Sport Marketing Chapter 7 before
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Fundamentals of Sport Marketing
Chapter 7The Marketing Mix and the Sport Business
Industry 11
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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
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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
Marketing Mix
The Marketing Mix is the strategic combination (mix) of four
elements called the 4 P’s: product, price, place, promotion
Creation of the marketing mix involves the process of
developing or discovering the right combination of the 4 P’s
At the heart of the decision-making process is the research conducted and knowledge gained about the
consumer, the competition, the company, and the climate
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Constant monitoring of the 4 C’s:
Consumer
Competitor
Company
Climate
Constant monitoring to keep the right mix of the 4 P’s:
Product
Place
Price
Promotion
Change in the Marketplace Requires:
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Marketing MixThe marketing mix elements are interrelated. Each
element affects the others. The sport business professional must develop the optimal combination of
the elements.
Every decision should be an INFORMED and EDUCATED decision based on research.
The primary strategy in designing the marketing mix is to customize the elements for a specific consumer
market until the optimal mix is found.
Product
Price
PlacePromotion
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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.
99Figure 7.3
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The consumer is looking for
the right product,
at the right price,
at the right place,
and is influenced by the right promotional strategy.
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Marketing MixMarketing Mix Product
I wantProduct
I want Price I
wantPrice I
want Place
I wantPlace
I want Promotions
I wantPromotions
I want
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Product Price Place Promotion
Features Accessories Installation Instructions Service Warranty Product lines Packaging Branding
Objectives Flexibility Product life cycle Geographic terms Discounts Allowances
Objectives Channel type Market exposure middlemen Kinds and locations of stores transporting and storing Service levels Recruiting middlemen Managing channels
Objectives Promotion blend Sales people Kind Number Selection Training Motivation Advertising: Targets Kind of ads Media type Copy thrust Prepared by whom Sales promotion Publicity
The Marketing Mix
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Figure 7.5
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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
Fundamentals of Sport Marketing
Chapter 7The Marketing Mix and the Sport Business
Industry
End... Questions?
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