Lesson 3.

1 Industry Segments

3.1 Industry Segments Winning Strategies- Oprah Winfrey while a high school student, began a broadcasting career at 19, she was the youngest person and the first African-American woman to anchor the news at Nashvilles WTVF-TV in 1986, The Oprah Winfrey show entered national syndication with the launching of Harpo studios, she became the third woman in U.S. history to own her own studio provides generous funding and leadership to educational support programs both within the U.S. and in South Africa

The Wide World of Sports and Entertainment

Goals Define _____________ and give examples of ________________ of an industry. Explain why marketing decisions are based on ____________ standards, norms, and trends.

Terms

industry industry standards

THE SPORTS AND ENTERTAINMENT INDUSTRY

industry a group of _______________ involved in producing or ____________ the same product or type of service industry subdivisions subsets of an _______________

Industry Standards and Trends

industry standards the guidelines and goals set for different _____________________ industries industry norm the average ________________ within an industry

What is an industry? a group of ________________ involved in _____________ or

handling the same ________________ or type of service

MARKETING DECISIONS FOR AN INDUSTRY

Marketing decisions are based on upon ____________ standards, _____________, and trends.

U.S. Sports Camps

U.S. Sports Camps manages the ___________ and ________________ of sports camps throughout the country. coaches hire their own __________ website generated ___________ million in online sales in one year Nike sponsors many _______ 1

provides ___________ to staff and campers

College Sports
ISP Sports a ___________ in collegiate sports marketing has over ____ radio and _____ television outlets the countrys largest and fastest growing ________________ company The Television Industry perpetually seeks _____________ that will yield higher viewer ratings __________ shows are less expensive to produce than traditional shows continually seeking new ways to reach ______________ _______________ video iPods on-demand ____________

The Concert Industry

The __________ industry is undergoing a change. mass appeal artists are _____________ live concerts seem less _____________ to the post baby boomer generation audiences will probably be __________ and more fragmented in the future

State and County Fairs

State and county fairs have made many changes to stay competitive. ___________ use of technology _____________ advertising ticket sales ___________ books news releases expanded schedules corporate _________________

List three different forms of sports or entertainment and a current industry trend for each one. 1. ______________ sports are spending large sums of money to build winning teams 2. ___________ are finding new venues, including outdoor fields 3. __________ ___________ are incorporating entertainment that appeals to the younger generation

Chapter 3.2 Special Marketing Tools

Lesson 3.2 Special Marketing Tools
Goals Explain how a ________ figure can be ____________ in the motivational lecture circuit and the publishing industry. Explain the purpose of and ____________ methods used for sports camps and clinics.

Terms
ghostwriter literary agent

MOTIVATIONAL SPEAKING AND WRITING

Professional ____________ cannot plan on a lifelong career. Many people enjoy __________ to and reading what __________ individuals have to say.

Successful Speaking
Successful speakers have a message that is ___________ repeatedly well written speeches excellent ________________ skills strong __________________ campaigns an __________

The Price of Motivation

All American Speakers Bureau __________ receive between $5,000 and $50,000 for an individual speech Writing Their Stories When an athletes _______ has a broad appeal, more people are likely to buy their book.

Ghostwriter
a writer who takes someones __________ and ideas and commits them to paper on behalf of that _____________ Some reasons why athletes and celebrities choose to ________ books are they believe they have a message of value to share and they want recognition and additional revenue. a percent of the sale price of each book that is paid to the _____________ 3

Royalty

Literary Agent
plans the marketing and promotional campaign for an _____________ compensation is a percent of book _________

SPORTS CAMPS AND CLINICS Sponsorships

Every year parents make ______ expenditures to send their children to sports camps and clinics. Generally, a sports camp sponsor can __________ the following a _________ public relations campaign visibility and recognition of ______________ ______________ space in the camps publications sponsor marketing materials on display at camp potential product _________ at camp

Camp Expectations
Parents need to carefully _____ camp literature to ensure that what the camp ________ meets the familys expectations. The ____________ of the camp should be considered to ensure it meets the needs of the family.

Clinics Clinics
single ______ focus shorter duration ________ enrollment help ___________ a larger fan base for the sport

Good Marketing Equals Success

local ________ coverage in a variety of media product giveaways ___________ and photos a community _____________ by a camp celebrity

Follow-up materials are critical for future sessions of camp

parent _____________ mailing list of prior attendees alumni _____________ alumni _______________ for potential new campers

Advertising

Well ___________ and thoughtfully planned marketing will yield the most effective results. Newspapers __________ ad lead-times inexpensive ________ non-targeted audience 4

 Magazines and e-zines __________ ad lead-times higher ad rates ___________ audience Mailings and Brochures Although direct mail is the most _________ advertising method, if it is sent to a well-researched group of consumers, it can be the most ____________ method.

