sport marketing chapter 3 after
DESCRIPTION
TRANSCRIPT
![Page 1: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/1.jpg)
Chapter 3
The Sport Marketing Process
![Page 2: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/2.jpg)
What is Sport Marketing?
“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.)
![Page 3: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/3.jpg)
Where does Sport Marketing come from?
There is a need for highly specialized professionals
working in the sport business industry.
It’s a content area of the Sport Business
Management field of study.
![Page 4: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/4.jpg)
Fundamental information and knowledge
Fundamentals of sport marketing are based on the research and foundational theory and research of several fields, combined with the knowledge of professionals in the industry
![Page 5: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/5.jpg)
Segments of the Industry• Participation Sports• Spectatorial Sports Events• Sporting Goods• Sports Media – Print,
Broadcast, Electronic• Sponsorship• Athlete Management• Sports Tourism and Travel:
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• Sport-Governing
Organizations• Advertising• Endorsement Management
![Page 6: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/6.jpg)
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
![Page 7: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/7.jpg)
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
![Page 8: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/8.jpg)
Consumer
Behavioralistic
Geography
PsychographicsDemographics
Product Use & Function
The consumer and factors that affect marketing strategies
![Page 9: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/9.jpg)
The company and factors that affect marketing
COMPANY
strengthsweaknessespositioning
financemission
market share
Marketing mix strategies
![Page 10: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/10.jpg)
The competitor and factors that affect marketing
COMPETITOR
strengthsposition
trendsindustry
market share
product/price/place/promotion
![Page 11: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/11.jpg)
The climate and factors that affect marketing
CLIMATE
industry
education economic
political legal
socialmedia
communitytechnology
community
![Page 12: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/12.jpg)
The 4 P’s of Marketing Mix Strategies
Marketing Mix
Promotion(Communication
with the consumer)
PlaceGetting the
product to the consumer)
Price(Exchange
agreement with the consumer)
Product(What you create
for the consumer)
![Page 13: Sport Marketing Chapter 3 after](https://reader034.vdocuments.net/reader034/viewer/2022051816/5454f149af7959ff018b5c1c/html5/thumbnails/13.jpg)
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