chapter 12.pdf - Chapter 12 reading notes Payton Johnson...

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Unformatted text preview: Chapter 12 reading notes Payton Johnson the process of designing and implementing activities for the production, pricing, promotion, Sport marketing and distribution of a sport product or sport business product to satisfy the needs or desires 0f consumers and to achieve the company s objectives Marketing plans Marketing mix comprehensive strategic frameworks for identifying and achieving a sport organization s marketing goals and objectives the elements of product, price, place, and promotion, which sport marketers manipulate to achieve goals and objectives step 1) identify the purpose of the sport marketing plan step 2) analyze the dynamic and complex nature of the sport product - type of sport - participants - team step 3) the analysis of the past and current market climate - internal factors - external factors Steps of a sport marketing plan - SWOT analysis step 4) establishing a sport entity in the minds of the consumers in the target market step 5) targeting and selecting particular consumers who will allow for sport marketing success step 6) packaging the sport product, presenting the product in the best possible manner to encourage selected target audiences to purchase it step 7) price the sport product, determining the value of the product by assigning its price step 8) promote the sport product step 9) place the sport product step 10) promise of (evaluating) the sport marketing plan Internal factors External factors factors inside a sport organization that affect the sport marketing climate (players, owners, staff personnel, team management) factors outside of a sport organization that affect the sport marketing climate (media, sponsors, spectators, advertisers) Strength Weaknesses SWOT analysis Opportunities Threats - a management technique available to sport marketers to help them assess the strengths and weaknesses of an organization and the opportunities and threats that it faces Branding Sport sponsorship the process of using a name, design, symbol, or any combination of the three to help differentiate a sport product from the competition the acquisition of rights to affiliate or associate with a sport product or sporting event in order to derive benefits from the affiliation or association 1) advertising 2) publicity Step 8: promote the 3) activities and inducements sport product 4) public relations 5) community relations 6) sponsorship 7) ...
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