Strategic Sport Marketing

By David Shilbury; Shayne Quick et al. | Go to book overview

7
The place of the
sport facility

Stage 1—Identification of marketing opportunities

Stage 2—Strategy determination

Step 5—Determine core marketing strategy Marketing and service mixsport product, pricing, place (physical evidence, people, process)

Stage 3—Strategy implemention, evaluation and adjustment


CHAPTER OBJECTIVES
Chapter 7 introduces the facility as the most important means by which sport services are distributed. Place as an element of the marketing mix is discussed in terms of preparing for and delivering quality service to visitors to the facility. Where to focus attention in relation to preparation for the sporting contest (planning and physical evidence) and actual delivery (people and process) are the central concepts discussed in this chapter. The practice of blueprinting is introduced to assist in this analysis. The chapter also examines different channels of distribution in sport.After studying this chapter you should be able to:
1. Identify the critical elements of the sportscape model.
2. Identify and apply the four variable components of place.
3. Create a blueprint of how a sport product is delivered.
4. Identify the marketing channels through which sport products can be delivered.

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