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Sport Marketing Chapter 3 before
- 1. Fundamentals of Sport Marketing Chapter3 Sport Marketing Process 11
- 2. Theory of SportMarketing Where does Sport Marketing come from??? 22
- 3. Theory of SportMarketing Where does Sport Marketing come from??? First – A need for highly specialized professionals working in the sport business industry. Second -- It’s a content area of the Sport Business Management field of study. 33
- 4. What is SportManagement Sport Business Management – is the study and practice of all people, activities, businesses, or organizations involved in producing, facilitating, promoting, or organizing any sport-related business or product. (also known as Sport Management, and Sport Administration) Sport Business Management – is the study and practice of all people, activities, businesses, or organizations involved in producing, facilitating, promoting, or organizing any sport-related business or product. (also known as Sport Management, and Sport Administration) 44
- 5. What is “Marketing?” Theword “marketing” comes from the word “market” which means “a group of buyers and sellers (usually producers and consumers) bargaining over the terms of exchange for goods and/or services.” Marketing is the study of people and what they buy, how much they will pay, where they want to purchase a product, and how they are affected by promotional tactics and messages. 55
- 6. Sport Marketing Defined “SportMarketing is the process of designing and implementing activities for the production, pricing, promotion, and distribution of a sport product to satisfy the needs or desires of consumers and to achieve the company’s objectives.” (Pitts, B.G. & Stotlar, D.K. 2007. Fundamentals of Sport Marketing. F.I.T. Publishers.) 66
- 7. The fundamentals ofsport marketing are based on the foundational theory and research of several fields, along with the knowledge of sport marketing professionals in the industry. The fundamentals of sport marketing are based on the foundational theory and research of several fields, along with the knowledge of sport marketing professionals in the industry. “Fundamentals” is information and knowledge about something. Where does that information and knowledge come from?? “Fundamentals” is information and knowledge about something. Where does that information and knowledge come from?? 77
- 8. Information and knowledgecomes from existing information and knowledge; or from research that results in new information or knowledge. THEORY – a system of assumptions, accepted principles, and rules of procedure devised to analyze, predict, or explain a set 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 questions 88
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- 10. Some segments ofthe 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: for participation or spectatorial Facility and Venue Design and Construction Licensing and Merchandising Sport Marketing Research Web Sport Business Sport Law Firms Sport Event Management Sports Medicine Sports Governing Organizations Advertising Endorsement Management 1010
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- 12. Examples of areasof study in sport business management (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 analysis 1212
- 13. Here wego..... THIS is Sport Marketing! next slide... >>> Ssoooooooo.... How do you DO sport marketing?? 1313
- 14. 1414 Company Research & InformationCollection Company Mission & Goals Consumer Competitor Climate Segmentation Target Market Decisions Sport Marketing Mix Decisions & Strategies Marketing Management Strategies Implementation – Management – Evaluation – Adjustment The Sport Marketing Management Model PriceProduct Place Promotion Figure 3.3 The Sport Marketing Management Model
- 15. 1515 Company Research & InformationCollection Company Mission & Goals Consumer Competitor Climate Segmentation Target Market Decisions Sport Marketing Mix Decisions & Strategies Marketing Management Strategies Implementation – Management – Evaluation – Adjustment The Sport Marketing Management Model PriceProduct Place Promotion Figure 3.3 The Sport Marketing Management Model The Marketing Mix decisions are made based on information. That informationcomes fromResearch.
- 16. 1616Source: Pitts &Stotlar, 2007
- 17. The consumer andits factors that affect sport marketing strategies ConsumerConsumer BehavioralisticBehavioralistic GeographyGeography PsychographicsPsychographics DemographicsDemographics Source: Pitts & Stotlar, 2007 Product Use & Function Product Use & Function
- 18. The competitor andits factors that affect sport marketing strategies COMPETITORCOMPETITOR strengthsstrengthspositionposition trendstrendsindustryindustry market sharemarket share product/price/place/promotionproduct/price/place/promotion 1818
- 19. The company andits factors that affect sport marketing strategies COMPANYCOMPANY strengths weaknesses strengths weaknessespositioningpositioning financefinancemissionmission market sharemarket share Marketing mix strategiesMarketing mix strategies 1919
- 20. The climate andits factors that affect sport marketing strategies CLIMATECLIMATE industryindustry educationeducation economiceconomic politicalpolitical legallegal socialsocialmediamedia communitycommunitytechnologytechnology 2020 communitycommunity
- 21. The 4 C’s ofSport Marketing: What the sport business needs to study Consumer: demographics psychographics geography & geodemographics purchase behavior product use behavioralistic Company: mission & objectives brand strength market share financial resources human resources competitive advantage marketing mix strategies Competitor: the industry and marketplace competitors data brand strength market share trends financial strength positioning competitive advantage Climate: economic legal social and cultural political ethical technological education community Source: Pitts & Stotlar, 2007 2121
- 22. 2222 Company Research & InformationCollection Company Mission & Goals Consumer Competitor Climate Segmentation Target Market Decisions Sport Marketing Mix Decisions & Strategies Marketing Management Strategies Implementation – Management – Evaluation – Adjustment The Sport Marketing Management Model PriceProduct Place Promotion Figure 3.3 The Sport Marketing Management Model
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- 24. The Marketing Mix:The Four P’s Marketing MixMarketing Mix PromotionPromotionPlacePlace PricePriceProductProduct What you have created for the consumer. Exchange agreement with the consumer. Getting the product to the consumer. Communication to/with the consumer. 2424
- 25. 2525 Company Research & InformationCollection Company Mission & Goals Consumer Competitor Climate Segmentation Target Market Decisions Sport Marketing Mix Decisions & Strategies Marketing Management Strategies Implementation – Management – Evaluation – Adjustment The Sport Marketing Management Model PriceProduct Place Promotion Figure 3.3 The Sport Marketing Management Model
- 26. 2626 Company Research & InformationCollection Company Mission & Goals Consumer Competitor Climate Segmentation Target Market Decisions Sport Marketing Mix Decisions & Strategies Marketing Management Strategies Implementation – Management – Evaluation – Adjustment The Sport Marketing Management Model PriceProduct Place Promotion Figure 3.3 The Sport Marketing Management Model