shramith05

[shramith05]

E- Portfolio

Entry 1

Types of sports consumers

1. The sporting goods consumers.

These retail consumers purchase sports products including, for example, licensed equipment, apparel, books, magazines, health and nutritional supplements, games, merchandise, memorabilia, and products (Yang et al., 2018). sport-related aspect or purpose, which can range from direct, such as a tennis racket, to indirect, such as a computer game such as Madden NFL.

2. Sports services Consumer

Services or experiences that exclude direct viewing or participation in sports. Sports-related services include education, gambling, specialized training, medical services, and health and recreational activities such as those offered by swimming pools, gyms, and leisure centers.

3. sports participants and volunteers

actively participate in sport as a participant or in unpaid organizational and support functions. This includes all participants in organized school, leisure, and club sports.

4. sports fans, spectators

Active interest in practicing the sport primarily, but not limited to, the elite or professional level. The activities of sports supporters, spectators, and fans include attendance at live sport or viewing sport on television, the Internet, or DVD.

 Internal and external factor

the inner surroundings pertain to the precise instances of the sports activities agency for which the plan changed into developed. Therefore, it's far essential to become aware of the strengths and weaknesses of the sports activity’s agency (Yang et al., 2018). For example, a nearby football membership may be sturdy in phrases of its high-quality network profile and assistance. Obtain from a nearby affiliation that has to get entry to a well-prepared aggressive structure. However, the membership may be financially weak. The outside surroundings pertain to the marketplace wherein a sports activities agency operates. This consists of the instantaneously sports activities enterprise in addition to the countrywide and global context. Indeed, it's far essential to apprehend the outside surroundings when it comes to the enterprise. the character of the opposition and the countrywide and international surroundings in general (Yang et al., 2018). Using the instance of a nearby football membership, an evaluation of the outside surroundings can display that football isn't a famous sport. Sport withinside the region, or that there are restrained authorities assist for its development. These outside elements also can have a sturdy have an impact on the precise strengths and weaknesses of a sports activity’s agency.

Entry 2

Sport marketing objective & marketing mix

To examine the fulfilment of a marketing program, there should be clear information of what it changed into aiming to acquire withinside the first place. They are well worth revisiting now due to the fact they offer the basis for the subsequent step of setting up overall performance measures (Aaron, 2008). Establish overall performance measures to examine whether or not goals had been achieved, it's miles beneficial to connect an overall performance degree to every goal. An overall performance degree is a manual for figuring out whether or not the marketing goal has been achieved (Aaron, 2008). The word degree method a manner of estimating, calculating, or assessing whether or not a goal has been achieved. It typically includes locating a manner to quantify or positioned a number to the goal. The world of sports marketing is changing rapidly, and the way marketing mix and sponsorship are used is constantly subject to new platforms, technologies, and opportunities. Impact on the way sports consumers engage in the marketing process.

Entry 3

 What effect does pricing have on the positioning? How     might price influence a consumer’s perception of a product?

Not only does price affect the profitability of a sports product, but it also gives consumers a strong message about the brand. A simple example is the contrasting prices of general admission tickets and corporate tickets for sporting events. different messages about the kind of experience a consumer can expect. The higher the cost of corporate cash tickets, the more a consumer expects quality, enjoyment, and business networking opportunities great seats, weather protection (and for spectators), and quality food and alcohol (Kwanho et al., 2012). On the flip side, cheaper general admission tickets can lead a consumer to expect average seating, be exposed to the weather, and have the opportunity to mingle with unruly fans (Kwanho et al., 2012). It is one of the key symbols that represents what a consumer should expect. In the case of small price differences, consumers expect only small differences in product quality.

Steps in the strategic pricing process

Entry 4

Why is public relations such a useful tool for sports     organizations with constrained resources?

   Sports organizations need to have good relationships with various groups in the community, including the media, state sports departments, city councils, and even fan clubs. To have a good relationship with these groups, sports organizations need to communicate with them regularly. Public relations play an important role in helping sports organizations identify what information about their products public groups are interested in (Aaron, 2008). This information is intended to improve the sports organization's reputation and cultivate better relationships. Public relations differ from other forms of advertising in that it is free from any sports organization.

  Why should the promotions mix be integrated for best results

The elements of the promotion mix are advertising, in-person sales, sales promotion, and public relations. These elements are called a combination because they are combined. Sports organizations don't just use one promotional element; they use a mix of some or all of them in their promotional strategy. It is important to know that if multiple promotional items are used, they must be designed to complement each other (Aaron, 2008). Ultimately, a promotion strategy must be created so that the various elements of the promotion mix work towards the promotion goals set.

Entry 5

What are the elements in a SWOT analysis?

Strengths ● Resources such as finances, personnel and volunteers ● Competencies (e.g., talents of management, employees and volunteers) ● Advantages (compared to the competition)

 Weaknesses ● Lack of resources (e.g., finances, personnel, volunteers) ● Lack of competencies (e.g., with executives, employees, and volunteers) ● Disadvantages (compared to the competition)

 Opportunities ● Favourable framework conditions in the external environment ● Weak competition

 threats ● Unfavourable framework conditions in the external environment ● Unfavourable trends in the leisure and entertainment sector

 What are the elements of Port’s 5-forces analysis?

a)    Geographical reach in which region or in which location are you active with a focus on the overlap

b)    Mission and vision Do you want to maintain your current market position or do you have the vision of changing your situation? What are your ambitions for the future (Irene & Alec, 2004)

c)    Objectives Market Share and Position Are you a small, medium, or virtual monopoly player?

d)    Strategy Which methods do you use to gain an advantage over?

e)    competition's resources How high are the resources and availability? Target market Who do you market your products and services? Marketing mix approach Which products and services do you offer (Irene & Alec, 2004)

Entry 6

What are the different kinds of market segmentation options?

a)    Demographic (age, Gender, Ethnic background, and Life cycle stage)

b)    Socioeconomic (income, Education, Occupation Social class)

c)    Lifestyle (Psychological Interests, Personality)

d)    Geographic (World Region, Country, Suburb, Physical Weather, Natural Resources)

e)    Product behaviour (How often the product is bought, how much is bought in the situation, A unique product is bought versus repeated purchases)

f)     Advantages (Characteristics of the product sought, Problem solved by the product Social, personal, Performance and health benefits consumer needs)

  How can segmentation be used (approaches) to identify a target market?

 Target marketing is a term sometimes used in sports marketing to refer to how a company selects one or more segments to align or define its marketing mix (Aaron, 2008). Selected segments are like the numbers on a dartboard where marketers aim for a marketing mix, and when the segmentation process is complete, a target market (or segment) should be the result.

Reference

Yang, D., Lu, Y & Sun, Y. (2018). Factors influencing Chinese consumers brand love: evidence from sports brand consumption (vol. 46). ProQuest

Aaron, S. (2008). Sport marketing strategy, Introduction to sport marketing (pp. 81-102). Elsevier.

Kwanho, S., Lee, J & Lichtenstein. (2012). The influence of price presentation order on consumer choice. Sage Journals

Aaron, S. (2008). Sport marketing opportunities, Introduction to sport marketing (pp. 51-80). Elsevier.

Irene, S & Alec. Y. (2004) an analysis of the impact of the internet on completion in the banking industry, using porter’s five forces model (vol. 21). ProQuest.

https://www.flashcardmachine.com/sports-marketing1.html

http://www.msrblog.com/business/marketing-business/define-and-describe-promotion-mix.html

https://www.slideshare.net/dona_sia/kotler-chapter-14-developing-pricing-strategies-and-programs