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Fundamentals of
Sport Marketing
Chapter 3Sport Marketing Process
11
Theory of Sport Marketing
Where does Sport Marketing come
from???
22
Theory of Sport Marketing
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
What is Sport Management
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
What is “Marketing?”
The word “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
Sport Marketing Defined
“Sport Marketing 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
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.
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
Information and knowledge comes 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
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: 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
1111
Examples of areas of 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
Here we go.....
THIS is Sport Marketing!
next slide... >>>
Ssoooooooo.... How do you DO sport marketing??
1313
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
1515
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
The Marketing
Mix decisions
are made based
on information.
That information comes from Research.
1616Source: Pitts & Stotlar, 2007
The consumer and its factors that affect sport marketing strategies
ConsumerConsumer
BehavioralisticBehavioralistic
GeographyGeography
PsychographicsPsychographicsDemographicsDemographics
Source: Pitts & Stotlar, 2007
Product Use & Function
Product Use & Function
The competitor and its factors that affect sport marketing strategies
COMPETITORCOMPETITOR
strengthsstrengthspositionposition
trendstrendsindustryindustry
market sharemarket share
product/price/place/promotionproduct/price/place/promotion
1818
The company and its factors that affect sport marketing strategies
COMPANYCOMPANY
strengthsweaknesses
strengthsweaknessespositioningpositioning
financefinancemissionmission
market sharemarket share
Marketing mix strategiesMarketing mix strategies
1919
The climate and its factors that affect sport marketing strategies
CLIMATECLIMATE
industryindustry
educationeducation economiceconomic
politicalpolitical legallegal
socialsocialmediamedia
communitycommunitytechnologytechnology
2020
communitycommunity
The 4 C’s
of Sport
Marketing:
What the sport
business needs
to study
Consumer: demographicspsychographicsgeography & geodemographicspurchase behaviorproduct usebehavioralistic
Company: mission & objectives brand strength market share financial resourceshuman resources competitive advantage marketing mix strategies
Competitor: the industry and marketplacecompetitors databrand strength market sharetrends financial strengthpositioning competitive advantage
Climate: economiclegalsocial and culturalpoliticalethicaltechnologicaleducationcommunitycorporate
Source: Pitts & Stotlar, 2007 2121
2222
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
2323
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
2525
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
2626
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