advanced theory and practice in sport marketing - Marshalls University

More documents

Recommendations

Info

FROM THEORY TO PRACTICE – Continued their seat during play. The research indicated that this was occurring more often in the 200 level compared with 100 (lower) level of the arena. The Monarchs developed additional announcements incorporating clips from the Seinfeld comedy show educating fans to wait for a stoppage in play before leaving or returning to their seats. Additional ushers were placed in the 200 level to apply this policy. The Bank of America Championship used fan surveys to answer many of the same questions used in the Monarchs surveys. Additional research questions included: ■ How the tickets were obtained (from a sponsor, own company, gift, promotion …). ■ The number of days attending the tournament. ■ Number of golf rounds played per year. ■ Golf Handicap. ■ Reason(s) for attending (fan of golf, meet players, business, family outing …). ■ How they learned about the event. The Bank of America Championship also conducted focus groups of fans that had attended in previous years and did not attend the past year. The focus group allowed for participants to voice their opinion as to why they stopped attending the event. The above research aided to tournament officials in deciding how to best develop their marketing mix. Students interested in conducting marketing research should: ■ Be familiar with spreadsheet software (Microsoft Excel) and statistical software (SPSS). ■ Volunteer with local organizations to conduct market research. Professional market research is expensive and many minor league and non-profit organizations cannot afford to hire a firm. Organizations such as the Special Olympics, YMCA, Boy and Girls Club, or your local organization (i.e., Kiwanis) that sponsors a running road race would all be interested in your services. ■ By conducting this research, you will be able design, collect, analyze, interpret, and report your own findings. ■ Understand the importance of the market research process in the success of any organization. SPORT MARKETING RESEARCH 73
74 4 SPORT MARKETING INFORMATION SYSTEMS CHAPTER OUTLINE What Is a Sport Marketing Information System? Components of a Sport Marketing Information System Internal Reports System Sport Marketing Intelligence System Sport Marketing Decision Support System Value of an Integrated Sport Marketing Information System Conclusion The reader will be able to: CHAPTER OBJECTIVES ■ Recognize the purpose and uses of sport marketing information system. ■ Recognize the differences between the components of the sport marketing information system. ■ Understand how the research system interacts with the internal reports system, the intelligence system, and the decision support system (DSS), as well as with each other, to implement a most efficient and effective sport marketing information system.
Page 2 and 3:
ADVANCED THEORY AND PRACTICE IN SPO
Page 4 and 5:
ADVANCED THEORY AND PRACTICE IN SPO
Page 6 and 7:
ACKNOWLEDGMENTS, DEDICATIONS, AND E
Page 8 and 9:
CONTENTS Preface xiii Pedagogical F
Page 10 and 11:
The Sport Buying Process 161 The Sp
Page 12 and 13:
PART VI THE FUTURE OF SPORT MARKETI
Page 14 and 15:
PREFACE The field of sport marketin
Page 16 and 17:
the various types of sport consumer
Page 18 and 19:
E-BUSINESS AND E-COMMERCE The reade
Page 20 and 21:
PEDAGOGICAL FEATURES Advanced Theor
Page 22 and 23:
CRITICAL THINKING One of the most i
Page 24 and 25:
SUPPLEMENTS Advanced Theory and Pra
Page 26 and 27:
ABOUT THE AUTHORS DR. ERIC C. SCHWA
Page 28 and 29:
I SPORT MARKETING: THE BASICS
Page 30 and 31:
1 INTRODUCTION TO SPORT MARKETING C
Page 32 and 33:
profit by providing products and se
Page 34 and 35:
Product usage by consumers deals wi
