Unit 1: Basic Marketing and Sports Marketing

Instructor: Mrs. Stanfill2006-2007

Lesson 1: Basic Marketing

Marketing

The process of developing, promoting and distributing products, or goods and services, to satisfy customers needs and wants.

The Marketing Process

• Developing products: involves studying consumers to determine what they want, and then designing the products that will satisfy their needs and wants.

• Promotional activities: help to educate the consumers, create interest and desire, make and sell and create an image for a company and its product.

• Distribution: the means of getting the product into the hands of the customer.

The Marketing Concept

The idea that organization’s need to satisfy their customers while also trying to reach their organization’s goal.

Target Market

• A specific group of consumers that an organization selects as the focus of its marketing plan

• The specific group of people the marketers are trying to reach

Mass Marketing vs. Market Identification

• Mass Marketing: involves promoting products with one key message that is directed to everyone.

• Market Identification: uses information and computer technology to determine consumers’ lifestyle characteristics (market research).

Demographics

Statistics that describe a population in terms of measurable, personal characteristics.

Demographics

Demographics include• Age• Income• Occupation• Gender• Ethnic Background• Educational Levels

Market Segmentation

Market segmentation is a way of analyzing a market by specific characteristics to create a target market.

Market Segmentation Characteristics

• Geographics– Where does the consumer live?

• Demographics– Age, Income, etc.

• Psychographics– Characteristics that are easier to change such as

attitudes and opinions towards recreational activities.

• Product benefits– What do the consumers want/need

and how can the product benefit them?

Lesson 2: Sports Marketing

Sports Marketing

All the marketing activities designed to satisfy the needs and wants of sports consumers.

Two Major Components of Sports Marketing

– The Marketing of Sports• Promotion of the Super Bowl through

radio and television

– Marketing Through Sports• Nike, Gatorade and Goodyear promote

products by using a connection to sports, such as a sports personality as a spokesperson

Emotional Ties to Sports

Millions of people feel intense love, hate, joy or disappointment over sports/athletes at all levels.

Examples:• Men wept when the Cleveland Browns moved to

Baltimore• Riots sometimes occur after championship games• Fans scream and yell out of anger or

happiness at games.

Sports Consumer

A person who may play, officiate, watch or listen to sports, or read, use purchase, and/or collect items related to sports.

The Goal of a Marketing Strategy

To encourage the consumer to act as a customer and purchase tickets and/or merchandise.

Consumer Decisions are affected by two factors:

1. Environmental Factors– Family and friends– Society’s attitudes and values– Cultural differences related to class, race

and gender– Climate and region– Marketing influences, such as commercials

Consumer Decisions are affected by two factors:

2. Individual Factors– Self-image– Self-concept

Lesson 3: Sports Marketing Careers

Getting a Job

– Market Yourself• Gather information and use it to make

decisions about your education, skills and experience

– How to Prepare• Research the jobs in the area that

interests you. Know about the companies that provide those jobs.

Skill Requirements

The Occupational Outlook Handbook provides an excellent overview of different marketing-related jobs.

Skill Requirements

The three skills most desired of young employees are:

• Math• Interpersonal • Communications

Other Skills Needed…

– Creativity– Initiative– Good judgment– Problem solving/Research skills– Outgoing personality/Self confidence– Enthusiasm for motivating people– Maturity– Resistance to stress– Flexibility– Decisiveness