Discover the World

of Sports

Marketing

Discover the World

of Sports

MarketingStandard 1.1

Standard OneStudents will discover the world

of sports marketing and the use of marketing to promote sports and non-sports businesses in sports.

Students will discover the world of sports marketing and the use of marketing to promote sports and non-sports businesses in sports.

Objective OneIdentify and understand the

components of the marketing mix as it relates to sports marketing.

Identify and understand the components of the marketing mix as it relates to sports marketing.

Marketing -- The Definition

The process of developing, pricing, promoting, and distributing products to satisfy customers’ needs and wants.

The process of developing, pricing, promoting, and distributing products to satisfy customers’ needs and wants.

SportsSports are a source of diversion or

physical activity engaged in for pleasureo Can be spectatorshipo Can be participation and play

Sports are a source of diversion or physical activity engaged in for pleasureo Can be spectatorshipo Can be participation and play

Sports MarketingSports Marketing uses marketing

elements to meet the goals of a sports property.

Sports Marketing uses marketing elements to meet the goals of a sports property.

What is Marketed?DURABLE GOODS

NONDURABLE GOODS

SERVICES

IDEAS

DURABLE GOODS

NONDURABLE GOODS

SERVICES

IDEAS

What is Marketed?PEOPLE

PLACES

ORGANIZATIONS

PEOPLE

PLACES

ORGANIZATIONS

What is being marketed?

1 2 3 4

5 6 7 8

9 10 11 12

13 14 15 16

The FOUR P’s OF MARKETING

1. Product2. Pricing3. Promotion4. Place (Distribution)

The FOUR P’s OF MARKETING

1. Product2. Pricing3. Promotion4. Place (Distribution)

Marketing Mix

Sports Marketing Mix

•Product Strategies•Service Strategies•Pricing Strategies•Promotion Strategies•Distribution Strategies

•Product Strategies•Service Strategies•Pricing Strategies•Promotion Strategies•Distribution Strategies

Product StrategiesCompanies & teams must create

strategies to promote, manage, sell, service, and evaluate their PRODUCTS.

Companies & teams must create strategies to promote, manage, sell, service, and evaluate their PRODUCTS.

Product StrategiesCompanies & teams must create

strategies to promote, manage, sell, service, and evaluate their PRODUCTS.

Companies & teams must create strategies to promote, manage, sell, service, and evaluate their PRODUCTS.

Service StrategiesCompanies & teams must create

strategies to promote, manage, sell, service, and evaluate their SERVICES.

Companies & teams must create strategies to promote, manage, sell, service, and evaluate their SERVICES.

Entertainment…

Pricing StrategiesCompanies & teams must create

strategies to PRICE the products & services.

Companies & teams must create strategies to PRICE the products & services.

Promotion Strategies

Companies & teams must create strategies to PROMOTE the products & services.

Companies & teams must create strategies to PROMOTE the products & services.

Distribution Strategies

Companies & teams must create strategies to DISTRIBUTE the products & services.

Companies & teams must create strategies to DISTRIBUTE the products & services.

Seven Core Functions of Marketing

Product/Service Management

Marketing-Information Management

Pricing

Promotion

Distribution

Selling

Financing

Product/Service Management

Designing, developing, maintaining, improving, and acquiring products or services for the purpose of meeting customer needs and wants

Designing, developing, maintaining, improving, and acquiring products or services for the purpose of meeting customer needs and wants

Marketing-Information Management

Gathering and using information about customers to improve business decision making

Gathering and using information about customers to improve business decision making

PricingThe process of establishing and

communicating to customers the value or cost of goods and services

The process of establishing and communicating to customers the value or cost of goods and services

PromotionUsing advertising and other forms

of communication to distribute information about products, services, images, and ideas to achieve a desired outcome

Using advertising and other forms of communication to distribute information about products, services, images, and ideas to achieve a desired outcome

DistributionDetermining the best way to get a

company’s products or services to customers

Determining the best way to get a company’s products or services to customers

Selling Any direct and personal

communication with customers to assess and satisfy their needs and wants

Any direct and personal communication with customers to assess and satisfy their needs and wants

FinancingRequires a company to budget for

its own marketing activities and to provide customers with assistance in paying for the company’s products or services

Requires a company to budget for its own marketing activities and to provide customers with assistance in paying for the company’s products or services

ProducersIndividuals or Companies which

have products to be sold.

They provide the “supply.”

They are willing to exchange the product or service for something of value.

Individuals or Companies which have products to be sold.

They provide the “supply.”

They are willing to exchange the product or service for something of value.

Sports ProducersSports Producers May Provide:

o Events for Participation

o Events for Entertainment Viewing

o Sporting Goods and Equipment

o Licensed Merchandise

o Collectables and Memorabilia

o Athlete Training

o Sports Information

o Event Coverage and Distribution

Sports Producers May Provide:

o Events for Participation

o Events for Entertainment Viewing

o Sporting Goods and Equipment

o Licensed Merchandise

o Collectables and Memorabilia

o Athlete Training

o Sports Information

o Event Coverage and Distribution

ConsumersIndividuals or Companies which

have needs to be met and which have something to exchange.

They create a “Demand.”

They have something to exchange for a product or service and are willing to do so.

Individuals or Companies which have needs to be met and which have something to exchange.

They create a “Demand.”

They have something to exchange for a product or service and are willing to do so.

Sports ConsumersConsumers exchange money for a

“wanted” good or service.Sports Consumers exchange in

different ways:o Spectators as Consumers

Benefit by watching gameExchange for tickets and

entertainment

o Participants as ConsumersBenefit by playing or participating Exchange for equip. & participation

Consumers exchange money for a “wanted” good or service.

Sports Consumers exchange in different ways:o Spectators as Consumers

Benefit by watching gameExchange for tickets and

entertainment

o Participants as ConsumersBenefit by playing or participating Exchange for equip. & participation

ExchangesEveryday transactions between

producers and consumers

Typically trading money for a product or service

Everyday transactions between producers and consumers

Typically trading money for a product or service

Benefits of MarketingAdd UTILITY to goods and

serviceso Added value

Makes buying convenient

Maintains reasonable prices

Provides a variety of goods and services

Increases production

Add UTILITY to goods and serviceso Added value

Makes buying convenient

Maintains reasonable prices

Provides a variety of goods and services

Increases production