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An Introduction to MarketingAn Introduction to Marketing
Chapter 1Chapter 1
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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
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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.
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DEFINITIONSDEFINITIONS
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.
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DEFINITIONSDEFINITIONS
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.
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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..
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• 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
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MARKETING THEORYMARKETING THEORY
The 3 C’sThe 3 C’s• CompetitionCompetition• CompanyCompany• ConsumersConsumers
PESTPEST• PoliticalPolitical• EconomicEconomic• SocialSocial• TechnologicalTechnological
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MARKETING THEORYMARKETING THEORY
STPSTP• SegmentingSegmenting• TargetingTargeting• PositioningPositioning
The Marketing MixThe Marketing Mix• ProductProduct• PricePrice• PlacePlace• PromotionPromotion
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External analysis
PEST
Competition
Substitutes
Market analysis
Consumer behavior
Opportunities
threats
STP
FPO
Marketing strategy
Product
Price
Promotion
Place
Marketing tactics
MARKETING THEORYMARKETING THEORY
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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
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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
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Questions?Questions?