Page 36 and 37:
the marketing concept. Delivery is
Page 38 and 39:
the post-sale services (warranties,
Page 40 and 41:
INTRODUCTION TO ETHICAL DECISION MA
Page 42 and 43:
FROM THEORY TO PRACTICE Frank Supov
Page 44 and 45:
2 MANAGING THE SPORT MARKETING MIX
Page 46 and 47:
intangible in nature. At the same t
Page 48 and 49:
Most of the Marketing Effort Is Not
Page 50 and 51: - Would the introduction of a broad
Page 52 and 53: Nonconsumers A nonconsumer is an in
Page 54 and 55: 2. Intangible support services incl
Page 56 and 57: competition. In addition, pricing i
Page 58 and 59: MOUNTAIN DEW AND THE X GAMES - Cont
Page 60 and 61: elaborated upon in the chapter, as
Page 62 and 63: FROM THEORY TO PRACTICE - Continued
Page 64 and 65: FROM THEORY TO PRACTICE - Continued
Page 66 and 67: II UNDERSTANDING THE SPORT CONSUMER
Page 68 and 69: 3 SPORT MARKETING RESEARCH CHAPTER
Page 70 and 71: on within the targeted market, and
Page 72 and 73: Establishing Sport Marketing Resear
Page 74 and 75: Descriptive Research Descriptive re
Page 76 and 77: esponses to the questions. The focu
Page 78 and 79: Determining Methods for Collecting
Page 80 and 81: methods because while not as widely
Page 82 and 83: SUPER BOWL MARKET RESEARCH - Contin
Page 84 and 85: esearch, the zero point may be an a
Page 86 and 87: Once all the questions are created,
Page 88 and 89: Pre-testing and Revisions After the
Page 90 and 91: Referral sampling is where the resp
Page 92 and 93: luxury suite owners) will view sati
Page 94 and 95: SPORT MARKETING POTENTIAL IN CHINA
Page 96 and 97: ■ EPM Communications, Inc. www.ep
Page 98 and 99: format for the questions is chosen,
Page 102 and 103: WHAT IS A SPORT MARKETING INFORMATI
Page 104 and 105: Organizational Area Information to
Page 106 and 107: information and translates purchase
Page 108 and 109: External Area Information to be Pro
Page 110 and 111: organization will look to how to be
Page 112 and 113: ETHICS IN SPORT INFORMATION SYSTEMS
Page 114 and 115: external environment that affects t
Page 116 and 117: 5 SPORT CONSUMER BEHAVIOR CHAPTER O
Page 118 and 119: consumer wants to be (ideal self),
Page 120 and 121: In this respect, the sport marketer
Page 122 and 123: How the Attitudes of the Sport Cons
Page 124 and 125: The Perceptions Developed by Sport
Page 126 and 127: standpoint, there are a number of e
Page 128 and 129: International and Global Interactio
Page 130 and 131: CONSUMER BEHAVIOR AND ETHICS: GOOD
Page 132 and 133: CONSUMER BEHAVIOR AND ETHICS: GOOD
Page 134 and 135: satisfy their needs. As with the sp
Page 136 and 137: ■ Example - The GM comes to you t
Page 138 and 139: Extensive problem solving is the ot
Page 140 and 141: The Decision Making Process As the
Page 142 and 143: at sport products. The evoked set i
Page 144 and 145: GLOBAL CONSUMER BEHAVIOR: CONSUMER
Page 146 and 147: GLOBAL CONSUMER BEHAVIOR: CONSUMER
Page 148 and 149: Viral Marketing However, specifical
Page 150 and 151:
The Diffusion Process The diffusion
Page 152 and 153:
product in an average amount of tim
Page 154 and 155:
pass through when making a decision
Page 156 and 157:
FROM THEORY TO PRACTICE - Continued
Page 158 and 159:
III SPORT MARKETING LOGISTICS
Page 160 and 161:
6 SPORT PRODUCT MANAGEMENT CHAPTER
Page 162 and 163:
Intangible Sport Products and Servi
Page 164 and 165:
delivery, promotion, and publicity
Page 166 and 167:
ETHICS SURROUNDING THE MARKETING OF
Page 168 and 169:
Sales and profit level 0 Developmen
Page 170 and 171:
development of a sport product or s
Page 172 and 173:
GLOBAL PRODUCT MANAGEMENT: THE RISE
Page 174 and 175:
GLOBAL PRODUCT MANAGEMENT: THE RISE
Page 176 and 177:
licenses instead of paying. Example
Page 178 and 179:
EXAMPLES OF MARKS USED BY SPORT ORG
Page 180 and 181:
Page 182 and 183:
7SALES MANAGEMENT IN SPORT CHAPTER
