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8/7/2019 SEM Chap 07
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ChapterChapterChapterChapter
The Product Is Sports
and Entertainment
7
Sports and Entertainment Marketing © Thomson/South-Western
7.2 Recruiting Athletes and7.2 Recruiting Athletes andEntertainersEntertainers
7.3 Customized Entertainment7.3 Customized Entertainment7.4 Product Marketing Strategies7.4 Product Marketing Strategies
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Winning Strategies
Brad Pitt has used his fame to drawattention to those in need.
Fame and Fortune Used to Benefit Those
in Real Need
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 2
children with AIDS in Africa the plight of Haitian children
global poverty conditions
helped sponsor architectural competition torebuild part of New Orleans
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Lesson 7.1
The Product Mix
Goals Define product mix, product extension,
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 3
. List and describe the components of
the product mix.
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Terms
product mix
product extensions
product enhancements
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 4
product line brand
trademark
licensed brand
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WHAT IS A PRODUCT MIX?
tangible parts physical features that can be seen and felt
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 5
the nonphysical service features
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the total assorted features associated with theproduct
brand name
various products offered under the brand
product packaging
product mix
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 6
product extensions items added to a product to make it more
attractive to the target market
guarantees
warranties
instructional CDs
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Basic vs. Enhanced Product
product enhancements features added to the basic product that
satisf additional needs and wants with the
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 7
same purchase add value to the product and may increase
the purchase price
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Provide three examples of a productenhancement.
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 8
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PRODUCT MIX COMPONENTS
Product mix includes product line,packaging, and brand development.
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 9
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Product Line
product line a group of similar products with slight
variations to satisf the different needs of
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 10
consumers
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Packaging
Product packaging components toconsider include
ease of use
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7Slide 11
safety
accessibility
environmental friendliness
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Brand brand
the name, symbol, word, design, or combination ofthese elements that identifies a product, service, orcompany
trademark
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 12
the legal protection of words and symbols used bya company
licensed brand
a well-known name and/or symbol established byone company and sold for use by anothercompany
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nonrecognition rejection
The five stages of brand recognition are
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 13
preference
insistence
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What are the components of the productmix?
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Lesson 7.2
Recruiting Athletes andEntertainers
Goals
Define the bottom line for sports.
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 15
Explain the high cost of sports andentertainment events.
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Terms
blue-chip athletes
NCAA
frin e benefits
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THE BOTTOM LINE FORSPORTS
blue-chip athletes excellent athletes
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 17
qualities on and off the field
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The bottom line for business is profit.Winning teams generate profit.
The bottom line for sports is winning.
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 18
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NCAA Regulations
NCAA a voluntary organization through which the
nation’s colle es and universities overn
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 19
their athletics programs
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Compensation for Athletes?
Athletes receive scholarships andgrants for their college education.
After signing with an agent, a college
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 20
athlete can no longer participate incollege sports.
In some states, proposals have been
brought to the legislature to pay collegeathletes.
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What is the bottom line for sports and
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 21
business?
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THE COST OF SUCCESS
Success requires skilled coaches
-
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 22
popular entertainers
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Attracting and KeepingCoaches
The best coaches can commandannual salaries in excess of $1 million.
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 23
incentives received in addition to basesalary
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Attracting and Keeping StarAthletes
Competition for top athletes is fierce. Recruiters compete with professional
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 24
.
Recruiters need a well refined salesand marketing effort to attract talent to
their schools.
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The Price for Top Musiciansand Other Entertainers
Popular performers can attract largeenough crowds to make an eventrofitable.
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 25
Popular celebrities help increase theadvertising revenue of their televisionshows.
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Marketing Women’s Sports
In recent years, women’s sports havegrown in popularity.
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 26
,
receive far less pay.
Creative marketers may develop new
products to appeal to females who arerelatively new sports fans.
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Why is it important for young, talented,
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 27
-trustworthy agents to represent them?
