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The Marketing Mix Segment Student Notes

The document provides information on marketing mix strategies for sports and recreation industries. It defines the four Ps of marketing as product, price, place, and promotion. It explains how these strategies relate to identifying target markets and aiding in promotion for sports teams and athletes.

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Kenneth Tanner
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75 views4 pages

The Marketing Mix Segment Student Notes

The document provides information on marketing mix strategies for sports and recreation industries. It defines the four Ps of marketing as product, price, place, and promotion. It explains how these strategies relate to identifying target markets and aiding in promotion for sports teams and athletes.

Uploaded by

Kenneth Tanner
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Sports & Recreation Industries

- Teacher Notes
Directions:
Fill in the blanks.

The Marketing Mix Segment

1. Marketing
• Is the practice of pricing, planning, promoting, selling and distributing a
company’s ___products__________
• Is performed with the intention to meet the needs and wants of
consumers
• Help companies to reach a ___competitive__________ advantage
Competitive advantage - occurs when a company operates in a more
efficient manner than its competitors

2. Marketing Mix
• Defines the key management decisions needed to be
__successful___________ in marketing
• Consists of four basic marketing strategies, known as the “ 4 Ps”
– price
– __product___________
– place
– promotion

3. Marketing Mix
• Is __customer___________ driven
• Relates directly to a company’s ___target__________ market
• Includes four interrelated concepts and tactics
• Refers to the variables a company can control
Target market - a particular group of consumers a company classifies as
the main focus of its marketing plan

Accompanies: Sports & Recreational Industries 1


Sports & Recreation Industries
- Teacher Notes
4. 4 Ps of Marketing

5. Price
• Includes a wide range of functions and strategies, including:
– __creating___________ a sales price or price list
– calculating mark-up percentage
– using promotional ___pricing__________ techniques
– understanding pricing laws and discrimination
– determining discounts, credit terms and available payment
methods

6. Product
• Includes the following:
– _selecting____________ which products to buy and sell
– researching and creating product designs
– naming and packaging products
– __updating___________, improving or eliminating products from
a product line
– examining the product life cycle
– adding features to an old product

7. Place
• Is also described as “___distribution__________”

Accompanies: Sports & Recreational Industries 2


Sports & Recreation Industries
- Teacher Notes
• Refers to introduction of the product to consumers and determining
appropriate transportation or delivery methods
– using semi-trucks or airfreight carriers
– utilizing intermediaries or wholesalers in the distribution process
• Includes whether or not products should be sold
___online__________, in certain countries or globally

8. Promotion
• Relates to the ___timing__________ of promotional campaigns
• Refers to the type of message communicated to customers
• Requires selecting media ___outlets__________
• Creates activities and strategies to increase sales

9. The 4 Ps of Marketing
• Relate to sports and recreation industries because each
provides:
– a method of __identifying___________ place
• for example: in Houston, Texas, there would be a greater
demand for Houston Astros memorabilia than New York City
where the Yankees play
– aid for __promotion___________
• for example: major athletes endorse and promote a variety of
products for numerous companies

10. Sports Marketing


• Includes all of the marketing activities designed to satisfy sports
consumers
• Uses __mainstream___________ or alternative sports and/or the
figures associated with these sports to connect with a
__targeted___________ group of consumers
Sports consumer - an individual who may play, watch and/or listen to
sports, and/or read, use, purchase and/or collect items related to sports

11. Sports Marketing


• Builds __positive___________ brand awareness
• Supports retail and sales promotions

Accompanies: Sports & Recreational Industries 3


Sports & Recreation Industries
- Teacher Notes
• Can be _completed____________ either by a sports marketing firm or
a general marketing firm
12. Sports Marketing
• Focuses on the sport and activities which accompany a sporting event,
such as event planning, promotion, financing and sponsorship
• Aims to __encourage___________ the consumer to act as a customer
by purchasing tickets and/or merchandise of the marketed sport or
company
• Is also involved in the marketing of __sports-related___________
products

13. Sports Marketing


• Can be divided into two major categories:
– marketing of the __sport___________
• a television commercial for the Kentucky Derby (promotion)
• the movement of a professional sports team to a new city (place)
– marketing _through____________ the use of sport
• Nike® having Tiger Woods in commercials (promotion)
• Pepsi® selling drinks at sporting events (place)

Accompanies: Sports & Recreational Industries 4

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