Monday

1
Monday

• Ch. 2 structured notes
• Group activity/discussion
• Some people have work that needs to be made up!
• Internet Activity

2
Marketing College Amateur Sports

• Chapter 2

3
Effects of Collegiate Sports

• Economic Implications for school, community,
  region, state
• Hotel rooms, restaurants, gas stations, shopping
  malls.
• Media attention helps the college community
  benefit.
• Newspapers, magazines, local sportscast focus
  on team and the entire community benefits.

4
Strong Public Image

• Reminder Promotion provides the means of
  communication to inform, persuade, or remind
  people about college athletics
• Schedule cards throughout city
• Posters build enthusiasm
• Promotional materials, information guides
• Websites

5
Rules Rankings

• National Collegiate Athletic Association
  (NCAA)governing body of most college and
  university athletic programs
• Creates and enforces guidelines and rules that
  schools must follow in order to remain in good
  standing
• Guidelines areas include
• recruitment, gender equity, scholarships,
  gambling prohibitions, and many ethical issues

6
College Team Rankings

• Based on past team performance, talent, team
  schedules, personal preference
• First rankings occur before the season starts

7
Why so much emphasis on rankings?

• Builds excitement strong attendance at
  gamescreating fan loyalty national respect
• Influence major t.v. networks to schedule games
• More revenue for the team university
• Fewer steps to 1 spot
• Bowl gamesnational championship game earns

8
1 Has Lingering Effects

• Favorable national recognition
• Increased potential for recruitment
• Retailers carry the natl champions sportswear
  memorabilia
• Alsobeing the official sportswear manufacturer
  for a consistent winner is good advertising.

9
TIME OUT

• Each team in the 1998-99 Rose, Sugar, Orange,
  Fiesta Bowls earned an average of 12.5 million
• Other bowls paid from 700,000 to 3.6 million to
  each participating team.

10
MARKET SEGMENTATION

• Market segmenta group of individuals within a
  larger market that share one or more
  characteristics.
• Examplemany like basketball, but a smaller group
  specifically enjoys University of Kentucky
  b-ball.
• So, magazine covers featuring the Wildcats will
  sell more than one featuring the Brigham Young
  University Cougars

11
TIME OUT

• The University of Kentucky Wildcats mens
  basketball team brought 3.3 million in fan
  spending for business in downtown Lexington,
  Kentucky in 1996-1997

12
5 Elements of Market Segmentation

1. Geographic Segmentationdividing markets into
   physical locations (eastern, northern, southern,
   western)
2. Demographicinfo that can be measured (income,
   gender, education)

13

• PsychographicsLifestyle choices and attitudes
  (cant be measured)
• Will you attend the game on a holy day or your
  faith?
• Product usagewhat products you use, how often,
  and why.
• Use this to encourage you to try new, similar
  products.
• Benefits derivedvalue people believe they
  receive from the product or service.
• Enjoyment from a good game team logo shirt vs. a
  identical shirt w/o the logo

14
Assignment

• Give a college sports example relating to each
  element of market segmentation
• How?
• Pick a college team (other than the Huskers)
• Identify an example from each market segmentation
• Geographic, Demographic, Psychographics, Product
  usage, Benefits Derived

15
Example Husker Football

• Geographic Nebraska (maybe some South Dakota??)
• Demographic All ages, both genders, all levels
  of income education
• Psychographics People avoid having weddings on
  Husker game days
• Product UsageVals pizza
• Benefits derivedtons of Husker apparel
  memorabilia game day T-shirts 2.00 per
  balloon??

16
Internet Activity

• Work with a partner
• List five strong college football or basketball
  programs.
• Use the Internet to find out how many fans the
  stadium or arena holds for each of these schools
  ticket prices.
• How much revenue would be generated from ticket
  sales for a sold-old game?

17
Womens College Sports

• NCAA focused attention in 1980
• 1981 19 natl championship events were added to
  the womens programs
• Attendance has steadily grownnetworks run more
  games.

18
TIME OUT

• Average home-game attendance at the University
  of Tennessee womens basketball games increased
  from 2,725 in 1978-79 to 10,500 in 1996-97

19
Marketing Opportunities in Womens Sports

• A new target market is opening up
• Women now want soccer shoes, basketballs, golf
  clubs, bats, racing bikes.

20
Review Questions

• Market Segmentation
• Involves looking at the entire marketplace as one
• Involves dividing the marketplace into smaller
  interest groups
• Usually decreases total sale
• Is no longer used by successful marketing
  strategist

21
Review Questions

• Market Segmentation
• Involves looking at the entire marketplace as one
• Involves dividing the marketplace into smaller
  interest groups
• Usually decreases total sale
• Is no longer used by successful marketing
  strategist

22

• Taking your little brother out for his birthday
  instead of going to a game with friends is an
  example of
• Demographic segmentation
• Benefits derived segmentation
• Psychographics segmentation
• Product usage segmentation

23

• Taking your little brother out for his birthday
  instead of going to a game with friends is an
  example of
• Demographic segmentation
• Benefits derived segmentation
• Psychographics segmentation
• Product usage segmentation

24
Technology

• Use the Internet to find the latest rankings for
  a college sport
• Choose one of the teams in the Top Five.
• Search again to find the history behind the
  success of that team.
• List the most recent steps to the teams success.

25
Research

• Conduct research on schools that have been placed
  on NCAA athletic probation.
• List the reasons for the probation and the
  effects of the probation on the teams success