28 Jun MKTG 3800-Analysis of sports marketing vs. traditional
Question
Diamond system
Trip Advisor
Oyster
About
Many, many more
How these systems affect conduit/consumption
Price? How has this changed with the Internet?
Sports
Analysis of sports marketing vs. traditional
product/service marketing:
Fans vs. Customers
What is a “Customer”?
What is a “Fanatic”?
What are differences in behaviors (of fans vs. product consumers):
Identify
Promote
Donate/pay
Travel
Devote significant time
Why are there behavioral differences?
Content
Fans, arenas, stadiums, coaches, players, promoters… labor unions, sanctioning bodies, agents… etc.
Characteristics
Inconsistent
-Unpredictability you cannot expect
Perishable
Entertainment
Betting/monetary
Global/universal
Advertising and Promotion
Who pays for advertising and media costs (sports vs. products)?
Who promotes (the team vs. the company)?
What product companies are as successful as sports marketers?
Distribution of products vs. sporting events?
Pricing of products vs. sporting events?
Two-part pricing for sports
Bundling
What exactly is exchanged for products vs. sporting events?
Contractual power of product manufacturers/employees vs. athletes
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