1. The Product Is Sports and Entertainment7
The Product Is Sports and Entertainment
7.1 The Product Mix
7.2 Recruiting Athletes and Entertainers
7.3 Customized Entertainment
7.4 Product Marketing Strategies

2. Winning Strategies Fame and Fortune Used to Benefit Those in Real Need
Brad Pitt has used his fame to draw attention to those in need.
children with AIDS in Africa
the plight of Haitian children
global poverty conditions
helped sponsor architectural competition to rebuild part of New Orleans
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3. Goals Define product mix, product extension, and product enhancement.
Lesson 7.1 The Product Mix
Goals
Define product mix, product extension, and product enhancement.
List and describe the components of the product mix.
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4. Terms product mix product extensions product enhancements product line
brand
trademark
licensed brand
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5. WHAT IS A PRODUCT MIX? tangible parts intangible parts
physical features that can be seen and felt
intangible parts
the nonphysical service features
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6. product mix product extensions
the total assorted features associated with the product
brand name
various products offered under the brand
product packaging
product extensions
items added to a product to make it more attractive to the target market
guarantees
warranties
instructional CDs
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7. Basic vs. Enhanced Product
product enhancements
features added to the basic product that satisfy additional needs and wants with the same purchase
add value to the product and may increase the purchase price
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8. Provide three examples of a product enhancement.
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9. PRODUCT MIX COMPONENTS
Product mix includes product line, packaging, and brand development.
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10. Product Line product line
a group of similar products with slight variations to satisfy the different needs of consumers
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11. Packaging Product packaging components to consider include ease of use
safety
accessibility
environmental friendliness
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12. Brand brand trademark licensed brand
the name, symbol, word, design, or combination of these elements that identifies a product, service, or company
trademark
the legal protection of words and symbols used by a company
licensed brand
a well-known name and/or symbol established by one company and sold for use by another company
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13. The five stages of brand recognition are
nonrecognition
rejection
recognition
preference
insistence
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14. What are the components of the product mix?
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15. Lesson 7.2 Recruiting Athletes and Entertainers
Goals
Define the bottom line for sports.
Explain the high cost of sports and entertainment events.
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16. Terms
blue-chip athletes
NCAA
fringe benefits
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17. THE BOTTOM LINE FOR SPORTS
blue-chip athletes
excellent athletes
demonstrate good character and leadership qualities on and off the field
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18. The bottom line for sports is winning.
The bottom line for business is profit.
Winning teams generate profit.
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19. NCAA Regulations
NCAA
a voluntary organization through which the nation’s colleges and universities govern their athletics programs
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20. Compensation for Athletes?
Athletes receive scholarships and grants for their college education.
After signing with an agent, a college athlete can no longer participate in college sports.
In some states, proposals have been brought to the legislature to pay college athletes.
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21. What is the bottom line for sports and how is it related to the bottom line for business?
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22. THE COST OF SUCCESS Success requires skilled coaches top-notch players
popular entertainers
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23. Attracting and Keeping Coaches
The best coaches can command annual salaries in excess of $2 million.
fringe benefits
incentives received in addition to base salary
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24. Attracting and Keeping Star Athletes
Competition for top athletes is fierce.
Recruiters compete with professional teams as well as with other colleges.
Recruiters need a well refined sales and marketing effort to attract talent to their schools.
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25. The Price for Top Musicians and Other Entertainers
Popular performers can attract large enough crowds to make an event profitable.
Popular celebrities help increase the advertising revenue of their television shows.
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26. Marketing Women’s Sports
In recent years, women’s sports have grown in popularity.
Relative to male counterparts, women receive far less pay.
Creative marketers may develop new products to appeal to females who are relatively new sports fans.
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27. Why is it important for young, talented, and highly sought-after athletes to hire trustworthy agents to represent them?
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28. Lesson 7.3 Customized Entertainment
Goals
Define customizing.
Describe the financial impact of Baby Boomers on the entertainment industry.
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29. Terms
customizing
impromptu
tiering
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30. CUSTOMIZING PRODUCTS customizing
changing a product to fit the needs or wants of a particular market
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31. impromptu
spontaneous and changing
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32. Local TV American Style
Although local programming is less expensive to produce, it has fallen out of favor with major networks.
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33. Children’s Programming
Because hosts of locally produced TV shows had such a large impact on children, parents requested that hosts not endorse products.
Advertisers lost interest in sponsoring locally produced children’s shows.
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34. Sports Programming tiering
Excessive salaries of sports figures have helped drive up the costs of television coverage of sporting events.
tiering
specific sports programs will be offered outside the basic cable or satellite package
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35. Public TV and Radio
Public TV and Radio are viewer- and listener-supported.
programming is tailored to local audiences
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36. Why is different TV programming shown in different cities or regions of the United States?
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37. MARKETING TO BABY BOOMERS
Baby Boomers, born between 1946 and 1964, are one of the best-known market segments.
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38. Boomers Won’t Retire
Baby Boomers have the discretionary income to pay for the products and services they desire.
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39. Segmenting the Group The U.S. population is aging.
Marketers will need to focus their efforts on this aging market.
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40. Entertaining the Boomers
Baby Boomers are increasing their movie attendance.
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41. Understanding All Parts of the Group
Through 2002, Baby Boomers will continue to be a major target of entertainment marketing.
As the Boomer group is so large, marketing messages need to be developed for specific subgroups of Boomers.
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42. Why are Baby Boomers important to entertainment marketers?
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43. Lesson 7.4 Product Marketing Strategies
Goals
List and describe the stages of the product life cycle.
Explain how products are positioned in the marketplace.
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44. Terms product life cycle skimming price strategy
penetration price strategy
positioning
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45. THE PRODUCT LIFE CYCLE product life cycle
introduction, growth, maturity, and decline
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46. Introduction Stage introduction stage skimming price strategy
product is a novelty
only one brand of product is available
skimming price strategy
introduces new products at a very high price
penetration price strategy
uses low pricing to help capture a large market share early
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47. Growth Stage second part of product life cycle
target market purchases the product regularly
advertising focuses on customer satisfaction
competition increases
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48. The Maturity Stage third stage of product life cycle
sales are level or slowing down
marketing costs increase
sales prices often offered to hold off competition
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49. The Decline Stage sales decrease alternatives include drop a product
sell/license
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50. discount
regionalize
modernize/alter
recommit
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51. What are the stages of the product life cycle?
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52. POSITIONING A PRODUCT positioning
used by a company to differentiate its products or services from its competitors’ products or services
status, price, or brand recognition
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53. Put into a power point to present to class.
Pick a one product in the introductory stage, growth stage, maturity stage, and decline stage.
Then pick entertainer/athlete to promote the product. Come up with sales promotion for each product/promoter
Put into a power point to present to class.
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54. PERFORMANCE INDICATORS EVALUATED
Communicate the goals of the state fair.
Prepare an attractive document that incorporates the latest desktop publishing technology.
Create an original, appealing newsletter to increase awareness and attendance at the state fair.
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55. Understand the comprehensive nature of this project and its purpose.
Select graphics and fonts that appeal to the intended audience.
Produce a final product that indicates a clear thought process and an intended, planned direction with formulation and execution of a firm idea.
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56. THINK CRITICALLY
Why does the state fair need multiple forms of publicity to increase attendance?
What promotional item could be included in your desktop publishing document to help increase the attendance at the state fair?
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57. How can the state fair measure the effectiveness of your publication?
What types of graphics would be appropriate for this publication? Why?
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