Strategic Sport Marketing

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

12
Sport and the
Internet

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

Step 6—Determine tactics and performance benchmarks

Stage 3-Strategy implemention, evaluation and adjustment

Daniel Evans
CHAPTER OBJECTIVES
Chapter 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 (IT) assimilation.
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 Internet.
6. Understand the overall role of the Internet in

organisational communication.

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