Hit a Home Run with Customers. Sports and Entertainment Marketing Thomson/South-Western

Transcription

1 4 Hit a Home Run with Customers

2 Winning Strategies Frito-Lay Reaches Teens U.S. teenagers spend $175 billion annually teens are trendsetters and early adopters teens offer a potential lifetime of purchasing for the products they start to use when they are young in an effort to obtain teen customers, Frito-Lay initiated a variety of innovative marketing techniques involving music partnerships this strategy resulted in a huge return on investment Slide 2

3 Lesson 4.1 The Marketing Concept Goals Explain the central focus of the marketing concept. Explain the reasons for increased sports and entertainment options. Slide 3

4 Terms marketing concept productivity breakeven point opportunity cost Slide 4

5 THE MARKETING CONCEPT About half of every consumer dollar spent pays for marketing costs. Satisfying customer needs is the most important aspect of marketing. marketing concept keeping the focus on the customer s needs for a product or service Slide 5

6 Maintain Relationships Successful customer relationships are critical to the marketing concept. Customer satisfaction is the bottom line for maintaining successful marketing relationships. Slide 6

7 What is the most important aspect of marketing? Slide 7

8 INCREASED SPORTS AND ENTERTAINMENT OPTIONS U.S. citizens have more discretionary income than in the past. drives up demand for sports and entertainment increases competition Slide 8

9 Customer Focus productivity rate at which companies produce goods or services in relation to the amount of materials and number of employees utilized Slide 9

10 successful marketing strategy identify customer needs location provide products perceived as superior maintain successful customer relationships offer the appropriate marketing mix product price promotion location Slide 10

11 Weekend Entertainment Choices breakeven point the minimum sales and attendance required to cover all of the expenses of organizing, planning and promoting the event profit revenue earned beyond the breakeven point Slide 11

12 Opportunity Cost opportunity cost the value of the next best alternative that you forgo when making a choice The value is measured in terms of the benefits that you are giving up. Slide 12

13 Explain the reasons for increased sports and entertainment options. Slide 13

14 Lesson 4.2 Discover What People Want Goals Explain the importance of understanding buyer behavior when making marketing decisions. List and describe means of collecting marketing information for use in decision making. Slide 14

15 Terms economic market benefits derived comparative advantage emotional purchases rational purchases patronage purchases Slide 15

16 UNDERSTAND BUYER BEHAVIOR economic market all of the consumers who will purchase a product or service Slide 16

17 Consumer Spending Habits benefits derived the value people believe they receive from a product or service Slide 17

18 comparative advantage the capability to produce products or services more efficiently and economically than the competition Slide 18

19 Consumer Wants and Needs hierarchy of needs identifies five human areas of needs Slide 19

20 Slide 20

21 emotional purchases spending with little thought during emotional times rational purchases define wants and needs assess priorities and budget conduct research compare alternatives make a well thought out purchase Slide 21

22 patronage purchases based on loyalty to a particular brand or product Slide 22

23 What is meant by benefits derived? Slide 23

24 GATHER INFORMATION Marketers are often involved in every step of the decision-making process. Slide 24

25 The decision-making process involves the following steps. recognize a need or a want conduct product research evaluate choices decide what to purchase evaluate the product after the purchase Slide 25

26 Information Needed for Marketing Decisions Information about consumers that is important to consider include demographics shopping behaviors how consumers spend money product and brand preferences frequency of purchases Slide 26

27 The business environment impacts consumer spending as follows: economic uncertainty reduces consumer spending marketplace competition provides consumers with choices technological advances have impacted how consumers research and buy products Slide 27

28 Sources of Information for Businesses internal sources a business s own customer records, sales records, production records, and operation records external sources government reports, trade and professional organizations, business publications, commercial data, and information services Slide 28

29 primary data obtained for the first time and specifically for the particular problem or issue being studied secondary data information previously collected for another purpose but is now found useful in the current study Slide 29

30 Explain the difference between primary and secondary data. Slide 30

31 Lesson 4.3 Target Markets Goals Define target market and market segment. Describe how businesses use market segmentation. Slide 31

32 Terms target market market segment market share Slide 32

33 DETERMINE THE TARGET MARKET target market specific group of consumers you want to reach Slide 33

34 Focus Marketing Efforts market segment a group of consumers within a larger market who share one or more characteristics Consumers belong to multiple market segments. Marketers must identify the market segment to which they want to sell. Slide 34

35 Meet Target Market Needs Market segmentation data can improve business decision making. number of potential customers customer income level level of interest in product or service Slide 35

36 What is a target market? Provide an example of a company s target market. Slide 36

37 MARKET SEGMENTATION Markets may be segmented in many ways. geographic location demographics psychographics behavior Slide 37

38 Geographic Segmentation divides markets into physical locations Slide 38

39 Demographic Segmentation information that can be measured age income profession gender education marital status household size Slide 39

40 Psychographics Segmentation characteristics that cannot be physically measured values interests lifestyle choices Slide 40

41 Behavioral-Based Segmentation behavioral-based segmentation focuses on a customer s attitude toward products and services product usage what products you use and how often product benefits the positive experiences or associations people derive from using a product or service Slide 41

42 Capture a Market Share market share percentage of total sales of a product or service that a company expects to capture in relation to its competitors Slide 42

43 List and describe four types of market segmentation. Slide 43

44 Lesson 4.4 Customer Service Goals Explain the importance of outstanding customer service. Explain what it means to establish a service culture. Slide 44

45 Terms customer service gap values-based culture Slide 45

46 OUTSTANDING SERVICE EQUALS SUCCESS Business success depends on excellent customer service. Customer relationships should continue after the sale of goods and services. Slide 46

47 A Track Record for Great Customer Service customer service gap the difference between customer expectations and the services actually received Customers are likely to tell at least 10 people about their poor customer service experiences. Slide 47

48 Training Programs That Make an Impact Individuals hired for customer service positions should have a positive attitude and look forward to meeting the public. Proper employee training in proactive, efficient and courteous customer service is critical to providing a pleasant experience for customers. Slide 48

49 Why is outstanding customer service critical to a business in a highly competitive marketplace? Slide 49

50 CREATING A SERVICE CULTURE Gallery Furniture has effective customer service principles. They are: Demonstrate a values-based culture that is rooted in high performance and excellent customer service. Slide 50

51 Follow the FAST (Focus, Action, Search, Tenacity) strategy. Passion results in energy. Demonstrate pride in every sale. Remember the value of long-term positive relationships. Slide 51

52 How May I Help You? It s not my department should be replaced with How may I help you? mystery guest hired by an outside firm to have an individual assess the performance of a business feedback on the individual s experience as a customer is provided to the hiring business Slide 52

53 Explain what it means to have a valuesbased culture. Slide 53

54 PERFORMANCE INDICATORS EVALUATED Communicate ideas clearly to the judge (potential investor). Analyze all relevant data for proposing a new celebrity-theme restaurant. Slide 54

55 Demonstrate critical thinking and problemsolving skills necessary to propose and operate a successful business. Interpret demographics and financial data for a proposed business. Understand consumer demand and the existing competition. Slide 55

56 THINK CRITICALLY 1. Why is a business plan necessary for a popular celebrity who wants to open a restaurant in a city where he or she is well liked? 2. Give three examples of successful celebrity-theme restaurants and what makes them popular. Slide 56

57 3. What would be a good grand opening event to attract the maximum amount of attention to the new restaurant? 4. What advantage does a professional athlete have over an average citizen when opening a restaurant? Slide 57