Introduction to Sport Marketing. Lecture 5: Sport Marketing Strategy

Size: px
Start display at page:

Download "Introduction to Sport Marketing. Lecture 5: Sport Marketing Strategy"

Transcription

1 Introduction to Sport Marketing Lecture 5: Sport Marketing Strategy

2 Lecture 5. Overview Discuss the process of developing a strategic marketing direction. Identify the main considerations when developing strategic marketing objectives. Outline the factors critical to setting performance measures. Describe the importance of determining a core marketing strategy. Define the terms market positioning and market segmentation. Discuss the importance of market segmentation. Identify the main approaches to market segmentation. Describe the process and importance of market positioning. Outline the major elements of the marketing mix.

3 Stage 2: Develop a Sport Marketing Strategy

4 Principle 5.1: The second stage of the Sport Marketing Framework is to develop a sport marketing strategy. Developing a sport marketing strategy requires two steps: 1) to develop a strategic marketing direction 2) to develop a sport marketing position

5 Principle 5.2: Developing a strategic marketing direction involves setting marketing objectives and performance measures.

6 Marketing Objectives An objective is an aim or goal A marketing objective is a goal that a sport organization may realistically achieve as the result of its marketing strategy Objectives will guide all of the coming stages of the Sport Marketing Framework Case: Guardian Newspaper and Euro 2004

7 Four Categories of Objectives There are four categories of marketing objectives that sport organizations may pursue: 1) participation 2) performance 3) promotion 4) profit

8 Examples of the Four Sport Marketing Objectives

9 Writing Good Marketing Objectives

10 Tool 5.1: Marketing Objectives. A marketing objective is a goal that a sport organization wants to achieve as the result of its marketing strategy. There are four categories of marketing objectives that sport organizations may pursue: 1) participation 2) performance 3) promotion 4) profit All marketing objectives should be: consistent with organizational objectives realistic action-oriented narrowed down and ranked documented clear and specific measurable time focused

11 Performance Measures The word measure refers to a way of estimating or calculating whether an objective has been achieved It involves finding a way to quantify or put a number to an objective They make it easy to determine whether an objective has been reached or not

12 Examples of Performance Measures

13 Tool 5.2: Performance Measures. Performance measures quantify or put numbers to objectives in terms of magnitude and time so that their specific achievement is transparent. A measure is a way of estimating, calculating or assessing whether an objective has been achieved. It usually involves finding a way to quantify or put a number to an objective.

14 The second step in developing sport marketing strategy

15 Developing a Sport Marketing Position Involves four steps

16 Principle 5.3: The second step in developing sport marketing strategy is to develop a sport marketing strategy. Developing a sport marketing strategy involves four steps: Step 1 and 2: conducting market segmentation Step 3: developing market positioning (to differentiate from competitors) Step 4: devising the marketing mix

17 Why Do We Need to Segment? Not all sport consumers are the same. Different people are motivated to consume sport for different reasons. Different sports or events will attract different kinds of consumers (e.g. Formula One motor racing versus synchronised swimming). Sport marketers must understand who their current and future potential consumers are By segmenting it is possible to use limited marketing resources more effectively.

18 What is Market Segmentation? Segmentation is the process of categorising groups of consumers together, based on their similar needs or wants. A market is the total group of potential consumers for a product. A market can include retailers, businesses, government, media and individuals. Market segmentation involves breaking down this total market into smaller groups based on something that the consumers have in common (e.g. age, gender, interests or needs). Once a segment is selected, the organisation can customise its product and marketing strategies to meet their specific needs.

19 The Process of segmentation Market segmentation involves two parts.

20 Categories of Segmentation There are six ways of grouping consumers together for segmentation Case: Nike

21 Demographic Segmentation The most common form of segmentation in sport marketing. Variables include age, gender, ethnic background and what stage of their working life-cycle a consumer occupies. There are also categories such as: married without children, same-sex couples, single parents, blended families, and the separated or divorced. These factors can make a difference to how, when and why consumers spend money on sport products. For example: A single, working adult may have more income to spend on high profile sport events than a young parent. The major national soccer leagues in Australia and the United States possess a strong ethnic fan base.

22 Socio-Economic Segmentation Refers to social or economic circumstances, such as income, level of education achieved, and occupation. How much money a consumer earns is likely to influence their buying behaviour. A family living on a tight budget is unlikely to buy box seats to a football match. Some sports have been associated with certain social class segments. Football is traditionally seen as a working class game, golf and tennis as middle class activities, and polo and yachting as sports of the rich. A person s education, income and occupation are often strongly related.

23 Lifestyle (psychographic) Segmentation Refer to consumers day-to-day routines and general way of life. Lifestyle can be influenced by personality, interests, activities and opinions.

24 Geographic Segmentation Segmenting according to geographical residence. Segments might include local (like a suburb or state/county/province), national, and international regions. The environment, climate and natural resources in a region can also provide the basis for segmentation. The high mountains in Switzerland mean that there is a large variety of snow sports available to residents (and tourists of course), whilst the beaches in Thailand provide plenty of opportunity for warm water sports.

25 Product Behaviour Segmentation Segmenting on the basis of their buying behaviour, such as: how much/how often consumers buy sport products situations in which they buy them degree of loyalty to sport brands Loyal fans are more likely to repeatedly buy tickets, memberships and memorabilia. Consumers who are interested in sport as a social outlet will buy in situations where their friends are involved. Consumers who sign up for season tickets are buying sport on a heavy usage basis. Those who rarely attend are light users in comparison.

26 Benefits Segmentation Based on the similar benefits consumers seek from using a sport product. Different sport products offer different advantages (e.g. social, personal, performance or health benefits). Consumers that are interested in one aspect of a brand s features or benefits can be grouped together. e.g. consumers who attend a gym could be grouped according to their needs that are being met, such as fitness, entertainment or belonging.

