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SM%2008_distribution

SM%2008_distribution - IntroductiontoSport Marketing...

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Introduction to Sport  Marketing  Lecture 8: Sport Distribution 
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Lecture 8. Overview Apprehend the importance of distribution to successful  sport marketing. Discuss the basic concepts of sport distribution. Identify the variations of sport distribution channels. Specify the importance of the sport facility as ‘place’. Explain the main issues in ticket distribution. 
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Place and the Sport Marketing Framework
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Introduction Sport distribution, or place, is concerned with how and where  consumers get access to a sport product or service in order to use  it.  When the term ‘place’ is employed in sport marketing it refers to any  location or method for distributing a product.  Distribution means transporting a product from the producer or sport  organization to the final consumer.  The words distribution and place should be considered  interchangeable.  There are several major ways in which sport products are  distributed in the sport industry.  It is a good start to keep in mind that sporting goods and services  are distributed differently. 
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Distribution Channel In order to transport sporting goods from producers to consumers,  there are numerous steps along the way.  For example, a sporting good like a golf ball is made by a  manufacturer, gets passed on to a wholesaler, then a retailer, and  finally to a consumer who purchases it.  Sport services tend to be distributed differently.  A professional sporting match could be ‘produced’ by the  two competing teams, filmed by a television network, and  then broadcast to viewers.  For a spectator watching the game live at the sport venue,  the stadium itself is the ‘place’ where the sport product is  distributed.  A sports masseuse produces the service and delivers it  directly to the customer.
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Principle 8.1 : A sport distribution channel is an organized  series of organizations or individuals that pass a product from  the producer to the final consumer. 
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Distribution Systems and Channels A distribution  system  is the way that a distribution  channel is organized or arranged.  Distribution channels have different lengths, and as a  consequence they may be characterised as  direct  or  indirect
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Direct Distribution Channel  A direct distribution channel is short where the producer  sells the product directly to the consumer.  For example, a sports physiotherapist produces the  service and sells it directly to the consumer.  Direct distribution also occurs when a sporting good  producer sells products on the Internet, or by direct mail. 
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