1. SEM A - Marketing
PE - Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers.
PI - Explain the nature of sport marketing
PI - Explain the nature of event marketing

2. Define the term sport marketing
Sports Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of sports ideas, goods and services to create exchanges that satisfy individual and organizational objectives – Satisfy the needs and wants of the consumer

3. Identify categories of sport products
The Sporting Event: Service Product
Intangible: an experience you can see, feel & participate in
Perishable experience: Once over, the product is gone
The athletes/participants: make the game happen
The spectators/fans: create excitement and enthusiasm for the product
The facility: Time Warner Arena, Lowes Motor Speedway – where the product is offered

4. Identify categories of sport products
Sporting Goods: Goods Product
Tangible, manufactured products that make the game possible.
Equipment, clothing, licensed merchandise
Personal Training: get ready to compete (good or service?)
Sports Information: ESPN, Sports Illustrated, newspapers, internet
(good or service?)

5. SEM1 1.02 Activity Goods & Services
Remember the segments we learned about in 1.01? NOTE: Check your unit notes!!
Select three of those segments and list 3 goods and services from each segment
After we have completed the activity you will share with two other students. All must agree the goods and services are correct
Several groups of 3 students will present to the class

6. Describe categories of sport consumers
1. Unorganized participants: walk in the woods, jogging
2. Organized participants: have rules – NCAA, MLB, MBA, MMA
Amateurs are not paid to play, regulated on local, state, national level
Professionals are paid but follow strict rules by their governing body – their occupation (income) is playing the game
3. Spectators/fans: observers of the sporting event
As important as the athletes due to the excitement they create
4. Sponsors: businesses or organizations that pay to associate their names or products with a sporting event for recognition and affiliation benefits
Example: NASCAR has many sponsors

7. Describe the relationship between the growth and marketing of the sport industry.
A sports product (good or service) becomes more popular because of marketing – Explain and give examples
Sanctioning bodies like NASCAR, NFL and MLB establish rules and guidelines for all teams, participants and owners – allows national ads, etc
Marketing opportunities increase as the product grows resulting in increased sales and profits

8. Discuss benefits from the development of sports marketing
Good for You
Increases opportunity for employment
Benefit those who participate either by playing or watching
Recreation
Entertainment
Good for the Local Community
Economic effect of a major event
Improve city’s image
Good for Society
Generates billions of dollars of revenue each year
More jobs
Multiplier effect

9. SEM 1 1.02 Activity “Players”
Students remain at seats and provide examples of the following categories on same paper of other 2 activities
NOTE: you may not use the PPT examples
Unorganized – provide 2 examples & a characteristic
Organized – provide 2 examples & a characteristic
Sanctioned bodies – provide 2 examples & a characteristic
Spectators/fans – provide 2 examples & a characteristic
Sponsors – provide 2 examples & a characteristic
Students once again share with 2 other students

10. Define the terms event marketing
Event Marketing: designing and developing a live themed activity, occasion, display or exhibit, such as a sports, music festival or concert to promote a product, cause, or organization. The event is produced and consumed at the same time and is normally an unique experience for the participant or spectator

11. Identify types and categories of events
Corporate Events
Conferences, seminars, trade shows, team building, theme parties, VIP events, incentive travel
Private Events
weddings, birthdays, family events, anniversaries
Public Events
professional and/or amateur participants with spectators/fans – Concerts, NFL games, college or high school or recreational events

12. Discuss benefits from the development of event marketing.
Start a dialogue: face to face marketing (viral marketing)
Personal connection: builds consumer trust for the product
Immediate fulfillment: produce and consume the product at the same time
Brand awareness: build awareness of your product by marketing the event - Examples: sales flyers, ads, promotion & PR – give example of this for a private event

13. Target Marketing in the SEM Industry
IMPORTANT part of target marketing in the Sports and Entertainment/Event industry involves appealing to potential customers who have DISPOSABLE INCOME – WHY?
Disposable Income is the amount of money people have to spend or dispose of AFTER they have paid their taxes.
Appealing to consumers with disposable income is VERY important in the SEM Industry because the products associated are not necessary to live. Wants
SEM goods and services are products people buy AFTER they buy their necessities (example: bills, groceries).

14. SEM Activity
Read the Olympic articles and view the Ortega ad and respond to these questions
– Ortega ad
Why is Usian Bolt an ideal candidate for product endorsement?
Provide 3 names that were the most marketable names for sponsorship & promotional deals from the summer 2012 Olympics
Why would amateur athletes want to endorse products?
Why is Wheaties listed under the good section? What is Wheatie’s slogan?
Who is Mary Lou Retton? What event did Bruce Jenner participate in?
Who is Carl Lewis
Why is Puma listed under the good section?
Who sponsors the entire Jamaican track team?
Puma’s sponsorship of Bolt has helped position the brand how?
Why is Subway and Michael Phelps listed with the bad?
What does it mean Phelps has overexposure? What is over-saturation?
Why is the message & execution wrong of Phelps and Subway?
Why did the article say Ortega is a confusing ad? Is it?