Similarities in Marketing
Changes in Marketing
As discussed in Chapter 1, the marketing mix
has been the basis for marketing
Some marketers consider “people” as a fifth
“p” in the marketing mix.
Thirty years ago marketers did not have
today’s marketing tools.
Then vs. Now
What tools do we have now to market
What did they use in the past to market
S&E products are often not physical goods
sold in stores.
Sports and Entertainment events can be used
to promote unrelated products.
Endorsement: Is approval/support of a
product or idea by a celebrity.
All celebrities have a personality perceived by
the public. (public persona)
Fans identify with/admire many celebrities.
This identification makes the fans feel
“connected” to the celebrity.
Marketers must match their products with the
Core Product: Sports event, movie,
stage show, book.
Ancillary Product: A product related to or
created from the core
Companies can earn additional revenue
by using these products as promotional
tools to market other products.
Movies, characters, toys, t-shirts, etc.
E-commerce has changed where most people
shop for traditional products.
Successful S&E marketing strategies have
always appealed to the desire of consumers.
Being at the event, contributes to the
entertainment value of the process.
After going to a movie, a fan goes online
and buys the soundtrack for the film or
purchases the book version.
After the ballgame, a fan goes home and
looks up player statistics online or
watches video highlights.
Pricing S&E products is different from
pricing traditional consumer products.
Price is set and based on what
theaters/sports can charge.
Basically, what people will pay
determines the market!
Becomes an issue when highly paid
players/celebrities want salary increases.
Fan loyalty can be damaged.
Other pricing issues include ticket
scalping and piracy.
Unauthorized ticket sellers who stand
outside a game/concert to offer tickets at
a higher price.
Common at events where tickets are
difficult to obtain.
The unauthorized use of an owner’s or
creator’s music, movies, or other copyrighted
Any intellectual property can be copyrighted.
Intellectual property: Idea, concept, or
written work that is
Is a payment for material that has been
When people purchase/use the product, a
portion of the profit goes to the artist/owner.
When consumers copy/distribute illegal copies
of material, they cut potential profits from
S&E marketing uses two tools to
The use of ancillary products such as
merchandise as promotional tools.
Example: Buying a Happy Meal at
McDonalds and receiving the
The overlapping of product promotion.
Expands the potential for profit in S&E
Marketers must consider all the
elements, obstacles, and opportunities
Is a combined action that occurs when
products owned by one source promote
the growth of related products.
Example: Oprah Winfrey Show
-Best Life Diet