week 9: sports marketing Flashcards
history of marketing
- Economic exchange of goods and services
- Exchange theory
- Relationship marketing
two primary schools of thought for sport marketing
- Marketing management → marketing from the perspective of the organization
- Consumer behaviour → Relationship marketing from the consumer side
marketing
the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
All about the exchange in creating that value
sport marketing
activities that provide organizations with access to properties where people have unbridled passion for their team, their sport, their favourite platers, their favourite coaches, their favourite equipment, their favourite ball cap, etc
Focusing on things like passion
This relates back to the unique features of sport management
Much more about what consumers are thinking and feeling and what their experiences are
marketing OF sport
Marketing sports products and services directly to
sport consumers
Participants or spectators
Marketing THROUGH sport
Marketing other consumer products/services through sports promotion
Some companies use sports as a communication tool (ie. using sports to communicate)
steps in a marketing plan
- Understand the marketing environment
- Understand consumer’s needs
- Segmentation
- Targeting
- Positioning
- Marketing mix
- Implement and evaluate
market environment
understand the current situation, and forecast the future market climate.
Why the marketing plan is being created
Mission
Examine the organization’s core values
Clearly defined, measurable goals and objectives
consumer’s needs
what is being offered to consumers, are the offerings meeting needs?
Tangible or intangible elements
Game or event itself
core product (product extension)
core service (ancillary services)
segment consumers
involves market research and market segmentation
Market research
what is included in segment consumers
- demographic segmentation
- psychographic segmentation
- geographic segmentation
- behavioural segmentation
demographic segmentation
characteristics of human populations
psychographic segmentation
how consumers might describe themselves (ie. someone focused on high performance sport, what you think)
geographic segmentation
physical location, rural communities, by th eocean, land locked area
behavioural segmentation
how consumers occupy their time; what they do
Market segmentation
target consumers
involves market research and market segmentation
