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Sports and EntertainmentConnections and Contrasts
Chapter 2
Sports MarketingUsing sports to market products
Development of Sports and Entertainment Marketing
William “Bill” Veeck first to develop
sports marketing in the 1940’s
Adolph Zukor, founder of Paramount
Pictures
ConsumersPeople who use products
Discretionary IncomeMoney left to spend after necessary
expenses are paid; and a desire for recreation
Marketing Today
Vendors – sellers of productsProduct – good or service that any for-profit industry sells to its consumers
The 5th P in the Marketing Mix
Some marketers consider People to be the 5th P in the marketing mix
PromotionIs any form of communication used to
persuade people to buy products through advertising, publicity, personal selling or sales
New technologies have broadened the scope and reach of marketing messages, and they can be entertainment products themselves.
ProductCore Product – main product, include the
sports event, movie, stage show, or book.Ancillary Product – is a product related to or
created from the core product .
PlaceEcommerceSuccessful sports and entertainment
marketing strategies have always appealed to the desire to go out to a special event
PriceTicket Scalpers – unauthorized ticket sellersPiracy – is the unauthorized use of an
owner’s or creator’s music, movies, or other copyrighted material
PromotionProduct tie-in – is the use of an ancillary
product such as merchandise as promotional tools. (McDonalds happy meal toy relates to a new movie)
Cross-promotion – is any form of communication through which one industry relies on another industry to promote its products. TV interviews and websites are important cross promotional tools