Limited time offer 20% OFF StudySoup Subscription details

BGSU - SM 2010 - Class Notes - Week 8

Created by: Anthony Vellucci Elite Notetaker

BGSU - SM 2010 - Class Notes - Week 8

This preview shows pages 1 - 2 of a 4 page document. to view the rest of the content
background image Chapter 12
Sport Marketing
     Introduction Marketing is a complex function Sport marketing defined Unique characteristics of sport o Demands unique approach to marketing o Provides marketers with challenges and opportunities Unique Characteristics of Sport Aspects of sport are intangible Sport involves emotion Sport is subjective and heterogeneous Sport is generally socially consumed Sport experiences are inconsistent and unpredictable Sport is perishable  Developing a Sport Marketing Plan Marketing plans Marketing mix (4 P’s) o Product  o Price o Place o Promotion  Developing a Sport Marketing Plan: 4 P’s Central to the sport marketing plan Manipulated by sport marketers’ strategic and tactical plans Integrated with other elements for optimal success o 10 steps (10 P’s) to developing a sport marketing plan: purpose, product,  projecting the market, positioning, players, packaging, pricing, promotion, place,  promise Process for Developing a Sport Marketing Plan: Steps 1 and 2 Identify the purpose of the sport marketing plan Analyze the sport product o Dynamic and complex nature of the sport product
background image o Dimensions of the sport product o Core product o Product extensions Process for Developing a Sport Marketing Plan: Step 3 Project the market climate o Influence of market conditions o Assessing to the sport climate: examine internal and external factors  SWOT Analysis Assessing internal strengths and weaknesses Assessing external opportunities and threats  Marketing plans should: o Maximize strengths and opportunities  o Minimize weaknesses and threats Sidebar: SWOT Analysis of Women’s Professional Basketball Process for Developing a Sport Marketing Plan: Step 4 Position the sport product o Differentiating the product from competing products o Creating a distinctive image of the product o Elements of effective communication practices Using honest and non­offensive communication Branding  Using a name, design, or symbol to differentiate a sport product o Brand awareness o Brand image o Brand equality o Brand loyalty  Process for Developing a Sport Marketing Plan: Step 5 Pick the players  o Analyzing the targeting consumers: grouping and selecting the right consumers o Market segmentation Used to identify target audiences Segmenting consumers into 4 areas: Demographics  Psychographics Media preferences Purchasing behavior 

This is the end of the preview. Please to view the rest of the content
Join more than 18,000+ college students at Bowling Green State University who use StudySoup to get ahead
School: Bowling Green State University
Department: Smgt Sport Management
Course: Introduction to Sport Management
Professor: Heather Muir
Term: Fall 2015
Name: Chapter 12 SM Notes
Description: CH 12 Sport Management Notes - Sport Marketing
Uploaded: 03/02/2018
4 Pages 21 Views 16 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
Join StudySoup for FREE
Get Full Access to BGSU - SM 2010 - Class Notes - Week 8
Join with Email
Already have an account? Login here
Log in to StudySoup
Get Full Access to BGSU - SM 2010 - Class Notes - Week 8

Forgot password? Reset password here

Reset your password

I don't want to reset my password

Need help? Contact support

Need an Account? Is not associated with an account
Sign up
We're here to help

Having trouble accessing your account? Let us help you, contact support at +1(510) 944-1054 or

Got it, thanks!
Password Reset Request Sent An email has been sent to the email address associated to your account. Follow the link in the email to reset your password. If you're having trouble finding our email please check your spam folder
Got it, thanks!
Already have an Account? Is already in use
Log in
Incorrect Password The password used to log in with this account is incorrect
Try Again

Forgot password? Reset it here