advanced theory and practice in sport marketing - Marshalls University

exchange for something else. Place deals with the methods of distributing the
product to consumers. Promotion represents how information about the product
is communicated to customers, with a goal of receiving positive response
from the consumer, and results in product sales.
Note: Later in this chapter, we will elaborate on this concept, and show how
in the realm of sport, the elements of marketing are expanded to the 5 P’s of
sport marketing by moving publicity/public relations out of the category of
promotion, since it is such a large factor in the marketing of sport.
Positioning
Positioning is how a company seeks to influence the perceptions of potential
and current customers about the image of the company and its products and services.
This is accomplished by applying the 4 P’s of marketing with the goal of
strategically placing the product or service firmly in the mind of the consumer. We
often talk in society about the concept of “making a good first impression.” In
positioning, the goal is to get the consumer’s mind to react to the implementation
of the marketing mix in a positive manner. By creating this knowledge, consumers
will develop an impression that is often difficult to change. Hence, if the marketer
can send a message that is consistent with what the consumer already believes
(the consumer’s perceptions); the product will become easier to sell. An example
would be a Detroit Red Wings advertising campaign concentrating on Detroit
being known as Hockeytown. Hockey consumers are already aware of this fact,
and the marketers can play off of this knowledge.
One of the best ways to position a product in the consumer’s mind is to be
first on the scene. People want who they perceive is first in the market, or the
best in the market. This concept of being number one often can overcome other
shortcomings of products.
However, not all products can be first on the market, or number one in the
market. So how do you position these other products so the consumer will buy?
This is most often accomplished by claiming a unique position in the market.
Through applying the marketing mix, the marketer will strive to carve this
uniqueness into the mind of the consumer, so that they feel they are getting
something different and worthwhile for their hard earned money. In general,
when there is a clear market leader, it is often extremely difficult to knock off
the king of the mountain. By not challenging the market leader head-on, a company
can increase their market share through marketing their uniqueness as
compared to that industry leader. To market their uniqueness, marketers look
to cater to the specific benefits of the product. In order to do this, often the
product must be sold at a low price, as people when viewing new products will
value low initial price more than quality.
Delivering
Delivery is the concept of producing or achieving what is desired or expected
by the consumer. Through the concepts of segmentation, targeting, and positioning,
a framework is created to allow the industry to utilize marketing to
deliver an awareness of products to potential consumers. The previous concepts
are the development phase and the start of the implementation phase of
8 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING