LESSON

2.2

Discover What People Want

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 1 © 2016 Cengage Learning. All Rights Reserved.
 The Essential
Question

Why must sports and entertainment

venues conduct research to keep
repeat customers?

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 2 © 2016 Cengage Learning. All Rights Reserved.
 Economic Market
all consumers who will purchase a product or
service

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 3 © 2016 Cengage Learning. All Rights Reserved.
 Consumer Spending Habits
Price that fans will pay depends on
their degree of interest and their
perception of the benefits derived.
benefits derived - the value people
believe they receive from a product or service
comparative advantage - the capability to produce
products or services more efficiently and economically
than the competition

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 4 © 2016 Cengage Learning. All Rights Reserved.
 Consumer Wants and Needs
Abraham Maslow was an American psychologist who
is noted for his theory of the hierarchy of needs, which
identifies five human areas of needs.
Maslow’s hierarchy is referenced frequently by
marketers when studying human behavior in relation
to customer needs and wants

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 5 © 2016 Cengage Learning. All Rights Reserved.
 Consumer Wants and Needs
(continued)
Maslow theorized that people’s most basic needs
must be satisfied first and then their focus will
progress to higher level needs.

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 6 © 2016 Cengage Learning. All Rights Reserved.
 Maslow’s Hierarchy of Needs

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 7 © 2016 Cengage Learning. All Rights Reserved.
 Maslow’s Hierarchy of Needs
(continued)
People are at different levels on the hierarchy at
any given time, making it challenging to design
effective marketing strategies.

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 8 © 2016 Cengage Learning. All Rights Reserved.
 Buying Motives
emotional purchase - buying with little thought
during emotional highs or lows
rational purchase - buying based on needs,
wants, priorities, budget, research, alternatives,
thought, and reasoning
patronage purchase - buying based on loyalty
to a brand or product

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 9 © 2016 Cengage Learning. All Rights Reserved.
 Buying Motives - Examples
Mrs. Moore (an Eagles fan) buying an Eagles Super
Bowl championship sweatshirt after the Eagles won the
Super Bowl is an example of an emotional purchase.

A person who is into running makes a rational purchase

when he or she shops around for the best shoes that
provide support, shock absorption, flexibility and
durability.

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 10 © 2016 Cengage Learning. All Rights Reserved.
 Buying Motives- Examples
(continued)
Fans who only purchase Nike products based on loyalty
to the brand and/or famous athletes who endorse the
brand.

This is an example of a patronage purchase.

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 11 © 2016 Cengage Learning. All Rights Reserved.
 GATHER INFORMATION
Consumer decision making process
1. Recognize a need or want and the opportunity
to satisfy it.
2. Gather information.
3. Evaluate choices.
4. Decide what to purchase.
5. Evaluate the product after purchase.

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 12 © 2016 Cengage Learning. All Rights Reserved.
 Information Needed for Marketing
Decisions
Information about consumers
demographics and shopping behaviors
Information about the Business environment
economic conditions
amount and quality of competition
government regulations and laws
ethical issues

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 13 © 2016 Cengage Learning. All Rights Reserved.
 Sources of Information for Businesses
Primary data
obtained for the first time for the particular problem
or issue being studied
examples: consumer surveys and observations of
consumer behavior
Secondary data
obtained for a different purpose but found to be
useful in the current study
examples: government census figures - statistics
about a population

Chapter 2 Sports and Entertainment Marketing, 4e

Slide 14 © 2016 Cengage Learning. All Rights Reserved.