Sport Marketing Chapter 7 after

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Sport Marketing Chapter 7 after

  1. 1. Chapter 7The Marketing Mix and the SportBusiness Industry
  2. 2. 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
  3. 3. 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 processof developing or discovering the right combinationof the 4 P’s• At the heart of the decision-making process is theresearch conducted and knowledge gained aboutthe consumer, the competition, the company, andthe climate
  4. 4. A changing marketplace requires:Constant monitoring ofthe 4 C’s•Consumer•Competitor•Company•ClimateIn order to maintain theright mix of the 4 P’s•Product•Place•Price•Promotion(This involves customizing the elements for a specificconsumer market until the optimal mix is found.)
  5. 5. The consumer is looking for:• The right product• at the right price• in the right placeAnd the consumer will be influenced by the rightpromotional strategy.(see figure 7.5)
  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. 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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