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.

12
REVIEW
13
25. NCAA PGA are examples of

• A. labor unions.
• B. Trade associations
• C. sanctioning bodies.
• D. professional societies.

14
25. NCAA PGA are examples of

• A. labor unions.
• B. Trade associations
• C. sanctioning bodies.
• D. professional societies.

15
26. One of the main differences between pro and
amateur athletes is that for the pros, the game
is often

• A. their occupation
• B. Closed to the public
• C. free of charge.
• D. played for enjoyment.

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26. One of the main differences between pro and
amateur athletes is that for the pros, the game
is often

• A. their occupation
• B. Closed to the public
• C. free of charge.
• D. played for enjoyment.

17
27. Which of the following help create
excitement/enthusiasm that make the games what
they are?

• A. Team owners
• B. Coaches
• C. Trainers
• D. Spectators

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27. Which of the following help create
excitement/enthusiasm that make the games what
they are?

• A. Team owners
• B. Coaches
• C. Trainers
• D. Spectators

19
28. Which of the following is an example of
marketing the sport event

• A. Holding a race for a charitable organization
• B. Selling food products to a concession stand
• C. Delivering exercise bikes to retailers
• D. Distributing information about a NASCAR race

20
28. Which of the following is an example of
marketing the sport event

• A. Holding a race for a charitable organization
• B. Selling food products to a concession stand
• C. Delivering exercise bikes to retailers
• D. Distributing information about a NASCAR race

21
29. Promoting/selling an intangible product that
is immediately consumed cannot be resold is a
unique characteristic of ________ mktg.?

• A. target
• B. mass
• C. Event
• D. Direct

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29. Promoting/selling an intangible product that
is immediately consumed cannot be resold is a
unique characteristic of ________ mktg.?

• A. target
• B. mass
• C. Event
• D. Direct

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30. One characteristic of event marketing
involves promoting and selling a(n)

• A. tangible product.
• B. unique experience
• C. nonperishable item.
• D. physical appeal.

24
30. One characteristic of event marketing
involves promoting and selling a(n)

• A. tangible product.
• B. unique experience
• C. nonperishable item.
• D. physical appeal

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31. A characteristic of an event is that it is
produced consumed

• A. during planned intervals.
• B. at the same time
• C. by the same group of people.
• D. in unemotional ways.

26
31. A characteristic of an event is that it is
produced consumed

• A. during planned intervals.
• B. at the same time
• C. by the same group of people.
• D. in unemotional ways.