L1 Intro to Sport Marketing

L1 Intro to Sport Marketing - Click to edit Master subtitle...

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Click to edit Master subtitle style 6/5/11 An Introduction to Sport Marketing
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Agenda Sport Marketing Defined Market Orientation Growth of the Sport Industry Marketing Principles in Sport
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Sport Marketing is more Selling Advertising Community & Public Relations Promotions Sponsorships
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Sport Marketing is… … “the specific application of marketing principles and processes to sport products and to the marketing of non-sport products through association with sport.” (Shank) … “all activities designed to meet the needs and wants of consumers through the EXCHANGE process.” (Mullin, Hardy, & Sutton, 2000)
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Marketing Orientation All members of the organization are: Sensitive to the customer’s needs Aware of competitors’ moves Being responsive (producing timely market-based solutions) “Marketing isn’t somebody’s responsibility; marketing is everybody’s responsibility.” – Jack Welch, CEO 1981-2001 General Electric
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Benefits of Market The real benefit of a strong market orientation and higher levels of
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This note was uploaded on 06/05/2011 for the course SMGT 3330 taught by Professor Hall during the Spring '11 term at Georgia Southern University .

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L1 Intro to Sport Marketing - Click to edit Master subtitle...

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