Sports & Entertainment Marketing Mr. Bernstein Develop a Marketing Plan, pp 256-259 May 21, 2013

Sports & Entertainment Marketing

Mr. Bernstein

Develop a Marketing Plan, pp 256-259

May 21, 2013

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Sports & Entertainment MarketingMr. Bernstein

Marketing PlanGuides the marketing processIs built on Market ResearchIncludes:

Description of Target Market(s)Overview of Marketing ObjectivesReview of Marketing StrategiesMarketing Budget

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Marketing Strategies: The Marketing Mix

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Product StrategyProduct Mix based on Market ResearchFeatures and Benefits meet the wants and needs of

Target MarketConsider:

Branding, packaging and labelingProduct positioning vs. competition

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Place StrategyDelivery of goods or services to Target MarketAKA Distribution StrategyUnderstand the channels of distributionIncludes Location and Layout decisionsOnline distribution important in many businessesMobile technology is growing rapidly

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Promotion StrategySee slides dated May 13, 2013Analyze the four possible elements of a Promotional

Strategy: Advertising, Publicity, Promotions and Personal Selling

Consider costs

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Price Strategy and the Factors Affecting PriceCosts – Fixed or VariableSupply and DemandConsumer PerceptionsCompetitionWhat are your objectives?

Return on InvestmentGaining Market ShareCash Flow / Survival (hopefully not!)

Documents

Sports & Entertainment Marketing Mr. Bernstein Develop a Marketing Plan, pp 256-259 May 21, 2013