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Malygin A.

Degree	PhD in Economics, Associate Professor, University Sinergy
E-mail	malyginsport@mail.ru
Location	Moscow
Articles	Specificity of the product policy of a fitness club in a competitive environment The article deals with the specifics of the most significant marketing tool of a sports club — product policy. The authors show its place in the system of formation of competitive advantages, analyzed different types of products on the market a fitness club, as well as determine their priorities. The material is aimed at use in practice in the fitness industry. Russian fitness market is perhaps the most independent element of the domestic sports industry. For two decades he was almost without any help gov, was able to overcome the difficult stage of formation and continues to grow steadily. Its volume, according to experts, has reached 20.73 billion rubles, while the number of fitness clubs — was 4 – 5 thousand. One of the reasons for such a dynamic development — lively competitive environment, characterized by a large number of independent members, greater opportunities of choice for customers, the relatively low level of participation of the state, while a significant contribution with his hand in the promotion of healthy lifestyles. Under such conditions for the successful development of each individual market entity (individual club or clubs in the network) is crucial to the ability of management to use the full potential of marketing tools that are well adapted to the needs of customers. A key place in the complex marketing tools takes product policy. Read more... Marketing of sports events: analysis of key characteristics and typical marketing functions The article deals with the specific characteristics of modern sports events that affect their competitiveness. Sporting event is the central component of the sports industry, since it is a spectacle, unpredictable, bright and emotional, which draws the attention of numerous fans and spectators. The author defines two typical marketing functions of sports events. First, the function of the event as an independent marketing product that can bring income to the organizers. These include sports events offered to fans as leisure and entertainment products, business and educational events (professional sports events, thematic exhibitions, festivals, seminars, conferences, etc.). Secondly, the function of the event as a platform for marketing communications. Such events are a communication marketing tool and are offered to legal and physical persons interested in promoting their brands through sports or other centers of attraction for audiences. Presentations, press conferences, commercial exhibitions — all these marketing events are used as events of the second type. The author also suggests analyzing sports events based on an analysis of his attributes: goals, place, time, participants and actions. Correct work with them optimizes the process of building a competitive event, facilitates control over its condition and timely adaptation to market changes. Such approaches allow increasing the effectiveness of creating competitive advantages of sports events. Read more... Specific pricing policy of sport organizations The article discusses one of the marketing tools — price and its specificity in the sports industry. Here, in addition to the money price, you should also consider the temporary price, i.e. one that is measured by the time that customers of sports events and services pay for their use. Of importance is the temporary price in the mass and amateur sports, where in the economic exchange there are no traditional monetary forms of relations. Read more... The role of subjectivation in the formation of strategic competitive advantages of a sports organization The article discusses the key role of subjectivity in the marketing process of a sports organization. The author sets the stage for determining the subject at the very beginning of the entire marketing process, emphasizing its importance for all subsequent stages (object definition, analysis, building a goal-setting vision, developing tools and marketing control). The marketing entity makes strategic, operational and situational decisions, finances and administers marketing activities, builds interaction with other functions. The article suggests a method for determining marketing subjectivity, which is a four-step process. Read more... Competitive Assessment of the Marketing Potential of a Sport Marketing potential, as a scientific and practical category, is used to determine market opportunities for the development of an organization or product. Its universal nature allows us to explore the problems of improving the efficiency of marketing management in various fields of activity, including sports. The social significance of sports can significantly influence the readiness of specialists to adapt universal marketing strategies and tools to their activities. Relying on economic support from the government, the management of sports organizations and, above all, federations underestimate the market opportunities and marketing potential of their sports. The article discusses the specifics of assessing the marketing potential of a sport based on the analysis of the characteristics of their presence in the markets that make up the modern sports industry. The purpose of the study is to determine market criteria for assessing the marketing potential of a sport, suitable for practical use by sports federations. The author proposes an original methodology for analyzing the marketing potential of sports, taking into account the presence of sports federations in eight key markets: sports events, services, goods, facilities, personnel, as well as in the sports industry infrastructure market, sponsorship and quasi-sports products. In accordance with this, the criteria for evaluating the marketing potential recommended to the management of sports federations are determined. Read more...