objective 1.03 illustrate the use of the marketing mix in sports and entertainment marketing
TRANSCRIPT
Objective 1.03 Illustrate the use Objective 1.03 Illustrate the use of the marketing mix in sports of the marketing mix in sports and entertainment marketing.and entertainment marketing.
Marketing
The process of developing, promoting, pricing, and distributing products in order to satisfy customers’ needs and wants.
Marketing FunctionsProduct/service management
Pricing
Marketing Information Management (MIM)
Selling
Promotion
Distribution
Marketing MixA combination of decisions a business makes in order to
best reach its target market. Known as the four Ps (product, price, place, promotion).
Marketing Mix (4 Ps)Product - Businesses must decide which products to
offer customers.
Price - The amount a business charges customers for a product.
Place - Having the product available at the right time and location. Also known as distribution.
Promotion - Informing and reminding customers of the products available to them and persuading them to purchase. Promotion includes advertising, personal selling, sales
promotion, and publicity.
ProductsInclude both goods
and services
GoodsGoods are tangible
objects that are useful to consumers.
Examples: tennis rackets, soccer balls, uniforms.
Services
Services are intangible and include tasks or acts performed for a customer for a price or fee.
Examples: Going to a Broadway play or to a NASCAR race.
Sports MarketingThe involvement of sports to develop, promote and
distribute goods and/or services to satisfy the wants and needs of consumers.
Includes sponsorship, endorsements, promotion, and fan clubs.
Professional TeamsBasketball: Charlotte Bobcats
Football: Carolina Panthers
Hockey: Carolina Hurricanes
Collegiate and Scholastic TeamsUNC – University of North
Carolina
Duke University
University of Okalahoma
Ohio State University
Venues: Arenas, Stadiums, Coliseums, Speedways
Time Warner Cable Arena
Lowe’s Motor Speedway
Bojangles Arena
Staples Center
Commercial FacilitiesMarina Boat Land
Health ClubsGold’s Gym
YMCA
Planet Fitness
Ladies Fitness and Wellness
RecreationAerobics
Soccer
Basketball
Swimming
Area parks
CampsTennis Camp
Basketball Camp
Soccer Camp
Camp Thunderbird
Professional Individual SportsPGA
World Tennis Association
PBA
Professional Individual Sports Running
Swimming
Golf
Bowling
Amateur SportsAAU-Amateur Athletic Union
AgenciesMLB-Major League Baseball
NBA-National Basketball Association
NFL-National Football League
NCAA-National College Athletic Association
SEC
ACC
Sport Support ServicesNASCAR Winston Cup Racing Wives Auxiliary
Sporting Goods IndustryNike
Adidas
Under Amour
Sport SponsorsNASCAR Sprint Cup Series
Cadillac sponsoring the PGA Tour
Wachovia Cup Tournament at Quail Hollow Country Club
Sports MediaESPN
Fox Sports Net
Sports Illustrated
Entertainment MarketingInvolves the use of entertainment to
develop, promote and distribute goods and/or services to satisfy the wants and needs of customers.
Music IndustryCapitol Records
Bad Boy Entertainment
Roc-a-fella Records
J Records
Movie IndustryWarner Brothers
Disney
Actors
Theme ParksWalt Disney World
Carowinds
Cedar Point
Radio IndustryFM
AM
Country
Rap
Hip-hop
Jazz
Sirius satellite radio
Film IndustrySundance Film Festival
Television IndustryNBC
ABC
CBS
Cable TV
Dramatic Arts IndustryChildren’s Theatre
Broadway
Belk Theatre
Video Game Industry
X-Box 360
Nintendo Wii
Sony Playstation 3
Fine Arts and Science Industry
Smithsonian Museum
Mint Museum
Night Club IndustryClub Ice
40/40 Club
Rain
Literacy IndustryLibrary
Internet
Books
Casinos IndustryLas Vegas
Reno
Atlantic City
Harrah’s Cherokee Casino
Hobbies/Craft Industry
Southern Christmas Show
Trends in Sports & Entertainment Sports:
Naming Rights X-Games Sport Specific
Channels
Entertainment Internet Web Casts MP3’s DVD’s