Sport and the
Stage 1—Identification of
Stage 2—Strategy determination
Step 5—Determine core
Marketing and service mixsport
product, pricing, place
(physical evidence, people,
process), customer satisfaction
Step 6—Determine tactics and
implemention, evaluation and
CHAPTER OBJECTIVESChapter 12 considers another critical relationship—the
Internet-sport nexus. The Internet is a powerful
communications medium that has the ability to influence
sport organisations in a variety of ways. This chapter
discusses the Internet in the context of communication.
Initially, an example of the network of relationships that
can be created for sport on the Internet is provided. The
ability of the World Wide Web (WWW) to be assimilated
intoorganisational operationsand inform both internal and
external stakeholders is then demonstrated. The concept of
online communities is subsequently reviewed, as is the
ability of the medium to reach consumers at all stages of
the buyer readiness continuum. In conclusion, the chapter
describes how sporting organisations a re using the Internet
to generate revenue at the action stage of buyer readiness.After studying this chapter you should be able to:
|1. ||Recognise potential web linkages between sport
organisations and their stakeholders.|
|2. ||Comprehend the concept of information technology
|3. ||Understand the importance of community building
through an Internet strategy.|
|4. ||Identify the impact of the Internet at different stages
of buyer readiness.|
|5. ||Identify revenue-generating opportunities via the
|6. ||Understand the overall role of the Internet in|
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Strategic Sport Marketing.
Contributors: David Shilbury - Author, Shayne Quick - Author, Hans Westerbeek - Author.
Publisher: Allen & Unwin.
Place of publication: Crows Nest, N.S.W..
Publication year: 2003.
Page number: 207.
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