Organization of marketing activities in the sports complex. Marketing of sports and health services

MINISTRY OF EDUCATION OF THE REPUBLIC OF BELARUS

EE "BELARUSIAN STATE ECONOMIC UNIVERSITY"

Department of Physical Culture and Sports Economics

on the topic: "Promotion as a function marketing activities sports organization"

Student A.A. Rohatsevich

Head N.L. Bogdanov

MINSK 2015

Introduction

.Promotion, main elements and goals of promotion in a sports organization

.

.Types of promotion

Conclusion

Bibliography

Introduction

To ensure effective coordination of the product offer with market demand, an effective information exchange with the market must be established. The company's communication links with the market are expressed in the fact that the company sends information about itself and about the goods it sells to the market.

Along with this, one of the main tasks is to present the company in an attractive form for target consumers in order to convince them to buy goods from this particular company. For these purposes, marketing has developed special complex funds - a promotion mix that allows you to convey to the target consumers certain arguments in favor of the form itself and the goods sold by it.

Promotion is an appeal to the consumer in order to present your company and the products sold in it in an attractive way. target audience form. The promotion mechanism is the process of communication (a form of communication based on the construction of a competent and feedback market firms). The object of promotion is consumer behavior, its cognitive, emotional and behavioral response. The means of promotion are advertising, promotion and public relations.

1.Promotion, basic elements of promotion

Enterprises of various kinds of activity, from small retailers to large commodity producers, are constantly promoting their activities to consumers, striving to realize several goals:

.inform prospective consumers about your product, services, terms of sale;

.to convince the buyer to give preference to these particular products and brands, to shop in certain stores, to attend these particular entertainment events, etc.

.force the buyer to act - consumer behavior is directed to what the market offers in this moment rather than postponing the purchase for the future.

These goals are achieved through advertising, salespeople, flashy store names, window dressing, packaging, mailing literature, giving away free samples, coupons, press releases, and other communication and promotional activities.

The above activities are called promotion management or marketing communications.

Promotion is the activity of planning, organizing and controlling the physical movement of materials and finished products from the places of their production to the places of consumption in order to meet the needs of consumers and benefit for themselves.

A firm can convey the messages it wants through brand names, packaging, storefronts, personal marketing, trade shows, sweepstakes, the media, direct mail, outdoor ads, magazines, and other forms. These messages may focus on information, persuasion, fear, sociability, product performance, humor, or competitive comparisons.

O new products and its characteristics, consumers need to be informed while they do not yet have any relation to it.

For products that consumers are well aware of, the main thing in promotion is the transformation of knowledge about the product into a benevolent attitude towards it.

For products that are firmly established in the market, the emphasis is on reminder - strengthening existing consumer attitudes.

Promotion is any form of communication used by an enterprise to inform, persuade, or remind consumers of its products, images, ideas, social activities, or impact on society.

The main purpose of the promotion process is to stimulate and therefore improve demand. After the consumer is more or less familiar with the product, the main thing in promotion, the enterprise faces the task of convincing him of the need to make a purchase. And for this it is necessary to achieve his favor, to be able to convince him of the need for the goods.

.Functions and promotion channels

Promotion - these are activities aimed at increasing the efficiency of sales through a communicative impact on staff, partners and consumers. Promotion has a dual purpose: to activate consumer demand and to maintain favorable attitude to the company.

At the same time, promotion performs a number of important functions in marketing:

.Informing consumers about the product and its parameters. The competitive advantages of a product and any innovation associated with it are meaningless until the consumer knows about them. To convey this information to the consumer is an important function of promotion.

.Formation of the image of prestige, low prices and innovation. The key word in this phrase is "image". It's about about the formation in consumers of such an idea about the product, which often exceeds its real consumer content.

.Maintaining the popularity of goods and services. It is about reminding consumers of the importance and necessity in their lives of the proposed product.

.Changing stereotypes of product perception. The stereotypes of product perception do not always correspond to the expectations of the manufacturer and supplier. You can reverse the negative trend with the help of a special promotion campaign.

.Stimulation of participants in the marketing system. Suppliers with indirect distribution channels do not sell to consumers, but to intermediaries. Whereas independent intermediaries are guided by final demand, and not by suppliers. The best way force intermediaries to increase purchases - stimulate final demand through promotion.

.Promotion of more expensive goods. The price of a product ceases to be a decisive factor in making a purchase decision when the product acquires a new unique quality in the perception of consumers.

.Favorable information about the company. This is the result of what we often call " hidden advertising» (sponsorship, philanthropy, social projects etc.) Despite the passion for this type of promotion, it is the last in importance. If the product is of poor quality, the price is high, and the perception of consumers is negative, then no sponsorship will force him to buy. Product promotion creates a favorable atmosphere for the enterprise and its products in competition with competitors.

