چکیده:
The aim of this study is to evaluate the sport marketing mix and its seven elements (product, price, promotion, place,
public relations, people, and physical evidence) in Iran’s volleyball super league from the viewpoint of ministry of
sport and volleyball federation managers in two conditions, namely existing and optimal. For this purpose, 102
subjects, among them the official staffs in the ministry of youth and sport up to general managers and volleyball
federation’s officials up to the managers of the sub-divisions, filled in the researchers’ constructed questionnaire with
an appropriate validity and internal reliability of 91% (Cronbach alfa). Based on the findings taken from the
viewpoints of the staffs in the ministry of youth and sport up to general managers, and volleyball federation’s
officials up to the managers of the divisions, CEOs, leaders, coaches and academics, it has been found that in the
existing condition, the component of product enjoyed the highest mean. Other components including price, physical
evidence, public relations, promotion, and distribution had lower means (in order mentioned). In the optimal
condition, the public relations variable had the highest mean, and other components had lower means. However,
there was a statistically significant difference between the two existing and mix optimal conditions and their 7
components such that according to the rank means, the existing condition had a lower score compared to the optimal
one. This means that in the existing condition, less attention has been paid to the mix elements.
خلاصه ماشینی:
"Evaluating the Components of Marketing Mix (7Ps) of Iran’s Volleyball Super League 1Siavash Khodaparast Sareshkeh*, 2Seyed Mohammad Hossein Razavi, 3Morteza Rezaee Soufi, 4Ali Mohammad Safania 1Department of Sport Sciences, Lahijan Branch, Islamic Azad University, Lahijan, Iran.
ABSTRACT The aim of this study is to evaluate the sport marketing mix and its seven elements (product, price, promotion, place, public relations, people, and physical evidence) in Iran’s volleyball super league from the viewpoint of ministry of sport and volleyball federation managers in two conditions, namely existing and optimal.
(2010) in a study deals with the sport marketing mix in the realm of soccer premier league and considered its seven elements (product, price, promotion, place, public relations, people, and physical evidence) from the viewpoint of physical education organization managers and Iran’s soccer federation and found that in optimal and existent circumstances these components do not have any priority in relation to each other.
ranking the existing status of elements in marketing mix of Iranian volleyball super league به تصویر صفحه مراجعه شود)) DISCUSSION AND CONCLUSION As noticed the current paper has studied the sport marketing mix and its seven components in Iran’s volleyball super league based on the viewpoint of officials enumerated above in the existing and expected circumstances and it has been found that in the existing circumstances the element of product had the highest mean and other elements had lower means.
(2008) studied the elements of the marketing mix in the volleyball super league based on the views of experts and managers and found that in the existing situation the elements provision, place, and product were in the middle point and price was lower than this even (19)."