L10 Sponsorship - Click to edit Master subtitle style Sport...

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Click to edit Master subtitle style 6/5/11 Sport Sponsorship
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6/5/11 Planning 1. Understanding Consumers’ Needs a. Marketing Research b. Participants c. Consumers 2. Market Selection Decisions a. Segmentation b. Target Market c. Positioning 3. Marketing Mix Decisions a. Products External Contingen cies Competiti on Legal/Polit ical Demogra phics Technolog Internal Contingen cies Org. Vision Org. Mission Org. Objectives & Goals
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6/5/11 Sponsorship Defined Acquisition of rights to affiliate or directly associate with a property or event for the purpose of deriving benefits related to that affiliation or association “An investment, in cash or in kind, in an activity, in return for access to the exploitable commercial potential associated with that activity” (Meenaghan,1991, p.36)
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6/5/11 Sponsorship Exchange Sport Property Financial investment (in kind), media & promotional commitments Sponsor (corporation) Increased awareness, image enhancement,
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6/5/11 Growth of Sponsorship Coincided with the ban on
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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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L10 Sponsorship - Click to edit Master subtitle style Sport...

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