MKT 828 Lecture 8: Putting It All Together
6 Dec 2017
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Document Summary
Each element of the marketing mix can be addressed individually. Yet these elements clearly have a simultaneous cross effect on the consumer. This effect can be assessed with the use of a cross effect matrix. Effect of product and price is more accurately the effect of price on product. Is the most visible and most readily communicated variable of the marketing mix. More often that not, consumers are balancing product and price in their minds as they consider purchasing a sport product. Sport consumers develop perceptions of the place in which an event occurs, namely a facility image. Products define appropriate formats and media for promotions. Sport marketers must use the right promotional medium for the right product. Public relations has an effect on product image and position. Sport marketers do not have control of the media"s message as they do with advertising. Perceptions are difficult to change even with proactive public relation strategies.
