An Introduction to Marketing

Copyright © 2009 Nelson Education Ltd. All rights reserved.

An Introduction to MarketingAn Introduction to Marketing

Chapter 1Chapter 1

2Copyright © 2009 Nelson Education Ltd. All rights reserved.

OBJECTIVESOBJECTIVES

• To be able to define a market, marketing and sport To be able to define a market, marketing and sport marketing.marketing.

• Understand the role of marketing in sport.Understand the role of marketing in sport.

• Distinguish marketing of sport from marketing Distinguish marketing of sport from marketing through sport.through sport.

• Understand the importance of several marketing Understand the importance of several marketing theoriestheories


DEFINITIONSDEFINITIONS

Marketing:Marketing:

an exchange between two parties that provides a win-win benefit an exchange between two parties that provides a win-win benefit to both.to both.

Exchange:Exchange:

a transaction in which both parties receive value that they a transaction in which both parties receive value that they perceive to be greater than what the exchange cost them.perceive to be greater than what the exchange cost them.



ProductProduct

tangible good, service, idea, or behavior, or the product attributes tangible good, service, idea, or behavior, or the product attributes desired by the target market.desired by the target market.

PricePrice

a cost that leads to perceived value.a cost that leads to perceived value.



PromotionPromotion

Communication that will reach the target market.Communication that will reach the target market.

PlacePlace

The ability to purchase and/or receive the product at a The ability to purchase and/or receive the product at a convenient and accessible location; ensuring distribution is set convenient and accessible location; ensuring distribution is set up to get the product to consumers.up to get the product to consumers.


MARKETINGMARKETING

• Organizational functionOrganizational function

• Set of processes that enable the creation of relationships Set of processes that enable the creation of relationships between the organization and its stakeholders (internal between the organization and its stakeholders (internal and external).and external).

• Key construct is Key construct is valuevalue..


• ExchangeExchange

• Value and utilityValue and utility

• Needs and wantsNeeds and wants

• Applied sociologyApplied sociology

• Relationship marketing (1:1 marketing)Relationship marketing (1:1 marketing)

• The two tasks of marketingThe two tasks of marketing

MARKETING THEORYMARKETING THEORY



The 3 C’sThe 3 C’s• CompetitionCompetition• CompanyCompany• ConsumersConsumers

PESTPEST• PoliticalPolitical• EconomicEconomic• SocialSocial• TechnologicalTechnological



STPSTP• SegmentingSegmenting• TargetingTargeting• PositioningPositioning

The Marketing MixThe Marketing Mix• ProductProduct• PricePrice• PlacePlace• PromotionPromotion


External analysis

PEST

Competition

Substitutes

Market analysis

Consumer behavior

Opportunities

threats

STP

FPO

Marketing strategy

Product

Price

Promotion

Place

Marketing tactics



Sport MarketingSport Marketing

activities that provide organizations – both those marketing sport activities that provide organizations – both those marketing sport and those marketing through sport – with access to properties and those marketing through sport – with access to properties where people have unbridled passion for their team, their sport, where people have unbridled passion for their team, their sport, their favourite players, their favourite coaches, their favourite their favourite players, their favourite coaches, their favourite equipment, their favourite ball cap, etc.equipment, their favourite ball cap, etc.

SPORT MARKETINGSPORT MARKETING


About more than just the needs and wants; it is about About more than just the needs and wants; it is about connecting to emotions, building passion, and leveraging connecting to emotions, building passion, and leveraging images.images.

““Sport marketing is the specific application of marketing Sport marketing is the specific application of marketing principals and processes to sport products and to the principals and processes to sport products and to the marketing of non-sport products associated with a sport.”marketing of non-sport products associated with a sport.”

(Shank, 2005)(Shank, 2005)

UNIQUENESS OF SPORT MARKETINGUNIQUENESS OF SPORT MARKETING

Copyright © 2009 Nelson Education Ltd. All rights reserved.

Questions?Questions?

Documents

An Introduction to Marketing