27 Ways of Using Segmentation There are three main approaches: focused segmentation multiple segmentation undifferentiated segmentation Focused segmentation when only one segment is chosen Multiple segmentation the selection of more than one segment Undifferentiated segmentation when no segment is chosen, and the total market is seen as a single consumer group

28 The Three Approaches to Segmentation

29 Focused Segmentation Select one of the market segments and develop one marketing mix for it. Sometimes called niche marketing, or concentrated segmentation. Advantages: marketing mix can be highly specialised marketing mix can be tailored to segment s needs all resources can be focused on the single segment more cost effective Disadvantages: risky if the segment turns out to be too small segment could shrink over time vulnerable to competition

30 Multiple Segmentation Choosing more than one segment, and developing a separate marketing mix for each one. Not all the elements of the marketing mix need to be changed for each market segment. Advantages spreads risk of one segment being too small reduces risk of one segment shrinking in size Limits problem of one segment being a poor choice Disadvantages can be expensive takes money, time and resources to create a new marketing mix for each segment It is wise to limit the number of segments chosen.

31 Undifferentiated Segmentation The total market is considered the group of potential consumers. One marketing mix is developed for all consumers. Sometimes called mass marketing. Useful if the process of segmentation reveals little difference between segments in the market. Advantages can be resource effective requires the development of only one marketing mix Disadvantages It is harder to stand out from competitors

32 Considerations When Segmenting The segment(s) must be big enough to justify the effort. The segment(s) must be different enough from one another. Consider how easy it will be to reach the chosen segment: Is there a way to communicate with them? Is there a way of getting the sport product to them? Consider the resources available to develop the marketing mix. Consider how much is known about the consumers: If little is known, multiple segmentation may not be possible. Consider the level of competition in the market: If there is little competition, an undifferentiated approach might be satisfactory and cost less. In a market with fierce competition, multiple segmentation or concentrated segmentation would be helpful.

33 Tool 5.3: Market Segmentation. Market segmentation describes the process of categorising groups or segments of consumers together, based on similar needs or wants. Three approaches to segmentation are: focused, multiple and undifferentiated Effective segmentation requires: the chosen segment(s) to be big enough the chosen segment(s) to be different enough consideration of how the segment can be reached consideration of how much is known about the consumers awareness of the level of competition Case: Japanese Baseball

34 Market Positioning and Differentiation After the target market has been identified, a positioning strategy must be devised for use with each segment.

35 Market Positioning How a sport brand is perceived by consumers relative to its competitors. luxury versus basic high quality versus value-for-money conservative versus exciting Consumers will compare a product with others in the market, and put it into a position in their minds. Case: MLS

36 Differentiation Successful market positioning results in a differentiated sport brand or product. A differentiated sport brand or product stands out from the rest. Case: Vodafone

37 Positioning Tactics Different tactics will create different perceptions in the minds of consumers. A positioning tactic is connected with branding, where it is reinforced, amplified and extended. Tactics include: product features product benefits specific product use product user price and quality against competitor product class Hybrid positioning

38 Examples of Positioning Tactics

39 Examples of Positioning Tactics (continued)

40 Tool 5.4: Market Positioning. Market positioning is the process of attributing a sport brand or product a distinctive value or set of features for each target market segment compared to its competitors. The outcome of market positioning should be a differentiated sport brand or product. There are eight tactics of market positioning that a sport marketer might consider: Product features Product benefits Specific product use Product user Price and quality Against competitor Product class Hybrid positioning

41 Develop a Marketing Mix The final step in developing a marketing strategy is to develop a marketing mix for each segment.

42 The Marketing Mix A set of strategies and activities that cover product, price, promotion and place. Commonly referred to as The Four Ps. The word mix means they should be coordinated together. Sponsorship and services are also marketing mix strategies.

43 Examples of the Four P s

44 Product Can refer to goods physical, manufactured items. Can refer to services activities, entertainment, experiences. Can refer to ideas and benefits offered to consumers lifestyles, social groups, belief system. Includes design, packaging and merchandise The sport product is addressed in lecture 6. Sport services are considered in lecture 11.

45 Price The cost a consumer must pay to receive a product or service. Usually thought of as the literal cost in monetary terms. A pricing strategy must consider pricing goals and match them to pricing techniques. Devising a pricing approach is considered in lecture seven.

46 Place (distribution) Where consumers access the sport product or service. The way a product is made available to consumers. Physical goods distribution: retailers, wholesalers, Internet, mail-order, manufacturers, ebay. Services distribution: pay TV, cable TV, free-to-air, media, local competitions, sports health practitioners. Place also includes different ways of getting tickets for a game or event, and decisions about where to locate sport facilities. Place is considered in lecture eight.

47 Promotion Communicating with consumers. Getting a message across to the marketplace. Promotion includes: Advertising Sponsorship Signage Exhibitions Sales promotions Personal selling Publicity Promotion is examined in lectures 9 & 10.

48 Principles Summary Principle 5.1: The second stage of the Sport Marketing Framework is to develop a sport marketing strategy. This requires two steps: a) to develop a strategic marketing direction; and b) to develop a sport marketing position. Principle 5.2: Developing a strategic marketing direction involves setting marketing objectives and performance measures. Principle 5.3: Developing a sport marketing position involves four steps: market segmentation (steps 1 and 2), market positioning tactics (step 3), and devising the marketing mix (step 4).

