By Eric C. Schwarz, Jason D. Hunter
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Additional info for Advanced Theory and Practice in Sport Marketing
Settle for no less than excellence in everything you do. The competition for the best positions is fierce! 16 A DVA N C E D T H E O RY A N D P R AC T I C E I N S P O RT M A R K E T I N G 2 MANAGING THE SPORT MARKETING MIX CHAPTER OUTLINE What Makes Sport Marketing Unique? The Characteristics of Sport Marketing Sport Can Be a Consumer Good, a Consumer Service, a Commercial Good, or a Commercial Service The Principal Sport Product Is Perpetually Intangible, Subjective, and Variable Sport Has an Appeal that Is Extensive and Permeates All Aspects of Life Sport Is Normally Publicly Consumed and Consumer Satisfaction Is Directly Affected by the External Environment The Chief Sport Product Elicits a Strong Emotional Connection The Sport Consumer Believes that They Are the Experts When It Comes to Knowledge of the Product The Sport Product (in an Event Form) Is a Perishable Commodity As With Most Demand-Based Products, the Consumer Demand for the Main Sport Product Can Vary Greatly Sport Organizations Concurrently Compete and Cooperate Most of the Marketing Effort Is Not Placed on the Primary Sport Product; It Is Placed on Product Extensions Exposure from the Mass Media Has Resulted in a Reduced Emphasis on Traditional Sport Marketing The Sport Marketing Mix The Escalator Concept Nonconsumers Indirect Consumers 17 Light Users Medium Users Heavy Users Developing a Sport Marketing Plan Step 1: Identifying the Purpose of the Sport Marketing Plan Step 2: Analyzing the Sport Product Step 3: Forecasting the Market Climate Step 4: Positioning the Sport Product Step 5: Segmentation and Targeting Consumers Step 6: Packaging the Sport Product Step 7: Pricing the Sport Product Step 8: Promoting the Sport Product Step 9: Distribution (Place) of the Sport Product Step 10: Evaluation and Feedback about the Sport Marketing Plan Why the Theory and Plans Do Not Always Work Conclusion CHAPTER OBJECTIVES The reader will be able to: ■ ■ ■ ■ Understand how the sport marketing mix is implemented and managed.
Several clauses of the contract were discussed, including: ■ ■ ■ ■ ■ 12 The Boys and Girls Club will apply for a Class A Liquor License to sell malted beverages at the arena. The concessionaire will furnish the arena’s beer services facilities, fixtures, supplies (exclusive of the malted beverages), and utilities for $2800. 85 per hour per person. All personnel shall be supervised and controlled by the Club, and shall be trained to dispense malted beverages. During each event, the Club shall have on site at least two of its own Board members who will supervise the concession operation.
C. and G. Hirt (2003). , p. 5. New York: McGraw-Hill. 4 A DVA N C E D T H E O RY A N D P R AC T I C E I N S P O RT M A R K E T I N G profit by providing products and services that satisfy the needs, wants, and desires of the consumer. 1, covers a wide variety of aspects. The internal factors include the primary business activities of management, marketing, and finance, which are centered on business owners, employees, and customers. The external factors include competition, the economy, information technology, legal and regulatory forces, and social responsibility and ethics.
Advanced Theory and Practice in Sport Marketing by Eric C. Schwarz, Jason D. Hunter