Aplicarea cercetării de marketing în sport

Abstract

Sports organizations, regardless of their level in the sports hierarchy, realize the importance of smart marketing and management tailored to market requirements. Moreover, for each sports entity (public or private sports club, sports federation, sports school), the environments presented in the form of media and financial competitions that force them to think in strategic terms. All these components can be distinct topics in the curricular content of the study disciplines for the acquisition of marketing skills by sports specialists. At the national level, sports marketing is insufficiently adopted and applied, and its main global feature is in fact, non-directive, lack of knowledge in the field or why not, lack of explicit marketing strategies. Thus, we can mention that the urgent need for the application of sports marketing in the Republic of Moldova generates an increase in its role internally. However, some of the marketing principles apply to us - instinctively or empirically - in the organization of competitions, in the offer of sports services (especially private), in negotiations and contracts, in the pricing policy that some clubs, especially football, a applies to the cost of tickets, etc. In practice, we can see the openness of sports organizations to the knowledge of marketing, which involves researching the sports market, creating an attractive offer, promoting products, services and entities, proper management of sports facilities, developing relationships with partners in sports, capitalizing on the potential of sports organizations.