There are the following channels for promoting goods:

· personal communication;

· non-personal communication;

· on explanatory propaganda (sales personnel of the enterprise); social and household (friends, colleagues, neighbors);

· expert-evaluative (independent persons, experts) To stimulate the work of channels of personal influence, an enterprise can identify the most influential persons in the consumer environment and focus special attention on them, create leaders public opinion, supplying them with goods on preferential terms, purposefully establish relationships with leaders public organizations, use influencers in advertising.

Channels of non-personal communication - communication with the buyer through the means of disseminating information that convey the message in the absence of personal contact and feedback. Non-personal promotion channels include:

· means of mass and selective influence (newspapers, magazines, television, billboards, signs, posters);

· specific atmosphere - a specially created environment that is favorable for the emergence or strengthening of the buyer's desire to purchase goods (consulting firms, banks)

Personal selling is used when selling industrial goods in the following cases:

· when it comes to significant order and direct distribution channel \"manufacturer - buyer\";

· when to effectively use the service network of geographically concentrated consumers;

· complex and expensive equipment needs a detailed consultation of the consumer, a demonstration of the operation, additional sales services (delivery, installation);

· consumer organizations prefer superior personal contact and service;

· personal selling can be used to recognize a product on the market

Benefits of Personal Selling:

· individual attention to each customer;

· the ability to transfer a significant amount of information;

· flexibility, the ability to adapt to the requirements of an individual consumer;

· the amount of expenses is less than when using other types of promotion;

· enables the consumer to get first-hand information about prices, service, etc.;

· feedback has a clear effective character;

· at the expense of the consumer, you can make sure that the marketing policy is correct

Disadvantages of Personal Selling:

· large expenditure of time per consumer;

· lack of self-service;

· criticism of the seller for lack of honesty and excessive pressure on the buyer

Therefore, the use of personal selling as one of the sales incentives is one of the means in the sale of manufactured goods.

.Types of promotion

There are four main types of promotion in marketing: advertising, direct selling, promotion and sales promotion. Let's consider them in more detail.

Advertising. Modern theory marketing defines advertising as "non-personal forms of communication carried out through paid media with a clearly identified source of funding." It is necessary to distinguish between advertising as part of marketing and advertising in general. The main function of advertising in marketing is to inform the consumer about the consumer properties of goods and the activities of manufacturers.

It is through this prism that advertising should be viewed. You can give an arbitrarily prestigious and expensive advertisement, but if the advertised product is not in demand on the market, it is unlikely that it will be possible to sell it.

The effectiveness of the impact on consumers is determined by the evaluation of the promoted goods contained in the advertisement and the arguments in their favor. If the consumer does not find such an assessment and reasoning, then the effectiveness of advertising is significantly reduced.

.objective arguments: logically revealing the features of the advertised products

.subjective arguments: forming certain emotions and associations in consumers In any case, the advertising message should contain some kind of unique selling proposition for the consumer, which says: "Buy the proposed product and you will receive this specific benefit." The promotional offer must be radically different from all competitors' offers. Its uniqueness can be associated with the uniqueness of either the product, or the target market, or the advertising message itself. Without the uniqueness of the offer, you should not count on the uniqueness of the demand. For advertising to be effective, it must be remembered by consumers, and this depends on its value and informativeness. Usually in marketing there are three types of perception of advertising information:

· demanded information that is accessible, understandable and quickly remembered. Such information does not require expensive advertising media. A few lines in a newspaper or on a bulletin board - and advertising will "shoot". For example, information about "help" in writing term papers and theses for students;

· random information that is not remembered or remembered with great difficulty. Such information is "attached" to the carrier of the advertisement. The potential consumer should know where to look for the promotional offer if necessary. For example, most of the consumers who want to supply plastic windows, refers to free advertising publications. The task of the seller here is to be at the right time in the right place;

· unnecessary information that the consumer ignores or annoys him. Unnecessary information is always present, since it does not happen that the product is in demand by absolutely everyone. The question is which part of the audience perceives advertising information as unnecessary, and which part perceives it as accidental or in demand (for example, the audience of television advertising).

As soon as the consumer realizes his need for the advertised product, he is ready to make a decision about its purchase. The task of marketing when planning promotional events is to correctly determine the target audience and the means of conveying information about the product. Do not try to force the buyer to purchase the product, but to facilitate his independent decision to purchase.

Personal (direct) selling

This is part of the promotion of goods, including their oral presentation for the purpose of sale in conversation with potential buyers. Another name for this activity is direct marketing. It does not require additional financial investments and acts as a higher level of business organization than a banal retail trade or the provision of personal services. At a minimum, this type of promotion implies knowledge by the sales staff of the features of the application and maintenance of the goods sold, as well as qualified customer service. We are talking about communication technologies for promoting goods in the process of communicating with customers. Seller in trading floor is designed to provide the buyer with a "last argument" in favor of making a decision to purchase a product.

