Fundamentals of Sport Marketing

Chapter 7The Marketing Mix and the Sport Business

Industry 11

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Company

Research & Information Collection

Company Mission & Goals

Consumer Competitor Climate

Segmentation

Target Market Decisions

Sport Marketing Mix Decisions & Strategies

Marketing Management Strategies Implementation –

Management – Evaluation – Adjustment

The Sport Marketing Management Model

PriceProduct Place Promotion

Figure 3.3 The Sport Marketing Management Model

33

Company

Research & Information Collection

Company Mission & Goals

Consumer Competitor Climate

Segmentation

Target Market Decisions

Sport Marketing Mix Decisions & Strategies

Marketing Management Strategies Implementation –

Management – Evaluation – Adjustment

The Sport Marketing Management Model

PriceProduct Place Promotion

Figure 3.3 The Sport Marketing Management Model

Marketing Mix

The Marketing Mix is the strategic combination (mix) of four

elements called the 4 P’s: product, price, place, promotion

Creation of the marketing mix involves the process of

developing or discovering the right combination of the 4 P’s

At the heart of the decision-making process is the research conducted and knowledge gained about the

consumer, the competition, the company, and the climate

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Constant monitoring of the 4 C’s:

Consumer

Competitor

Company

Climate

Constant monitoring to keep the right mix of the 4 P’s:

Product

Place

Price

Promotion

Change in the Marketplace Requires:

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Marketing MixThe marketing mix elements are interrelated. Each

element affects the others. The sport business professional must develop the optimal combination of

the elements.

Every decision should be an INFORMED and EDUCATED decision based on research.

The primary strategy in designing the marketing mix is to customize the elements for a specific consumer

market until the optimal mix is found.

Product

Price

PlacePromotion

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The Marketing Mix: The Four P’s

Marketing MixMarketing Mix

PromotionPromotionPlacePlace

PricePriceProductProduct

What you have created for the consumer.

Exchange agreement with the consumer.

Getting the product to the consumer.

Communication to/with the consumer.

99Figure 7.3

1010

The consumer is looking for

the right product,

at the right price,

at the right place,

and is influenced by the right promotional strategy.

1111

Marketing MixMarketing Mix Product

I wantProduct

I want Price I

wantPrice I

want Place

I wantPlace

I want Promotions

I wantPromotions

I want

1212

Product Price Place Promotion

Features Accessories Installation Instructions Service Warranty Product lines Packaging Branding

Objectives Flexibility Product life cycle Geographic terms Discounts Allowances

Objectives Channel type Market exposure middlemen Kinds and locations of stores transporting and storing Service levels Recruiting middlemen Managing channels

Objectives Promotion blend Sales people Kind Number Selection Training Motivation Advertising: Targets Kind of ads Media type Copy thrust Prepared by whom Sales promotion Publicity

The Marketing Mix

1313

Figure 7.5

1414

Company

Research & Information Collection

Company Mission & Goals

Consumer Competitor Climate

Segmentation

Target Market Decisions

Sport Marketing Mix Decisions & Strategies

Marketing Management Strategies Implementation –

Management – Evaluation – Adjustment

The Sport Marketing Management Model

PriceProduct Place Promotion

Figure 3.3 The Sport Marketing Management Model

Fundamentals of Sport Marketing

Chapter 7The Marketing Mix and the Sport Business

Industry

End... Questions?

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