland (1955) represented a new

approach to the marketing mix of entertainment.

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The Big Eye in Every Room The Early Days of Television and

Marketing TV changed the marketing of

entertainment in a profound way. Television’s Increasing Influence

The pricing of commercial time slots tied to the ratings the number of viewers the programming

attracted

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Change Accelerated Technology improvements, including

the internet, have facilitated distribution of sports and entertainment to the masses.

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Technology and Customer Feedback Audiences can use a variety of

communication technologies to provide entertainment feedback. Think American Idol voting

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