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An Introduction to Marketing

An Introduction to Marketing. Chapter 1. OBJECTIVES. To be able to define a market, marketing and sport marketing. Understand the role of marketing in sport. Distinguish marketing of sport from marketing through sport. Understand the importance of several marketing theories. DEFINITIONS.

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An Introduction to Marketing

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  1. An Introduction to Marketing Chapter 1

  2. OBJECTIVES • To be able to define a market, marketing and sport marketing. • Understand the role of marketing in sport. • Distinguish marketing of sport from marketing through sport. • Understand the importance of several marketing theories

  3. DEFINITIONS • Marketing: an exchange between two parties that provides a win-win benefit to both. • Exchange: a transaction in which both parties receive value that they perceive to be greater than what the exchange cost them.

  4. DEFINITIONS • Product tangible good, service, idea, or behavior, or the product attributes desired by the target market. • Price a cost that leads to perceived value.

  5. DEFINITIONS • Promotion Communication that will reach the target market. • Place The ability to purchase and/or receive the product at a convenient and accessible location; ensuring distribution is set up to get the product to consumers.

  6. MARKETING • Organizational function • Set of processes that enable the creation of relationships between the organization and its stakeholders (internal and external). • Key construct is value.

  7. MARKETING THEORY • Exchange • Value and utility • Needs and wants • Applied sociology • Relationship marketing (1:1 marketing) • The two tasks of marketing

  8. MARKETING THEORY • The 3 C’s • Competition • Company • Consumers • PEST • Political • Economic • Social • Technological 3 C's PEST

  9. MARKETING THEORY • STP • Segmenting • Targeting • Positioning • The Marketing Mix • Product • Price • Place • Promotion STP 4 P's

  10. MARKETING THEORY FPO External analysis PEST Competition Substitutes Market analysis Consumer behavior Opportunities threats Marketing strategy Product Price Promotion Place STP Marketing tactics

  11. SPORT MARKETING • Sport Marketing activities that provide organizations – both those marketing sport and those marketing through sport – with access to properties where people have unbridled passion for their team, their sport, their favourite players, their favourite coaches, their favourite equipment, their favourite ball cap, etc.

  12. UNIQUENESS OF SPORT MARKETING • About more than just the needs and wants; it is about • connecting to emotions, building passion, and leveraging • images. • “Sport marketing is the specific application of marketing • principals and processes to sport products and to the • marketing of non-sport products associated with a sport.” • (Shank, 2005)

  13. Questions?

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