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The Marketing Mix

The Marketing Mix. Product. Primary Learning Objectives. Discuss what separates Sport & Entertainment Marketing from Traditional Product Marketing Differentiate Sport from Entertainment Marketing. What Makes Sports and Entertainment Marketing like Product Marketing?.

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The Marketing Mix

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  1. The Marketing Mix Product

  2. Primary Learning Objectives • Discuss what separates Sport & Entertainment Marketing from Traditional Product Marketing • Differentiate Sport from Entertainment Marketing

  3. What Makes Sports and Entertainment Marketing like Product Marketing? • The marketing of the sport or event itself. • Getting fans to buy tickets

  4. What Makes Sports and Entertainment Marketing Different Product Marketing? • Promoting products through sports

  5. Marketing the Event • Ticket Sales & Prices • The Venue/Stadium • Parking/Transportation • Seating • Concessions • The Game/Event/Entertainment itself

  6. Marketing the Event When putting on an event you are marketing more than the sport or the concert itself, you are marketing the experience of being there.

  7. What’s the difference between sport and Entertainment Marketing? • Consumer Loyalty • Product • Revenue Stream

  8. Differences in Consumer Loyalty Consumer Loyalty: When consumers are happy with a company’s product and become repeat customers. Therefore

  9. Differences in Consumer Loyalty Job of the Sports Marketer: Find a winning Team. Know what consumers want. Try to Deliver that product.

  10. Differences in Consumer Loyalty Job of the Entertainment Marketer: Find a winning Formula. Try to know what consumers want. Create that product.

  11. Differences in Product • Consistency/Stability of sports products • Variability/Changeability of the entertainment product

  12. Difference in Revenue Stream • Entertainment products have a greater potential to generate revenue from ancillary (related) products. • Products that make use of the original creative idea or characters make a profit for the owner through sales, royalties, and licensing fees.

  13. Entertainment Difference in Revenue Stream Theater Sales Books Movie Rentals TV Series Promotional tie-ins Merchandise

  14. Difference in Revenue Stream Sponsorships: • The promotion of a company in association with a property (team, league)

  15. Nascar Sponsorships

  16. Difference in Revenue Stream Endorsement: • The approval, use or support of a product or idea, usually by a celebrity lending his or her name or image to a product.

  17. Sports Difference in Revenue Stream Tickets Broadcast Rights Sponsors Merchandise

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