Developing Successful Sport Marketing Plans 2nd Ed

by Stotlar, David Kent

• ISBN13: 9781885693570
• ISBN10: 1885693575
• Edition: 2nd
• Format: Paperback
• Copyright: 2004-12-01
• Publisher: Natl Book Network

Summary

Professors, students and professionals can use this process-oriented approach for developing, writing, implementing and managing "win-win" marketing plans. Authored by an international leader in the field of sport management, this workbook uses specific examples from sport organizations and sample plans to illustrate each task. The updated edition contains eight new chapters, as well as a "best practices" section at the end of each chapter to illuminate the complex world of sport marketing.

Table of Contents

Developing a Marketing Plan Framework
Introduction	2	(1)
Industry Defined	2	(1)
Sport Defined	3	(1)
Marketing Defined	3	(1)
Sport Marketing Defined	4	(1)
Marketing Plans	4	(3)
Planning	5	(1)
Organizing to Plan	5	(1)
Components of the Marketing Plan	5	(2)
Marketing Ethics	7	(1)
Best Practice	8	(2)
References	10	(2)
Product and Service Analysis
Defining Products and Services	12	(1)
Differentiating Products and Services	13	(1)
Core Products and Product Extensions	14	(2)
Experience Marketing	16	(1)
McCarthy's 4 P's of Marketing	16	(1)
Integrated Marketing	17	(1)
Best Practice	17	(3)
References	20	(1)
Worksheets	21	(5)
Situational Analysis
The Process of Situation Analysis	26	(12)
Economic Climate	26	(1)
Legal Environment	27	(2)
Demographics	29	(1)
Demand Trends	30	(1)
Product Life Cycle	30	(2)
Technological Trends	32	(2)
Competitor Analysis	34	(1)
SWOT Analysis	35	(2)
Internal Status of the Company	37	(1)
Best Practice	38	(6)
References	44	(1)
Situational Analysis Worksheets	45	(7)
Target Markets
Markets and Consumers	52	(1)
Determining Market Size	53	(1)
Marketing Research	54	(4)
Primary Research	55	(2)
Secondary Research	57	(1)
Market Segmentation	58	(4)
Target Markets	62	(1)
Benefit Segmentation	63	(1)
Databased Marketing	64	(1)
Consumer Behavior	65	(4)
Opinion Leaders	67	(2)
Best Practice	69	(2)
References	71	(2)
Target Market Worksheets	73	(5)
Marketing Objectives
Setting Marketing Objectives	78	(1)
The Process	79	(1)
Best Practice	80	(2)
References	82	(1)
Worksheets	83	(5)
Marketing Strategies
Strategic Marketing	88	(1)
Traditional Market Strategies	88	(7)
New Market Penetration	88	(4)
Market Expansion	92	(1)
Product Development	93	(1)
Diversification	94	(1)
Brand Management	95	(2)
Relationship Marketing	97	(2)
Tribal Marketing	99	(1)
Best Practices	100	(3)
References	103	(1)
Marketing Strategy Worksheet	104	(4)
Marketing Mix
Marketing Mix	108	(14)
Product	108	(2)
Price	110	(1)
Breakeven Analysis	111	(1)
Demand Oriented Pricing	112	(5)
Place (Distribution)	117	(2)
Virtual Place	119	(1)
Promotion	120	(2)
Best Practice	122	(1)
Recommended Additional Readings and References	123	(1)
Worksheets	124	(4)
Implementation, Control, and Evaluation
Implementation	128	(1)
Control	129	(1)
Evaluation	129	(1)
References	129	(1)
Worksheets	130