مدل اكتشافي آميخته بازاريابي صنعت خدمات ورزش ايران

Exploratory Modeling the Marketing Mix in Services Sport Industry of Iran

The present study was conducted with propose of exploratory modeling marketing Mix in services sport industry. For this purpose, a Questionnaire consists of 45 components & .92 for reliability was prepared (P< 0/01). For collecting the data, were asked 108 people as represent of sport marketing clubs at super league matches of 9 sport field, to complete the questionnaire. Due to this, 98 questionnaires were completed. After collecting the data, exploratory modeling of the services sport marketing Mix has been made. Results showed that due to this exploratory model, there are 8 factors have the most important factors at the sport marketing mix in industry of IRI. The variables & loading of each to introduce each factor have been identified. The most important factors & variables have been identified to present for managers. The 8 factors were sponsorship management, Brand management, and Promotion management, powers of market, Public Relations management, Place management, Process management, and Place management. The brand management has been appeared instead of product management. The most important factor was place management. The most negative factor was pricing management. Expectations to affect on marketing mix, & at the variables to present each factor, depend on each factor loading variable.