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Sports Entertainment Marketing Text Book.Pdf Kaser & Oelkers Sports and Entertainment Marketing Sports and Entertainment Kaser & Oelkers 3e Marketing 3e Winning Strategies Kaser & Oelkers Explore the intriguing world of sports and entertainment from the perspective of marketing. Sports and entertainment topics, popular with students of all ages, continue to be the foundation for teaching marketing concepts. Each marketing function is incorporated throughout the text and is highlighted with an icon to indicate how it E is used in the sports and entertainment industries. n t e S r Changes in this third edition were based on the feedback received from instructors across the country. Three new p t o chapters, expanded content coverage, more activities and projects, examples that cover a wider variety of teams and a i rt artists, increased coverage of the entertainment industry, and new photos, combine to improve this edition. Interactive n s m online activities are available at thomsonedu.com/school/sports. In addition, comprehensive Case Studies and an e Winning Edge for BPA, DECA, and FBLA events are included in every chapter. n d t • Case Studies and Winning Edge Competitive Event Prep activities in every chapter prepare students Mar for competition. • The free Web site at thomsonedu.com/school/sports includes instructor resources, internet activities, flash cards, and crossword puzzles. • Special features like Project Extra Innings, Time Out, Cyber Marketing, Judgment Call, Marketing Myths, Opening Act, Net Bookmark, and Take a Bow all increase student interest and link the marketing k concepts to real world events. e • Icons in the text visually identify the marketing concepts covered. ting • The Multimedia Module includes the Annotated Instructor’s Edition, Instructor’s Resource CD, and ExamView® Electronic Assessment. Take a Look Inside Ch. 1 What Is Sports and Entertainment Marketing? Ch. 9 The Economics of Supply and Demand Ch. 2 Sports and Entertainment Means Business Ch. 10 Sports and Entertainment Promotion Ch. 3 The Wide World of Sports and Entertainment Ch. 11 Promotional Planning Ch. 4 Hit a Home Run with Customers Ch. 12 Selling Sports and Entertainment Ch. 5 Marketing-Information Management Ch. 13 Sports and Entertainment Legal Issues Ch. 6 The Marketing Game Plan Ch. 14 Creating, Owning, and Operating a Business Ch. 7 The Product Is Sports and Entertainment Ch. 15 Scoring a Career Ch. 8 Choose the Channel 3e ISBN-13: 978-0-538-44515-3 ISBN-10:ISBN-13: 978-0-538-44515-30-538-44515-7 ISBN-10: 0-538-44515-7 90000 SB07CB Join us on the Internet South-Western – www.thomsonedu.com 9 780538 445153 9780538445153_cvr_se2.indd 1 2/27/07 12:17:23 PM Kaser-oelkers_0538445157_FM, 2/8/7, 12:31, page: 1 Annotated Instructor’s Edition Kaser-oelkers_0538445157_FM, 2/10/7, 10:33, page: 2 Sports and Entertainment Marketing, 3rd edition Ken Kaser, Dotty Boen Oelkers VP/Editorial Director: Senior Marketing Manager: Production House: Jack W. Calhoun Nancy A. Long ICC Macmillan Inc. VP/Editor-in-Chief: Marketing Coordinator: Printer: Karen Schmohe Angela Glassmeyer Courier Kendallville Executive Editor: Production Manager: Art Director: Eve Lewis Patricia Matthews Boies Tippy McIntosh Senior Developmental Editor: Content Project Manager: Internal and Cover Designer: Enid Nagel Jennifer A. Ziegler Ann Small, a small design studio Editorial Assistant: Technology Project Editor: Cover Images: Linda Watkins Sally Nieman # Getty Images Production Technology Analyst: Manufacturing Coordinator: Erin M. Donohoe Kevin Kluck COPYRIGHT # 2008, 2005 ALL RIGHTS RESERVED. For more information about our Thomson South-Western, a part of The No part of this work covered by the products, contact us at: Thomson Corporation. Thomson, the Star copyright hereon may be reproduced or logo, and South-Western are trademarks used in any form or by any means— Thomson Higher Education used herein under license. graphic, electronic, or mechanical, 5191 Natorp Boulevard including photocopying, recording, Mason, Ohio 45040 Printed in the United States of America taping, Web distribution or information USA 1234509080706 storage and retrieval systems, or in any other manner—without the written Student Edition Soft Cover permission of the publisher. ISBN 13: 978-0-538-44515-3 Student Edition Soft Cover For permission to use material from this ISBN 10: 0-538-44515-7 text or product, submit a request online Student Edition Hard Cover at http://www.thomsonrights.com. ISBN 13: 978-0-538-44514-6 Student Edition Hard Cover ISBN 10: 0-538-44514-9 Kaser-oelkers_0538445157_FM, 2/8/7, 12:32, page: 3 REVIEWERS Michael Beeman Patrick Petersen Marketing Teacher Marketing/Business Instructor Tift County High School Lakeville South High School Tifton, GA Lakeville, MN Cathy Bishop Gay Sabom