S+E Marketing Exam Review Unit 1: Intro to S+E Marketing Review Lesson 3 - Marketing Through + With: With: The product or service is usually relatable to the sport or the entertain... S+E Marketing Exam Review Unit 1: Intro to S+E Marketing Review Lesson 3 - Marketing Through + With: With: The product or service is usually relatable to the sport or the entertainment Gatorade and football Examples: Famous golfers, Tiger Woods and Rory Mcllroy promoting Nike Micheal Jordan promoting gatorade Through: A non-sport or non-entertainment company uses sports and entertainment to market their product Examples: Mcdonalds advertising through famous athletes Larry Bird and Micheal Jordan Shakira singing “Waka Waka” for the World Cup 2010. Lesson 5 - Segmentation and Target Market: Potential market vs target market: Potential market: Anyone who is interested in the product/service and who have the means to purchase it Target market: Group of people that a company wants to reach with its products services This group has been identified based on the fact that they have shared characteristics. Market segmentation: To define their ideal customers and describe a customer profile, marketers divide the market based on: Demographics: Age Gender Family Life Cycle Income Education Ethnicity and Culture Psychographics: Activities Interests Opinions Values Geographics: Urban Suburban Rural Climate Behavior: Their purchase behavior Benefits sought when purchasing something How and when this group uses your product How often they use your product How frequently does the consumer use the product: Heavy users Marketers try to build brand loyalty Produces greatest profit (lucrative) Ex. 30% of bottled water market are heavy users who account for 80% of all bottled water sold Light / medium users Attempt to turn them into heavy users through pricing deals, contests, informative ads, etc Non-users Entering the category for the first time Do not plan on purchasing Importance of knowing target market: Our distribution strategy (place) Our promotional strategy Our pricing strategy Our approach to product design/development Lesson 6 - Sports and Its Categories: Some important dates: The Toronto Maple Leafs franchise was found in 1917 Netflix was founded on 1997 Pittsburgh Steelers had won the most Super Bowls Sports: Carried out under a publicly agreed set of rules With a recreational purpose for competition, for self-enjoyment, to attain excellence, for the development of skill, or some combination of these. Physical activity / skill Categories of sports: Professional Athletes have the will and ability to earn an income from a particular sport. Managing organizations: Sanctioned league events are presented by sports franchises. Revenue is generated through: Broadcast-media contracts Ticket and stadium sales Licensing agreements Sponsorships Usually a commissioner heads a league. Recreational For physical activities For enjoyment Amateur An athlete who has never accepted money, or who accepts money under restrictions specified by a regulatory body, for participating in a competition. College / University Eg. NCAA or U Sports National organizations that govern college/university athletics and oversee important decisions pertaining to athletics. High School Sports Source of pride and tradition Regional influences affects popularity of the sport E-Sports Form of competition within video games Often takes the form of organized, multiplayer video game competitions, particularly between professional players, individually or as teams. Olympic Sports The first Olympic game was held in 776 B.C. in Olympia, Greece. The International Olympic Committee (IOC) plans the games and oversees issues and decisions. The World of Paralympics and Special Olympics Olympic-style games for athletes with a range of physical and intellectual disabilities. International Sporting Events Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers. Eg. Soccer (the World Cup) Biking (the Tour de France) Cricket Rugby Womens Sports The status of women in sports has advanced in the 20th century. On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports in the U.S.A. Title IX is a law that bans gender discrimination in schools that receive federal funds Lesson 7 - Entertainment and Its Categories: Entertainment categories: Live performances Theater, concerts, comedy shows, circus performances, etc. Cultural importance for live performances Eg. Story telling Unique experiences Digital entertainment TV shows, movies, YouTube, video games, podcasts The fastest-growing form of entertainment Content accessible anytime (on-demand) Sports and Games Professional sports, eSports, board games Social and interactive entertainment Amusement parks, escape rooms, festivals, fairs, etc. Often involve more physical and social interaction, creating memorable experiences through group participation Designed to engage multiple senses and offer a range of activities. Artistic expression Art exhibitions, museums, dance performances, literature readings. Creativity and emotional engagement Different forms of art can communicate personal or societal messages. Promotes critical thinking and appreciation for culture and creativity. Read more