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Marketing Mix Essay

1330 words - 6 pages

The National Football League is one of the largest corporate organizations in the United States. The league has been around since the 1920s but did not start becoming popular until the 1950s. In the 1950s the NFL embraced television to show games nationally. As the popularity of the sport grew throughout the decade another football league was born in 1960 called the American football league to compete with the NFL. In the 1970 season the two leagues unites as one because of the costly war over players in the 1960s almost derailed both leagues (mmbolding, na). After the league joined forces the National Football league became the National Football Conference (NFC) and the American Football ...view middle of the document...

The six teams in the NFC and the six teams AFC play against each other in their own conference until one team from each conference is left. The two teams left play each other in the Super Bowl.
The NFL is unique concerning price on the product. Price is the second element in the marketing mix. Kerin defines price as what is exchanged for the product (Kerin, Hartley, & Rudelius, p.11, 2011). The NFL does not charge fans to watch the games provided unless they go to a stadium. Fans can watch a game without charge if they own an antenna or fans can listen to games on the radio. One could look at one’s cable bill as the price of admission to watch an NFL game. The NFL does not set the price of admission for fans to watch games in hometown stadiums. The team owners set the prices for admission, food, and beverages in the stadium. The NFL does set the prices the networks have to pay to air NFL games on a weekly basis. For example, CBS, ESPN, Fox, and NBC combined shelled out 3.1 billion dollars last season (Badenhausen, 2011). In addition, contract deals with Direct TV bring in an addition one billion dollars for the NFL (Badenhausen, 2011).
The NFL promotes its product in different ways. Promotion is the third element in the marketing mix and is defined by Kerin as a means of communication between the seller and buyer (Kerin, Hartley, & Rudelius, p.11, 2011). Networks possesing contracts with the NFL promote professional football through commercials on the radio, television, and Internet. For example, Fox advertises the games that will be shown on their network on Sundays. NBC and ESPN promote the NFL’s Sunday and Monday Night games. In addition, the day games shown on Sunday will differ depending on one’s geographical location even though it is the same network. For instance, Fox covers the Philadelphia Eagles games in this geographical but cover another team in another location of the country or state. The NFL also promotes its organization and product by supporting breast cancer awareness month. By promoting supporting breast cancer awareness month the NFL is reaching out female fans. The NFL also uses charties and community programs backed by the NFL like Play 60 to promote the organization.
The NFL has multiple places for fans to consume the product. The fourth element in the matrix mix is place, which is defined by Kerin as means of getting the product to the consumer (Kerin, Hartley, & Rudelius, p.11, 2011). One way the NFL brings the product to the consumer is by using the Internet. The organization has created a website completely dedicated to the NFL. The website posts player stats, team stats, team records, team schedules, and much more. In addition, the NFL uses major television networks like NBC, ESPN, ABC, and FOX to air NFL games on Sunday, Sunday night, and Monday...

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