Sports marketing by mohamed abdelnaby


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Al Nasr Club
By Mohamed Abdalnabe

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  • Sports marketing by mohamed abdelnaby

    1. 1. Welcome<br />
    2. 2. Sports Marketing<br />Mohamed Abdelnaby<br />11/1/2011<br />Al Nasr Club<br />To sell you must first market<br />
    3. 3. New Work<br />Doing Your Best Work<br />
    4. 4. Today’s Overview <br />
    5. 5. Strategic Sports Marketing<br />Planning<br />1. Understanding Consumers’ Needs<br /> a. Marketing Research <br /> b. Consumers as Participants<br /> c. Consumers as Spectators<br />2. Market Selection Decisions<br /> a. Market Segmentation<br /> b. Target Markets<br /> c. Positioning<br />3. Marketing Mix Decisions<br /> a. Sports Products<br /> b. Pricing<br /> c. Promotion<br /> d. Place<br />Implementation<br />Control<br />fit<br />fit<br />EXTERNAL<br />CONTINGENCIES<br />Competition<br />Legal/Political<br />Demographics<br />Technology<br />Culture<br />Physical Environment<br />Economy<br />INTERNAL<br />CONTINGENCIES<br />Organizational Vision<br />Organizational Mission<br />Organizational Objectives & Mktg Goals<br />Organizational Strategy<br />Organizational Culture<br />
    6. 6. Strategic Sports Marketing Process<br />A. THE PLANNING PHASE<br />STEP 1: UNDERSTANDING CONSUMERS’ NEEDS<br /> 1. Marketing Research <br /> 2. Consumers as Participants<br /> 3. Consumers as Spectators<br />STEP 2: MARKET SELECTION DECISIONS 1. Market Segmentation<br /> 2. Target Markets <br /> 3. Positioning<br />STEP 3: MARKETING MIX<br />B. THE IMPLEMENTATION PHASE<br />C. THE CONTROL PHASE<br />
    7. 7. The Marketing Research Process<br />Goals<br />List and describe the steps involved in marketing research.<br />Marketing research careers will increase by 18%-26% through 2014<br />
    8. 8. Marketing Research Defined<br />The difference between market research and marketing research<br />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.<br />A simpler definition:Marketing research is the process of gathering data and transforming it into information for the purpose of marketing management decision making.<br />
    9. 9. Marketing Research<br />Anybody Can Do It<br />
    10. 10. Before Marketing Research Steps <br />Self assessment<br />Where am I now?<br />Opportunity assessment<br />Where do I want to be?<br />Taking action<br />How do I get There?<br />
    11. 11. The Marketing Research Process: 11 Steps<br />Step One: Establishing the Need for Marketing Research<br />Step Two: Defining the Problem<br />Step Three: Establishing Research Objectives<br />Step Four: Determining Research Design<br />Step Five: Identifying Information Types and Sources<br />Step Six: Determining Methods of Accessing Data<br />
    12. 12. The Marketing Research Process: 11 Steps<br />Step Seven: Designing Data Collection Forms<br />Step Eight: Determining Sample Plan and Size<br />Step Nine: Collecting Data<br />Step Ten: Analyzing Data<br />Step Eleven: Preparing and Presenting the Final Report<br />
    13. 13. The Marketing Research Process: 11 Steps<br />
    14. 14. Steps in the Marketing Research Process<br />Steps<br />1 Establish Need<br />2 Define Problem<br />3 Research Objectives <br />4 Determine Design<br />5 Identify Information Sources<br />6 Decide Data Collection Method<br />7 Design Questionnaire<br />8 Determine Sample Plan & Size<br />9 Collect Data<br />10 Analyze Data<br />11 Write and Present Report<br />Figure out what to research <br />Design the way to do the research<br />Gather data from respondents <br />Generate findings and interpret them <br />
    15. 15. Steps in the Marketing Research<br />Generate findings and interpret them <br />Gather data from respondents <br />Design the way to do the research<br />Project<br />Figure out what to research <br />Time Spent<br />
    16. 16. The Marketing Research Process<br />An 11-step process: there is nothing <br />Not all studies use all 11 steps<br />Few studies follow the steps in order<br />about 11 steps<br />magic<br />
    17. 17. Step 1: Establish the Need for Marketing Research<br />When is marketing research not needed?<br />The information is already available.<br />Decisions must be made now.<br />We can’t afford research.<br />Costs outweigh the value of marketing research.<br />
    18. 18. Step 2: Define the Problem<br />This is the most important of the 11 steps.<br />If the problem is incorrectly defined, all else is wasted effort.<br />Problems may be either specific or general.<br />
    19. 19. Step 2: Define the Problem<br />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.<br />
    20. 20. Step 3: Establish Objectives<br />Research objectives, when achieved, provide the information necessary to solve the problem identified in step 2.<br />Research objectives state what the researchers must do.<br />
    21. 21. Step Four: Determine Research Design<br />Exploratory Research: collecting information in an unstructured and informal manner.<br />Descriptive Research refers to a set of methods and procedures describing marketing variables.<br />Causal Research (experiments): allows isolation of causes and effects.<br />
    22. 22. Step 5: Identify Information Types and Sources<br />Primary information: information collected specifically for the problem at hand<br />Secondary information: information already collected<br />
    23. 23. Step 6: Determine Methods of Accessing Data<br />Secondary data is relatively easy to access; primary data is more complex.<br />Three main choices for primary data:<br />Have a person ask questions<br />Use computer assisted or direct questioning<br />Allow respondents to answer questions themselves without computer assistance<br />
    24. 24. Step 7: Design Data Collection Forms<br />Questionnaire must be worded objectively, clearly, and without bias in order to communicate with respondents.<br />Software programs are available to assist marketing researchers in preparing forms.<br />
    25. 25. Step 8: Determine Sample Plan and Size<br />Sample plan refers to the process used to select units from the population to be included in the sample.<br />Sample size refers to determining how many elements of the population should be included in the sample.<br />
    26. 26. Step 9: Collect Data<br />Data collection is very important because, regardless of the data analysis methods used, data analysis cannot fix bad data.<br />Nonsampling errors may occur during data collection.<br />
    27. 27. Step 9: Collect Data<br />Data collection errors may be attributed to field workers or respondents.<br />Researchers must know the sources of these errors and the controls to minimize them.<br />
    28. 28. Step 10: Analyze Data<br />Data analysis involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests.<br />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.<br />
    29. 29. Step 11: Prepare and Present the Final Research Report<br />The last step is one of the most important phases of marketing research.<br />Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client.<br />
    30. 30. Summary<br />Strategic Sports Marketing<br />Understanding Consumers’ Needs<br />The Marketing Research Process<br />
    31. 31. Questions?<br /> Thanks,<br />By: Mohamed Abdelnaby<br />