Case paper

The marketing mix concept (the 4 Ps of marketing) is a key concept in all business operations (especially athletic program fundraising). From the following scenario, develop a preliminary marketing mix synopsis.

You are the club directors of a not-for-profit junior level (any sport) program. The club operates in a small community (population under 20,000) and its funds are limited. To achieve the club’s mission and long-term goals, it is imperative that external funds be acquired. Develop a preliminary marketing mix which answers the following:

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1. What type of product (fundraising activity, event,or program) could you operate and who will it target in the community? This should be decided by both team members. (30pts)

2. What type of pricing structure will you use? Completed by one member. (25pts)

3. How will you distribute/place the fundraiser, event, or program in the community? Completed by one member. (25pts)

4. What type of promotional tactics will you consider (remember the club program’s funds are limited) Completed by one member. (25pts)

5. Create either a PowerPoint or Google Presentation. Completed by one member. (25pts)

You need to justify your answers and not just give a short simple answer.

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