MARKETING PLAN: SPORT MARKET SEGMENTATION ASSIGNMENT INSTRUCTIONS INSTRUCTIONS Choose a topic for your Marketing Plan. Please provide a statement of approximately 150-words explaining why
MARKETING PLAN: SPORT MARKET SEGMENTATION ASSIGNMENT
INSTRUCTIONS
INSTRUCTIONS
Choose a topic for your Marketing Plan. Please provide a statement of approximately 150-words
explaining why you chose your topic.
All assertions should be clearly supported with at least 1 formal citation of an external source.
There should be a complete and concise discussion of the issue.
Please include an appendix in this assignment. See the resource Appendix Instructions for more
information on creating an appendix.
View the Marketing Plan Resources under the Marketing Plan: Sport Market Segmentation
page.
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
2
Marketing Plan Literature Review
Micheaux Hollingsworth
Professor Heath Hooper
Liberty University
SMGT-502
Abeza, G., O’Reilly, N., & Seguin, B. (2019). Social media in relationship marketing: The perspective of professional sport managers in the MLB, NBA, NFL, and NHL. Communication & Sport , 7 (1), 80-109. https://doi.org/10.1177/2167479517740343
Using an empirical study, Abeza et al. (2019) examined the use, opportunities, and challenges of social media in meeting the goals of relationship marketing with a focus on American sports teams. The study established that social media is a precise platform to engage a large pool of customers, that it allows the fan base to feel the ‘pulse’ of their team, allows for brand humanization, as well as the opportunity to engage in an ongoing dialogue with the fans. Another opportunity is that social media allows for the convergence of a fan base. Hence, it is fan-centered, where they meet all and a perfect opportunity for content delivery, and customer service. However, social media is not limited to challenges, some faced by fans, some related to data, and others by management. Social media use in sports marketing brings challenges like in coping with an evolving technology like those used in social media. There are also overutilization challenges that entail daily operations. As for data, social media sports marketing leads to challenges in having actionable data and a lack of control over messages. There are also issues, including influential opinion leaders, internal conflict of interest, and anonymity.
Günel, İ., & Duyan, M. (2020). The effect of service quality on athlete satisfaction: an empirical results from sports facilities of public organizations. European Journal of Management and Marketing Studies , 5 (3). http://dx.doi.org/10.46827/ejmms.v5i3.830
In their study, Günel & Duyan (2020) examine how service quality will affect the satisfaction of athletes. The article establishes that there is a significant effect of service quality on the satisfaction of athletes using data and results from athletes’ training in various sports facilities. The study carried out in public facilities established that the athletes were satisfied with the services in the public sports facilities. The study realizes that the age variable negatively affected satisfaction in sports. On the other hand, duration of participation had a significant and positive effect on the satisfaction of the athletes with the services provided by public training sports.As a result, the study provided that there should be precautions taken in public athletes' training facilities. They should be taken to improve the satisfaction of the athletes. If authors have a better perception of quality, then the advertisement of such a facility will be more effective. Knowledge improvement by training will help the coaches working within the institutions.
Popp, B., & Woratschek, H. (2016). Introducing branded communities in sport for building strong brand relations in social media. Sport Management Review , 19 (2), 183-197. https://doi.org/10.1016/j.smr.2015.06.001
This article examines the use of branded communities in sports as a mode of brand management and advertisement. Popp & Woratschek (2016) suggest the use of branded communities instead of brand communities in the field of sports advertisements. The article suggests the strategy of integrating online communities into any arbitrary interest communities and not specifically the brand itself. Unlike typical or contemporary brand communities, a branded community does not or may not have any link with the brand. However, such a branded community becomes a technique through which a given brand can market itself. They can either operate the community or sponsor it. Either way, it will be contributing to its marketing purpose. Popp & Woratschek (2016) argue that when a sport-related marketing project operates a branded community, it is possible to drive a high-quality community that later brings about community loyalty to the brand. This works in such a way that interest in the community will also lead to interest in the brand. Popp & Woratschek (2016) conclude that branded communities present an opportunity for companies to deploy sponsorship and make use of brand strategies to generate value from social media.
