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Chapter 1

QuestionAnswer
List the three reasons for the great need for better sport marketing? Competition for the sport dollar is growing There is great competition for the discretionary dollar especially inside the sport industry 3There are so many different sports fighting for all the same fans. The fans come and go as shown on table 1
Two major marketing thrusts The marketing of sport products to the sport consumer The marketing of sport and nonsport products through sport
Sport Marketing consist of All activities are designed to meet the wants and needs of sport consumers through an exchange process.
Marketing Myopia in Sport Marketing myopia Lack of market research Poor sales training and techniques
Marketing Myopia lack of foresight in marketing ventures A focus on producing and selling goods and services rather than identifying and satisfying the needs and wants of consumers and their markets The belief that winning absolves all other sins
process. • Sport consumers are involved in sport  through playing, officiating, watching, listening, reading, and collecting.
Promotion includes Advertising and special events
Bill Veeck 12 commandments Take your work very seriously. Go for broke and give it your all. Never take yourself seriously. Find yourself an alter ego and bond with him or her for the rest of your professional life. Surround yourself with similarly dedicated soul
Sport consumers are involved in sport through playing, officiating, watching, listening, reading, and collecting.
Bill Veeck 12 commandments Answer all of your mail; you might learn something. Listen and be available to your fans. Enjoy and respect the members of the media, the stimulation, and the challenge.
Sport Product A PRODUCT can be described as any bundle or combination of qualities, processes, and capabilities (goods, services, or ideas) that a buyer expects will deliver “want” and “need” satisfaction
Core benefits Health (participation) Entertainment Sociability Achievement
The bundle of characteristics of sport product Core benefits Generic sport for Specific sport form Marketing mix
Marketing mix (5 P's) Promotion Product Place Price Public Relations
Product saline and strong personal identification leads sport consumers To consider themselves experts
Created by: eypendleton
 

 



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