Strategic Sport Marketing

By David Shilbury; Shayne Quick et al. | Go to book overview
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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, advertising, television, Internet, sponsorship, public relations and publicity, licensing

Step 6—Determine tactics and performance benchmarks

Stage 3—Strategy implemention, evaluation and adjustment

Chapter 16 deals with promotional licensing as an element of the sport promotion mix. Promotional licensing involves developing a relationship between a licensor and licensee with respect to the right to use the name or logo of the sporting organisation. Terms such as licensor, licensee, royalty and trademark are introduced in this chapter. Related issues, including the role of licensing in raising revenues and branding, are also discussed.After studying this chapter you should be able to:
1. Understand the importance of the (registered) trademark.
2. Identify the different steps in building a sport licensing program.
3. Identify licensor and licensee goals.
4. Describe the central role of branding in the sport licensing program.


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Strategic Sport Marketing


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