The document discusses the marketing mix model used in sport business and marketing. It explains that the marketing mix consists of the four P's: product, price, place, and promotion. An effective marketing mix requires researching the consumer, competition, company, and market climate to determine the optimal combination of the four P's for a target market. The marketer must constantly monitor the four C's - consumer, competition, company, and climate - and make adjustments to the four P's as needed based on changes in the marketplace.

1. Fundamentals of
Sport Marketing
Chapter 7
The Marketing Mix and the Sport Business
Industry 11

2. 22
Company
Research & Information Collection
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

3. 33
Company
Research & Information Collection
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

4. Marketing Mix
The Marketing Mix is the strategic combination (mix) of four
elements called the 4 P’s: product, price, place, promotion
Creation of the marketing mix involves the process of
developing or discovering the right combination of the 4
P’s
At the heart of the decision-making process is the research
conducted and knowledge gained about the consumer, the
competition, the company, and the climate
44

5. Constant monitoring of the
4 C’s:
Consumer
Competitor
Company
Climate
Constant monitoring to keep the right
mix of the 4 P’s:
Product
Place
Price
Promotion
Change in the Marketplace Requires:
55

6. 66

7. Marketing Mix
The marketing mix elements are interrelated. Each element
affects the others. The sport business professional must
develop the optimal combination of the elements.
Every decision should be an INFORMED and
EDUCATED decision based on research.
The primary strategy in designing the marketing mix is to
customize the elements for a specific consumer market until
the optimal mix is found.
Product
Price
Place
Promotion
77

8. 88

9. 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.
99
Figure 7.3

10. 1010

11. The consumer is looking for
the right product,
at the right price,
at the right place,
and is influenced by the right promotional
strategy.
1111
Marketing MixMarketing Mix Product
I wantProduct
I want Price I
want
Price I
want Place
I want
Place
I want Promotions
I wantPromotions
I want

12. 1212

13. Product Price Place Promotion
 Features
 Accessories
 Installation
 Instructions
 Service
 Warranty
 Product lines
 Packaging
 Branding
Objectives
 Flexibility
 Product life
cycle
 Geographic
terms
 Discounts
 Allowances
 Objectives
 Channel type
 Market exposure
 middlemen
 Kinds and
locations of stores
 transporting and
storing
 Service levels
 Recruiting
middlemen
 Managing
channels
 Objectives
 Promotion blend
 Sales people
Kind
Number
Selection
Training
Motivation
 Advertising:
Targets
Kind of ads
Media type
Copy thrust
Prepared by
whom
The Marketing Mix
1313
Figure 7.5

14. 1414
Company
Research & Information Collection
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. Fundamentals of
Sport Marketing
Chapter 7
The Marketing Mix and the Sport Business
Industry
End... Questions?
1515

16. 1616