Fundamentals of

Sport Marketing

Chapter 3Sport Marketing Process

11

Theory of Sport Marketing

Where does Sport Marketing come

from???

22

Theory of Sport Marketing

Where does Sport Marketing come from???

First –A need for highly specialized professionals

working in the sport business industry.

Second --It’s a content area of the Sport Business

Management field of study.

33

What is Sport Management

Sport Business Management –

is the study and practice of all people, activities, businesses, or organizations involved in

producing, facilitating, promoting, or organizing any sport-related business or

product.

(also known as Sport Management, and Sport Administration)

Sport Business Management –

is the study and practice of all people, activities, businesses, or organizations involved in

producing, facilitating, promoting, or organizing any sport-related business or

product.

(also known as Sport Management, and Sport Administration)

44

What is “Marketing?”

The word “marketing” comes from the word “market” which means “a group of buyers and sellers (usually producers and consumers) bargaining over the terms of exchange for goods and/or services.”

Marketing is the study of people and what they buy, how much they will pay, where they want to purchase a product, and how they are affected by promotional tactics and messages. 55

Sport Marketing Defined

“Sport Marketing is the process of designing and implementing

activities for the production, pricing, promotion, and distribution of a sport

product to satisfy the needs or desires of consumers and to achieve

the company’s objectives.”

(Pitts, B.G. & Stotlar, D.K. 2007. Fundamentals of Sport Marketing. F.I.T. Publishers.)

66

The fundamentals of sport marketing are

based on the foundational theory and

research of several fields, along with the

knowledge of sport marketing professionals

in the industry.

The fundamentals of sport marketing are

based on the foundational theory and

research of several fields, along with the

knowledge of sport marketing professionals

in the industry.

“Fundamentals” is information and knowledge about something. Where does that information and knowledge

come from??

“Fundamentals” is information and knowledge about something. Where does that information and knowledge

come from??

77

Information and knowledge comes from

existing information and knowledge; or

from research that results in new

information or knowledge.

THEORY – a system of assumptions, accepted principles, and rules of procedure devised to analyze, predict, or explain a set of phenomena.

RESEARCH – a systematic and organized investigation.

USED TO:► add to one’s knowledge► add to a body of knowledge► find a solution to a problem► to discover answers to specific questions

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99

Some segments of the sport business industry

Participation Sports Spectatorial Sports Events Sporting Goods Sports Media – Print Sports Media – Broadcast Sports Media – Electronic Sponsorship Athlete Management Sports Tourism and Travel: for

participation or spectatorial Facility and Venue Design

and Construction

Licensing and Merchandising Sport Marketing Research Web Sport Business Sport Law Firms Sport Event Management Sports Medicine Sports Governing

Organizations Advertising Endorsement Management

1010

1111

Examples of areas of study in sport business management (Table 3.2)

Sponsorship analysis Spectatorial sport Sporting goods Licensing and merchandising Consumer market identification and analysis Web sport business Sport law Sport event management Economic impact Sports tourism impact Sporting goods consumption Commercialization Trends Financial analysis

1212

Here we go.....

THIS is Sport Marketing!

next slide... >>>

Ssoooooooo.... How do you DO sport marketing??

1313

1414

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

1515

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

The Marketing

Mix decisions

are made based

on information.

That information comes from Research.

1616Source: Pitts & Stotlar, 2007

The consumer and its factors that affect sport marketing strategies

ConsumerConsumer

BehavioralisticBehavioralistic

GeographyGeography

PsychographicsPsychographicsDemographicsDemographics

Source: Pitts & Stotlar, 2007

Product Use & Function

Product Use & Function

The competitor and its factors that affect sport marketing strategies

COMPETITORCOMPETITOR

strengthsstrengthspositionposition

trendstrendsindustryindustry

market sharemarket share

product/price/place/promotionproduct/price/place/promotion

1818

The company and its factors that affect sport marketing strategies

COMPANYCOMPANY

strengthsweaknesses

strengthsweaknessespositioningpositioning

financefinancemissionmission

market sharemarket share

Marketing mix strategiesMarketing mix strategies

1919

The climate and its factors that affect sport marketing strategies

CLIMATECLIMATE

industryindustry

educationeducation economiceconomic

politicalpolitical legallegal

socialsocialmediamedia

communitycommunitytechnologytechnology

2020

communitycommunity

The 4 C’s

of Sport

Marketing:

What the sport

business needs

to study

Consumer: demographicspsychographicsgeography & geodemographicspurchase behaviorproduct usebehavioralistic

Company: mission & objectives brand strength market share financial resourceshuman resources competitive advantage marketing mix strategies

Competitor: the industry and marketplacecompetitors databrand strength market sharetrends financial strengthpositioning competitive advantage

Climate: economiclegalsocial and culturalpoliticalethicaltechnologicaleducationcommunitycorporate

Source: Pitts & Stotlar, 2007 2121

2222

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

2323

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.

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2525

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

2626

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