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Introduction to Marketing

Introduction to Marketing. Steir – Chapter 10 30 January 2007. Class Reminders…. 1 st Article Analysis - due Thursday on Governance/Policy Dev. – NCAA.org WebCT graded : chapter 1 & 2 More into discussion postings (2 per chapter) Today’s topics : * Marketing of Sport.

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Introduction to Marketing

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  1. Introduction to Marketing Steir – Chapter 10 30 January 2007

  2. Class Reminders… • 1st Article Analysis - due Thursday on Governance/Policy Dev. – NCAA.org • WebCT graded: chapter 1 & 2 • More into discussion postings (2 per chapter) • Today’s topics: * Marketing of Sport

  3. Introduction to Marketing Define marketing? • Steps taken to motivate or persuade potential consumers to want your product, service, program, or to accept your ideas and positions • Satisfying a consumer’s needs and wants • “create” new needs within the consumer • Effective marketing helps to create new “wants” and “needs” within people • Trying to move goods and services from the producer to the consumer • Involves advertising, packaging, and selling

  4. Marketing “of” Sport vs Marketing “Through” Sport What’s the difference? • Marketing of Sport – a professional team or golf club engages in marketing their product to the public • Marketing through Sport – a business or corporate sponsor uses sport as the vehicle to market their product Specific examples of each?

  5. The Marketing “Mix” – 5 “P’s” What are the 5 “P’s” of marketing? (1) The Product, service, or idea (2) The Place where the product will be most readily acceptable, distributed, and/or shared (3) The Price the market will bear for the product, service, or idea (4) The Promotional activity or strategy associated with promoting the product, service, or idea to the public (5) The Public - potential consumers (target market) (6 & 7) Process and Personnel * Small Group Activity * – Create a “Marketing Mix” for a new sports product, service, program for the Charleston market

  6. Promotion? What is the purpose of promotion? • To stimulate consumer awareness of… • To stimulate consumer interest in… • To stimulate consumer purchase of… Your PRODUCTor SERVICE Promotion helps position a product and its image in the mind of the consumer(Mullin, 2000, p. 184)

  7. Promotional (Marketing) Activities What are different types of marketing activities used to promote a product or service? Advertising: a sponsored message about a product conveyed through the media Personal selling: a face-to-face presentation in which the seller tries to persuade the consumer Sales Promotion: activities such as displays, tradeshows, sampling, coupons, exhibits, performances, etc. Publicity: any form of exposure in the media for by your company or team

  8. AIDA Approach (Mullin, 2000, p. 184) For a promotional effort to be successful it should follow the steps of the AIDA approach: A = ? Increase Awareness I = ? Attract Interest D = ? Arouse Desire A = ? Initiate Action

  9. Interaction of Price with Promotion Price Promotion versus Non-Price promotions? Price Promotion – discounts and rebates related to the actual “price” you pay for the product * Examples of Price Promotions? * Non-Price Promotion – giveaways, fireworks, special events, etc. - - - there is the constant need to entertain fans, especially when the team isn’t winning (Royals, Clippers, etc.) *Examples of Non-Price promotions? *

  10. Tactics used by sport/fitness organizations to promote a product, program, or service • Scheduling Promotions and Giveaways • Product Sampling at Sporting Events • Open House: used by Fitness Clubs, YMCAs • “Bundling” – Added benefits with ticket purchases • Contests and Sweepstakes: Pepsi and Coke • Premiums and Redemptions (ticket-backs) • Goal – increasing consumer commitment to your product or service – trying to increase consumption Non User ► Light User►Medium User►Heavy user

  11. Article Analysis #1 Sport Governance/Policy Development Who would like to share?

  12. Next Week Fundraising in Sport Bring weekly article related to Fundraising

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