Ignoring direct sales methods can lead to a significant reduction in them, even if all other marketing conditions are met. So, for example, if the goods are cheap and of high quality, the location of the store is ideal, the assortment is huge and the advertising campaign is effective, but the sellers are rude and disinterested in communication, sales in point of sale are unlikely to be successful.

The essence of personal selling is to transform the sales agent from a simple order taker from consumers into their active earner. The organization of personal selling is based on the use of two main approaches:

· sales orientation: an aggressive selling method that involves discrediting competitors, exaggerating the merits of one's own products, and discounting for immediate purchase. The motto of this approach is: "Sales at any cost";

· customer orientation: a method of participating in solving customer problems. Based on identifying the needs of potential customers and suggesting ways to meet them. The motto of this approach is “Sales through collaboration”.

There are many benefits to personal selling, including:

· individual approach to each consumer and the ability to transfer a significant amount of information;

· smaller than in advertising, the amount of costs that do not bring financial result;

· feedback from consumers, allowing timely adjustment advertising campaigns and production process.

The main disadvantage of personal selling is the higher level of turnover costs. Personal selling is most effective when the seller has an exclusive product on the market.

If the goods are sold simultaneously by traveling salesmen and retail, then personal sales will inevitably lose competitiveness, as the product loses its exclusivity in the eyes of buyers.

In general, personal selling is extremely effective in solving a number of marketing tasks: identifying potential customers, collecting information about the market, etc. Reliance on sales staff allows you to more effectively communicate with consumers and respond faster to any changes in the market situation.

Propaganda. It is a kind of public relations, representing a non-personal and not paid by the sponsor stimulation of demand for goods through the dissemination of commercially important or image information, both independently and through intermediaries.

The purpose of propaganda is to attract the attention of potential consumers without the cost of advertising.

Main propaganda tools:

· speeches: participation of company representatives in the opening of various events, welcoming speeches, etc.;

· events: organization of press conferences and online meetings, holding seminars and anniversaries, participation in exhibitions, competitions and competitions, etc.;

· news: providing the media with favorable news about the company, its products and employees (press releases);

· publications: annual reports, newsletters, brochures, magazine or newspaper articles and other printed materials used as tools to influence target markets;

· sponsorship: allocation of time, money and material resources to facilitate the organization of charitable, sports and other socially significant events;

· means of identification: the use of the emblem (logo) of the enterprise, writing paper with watermarks and other marks, multi-color seals, business cards, creating websites, developing a unified style and design of premises, introducing uniforms for employees, distributing brochures about the enterprise, etc.

Four types of propaganda recipients should be distinguished:

· Consumers: in order to form a positive image of the product (usually associated with the environment) and the image of the company. The task is solved through the organization of promotions, socially significant mass events, placement of image materials in the media, etc.

· Counterparties: for the purpose of development trading network and attracting new partners. The task is solved through exhibitions, presentations, distribution of promotional materials, etc. These events allow you to get a double effect through the presentation of products and personal contacts with customers.

· Key journalists (press, radio, television, Internet): in order to promote free information about the most significant events and production novelties. The task is solved through the organization of press conferences, distribution of press releases, etc.

· State and municipal authorities and administrations: in order to involve them in business development. The task is solved through participation in social significant projects, co-financing of mass events, etc. There is an important pattern: the higher the level of monopolization of the market, the more propaganda prevails over advertising. Otherwise, the commercial effectiveness of promotional activities is much lower than the effectiveness of advertising and propaganda is less important for product promotion.

Sales promotion. This is a set of other activities designed to promote the promotion of products. It includes activities related to relationships in the sales and promotion system that are not included in other components of the marketing mix.

A characteristic feature of sales promotion measures is their direct connection with the consumer properties of the product, its price or distribution system. Sales promotion is aimed at three addressees:

Buyers: to encourage consumers to make more purchases. Forms of stimulating buyers can be different:

· contests, games and lotteries;

· loyalty programs (re-purchase discounts, discount cards);

· promotions on the occasion of the launch of goods on the market or for any other reason;

· demonstration of goods by promoters;

· free samples (samplers), discount coupons, etc.

Counterparties - in order to encourage them to increase the volume of trade transactions and focus on promoting the supplier's products. Forms of incentives for counterparties can be different:

· providing campaign materials and commercial equipment;

· assistance in learning sales staff;

· holding competitions based on the results of sales, authorized dealership, etc.;

· provision of related services (legal, information, etc.)

Sales staff: in order to encourage sales staff to send more effort to improve the quality of service and attract consumers. Forms of incentives for sales staff can be different:

· sales competitions between employees;

· material (bonuses, bonuses) and moral (certificates, honors board) stimulation;

· training, treatment and retraining of personnel at the expense of the company;

· payment of vouchers for employees who have no complaints from the employer, etc.

