Upload
britton-arnold
View
242
Download
3
Tags:
Embed Size (px)
Citation preview
What is Marketing?
Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
Put Simply Create a Product Market the product for as long as it exists Meet the needs of your customers A mutually beneficial exchange relationship exists
Customers give money, businesses give a produt
The Marketing Mix
Defines how a business will go about a marketing plan
Blends the 4 P’s of Marketing Product Distribution (Place) Price Promotion
Product
What a business offers customers to satisfy needs Can be a product such as basketball shoes Can be a service like video rentals
Market First vs. Product First Can you think of an example of each?
DVD Burners…Market First Singing Wide Mouth Bass …product first
Which is a more sound business practice?
Distribution (Place)
Locations and methods used to make products available to customers.
What are a few of these methods? Direct…Dell, Gateway, Internet…Amazon.com Indirect…Department Stores, Grocery Stores Catalogue…Eastbay
What are some advantages of each of these?
Price
The amount customers pay in exchange for your product or service
What happens if… Price too low? Price too high?
What are a few things that keep price levels fair? Anti-trust laws Competition Technology..more efficient production methods
Promotion
Ways to encourage customers to purchase products and increase customer satisfaction
Can include Advertising Publicity Personal Selling Public Relations
Key Marketing Functions
Page 6 in Text Product/Service Management Distribution Selling Marketing-Information Management Financing Pricing Promotion
What is Sports Marketing?
Opening Act (pg. 9) discussion Spectators of sporting events are potential
consumers of a wide array of products; examples????
Definition -- finding out customer interests and planning a good or service that they will buy, using sports to market the product
What is a target market? Specific Group of people you want to reach
How do you find a target market -- demographic research Age, education level, attitudes/beliefs,
income(disposable) People buy because of past experience,
referral by family/friends, id with an attitude; what else????
The Target Market
Spending Habits of Fans
Research these habits to maximize profits on items purchased at sporting events
Price willing to pay for a ticket depends on interests, national importance of event,
popularity of athletes, rivalry, etc. What affects price your willing to pay for team
merchandise?
Marketing Strategies
In order to be competitive today, companies need to stay ahead
Use creative promotion to attract attention Other strategies
Logos on clothing Creating New Sports
X Games Gross Impression Timing
Gross impression -- number of times per advertisement, game, or show that a product is associated with an athlete, team, or entertainer (subtle) logos on uniforms brands used on tv, movies, etc. Motorola Headsets during NFL games
Timing fans want to id with a winner streaks continued winning records trends must be monitored marketing needs to be unique
Marketing Strategies
Entertainment For Sale
We all have a limited amount of free time and disposable income
Entertainment Marketing is aimed at getting us to spend both of the above in specific places
What is Entertainment?
Whatever people are willing to spend their time and money viewing instead of participating in Movies, the Arts, Sporting Events, TV, etc.. Our personalities will control what we feel is
entertaining
Modern Entertainment Marketing
Early 1900’s- Theater, Concerts, Ballet were the major forms of entertainment The only forms of marketing were posters,
newspapers, magazines, and word of mouth 1927- First movie with sound in the US…The
Jazz Singer 1928- Mickey Mouse is animated…10 years
later, Snow White is first full length animated movie
1955- DisneyLand opens in California
Change Accelerated
Technology has contributed to the explosion of Entertaiment Marketing Radio, TV, Internet, Billboards, Busses, Taxis,
Corporate Sports Stadiums (United Center) The Big Eye in Every Room
Television provided access to the homes of consumers In 1945, only 9 stations and 7,000 working TV sets in
the US American Association of Advertising formed 1946- NBC and Gillette stage first major sports event
Heavyweight Boxing….considered a Major success because 150,000 people watched!!
TV’s Influence on Marketing
TV added Real Life..sound and movement to marketing…
The Rate for TV ads became tied to the number of viewers a program attracted
By 1996, 223 Million TV sets in the US Advertisers spent $42.5 Billion on television
ads in 1996
Recreational Sports
Aimed at steering consumers away from home based entertainment Golf, Tennis, Hiking, Bowling, etc..
Travel and Tourism also considered recreational activities
Recreation is defined as: Renewing or Rejuvenating your mind and body with play or amusing activity
Recreational Activities: those involved with travel, tourism, and amateur sports not associated with an educational institution
Not for the Couch Potato
Many Rec. Sports require an investment of both time and money Need to purchase equipment, join leagues,
practice, etc… What recreational activities are popular among
Teens 30’s 60’s
A Better Image
Want to Go Bowling??? Most Popular Rec sport in US
55 mil people bowled during 1997 Most will watch bowing on TV
Huge market for advertisers
The sport lacks excitement and youth Tiger Woods credited with “saving” golf
Travel and Tourism
The worlds largest industry Employs 130 Mil people worldwide
Defined as traveling for pleasure, either independently or Tour-based Vacations, honeymoons, family reunions (most given
reason for traveling), etc. Data Mining
Gathering information about customers When, where, and how people travel Can gear promotions and advertising around the data