sport marketing 11:4:13.pdf

sport marketing 11:4:13.pdf - Sport Marketing • aspects...

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Unformatted text preview: Sport Marketing • aspects of sport are intangible • sport involves emotions • sport is subjective and heterogeneous • sports are inconsistent and unpredictable • sport is perishable Marketing plans Marketing mix (four Ps) - product - price - place - promotion **marketing and promotion are two different things** Developing a sport marketing plan: four Ps: • central to the sport marketing plan • manipulated by sport marketers strategic plans • integrated with other elements for optimal success Branding: - using a name, design, or symbol to differentiate a sport product - brand awareness - brand image - brand equity - brand loyalty SWOT Analysis: - assessing internal strengths and weaknesses - assessing external opportunities and threats Steps 1 & 2: - identify the purpose of sport marketing plan - analyze the sport product - dynamic and complex nature of the sport product - dimensions of the sport product - core product - product extensions Step 3: - project the market climate - influence of market conditions - assessing the sport climate: examining internal and external factors Step 4: - position the sport product - differentiating product from competing products - creating a distinctive image of the product - elements of effect communication practices - sidebar: renaming the Washington Bullets - using honest and non offensive communication Step 5: - pick the players - analyze and target consumers: grouping and selecting the right consumers - market segmentation - used to identify target audiences - segmenting consumers into four areas: demographics, psychographics, media preferences, purchasing behavior ...
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