1. Unit 1 – Strategies Used in the Sports and Entertainment Industry

2. What is S & EM?

3. Why is Sports & Entertainment Marketing Important?

4. Factors Contributing to Growth

5. What is Marketing?
Marketing is
Goods are (e.g )
Services are (e.g )

6. What is the Marketing Process?
Developing - involves:
Promotional – help to:
Distribution – way of:

7. What is the Marketing Concept?

11. What Makes Up a Market?
These potential customers become a market if they have:

12. What Makes Up a Market? (cont.)
Needs –
Wants –

13. How Do Organizations Identify Their Target Market?
Mass Marketing
Market Identification

14. Market Research There are 2 types of market research:
Primary research – (e.g )
Secondary research – (e.g )

15. What is the Marketing Mix?
Marketing Mix is a combination of 4 basic marketing strategies known as the 4 P’s:

16. Case Study #1

17. Marketing Mix (cont.)

18. Marketing Mix (cont.)

19. Marketing Mix (cont.)

20. Marketing Mix (cont.)

21. Marketing Mix (cont.)

22. Above-the-Line Promotion

23. Below-the-Line Promotion

24. Promotional Mix
Most businesses use a combination of different promotional activities.
The chosen promotional mix will depend on:
Promotional campaigns often take into account the AIDA model: