SM-01_introduction

SM-01_introduction - IntroductiontoSportMarketing Lecture1:

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Introduction to Sport Marketing Lecture 1:  Sport Marketing Introduction
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Lecture 1. Overview Explain what the terms  marketing  and  sport  marketing  mean. Describe the  philosophy, process, principles,  and  tools  of sport marketing. Identify the  two different angles  of sport  marketing. Introduce the components of the  Sport  Marketing Framework.
Background image of page 2
Principle 1.1.  Marketing is more than promotion, advertising,  personal selling or sales gimmicks Marketing means being focused on satisfying the  needs of customers or consumers Sport marketing is focused on meeting the needs of  sport customers or consumers  involved in playing sport watching or listening to sport buying merchandise  collecting memorabilia buying sporting goods like clothing and shoes surfing a sport-related website  A sport consumer is someone (e.g. Umbro) who generally uses sport products or services  who pays for the use of a specific product or service 
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Principle 1.2 :  Marketing aims to create an exchange where the  customer gives up something for a product or service. Selling goods that don’t come back to people who do  Application of general marketing practices to sport- related products and services Marketing of other consumer and industrial products or  services through sport Provides sport services and sport-related products to  consumers
Background image of page 4
Principle 1.3:  Sport marketing is the process of planning how a  sport brand is positioned, and how the delivery of its products are  to be implemented in order to establish a relationship between a  sport brand and its consumers The process of cultivating a relationship is known as 
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/10/2011 for the course MKTG 4870 taught by Professor Deborahlester during the Fall '11 term at Kennesaw.

Page1 / 14

SM-01_introduction - IntroductiontoSportMarketing Lecture1:

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online