Presentation on theme: "Sports and Entertainment Marketing. A formal, written document that directs a company’s activities for a specific period of time Outlines the goals."— Presentation transcript:
1 Sports and Entertainment Marketing
2 A formal, written document that directs a company’s activities for a specific period of time Outlines the goals and objectives and how the business plans to achieve them
3 Provides a “road map” for how a product will enter the market, be advertised, and sold Helps monitor a company’s performance
4 Assessment that list and analyzes the company’s strengths and weaknesses Lists everything that can foster success or lead to failure of a business
5 Both are internal factors that affect business operation Centers
around the 3 C’s Company – what does the company do well, where does it struggle, and the 5 P’s Customers – who is the customer, how do they rate the quality Competition – what is the market share, advantages and disadvantages over competition
6 Both are external factors that affect business operation Competition – What are they doing, changes in financial situation Political Changes –
government involvement (new laws and regulations) Economic Factors – recession vs. prosperity Socio-Cultural Factors – (demographics) diversity, health issues, current events Technology – may help some industries but hurt others ex: digital photography
7 Parts of a Marketing Plan Executive Summary Description of Company/Organization – situation analysis Objectives Schedule
of Events – marketing strategies/implementation Responsibility Sheet Budget Statement of Benefits – evaluation and control
8 Brief overview of the entire plan This should be written LAST Can only be one page
9 Explain company background Take stock of where company has been Where is it now – where is it headed Discuss SWOT analysis here
10 What will you accomplish? Must be Single minded Specific Realistic Measurable Have a time frame
11 What is the time frame of your campaign? Remember 1-3 months How are
you going to promote the campaign? Special events – fashion shows, theme nights, etc. Advertising – print, online, on TV Display – in store signage, layout Publicity – press releases, positive buzz
12 Who is responsible for each aspect of the promotional plan? Only focus on THIS campaign, not
overall Create a chart for this section Include all aspects of the campaign
13 How much will your plan cost? Create a spreadsheet that includes ALL aspects of the campaign Don’t leave anything out Find realistic prices for what you want to do
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In business, a marketing concept will list information such as ethnic background, age, income level, and geographic location. | False |
Selling camping gear through catalogs mailed to Sierra Club members and other outdoors people is an example of place utility | True |
According to the text the place is the means of getting the product into the consumers hands | True |
Buy one get one free. This is an example of distribution | False |
People who share similar needs and wants and who can purchase your products are called a market | True |
A marketing mix is a formal written document which directs activities for a specific time. | False |
The owner of a miniture golf business provides her customers with | A service |
Which economic utility increased when fast food restaurants began accepting credit cards? | Possession Utility |
At the end of her one-week stay at a luxury hotel, Jennifer completed a form rating the hotel's service, food , and accommodations. This is an example of what marketing tool? | Market Research |
Which of the following utilities is not directly related to marketing? | Form utility |
After watching Saturday morning cartoons, Bobby asked his mom to buy him Honey Nut Cheerios. According to the text Bobby is considered... | a consumer |
The Good Ol' Barbecue Sauce Company began marketing a new sauce that includes spices often found in Asian cuisine. How is the company segmenting its market? | Demographics |
Which of the following purchases would most likely be made with discretionary income? | Magazine Subscription |
The Cracked Pot Pottery ware company decided to sell its coffee mugs in the local espresso shops. What type of marketing decision was this? | Place |
The Music Stand direct-mail company wants to send catalogs to music teachers, dancers, and other music lovers. What type of data would be helpful in this endeavor? | Psycographic |
According to the text which U.S. ethnic population is declining, relative to other ethnic populations? | Caucasian |
During the last three months of the year, a grocery store stocks its shelves with plenty of canned pumpkin in order to increase the pumpkin's ______ utility. | Time |
Obtaining the money needed to start and operate a business is a marketing function known as __________ | Finnancing |
Retailers offer their customers installment or layaway plans in order to increase the ______ utility of their products. | Possesion |
The employees of a home-improvement warehouse are expert craftspeople who enjoy giving customers advice about do-it-yourself projects. The employees' advice increases the ______ utility of their goods | Information |
Birthday Bears Inc. has just received an order for 1,000 units from Unique Gifts. This is an example of a(n) ____________________ market. | Industrial |
Shopping at Target and paying cash for your purchases is a function of ____________________. | Pricing |
After conducting market research, Whole Breads Inc. decides to introduce a new low carb muffin to increase their sales. What basic marketing strategy applies? ____________________ | Product |
When demand and production for a product increases in the world of Marketing, what usually decreases? | Prices |
A combination of geographic, demographic and psychographic data about a group of people can be used to create a customer ____________________. | Profile |
Expectations that reflect a marketing plans objectives is called an _________________ | Performance Standard |
A company's mission statement, quality of staff, experienced executives can all be found in a _________________________. | Company Analysis |
Political, Economic, socio-cultural and technological are four areas that make up the _______ | PEST Anaylisis |
The current state of the ________ is of interest to all businesses because it shape both business costs and consumer spending. | Economy |
During times of _________ research and development along with plans for new facilities will stop or slow down. | Recession |
Obtaining, developing, or improving a product | product/service management |
Deciding how much to charge for goods and services | pricing |
The added value of a product in economic terms | Selling |
Providing customers with goods and services | Utility |
Planning, Promoting, and distributing products | Marketing |
Tangible items | Goods |
Percentage of total sales generated by competing companies | Market Share |
Deciding how goods get into customers hands | Distribution |
Businesses that buy products for use in their operations. | industrial market |
Product, price, place, promotion | marketing mix |
Brief overview of entire marketing plan | Executive summary |
Characteristics such as age, gender, ethnic background, income | Demographics |
Analysis of outside influences on an orginization | Environmental scan |
Putting a market plan into action and managing it | Implemntation |
Information about where people live | geographicas |
Separating large groups into smaller groups based on characteristics | market segmentation |
Product information gathered from internet use | Generation y |
A combination of four strategies used to market a product | marketing mix |
Alert to changes in laws and regulations | External opportunities |
Money left after taking out tazes | disposable income |