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chapter14 - Chapter 14 Sport Sales History Certain myopias...

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Chapter 14 Sport Sales
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History Certain myopias slowed the growth of the sports marketing profession. One-size-fits-all packages, lack of foresight in marketing Evolution of marketing occurred through increased competition for the entertainment dollar and through professionally trained sports marketers.
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Sales in Sport Setting Sales = Revenue-producing element of marketing Four ingredients to selling: 1. Finding the customer, 2. Getting through to the customer 3. Increasing awareness/interest 4. Persuading customers to act on their interest Four factors to purchase: 1. Quality 2. Quantity 3. Time 4. Cost Selling point: The emotional presence and element of excitement that exists within sport.
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Sales Strategies and Methods: Database Marketing Creation and management of database that includes consumer demographics. Ability to access, understand, and utilize information valuable to the maximization of sales efforts. Utilize database to generate sales through direct mail, telemarketing, and personal sales.
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Sales Strategies and Methods: Benefit Selling Promotion and creation of new benefits to offset existing perceptions of the sport product or service. Understand what objections customers have
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chapter14 - Chapter 14 Sport Sales History Certain myopias...

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