Transcript Sport Marketing

An Introduction to Marketing
Chapter 1
Copyright © 2009 Nelson Education Ltd. All rights reserved.
OBJECTIVES
•
To be able to define a market, marketing and sport
marketing.
•
Understand the role of marketing in sport.
•
Distinguish marketing of sport from marketing
through sport.
•
Understand the importance of several marketing
theories
Copyright © 2009 Nelson Education Ltd. All rights reserved.
2
DEFINITIONS
Marketing:
an exchange between two parties that provides a win-win benefit
to both.
Exchange:
a transaction in which both parties receive value that they
perceive to be greater than what the exchange cost them.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
3
DEFINITIONS
Product
tangible good, service, idea, or behavior, or the product attributes
desired by the target market.
Price
a cost that leads to perceived value.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
4
DEFINITIONS
Promotion
Communication that will reach the target market.
Place
The ability to purchase and/or receive the product at a
convenient and accessible location; ensuring distribution is set
up to get the product to consumers.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
5
MARKETING
• Organizational function
• Set of processes that enable the creation of relationships
between the organization and its stakeholders (internal
and external).
• Key construct is value.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
6
MARKETING THEORY
• Exchange
• Value and utility
• Needs and wants
• Applied sociology
• Relationship marketing (1:1 marketing)
• The two tasks of marketing
Copyright © 2009 Nelson Education Ltd. All rights reserved.
7
MARKETING THEORY
The 3 C’s
• Competition
• Company
• Consumers
PEST
•
•
•
•
Political
Economic
Social
Technological
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8
MARKETING THEORY
STP
• Segmenting
• Targeting
• Positioning
The Marketing Mix
•
•
•
•
Product
Price
Place
Promotion
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9
MARKETING THEORY
FPO
External analysis
Marketing strategy
Product
PEST
Competition
STP
Price
Promotion
Substitutes
Market analysis
Consumer behavior
Place
Marketing tactics
Opportunities
threats
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10
SPORT MARKETING
Sport Marketing
activities that provide organizations – both those marketing sport
and those marketing through sport – with access to properties
where people have unbridled passion for their team, their sport, their
favourite players, their favourite coaches, their favourite equipment,
their favourite ball cap, etc.
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11
UNIQUENESS OF SPORT MARKETING
About more than just the needs and wants; it is about
connecting to emotions, building passion, and leveraging
images.
“Sport marketing is the specific application of marketing
principals and processes to sport products and to the
marketing of non-sport products associated with a sport.”
(Shank, 2005)
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12
Questions?
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