49 Tools Summary Tool 5.1: Marketing Objectives Tool 5.2: Performance Measures Tool 5.3: Market Segmentation Tool 5.4: Market Positioning

Market Segmentation, Targeting, and Positioning. Leonard Walletzký

Market Segmentation, Targeting, and Positioning. Leonard Walletzký Market Segmentation, Targeting, and Positioning Leonard Walletzký 5C STP Marketing Mix Marketing framework Customer Company Context Collaborators Competitors Segmentation Targeting Positioning 4P 7P 4C

More information

Segmentation, Targeting, and Positioning

Segmentation, Targeting, and Positioning Segmentation, Targeting, and Positioning What We Learn? Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for segmenting

More information

Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers

Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers Customer-Driven Marketing Strategy: Creating Value for Target Customers Market Segmentation Market Targeting Topic

More information

Trier 5. Segmentation and positioning

Trier 5. Segmentation and positioning Trier 5 Segmentation and positioning Previewing concepts (1) Define the steps in designing a customerdriven marketing strategy: market segmentation, market targeting, differentiation, and positioning (STP)

More information

SPORT MARKETING MIX STRATEGIES

SPORT MARKETING MIX STRATEGIES Alexandru Lucian MIHAI Faculty: Marketing, Academy of Economic Studies, Bucharest, Romania SPORT MARKETING MIX STRATEGIES Keywords Sport marketing Marketing mix Market position JEL Classification M31 Abstract

More information

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,

More information

7096 TRAVEL AND TOURISM

7096 TRAVEL AND TOURISM CAMBRIDGE INTERNATIONAL EXAMINATIONS Cambridge Ordinary Level MARK SCHEME for the October/November 2014 series 7096 TRAVEL AND TOURISM 7096/23 Paper 2 (Alternative to Coursework), maximum raw mark 100

More information

SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.

SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions. Foundations of Marketing: B1072: 2012/13 Exam Paper This examination is in TWO sections. SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.

More information

Marketing Plan Template

Marketing Plan Template 1. Executive Summary (Done Last) Marketing Plan Template Keep in mind that not everyone will read every page of your marketing plan. Your executive summary should highlight the most important parts. It

More information

Bingo glossary marketing mix

Bingo glossary marketing mix Bingo glossary marketing mix The management process which identifies customer wants, anticipates their future wants and then goes about satisfying them profitably. Where the market has been divided up

More information

Market Segmentation and Product Differentiation. What is Market Segmentation? Market Segmentation. Lectures in Marketing 2003 Dr.

Market Segmentation and Product Differentiation. What is Market Segmentation? Market Segmentation. Lectures in Marketing 2003 Dr. Segmentation and Product Differentiation Lectures in ing 2003 Dr. Richard Sjolander What is Segmentation? Consumers purchase products and services for the perceived satisfactions they can derive from their

More information

SPOrTrONS SPORTS VENUE ADVERTISING & MARKETING SEASONAL PROGRAM. Introduces

SPOrTrONS SPORTS VENUE ADVERTISING & MARKETING SEASONAL PROGRAM. Introduces SPOrTrONS Introduces SPORTS VENUE ADVERTISING & MARKETING SEASONAL PROGRAM THE POWER OF SPORTRONS SPORTRONS is a full service creative marketing agency that assists both Advertising Brands and Sports/Entertainment

More information

Strategies for Marketing, Sales, and Promotion

Strategies for Marketing, Sales, and Promotion Introduction to e-commerce Strategies for Marketing, Sales, and Promotion Objectives In this chapter, you will learn about: When to use product-based and customer-based marketing strategies Communicating

More information

MARKETING SUMMARY Chapter 7 Target Marketing Strategies and CRM

MARKETING SUMMARY Chapter 7 Target Marketing Strategies and CRM MARKETING SUMMARY Chapter 7 Target Marketing Strategies and CRM TARGET MARKETING STRATEGY: SELECT AND ENTER A MARKET Market fragmentation: The creation of many consumer groups due to a diversity of distinct

More information

Barco Marketing Case Analysis

Barco Marketing Case Analysis Barco Marketing Case Analysis I. Position Statement: Over the past few months, many events have led Barco Projection Systems to be confronted with an important decision: Barco needs to continue its development

More information

Market Segmentation. Chapter 8 Segmenting and Targeting Markets. Learning Outcomes. Learning Outcomes. Market Segmentation. A Market Is...

Market Segmentation. Chapter 8 Segmenting and Targeting Markets. Learning Outcomes. Learning Outcomes. Market Segmentation. A Market Is... Learning Outcomes Segmenting and Targeting Markets CHAPTER 8 Designed by Eric Brengle B-books, Ltd. Marketing 10 Lamb, Hair, McDaniel Prepared by Amit Shah Frostburg State University LO I LO 2 LO 3 Describe

More information

Chapter 2 Market Structure, Types and Segmentation

Chapter 2 Market Structure, Types and Segmentation Market Structure There are a variety of differing market structures which are separated by the levels of competition that exist within each market and the market conditions in which the businesses operate.

More information

CHAPTER THREE Market Segmentation and Strategic Targeting

CHAPTER THREE Market Segmentation and Strategic Targeting CHAPTER THREE Market Segmentation and Strategic Targeting Copyright 2010 Pearson Education, Inc. Learning Objectives 1. To Understand Why Market Segmentation Is Essential. 2. To Understand the Criteria

More information

Master in Marketing and Communication. Module 7. Segmentation, Targeting, Differentiation and Positioning. Lecture 7- slide 1

Master in Marketing and Communication. Module 7. Segmentation, Targeting, Differentiation and Positioning. Lecture 7- slide 1 Master in Marketing and Communication Module 7 Segmentation, Targeting, Differentiation and Positioning. Lecture 7- slide 1 Customer-Driven Marketing Strategy: Creating Value for Target Customers Topic