da Silva, E. C., & Las Casas, A. L. (2020). Key elements of sports marketing activities for sports events. International Journal of Business Administration , 11 (1), 11-21. doi:10.5430/ijba.v11n1p 11
da Silva & Las Casas(2020) study sought to explore the key elements that are essential considerations in sports marketing. The author recognizes that marketing concepts are rapidly changing allowing for more new expertise and skills to understand the world of sports in the current times. The article calls attention to the understanding of the supporters as the customers. As a result, the behavior of the supporter the motivation for sports attendance are essential in guiding what should be done in the course of the marketing expedition. The article proposes the use of the 4 Ps (product, price, place, and promotion) for tangible goods and 9 Ps (conventional 4 Ps, people, process, physical, performance, and activities). Such are essential in guiding about the marketing of sports-related activities, services, and goods. Another concept worth of this consideration in the same matrix is that of sports schemes, where sports are analysed as an entertainment form. The schemes in the sports are essential in that they help in guide in the proposing designing and operation of marketing plans so that they can get funding for their initiatives in the sports fields.
Fujak, H., Ewing, M. T., Newton, J., & Altschwager, T. (2023). Professional athlete responses to new product development: A dialectic. European sport management quarterly , 23 (6), 1666-1687. https://doi.org/10.1080/16184742.2023.2221674
Fujak et al. (2023) examine professional athlete responses to a new product development. Basing their argument on the advent of T20 cricket, the articles find that professional athletes internalized consumer demand arising from entertainment. The article finds intrinsic interpersonal benefits for product innovation. According to the article, study findings implicate the role of athlete self-presentation and how it could be modulated by consumer-driven product innovation. Further, it is found that these particular findings could be exploited in sports competitions whereby interest can be maximized from the attention that comes along with sports competition. Additionally, the study also calls on a attention to the backstage perspective of the athlete, which could help in spurring innovation for a given product being advertised.
Fleury, F. A., & Marques, R. D. (2014). A conceptual framework towards understanding the relationship between a sport organization and its sponsors. Revista Ciências Administrativas , 20 (2), 584-603.
This study sought to understand the relationship between the sponsor of a sporting organization and the sporting organization. The article establishes that creation, improvement, and maintenance of good relationships are very essential in the management of sports marketing. The article also amplifies the need to establish effective marketing strategies geared at executing the needed market objectives by the marketing organization. The article fronts the need for relationship marketing, where it is essential to have a good understanding of the external and internal factors that affect relationships in the context of sports marketing. The article proposes a tool or strategy where there is a need to marry the values, image beliefs, and strategies of the partner within the relationship is there is to be success of the initiative that is to succeed. Having a good business-to-business relationship proves about synergies and is an essential ingredient for the success of the product in question.
Ilioni, C. (2020). SPORTS MARKETING-A NECESSITY. Annals of the University of Petroşani. Economics , 20 (1), 63-70.
In this article, Ilioni(2020) describes sports marketing as a necessity, further defining it as a relatively new field of research that deserves attention in scholarly literature going into the future. The article captures the individualization of sports marketing and, more so, the inclusion of sports activities in the area of services. The article defines sports marketing as all those activities that fall under the umbrella of satisfaction of the needs and desires of sports consumers through exchange processes. It situates sports within the scope of relaxation, fun, and motor exercises. Further, the article establishes that spectators are the targets in sports marketing and that the goal is to spur competition among competitors while another goal is to attract new participants into non-mainstream sports. The article also entails traditional advertising and sponsorship integration in a bid to boost sports marketing. Social media and global exposure are another boost for sports measurement, where they help increase the effectiveness of sports marketing. This effectiveness calls for organizing structures, marketing strategies and research tools in a bid to ensure efficiency and satisfaction among the targets.
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