Conclusion

promotion promotion sale consumer

The impact of promotion campaign objectives on the methods chosen may be as follows. If the goal is to create mass awareness of a new product, then advertising will be used more than other promotional methods. If the goal is to provide detailed information about the characteristics of a durable product, it is preferable to use personal selling and sales promotion methods to attract consumers to Retail Stores. Advertising will be used in moderation.

The size, geographic, socio-economic and other characteristics of the target market also influence the choice of promotion methods. Thus, if the size of the market is limited, then the most effective method promotion can be personal selling. If the market is local in nature, then it is advisable to use local media for promotion purposes, if it is national in nature - national media.

Product characteristics also influence the choice of promotion methods. To promote products for industrial purposes, personal selling is more often used, for mass consumer goods- advertising. The sale of seasonal goods is usually accompanied by intensive sales and the use of sales promotion methods. Personal selling is used less often, if only because it is impractical to have a deployed staff of marketers throughout the year.

Promotion methods may be different for different stages of the product life cycle. At the implementation stage, advertising is actively used both for consumer goods and for industrial and technical products. For many products, personal selling and sales promotion are also widely used at this stage, for consumer products daily demand at the stage of growth and saturation - advertising. Promotion of industrial products at these stages of the life cycle requires a concentration of efforts on the use of personal selling and sales promotion. During the decline stage, marketers usually reduce promotional activities for "old" products, especially the use of advertising. More emphasis is placed on personal selling and sales promotion.

The price also significantly affects the choice of promotion methods. Expensive items usually require more intense use of personal selling. So, potential buyers want to get more specific information about pricing policy. For cheap FMCG products, advertising is more widely used.

The possibility of applying certain promotion methods is determined, for example, by whether certain advertising media reach the target audience or not. Advertising of certain goods (alcohol, tobacco products) may be prohibited. This problem becomes especially relevant when promoting goods in other countries. For example, television advertising is minimal in Scandinavian countries. An organization may wish to increase the staff of sales agents, but cannot find specialists with the required qualifications.

Bibliography

Galkin V.V., Sysoev V.I. Economics of physical culture and sports: Tutorial for higher and secondary professional educational institutions physical culture. - Voronezh, 2003. - 252 p.

Marketing strategy of a sports organization. December 3rd, 2008

Strategic planning in a sports organization is one of the main management functions, which is the process of choosing the goals of a sports organization and developing a development strategy to achieve them.

Why do you need a marketing strategy for a sports organization?

The purpose of developing a strategy is to determine the main priority areas and proportions for the development of a sports organization, taking into account the material sources of its provision and market demand. The strategy should be aimed at the optimal use of the capabilities of a sports organization and the prevention of erroneous actions that can lead to a decrease in the efficiency of a sports organization.

The goals of developing a marketing strategy for a sports organization can also include:
- anticipation of customer requirements
- improving the quality of services provided
- setting the price level taking into account competition
- improving the image of a sports organization

To the objectives of the marketing strategy sports organizations can be attributed:
- profit growth planning
- planning the company's costs and, as a result, their reduction
- improvement of the company's social policy
-increasing the share of sales

The main elements of a marketing strategy in a sports organization.

Marketing, being an integral component of the effective management of sports organizations operating in market economy, itself is a control object. Russian and foreign practice shows that the effectiveness of market activity management increases when strategic and opportunistic types of management are combined with a predominance of the strategic type. Based on this, the marketing activity management process includes the following elements: analysis of the market opportunities of a sports organization, formulation of the organization's mission, setting the goals of marketing activities, developing a model of the organization's market behavior, developing a marketing strategy (including the formation and selection best options strategies), development of the action program and budget, implementation of marketing activities, control of results, correction of previously taken actions and marketing strategies.

Mission of the sports organization- this is the public goal of the activities of a sports organization (understanding of a sports organization of its role in the sports industry). Mission (that is, purpose) is the answer to the question of what the activity of a sports organization is and what it intends to do.

As you know, the mission defines the main goal of the organization - a clearly expressed reason for its existence and contains the answer to the question of what the sports organization wants to achieve in its own right. broad sense. The mission statement should reflect the position of a sports organization in relation to the external environment (sports movement, potential and real customers, competitors, society, the state, etc.), contain the tasks of its sports and market activity reflect and demonstrate the level of culture and working atmosphere of the organization. Despite the fact that the issue of developing a mission for sports organizations is still open and waiting for its researchers, it is obvious that the ultimate goal of marketing for both commercial and non-commercial sports organizations should be recognized as the desire for the most complete satisfaction of human needs both in physical improvement and in moral needs.

Goals of the sports organization are the short and long term results that the firm hopes to achieve. Setting clear goals helps develop an effective strategy and allows you to transform the mission of a sports organization into concrete actions.

