Strategic Sport Marketing

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

9
The sport
promotion mix

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), customer satisfaction

Promotion mix—sales promotion

Step 6—Determine tactics and performance benchmarks

Stage 3-Strategy implemention, evaluation and adjustment


CHAPTER OBJECTIVES
Chapter 9 introduces the sport promotion mix. This chapter provides a model of communication that underpins the communication process and is driven by the AIDA buyer readiness model. The traditional elements of the promotion mix are discussed, including advertising, public relations and publicity, and sales promotion. In addition, elements special and important to sport are added, including sponsorship and promotional licensing. Many of the components of the sport promotion mix are the subject of separate chapters. This chapter introduces these elements and specifically examines the types of promotion and product demand, as well as concentrating on the importance of sales promotion for sport.After studying this chapter you should be able to:
1. Understand the communication process and the buyer readiness model AIDA.
2. Articulate the concepts related to promotion strategy.
3. Recognise the components of the promotion mix.
4. Establish procedures for selecting the correct promotion mix.
5. Develop strategies to determine the applicability of personal selling.
6. Comprehend the importance of the escalator principle.
7. Develop programs and techniques to increase sales.

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