APA 2134 Lecture Notes - Lecture 4: Lebron James, Swot Analysis, Sales Promotion

• School: University of Ottawa
• Department: Human Kinetics
• Course: APA 2134
• Professor: Michael Dottori

Document Summary

It is the process of designing and implementing activities for the production, pricing, promotion and distribution of a sport product to satisfy the needs or desires of consumers and to achieve the (cid:272)o(cid:373)pa(cid:374)(cid:455)"s o(cid:271)je(cid:272)ti(cid:448)es. Comes down to 1 action: creating demand. Includes the marketing of: products, services & experiences, entities. As a p(cid:396)o(cid:272)ess of desig(cid:374)i(cid:374)g a(cid:374)d i(cid:373)ple(cid:373)e(cid:374)ti(cid:374)g a(cid:272)ti(cid:448)ities, (cid:373)a(cid:396)keti(cid:374)g de(cid:373)a(cid:374)ds a (cid:272)lea(cid:396) u(cid:374)de(cid:396)sta(cid:374)di(cid:374)g of a (cid:272)o(cid:373)pa(cid:374)(cid:455)"s mission, the (cid:272)o(cid:373)pa(cid:374)(cid:455)"s u(cid:374)(cid:272)o(cid:374)t(cid:396)olla(cid:271)le e(cid:454)te(cid:396)(cid:374)al e(cid:374)(cid:448)i(cid:396)o(cid:374)(cid:373)e(cid:374)t (cid:894)(cid:373)ajo(cid:396)it(cid:455) of the cs(cid:895), (cid:272)o(cid:374)t(cid:396)olla(cid:271)le (cid:448)a(cid:396)ia(cid:271)les (cid:894)4ps(cid:895) and strategies. Marketing of sport: spectator sports (tickets to match, tv, participants (fitness membership, master games, tangible sport products (apparel, equipment, shoes) Marketing through sport products: marketing other consumer and/or in products through sport promotion, us sport as a marketing platform. In sport, the point is to make fans, not consumers. Building a fan base not a consumer base. What the marketers needs to study to make decisions and develop strategies. Consumer: (knowing and understanding existing and new consumers)