Teacher, Marketing Department Teacher, Marketing Education Bartlett High School Northbrook High School Bartlett, TN Houston, TX Timothy P. Buford Karen M. Sanders Marketing Teacher Instructor, Career and Technical Education Cross Creek High School East Chapel Hill High School Augusta, GA Chapel Hill, NC Neill Carvalho Rocı´o Santa Marketing Teacher Teacher/Chair Business Department Phoenix High School South Division High School Phoenix, OR Milwaukee, WI Howard Levy Donald William Shumaker Marketing Educator Teacher and DECA advisor Stamford High School Spring Valley High School Stamford, CT Las Vegas, NV Sissy Long Mark Steedly Marketing Specialist Sports Marketing Instructor DECA, Inc. Great Oaks / Winton Woods High School Birmington, AL Cincinnati, OH Cynthia K. Perry Susan P. Van Winkle Marketing Teacher Tourism, Marketing, and Business Instructor Clinton Technical School Milwaukee Area Technical College Clinton, MO Oak Creek, WI ABOUT THE AUTHORS Ken Kaser taught business education at Lincoln Northeast High School in Lincoln, Nebraska for 18 years and Marketing Education in the Fort Bend I.S.D. in Texas for the past ten years. Ken has authored or co-authored seven books; written local, state, and national curriculum; served in many professional leadership roles; and received numerous teaching awards at the state, regional, and national levels. Dotty Boen Oelkers is an author and educator. She is the owner of an educational consulting business, Developing Educational Solutions, Inc. (DES) in Conroe, Texas. DES helps school districts find dynamic ways to improve career and technology education programs. Dotty was previously a marketing education teacher and director of career and technology education in Texas. Kaser-oelkers_0538445157_FM, 2/8/7, 12:32, page: 4 Sports and Entertainment Marketing Contents Chapter 1 What Is Sports and Entertainment Marketing? 2 Lesson 1.1 Marketing Basics 4 Lesson 1.2 Sports Marketing 12 Lesson 1.3 Entertainment Marketing 17 Chapter Assessment 24 Case Study/Winning Edge 28 Chapter 2 Sports and Entertainment Means Business 30 Lesson 2.1 Sports and Entertainment Economics 32 Lesson 2.2 Risk Management 37 Lesson 2.3 Business Ethics 42 Lesson 2.4 Financial Analysis 47 Chapter Assessment 52 GETTY IMAGES/PHOTODISC Case Study/Winning Edge 56 ß Chapter 3 The Wide World of Sports and Entertainment 58 Lesson 3.1 Industry Segments 60 Lesson 3.2 Special Marketing Tools 66 GUITAR PLAYER Lesson 3.3 Destinations: Travel and Tourism 73 Lesson 3.4 Worldwide Sports and Entertainment Events 78 Chapter Assessment 84 Case Study/Winning Edge 88 Chapter 4 Hit a Home Run with Customers 90 Lesson 4.1 The Marketing Concept 92 Lesson 4.2 Discover What People Want 97 Lesson 4.3 Target Markets 103 Lesson 4.4 Customer Service 108 Chapter Assessment 114 Case Study/Winning Edge 118 Chapter 5 Marketing-Information Management 120 GEORGE DOYLE/STOCKDISC CLASSIC Lesson 5.1 The Need for Speedy Information 122 ß Lesson 5.2 The Marketing Research Process 126 Lesson 5.3 Managing the Information 133 Chapter Assessment 138 Case Study/Winning Edge 142 GETTY IMAGES/PHOTODISC Chapter 6 The Marketing Game Plan 144 ß Lesson 6.1 The Game Plan 146 CD WOMAN WITH HEADPHONES Lesson 6.2 Entertainment and Sports Strategies 152 Lesson 6.3 Mapping the Plan 158 Chapter Assessment 164 Case Study/Winning Edge 168 Chapter 7 The Product Is Sports and Entertainment 170 Lesson 7.1 The Product Mix 172 Lesson 7.2 Recruiting Athletes and Entertainers 177 Lesson 7.3 Customized Entertainment 183 Lesson 7.4 Product Marketing Strategies 188 Chapter Assessment 194 Case Study/Winning Edge 198 iv Contents Kaser-oelkers_0538445157_FM, 2/8/7, 12:32, page: 5 Chapter 8 Choose the Channel 200 Lesson 8.1 Global Channels of Distribution 202 Lesson 8.2 Sports Distribution 208 Lesson 8.3 Entertainment Distribution 214 Lesson 8.4 Technology and Distribution Media 219 Chapter Assessment 224 Case Study/Winning Edge 228 Chapter 9 The Economics of Supply and Demand 230 Lesson 9.1 Supply and Demand 232 Lesson 9.2 Pricing Strategies 237 Lesson 9.3 Market Conditions 242 Chapter Assessment 248 Case Study/Winning Edge 252 Chapter 10 Sports and Entertainment Promotion 254 Lesson 10.1 Promoting Sports and Entertainment 256 Lesson 10.2 Advertising and Placement 261 Lesson 10.3 Publicity and Sales Promotions 267 GETTY IMAGES/PHOTODISC Chapter Assessment 274 ß Case Study/Winning Edge 278 Chapter 11 Promotional Planning 280 FOOTBALL Lesson 11.1 Promotional Plans 282 Lesson 11.2 Sponsorships and Endorsements 288 Lesson 11.3 Promotional Events 294 Chapter Assessment 300 Case Study/Winning Edge 304 Chapter 12 Selling Sports and Entertainment 306 Lesson 12.1 The Sales Process 308 Lesson 12.2 Ticket Sales 313 Lesson 12.3 Group and Corporate Sales 319 Chapter Assessment 324 Case Study/Winning Edge 328 Chapter
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