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SEM1 1.02 A - Marketing - PowerPoint PPT Presentation

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SEM1 1.02 A - Marketing. Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers. Explain the nature of sport marketing Explain the nature of event marketing. Define the term sport marketing.

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SEM1 1.02 A - Marketing

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SEM1 1.02A - Marketing

Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers.

  • Explain the nature of sport marketing

  • Explain the nature of event marketing

Define the term sport marketing

  • Sports Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of sports ideas, goods and services to create exchanges that satisfy individual and organizational objectives

  • Satisfy the needs and wants of the consumer

Identify categories of sport products

  • The Sporting Event: Service Product

    • Intangible: an experience you can see, feel & participate in

    • Perishable experience: Once over, the product is gone

    • The athletes/participants: make the game happen

    • The spectators/fans: create excitement and enthusiasm for the product

    • The facility: Time Warner Arena, Lowes Motor Speedway – where the product is offered

Identify categories of sport products

  • Sporting Goods: Goods Product

    • Tangible, manufactured products that make the game possible.

    • Equipment, clothing, licensed merchandise

  • Personal Training: get ready to compete

  • Sports Information: ESPN, Sports Illustrated, newspapers, internet

Describe categories of sport consumers

  • 1. Unorganizedparticipants: walk in the woods, jogging

  • 2. Organized participants: have rules – NCAA, MLB, MBA, MMA

    • Amateurs are not paid to play, regulated on local, state, national level

    • Professionals are paid but follow strict rules by their governing body – their occupation (income) is playing the game

  • 3. Spectators/fans: observers of the sporting event

    • As important as the athletes due to the excitement they create

  • 4. Sponsors: businesses or organizations that pay to associate their names or products with a sporting event for recognition and affiliation benefits

    Example: NASCAR has many sponsors

Describe the relationship between the growth and marketing of the sport industry.

  • A sports product (good or service) becomes more popular because of marketing

  • Sanctioning bodies like NASCAR, NFL and MLB establish rules and guidelines for all teams, participants and owners – allows national ads, etc

  • Marketing opportunities increase as the product grows resulting in increased sales and profits

Discuss benefits ascertained from the development of the sport marketing

  • Good for You

    • Increases opportunity for employment

    • Benefit those who participate either by playing or watching

    • Recreation

    • Entertainment

  • Good for the Local Community

    • Economic effect of a major event

    • Improve city’s image

  • Good for Society

    • Generates billions of dollars of revenue each year

    • More jobs

    • Multiplier effect

Neighbor Talk

  • How does marketing help the sports industry grow?

  • What are some of the benefits of sports marketing?


Define the term - event marketing

  • Event Marketing: designing and developing a live themed activity, occasion, display or exhibit, such as a sports, music festival or concert to promote a product, cause, or organization. The event is produced and consumed at the same time and is normally an unique experience for the participant or spectator

Identify types and categories of events

  • CorporateEvents

    • Conferences, seminars, trade shows, team building, theme parties, VIP events, incentive travel

  • Private Events

    • weddings, birthdays, family events, anniversaries

  • Public Events

    • professional and/or amateur participants with spectators/fans – Concerts, NFL games, college or high school or recreational events

Target Marketing in the SEM Industry

  • IMPORTANT part of target marketing in the Sports and Entertainment/Event industry involves appealing to potential customers who have DISPOSABLE INCOME

    • Disposable Income is the amount of money people have to spend or dispose of AFTER they have paid their taxes.

    • Appealing to consumers with disposable income is VERY important in the SEM Industry because the products associated are not necessary to live.

    • SEM goods and services are those people buy AFTER they buy their necessities (example: bills, groceries).

Neighbor Talk

  • What are some benefits of event marketing?

“You Do”


  • Your group has an unlimited budget to plan a birthday party for yourself, a friend or family member.

  • Briefly describe the event concept and theme.

  • Is the event corporate or private

  • Location, date, time?

  • How many guests will you invite?

  • How will you notify guests about this event? Be specific! For example, what will the invitation look like, how will it be delivered, etc.

  • Make a list of your estimated expenses. What’s the grand total?

  • Be creative! You are working in a small group and all members should be involved in completing the project.

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