More information

RELEVANT TO FOUNDATION LEVEL PAPER FAB / ACCA QUALIFICATION PAPER F1

RELEVANT TO FOUNDATION LEVEL PAPER FAB / ACCA QUALIFICATION PAPER F1 RELEVANT TO FOUNDATION LEVEL PAPER FAB / ACCA QUALIFICATION PAPER F1 The role of marketing Section B2(e) of the Paper FAB Study Guide states that candidates should be able to describe the roles and functions

More information

CRM have on your club? Stuart Dalrymple

CRM have on your club? Stuart Dalrymple What impact can CRM have on your club? Stuart Dalrymple Stuart Dalrymple Career Summary Founder & Managing Director: Goodform Ltd 2002 Marketing Director: Newcastle Utd FC Marketing Director: Warwickshire

More information

Marketing (Marketing Principles)

Marketing (Marketing Principles) Marketing (Marketing Principles) Main Aim(s) of the Unit: To provide students with a foundation for the analysis of marketing within organizations including decision making processes, segmentation, the

More information

FITNESS INDUSTRY MANAGEMENT Manage the marketing of fitness services and products

FITNESS INDUSTRY MANAGEMENT Manage the marketing of fitness services and products 1 of 9 level: 5 credit: 5 planned review date: December 2002 sub-field: purpose: entry information: accreditation option: moderation option: Fitness People credited with this unit standard are able to:

More information

Strategic Brand Management Building, Measuring and Managing Brand Equity

Strategic Brand Management Building, Measuring and Managing Brand Equity Strategic Brand Management Building, Measuring and Managing Brand Equity Part 1 Opening Perspectives 开 放 视 觉 Chapter 1 Brands and Brand Management ------------------------------------------------------------------------

More information

Exploratory Research & Beyond

Exploratory Research & Beyond Exploratory Research & Beyond Session Objective Primary versus Secondary Primary : Qualitative versus Quantitative Research Types of Exploratory Research Dr. Paurav Shukla 2 A Comparison of Primary & Secondary

More information

Planning the Promotion. Advertising and Sales Promotion. Public Relations and Personal Selling

Planning the Promotion. Advertising and Sales Promotion. Public Relations and Personal Selling Planning the Promotion Advertising and Sales Promotion Public Relations and Personal Selling 2 Chapter Objectives Define event marketing. Explain promotion and the promotional mix in sports marketing.

More information

Marketing Planning How to Identify a Target Market and Prepare a Customer Profile

Marketing Planning How to Identify a Target Market and Prepare a Customer Profile Marketing Planning How to Identify a Target Market and Prepare a Customer Profile 1. What You Should Know Before Getting Started In order to market your product or service, it is imperative that you tailor

More information

EXAMINING DIRECT & INTERACTIVE MARKETING APPLICATIONS IN A VARIETY OF SECTORS

EXAMINING DIRECT & INTERACTIVE MARKETING APPLICATIONS IN A VARIETY OF SECTORS 1 CHAPTER 14-2E EXAMINING DIRECT & INTERACTIVE MARKETING APPLICATIONS IN A VARIETY OF SECTORS Summary The applications of direct and interactive marketing are almost endless. This chapter has explored

More information

Baseline Assessment Sports Marketing

Baseline Assessment Sports Marketing Name Date Baseline Assessment Sports Marketing Directions: Read each question below and select the best answer. 1. A branding strategy that combines one or more brands to increase customer loyalty and

More information

HOW TO... Market your orchestra or classical music ensemble

HOW TO... Market your orchestra or classical music ensemble HOW TO... Market your orchestra or classical music ensemble By Trudy Johnston, Director, Vim and Zest The essence of marketing The planning, implementation and analysis of any activity to promote or maintain

More information

Marketing strategy questionnaire

Marketing strategy questionnaire Marketing strategy questionnaire Prepared by: Date: Purpose Use this template to capture the key information that you need to develop a thorough marketing strategy. Then use the information that you collect,

More information

Industries. Industry Standards

Industries. Industry Standards Industries Industry Standards Review: Top Domestic Grossing Films of All Time: Gone With the Wind (1939) Star Wars: Episode IV A New Hope (1977) The Sound of Music (1965) E.T. (1982) Titanic (1997) The

More information

MARK 3323 - IMC Dr. Freling EXAM II REVIEW

MARK 3323 - IMC Dr. Freling EXAM II REVIEW MARK 3323 - IMC Dr. Freling EXAM II REVIEW Chapter 5 Advertising, Integrated Brand Promotion, & Consumer Behavior Chapter 6 Market Segmentation, Positioning, and the Value Proposition Chapter 7 Advertising

More information

Topic 1.1.2: Influences on your healthy, active lifestyle

Topic 1.1.2: Influences on your healthy, active lifestyle Section 1.1: Healthy, active lifestyle Topic 1.1.2: Influences on your healthy, active lifestyle Sport in Context Many things can influence people to become involved in sport, such as friends, family or

More information

Marketing Management

Marketing Management Marketing Management Theocharis Katranis Fall Semester 2014 1 Today s Lecture 1. We will discuss the competitive forces in a market 2. We will identify and analyse competitors 3. We will elaborate different

More information

Effective Marketing Solutions for your Small Business

Effective Marketing Solutions for your Small Business COMMUNITY TECHNOLOGY CENTER PASSAIC COUNTY COMMUNITY COLLEGE Teacher: Lucia Gheorghiu Effective Marketing Solutions for your Small Business Ideas for Today and Tomorrow Dr. Lucia Gheorghiu 1 Effective

More information

CE Entrepreneurship Market Segmentation

CE Entrepreneurship Market Segmentation CE Entrepreneurship Market Segmentation What is market segmentation? To say we will market our product to the general public is a bold statement. It is a very general statement and may be impossible to

More information

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is Marketing for Growth Wayne Brass Art Mahoney Bill McKown Heather Bender the combination of varying methods and strategies to get your product or service into the minds and hands of prospective buyers.

