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Place/ Distribution HSS 3000/5263 Sport Marketing Dr. Brian Turner Introduction Game itself Tickets to the game Concessions Image of the event Players and coaches Merchandise and memorabilia Basic Distribution Concepts Channel of distribution

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Place/Distribution

HSS 3000/5263

Sport Marketing

Dr. Brian Turner


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Introduction

  • Game itself

  • Tickets to the game

  • Concessions

  • Image of the event

  • Players and coaches

  • Merchandise and memorabilia


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Basic Distribution Concepts

  • Channel of distribution

    • “…organizations or individuals who direct the flow of sports products from producer to consumer”

    • Intermediaries


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Marketing Channels

  • Channels

    • Various sets or configurations of organizations linked together to deliver a product to consumers

    • Elements

      • Producers/Manufacturers

      • Wholesalers

      • Retailers

      • Consumers


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Marketing Channels

  • Direct Channels

  • Indirect Channels

    • Hard Goods

    • Ski outing


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Marketing Channels

  • Single- or multiple-channel strategy

  • Market coverage


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Sports Retailing Mix

  • Sports Retailing products

    • Stock a variety of team and player items

    • Recognize the appeal of sideline apparel

    • Target youth

    • Maintain a good mix of products

    • Cultivate the seasonal approach

    • Continue developing specialty stores and purchasing areas


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Sports Retailing Mix

  • Sports retailing price

  • Sports retailing distributing

  • Sports retail promotions


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Sports Retailing Mix

  • Retail Image

    • Atmospherics

    • Location

    • Sales personnel

    • Clientele

    • Merchandise assortment

    • Promotional activities


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Theory of Sport and Place

  • Elements that enhance/diminish attractiveness of venue

    • Landscapes

    • Artifacts

    • History and memories

    • Aesthetics

    • Problems



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Trading Area or “Drawing Radius”

  • Critical factors

    • Demographics

    • Duration and frequency of the event

    • Emotional commitment

    • Perception of quality

  • Importance

    • Determination of sites

    • Relocation/expansion

    • Segmentation



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Surrounding Area

  • Design

  • Politics

  • Sense of safety


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Design and Layout

  • Ease of access and exit

  • Access and sight lines for consumers who are physically disabled

  • Location and design of food services, concession stands, and bathrooms

  • Crowd management and control

  • Flexible vs. dedicated usage

  • Aesthetics


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Amenities

  • “Smart” seats

  • Upscale food and drink

  • Elaborate big screens, electronic message centers, and sound systems

  • Hot tubs and halls of fame


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Other Facility Factors

  • Personnel

  • Sense of security


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Ticket Distribution System

  • Team retail outlets

  • Ticket firms

  • Other consumer retail outlets

  • Payroll deductions

  • Television

  • Internet

  • Telephone systems


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