lecture 1 - marketing for sport and leisure module intro Flashcards
(25 cards)
what can we market?
people
places
events
events
causes
ideas
organisations - profit/non-profit
industries
what is marketing? (UK chartered institute of marketing (2017))
“The management process which identifies, anticipates and supplies customer requirements efficiently and profitably”
what is marketing? (American Marketing Association (2017))
marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large
what is a market?
where goods and services are sold e.g. online clothing market
how can companies deliver value to customers?
- price value (e.g. sports direct)
- performance value (e.g. nike)
- emotional value (e.g. man U)
- relational value (e.g. service quality)
what costs must customers incur?
- financial costs (money for replica shirts)
- social costs (pollution from manufacturing)
- temporal costs (time queuing for match tickets)
- psychological costs (new alternatives)
what is the marketing concept?
the achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition
how is the marketing concept achieved through customer orientation?
corporate activities focused upon providing customer satisfaction
how is the marketing concept achieved through integrated effort?
all staff accept the responsibility for creating customer satisfaction
how is the marketing concept achieved through goal achievement?
the belief that corporate goals can be achieved through customer satisfaction
what is marketing orientation?
the organisation-wide implementation of the marketing concept
how is marketing orientation achieved through customer orientation?
corporate activities focused upon providing customer satisfaction
how is marketing orientation achieved through competitor orientation?
awareness of the activities, strengths and weaknesses of rivals
how is marketing orientation achieved through inter-functional coordination?
where are the departments are focused on creating customer value
who are the internal stakeholders in marketing?
employees
managers
who are the connected stakeholders in marketing?
distributors
shareholders
customers
suppliers
financiers
retailers
who are the external stakeholders in marketing?
government
press/media
pressure groups
local communities
professional bodies
society
what is the marketing mix?
useful marketing tool for identifying the right balance for a brands product/service offering to ensure that the business sells the right product, at the right price, in the
whats are the 7P’s in the marketing mix
product
promotion
price
place
people
process
physical evidence
what is sports marketing?
(Mullin, Hurdy & Sutton (2014))
Sports marketing is the rational, coherent system that helps link sport consumers with sport products
what is sports marketing?
(G.D. Crain Jr. (1930))
Sports marketing is the activities of consumers, industrial products and communication people who increasingly use sport as a communication tool
what is sports marketing?
It is a powerful tool that is successfully used to promote not only sports, e.g. football and hockey teams, boxers but also works in various business sectors
what is marketing OF sport?
initiatives aimed at bringing a sport product closer to end consumers has to do with the operators of sports businesses and organisers of events, leagues, championships, and so on.
what is marketing THROUGH sport?
This involves players who use sport as a booster to grow a business that is not directly connected to sports.
