advanced theory and practice in sport marketing - Marshalls University

the post-sale services (warranties, service contracts, delivery options, consumer
support, and refund policies).
Now we need to detail the demographics of our customers. For individuals,
we consider such items as age, gender, race/ethnicity, location, income level,
social class, occupation, and education. For business consumers we consider
the industry, location, size, and preferences.
Next we detail the competition. It is important to remember in this section to
list all competitors (indirect and direct), and differentiate the level of competitiveness
– whether they compete across the board, or only in certain product
areas. In this section, there must also be a comparison of how your product(s) or
service(s) will compare with the competition. This competitive analysis will help
determine your competitive advantages and disadvantages, and provide data to
help determine the best way to market your products within the industry.
After this information has been compiled, a niche can be defined. A niche is
a special area of demand for a product or service. On a large scale, companies
such as Nike and Reebok design and market athletic shoes for each different
sport, and often with specialized models based on specific athletes. On a more
direct scale, a niche marketing scheme would be offering specialized golf products
such as customized club, designer balls and tees, and associated golf gadget
to subscribers of Golf Magazine. These niches are then used to develop the
marketing strategy. Inclusive of this strategy development are the elements of
the marketing mix, including:
■ The method for setting prices and associated pricing strategies (price).
■ The distribution channels to be utilized to sell products and services (place).
■ The method for getting information to potential consumers (promotion).
Now that a description of the products, services, customers, markets, and
strategy has been completed, the final element of the marketing plan is a sales
forecast. Usually this is completed in two ways. First, a “best-case scenario,”
should provide a realistic expectation of sales. Second, a “worst-case scenario,”
should provide the minimum expectation of sales irrespective of what happens.
INTRODUCTION TO ETHICAL DECISION MAKING
IN SPORT MARKETING
Funding for Boys and Girls Club
The local Boys and Girls Club has struggled for years to raise enough
funds to support its programs and services. Support from public and private
financial sources has significantly declined, resulting in a decrease in available
budgetary money by 23% over the last 2 years. The local economy is
stagnant, especially since many of the major employers have laid off employees
during the last 5 years. The General Manager of the Boys and Girls Club
Continued
INTRODUCTION TO SPORT MARKETING 11