Abstract
The puropse of this study was to detail analysis of the contributions of marketing theory to the management for physical education. In particular, the marketing mix that creates the desirable relationships between organization and/or area was reviewed. Also, the unique marketing mix in the theory of sport marketing-sport marketing mix (Mullin et al., 1993)- was constructed. In addition, the relationships between their components and the physical education service that is a key concept in the manegement for physical education were compared and examined. The main findings were summarized as follows: 1) The sport matketing mix was composed of "8P'S" such as "product", "price", "place/distribution", "promotion", "public relations", "participants", "physical evidence", and "process". 2) Physical education service and the related physical education service correlated with the 8P's that base on the sport marketing activities. Also, sport service as the total quality service (Albreht, 1992) could be developed and provided by the application of sport marketing to physical education service. 3) The concept of "undosha" was able to be understood from viewpoints such as sport donxumer and publics. Also, the process of "undosha behavior" and the type/classification of "undosha" were able to be expanded by the perspectives on sport consumer behavior and the market segmentation.
