Chapter 9
Post on 30-Dec-2015
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CHAPTER 9Marketing Entertainment
SWBAT:
Explain customizing entertainment products for a market segment
Describe customized entertainment marketing for Baby Boomers
Essential question: Why would companies want to customize entertainment for customers?
9.1 - CUSTOMIZED ENTERTAINMENT
Market Segment- a group of people who have the ability and the desire to purchase a specific product
Develop the marketing mix
Step 1: Collect marketing information about the largest
market segment for that product
Step 2: Customize products or services to the tastes of
the target audiences
Customizing- changing a product to fit the needs or wants of a particular market.
CUSTOMIZING EXAMPLES
Customizing examples: McDonalds has a regular happy meal and has a
more healthy one with fruit for health conscious parents
Pampers diapers - not only are they sized to fit babies they have adults sizes too!
“Yah! I’ll be home in a bit, oh my way home from doin’ laundry!”
PARTNER ACTIVITY
QUICK! Get with a partner 1 piece of paper Come up with three products or services that
are customized to fit the customer’s wants/needs
Describe how/why it is customized You have 7 minutes
CUSTOMIZING PRODUCTS
Impromptu – spontaneous and changing entertainment based on audience reaction.
Who thinks they can give an impromptu speech right now??????? For a Hakim buck?????
LOCAL TV AMERICAN STYLE
National network TV shows are mainly filmed and produced in Los Angeles. Alot of $$$$ to make and require a large viewing
audience to pay the costs Local programming – fraction of the cost to
make but does not attract viewers nationally. Ex – Wayne’s WorldWhat are our local programming channels?
SPORTS PROGRAMMING. PG 232
Sports programs used to be broadcasted on a regional level
Now, as you know, sports can be viewed via cable, satellite or pay-per-view
Rising costs of cable have attracted the attention of the Federal Communication Commission which has proposed “tiering” prices for sports programming.
Tiering- certain sports programs outside the basic cable package would incur extra costs for the viewers who choose them.
MARKETING TO BABY BOOMERS – PG 233
Baby Boomers – the generation born between 1946 – 1964.
76 million “baby boomers” reached their peak spending level at age 46.
Surge in Boomer spending began in 1993 and ended in 2008
Great market to target for entertainment
SEGMENTING THE GROUP
The Baby Boomers have a large range in ages – some can be 18 years apart in age and still be considered a Baby Boomer!
Difficult to market to such a varied audience According to the US Census Bureau, the
average age of the US population: In 1994 – 34 In 2000 – 35.5 In 2035 – 39.1
ENTERTAINING THE BOOMERS
The Boomers are seeing more and more films Large increases in movie theater audiences
are attributed to growing attendance by Baby Boomers.
Movies like Seabiscuit are made with Boomers in mind movie about over coming odds Middle aged man
CHAPTER 9.2 – ENTERTAINMENT TECHNOLOGY AND MARKETING
Objectives: Explain the economic utility of entertainment
Discuss the impact of technology on entertainment
Describe the need for balance between privacy and marketing information
Essential Question – What is economic utility?
ENTERTAINMENT ECONOMICS
People have limited time and money to spend on entertainment (along with everything else)
We must make decisions on how we will spend our limited resources
Often, we base our decisions on the amount of satisfaction we will receive from purchasing the product or service…
Economic utility- the amount of satisfaction a person receives from the consumption of a particular product or service.
Ex -
ENTERTAINMENT ECONOMICS (CONT’D)
Sports and entertainment businesses are constantly seeking ways to increase economic utility of their products.
The utility improvements can take place in four categories: Form Time Place Possession
TYPES OF UTILITY
Form Utility- when the physical characteristics of a product or service are improved Ex – offering a movie in BlueRay over DVD
format Time Utility- the result of making the movie
available when the viewer wants it Ex – Offering the movie pay-per-view from your
cable provider Place Utility – ensures that the movie is
available where the viewer wants it. Ex – more RedBox locations or more video rental
store locations
TYPES OF UTILITY (CONT’D)
Possession Utility – making the movie available at an affordable price To take possession of the movie, the customer
must be able to finance it through convenient methods of payment. Ex – Renting a movie or being able to buy a movie
using your credit card
PARTNER ACTIVITY
QUICK! One partner, not the one you were with last time! 1. Pick any one product or service 2. Give specific examples of how using the four
types of utility (form, time, place and possession) can make it better to suit the customer
Ex- Product = Movie Form – BlueRay instead of DVD Time – Pay-per-view Place – More RedBox locations Possession – pricing the movie at $12.99 so people
can afford it
UTILITIES ON BROADWAY
Broadway shows are expensive and many people can’t afford to go to the shows
Fortunately, Broadway show producers know this so they take their show on the road
By taking the productions to the audiences in major cities, which of the four utilities are improved for the people outside of NYC???? Time Place Possession
SPEED IS THE KEY. PAGE 238
The speed at which entertainment can be delivered to homes will determine much of it’s evolution
Bandwidth- the capacity of communication channels. Often referred to as using hoses…
VS
Fire hose stunt
ONLINE GAMING?
Never even considered ‘til highspeed came around
HOW DO WE GET TO THE NET?
What are the most common ways we can connect to the internet?Dial-up (most common 15 years ago)
Uses land-line phone service to connect; can’t make phone calls when connected
DSL (digital subscriber line) – replaced dial-upWorks with a land-line phone service but you can still make phone calls
Broadband (most common now)Uses existing cable service coming into your house
MORE ABOUT THE INTERNET
The internet is an international network of computers.
ISP- (Internet Service Provider) Fee-based companies make it possible for us to access the internet.
At home, who is our ISP to hook-up to the net?
TECHNOLOGY
The Internet is a key component in changes to the entertainment marketplace
As the number of online consumers continues
So does
electronic commerce
promotion of entertainment-related businesses
COOKIES, ANYONE?
Web site owners gather information about visitors Track where you went on the website Which pages you clicked on Which ads you viewed
Clickstream data- collected at each mouse-click within a web site.
Cookie- small data file placed on the hard drive of the web site visitor, collects the data
= shady
Did you know?
Every time you “like” a business on FB, they have to pay $1 to FB
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