مدل سازي هفت عاملي آميخته بازاريابي صنعت خدمات ورزش ايران

Modeling the 7th Factors Marketing Mix In Sport Industry Of Iran

The present study was conducted with propose of modeling the 7th factors marketing Mix in services sport industry. For this purpose, a Questionnaire consists of 45 components & .92 for reliability was prepared (P< 0/01). For collecting the data, were asked 108 people as represent of sport marketing clubs at super league matches of 9 sport field, to complete the questionnaire. Due to this, 9:-; questionnaires were completed. After collecting the data, then the ill factors modeling of the services sport marketing Mix has been made. Results showed that due to this model, service management is the independent variable and promotion management, place management, physical evidence, Participants are the dependent variables. Also, product management is the reply variable. Service management is main key to manipulate for managers and product management is the reply variable. There is no effect on product from promotion management. Also physical evidence is no effect on Participants, & Participants has a few effect on product. The t h factors model at the services sport marketing mix in industry of IRI doesnʹt have enough fitness with Iranian sport market & just 6 factors remain on it. The fitness of this model with data of services sport market has some disputable issues.