More information

Market Research. Objectives. Basics of Marketing Research Identifying Your Customer Marketing Research Tools 12/7/2015

Market Research. Objectives. Basics of Marketing Research Identifying Your Customer Marketing Research Tools 12/7/2015 Market Research Shannon Dill Extension Educator University of Maryland Talbot County 410 822 1244 sdill@umd.edu Objectives Basics of Marketing Research Identifying Your Customer Marketing Research Tools

More information

EVALUATION AND MEASUREMENT IN MARKETING: TRENDS AND CHALLENGES

EVALUATION AND MEASUREMENT IN MARKETING: TRENDS AND CHALLENGES EVALUATION AND MEASUREMENT IN MARKETING: TRENDS AND CHALLENGES Georgine Fogel, Salem International University INTRODUCTION Measurement, evaluation, and effectiveness have become increasingly important

More information

Agricultural Marketing. Direct Marketing Strategies and Opportunities. Commodity or Niche? MARKETS DEFINED

Agricultural Marketing. Direct Marketing Strategies and Opportunities. Commodity or Niche? MARKETS DEFINED Direct Marketing Strategies and Opportunities Mykel Taylor Assistant Professor Dept. of Agricultural Economics NCKS Commercial Enterprises Conference February 25, 2012 Agricultural Marketing Commodity

More information

Marketing the benefits of your energy efficient business. Gill Hutchinson, Federation of Small Businesses

Marketing the benefits of your energy efficient business. Gill Hutchinson, Federation of Small Businesses Marketing the benefits of your energy efficient business Gill Hutchinson, Federation of Small Businesses Marketing - what s it all about? Some Definitions Marketing (n) A loose assortment of fluffy activities

More information

Course Outline. BUSN 5050/1-3 Marketing Management (3,0,0)

Course Outline. BUSN 5050/1-3 Marketing Management (3,0,0) Course Outline Department of Marketing, International Business, Entrepreneurship School of Business and Economics BUSN 5050/1-3 Marketing Management (3,0,0) Calendar Description Students examine the key

More information

BRAND POSITIONING. Page I. Definition of Positioning 14. II. Importance of Positioning 14. III. Elements of the Positioning Statement 15

BRAND POSITIONING. Page I. Definition of Positioning 14. II. Importance of Positioning 14. III. Elements of the Positioning Statement 15 BRAND POSITIONING Page I. Definition of Positioning 14 II. Importance of Positioning 14 III. Elements of the Positioning Statement 15 A. Market Target 15 B. Frame Reference 16 C. Meaningful Point of Difference

More information

How to Measure a Loyalty Programme s Return on Investment. Managing information and transactions securely

How to Measure a Loyalty Programme s Return on Investment. Managing information and transactions securely How to Measure a Loyalty Programme s Return on Investment Managing information and transactions securely Introduction Successful programmes have longevity because the overall benefits clearly justify the

More information

MODULE TITLE: Foundations of Marketing

MODULE TITLE: Foundations of Marketing SCHOOL OF ARTS, SOCIAL SCIENCES AND MANAGEMENT DIVISION OF BUSINESS, ENTERPRISE AND MANAGEMENT LEVEL 1 DIET 1 MODULE CODE: B1072 MODULE TITLE: Foundations of Marketing DATE: 16/12/2014 WRITING TIME: 2

More information

Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives.

Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives. Chapter 8 Selling With a Strategy Strategy Defined A strategy is a to assemble your resources Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives. In selling, an

More information

Identifying Market Segments and Targets

Identifying Market Segments and Targets Chapter 7 Identifying Segments and Targets 7-1 ing Management Process 1. Situation Analysis Customer Analysis Competitor Analysis Company Analysis 2. Establish Strategic Direction Segmentation and Targeting

More information

Multiple Category Scope and Sequence: Scope and Sequence Report For Course Standards and Objectives, Content, Skills, Vocabulary

Multiple Category Scope and Sequence: Scope and Sequence Report For Course Standards and Objectives, Content, Skills, Vocabulary Multiple Category Scope and Sequence: Scope and Sequence Report For Course Standards and Objectives, Content, Skills, Vocabulary Monday, August 18, 2014, 9:45PM District Basic Sports & Entertainment Marketing

More information

Segmentation, Targeting & Positioning

Segmentation, Targeting & Positioning Segmentation, Targeting & Positioning Prof. John Fahy, University of Limerick What Are You Going to Learn Today? What is meant by the core ideas of segmentation, targeting and positioning? What is Market

More information

Like all football clubs, PSG suffered from unsold seats for the less-popular games. Even when it was able to sell tickets for

Like all football clubs, PSG suffered from unsold seats for the less-popular games. Even when it was able to sell tickets for Case Studies, E. Thompson Research Note 2 January 2004 Paris Saint-Germain Football Club Scores With CRM Strategy French soccer club Paris Saint-Germain switched from mass marketing to more targeted customer

More information

1 Compiled by: Deep Banerjee, Marketingpundit.com (Market Segmentation)

1 Compiled by: Deep Banerjee, Marketingpundit.com (Market Segmentation) MARKET SEGMENTATION (Compiled by Deep Banerjee, Marketingpundit.com) Definition : The division of a market into different homogenous groups of consumers is known as Market Segmentation. Market segmentation

More information

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Mark Glein, PhD, Marketing Florida State University Marketing Plan

More information

Marketing: Advertising and Sales Promotion

Marketing: Advertising and Sales Promotion Marketing: Advertising and Sales Promotion Food Communication II Section G Communication Mix Strategies All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.

