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Title:

Emergence of Sports Marketing

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Emergence of Sports Marketing SS 330 Sport Marketing & Promotions Dr. Brian Turner – PowerPoint PPT presentation

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Date added: 12 September 2019
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Title: Emergence of Sports Marketing


1
Emergence of Sports Marketing
  • SS 330
  • Sport Marketing Promotions
  • Dr. Brian Turner

2
Importance of Sports Marketing
  • Without institutional support,
  • In Division I-A
  • of football programs showed a profit
  • of mens basketball programs showed a
    profit
  • of womens basketball programs showed a
    profit

3
Importance of Sports Marketing
  • At Ohio State
  • Football
  • Mens Basketball
  • Other 34 sports
  • 1999-2000 budget

4
Explosion of Sports
  • Growth in sport consumption investment
  • Value of professional teams
  • Expansion of hockey
  • Interest in womens sports
  • Inclusion in mainstream media
  • Popularity in Hollywood
  • Expansion of sports programming

5
What is Sports Marketing?
  • the specific application of marketing
    principles and processes to sport products and to
    the marketing of non-sports products through
    association with sport.
  • Sport marketing consists of all activities
    designed to meet the needs and wants of sport
    consumers through exchange processes.

6
Major Thrusts
7
Marketing Myopia
  • practice of defining a business in terms of
    goods and services rather than in terms of the
    benefits customers seek.

8
Understanding the Sport Industry
  • Sport - a source of diversion or a physical
    activity engaged in for pleasure.
  • Relationship with the entertainment industry

9
Uniqueness of Sport
  • Sport Product
  • Sport Market
  • Sport Financing
  • Sport Promotion

10
Marketing Orientation
  • Way of doing business where the organization
    concentrates on understanding the consumer and
    provides a sports product that meets consumers
    needs (while still achieving the organizations
    objectives)

11
Structure of the Sports Industry
Consumers
Products
Producers/ Intermediaries
12
Consumers of Sport
  • The Spectator
  • The Participants
  • The Sponsors

13
The Sports Product
  • a good, a service, or any combination of the
    two that is designed to provide benefits to a
    sports spectator, participant, or sponsor
  • Include
  • Sporting Events
  • Sporting Goods
  • Personal Training for Sports
  • Sports Information

14
Producers/Intermediaries
15
Basic Marketing Principles Processes Applied to
Sport
  • Sports Marketing Mix
  • coordinated set of elements that sports
    organizations use to meet their marketing
    objectives and satisfy consumers needs.
  • Basic Elements

16
Basic Marketing Principles Processes Applied to
Sport
  • Exchange Process
  • Marketing transaction in which the buyer gives
    something of value to the seller in return for
    goods and services
  • must be at least 2 parties
  • each party must have something of value to offer
    the other
  • must be a means for communication between the 2
    (or more) parties
  • each party must be free to accept or decline the
    offer
  • each party must feel that it is desirable to deal
    with the other(s)

17
Basic Marketing Principles Processes Applied to
Sport
Something of Value
Exchange Players
Exchange Players
Something of Value
18
Strategic SportsMarketing Process
  • process of planning, implementing and
    controlling marketing efforts to meet
    organizational goals and satisfy consumers
    needs.
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