Definition
The roots of sport marketing
The basic characteristics of sport marketing
Marketing= Selling(old sense)
Satisfying customer needs
• The aim of marketing is to make selling superfluous.
• The aim is to know and understand the customer so well that the product or service fits and sell itself.
Definition of Marketing
• Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user.
• Marketing is getting the right goods and services to the right people at the right place at the right time at the right price with the right communication and promotion.
• Marketing is the creation and delivery of a standard of living.
Definition of Marketing (2)
• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives (American Marketing Association approved 1985)
Core Marketing Concepts
• Needs: A human need is a state of felt deprivation (Maslow’s : Physiological, Safety, Social, Self esteem, Self actualization).
• Wants: The form taken by human needs as they shaped by culture and individual personality. (Hamburger-Çig köfte)
• Demands: Wants become demands. (Automobiles = gasoline).
Core Marketing Concepts (2)
• Products: Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a need or want eg: goods, services, persons, places, organizations, activities, and ideas.
• Exchange: The act of obtaining a desired object from someone by offering something in return.
• Transaction: A transaction is marketing’s unit of measurement during transaction one must able to say that A gives X to Band gets Y in return.
• Markets: A market is the set of actual and potential buyers of a product.
The Defining Characteristics of Sport Marketing
• The sport product is intangible.
• The core-product is inconsistent
• The sport marketer must focus on product extensions.
• Sport consumer satisfaction is dependent upon social facilitation.
• The sport product often has elements of both a consumer and industrial product.
• Sport is occupying an overemphasized place in the mass media.
• Sport has always been publicly funded and supported other than by direct revenues
• The sport marketer has little or no control over the composition and mix of the core product line
• For most segments of the industry, there is no physical distribution of the sport product
• The sport product is perishable commodity. It must be pre-sold
The Roots of Sport Marketing
• All new subjects areas spend much of their initial existence in a struggle to define concepts and to justify their existence. With few exceptions new disciplines grow out of existing disciplines and often find it hard to break the umbilical cord from the mother disciplines.
• The broad umbrella of sport management under which sport marketing fits, is itself based upon the disciplines of physical education and business.
• Sport management, physical education, organization theory, marketing, finance, accounting, operation research etc.
MEDIA EXPOSURE & PUBLIC INTEREST
• Amateur Sport Federations(1998)
• The numbers of club in Turkey: 5988
• The numbers of licenced athletes: 544.572
• 261 TV stations
• 1200 Radio stations