Chapter Objectives

• Define marketing.
• Explain the marketing concept.
• Define demographics.
• Explain the marketing mix.
• Explain economics and free enterprise.
• Identify intellectual property rights.
• Explain the different types of business ownership.
• Explain the economic impact of sports and entertainment.

• Discuss the history of sports and entertainment.
• Discuss the impact of sports and entertainment history on today's markets.
• Explain how sports and entertainment marketers use tools to sell their products.
• Explain risks and risk management of sports and entertainment events.
• Identify differences between marketing sports and entertainment products.

• Define sports marketing.
• Identify the different categories of sports.
• Differentiate between amateur sports and professional sports.
• Discuss the significance of international sports.
• Explain the significance of women's sports.

• Define the sports consumer.
• Explain market segmentation.
• Identify sports products.
• Explain the differences between sports goods and services.
• Differentiate between the product line and product mix.
• Explain the economic impact of sports marketing.

• Differentiate between a product item and product line.
• Classify products as consumer goods or business goods.
• Explain the seven steps in developing a new product.
• Identify the stages in a product's life cycle.
• Define price and the role it plays in determining profit.
• Describe the factors that affect pricing decisions.
• Identify pricing strategies.

• Define market research.
• Explain how businesses use market research.
• Identify the steps used in the research process.
• Explain how businesses make the place decision as part of the marketing mix.
• Discuss direct and indirect channels of distribution.

• Explain the concept of branding and brand equity.
• Discuss the types of brands.
• Describe how to develop an effective brand name.
• Discuss product licensing and how licensed goods are merchandised.
• Explain the importance of sponsorships and endorsements.
• Discuss how companies choose sports endorsers for their products.

• Define event marketing.
• Explain promotion and the promotional mix in sports marketing.
• Identify the roles of advertising and sales promotion in sports marketing.
• Describe the use of technology in promotion.
• Identify the roles of public relations and personal selling in sports marketing.
• Explain the types and steps of selling.

• Explain the purpose and function of a marketing plan.
• Identify each element found in a marketing plan.
• Discuss the diversity of career and employment opportunities in sports marketing.
• Identify different career and employment opportunities in sports marketing.

• Define entertainment marketing.
• Identify different types of entertainment media.
• Explain the economics of entertainment marketing.
• Discuss the global impact of entertainment marketing.
• Explain types of businesses and ownership in the entertainment industry.
• Identify forms of entertainment marketed to consumers.

• Identify types of entertainment products.
• Define evergreen products.
• Describe location-based entertainment (LBE).
• Explain the significance of impulse spending.
• Explain why marketing is involved in entertainment product development.
• Discuss the difference between primary and secondary markets.
• Explain the important of programming.

• Explain entertainment brand identity, brand marks, and trademarks.
• Identify brand strategies used by entertainment companies.
• Explain how celebrities are brands.
• Define gross profit and net profit.
• Identify different pricing goals.
• Identify factors that determine CD and concert ticket prices.

• Explain how market research is used to identify target markets.
• Discuss how demographics are used in entertainment marketing.
• Explain the use of primary and secondary data.
• Explain the difference between qualitative and quantitative research.
• Identify methods of conducting entertainment market research.
• Identify criteria for selecting outlets and venues.

• Define the term image.
• Describe the role of merchandising in entertainment marketing.
• Discuss how the United States government controls endorsements.
• Describe the role of sponsorship in entertainment marketing.
• Explain the importance of entertainment product licensing.
• Explain aspects of royalties.

• Explain the promotional mix in entertainment marketing.
• Identify the role of advertising in entertainment promotion.
• Discuss the importance of public relations in entertainment marketing.
• Explain personal selling and promotions in entertainment marketing.
• Compare media and non-media advertisements.
• Describe how other promotional methods are used in entertainment marketing.
• Explain the importance of reaching diverse markets.

• Explain an entertainment marketing plan.
• Describe a business plan.
• Explain a promotional plan.
• Describe educational preparation for a career in marketing.
• Identify career areas in entertainment marketing.

Back to Top