Contingency Framework for Strategic Sports Marketing fit Planning fit 1. Understanding Consumers Needs EXTERNAL a. Mktg research Ⅰ NTERNAL 桑 CONTINGENCIES b. Consumers as Participants CONTINGENCIES c. Consumers as spectators ompetition Organizational Market selection decisions Vision Legal/ political a. Market Segmentation Organizational Demographics b. Target Markets C. Positioning Mission Technolo 8 Organizational 3. Marketing Mix Decisions Nature a. Sports products Objectives &z b. Pricin Mktg goals Physical c. Promotion Environment d. Place Org Strategy conomy Implementation Org Culture 文
Contingency Framework for Strategic Sports Marketing fit fit EXTERNAL CONTINGENCIES Competition Legal/Political Demographics Technology Culture Physical Environment Economy INTERNAL CONTINGENCIES Organizational Vision Organizational Mission Organizational Objectives & Mktg Goals Org Strategy Org Culture Planning 1. Understanding Consumers Needs a. Mktg Research b. Consumers as Participants c. Consumers as Spectators 2. Market Selection Decisions a. Market Segmentation b. Target Markets c. Positioning 3. Marketing Mix Decisions a. Sports Products b. Pricing c. Promotion d. Place Implementation Control
THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE STEP1. Understanding Consumers Needs 1. Mktg research 2. Consumers as participants 夤 3. Consumers as spectators STEP 2: MARKET SELECTION DECISIONS 1. Segmentation Alternative 2. Target Markets 3. Positioning steP 3: MARKETING MIX THE IMPLEMENTATION PHASE THE CONTROL PHASE 文
THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE STEP 1.Understanding Consumers Needs 1. Mktg Research 2. Consumers as Participants 3. Consumers as Spectators STEP 2: MARKET SELECTION DECISIONS 1. Segmentation Alternative 2. Target Markets 3. Positioning STEP 3: MARKETING MIX THE IMPLEMENTATION PHASE THE CONTROL PHASE
Activities associated with Implementation Organizing 夤 Leadership and Interaction Resource Acquisition and allocation Coordination and Timing of activities Information Management 文
Activities Associated with Implementation • Organizing • Leadership and Interaction • Resource Acquisition and Allocation • Coordination and Timing of Activities • Information Management
Control phase Sales analysis 夤 Profitability Analysis Customer satisfaction Marketing audit 文
Control Phase • Sales Analysis • Profitability Analysis • Customer Satisfaction • Marketing Audit
Environmental Contingencies Competition 夤 · Technolo gy Culture/social trends Physical environment Regulatory/Legal/Political Demographic trends Economy 文
Environmental Contingencies • Competition • Technology • Culture/Social Trends • Physical Environment • Regulatory/Legal/Political • Demographic Trends • Economy