More information

How To Understand Market Segmentation

How To Understand Market Segmentation MODULE 3: MARKET SEGMENTATION AND POSITIONING Lecture - 5 FAQS (FREQUENTLY ASKED QUESTIONS): Ques 1 Ans 1 Define Market Segmentation Market segmentation is the process of identifying distinct groups and

More information

Globalization of the Premier League: A debate worth having.

Globalization of the Premier League: A debate worth having. Globalization of the Premier League: A debate worth having. Dr Susan Bridgewater, Warwick Business School. Football is certainly a beautiful game but, over time, it has also developed into a global and

More information

Hitwise Mobile Client Release FAQ February 2013

Hitwise Mobile Client Release FAQ February 2013 Hitwise Mobile Client Release FAQ February 2013 About Hitwise Mobile Mobile is one of the most dynamic aspects of the Internet today. Understanding the way consumers use the Internet from mobile devices

More information

Retail Customers. Tutorial 7

Retail Customers. Tutorial 7 Tutorial 7 To Students: Please read through Lecture Notes and Tutorial Questions before you attend the lesson. All groups will be assigned questions for presentation. Please take turns to present. Retail

More information

You will see a giant is emerging

You will see a giant is emerging You will see a giant is emerging Let s Talk Mainstream Sports More than 290 million Americans watch sports (90% of the population) Billion dollar company with less - 72% (18-29 years old), 64% (20-49 years

More information

Non-personal communication

Non-personal communication Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images

More information

Advertising and Marketing Overview Part 1. Learning Objectives. Business has only two functions - marketing and innovation. Milan Kundera 2/20/15

Advertising and Marketing Overview Part 1. Learning Objectives. Business has only two functions - marketing and innovation. Milan Kundera 2/20/15 Advertising and Marketing Overview Part 1 Paul A Kiewiet MAS+ Learning Objectives Pt 1 focuses on Overview Pt.2 on Promotional Products role The 4 P s + 1 Marketing Advertising Branding Differences between

More information

A review of Marketing strategy of motorcycle products in Bangladesh.

A review of Marketing strategy of motorcycle products in Bangladesh. A review of Marketing strategy of motorcycle products in Bangladesh. *Farooq Hossan *Issa Ahammad Abstract In Bangladesh extensive road network has been made in the rural areas as part of the infrastructural

More information

Marketing: Helping Buyers Buy

Marketing: Helping Buyers Buy Chapter Thirteen Marketing: Helping Buyers Buy McGraw-Hill/Irwin Copyright 2010 by the McGraw-Hill Companies, Inc. All rights reserved. CRICKET LEE Fitlogic Developed a system of clothes sizing called

More information

CRM & FAN LOYALTY CASE STUDY AT SASKATCHEWAN ROUGHRIDERS (ONE OF CANADA S TOP PROFESSIONAL SPORTS BRANDS)

CRM & FAN LOYALTY CASE STUDY AT SASKATCHEWAN ROUGHRIDERS (ONE OF CANADA S TOP PROFESSIONAL SPORTS BRANDS) CRM & FAN LOYALTY CASE STUDY AT SASKATCHEWAN ROUGHRIDERS (ONE OF CANADA S TOP PROFESSIONAL SPORTS BRANDS) OVERVIEW: ROAD TO THE FAN LOYALTY PILOT Recent research into Canadian sports has ranked the Saskatchewan

More information

Market Research. Module 2. Driving Revenue with an Optimal Marketing Strategy Solutions. Advancing Your Success.

Market Research. Module 2. Driving Revenue with an Optimal Marketing Strategy Solutions. Advancing Your Success. Market Research Module 2 Driving Revenue with an Optimal Marketing Strategy Solutions Advancing Your Success. The Roles and Steps in Market Research 2 The scientific process of planning, collecting and

More information

*X234/301* X234/301 BUSINESS MANAGEMENT HIGHER NATIONAL QUALIFICATIONS 2011 WEDNESDAY, 25 MAY 1.00 PM 3.30 PM

*X234/301* X234/301 BUSINESS MANAGEMENT HIGHER NATIONAL QUALIFICATIONS 2011 WEDNESDAY, 25 MAY 1.00 PM 3.30 PM X2/01 NATIONAL QUALIFICATIONS 2011 WEDNESDAY, 2 MAY BUSINESS 1.00 PM.0 PM MANAGEMENT HIGHER Candidates should attempt all questions in Section One and two questions from Section Two. Read all the questions

More information

SPORTS MARKETING 2013

SPORTS MARKETING 2013 SPORTS MARKETING 2013 September 2012; 476 pages; ISBN# 1-57783-183-7; $385.00 (print or electronic edition) Published by Richard K. Miller & Associates (RKMA) 1 MARKET SUMMARY 1.1 The U.S. Sports Market

More information

Driving greater loyalty in Europe. What consumers want and where brands are failing to deliver

Driving greater loyalty in Europe. What consumers want and where brands are failing to deliver Driving greater loyalty in Europe What consumers want and where brands are failing to deliver Research commissioned with consumers in France, Germany and Switzerland Executive summary Fast-changing technology,

More information

BASES OF COMPETITIVE ADVANTAGE: THE `STRATEGY

BASES OF COMPETITIVE ADVANTAGE: THE `STRATEGY DO YOU HAVE A COMPETITIVE STRATEGY? Many managers talk about the importance of developing an effective competitive strategy. Indeed since Michael Porter wrote about this in 1980 it has become a central

More information

5 STEPS TO Identifying Your Profitable Target Audience PUBLISHED BY

5 STEPS TO Identifying Your Profitable Target Audience PUBLISHED BY 5 STEPS TO Identifying Your Profitable Target Audience PUBLISHED BY You know that profiling your target audience is the best business practice... BUT WHY? Even children try to identify the right audience

