SM%2005_strategy

SM%2005_strategy - IntroductiontoSport Marketing Lecture5:

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Introduction to Sport  Marketing Lecture 5:  Sport Marketing Strategy
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Lecture 5. Overview Discuss the process of developing a strategic marketing direction.  Identify the main considerations when developing strategic  marketing objectives. Outline the factors critical to setting performance measures.  Describe the importance of determining a core marketing strategy. Define the terms market positioning and market segmentation. Discuss the importance of market segmentation. Identify the main approaches to market segmentation. Describe the process and importance of market positioning. Outline the major elements of the marketing mix.
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Stage 2: Develop a Sport Marketing Strategy
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Principle 5.1 : The second stage of the Sport Marketing  Framework is to develop a sport marketing strategy. Developing a sport marketing strategy requires two  steps:  1) to develop a strategic marketing direction 2) to develop a sport marketing position
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Principle 5.2 : Developing a strategic marketing direction involves  setting marketing objectives and performance measures.  
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Marketing Objectives An objective is an  aim  or  goal A marketing objective is a goal that a sport organization  may  realistically  achieve as the result of its marketing  strategy  Objectives will guide  all  of the coming stages of the  Sport Marketing Framework Case: Guardian Newspaper and Euro 2004
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Four Categories of Objectives There are four categories of marketing  objectives that sport organizations may pursue:  1) participation 2) performance 3) promotion  4) profit 
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Examples of the Four Sport Marketing Objectives
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Writing Good Marketing Objectives
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Tool 5.1: Marketing Objectives .  A marketing objective is a goal  that a sport organization wants to achieve as the result of its  marketing strategy.  There are four categories of marketing objectives that sport  organizations may pursue:  1) participation 2) performance 3) promotion  4) profit  All marketing objectives should be: consistent with organizational objectives realistic action-oriented narrowed down and ranked documented clear and specific  measurable time focused 
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Performance Measures The word  measure  refers to a way of estimating or  calculating whether an objective has been achieved  It involves finding a way to quantify or put a number to  an objective They make it easy to determine whether an objective  has been reached or not. 
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Examples of Performance Measures 
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Tool 5.2: Performance Measures .  Performance measures  quantify or put numbers to objectives in terms of magnitude  and time so that their specific achievement is transparent. 
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SM%2005_strategy - IntroductiontoSport Marketing Lecture5:

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