MKT 828 Lecture Notes - Lecture 1: Raptors 905, Sports Marketing, Toronto Marlies
Document Summary
Consists of numerous things: sponsorship, networking, business, market, digital, finance, strategy. Pitching an idea and marketing strategy to mlse, in which driving avidity for the next generation sport fan, and picking either one of the following: raptors 905, toronto marlies, toronto fc. Traditional sport marketing: baseball field (i. e. , citifield) Traditional sport marketing vs digital sport marketing: tsm: (you look for customers, dsm: (your customers look for you) Digital sport marketing: how do we capture the time and attention of customers, utilization of apps, integration of social platforms. Sport marketing: the sports industry is multi- dimensional, producers, consumers, and multiple intermediaries, traditional goods/services distinctions isn"t overly useful. Who is selling: equipment manufacturers, merchandise manufacturers, organizations, clubs, leagues, athletes, teams broadcasters, rights holders, venues/facilities. Who is buying: companies/sponsors, spectators/fans, athletes/participants, broadcasters, communities, teams. Intangible, subjective, & experiential in nature: perishable (no shelf life per se must pre sell), simultaneously produced & consumed, sport marketer has no control over core product.