More information

Using online demographics to focus marketing activity. Understanding the online audience

Using online demographics to focus marketing activity. Understanding the online audience Using online demographics to focus marketing activity Understanding the online audience An Experian Marketing Services White Paper February 2015 People are different population trends People change. People

More information

High Performance Eng 9 Overview of Marketing

High Performance Eng 9 Overview of Marketing High Performance Eng 9 Overview of Marketing Definition: Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user in order to satisfy

More information

MARKET SEGMENTATION TARGETING POSITIONING

MARKET SEGMENTATION TARGETING POSITIONING MARKET SEGMENTATION TARGETING POSITIONING Ch. 8 KOTLER, BOWEN, AND MAKENS. MARKETING FOR HOSPITALITY AND TOURISM. 6E. PEARSON HIGHER EDUCATION. 2014 MARKET SEGMENTATION Dividing a market into distinct

More information

4 Explain t he. 7 geographic, domestic, and psychographic approaches t o 8 segment ing consumer market s. 5

4 Explain t he. 7 geographic, domestic, and psychographic approaches t o 8 segment ing consumer market s. 5 CHAPTER 9 Market ing Segment at ion, Target ing, and Posit ioning Chapter Objectives 1 2 3 Ident ify t he essent ial components of a market. Out line t he role of market segment at ion in developing a

More information

Market Analysis, Segmentation & Consumer Buying Behavior

Market Analysis, Segmentation & Consumer Buying Behavior Market Analysis, Segmentation & Consumer Buying Behavior Market Analysis If you are preparing a marketing plan, where s the best place to look for information about macro trends? Marketing Jeopardy Michael

More information

Sports Sponsorship. A cost effective investment for your brand. Suzy Aronstam Head of MMT

Sports Sponsorship. A cost effective investment for your brand. Suzy Aronstam Head of MMT Sports Sponsorship A cost effective investment for your brand Suzy Aronstam Head of MMT Sports sponsorships are big business Earlier this year Manchester United agreed a 750m, 10-year sponsorship deal

More information

CHAPTER TWO SEGMENTING THE MARKET

CHAPTER TWO SEGMENTING THE MARKET CHAPTER TWO SEGMENTING THE MARKET The Marketing Mixes 45 When marketers break the marketplace into separate target markets, they are segmenting the market, and each segment must meet four criteria in order

More information

meet and exceed customer expectation not just on price Read the example of McDonald s outlined on Jobber, pages 11-12.

meet and exceed customer expectation not just on price Read the example of McDonald s outlined on Jobber, pages 11-12. Customer value = Perceived benefits perceived sacrifice Or we can put this another way: the gain (acquisition of the product or service) must outweigh the pain of acquisition (cost, difficulty of obtaining

More information

IMPACT VISIBILITY IMPACT QUALITY LOYALTY BUYING POWER REACH MAGNITUDE LOCATION. LA County Fair

IMPACT VISIBILITY IMPACT QUALITY LOYALTY BUYING POWER REACH MAGNITUDE LOCATION. LA County Fair IMPACT Attracts more guests than any other So. Cal event each September. The 2015 enabled sponsors to personally engage with nearly 1.3 million diverse Southern California consumers, who were armed with

More information

BUSINESS. Unit 7 Marketing campaign. 2016 Suite. Cambridge TECHNICALS LEVEL 3. L/507/8154 Guided learning hours: 60. ocr.org.

BUSINESS. Unit 7 Marketing campaign. 2016 Suite. Cambridge TECHNICALS LEVEL 3. L/507/8154 Guided learning hours: 60. ocr.org. 2016 Suite Cambridge TECHNICALS LEVEL 3 BUSINESS Unit 7 Marketing campaign L/507/8154 Guided learning hours: 60 Version 2 - Revised content - March 2016 ocr.org.uk/business LEVEL 3 UNIT 7: Marketing campaign

More information

K-12 Entrepreneurship Standards

K-12 Entrepreneurship Standards competitiveness. The focus will be on business innovation, change and issues related to the United States, which has achieved its highest economic performance during the last 10 years by fostering and

More information

E-commerce. business. technology. society. Kenneth C. Laudon Carol Guercio Traver. Third Edition. Copyright 2007 Pearson Education, Inc.

E-commerce. business. technology. society. Kenneth C. Laudon Carol Guercio Traver. Third Edition. Copyright 2007 Pearson Education, Inc. Copyright 2007 Pearson Education, Inc. Slide 8-1 E-commerce business. technology. society. Third Edition Kenneth C. Laudon Carol Guercio Traver Copyright 2007 Pearson Education, Inc. Slide 8-2 Chapter

More information

Pantene myshampoo Marketing Management Project

Pantene myshampoo Marketing Management Project SOCIAL SCIENCES INSTITUTE MBA PROGRAMME Pantene myshampoo Marketing Management Project Mehmet Nuri ÇANKAYA June, 2003 Table of Contents Selection Of The Product... 3 Market Segments and Target Markets...

More information

A case study from Football Queens Park Rangers. Joe Kyle, Head of Marketing

A case study from Football Queens Park Rangers. Joe Kyle, Head of Marketing A case study from Football Queens Park Rangers Joe Kyle, Head of Marketing Presentation overview To share some insights into CRM implementation To demonstrate the benefits of a CRM approach within a sports

More information

Divide and Rule. Marketing. Dr. Paurav Shukla 1. Segmentation, Targeting, Positioning & Marketing Mix. STP framework. Why segmentation?

