Sport promotion and sales management

Abstract

At the beginning of third millennium, the world of sport has been experiencing new marketing techniques to introduce products and services. The purpose of this study was to compare advertising and sales promotion strategies, the effects of different strategies in sport production companies to retain or to gain market share among selected firms, which were active in Iran. The method of survey was descriptive -analytical and some questionnaires were used for collecting data in Likert scale. The validity of the questionnaire were estimated by interview with professors and exports in marketing and sport marketing and the reliability was assessed by using Cronbach's alpha (α= 0.89). Statistical population of the study includes Sport GoodsProducing companies in Iran (N= 180) and 122 firms formed the study sample. For testing the hypothesis, we have used Paired Samples T-Test. The analysis of findings showed that there was a meaningful difference between using advertising and sales promotion strategies. In general, we can say, there are some limited applications of using techniques and methods of sales promotion strategies in Iranian sport industry and methods of advertising. Consequently, regarding the intense competition among companies as well as fast growth of markets and fast changes in consumer's behavior, identifying the best methods for corresponding relationship to customer would be required.

Estrategias competitivas y gestión deportiva

“…Esta variable fue evaluada con 11 ítems que son propuestos por la literatura como las acciones que pueden usar los clubes para incrementar en sus fans el consumo deportivo (Aminiroshana et ál. , 2014; Irwin et ál.…”

Communication Management to Increase the Attractiveness and Profit of Fitness Centers

“…A challenge with advertising communications is to fully understand beliefs driving people's reaction toward advertising. Successful implementation of sports communication needs a better understanding of the beliefs composing reactions toward advertising of sports (Aminiroshana, Sharifianb, & Siyadata, 2014).…”

ความสัมพันธ์ระหว่างการเป็นผู้สนับสนุนกีฬากับการจดจำตราสินค้าของผู้เข้าร่วมการแข่งขันกีฬาแบดมินตันในประเทศไทย

“…When regression coefficients were considered, all aspects had positive influence and the most influential aspect on brand awareness was specific sport sponsorship, followed by activity support, location and facilities support, sport club/team support, responsible organization or agency support, and support via communication channel. (Astous & Bitz, 1995;Lee, Sandler,& Shani , 1997;Sandler & Shani,1989 (Milne & McDonald, 1999) (Richard,et al,2008) 1 3 (Aaker, 1991) (Richard,et al,2008)…”