Download Slide 1 - York University

The Special
Nature of Sport
Marketing
Sport in Our Life
How has sport marketing grown?
How does sport marketing affect consumers?
How does sport marketing affect you?
Sport Marketing
Consists of all activities designed to meet
the needs and wants of sport consumers
through exchange processes
Two Major Thrusts
• Marketing sport
products and services
directly to sport
consumers
• Marketing other
consumer and
industrial
products/services
through sport
promotion
Marketing Myopia
A lack of foresight in marketing ventures
What does this mean?
Symptoms of Market Myopia
in Sport
Tendency to focus on producing and selling
rather than identifying needs and satisfying
customers
Belief that winning  sales
“But no matter how disappointing the club's recent performance,
its fans aren't likely to jump ship. "Real Madrid is special," says
club member Beneyto. "No member is going to abandon the team
just because it doesn't win."
Confusing marketing with promotions
Marketing Myopia’s Effect
on Sport
•Slow growth of professional marketing staff
•Misunderstanding your product
•Misunderstanding your competition
•Misunderstanding demand
The Uniqueness of Sport
Product
Market
Promotion
Sport Product
Elements of the Product
•Playful competition
•Separation from normal space and time
•Regulation by rules
•Physical prowess and training
•Special facilities and equipment
Sport Product as Service
Intangible and subjectively perceived
Socially dependent
Inconsistent and unpredictable
Core product beyond marketer’s control
Simultaneously produced and consumed (in live
event situations)
Sport Market
Sport organizations compete and cooperate
Consumers consider themselves experts
Consumer demand fluctuates widely
Sport has universal appeal
Sport pervades all elements of life
Sport Promotion
Businesses want to associate with sport—why?
Free publicity—how?
Strategic Marketing
Management
in Sport:
An Overview
Implementing a Sport Marketing
Program
Sport Strategy
Long-term direction for company/brand
Revealed in a marketing plan
Tactics
Shorter-term actions implementing the strategy
The Strategic Marketing Plan
Situation analysis
Clarification of mission and objectives
Developing the marketing mix
Integrating plan into organization’s strategy
Controlling and evaluating
How can sport marketers better understand
their environment?
Strategic Step 1: Analyze
Market and Organization
SWOT Analysis
Organizational Strengths
Organizational Weaknesses
Environmental Opportunities
Environmental Threats
Helps organization understand itself and
its environment
Strategic Step 2: Clarify Mission,
Goals, and Objectives
Not a sales objective
Should be measurable
Should provide direction
Strategic Step 3: Develop a
Marketing Plan
Determine Market Segment(s)
Demographic
Geomarket
Psychographic
Product usage rate
Product benefits
Strategic Step 3: Develop a
Marketing Plan
Develop the Segment(s)
Escalator concept
•Represents consumer movement to higher levels
of involvement
•Concept vital to sport marketers
Strategic Step 3: Develop a
Marketing Plan
Product Positioning
Get product’s image in consumers’ minds
Involves research, development, and promotions
The Five Ps of Sport Marketing
Product
Price
Place
Promotion
Publicity/Public relations
Strategic Step 4: Strategic
Resource Allocation
Anticipate personnel or organizational structure
needs and changes
Blend marketing mix to build packages valued
by consumers
Strategic Step 5: Control and
Evaluate
Continually evaluate and adjust
Consumer Satisfaction =
Product Benefits – Costs
Satisfaction—continued attendance
Benefits—food quality, facility access
Costs—lost time, dealing with unruly fans