Divide and Rule. Marketing. Dr. Paurav Shukla 1. Segmentation, Targeting, Positioning & Marketing Mix. STP framework. Why segmentation? Divide and Rule Segmentation, Targeting, Positioning & Marketing Mix Dr. Paurav Shukla STP framework 3 Why segmentation? 4 1. Better matching of customer needs 2. Enhanced profits 3. Enhanced opportunity

More information

Fundamentals of Marketing Management

Fundamentals of Marketing Management Fundamentals of Management Dr. P.V. (Sundar) Managing World-Class Organizations What is? Process by which individuals and groups obtain what they need and want through creating and exchanging products

More information

Entertainment Marketing

Entertainment Marketing September Sports & Entertainment Marketing 1 Marketing Concepts Explain basic marketing What is marketing? concepts.. What are the activities Define marketing mix. involved? Define 7 key marketing flier

More information

SPECIAL REPORT HOW TO EVALUATE A SOCCER COACH

SPECIAL REPORT HOW TO EVALUATE A SOCCER COACH SPECIAL REPORT HOW TO EVALUATE A SOCCER COACH The characteristics and ability of the coach plays a major role in determining the quality of your child's soccer experience. Coaches who are organized create

More information

Gillespie: Foundations of Economics - Additional chapter on Business Strategy

Gillespie: Foundations of Economics - Additional chapter on Business Strategy Gillespie: Foundations of Economics - Additional chapter on Business Strategy Table of Contents A. B. C. D. E. F. G. H. I. J. K. L. M. N. O. P. Business and strategy Business as a transformation process

More information

Chapter 8 Identifying Market Segments and Targets

Chapter 8 Identifying Market Segments and Targets Chapter 8 Identifying Market Segments and Targets 8-1 Key points for Chapter 8 1. Mass marketing 2. Micromarketing Segmentation marketing Niche marketing 3. Demographic segmentation 4. Psychographic segmentation

More information

Running a successful golf club

Running a successful golf club Running a successful golf club Issue 1 Membership and Customer Relationship Management (CRM): Why profiling is key to retention An ebook by NFS Technology Group www.nfs- hospitality.com How to run a successful

More information

RED BANK REGIONAL HIGH SCHOOL CURRICULUM MAP Course Title: Hospitality & Entertainment Marketing Grade Levels: 11, 12

RED BANK REGIONAL HIGH SCHOOL CURRICULUM MAP Course Title: Hospitality & Entertainment Marketing Grade Levels: 11, 12 What is Hospitality Marketing Marketing Basics Hotel Marketing: A competitive Industry The Importance of Hospitality Marketing Types of Hospitality Markets Key Players in Hospitality Operations Selling

More information

Executive Summary. Viability of the Return of a Major League Baseball Franchise to Montreal (the Expos )

Executive Summary. Viability of the Return of a Major League Baseball Franchise to Montreal (the Expos ) Executive Summary Viability of the Return of a Major League Baseball Franchise to Montreal (the Expos ) November 2013 Table of Contents 1. CONTEXT AND OBJECTIVES... 3 2. RESEARCH METHODS... 5 3. KEY RESULTS...

More information

TIPSHEET. Use Marketing Automation to Effectively Nurture and Track Leads Following a Trade Show

TIPSHEET. Use Marketing Automation to Effectively Nurture and Track Leads Following a Trade Show TIPSHEET Use Marketing Automation to Effectively Nurture and Track Leads Following a Trade Show MARKETING AUTOMATION It is nothing less than shocking that 80% of companies fail to follow-up on leads generated

More information

NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY FACULTY OF COMMERCE DEPARTMENT OF INSURANCE AND ACTUARIAL SCIENCE

NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY FACULTY OF COMMERCE DEPARTMENT OF INSURANCE AND ACTUARIAL SCIENCE NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY FACULTY OF COMMERCE DEPARTMENT OF INSURANCE AND ACTUARIAL SCIENCE B.COMM (HONS) DEGREE IN RISK MANAGEMENT AND INSURANCE STRATEGIC MARKETING OF INSURANCE [CIN

More information

Understanding Floristry Marketing Strategies

Understanding Floristry Marketing Strategies Unit 20: Understanding Floristry Marketing Strategies Unit code: QCF Level 3: Credit value: 10 Guided learning hours: 60 Aim and purpose D/602/0740 BTEC National This unit aims to introduce learners to

More information

YOUR HELLOWORLD FOR BUSINESS ADVANTAGE TAKE CONTROL OF YOUR TRAVEL TODAY

YOUR HELLOWORLD FOR BUSINESS ADVANTAGE TAKE CONTROL OF YOUR TRAVEL TODAY YOUR HELLOWORLD FOR BUSINESS ADVANTAGE TAKE CONTROL OF YOUR TRAVEL TODAY WELCOME helloworld for business is Australia s largest network of premium independently owned corporate travel agents and travel

More information

Marketing Strategy for the Medical Practice JULIE AMOR APRIL 22, 2015

Marketing Strategy for the Medical Practice JULIE AMOR APRIL 22, 2015 Marketing Strategy for the Medical Practice JULIE AMOR APRIL 22, 2015 Amor Consulting Julie Amor President Strategy. Health. Marketing. Engagement. Merchandise Strategic Marketing & Communication Industries:

More information

Key Terms. DECA Ryerson 2015-16 Case Guides Business to Business Marketing

Key Terms. DECA Ryerson 2015-16 Case Guides Business to Business Marketing Key Terms Acquisition Costs: The incremental costs involved in obtaining a new customer. Agent: A business entity that negotiates, purchases, and/or sells, but does not take title to the goods. Benchmark:

More information

Retail Marketing Strategy

Retail Marketing Strategy Chapter 5 Retail Marketing Strategy PPT McGraw-Hill/Irwin 5-1 Levy/Weitz: Retailing Management, 5/e Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Elements in Retail Strategy Target

More information