3801 Ch.1 - Chapter 1 The Special Nature of Sport Click to...

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Click to edit Master subtitle style 9/25/10 Chapter 1 The Special Nature of Sport Marketing
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9/25/10 To understand the market forces that create the need for marketing strategies in the sport industry To understand “marketing myopia” and other obstacles to successful marketing strategy To recognize the components of the sport product and of the sport industry To recognize the factors that make sport marketing a unique enterprise industry To understand “marketing myopia” and other obstacles to successful marketing strategy To recognize the components of the sport product and of the sport industry To recognize the factors that make sport marketing a unique enterprise
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Click to edit the outline text format Second Outline Level - Third Outline Level Fourth Outline Level - Fifth Outline Level 9/25/10 Global Marketing Strategy Product Distribution Cultural Considerations National & regional Economic Implications Geo-political issues
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9/25/10 By gross dollars, “Sport” is the 11th largest industry in the US. % of total personal consumption nearly doubled since 1970 Issues related to ACCESS Infrastructure & Equipment TELEVISION Cost Barriers The fight for discretionary consumer dollars % of total personal consumption nearly doubled since 1970 Issues related to ACCESS Infrastructure & Equipment TELEVISION Cost Barriers The fight for discretionary consumer dollars
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9/25/10 All activities are designed to meet the wants and needs of sport consumers through an exchange process. Sport consumers are involved in sport through playing, officiating, watching, listening, reading, and collecting. and needs of sport consumers through an exchange process. Sport consumers are involved in sport through playing, officiating, watching, listening, reading, and collecting.
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9/25/10 1. The marketing OF sport products to the sport consumer 2. The marketing of sport and non-sport products THROUGH sport sport consumer 2. The marketing of sport and non-sport products THROUGH sport
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