Goals express a managerial commitment to achieve specific results within a specified time frame. They are formed by dividing the mission into components and the goals that support it.

The mission of the organization should have a spread in a detailed list of goals and objectives. There are six groups that reflect the main strategic directions of the marketing activities of sports organizations:

• the goals of increasing the competitiveness of the main and related services offered by the organization;
• the goals of communications are to achieve the necessary degree of fame of the organization through advertising and the formation (improvement) of the image;
• sales purposes - organizing and improving the distribution (sales) of services of a sports organization;
• achievement (increase) of profitability of sports and health and sports services;
• personnel development of the organization;
• pricing policy goals.

Sports organization development strategy is a management plan aimed at strengthening its position, satisfying customers and achieving its goals.

As the results of the analysis and generalization of literary sources, as well as the first practical steps of domestic sports organizations in marketing management, show, the analysis of market opportunities involves the study and evaluation of external and internal environment sports organization:

Analysis of the external environment- assessment of the state and development prospects of the most important, from the point of view of a sports organization, objects and factors environment: industries, markets, suppliers and a set of global environmental factors on which the company cannot directly influence, or this influence is limited.

Analysis of the internal environment- this is an analysis of the strengths and weaknesses of the company, an assessment of its potential, which it can count on in competition in the process of achieving their goals.

Analysis of the way and style of life of the population, the study of needs and requirements various categories and population groups, identifying real and potential customers of a sports organization;

Segmentation of the market represented by real and potential clients sports organization, the choice of market segments that the organization can best serve and on which it will focus its main efforts;

Analysis of the internal environment of a sports organization: assessment of financial, logistical, personnel and other opportunities, professional readiness of the organization's staff to work with target client groups;

Study of the competitive environment: analysis of the position, potential and development prospects of the nearest competitors - sports organizations and facilities in terms of their financial, material, technical, technological, personnel and other capabilities, the range and quality of the services they offer, the characteristics of the clients they serve; comparing the capabilities and resources of your own organization, the parameters of its services with similar characteristics of organizations and services of competitors, primarily in the market segments of interest; analysis of opportunities for cooperation with competitors to combine advertising efforts, improve the level of marketing training of employees, etc.;

The implementation of the strategy involves choosing the right combination of structure and control of the implementation of the sports organization's strategy. In general, control is necessary because although the management structure assigns roles and tasks to performers, it does not provide them with motivation.

Strategic control systems are systems of control, observation, evaluation and feedback that provide managers with information about the performance of the organization and the need for corrective actions.

How long is the strategy for?

If we talk about the mission of a sports organization, then it is developed only once or is formed historically. The mission determines the direction of development.

Unlike the mission, the goals of a marketing strategy are temporary and require a deadline when they are achieved.

Materials for this article were taken from the following sources:

1. Marketing by notes: a practical course on Russian examples.
2. MANAGEMENT OF MARKETING ACTIVITIES IN A SPORTS ORGANIZATION: A CONCEPTUAL APPROACH AND TECHNOLOGY ELEMENTS

Marketing, as a production management system and the sale of goods, in the field of physical culture and sports (PKiS) is just beginning to enter the market.

To avoid difficulties with implementation, it is necessary to know the principles, functions and structure of sports marketing.

Sports Marketing Principles:

A. Knowledge of market opportunities in general and in a given economic region.

B. Deep study of the consumer (age, intellectual level, income).

B. Production according to demand.

Sports Marketing Functions:

1. Market depth research.

2. Planning the range of goods and services.

3. Organization of distribution of goods and services.

4. Stimulating the sale of goods and services.

In the structure of marketing of physical culture and sports, the following areas can be distinguished:

1. Manufacture and sale of simulators and equipment.

2. Marketing of consumer goods (clothing, footwear).

3. Marketing of services (massage, exercise therapy, tourism, hotels, excursion services, etc.).

4. Marketing in the field of elite sports (the application of the work of Russian coaches and active athletes in Russia and abroad), it can be designated as export marketing.

Marketing in the field of FKiS is integral part general marketing. Orientation to the market production of goods and services in the field of physical culture and sport and sports implies more a high degree organization, technical equipment, training.

Marketing cannot be created overnight, it is formed gradually. For the FKiS sphere, it begins not so much with market research, but with the formation of the structure of services, advertising, and pricing policy.

Marketing programs have different purposes. This may be a program that determines the activities of an individual producer of goods and services of FKiS in the market. For example, the Volgograd Tennis School sets itself goals of various levels: to build courts, to teach children and adults how to play, to offer related services, etc.

Another type of marketing activity is a systematic analysis, control, planning, accounting for changes in the market where similar goods and services are sold. Without this, the successful activity of the sphere of physical culture and sports is impossible.

