Chapter 1. Marketing Basics. What is Marketing?. Creation & maintenance of satisfying exchange relationships. Creation suggests product development Maintenance indicates marketing continues as long as the business operates
Athletes and entertainers play a prominent role in marketing by endorsing products and services. Former NFL player Brett Favre endorses Snapper riding lawnmowers, and comedian David Spade is associated with Capital One’s ‘What’s in your wallet?” campaign. People like to be identified with celebrities and sports stars. Product endorsements by famous people are good marketing strategies.
Work with a group. Identify four advertising campaigns that feature celebrities or athletes. Discuss how the campaigns have affected your thinking about the products. If you were in the market for products, would you buy the celebrity endorsed brands? Why or why not?
In 2006, a family of four could expect to pay an average of $352 to attend one Chicago Cubs baseball game. This price includes…
2. Marketing/Information Management
4. Product/Service Management
Think of one of your recent purchases. List and describe how the six core standards or marketing were involved with the purchase.
Design a newspaper advertisement for an upcoming concert. Incorporate all of the marketing mix elements, including product, distribution, price, and promotion.
FCA#1: Include the 4 elements of the marketing mix. (20 pts.)
FCA#2: Write a paragraph describing why you selected the specific product, distribution, price, and promotion. (10 pts.)
1. New Opportunities: endorsement and marketing opportunities
2. Gross Impression: the # of times per advertisement, game, or show that a product or service is associated with an athlete, team or entertainer
3. Timing: Popularity of teams and sports figures is base on sustaining a winning record.
CINCINNATI - ESPN The Magazine ranked the best franchises in sports and for the second year in a row, the Cincinnati Bengals were dead last. Out of 122 teams across the MLB, NFL, NHL and NBA, the Bengals were ranked by the magazine as the worst sports franchise.
The rankings were based on team analysis that examines a team’s efficiency in spending fan money compared to its on-field performance. It also factors in feedback from more than 70,000 fans nationwide in 21 categories including the players' likeability, fan relations, affordability, stadium experience, ownership, title track (which consists of the championships won or expected to be won in a fan's lifetime) and coaching.
The Bengals ranked last in fan relations, likeability of players and title track. Peter Keating of ESPN.com wrote "Who Dey? Fans are asking, 'who cares?'“ It's easy to see from Cincinnati's perspective how the Bengals might fall in to such a rating: They haven't won a playoff game in 20 years, they continue to make head-scratching decisions on personnel and the starting quarterback has decided he'd rather retire than continue playing for them.
On the flip side, the Cincinnati Reds ranked 15th overall, a 28-spot improvement from last year in lieu of their 2010 playoff run and the extension of reigning NL MVP Joey Votto's contract.
The reigning Super Bowl champion Green Bay Packers took the top spot of the 122 teams examined. The Tampa Bay Lightning came in second with the New Orleans Saints, the Los Angeles Angels of Anaheim and the San Antonio Spurs rounding out the top 5.
What do you think? Are the Bengals the worst team in sports? From a marketing standpoint, what suggestions would you give the Bengals organization?
Watch a college or professional sporting event on television. Select a sports brand represented in association with the event, and keep track of how many gross impressions are made during the telecast.
1888 -- 1st moving pictures in Britain
1895 -- 1st projected movie to a paying audience
1927 -- 1st movie with sound, Jazz Singer
1928 -- Mickey Mouse arrived
1955-- Disneyland opened
1945 – 9 TV stations; fewer than 7,000 working TV sets existed in US
1946 – NBC & the Gillette Co. staged 1st televised sports spectacular (heavyweight boxing)
1949 – # of TV stations grew to 98
An unsettling new formula: Eye-rolling, finger-snapping stereotypes.