2 ObjectivesTo identify the key stakeholders in sport marketingIdentify who creates the brand perceptionTo know the core elements of market analysis, product concept, and product positionTo know the distinctions among the six Ps of sport marketing: product, price, place, people, promotion, and public relations(continued)
3 Marketing Management Strategy Marketing-minded leaders are needed in today’s sport organizations.Strong marketing management strategy requires bothstrategy (big-picture concepts) andtactics (the details of the plan).
5 Marketing Planning Process MPP builds a marketing plan but must also integrate with an organization’s overall strategic vision.The planning process comprises five steps.See figure 2.1.
6 EXAMPLESAmazon.comWe sell books, videos, CDs, toys, consumer electronics and other products onlineWe make the Internet buying experience fast, easy, and enjoyable— we’re the place where you can find and discover anything you want to buy onlineDisneyWe run theme parksWe create fantasies—a place where dreams come true and America still works the way it’s supposed toNikeWe sell athletic shoes and apparelWe bring inspiration and innovation to every athlete* in the world(* if you have a body, you are an athlete)
7 Step 1: Develop Vision, Position, and Purpose Core vision and ideology.Sport organizations must determine or establish core values and ideology before moving forward with strategic marketing efforts.Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities(continued)
8 Step 1: Develop Vision, Position, and Purpose (continued) SWOT AnalysisSport organizations must systematically gather and collect data about their consumers, often through DBM and CRM systems.Sport organizations must scan their internal (strengths and weaknesses) and external (opportunities and threats) environments before moving forward with strategic marketing efforts.SWOT analysis will assist sport organizations in analyzing market trends and fads (continued)
10 Step 1: Develop Vision, Position, and Purpose (continued) After SWOT AnalysisFollowing SWOT analysis, sport organizations must reevaluate their strategies and potentially change direction to ensure alignment between their planning and the environment.
12 Step 2: Develop Strategic Goals and Objectives The development and reassessment of goals and objectives should emanate from ongoing analysis.Clarifying goals and objectives is what sets the manager apart from the caretaker.
13 Setting Company Objectives and Goals BUSINESS OBJECTIVESMARKET GOALSBuild profitable customer relationshipsInvest in researchImprove profitsIncrease market shareCreate local partnershipsIncrease promotion
14 Step 3: a.Develop a Ticket Marketing, Sales, and Service Plan Tickets and spectator attendance are the trunk of the sport business money tree.Marketing of sport organizations should revolve around generating revenue.At this stage in the planning process, sport marketers must segment the market and determine key targets.(continued)
15 Step 3: b. Develop a Marketing Mix Plan The escalator concept.Sport marketers are wise to invest more resources in retaining current customers (and growing their affinity) than in attracting new fans.See figure 2.2.(continued)
17 Recognized and Use of the Five Ps of Marketing The six Ps of (sport) marketing:ProductPricePromotionPeoplePublic RelationsPlace
18 Marketing mixis the set of controllable tactical marketing tools— product, price, place, and promotion—that the firm blends to produce the response it wants in the target market
19 PRICING Pricing Strategy Importance of: knowing the market elasticity keeping an eye on rivals
20 PROMOTIONStrategies to make the consumer aware of the existence of a product or serviceNOT just advertisingActivity: Student Board
21 PLACEThe means by which products and services get from producer to consumer and where they can be accessed by the consumerThe more places to buy the product and the easier it is made to buy it, the better for the business
25 PUBLIC RELATIONPage 315It is the function of communicating an organization’s message externally.1. What are the (7) attributes a PR professional must have?2. What are the (9) skills a PR professional should practice?
26 Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation The marketer must ensure that senior executives will support the plan.Structure follows strategy.Coordinate the five Ps with broad support from the entire organization, top to bottom.Blend the five Ps to build packages valued by the customer.
27 Step 5: Control and Evaluate Implementation of the Plan Analysis, evaluation, and control should be everyday events.Consumer satisfaction = product benefits − costs.
28 Consumer satisfaction = product benefits − costs Consumer satisfaction = product benefits − costs. What are the indicators of consumer satisfaction?Evaluation of :LAVROOROI___________________________
29 Other Issues to Consider: Ethical Principles: Florida State University and the Seminoles (class read bottom of pageSocial Responsibilities:a. labor lawsb. sport lawsc. criminal laws
30 Activity 2.1 The Marketing Planning Process (MPP) For this activity, assume you were just hired as the new director of marketing for the Tulsa Shock. The Shock is a professional basketball team based in Tulsa, Oklahoma, playing in the Women’s National Basketball Association (WNBA). As of 2012, they had never qualified for the WNBA playoffs in their years in Tulsa. The Shock does not share a city with an NBA counterpart.InstructionsBriefly describe the Shock by consulting their website at and by reviewing other relevant web sources.In your new role as director of marketing, answer the following questions:1. How can the Shock convert its threats into opportunities?2. Using SWOT analysis, discuss the opportunities and threats that may apply to Tulsa Shock.3. What information would you want to include when developing a Ticket Marketing Sales and Service plan (TiMSS plan) for the Tulsa Shock? Describe the types of information and explain why you would include it.4. How can the Shock apply the escalator concept to keep ticketholders from defecting and to increase customer satisfaction?