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SEM I 1.02

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Title: SEM I 1.02

1
SEM I 1.02

Understand SEMs role/function in business to
facilitate economic exchanges with customers.

2
ATHLETES

Sanctioning bodies are the groups or
organizations that regulate sports the sports
participants. They establish the rules that the
athletes must follow.
For example, the National Collegiate Athletic
Association (NCAA) regulates college athletes,
and the Professional Golfers' Association (PGA)
governs professional golfers.

3
PROFESSIONAL ATHLETES

Professional athletes are paid. In many cases,
playing the game is their occupation. Whether
they are minor or major league players, they are
compensated for their work.
Many professional athletes dedicate their lives
to their chosen sport and play for as long as
they are physically able.
Examples of professionals for whom the game is
their occupation are Sammy Sosa, Shaquille
O'Neal, and Eddie George. Games played by
professionals are often expensive to attend
rather than free.

4
AMATEUR ATHLETES

Amateurs usually play for enjoyment, and many of
their events are not attended by the public.

5
SPECTATORS/FANS

These participants are the observers of the
sporting event. They are as important a part of
the event as the athletes themselves.
The fans who attend games help create the
excitement/enthusiasm that make the games what
they are. These fans also contribute to the
overall experience of those who watch or listen
to the games by way of television or radio.

6
PROMOTING SPORTS

Sports marketing is all the activities involved
in pricing, promoting, and distributing the sport
event. Making people aware of the sport event is
one aspect of marketing.
Distributing information about a NASCAR race is a
form of promotion that encourages potential
customers to buy tickets to the event or to view
the race on television.

7
MARKETING SPORTS

Delivering exercise bikes to retailers is part of
marketing sport products.
Selling food products to a concession stand is
the marketing of products to sports.
Holding a race for a charitable organization is
marketing other services through the use of
sport.

8
EVENT MARKETING

Event marketing is unique because it involves
promoting/selling an intangible product, such as
a concert or car race, that is immediately
consumed by the customers and cannot be resold.
Event marketers promote games/events that take
place at a specific time, and once they are over,
the products no longer exist.
If sales are poor for an event, a marketer does
not have an opportunity to resell.

9
MASS TARGET DIRECT MARKETING

Mass marketing is designing products and
directing marketing activities in order to appeal
to the whole market.
Target marketing is the identification and
selection of markets for a business or for a
product.
Direct marketing involves contacting consumers
directly.

10
UNIQUE EXPERIENCE

Event marketing involves promoting/selling a
unique experience that takes place at a certain
time and then no longer exists. Events are
intangible products, such as concerts and
meetings, which are consumed immediately and
cannot be resold.
Marketing such products is often complicated
because the benefits of buying unique experiences
may be difficult to explain to potential
customers. Events are intangible products. They
are perishable because they are produced and
consumed at the same time.
Event marketers usually focus on the emotional
appeal, rather than the physical appeal, of the
products because the products are intangible.

11
EVENT MARKETING

An event is a gathering/activity. Event marketing
is the process of planning executing the
conception/promotion of gatherings or activities
that satisfy individual or organizational
objectives.
Examples of events are corporate awards dinners,
fund-raising events for charities, dramatic
plays, and musical concerts.
A characteristic of an event is that it is
produced and consumed at the same timeit is an
experience. The experience may or may not include
planned intervals (e.g., intermission), and
different groups of people are often involved in
the experience.
For example, the Academy Awards ceremony is an
event involving several groups including the
actors, movie producers, and screenplay writers
who attend the ceremony, as well as the fans who
watch it on TV. Some fans and participants become
quite emotional during certain events.