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Lesson 7.3
Customized Entertainment
Goals Define customizing.
Sports and Entertainment Marketing © Thomson/South-WesternChapter 7Slide 28
r yBoomers on the entertainment industry.
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Terms
customizing
impromptu
tierin
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 29
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CUSTOMIZING PRODUCTS
customizing changing a product to fit the needs or wants
of a articular market
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 30
--
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spontaneous and changing
impromptu
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 31
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Local TV American Style
Although local programming is lessexpensive to produce, it has fallen outof favor with ma or networks.
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 32
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Because hosts of locally produced TVshows had such a large impact onchildren, parents requested that hosts not
Children’s Programming
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 33
endorse products. Advertisers lost interest in sponsoring locally
produced children’s shows.
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Excessive salaries of sports figures havehelped drive up the costs of television
coverage of sporting events.
tiering
Sports Programming
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 34
specific sports programs will be offeredoutside the basic cable or satellite package
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Public TV and Radio
Public TV and Radio are viewer- andlistener-supported.
ro rammin is tailored to local audiences
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 35
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Why is different TV programming shown
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 36
n eren c es or reg ons o e n eStates?
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MARKETING TO BABYBOOMERS
Baby Boomers, born between 1946 and1964, are one of the best-known marketse ments.
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 37
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Boomers Won’t Retire
Baby Boomers have the discretionaryincome to pay for the products andservices the desire.
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 38
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Entertaining the Boomers
Baby Boomers are increasing theirmovie attendance.
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 40
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Understanding All Parts of theGroup
Through 2002, Baby Boomers willcontinue to be a major target ofentertainment marketin .
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 41
As the Boomer group is so large,marketing messages need to bedeveloped for specific subgroups ofBoomers.
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Why are Baby Boomers important to
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 42
en er a nmen mar e ers
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Lesson 7.4
Product Marketing Strategies
Goals List and describe the stages of the
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 43
.
Explain how products are positioned inthe marketplace.
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Terms
product life cycle
skimming price strategy
enetration rice strate
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 44
positioning
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THE PRODUCT LIFE CYCLE
product life cycle introduction, growth, maturity, and decline
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 45
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Introduction Stage
introduction stage product is a novelty
only one brand of product is available
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 46
skimming price strategy introduces new products at a very high price
penetration price strategy
uses low pricing to help capture a largemarket share early
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Growth Stage
second part of product life cycle
target market purchases the product
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 47
advertising focuses on customersatisfaction
competition increases
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The Maturity Stage
third stage of product life cycle
sales are level or slowing down
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 48
sales prices often offered to hold offcompetition
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The Decline Stage sales decrease
alternatives include
drop a product
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 49
sell/license
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regionalize modernize/alter
recommit
discount
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Slide 50
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What are the stages of the product life
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Chapter 7
Slide 51
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POSITIONING A PRODUCT positioning
used by a company to differentiate itsproducts or services from its competitors’
roducts or services
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 52
status, price, or brand recognition
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List three ways a product may be
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 53
.
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PERFORMANCE INDICATORS
EVALUATED Communicate the goals of the state fair.
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 54
repare an a rac ve ocumen a ncorpora es
the latest desktop publishing technology.
Create an original, appealing newsletter toincrease awareness and attendance at the state
fair.
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Select graphics and fonts that appeal to the
Understand the comprehensive nature of
this project and its purpose.
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 55
u .
Produce a final product that indicates aclear thought process and an intended,planned direction with formulation andexecution of a firm idea.
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THINK CRITICALLY
1. Why does the state fair need multipleforms of publicity to increaseattendance?
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 56
2. What promotional item could beincluded in your desktop publishingdocument to help increase the
attendance at the state fair?
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4. What types of graphics would be
3. How can the state fair measure the
effectiveness of your publication?
Sports and Entertainment Marketing © Thomson/South-Western
Chapter 7
Slide 57
appropriate for this publication? Why?