Marketing in the field of physical culture and sports is just beginning to take shape, and, unfortunately, there are practically no scientific approaches yet. Therefore, the rich experience of highly developed countries should be used.

The main goal of the FKiS is to create its own market segment, at least within the country, and the main issues are how to provide the market with goods and services and guarantee a high income.

This goal can be achieved by:

increasing the volume of goods and services offered (if there is demand in the market); development of additional market share; improving the quality of offered goods and services.

Long-term marketing takes into account the following circumstances (Fig. 4):

1. Each market segment has its own specifics.

2. The sphere of physical culture and sports can focus on several market segments.

3. Individual enterprises, organizations, private manufacturers can

work in alliance with each other.

4. Before entering the market, it is necessary to have comprehensive information about the economic situation.

Fig.4. Marketing Management Process

In an industrial-informative society, sports and recreation occupy an increasingly important place. Millions of people are involved in this area, it is served by scientific, industrial, commercial and other structures. Enormous funds are invested in the emerging industry, and it, in turn, creates significant capital. For example, the final of the European Football Champions Cup between Crvena Zvezda and Olimpik aroused such great interest among almost 100,000 fans that the marketing profit amounted to about 30 million dollars.

In the field of mass (recreative) sports, such types as shaping, aerobics and other health systems have become widespread. They collect a huge number of active participants by providing health services to the population, huge amounts of money are earned, the turnover is estimated at hundreds of millions of dollars.

Maintenance and management of the emerging industry constantly requires a thorough study of the interests and needs of those involved in physical culture and sports. For their most complete and optimal satisfaction, serious research is needed on the production and consumption of goods, services, the introduction of new technologies, etc. This is only within the power of marketing, which ensures constant adaptation and innovative entrepreneurship both in the market as a whole and in its industry sector.

Marketing in sports and recreation aims to explore opportunities for successful implementation activity programs (training, recreation lessons, games, competitions, excursions, health promotions, etc.), while ensuring maximum profit.

In the marketing process, research is carried out on:

a) sports clubs, societies, groups of people united by common interests;

b) activity programs that satisfy these interests, and the values ​​that are achieved as a result of the implementation of these programs;

c) places, conditions and atmosphere for the implementation of programs;

d) issues of popularization of activity programs from the position of participants, organizers, sponsors and patrons;

e) the interests of the audience. Attention is also drawn to related attributes (designations of belonging): signs, colors, flags, emblems, names, songs (hymns), "uniforms" (T-shirts, scarves, caps, and so on), as well as images reflecting specific activity programs.

Marketing in sports and recreation is a chance, a challenge and the creation of conditions for the implementation of real programs for everyday work in the field of physical culture and sports. More and more convincing is the fact that there is no sport and recreation without marketing, and sport and recreation are unique Marketing communications. Therefore, during the period of transition to the market and directly in its conditions, an ever wider use of marketing is necessary, which can become a guarantee of the effectiveness of sports.

Questions for independent work

1. What is called marketing? Why do businesses and organizations resort to marketing?

2. Why is it important to study needs and motives in marketing?

3. How does a sports organization study markets?

4. What is the market in general and sports market in particular?

5. What kind of economy is called a market economy?

6. Economic goals and functions of the market?

7. Are there objective laws in a market economy?

8. How to research the market situation?

9. How to evaluate the strategy of the main competitors?

10. What is the price?

11. Briefly analyze the interaction of market demand, as well as supply and price.

12. What tasks does the planning of work on physical culture and sports solve?

13. What is a targeted integrated program?

14. How are staffing requirements calculated?

Successful work of a physical culture and sports organization in the service market is impossible without effective system formation of demand, organization of external and internal logistics, service and sale of services. These elements belong to the field of marketing activity, which is a complex of the following coordinated processes:

Planning;

Economic justification;

Service production management;

Promotion of services to consumers;

Management of the processes of pricing and sale of services.

The creation of such a system in a physical culture and sports organization is associated with the need to develop and implement a set of measures related to the integrated marketing system, within which the work of all departments of the organization is aimed at optimizing the interests of the consumer and the manufacturer.

The main objective of such marketing for the service provider is to achieve and maintain customer loyalty to the organization with the maximum commercial benefit for itself. With the help of the integrated marketing management system, the tasks of competitiveness, optimal loading production units and obtaining maximum profit at the optimum cost of resources.

Practice shows that the starting conditions of a physical culture and sports organization that starts its business activities are usually characterized by the presence of a small set of marketing elements (minimum Advertising activity, studying the prices of competitors, primitive pricing). However, a physical culture and sports organization, if it plans to firmly and permanently establish itself in the market paid services in the conditions of fierce competition, must have a reasonable concept of its development in various areas, and above all in the line of marketing.

