Sports Entertainment Marketing II Objective 1 03

Зарегистрируйтесь, чтобы просмотреть полный документ!

Sports & Entertainment Marketing II Objective 1. 03 Illustrate the use of the marketing mix in sports and entertainment marketing.

Marketing ¡The process of developing, promoting, pricing, and distributing products in order to satisfy customers’ needs and wants.

Marketing Functions ¡ Product/service management ¡ Pricing ¡ Marketing Information Management (MIM) ¡ Selling ¡ Promotion ¡ Distribution

Marketing Mix ¡ A 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.

Products ¡Include both goods and services

Goods ¡ Goods 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 Marketing ¡ The 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 Teams ¡ Basketball: Charlotte Bobcats ¡ Football: Carolina Panthers ¡ Hockey: Carolina Hurricanes

Collegiate and Scholastic Teams ¡ UNC – 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 Facilities ¡Marina Boat Land

Health Clubs ¡ Gold’s Gym ¡ YMCA ¡ Planet Fitness ¡ Ladies Fitness and Wellness

Recreation ¡ Aerobics ¡ Soccer ¡ Basketball ¡ Swimming ¡ Area parks

Camps ¡ Tennis Camp ¡ Basketball Camp ¡ Soccer Camp ¡ Camp Thunderbird

Professional Individual Sports ¡ PGA ¡ World Tennis Association ¡ PBA

Professional Individual Sports ¡ Running ¡ Swimming ¡ Golf ¡ Bowling

Amateur Sports AAU-Amateur Athletic Union

Agencies ¡ MLB-Major League Baseball ¡ NBA-National Basketball Association ¡ NFL-National Football League ¡ NCAA-National College Athletic Association ¡ SEC ¡ ACC

Sport Support Services ¡ NASCAR Winston Cup Racing Wives Auxiliary

Sporting Goods Industry ¡ Nike ¡ Adidas ¡ Under Amour

Sport Sponsors ¡ NASCAR Sprint Cup Series ¡ Cadillac sponsoring the PGA Tour ¡ Wachovia Cup Tournament at Quail Hollow Country Club

Sports Media ¡ ESPN ¡ Fox Sports Net ¡ Sports Illustrated

Entertainment Marketing ¡ Involves the use of entertainment to develop, promote and distribute goods and/or services to satisfy the wants and needs of customers.