Document Type : Research Paper
Authors
Abstract
Sport is counted as one of effective factors on improving economic and is the most well paid industry in 21st century. The purpose of this study is comparison promotion mix strategies and model of applying them amongst sport production companies in the Iran geographical domain. The method of survey was descriptive – analytical and was done by domain method. For collecting data we use questionnaires which were set based on the Likert scale. Validity of the questionnaire were estimated by interview with professors and exports in marketing and sport marketing (10 person) and reliability was assessed by using Cronbach's alpha (α= 0. 89). Statistical population of study included Sport Goods-Producing companies in Iran (N= 180) which around 122 companies formed the study sample. For testing hypothesis we have used repeated analysis of variance test .The analysis of findings showed that using personal sale strategy were most in the promotion strategies, and using advertisement strategy and direct marketing were less in comparisons with the others .In general we can say, using techniques and methods of marketing and promotion strategies in sport industry product section in Iran very limited and in this sense the situation is not desirable to take over.
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