Sports marketing by mohamed abdelnaby

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Al Nasr Club …

Al Nasr Club
By Mohamed Abdalnabe

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  • 1. Welcome
  • 2. Sports Marketing
    Mohamed Abdelnaby
    Al Nasr Club
    To sell you must first market
  • 3. New Work
    Doing Your Best Work
  • 4. Today’s Overview
  • 5. Strategic Sports Marketing
    1. Understanding Consumers’ Needs
    a. Marketing Research
    b. Consumers as Participants
    c. Consumers as Spectators
    2. Market Selection Decisions
    a. Market Segmentation
    b. Target Markets
    c. Positioning
    3. Marketing Mix Decisions
    a. Sports Products
    b. Pricing
    c. Promotion
    d. Place
    Physical Environment
    Organizational Vision
    Organizational Mission
    Organizational Objectives & Mktg Goals
    Organizational Strategy
    Organizational Culture
  • 6. Strategic Sports Marketing Process
    1. Marketing Research
    2. Consumers as Participants
    3. Consumers as Spectators
    STEP 2: MARKET SELECTION DECISIONS 1. Market Segmentation
    2. Target Markets
    3. Positioning
  • 7. The Marketing Research Process
    List and describe the steps involved in marketing research.
    Marketing research careers will increase by 18%-26% through 2014
  • 8. Marketing Research Defined
    The difference between market research and marketing research
    Definition from the American Marketing Association:Marketing research is the function which links the consumer, customer, and public to the marketer through information‑‑ information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
    A simpler definition:Marketing research is the process of gathering data and transforming it into information for the purpose of marketing management decision making.
  • 9. Marketing Research
    Anybody Can Do It
  • 10. Before Marketing Research Steps
    Self assessment
    Where am I now?
    Opportunity assessment
    Where do I want to be?
    Taking action
    How do I get There?
  • 11. The Marketing Research Process: 11 Steps
    Step One: Establishing the Need for Marketing Research
    Step Two: Defining the Problem
    Step Three: Establishing Research Objectives
    Step Four: Determining Research Design
    Step Five: Identifying Information Types and Sources
    Step Six: Determining Methods of Accessing Data
  • 12. The Marketing Research Process: 11 Steps
    Step Seven: Designing Data Collection Forms
    Step Eight: Determining Sample Plan and Size
    Step Nine: Collecting Data
    Step Ten: Analyzing Data
    Step Eleven: Preparing and Presenting the Final Report
  • 13. The Marketing Research Process: 11 Steps
  • 14. Steps in the Marketing Research Process
    1 Establish Need
    2 Define Problem
    3 Research Objectives
    4 Determine Design
    5 Identify Information Sources
    6 Decide Data Collection Method
    7 Design Questionnaire
    8 Determine Sample Plan & Size
    9 Collect Data
    10 Analyze Data
    11 Write and Present Report
    Figure out what to research
    Design the way to do the research
    Gather data from respondents
    Generate findings and interpret them
  • 15. Steps in the Marketing Research
    Generate findings and interpret them
    Gather data from respondents
    Design the way to do the research
    Figure out what to research
    Time Spent
  • 16. The Marketing Research Process
    An 11-step process: there is nothing
    Not all studies use all 11 steps
    Few studies follow the steps in order
    about 11 steps
  • 17. Step 1: Establish the Need for Marketing Research
    When is marketing research not needed?
    The information is already available.
    Decisions must be made now.
    We can’t afford research.
    Costs outweigh the value of marketing research.
  • 18. Step 2: Define the Problem
    This is the most important of the 11 steps.
    If the problem is incorrectly defined, all else is wasted effort.
    Problems may be either specific or general.
  • 19. Step 2: Define the Problem
    Problems stem from gaps between what is supposed to happen and what did happen and gaps between what did happen and what could be happening.
  • 20. Step 3: Establish Objectives
    Research objectives, when achieved, provide the information necessary to solve the problem identified in step 2.
    Research objectives state what the researchers must do.
  • 21. Step Four: Determine Research Design
    Exploratory Research: collecting information in an unstructured and informal manner.
    Descriptive Research refers to a set of methods and procedures describing marketing variables.
    Causal Research (experiments): allows isolation of causes and effects.
  • 22. Step 5: Identify Information Types and Sources
    Primary information: information collected specifically for the problem at hand
    Secondary information: information already collected
  • 23. Step 6: Determine Methods of Accessing Data
    Secondary data is relatively easy to access; primary data is more complex.
    Three main choices for primary data:
    Have a person ask questions
    Use computer assisted or direct questioning
    Allow respondents to answer questions themselves without computer assistance
  • 24. Step 7: Design Data Collection Forms
    Questionnaire must be worded objectively, clearly, and without bias in order to communicate with respondents.
    Software programs are available to assist marketing researchers in preparing forms.
  • 25. Step 8: Determine Sample Plan and Size
    Sample plan refers to the process used to select units from the population to be included in the sample.
    Sample size refers to determining how many elements of the population should be included in the sample.
  • 26. Step 9: Collect Data
    Data collection is very important because, regardless of the data analysis methods used, data analysis cannot fix bad data.
    Nonsampling errors may occur during data collection.
  • 27. Step 9: Collect Data
    Data collection errors may be attributed to field workers or respondents.
    Researchers must know the sources of these errors and the controls to minimize them.
  • 28. Step 10: Analyze Data
    Data analysis involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests.
    Data cleaning is a process by which raw data are checked to verify that the data have been correctly inputted from the data collection form to the computer software program.
  • 29. Step 11: Prepare and Present the Final Research Report
    The last step is one of the most important phases of marketing research.
    Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client.
  • 30. Summary
    Strategic Sports Marketing
    Understanding Consumers’ Needs
    The Marketing Research Process
  • 31. Questions?
    By: Mohamed Abdelnaby