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Sport Marketing Chapter 3 before
 

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    Sport Marketing Chapter 3 before Sport Marketing Chapter 3 before Presentation Transcript

    • Fundamentals ofSport MarketingChapter 3Sport Marketing Process 11
    • Theory of Sport MarketingWhere does SportMarketing comefrom???22
    • Theory of Sport MarketingWhere does Sport Marketing comefrom???First –A need for highly specialized professionalsworking in the sport business industry.Second --It’s a content area of the Sport BusinessManagement field of study.33
    • What is Sport ManagementSport Business Management –is the study and practice of all people, activities,businesses, or organizations involved inproducing, facilitating, promoting, ororganizing any sport-related business orproduct.(also known as Sport Management, and Sport Administration)Sport Business Management –is the study and practice of all people, activities,businesses, or organizations involved inproducing, facilitating, promoting, ororganizing any sport-related business orproduct.(also known as Sport Management, and Sport Administration)44
    • What is “Marketing?”The word “marketing” comes from theword “market” which means “a group ofbuyers and sellers (usually producers andconsumers) bargaining over the terms ofexchange for goods and/or services.”Marketing is the study of people and whatthey buy, how much they will pay, wherethey want to purchase a product, and howthey are affected by promotional tacticsand messages. 55
    • Sport Marketing Defined“Sport Marketing is the process ofdesigning and implementingactivities for the production, pricing,promotion, and distribution of a sportproduct to satisfy the needs ordesires of consumers and to achievethe company’s objectives.”(Pitts, B.G. & Stotlar, D.K. 2007. Fundamentals of Sport Marketing. F.I.T.Publishers.)66
    • The fundamentals of sport marketing arebased on the foundational theory andresearch of several fields, along with theknowledge of sport marketing professionalsin the industry.The fundamentals of sport marketing arebased on the foundational theory andresearch of several fields, along with theknowledge of sport marketing professionalsin the industry.“Fundamentals” is information andknowledge about something. Wheredoes that information and knowledgecome from??“Fundamentals” is information andknowledge about something. Wheredoes that information and knowledgecome from??77
    • Information and knowledge comes fromexisting information and knowledge; or fromresearch that results in new information orknowledge.THEORY – a system of assumptions, accepted principles, andrules of procedure devised to analyze, predict, or explain aset of phenomena.RESEARCH – a systematic and organized investigation.USED TO:► add to one’s knowledge► add to a body of knowledge► find a solution to a problem► to discover answers to specific questions88
    • 99
    • Some segments of the sport business industry Participation Sports Spectatorial Sports Events Sporting Goods Sports Media – Print Sports Media – Broadcast Sports Media – Electronic Sponsorship Athlete Management Sports Tourism and Travel: forparticipation or spectatorial Facility and Venue Designand Construction Licensing and Merchandising Sport Marketing Research Web Sport Business Sport Law Firms Sport Event Management Sports Medicine Sports GoverningOrganizations Advertising Endorsement Management1010
    • 1111
    • Examples of areas of study in sport businessmanagement (Table 3.2) Sponsorship analysis Spectatorial sport Sporting goods Licensing and merchandising Consumer market identification and analysis Web sport business Sport law Sport event management Economic impact Sports tourism impact Sporting goods consumption Commercialization Trends Financial analysis1212
    •  Here we go.....THIS is Sport Marketing!next slide...  >>>Ssoooooooo.... How do you DO sport marketing??1313
    • 1414CompanyResearch & Information CollectionCompany Mission & GoalsConsumer Competitor ClimateSegmentationTarget Market DecisionsSport Marketing Mix Decisions & StrategiesMarketing Management StrategiesImplementation –Management – Evaluation – AdjustmentThe Sport Marketing Management ModelPriceProduct Place PromotionFigure 3.3 The Sport Marketing Management Model
    • 1515CompanyResearch & Information CollectionCompany Mission & GoalsConsumer Competitor ClimateSegmentationTarget Market DecisionsSport Marketing Mix Decisions & StrategiesMarketing Management StrategiesImplementation –Management – Evaluation – AdjustmentThe Sport Marketing Management ModelPriceProduct Place PromotionFigure 3.3 The Sport Marketing Management ModelThe MarketingMix decisionsare made basedon information.Thatinformationcomes fromResearch.
    • 1616Source: Pitts & Stotlar, 2007
    • The consumer and its factors that affect sportmarketing strategiesConsumerConsumerBehavioralisticBehavioralisticGeographyGeographyPsychographicsPsychographicsDemographicsDemographicsSource: Pitts & Stotlar, 2007Product Use &FunctionProduct Use &Function
    • The competitor and its factors that affect sportmarketing strategiesCOMPETITORCOMPETITORstrengthsstrengthspositionpositiontrendstrendsindustryindustrymarket sharemarket shareproduct/price/place/promotionproduct/price/place/promotion1818
    • The company and its factors that affect sportmarketing strategiesCOMPANYCOMPANYstrengthsweaknessesstrengthsweaknessespositioningpositioningfinancefinancemissionmissionmarket sharemarket shareMarketing mix strategiesMarketing mix strategies1919
    • The climate and its factors that affect sportmarketing strategiesCLIMATECLIMATEindustryindustryeducationeducation economiceconomicpoliticalpolitical legallegalsocialsocialmediamediacommunitycommunitytechnologytechnology2020communitycommunity
    • The 4 C’sof SportMarketing:What the sportbusiness needsto studyConsumer: demographicspsychographicsgeography & geodemographicspurchase behaviorproduct usebehavioralisticCompany: mission & objectivesbrand strengthmarket sharefinancial resourceshuman resourcescompetitive advantagemarketing mix strategiesCompetitor: the industry and marketplacecompetitors databrand strengthmarket sharetrendsfinancial strengthpositioningcompetitive advantageClimate: economiclegalsocial and culturalpoliticalethicaltechnologicaleducationcommunitySource: Pitts & Stotlar, 2007 2121
    • 2222CompanyResearch & Information CollectionCompany Mission & GoalsConsumer Competitor ClimateSegmentationTarget Market DecisionsSport Marketing Mix Decisions & StrategiesMarketing Management StrategiesImplementation –Management – Evaluation – AdjustmentThe Sport Marketing Management ModelPriceProduct Place PromotionFigure 3.3 The Sport Marketing Management Model
    • 2323
    • The Marketing Mix: The FourP’sMarketing MixMarketing MixPromotionPromotionPlacePlacePricePriceProductProductWhat youhave createdfor theconsumer.Exchangeagreementwith theconsumer.Getting theproduct to theconsumer.Communicationto/with theconsumer.2424
    • 2525CompanyResearch & Information CollectionCompany Mission & GoalsConsumer Competitor ClimateSegmentationTarget Market DecisionsSport Marketing Mix Decisions & StrategiesMarketing Management StrategiesImplementation –Management – Evaluation – AdjustmentThe Sport Marketing Management ModelPriceProduct Place PromotionFigure 3.3 The Sport Marketing Management Model
    • 2626CompanyResearch & Information CollectionCompany Mission & GoalsConsumer Competitor ClimateSegmentationTarget Market DecisionsSport Marketing Mix Decisions & StrategiesMarketing Management StrategiesImplementation –Management – Evaluation – AdjustmentThe Sport Marketing Management ModelPriceProduct Place PromotionFigure 3.3 The Sport Marketing Management Model