© south-western/thomson sports and entertainment marketing chapter 9slide 1 chapter 9 chapter 9...
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CHAPTER 9 SLIDE 1 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTERCHAPTER 99Marketing Entertainment
9.19.1 Customized Entertainment
9.29.2 Entertainment Technology and Marketing
9.39.3 World Entertainment Marketing
CHAPTER 9 SLIDE 2 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 9.1LESSON 9.1
Customized Entertainment
GOALSGOALSExplain customizing entertainment
products for a market segment.Describe customized entertainment
marketing for Baby Boomers.
CHAPTER 9 SLIDE 3 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Customizing Products
Market segment—a group of people who have the ability and the desire to purchase a specific product
Customizing—changing a product to fit the needs or wants of a particular market
CHAPTER 9 SLIDE 4 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Local TV American Style
Number of viewersCost
CHAPTER 9 SLIDE 5 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Children’s Programming
Locally produced programsAdvertising
CHAPTER 9 SLIDE 6 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Sports Programming
Regional broadcastCable, satellite, and pay-per-viewCost of programmingTiering—certain sports programs
outside the basic cable package would incur extra costs for the viewers who choose them
CHAPTER 9 SLIDE 7 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Public TV and Radio
Viewer- and listener-supported Non-profit organizationsCreated locally and tailored to the
viewers or listeners
CHAPTER 9 SLIDE 8 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Marketing to Baby Boomers
Baby BoomersGeneration born between 1946 and 196476 million people
Boomers won’t retireWork beyond normal retirement ageRemain activeDiscretionary income
Segmenting the group
CHAPTER 9 SLIDE 9 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Entertaining the Boomers
Attendance at moviesMovie reviewsMovie stars of similar age
CHAPTER 9 SLIDE 10 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Understanding All Parts of the Group
Diverse in opinionMarketing message must be fine-tunedMajor target of entertainment marketing
through 2020
CHAPTER 9 SLIDE 11 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 9.2LESSON 9.2
Entertainment Technology and Marketing
GOALSGOALSExplain the economic utility of
entertainment.Discuss the impact of technology on
entertainment.
CHAPTER 9 SLIDE 12 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Entertainment Economics
Economic utility—the amount of satisfaction a person receives from the consumption of a particular product or service
CHAPTER 9 SLIDE 13 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Types of Utility Form utility—when the physical
characteristics of a product or service are improved
Time utility—the result of making the movie available when the viewer wants it
Place utility—ensures that the movie is available where the viewer wants it
Possession utility—results from making the movie available at an affordable price
CHAPTER 9 SLIDE 14 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Utilities on Broadway
Broadway productions taken on the road and produced in many major cities
Economic utility is improved when people are able to choose from multiple forms of the same entertainment
CHAPTER 9 SLIDE 15 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Techno-Vision
Through a child’s eyesEarly adoption of new technologiesInnovative
Speed is the keySpeed depends on bandwidthBandwidth—the technical term for the
capacity of communication channelsPersonalized television in the future
CHAPTER 9 SLIDE 16 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
More about the Internet
Access to information on practically every subject
You must have an Internet Service Provider (ISP)
Entertainment distribution
CHAPTER 9 SLIDE 17 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Technology
The Internet TV and the Internet
CHAPTER 9 SLIDE 18 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Cookies, Anyone?
Clickstream data—collected at each mouse-click within a web site
Cookie—a small data file placed on the hard drive of the web site visitor
CHAPTER 9 SLIDE 19 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Consumer Privacy
Concerns about how personal information is usedInformation gathered from childrenCredit card information
Entertainment industryCollecting data to protect copyrights
CHAPTER 9 SLIDE 20 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Movies or Toy Commercials?
Blurring the line between movies and commercials
Merchandising plans in place in advance of upcoming films
CHAPTER 9 SLIDE 21 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 9.3LESSON 9.3
World Entertainment Marketing
GOALSGOALSDiscuss the economics of global
marketing entertainment.Describe global distribution of
entertainment.
CHAPTER 9 SLIDE 22 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Global Marketing
ResearchCulture Economic developmentEconomic conditions
Technology and distribution
CHAPTER 9 SLIDE 23 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Global Challenges
Government policyInterest in developing national
entertainment industryInterest in protecting cultureTariffs
CHAPTER 9 SLIDE 24 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Global Distribution
Disney in EuropeElvis in IsraelCountry all over the worldInternational musicInternational showcaseInternational sports
CHAPTER 9 SLIDE 25 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Disney in Europe
Disney merchandise can be purchased throughout the world
CHAPTER 9 SLIDE 26 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Elvis in Israel
Israelis gather at the Elvis InnAppeal of an icon
CHAPTER 9 SLIDE 27 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Country All Over the World
American country music is popular all over the world
Kumamoto Country Gold Festival
CHAPTER 9 SLIDE 28 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
International Music
Eurovision Song Contest pop music competition
CHAPTER 9 SLIDE 29 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
International Showcase
Cannes International Film FestivalJury reviews films for the Cannes
Awards
CHAPTER 9 SLIDE 30 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
International Sports
NFL Europe LeagueTelevision coverage expanding both in
Europe and the United States