Download - Sport Marketing ch 1 & 2
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Sport MarketingChapters 1 – 2 BUSI 252Professor Conrad
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What is Sport Marketing?
Marketing of Sports Marketing
Through Sports
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What is Sport Marketing?
▪ Consist of all activities designed to meet the needs and wants of sport consumers through exchange processes. ▪ Sport marketing has developed two major
thrusts: – the marketing of sport products and services
directly to consumers of sport – the marketing of other consumer and industrial
products or services using partnerships and promotions with sport properties
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Discover Examples of Sport Marketing
Find a company website that practices the marketing of sport
Find a company website that practices the marketing through
sport
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Marketing Myopia in Sport
▪ What the heck is “myopia?”
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Marketing Myopia in Sport
▪ Product orientation▪ Winning fixes
everything▪ Marketing =
promotions?▪ Not know who all the
competitors really are
▪ Short-term over long-term▪ Crappy research▪ Poor sales and service▪ Arrogance and laziness▪ Lack of flexibility
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What Makes Sport Marketing Unique?
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Sport Product
▪ Goods, services, ideas, places and people– Playful competition, typically in some game form– A separation from normal space and time– Regulation by special rules– Physically prowess and physical training– Special facilities and special equipment
▪ Provides health, entertainment, sociability or achievement
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Sport Product = A Service
▪ Intangibility▪ Perishability▪ Variability▪ Inseparability▪ Experiential▪ Strong personal/emotional connection▪ Little control over core product (the game)
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Sport Market
▪ Competition AND cooperation▪ Fans are experts, or so they think▪ Annual life cycle▪ Global appeal▪ Linked to life
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Sport Finance & Promotion
▪ Pricing is challenging–Traditional job costing–Total cost to consumer–More than ticket sales
▪ Media can help and hurt▪ Focus on individuals instead of team
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Sport Marketing Management
Sport Marketin
g Mix
Product
Price
PlacePromotion
Public Relations
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Marketing Planning Process
Vision, Position
and Purpose
Goals & Objectiv
es
Ticket, Sales and
Service
Integrate in Larger
Plan
Implement,
Control and
Evaluate
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Step 1 – In the Beginning……
▪ Chapters 3 – 5 ▪ Core Vision▪ Understand the Client (WVWC & individual team)▪ SWOT▪ Competitor Analysis▪ Market Research▪ Understanding the Sport Customer▪ Segmentation/Target Audience
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Getting Started
▪ What is the core vision of the WVWC Athletic Department as a whole?▪ What is the core vision of your specific team?▪ What is the history of WVWC athletics?▪ What is the history of your team?– Players– Coaches– Facility changes–Major benefactors–Memorable seasons