Page 184 and 185:
a purchase, the most efficient meth
Page 186 and 187:
questions provides the sport consum
Page 188 and 189:
Regardless of the quota, it is impo
Page 190 and 191:
Prospecting for Customers Prospecti
Page 192 and 193:
the attitude when approaching the s
Page 194 and 195:
■ Have a positive attitude and tr
Page 196 and 197:
day of the event. The remaining tic
Page 198 and 199:
SELLING COLLEGE ATHLETICS OR USING
Page 200 and 201:
The sport sales organization is mad
Page 202 and 203:
Page 204 and 205:
■ Understand the steps in the pur
Page 206 and 207:
Partnership sourcing is more prefer
Page 208 and 209:
a 10-year tenure was established to
Page 210 and 211:
would have fewer empty shelves if t
Page 212 and 213:
the transportation industry’s pro
Page 214 and 215:
a start, Adidas is closely linking
Page 216 and 217:
For example, if a company wants to
Page 218 and 219:
numbers telling retailers about the
Page 220 and 221:
RFID: RETAILER DREAM OR ETHICAL NIG
Page 222 and 223:
Page 224 and 225:
IV PROMOTIONAL ASPECTS OF SPORT MAR
Page 226 and 227:
9 COMMUNICATION MANAGEMENT IN SPORT
Page 228 and 229:
THE COMMUNICATION PROCESS Communica
Page 230 and 231:
■ Message structure: Developing a
Page 232 and 233:
MULLET NIGHT - Continued ■ They w
Page 234 and 235:
Advertising Advertising is one of t
Page 236 and 237:
■ Include quotes or research from
Page 238 and 239:
Community Relations Community relat
Page 240 and 241:
of 100. The season ticket holder ha
Page 242 and 243:
Direct promotional strategy involve
Page 244 and 245:
planning allows the sport organizat
Page 246 and 247:
Page 248 and 249:
10 SPORT ADVERTISING CHAPTER OUTLIN
Page 250 and 251:
the actions of direct and indirect
Page 252 and 253:
alliance, Manchester United explore
Page 254 and 255:
of things. Advertising has been doi
Page 256 and 257:
that adequate consumer protection f
Page 258 and 259:
ETHICS IN ADVERTISING - SHOCK TREAT
Page 260 and 261:
campaign centered on the slogan “
Page 262 and 263:
SPORT ADVERTISING AND CONSUMER BEHA
Page 264 and 265:
Support media is the use of non-tra
Page 266 and 267:
Page 268 and 269:
11 SPORT SPONSORSHIP CHAPTER OUTLIN
Page 270 and 271:
conducted forever. The 1984 Olympic
Page 272 and 273:
Sport Governing Body Sponsorship Sp
Page 274 and 275:
of the cheerleading and dance team,
Page 276 and 277:
involves a broadcasting rights cont
Page 278 and 279:
One benefit of the sport organizati
Page 280 and 281:
to purchase these products for the
Page 282 and 283:
AMBUSH MARKETING IN AUSTRALIA - Con
Page 284 and 285:
increasing target market awareness
Page 286 and 287:
SPORT SPONSORSHIP ETHICS: TOBACCO,
Page 288 and 289:
■ Establish whether the potential
Page 290 and 291:
■ The ability of the relationship
Page 292 and 293:
Presentation, Modification, and Clo
Page 294 and 295:
Many of the qualitative and quantit
Page 296 and 297:
Page 298 and 299:
CONCEPTS IN SPORT MARKETING VSPECIA
Page 300 and 301:
12 SPORT RETAIL MANAGEMENT CHAPTER
Page 302 and 303:
consumers, while focusing on its ar
Page 304 and 305:
in most cases sport consumers will
Page 306 and 307:
understand the products they are se
Page 308 and 309:
Service retailing in the United Sta
Page 310 and 311:
may include reaching a specific lev
Page 312 and 313:
Additionally, from the corporate le
Page 314 and 315:
ETHICS IN SPORT RETAIL MANAGEMENT:
Page 316 and 317:
the increase costs affect the botto
Page 318 and 319:
a few lines of sneakers. To stay af
Page 320 and 321:
The first step to choosing a locati
Page 322 and 323:
■ Setting prices and marking merc
Page 324 and 325:
Throughout this implementation proc
Page 326 and 327:
Classification units for sport merc
Page 328 and 329:
point where profit is ultimately in
Page 330 and 331:
open display allows the sport consu
