Strategic Sport Marketing

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

5
The sport
product

Stage 1—Identification of marketing opportunities

Stage 2—Strategy determination

Step 5—Determine core marketing strategy Marketing and service mixsport product

Stage 3—Strategy implemention, evaluation and adjustment


CHAPTER OBJECTIVES
Chapter 5 introduces the first variable in the marketing mix: the sport product. This chapter also moves to Stage 2 ofthestrategicsport-marketing planning process(SSMPP): strategy determination. During this stage, marketing mix variables are reviewed and combined in such a way as to determine the core marketing strategy. It is first important to identify and understand the product and its attributes. Key tools to assist in determining the core marketing strategy are introduced, including perceptual mapping and product life cycle.After studying this chapter you should be able to:
1. Identify the difference between core and product extensions in sport.
2. Describe the characteristics of a service.
3. Understand why sport is classified as a service product.
4. Identify the dimensions of quality service.
5. Understand the strategic importance of product positioning.
6. Understand the strategic significance of the product life cycle.

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