1. CONTIGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
CHAPTER 2
CONTIGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING

2. Overview of the Contingency Framework for Strategic Sports Marketing
Foundation of any sports organization is to design and maintain a sound, yet flexible strategic framework
Strategic framework that is suited to the sports industry is the contingency framework. Why?
Flexible and adaptable to changes in the marketing environment

3. Contingency Framework for Strategic Sports Marketing
Planning
1. Understanding Consumers’ Needs
a. Marketing Research
b. Consumers as Participants
c. Consumers as Spectators
2. Market Selection Decisions
a. Market Segmentation
b. Target Markets
c. Positioning
3. Marketing Mix Decisions
a. Sports Products
b. Pricing
c. Promotion
d. Place
Implementation
Control
fit
fit
EXTERNAL
CONTINGENCIES
Competition
Legal/Political
Demographics
Technology
Culture
Physical Environment
Economy
INTERNAL
CONTINGENCIES
Organizational Vision
Organizational Mission
Organizational Objectives & Mktg Goals
Org Strategy
Org Culture

4. THE STRATEGIC MARKETING PROCESS
A. THE PLANNING PHASE
STEP 1: UNDERSTANDING CONSUMERS’ NEEDS
1. Marketing Research
2. Consumers as Participants
3. Consumers as Spectators
STEP 2: MARKET SELECTION DECISIONS 1. Segmentation Alternative
2. Target Markets
3. Positioning
STEP 3: MARKETING MIX
B. THE IMPLEMENTATION PHASE
C. THE CONTROL PHASE

5. Activities Associated with Implementation
Organizing
Leadership and Interaction
Resource Acquisition and Allocation
Coordination and Timing of Activities
Information Management

6. Control Phase Sales Analysis Profitability Analysis
Customer Satisfaction
Marketing Audit