Why is marketing sport unique
Advertisement
This presentation is the property of its rightful owner.
1 / 17

WHY IS MARKETING SPORT UNIQUE? PowerPoint PPT Presentation

WHY IS MARKETING SPORT UNIQUE?. DeVos Sport Business MKTG 6710 August 25, 2005 Dr. Sutton. What is Sport & Entertainment Marketing?. Sport & entertainment marketing are part of a larger body of marketing known as “lifestyle marketing”

Download Presentation

WHY IS MARKETING SPORT UNIQUE?

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Why is marketing sport unique

WHY IS MARKETING SPORT UNIQUE?

DeVos Sport Business

MKTG 6710

August 25, 2005

Dr. Sutton


What is sport entertainment marketing

What is Sport & Entertainment Marketing?

  • Sport & entertainment marketing are part of a larger body of marketing known as “lifestyle marketing”

  • Lifestyle marketing can be defined as a strategy for seizing the concept of a market by its most meaningful recurrent patterns of attitudes and activities and then tailoring products and their promotional strategies to fit these patterns.


What is sport entertainment marketing1

What is Sport & Entertainment Marketing?

  • These recurrent patterns are most commonly defined as psychographics (personalities, behaviors and values); demographics, geographics, and product and media usage habits.


What is sport entertainment marketing2

What is Sport & Entertainment Marketing?

  • We will define sport and entertainment marketing as: all activities designed to meet the needs and wants of consumers through exchange processes.

  • Sport and entertainment marketing has 2 major thrusts: the marketing of sport and entertainment products and services directly to consumers and the marketing of other consumer & industrial products or


What is sport entertainment marketing3

What is Sport & Entertainment Marketing?

  • services through sport. (Done through sponsorship and/or licensing agreements)


How is sport marketing different from other forms of marketing

How is sport marketing different from other forms of marketing?

  • The sport product is invariably intangible and subjective -- what each consumer experiences is subjective-- it is subject to different interpretations and also to different degrees. This couples with the fact that when leaving a sporting event, the consumer leaves with a memory compounds the problem for sport marketers in trying to ensure customer satisfaction.


How is sport marketing different from other forms of marketing1

How is sport marketing different from other forms of marketing?

  • The sport product is inconsistent and unpredictable -- There is no script that guarantees the result -- nor can the sport marketer guarantee the quality and consistency of the performance.

  • New England Patriots, March Madness, Tiger Woods/Sergio Garcia vs.. cars and soft drinks, Lord of the Rings


How is sport marketing different from other forms of marketing2

How is sport marketing different from other forms of marketing?

  • A greater percentage of the marketing emphasis must be placed on the product extensions rather than the core product -- Can’t control the quality of the steak -- but can guarantee the sizzle.

  • Marketer has little say in the product -- works outside the lines

  • WNBA


How is sport marketing different from other forms of marketing3

How is sport marketing different from other forms of marketing?

  • The sport product (in an event form) is a perishable commodity: it must be pre-sold --There is no inventory -- it is simultaneously produced and consumed --once a game has been played it has been played -- the empty seats are reminders of what could have been.

  • Expectations and performance as well as competition are critical factors in preselling.


How is sport marketing different from other forms of marketing4

How is sport marketing different from other forms of marketing?

  • Sport is generally publicly consumed and consumer satisfaction is invariably affected by social facilitation or lack thereof -- Less than 2% of people attend a sporting event alone-- Marketer must create special products and activities to enhance group attendance and facilitate satisfaction.


How is sport marketing different from other forms of marketing5

How is sport marketing different from other forms of marketing?

  • No other product evokes such a strong personal identification and emotional attachment as sport -- THE WE phenomenon. Can be very positive --Cleveland Browns or very negative Aints, Dolts etc.)


How is sport marketing different from other forms of marketing6

How is sport marketing different from other forms of marketing?

  • Sport has an almost universal appeal and pervades all elements of life -- Thus sport marketers have a variety of target markets and must create product variations based upon price and time to provide opportunities for involvement to a variety of these segments.


How is sport marketing different from other forms of marketing7

How is sport marketing different from other forms of marketing?

  • Sport is both a consumer and an industrial good -- sport is produced as an end product for mass consumer appeal for both spectators and participants while at the same time it is being used by businesses as a way to reach their consumers and to sell their respective products and services.


How is sport marketing different from other forms of marketing8

How is sport marketing different from other forms of marketing?

  • Many sport organizations simultaneously compete and cooperate -- While they compete on the field -- they cooperate off the field to insure stability and existence.

  • Coke vs.. Pepsi, McDonald’s vs.. Burger King?

  • Jerry Jones and his view of League Think


How is sport marketing different from other forms of marketing9

How is sport marketing different from other forms of marketing?

  • No business other than sport is viewed so simplistically to the point where the consumers view themselves as experts in terms of product knowledge --This is exacerbated by the number of media outlets --talks shows etc, devoted to sport. According to Miller Lite Report 52% feel they could play, 74% officiate and 51% coach – This has given birth to the Fantasy Sports Industry


How is sport marketing different from other forms of marketing10

How is sport marketing different from other forms of marketing?

  • Consumer demand for the sport product can fluctuate widely --difficult to balance supply and demand in a strategic manner.

  • 1998 San Diego Padres vs.. 1999

  • Tampa Bay Buccaneers

  • Notre Dame football

  • Miami Heat basketball

  • Kansas State Football


How is sport marketing different from other forms of marketing11

How is sport marketing different from other forms of marketing?

  • The widespread exposure that sport receives from the mass media has, in a historic fashion, resulted in less emphasis on marketing --when we win they will come.

  • Remember exposure is publicity which cannot be controlled -- do other products face such a two headed dragon?

  • UCF Football related soap opera


  • Login