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BGSU - SM 2010 - Class Notes - Week 8

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BGSU - SM 2010 - Class Notes - Week 8

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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 

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School: Bowling Green State University
Department: Smgt Sport Management
Course: Introduction to Sport Management
Professor: Heather Muir
Term: Fall 2015
Tags:
Name: Chapter 12 SM Notes
Description: CH 12 Sport Management Notes - Sport Marketing
Uploaded: 03/02/2018
4 Pages 21 Views 16 Unlocks
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