MKT 828 Lecture Notes - Lecture 4: Sports Marketing, Global Marketing, Brand Management
23 Oct 2017
School
Department
Course
Professor
Document Summary
Sports marketing consists of all activities designed to meet the needs and wants of sports consumers through exchange. Has developed two major thrusts: the marketing of sport products and services directly to consumers of sport, the marketing of other consumer and industrial products or services using partnerships and promotions with sports properties. Any bundle or combination of qualities and capabilities that a consumer expects will deliver want satisfaction. Sports marketers must understand why consumers make consumption decisions. Many sport organizations simultaneously compete and cooperate. Sport has an almost universal appeal and pervades all elements of life. Pricing the individual sport product unit by traditional job costing is difficult. The price of the sport product itself is invariably quite small in comparison with the total cost paid by the consumer. Indirect revenues are frequently greater than direct operating revenues. Widespread media exposure is a double edged sword.