According to the definition of F. Kotler, the marketing system includes the organization itself and all groups or subsystems interested in its work: consumers of services, employees of the organization, suppliers, advertising agencies, scientists, consultants and all those with whom the organization has established mutually beneficial business relationship. In this context, the marketing system of a company, whatever its size, should be considered as an open socio-economic system that is interconnected with other systems endowed with certain attributes.

The leading subsystem of the marketing system is undoubtedly the consumer of the services offered by the physical culture and sports organization, therefore it is aimed primarily at optimizing the interaction between producers and consumers of services, including planning, pricing, promotion and implementation of high-quality services at a high level.

It is possible to talk about the marketing system of a physical culture and sports organization only when the organization has clearly formulated strategic and tactical goals, an effective mechanism for their implementation, combined with efficiency control and situation analysis. The introduction of a marketing system means the transition of an organization to a marketing management model, which is characterized by the following:

The emphasis is on a self-fulfilling person;

The organization is seen as a living organism, which consists of people united by common values;

The organization should be characterized by a constant desire for renewal, aimed at adapting to external factors, the main one being the consumer.

Marketing system can be implemented different ways depending on the goals set, the size of the physical culture and sports organization, its position in the service market, financial capabilities and other factors.

The philosophy and concept of management in conventional and marketing-oriented organizations are represented by a number of different aspects. The formation of a marketing approach, according to A. Razumovskaya and V. Yanchenko, is a reaction to rapid changes, constantly changing technologies and the uncertainty of the environment, a balanced combination of human values, organizational changes and continuous adaptation to changes in the external environment.

Most often in Russia, the marketing system arises and is introduced into the structure of the organization in stages, along with the development of the organization. The most important point when identifying and developing the directions of this activity is the understanding of the behavioral model of the consumer of services, which should reflect not only the logic of the process of making a decision to purchase the services of this physical culture and sports organization, but also all the problematic blocks from the point of view of marketing that accompany its movement “from entry to exit".

The difference between the concepts of conventional and marketing-oriented organizations is as follows:

The conventional organization focuses on operational issues, the marketing-oriented organization - on the strategy;

An ordinary organization focuses on stability, a marketing-oriented organization - on timely adaptation to changes in the external environment and the impact on it;

A conventional organization has a technological imperative, a marketing-oriented organization has an organizational imperative;

The most important resource of an ordinary organization - a production, marketing-oriented organization - is a human one;

For an ordinary organization, the maximum fragmentation of work, simple and narrow specialties are characteristic, for a marketing-oriented organization - an optimal grouping of work, broad, multi-aspect specialties;

Ordinary organization conducts external control(managers, staff of controllers, formal procedures), marketing-oriented organization - self-control (self-regulating systems, self-discipline);

The usual organization is pyramidal and rigid organizational structure, the development of vertical links (subordination - leadership), a marketing-oriented organization - a flat and flexible organizational structure, the development of horizontal links that ensure effective interaction between departments and employees;

For an ordinary organization, an autocratic style of management is characteristic, for a marketing-oriented organization - a democratic style based on the interest of all employees in the success of the organization;

An ordinary organization plays a competitive political game, a marketing-oriented organization - cooperation, collegiality;

In a conventional organization, the interest of employees in the success of the organization; in a marketing-oriented organization, lower-level employees are interested in the success of the organization;

An ordinary organization acts only in its own interests or in the interests of its departments, a marketing-oriented organization acts not only in its own interests, but also in the interests of society;

For an ordinary organization, alienation is characteristic, for a marketing-oriented organization, involvement;

An ordinary organization shows a low risk appetite, a fear of it, a marketing-oriented organization is aimed at innovation and the associated risks.

The basis of the marketing system is formed by subsystems that reflect the relevant areas of marketing activities of almost any organization (company), namely: strategic marketing, external (distant) environment, service market (services, consumers, competition), promotion of services to consumers, production of services, pricing and sale of services, service and tangible factors, internal marketing, marketing Information system, development of the organization (company). These subsystems are functionally and informationally interconnected and are aimed at solving the main marketing tasks.

Strategic Marketing solves management problems at the organization level: setting goals, forecasting, planning, coordination, control, as well as developing (adjusting) the corporate philosophy and mission, strategy, policy, procedures and other documents regulating marketing activities.

Marketing of the external (far) environment conducts an analysis of the external environment, forecasting the political situation, the legislative framework, the economy, demography, ecology, social environment, science and technology, mentality, geopolitical situation, general characteristics industries.

Service market marketing studies and monitors the market of core and related services for the organization: segmentation of target niches, service consumers (needs, requests, preferences), core and related services, competitive environment.

Service promotion system to consumers controls the method (means of functional units), using

advertising (media, Internet, directories, etc.), sales promotion (promotions, discounts), corporate partners, direct sales, public relations, and also forms the image and general credibility of the organization through the first persons, PR managers, employees.

Marketing pricing and selling services manages the pricing and sale of services.

