Developing Successful Sport Marketing Plans or Tourism

Developing Successful Sport Marketing Plans

Author: Stotlar

In Developing Successful Sport Marketing Plans, author David Stotlar uses specific examples from actual sport organizations and marketing plans to explain how to build a plan that works. As a world-renowned leader in the field of sport marketing, David Stotlar draws on his diverse experiences with industry and academia to provide specific issues to consider, questions to guide your thinking, and worksheets that will help you develop an effective sport marketing plan. With Developing Successful Sport Marketing Plans, students as well as professionals can use the well-defined, industry-proven protocol to construct successful marketing plans!

Table of Contents:

Chapter 1	Developing a Marketing Plan Framework
	Key Terms	1
	Introduction	2
	Industry Defined	2
	Sport Defined	3
	Marketing Defined	4
	Sport Marketing Defined	4
	Marketing Plans	5
	Planning	5
	Organizing to Pl an	7
	Components of the Marketing Plan	7
	Marketing Ethics	10
	Review Questions	10
Chapter 2	Products and Services Analysis
	Key Terms	13
	Defining Products and Services	14
	Differentiating Products and Services	15
	Core Products and Product Extensions	16
	McCarthy's 4 Ps of Marketing< /TD>	16
	Products and Services Worksheets	17
	Review Questions	19
Chapter 3	Situation Analysis
	Key Terms	21
	The Process of Situation Analysis	22
	Economic Climate	22
	Legal Environment	23
	Demographics	26
	Demand Trends	27
	Product Life Cycle	28
	Technological Trends	29
	Competitor Analysis	31
	SWOT Analysis	33
	Sample Situational Analysis	34
	Review Questions	45
Chapter 4	Target Markets
	Key Terms	47
	Markets and Consumers	48
	Determining Market Size	49
	Marketing Research	50
	Primary Research	51
	Secondary Research	54
	Market Segmentation	55
	Target Markets	58
	Benefit Segmentation	60
	Data-Based Marketing	61
	Consumer Behavior	63
	Opinion Leaders	66
	Target Market Worksheets	67
	Review Questions	69
Chapter 5	Marketing Objectives
	Key Terms	71
	Setting Marketing Objectives	72
	The Process	73
	Marketing Objectives Sample	75
	Marketing Objectives Worksheets	76
	Review Questions	77
Chapter 6	Marketing Strategies
	Key Terms	81
	Strategic Marketing	82
	Market Strategies	82
	New Market Penetration	82
	Market Expansion	86
	Product Development	87
	Diversification	89
	New Product Evaluation Form	91
	Marketing Strategy Worksheets	93
	Review Questions	95
Chapter 7	Marketing Mix
	Key Terms	99
	Marketing Mix	100
	Product	100
	Price	103
	Breakeven Analysis Example 1	105
	Place (Distribution)	108
	Breakeven Analysis Example 2	109
	Virtual Place	111
	Promotion	112
	Relationship Marketing	113
	Marketing Mix Worksheets	114
	Review Questions	117
Chapter 8	Implementation, Control, and Evaluation
	Key Terms	121
	Implementation	122
	Control	123
	Evaluation	123
	Implementation, Control, and Evaluation Worksheets	124
	Review Questions	126
	Appendices
	References	129
	Index	133
	About the Editor	134
	The Sport Management Library Board	135

Look this: The New Language of Business or The Six Disciplines of Breakthrough Learning

Tourism: The Business of Travel

Author: Roy A Cook

Tourism, the world's largest industry, continues to experience consistently worldwide growth. With this growth comes a wealth of opportunities and challenges. In their second edition, Cook, Yale, and Marqua invite you to join them in exploring the many changes that are shaping the future of this exciting industry.

The second edition of Tourism: The Business of Travel retains the fun-to-read conversational style that made the first edition so successful. But many changes have taken place in tire tourism industry. This new edition provides a thorough overview of the tourism industry and highlights the revolutionary impact of technological 'changes on every segment of the industry.

As the title suggests, tourism is viewed through the lens of business; focusing on the management, marketing, and financial issues most important to industry members. In addition, the text begins with a comprehensive model of tourism, and the book unfolds by consid ering each piece of the model in succession. All students should find the text enjoyable and educational no matter which part of the industry they find most interesting.

The authors designed this book so that it engages students in the learning experience. Its appealing writing style and its hundreds of current industry examples make it the perfect text for students taking their first tourism class as well as anyone who wants to I

Special Features

• An integrated model of tourism links all its pieces together.
• Expanded discussion of the growth segments of tourism; singles, disabled, adventure and extreme travelers, and nonprofessional meeting attendees.
• E nhanced discussion of the importance of tours, tour operators, and meeting planners.
• Increased emphasis on human resources and personal selling.
• Special attention to the Internet and its impact on the tourism industry.
• Ethical/critical thinking dilemmas generate student discussion.
• Tourism-In-Action items provide students with in-depth industry examples of chapter content.
• Service quality is accentuated with a complete chapter devoted to its coverage.
• Macro-issues such as social, economic, and environmental impacts are highlighted.
• End-of-chapter readings, appendices, and integrated cases give instructors added opportunities to generate student debate and interest.
• A complete instructor's supplemental package including a website allows instructors to customize the course to fit their students' needs.

Booknews

A text for beginning students of tourism, designed to maintain interest in the subject. Offers an overview of the industry and each of its components, with a conversational style, boxes of tips and information, chapter summaries, and discussion questions. Tourism is viewed through the lens of business, focusing on marketing, management, and finance issues. Includes cases, readings, and appendices on decision making and career issues, plus a web site. Annotation c. by Book News, Inc., Portland, Or.

Table of Contents:

Pt. 1	The Traveling Public and Tourism Promoters	1
Ch. 1	Introduction to Tourism	2
Ch. 2	Tourists: The Traveling Public	32
Ch. 3	Bringing Travelers and Tourism Service Suppliers Together	62
Pt. 2	Tourism Service Suppliers	95
Ch. 4	Transportation	96
Ch. 5	Accommodations	130
Ch. 6	Food and Beverage	162
Ch. 7	Attractions and Entertainment	194
Ch. 8	Destinations	222
Pt. 3	The Service and Hospitality Environment	251
Ch. 9	Putting Quality Into Hospitality	252
Ch. 10	Economic and Political Impacts of Tourism	276
Ch. 11	Environmental and Social/Cultural Impacts of Tourism	306
Ch. 12	Exploring the Future of Tourism	332
App. A	Problem-Solving and Decision-Making	362
App. B	Manners Matter	366
App. C	Choosing a Career and Finding a Job	372
	Integrative Cases	381
	Index	439