Sport Marketing Chapter 3 after

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Sport Marketing Chapter 3 after

  1. 1. Chapter 3The Sport Marketing Process
  2. 2. What is Sport Marketing?“Sport Marketing is the process of designing andimplementing activities for the production, pricing,promotion, and distribution of a sport product tosatisfy the needs or desires of consumers and toachieve the company’s objectives.”(Pitts, B.G. & Stotlar, D.K. 2007. Fundamentals of Sport Marketing.F.I.T. Publishers.)
  3. 3. Where does Sport Marketing come from?There is a need for highly specialized professionalsworking in the sport business industry.It’s a content area of the Sport BusinessManagement field of study.
  4. 4. Fundamental information and knowledgeFundamentals of sport marketing are based on theresearch and foundational theory and research ofseveral fields, combined with the knowledge ofprofessionals in the industry
  5. 5. Segments of the Industry• Participation Sports• Spectatorial Sports Events• Sporting Goods• Sports Media – Print,Broadcast, Electronic• Sponsorship• Athlete Management• Sports Tourism and Travel:Participation orSpectatorial• Facility and Venue Designand Construction• Licensing andMerchandising• Sport Marketing Research• Web Sport Business• Sport Law Firms• Sport Event Management• Sports Medicine• Sport-GoverningOrganizations• Advertising• Endorsement Management
  6. 6. CompanyResearch & 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
  7. 7. 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
  8. 8. ConsumerConsumerBehavioralisticBehavioralisticGeographyGeographyPsychographicsPsychographicsDemographicsDemographicsProduct Use &FunctionProduct Use &FunctionThe consumer and factors that affectmarketing strategies
  9. 9. The company and factors that affectmarketingCOMPANYCOMPANYstrengthsweaknessesstrengthsweaknessespositioningpositioningfinancefinancemissionmissionmarket sharemarket shareMarketing mix strategiesMarketing mix strategies
  10. 10. The competitor and factors that affectmarketingCOMPETITORCOMPETITORstrengthsstrengthspositionpositiontrendstrendsindustryindustrymarket sharemarket shareproduct/price/place/promotionproduct/price/place/promotion
  11. 11. The climate and factors that affectmarketingCLIMATECLIMATEindustryindustryeducationeducation economiceconomicpoliticalpolitical legallegalsocialsocialmediamediacommunitycommunitytechnologytechnologycommunitycommunity
  12. 12. The 4 P’s of Marketing Mix StrategiesMarketing MixMarketing MixPromotion(Communicationwith theconsumer)Promotion(Communicationwith theconsumer)PlaceGetting theproduct to theconsumer)PlaceGetting theproduct to theconsumer)Price(Exchangeagreement withthe consumer)Price(Exchangeagreement withthe consumer)Product(What you createfor theconsumer)Product(What you createfor theconsumer)
  13. 13. CompanyResearch & 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

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