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Transcript
Framework for Strategic Sports Marketing HSS 3000/5263 Sport Marketing Dr. Brian Turner Contingency Framework • Originally developed for managers who wished to be responsive to the complexities of their organization and the environments in which they operate • Useful for sport marketers because … – Unpredictable and rapidly changing environments – No one best way to organize – organization does not operate in isolation but interacts with other systems Elements of the Contingency Framework External Contingencies • • • • • • Competition Legal/Political Demographics Technology Culture Physical Environment • Economy Strategic Sports Marketing Process •Planning •Implementation •Control Fit Fit Internal Contingencies • Vision • Mission • Objectives & Goals • Strategy • Culture Planning Phase • Understanding consumer’s needs • Market Selection Decisions • Marketing Mix Decisions Implementation Phase • • • • • Organizing the implementation Leadership and interaction Resource acquisition and allocation Coordinating and timing activities Information management Control Phase • Process of measuring results, comparing the results to the marketing objectives, communicating the results to the entire organization, and modifying the plan to achieve the desired results • Measuring results
