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1、Strategic Sport Marketing Management,Strategic Sport Marketing Management,Position the organization or product relative to the competition within the marketplace Develop a vision and mission Conduct a SWOT analysis Develop a data-based information system Establish strategic goals Develop a comprehen
2、sive marketing plan Integrate the marketing plans with resource allocation Implement and evaluate the marketing plan,SWOT analysis of strengths, weaknesses, opportunities, and threats,Contingency Framework for Strategic Sport Marketing,Internal contingencies Organizational vision Organizational miss
3、ion Organizational goals and objectives Organizational strategies Organizational culture,External contingencies Competitiondirect; substitute; indirect Legal and political Technology Cultural and social trends Physical environment Demographics Economy,Strategic Sports Marketing Process,Planning Mark
4、et research Market segmentation, target and niche markets, and positioning (and repositioning) Marketing mixproduct; price; place; promotions,http:/ Sports Marketing Process,Implementing Communication Staffing and skills Coordination Budgetingresource acquisition and allocation Creativity Motivating
5、 and rewarding Marketing information systems and information management,Strategic Sports Marketing Process,Controlling Measuring results Financial and profitability analysis Customer satisfaction Marketing audit,Making Marketing Resource Allocations,Rationalitylinked with the probability of gaining
6、the highest returns at the least cost; is the highest rated by marketers, especially when resources are limited. Distributive justicefairness will be used as basis. Powerthe external and internal influence of others will impact decisions (often based on fans and their support for traditional mens pr
7、ograms and mens revenue-producing teams).,Rationality was the highest rated form. Scarcity of resources influenced the exchange norm used to distribute resources. Prior results influenced the exchange norm utilized to distribute resources. Power relationships predicted which sports received resource
8、s. Rationality did not predict which sports received resources.,Marketers are primarily concerned with maximizing returns rather than being fair. When resources are scarce, marketers are likely to focus on accruing the highest value for the lowest cost. Marketers are more likely to be fair when dist
9、ributing non-monetary resources. Marketers are less likely to distribute marketing resources to programs that have not delivered in the past. The influence of powerful stakeholders tends to shift more resources into mens sports over womens sports. Marketers will seek the highest returns regardless o
10、f the sports gender composition.,Key Findings,Implications,Marketing Resource Allocations,Mens sports receive more monetary and non-monetary marketing resources than do womens sports. High-profile sports receive more monetary and non-monetary marketing resources than do low profile sports. When reso
11、urces are scarce, sport marketers use rationality to justify providing more resources to mens sports that have been successful in the past. Sport marketers use fairness to justify providing more resources to mens or womens sports that have been successful in the past. When resources are abundant, sp
12、ort marketers use distributive justice to justify providing more resources to womens sports. Sport marketers use power to justify giving more resources to mens sports. Sport marketers are less likely to invest marketing resources in programs that have not delivered in the past.,Assume you are the Ma
13、rketing Director of a NCAA Division I institution which sponsors 10 mens teams (football; basketball; baseball; golf; tennis; cross country; indoor track; outdoor track; swimming; wrestling) and 11 womens teams (volleyball; soccer; basketball; softball; golf; tennis; cross country; indoor track; out
14、door track; swimming; rowing). You have a budget of $100,000 to allocate for marketing among these sports. To assist you in making your allocation decisions, please assume the following: Football and mens basketball are the most popular sports and the only revenue-producing sports. For the past five
15、 years, over 50% of the marketing budget has been allocated to football and mens basketball with the goal to sell out the stadium and the arena for home games. Baseball and womens basketball are the only teams that have won conference championships within the past three years. The other teams have w
16、on between 40%-60% of their competitions. Each team in the past has received at least a base budget of $2,000 for marketing even though no measureable results in increased attendance has been achieved at mens and womens golf, mens and womens tennis, mens and womens cross country, indoor track, and o
17、utdoor track, mens and womens swimming, wrestling, volleyball, soccer, softball, and rowing. The institution does not fully comply with Title IX of the Education Amendments of 1972 in that it allocates 46% of its grants-in-aid, 42% of its operating budget, and 37% of its recruiting budget to womens sports. The undergraduate enrollment is 52% female. Develop a marketing resource allocation for monetary and non-monetary resources for the upcoming year based on ? and justify your allocations.,
