Understanding Sports Marketing in the Global Arena
Sports marketing involves designing and implementing strategies to promote sports products, satisfy consumer needs, and achieve business objectives. It requires recognizing market environments, making strategic decisions, and adapting to international cultures for successful global expansion.
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Presentation Transcript
Sports Marketing Do you have a mind for business and a love of sports?
What is Marketing? The study of people and what they buy, how much they will pay, where they want to purchase a product, and how they are affected by promotional tactics and messages.
The marketing orientation, or concept, is a philosophy concerning the way a company should be managed. It consists of three requirements (Cravens and Woodruff, 1983): 1.Examine people s needs and wants as the basis of deciding what the business will do. 2.Select the best way to meet the consumer s needs that are targeted by the firm. 3.Achieve the organization s performance objectives by meeting the consumers needs satisfactorily.
What is Sports Marketing? The process of designing and implementing activities for the production,pricing,promotion, and distribution of a sport or sport business product to satisfy the needs or desires of consumers and to achieve the company s objectives.
The sport marketer must be able to recognize and analyze a business s environments, determine their effects, and make strategic decisions that will enhance the success of the sport business
International Sports Marketing Personnel It is imperative that personnel be educated for cultural sensitivity prior to their involvement in international affairs. Review and understand the following issues about your host nation before traveling and dealing with international executives. Touching Relationships between males and females Drinking Gifts Time and schedules Business etiquette
Specifics of International Sport Marketing The expansion of professional and amateur sports internationally has been well recognized in the sport- marketing arena. One of the first sport organizations to recognize the global demand for its product was the NBA. Football is the most popular sport on television across the globe, and many US companies, like Nike and Adidas, have been very successful with their sponsorships. It is important to remember that the United States has an aging population,yet in much of the developing world, the population is considerably younger and becoming even younger.
