1.1 The Special Nature of Sport Marketing PDF

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Sport marketing chapter 1....

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The NBA and Global Marketing Strategy o Recognized product had to grow before marketing could help  Established stricter drug policies, salary caps, and revenue sharing to grow the product  Began working with broadcasting companies to expand national and global reach Weathering Recessions o Most industries will be impacted by recession, sports included o To try to keep ppl coming, ticket prices were reduced, payment plans made, special incentives (meetings w coaches) The competitive marketplace o Everyone is fighting to get more money o Different leagues in the same sport tend to fight about who is number one o Media challenges  Developing media tech allows for faster and more in-depth coverage by media  Consumers more time and money cautious than ever o Grassroots Stress  Rural area high school sports struggled w/ funding, but were able to pull program back together Sports Marketing Defined o Sports marketing—all activities designed to meet the needs and wants of sport consumers through exchange processes o Activities of consumer and industrial product and service marketers who were increasingly using sport images and personalities to sell beer, cars, and a whole range of other products  Marketing of sport  Professional team does this  Marketing through sport  Corporate sponsors do this Marketing Myopia in Sport o Marketing myopia—lack of foresight in marketing ventures  Theodore levitt o Focus in producing and selling goods and services rather than identifying and satisfying needs and wants of consumers and their markets o The belief that winning absolves all other sins o Confusion between promotions and marketing  Promotion (advertising and special events) is a part of marketing o Ignorance of competition inside and outside sport o Short-sighted focus on quick-return price hikes or sponsorships rather than long term investments in relationship marketing o Poor-quality research o Poor sales and service o Arrogance and laziness o Failure to adapt to industry, market, and consumer change

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Change in the Profession o Robust improvements in sales  Inbound sales approach—waiting to take ticket orders  Outbound sales approach—proactive approaching of the customers  WHAT SHOULD BE USED  Easier w/ technology o Institutionalization of Knowledge and Training  Better internship programs, better journals/magazines, organizations o Broadening diversity  Slowing digressing from white males Uniqueness of Sport Marketing o Sport Product  Product—any bundle of combo of qualities, processes, and capabilities that a buyer expects will deliver want satisfaction  Should have:  Playful competition, typically in game form  Separation from normal space and time  Regulation by special rules  Physical prowess and physical training  Special facilities and special equipment  Additional elements can include:  An intangible, ephemeral, experiential, and subjective nature  Strong personal and emotional identification  Simultaneous production and consumption  Dependence on social facilitation  Inconsistency and unpredictability  Core-product control beyond marketer’s hands o Sport Market  Many sport organizations simultaneously compete and cooperate  Product salience and strong personal identification lead many sport consumers to consider themselves experts  Demand tends to fluctuate widely  Sport has almost universal appeal and pervades all elements of life o Sport Financing  Pricing the individual sport product unit by traditional job costing is difficult  The price of the sport product itself is invariably small in comparison with the total cost paid by the consumer  Indirect revenues are frequently greater than direct operating revenues o Sport Promotion  Widespread media exposure is a double edged-sword  Media and sponsors emphasize celebrities...