Explain the difference between a camp and a clinic Camps concentrate on a variety of skills in a given sport, while a oneor two day clinic may focus on only one skill or give a short introduction of the sport to beginners.

Chapter 3.3 Destinations: Travel and Tourism

Lesson 3.3 Destinations: Travel and Tourism
Goals Explain the _______ of travel and tourism in sports and entertainment. Discuss the _________ of resorts and theme parks.

Terms
tourism direct economic impact indirect economic impact niche travel ecotourism

TRAVELING
The _________ industry is the worlds largest industry.

Tourism
traveling for pleasure

Attracting Tourists
travel trade companies and individuals who ________ and ___________ tours direct economic impact total of new _________ resulting from the event or attraction indirect economic impact multiplier effect the ____________ of the money spent locally by visitors that is in turn spent by local residents

Tailor-Made Vacations
niche travel travel __________ around a special interest 5

Ecotourism
ecotourism __________ travel to natural areas that conserves the environment and sustains the well being of the local people

Sustainable Tourism
enjoying while ____________ preserving natural environments so that they may also be enjoyed in the _____________

Halls of Fame
Attracting visitors is __________ to keeping a hall of fame alive. ________ of mouth is the most effective promotion for a hall of fame. Some hall of fames offer a complete ____________ additional _________________ sources are located nearby What is the mission of the travel trade? To increase the volume of visitors and their spending

RESORTS AND THEME PARKS

__________ parks family-oriented destinations __________ aimed at adults Theme Park Central Orlando, Florida has ______ attractions and hosts about 50 million visitors annually. Disney tries to be a _________________ provider of all the products and services a visitor may require during their stay. Why might a theme park add restaurants and lodging to the site? Theme parks add restaurants and lodging to their sites for the convenience of consumers and to increase profits.

Chapter 3.4 Worldwide Sports and Entertainment Events

Lesson 3.4 Worldwide Sports and Entertainment Events
Goals Describe the _________________ role of sports and entertainment marketing. Discuss the _______________ of international marketing. Terms joint venture infrastructure globalization piracy GLOBAL SPORTS AND ENTERTAINMENT Sports and entertainment is a _______________ industry.

An Expanding India
________ continues to transition from a third-world economy to one of the fastest growing economies in the world. Increased _____ of the population allows for greater consumption of sports and entertainment.

An Expanding China
China has: over _____ billion potential consumers an annual __________ growth rate of more than 10 percent _____________ foreign-operated attractions a _____ of amusement parks Many parks have _________ due to poor marketing and planning and due to excess competition. A World Mouse Disney is the worldwide leader in the _________ park industry. joint venture 7

 when _____ groups (including businesses and governments) share the costs and profits of a business infrastructure water, sewer, roadways, and all other ___________ framework Why is the number of theme parks growing in China and India? China and India have _________ populations with growing economies and __________ discretionary incomes. These are good ______________ for the locations of theme parks INTERNATIONAL MARKETING globalization ______________ economic relationships

Scoring With Fans

___________ is a dream event for international marketing. The World Cup is held every ________ years.

A Sponsors Dream
The World Cup provides ___________ promotional opportunities. $1.5 billion in sales for Nike and for Adidas-Salomon introducing the Bud brand name in Germany

International Sports Trends

Current world _________ have much to do with political history of the last 50 years. After World War II, the ____________ became quite interested in baseball. In 2006, the World __________ Classic was held. $50 million to __________ $15 million _________

A Connected World
The 2006 formation of ________-SK Telecom dramatically changed the way consumers buy, store, and listen to music.

Piracy
theft of __________ material Why might cell phones be called the heart of the future of music? _________ phones will play a significant role in how consumers access music in the future

PERFORMANCE INDICATORS EVALUATED

___________ an appropriate marketing plan for increasing family business at Six Flags. Develop appropriate promotions for all age groups. _____________ critical thinking and problem-solving skills. Sell the promotional plan to the representative from Six Flags. __________ strategies to overcome Six Flags competition. 8

 Prepare appropriate strategies that are sensitive to the economic conditions. ___________ an understanding of marketing-information management.

THINK CRITICALLY
1. Why is it difficult to attract visitors to amusement parks? 2. Why must an amusement park constantly update its attractions and rides? 3. Give examples of special events that could take place at Six Flags for major holidays such as Fourth of July, Labor Day, Thanksgiving, and Christmas.