Question

Questions

case on pages 341-344 in your text.

1. What is the LA Galaxy “product”?

2. Which of the seven elements of the service marketing mix are most important in the LA Galaxy marketing program?

3. How is promotion (advertising, personal selling, public relations, sales promotion, direct marketing) used by the LA Galaxy? Do these activities depend on the specific target markets?

4. How are social media integrated into the LA Galaxy’s marketing strategy?

5. How does the LA Galaxy assess the impact of its marketing activities? Has its program been successful?

Answer 1

1. What is the LA Galaxy “product”?

As a product, they have annual revenue of S44 million where the major shares come via club sponsorship and local TV rights and is it is valued at $240 million.

The club competes in MLS (Major League Soccer) which is the American version of EPL (English Premier League). The club has won the MLS title five times. The major highlight the club gained worldwide was when they had a high profile signing of the England player David Beckham when he was a star in Spanish Premiere league club Real Madrid.

LA Galaxy which can also be abbreviated as Los Angeles Galaxy which nothing but a football or a soccer team. IT is a football franchise based in Los Angeles, US. The franchise was founded in 1994.

2. Which of the seven elements of the service marketing mix are most important in the LA Galaxy marketing program? -

When looking at Product, Pricing, Place, Promotion, People, Process and Physical Evidence, one of the most important elements in the LA Galaxy marketing program are the people. They have identified a need to target audience of soccer fans only, instead of trying to market to everyone. At the same time, ticket sales are their primary marketing, so pricing would also be very important.

3. How is promotion (advertising, personal selling, public relations, sales promotion, direct marketing) used by the LA Galaxy?

Do these activities depend on the specific target markets? - Promotion is very important to the LA Galaxy. They stated in their video that their revenue comes from sponsors and ticket sales, so it is very important for the Galaxy to utilize their sponsors as a way to earn more money. Also as important is team LA, which is all over southern California and online to sell their products.

4. How are social media integrated into the LA Galaxy's marketing strategy?

- Social media is very important in the Galaxy's marketing strategy, because the video states that they have 1.3 millions people following them on all social platforms to include facebook, Instagram, google, etc. They said that it is important that they keep social media updated to keep all of the followers engaged.

5. How does the LA Galaxy assess the impact of its marketing activities? Has its program been successful?

- In the video, it states that they do an in depth, seat by seat, row by row analysis, at what prices were tickets sold vs. the price of market tickets. They then try to find family packs, group tickets, a variety of ticket options to appeal to all markets. They also try to provide value with their experiences and have new items to appeal to certain demographics such as free hot dogs and drinks with ticket purchases, after the game fireworks, bobbleheads, etc. Their program has been very successful.