monday ch. 2 structured notes group activity/discussion some people have work that needs to be made...
TRANSCRIPT
MondayCh. 2 structured notesGroup “activity”/discussionSome people have work that needs to be made up!Internet Activity
Marketing College & Amateur Sports
Chapter 2
Effects of Collegiate Sports
Economic 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 city
Posters build enthusiasm
Promotional materials, information guides
Websites
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 Rankings
Based on past team performance, talent, team schedules, & personal preference
First 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 spot
4. Bowl games—national championship game earns $$$
#1 Has Lingering Effects
Favorable national recognition
Increased potential for recruitment
Retailers carry the nat’l champion’s sportswear & memorabilia
Also—being the official sportswear manufacturer for a consistent winner is good advertising.
TIME OUT
Each 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 SEGMENTATION
Market 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 OUT
The 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
Assignment
Give a college sports example relating to each element of market segmentation
How?Pick a college team (other than the Huskers) Identify an example from each market
segmentationGeographic, Demographic, Psychographics, Product
usage, Benefits Derived
Example: Husker Football
Geographic: 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??
Internet Activity
Work with a partner
List 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 Sports
NCAA focused attention in 1980
1981 19 nat’l championship events were added to the women’s programs
Attendance has steadily grown—networks run more games.
TIME OUT
Average 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 up
Women now want soccer shoes, basketballs, golf clubs, bats, & racing bikes.
Review Questions
Market Segmentationa. Involves looking at the entire marketplace
as one
b. Involves dividing the marketplace into smaller interest groups
c. Usually decreases total sale
d. Is no longer used by successful marketing strategist
Review Questions
Market Segmentationa. Involves looking at the entire marketplace
as one
b. Involves dividing the marketplace into smaller interest groups
c. Usually decreases total sale
d. 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 segmentation
b. Benefits derived segmentation
c. Psychographics segmentation
d. 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 segmentation
b. Benefits derived segmentation
c. Psychographics segmentation
d. Product usage segmentation
Technology
Use the Internet to find the latest rankings for a college sport
Choose 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.
Research
Conduct 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