year 7, Issue 4 (Winter 2019)                   Ann Appl Sport Sci 2019, 7(4): 28-35 | Back to browse issues page

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1- Department of Physical Education, Lahijan Branch, Islamic Azad University, Lahijan, Iran ,
2- Department of Sport Management, Faculty of Sports Science, University of Mazandaran, Babolsar, Iran
3- Payame Noor University, Rasht Iran
4- Department of Physical Education and Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
Abstract:   (1887 Views)
Background. Marketing is essential for any kind of conscious movement in todaychr('39')s market; a market that no longer recognizes either the borders or a particular customer.
Objectives. The aim of this research is designing and preparing the development model of marketing in volleyball Super League of Iran.
Methods. The current research is an applied one from the point of its aims. The research method for this study is mixed methods research of the discovery serial type. At the end of this stage, important factors contributing on the designing and preparing the development model of marketing in volleyball Super League were used. The population for this research included general managers, leaders, managers, and coaches present in the super league of Iran. The sample including 102 members was chosen based on theoretical sampling method using the Cochran formula. The research tool for this paper was a questionnaire consisting of 139 two-way 5-option questions. In order to test the hypotheses Lisrel and SPSS software were used.
Results. The results indicated that in optimal circumstances, management, environment, strategy, partitioning the goal market, locating, and mixed marketing are influential factors in Iran’s volleyball super league. Moreover, in optimal conditions, the priorities of the marketing variables of Iran’s super league are management, environment, strategy, mixed marketing, target market, and locating. In the current situation, sport marketing management in sport marketing strategy and mixed marketing has a positive significant impact.
Conclusion. In order to reach the above-mentioned marketing we should consider factors like management, environment, strategy, partitioning the target market, and contexts should be considered as influential factors.
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According to the latest direct and indirect relationships between the variables and the modifications made in the model, we can propose the following model for the marketing of the volleyball league in Iran:
- It is suggested that considering the fact that management factor is one of the most important elements in marketing in volleyball, it is necessary for the managers to train before and during management training to enhance their knowledge of business strategy based on reducing costs and improving quality and product innovation.
- It is also recommended that the volleyball federation and provincial committee members form an effective and strong market presence in order to obtain the necessary information and create a strong database in the field of positioning and market segmentation of the market and provide the necessary solutions for the effective presence of this sport in the market.
- It is suggested that managers and officials take the necessary coordination between the Ministry of Sports, the Volleyball Federation and the League in order to overcome the gap between the current and desirable factors affecting marketing.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2019/02/20 | Accepted: 2019/05/13 | Published: 2019/11/7 | ePublished: 2019/11/7

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