Professional Documents
Culture Documents
Fundamentals of Sport Marketing
Fundamentals of Sport Marketing
Fundamentals of Sport Marketing
of Sport Marketing
Auxiliary Materials
Chapter 1
• sports equipment
-e.g., safety codes differ between countries
International Marketing Structure
• The
structure of international marketing in
contrast to that of domestic sport enterprises
contains more similarities than differences.
Consumer
Competition
Company
Climate
The Four Cs: Consumer,
Competitor, Company, and
Climate
Knowledge of your
consumers will guide
you and your sport
business in making
important decisions
about product, price,
distribution, and
promotion.
The climate and its factors that
affect sport marketing strategies
Climate
Sport businesses must be aware of the climate in
which they operate. For example, the corporate
practice of establishing plants in foreign countries
to take advantage of the relatively low wages has
faced heavy criticism by Americans who object to
exporting American jobs and to condoning poor
and inhumane working conditions in under-
developed countries. Business practices should not
be undertaken without considering their potential
effects on other aspects of the business.
Segmenting, Targeting, and Positioning
Segmenting, also called segmentation, is
differentiating groups of consumers based on unique
characteristics.
Product
Price
Place
Promotion
The sport business must study the consumer and
the competition in order to move its product into
line with current trends, wants, and needs.
Promotional Methods
Direct-mail advertising
Radio and television advertising
Local newspaper or nationally circulated
Magazine advertising
Billboards advertising
Special limited-time sales
Special financing
2. What is marketing?