Meeting the needs and wants of the sports consumer Sports Marketing Meeting the needs and wants of the sports consumer

What sets the “Sport Product” apart? Question: What sets the “Sport Product” apart? A) It is unique and special – nothing else like it. B) “Special Bundling” – A special combination of qualities, processes and capabilities that a buyer expects will deliver “want” satisfaction.

What is Marketing/Sport Marketing Marketing can be specifically defined as “ The process of planning and executing the conception, development, pricing, promotion, and distribution of a product (which can be an idea, goods, or service), creating an exchange that satisfies individual and organizational needs.” Sport Marketing has a similar definition – “Sports Marketing represents those activities intended to meet the needs and wants of the sports consumer through exchange processes.” So what does this all mean?

What is Sport Marketing Sport Marketing recognizes the fact that every sport and athlete is an OPPORTUNITY. What do we mean by this? Opportunity for who and for what? MYTH: Marketing is not just advertising!

The Need for Sport Marketing 1. The American obsession with sports 2. Television and Internet have become the sports fans’ paradise 3. Increase in sports media exposure 4. Competition for consumer discretionary time and dollars 5. Marketing of and through sport

Marketing Information Systems (MIS) Assumes that information and people are always changing. A) Crucial to collect data through use of: 1. Product surveys 2. Internet data collection 3. Mailing lists 5. Mail in ticket applications 5. Telephone inquiries B) Must recognize differences in consumer behavior.

Marketing Segmentation A) Recognizes that awareness of differences in consumer backgrounds is vital to the MMP. B) Marketing theorists have typically considered four (4) bases of segmentation: 1) DEMOGRAPHICS – Age, sex, race, education, profession, and geographic location. 2) PSYCHOGRAPHIC INFORMATION – Lifestyle facts (activities, interests, opinions, etc.). 3) PRODUCT USAGE RATE – Heavy, medium, or light. 4) PRODUCT BENEFITS – Aspect of product most important to consumer.

Breaking Down the idea of Marketing THE 4 P’s Marketing Mix Product Placement “Distribution” Promotion Price

Product What a business offers customers to satisfy needs. Examples? Can be a service as well as a material object (goods), as both have monetary value and satisfy a need.

Price Amount customers are willing to pay for products. What are some consideration when establishing the price of the product? Blockbuster vs. Redbox vs. Netflix (Why some succeed and some fail).

Placement (Distribution) The locations and methods used to make the product available to customers. Examples? Blockbuster vs. Redbox vs. Netflix (Why some succeed and some fail!)

Promotion Ways to make customers aware of products and encourage them to buy the product. Examples?