MKT 828 Lecture Notes - Lecture 2: Marketing Mix, Physical Exercise, Swot Analysis
Document Summary
In sport marketing we use 5 ps: product, promotion, price, place, people. Sports marketing management: developing consistent, marketing-minded strategies. 2 trends identified in the campaign of olympic: social media & digital, cross platform marketing. It"s important as it helps to identify strengths, opportunities, opportunities. & threats in the external environment: second main component is marketing information systems, strategic step 2: clarify strategic mission, goals & objectives, constantly asses assumptions about. How it fits within the organizational mission & values. Also analyzing the core competencies required: strategic step 3: develop the marketing plan, first establish based on steps 1 & 2, who your key market targets are (market segmentation) Why are you going to target a specific group of market (ex. clothing for men in age groups 18-25: the escalation: developing your market. How you develop your market: product development & positioning. The way you position your price & product in the market: the sport marketing mix (5 p"s)