Internal Marketing conducts training for participants in the main process (providing basic and additional services) in marketing technologies when hiring, manages the quality of performance marketing functions participants in the process of forming long-term relationships with consumers of services, namely: the formation of a system of indicators, regular monitoring of indicators, the identification of deviations and their analysis, the formation of control actions, the implementation of actions (administrative decisions, training through trainings, individual adjustment), performance monitoring, takes part in certification of participants in the main process in the "marketing" section, organizing classes before certification, in order to increase the motivation of employees.

Marketing Information System (MIS) carries out information support making managerial decisions.

Organization development subsystem conducts marketing study (support) of new business projects and business ideas.

All tasks solved within the framework of integrated marketing are related to different types marketing.

External Marketing Complex is aimed at consumers of services and external organizations, i.e. for people who do not work in a specific physical culture and sports organization.

Internal Marketing Complex is the work of education, training and effective motivation all employees of the physical culture and sports organization.

Strategic Marketing involves a constant systematic analysis of market needs, which contributes to the development promising services intended for specific groups consumers. Strategic marketing is carried out by network physical culture and sports firms that have a marketing service.

Interaction Marketing in the field of physical culture and sports services determines the ability of staff to serve the consumer at all stages of interaction with him. Each of the marketing directions is designed to ensure the achievement of the set goals in a complex.

Marketing management is an activity aimed at analyzing market opportunities, selecting the most promising target markets, developing the entire range of marketing activities and implementing the adopted marketing programs. There are 4 stages in marketing management:

1) analysis of market opportunities;

2) selection of target markets;

3) development of a marketing mix;

4) implementation of marketing programs.

Use of marketing information and clear marketing strategy allow you to identify new markets, take a stronger position in the developed markets, expand the boundaries of product distribution, improve the product or service offered, offer qualitatively new products. However, it should be taken into account that there is a significant difference between the identified opportunities and the actual implementation of these opportunities. A firm's marketing opportunity can be defined as an attractive direction of marketing efforts in which the firm can achieve competitive advantage. To do this, it is necessary to deeply analyze the state of affairs in the company and the resources available to it. This analysis reveals the strengths and weak sides, evaluate its real opportunities, outline a strategy for realizing market opportunities.

The selection of target markets lies in the fact that a firm or organization is oriented in the production of its goods or services to a certain group of consumers that differ in certain characteristics from all the others. For this it is necessary to carry out:

Measurements of demand volumes and its forecasting;

Market segmentation according to certain principles;

Selection of the target market segment with the subsequent possibility of a gradual transition to other market segments;

Positioning of goods and services in the market.

The development of the marketing mix is ​​associated with the allocation of controllable marketing variables, the totality of which the company uses in an effort to evoke a response from the target market segment.

The possibilities of influencing the demand for goods and services can be differentiated into groups:

Goods (a set of products and services that the company offers to the target market);

Price (the amount of money that consumers must pay to receive the goods);

Method of promotion and distribution (all kinds of activities on the way of goods from producer to consumer;

Methods of demand formation and sales promotion (all kinds of activities of the company to disseminate information about the product and its merits).

The solution to the problems of developing the marketing complex depends on the position of the organization and its behavioral strategy in the market. The development of the marketing mix requires additional services, as well as a marketing planning system and marketing information.

The implementation of marketing programs requires the presence of auxiliary marketing management systems. Including any physical culture and sports company must have a system of marketing information, marketing planning, marketing service organization and marketing control.

Marketing planning refers to the development of plans for each individual production, product or brand of the company. This implies that the firm has already made a strategic decision about what to do with each of its productions. Now for each of them you need to develop a detailed marketing plan: what exactly needs to be done to achieve the intended marketing goals. This plan becomes the basis for the coordination of all types of activities - production, financial, marketing.

An important aspect is the system of organization of the marketing service. Depending on the size of the company, the marketing service can be represented by one specialist or a whole group of specialists. Marketing departments can be organized on a variety of bases, with each firm building its organizational structure to maximize its marketing goals. The most common system is the functional organization of the marketing service. Functional organization lies in leadership various types marketing activities directly by marketers.

In companies trading throughout the country, the subordination of sellers often takes the form of organizing a marketing service on a geographical basis. Firms with a wide product range or a variety of branded goods use the organization of the marketing service for commodity or commodity-branded production. When selling their range of products in markets of different nature, firms use the so-called marketing organization according to the market principle. The main advantage of this system is that the company builds its work in relation to the needs of consumers that make up specific market segments.

Materials for the seminar "Marketing Management in Sports Organizations"“

Answer the following questions in writing:

1) Explain the need for marketing management in sports organizations.

2) Highlight the main stages of the marketing management process.

3) What market opportunities can be identified for a sports reserve training organization?

4) What does the stage of selection of target markets for a physical culture and sports organization imply?