1. Chapter 7
The Marketing Mix and the Sport
Business Industry

2. Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation – Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model

3. Marketing Mix
• The Marketing Mix is the strategic combination
(mix) of four elements called the 4 P’s: Product,
Price, Place, Promotion
• Creation of the marketing mix involves the process
of developing or discovering the right combination
of the 4 P’s
• At the heart of the decision-making process is the
research conducted and knowledge gained about
the consumer, the competition, the company, and
the climate

4. A changing marketplace requires:
Constant monitoring of
the 4 C’s
•Consumer
•Competitor
•Company
•Climate
In order to maintain the
right mix of the 4 P’s
•Product
•Place
•Price
•Promotion
(This involves customizing the elements for a specific
consumer market until the optimal mix is found.)

5. The consumer is looking for:
• The right product
• at the right price
• in the right place
And the consumer will be influenced by the right
promotional strategy.
(see figure 7.5)

6. Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation – Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model

7. Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation – Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model