Page 332 and 333:
Page 334 and 335:
13 SPORT E-BUSINESS AND E-COMMERCE
Page 336 and 337:
capabilities that help sport entiti
Page 338 and 339:
a basic uniform or trophy and custo
Page 340 and 341:
The Internet is the collection of c
Page 342 and 343:
Presentation Presentation involves
Page 344 and 345:
ETHICS IN E-BUSINESS: SUSTAINABLE K
Page 346 and 347:
SPORT E-BUSINESS AND E-COMMERCE IN
Page 348 and 349:
Sport Business Development As with
Page 350 and 351:
websites. Customization is the abil
Page 352 and 353:
DIRECT SPORT MARKETING VIA E-COMMER
Page 354 and 355:
The most basic of metrics used is t
Page 356 and 357:
through a combination of horizontal
Page 358 and 359:
Page 360 and 361:
The reader will be able to: CHAPTER
Page 362 and 363:
in international sport marketing wi
Page 364 and 365:
Understanding and Assessing Culture
Page 366 and 367:
that is true or not, business and p
Page 368 and 369:
There are a number of telltale sign
Page 370 and 371:
INTERNATIONAL AND GLOBAL SPORT MARK
Page 372 and 373:
■ International and global grassr
Page 374 and 375:
THE EFFECT OF THE INTERNATIONAL AND
Page 376 and 377:
events of soccer clubs and national
Page 378 and 379:
In turn, the Yankees are pushing th
Page 380 and 381:
The advances in technology have ser
Page 382 and 383:
ETHICS IN GLOBAL MARKETING: MORAL C
Page 384 and 385:
ETHICS IN GLOBAL MARKETING: MORAL C
Page 386 and 387:
FROM THEORY TO PRACTICE Excerpt fro
Page 388 and 389:
VI THE FUTURE OF SPORT MARKETING
Page 390 and 391:
15 ENTERPRISE SPORT MARKETING MANAG
Page 392 and 393:
Marketers often fail in three key c
Page 394 and 395:
The objectives of SCRM include the
Page 396 and 397:
THE FUTURE OF GLOBAL SPORT MARKETIN
Page 398 and 399:
THE FUTURE OF GLOBAL SPORT MARKETIN
Page 400 and 401:
sport, it can be viewed as either a
Page 402 and 403:
ehaviors to the group. Examples of
Page 404 and 405:
sports, prefer the individuality an
Page 406 and 407:
out a project are often correctable
Page 408 and 409:
Page 410 and 411:
You may pay lip service or false ho
Page 412 and 413:
BIBLIOGRAPHY CHAPTER 1: INTRODUCTIO
Page 414 and 415:
Vriens, M. (2003). Strategic resear
Page 416 and 417:
Henry, P. C. (2005). Social class,
Page 418 and 419:
Lehmann, D. R. and R. S. Winer (200
Page 420 and 421:
Bhonslay, M. (2004). Looming ahead:
Page 422 and 423:
Brown, M. T. and A. Kreutzer (2002)
Page 424 and 425:
d’Astous, A. and K. Chnaoui (2002
Page 426 and 427:
Gladden, J. M. and R. Wolfe (2001).
Page 428 and 429:
Neilsen Business Media Retail top 1
Page 430 and 431:
Schouten, J. and J. H. McAlexander
Page 432 and 433:
GLOSSARY Accounting Information Sys
Page 434 and 435:
Behavioral Incentives: Inducements
Page 436 and 437:
Competitive Set: The process of det
Page 438 and 439:
Demographics: The categories of tra
Page 440 and 441:
Fixed Costs: These costs are define
Page 442 and 443:
Internal Development: The first sta
Page 444 and 445:
Market Potential: The process of es
Page 446 and 447:
consumer must first be induced to e
Page 448 and 449:
Processing Power: The amount of inf
Page 450 and 451:
Sales Force: The individuals respon
Page 452 and 453:
all-inclusive term covering all asp
Page 454 and 455:
Supply Chain Management: The proces
Page 456 and 457:
A ABC (American Broadcasting Compan
Page 458 and 459:
Buying process, in sport sales orga
Page 460 and 461:
Decision support system (DSS), 75,
Page 462 and 463:
Horizontal price fixing, 300 Human
Page 464 and 465:
Merchandise management financial in
Page 466 and 467:
children and adolescents, in market
Page 468 and 469:
organizational skills, 159 time man
Page 470:
SWOT analysis, 9, 10, 14, 82 System
show all

advanced theory and practice in sport marketing - Marshalls University

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?