advanced theory and practice in sport marketing - Marshalls University

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GLOBAL CONSUMER BEHAVIOR: CONSUMER INFLUENCES IN CHINA – Continued ■ Individuals who live in the urban locations have stronger purchasing power. The Chinese government predicts that by the end of 1995, people in large urban areas will increase to 30% of the population. This modernization movement will undoubtedly create business opportunities. Source: Adapted from: Geng, L., B. Lockhart,C. Blackmore, and R. Andrus (1996). Sport marketing strategy: a consumer behavior case analysis in China. Multinational Business Review 4(1): 147–154. Suggested Discussion Topics 1. It has been generally accepted that a great potential exists in the Chinese sport market. However, questions concerning political stability, the uncertainty of economic development, and cultural differences have not only slowed Chinese sport marketing efforts, but have caused confusion and indecisiveness among sport marketers who strive to implement effective marketing strategies in China. How has the influence of Yao Ming playing for the Houston Rockets and the 2008 Summer Olympic Games being hosted by Beijing changed these views and improved sport marketing efforts in China? 2. Changes to the traditional management of the sport marketing mix had to be modified to accommodate the Chinese situation. They include (1) choosing target market segments; (2) determining the services and products to be offered; (3) selecting appropriate pricing strategies; (4) designing promotional programs; and (5) providing a proper distribution system. You are the international marketing manager for a sport organization of your choice. How would you address each of these areas? INFLUENCING THE SPORT CONSUMER What Is Opinion Leadership? Sport marketing professionals strive to understand how the sport consumer solves problems and makes decisions. Sport marketers, once they gain this understanding, strive to find ways to influence the sport consumer. Influence is a central concept in the definition of leadership. Sport marketers seek to utilize opinion leadership, which is the process by which the sport marketer, or the opinion leader, informally influences the consumption actions or attitudes of sport consumers, who may be classified as opinion seekers or opinion recipients. The main SPORT CONSUMER BEHAVIOR 119
eason that opinion leadership is an effective tool for sport marketers is that the sport consumer views the source of the information (the sport marketing professional) as being credible. Typically, the opinion leader is held in high esteem by those that accept their opinions. There are a number of communication processes that can be used. This is representative of the interpersonal flow of sport communication. There are two models that we utilize in sport marketing. First is a modification of the two-step flow communication model, which is a direct method of communication from a source (owner of the sport product) to the sport marketer (opinion leader), then on to the sport consumer (opinion seekers and opinion receivers) through the mass media and networks. This is illustrated below: Source Sport marketer Outsourced marketing Outsourcing Sport marketer Source Mass media or networking Mass media or networking In-house or Direct Marketing Sport consumer 120 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING Sport consumer A hybrid of the previous model is a modification of the multi-step flow model of communication In this model, there is information flowing from the source (owner of the sport product) to the sport marketer (opinion leader), but also directly to the sport consumer (opinion seekers and opinion receivers). At the same time that sport consumers receive information about sport products, sport marketers and the owners of the sport product receive feedback from the sport consumers that can be used to more effectively and efficiently market the sport product. This is illustrated below:
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ADVANCED THEORY AND PRACTICE IN SPO
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ADVANCED THEORY AND PRACTICE IN SPO
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ACKNOWLEDGMENTS, DEDICATIONS, AND E
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CONTENTS Preface xiii Pedagogical F
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The Sport Buying Process 161 The Sp
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PART VI THE FUTURE OF SPORT MARKETI
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PREFACE The field of sport marketin
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the various types of sport consumer
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E-BUSINESS AND E-COMMERCE The reade
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PEDAGOGICAL FEATURES Advanced Theor
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CRITICAL THINKING One of the most i
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SUPPLEMENTS Advanced Theory and Pra
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ABOUT THE AUTHORS DR. ERIC C. SCHWA
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I SPORT MARKETING: THE BASICS
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1 INTRODUCTION TO SPORT MARKETING C
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profit by providing products and se
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Product usage by consumers deals wi
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the marketing concept. Delivery is
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the post-sale services (warranties,
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INTRODUCTION TO ETHICAL DECISION MA
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FROM THEORY TO PRACTICE Frank Supov
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2 MANAGING THE SPORT MARKETING MIX
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intangible in nature. At the same t
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Most of the Marketing Effort Is Not
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- Would the introduction of a broad
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Nonconsumers A nonconsumer is an in
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2. Intangible support services incl
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competition. In addition, pricing i
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MOUNTAIN DEW AND THE X GAMES - Cont
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elaborated upon in the chapter, as
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FROM THEORY TO PRACTICE - Continued
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II UNDERSTANDING THE SPORT CONSUMER
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3 SPORT MARKETING RESEARCH CHAPTER
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on within the targeted market, and
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Establishing Sport Marketing Resear
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Descriptive Research Descriptive re
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esponses to the questions. The focu
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Determining Methods for Collecting
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methods because while not as widely
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SUPER BOWL MARKET RESEARCH - Contin
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esearch, the zero point may be an a
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Once all the questions are created,
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Pre-testing and Revisions After the
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Referral sampling is where the resp
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luxury suite owners) will view sati
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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 100 and 101: FROM THEORY TO PRACTICE - Continued
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 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 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 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
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day of the event. The remaining tic
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SELLING COLLEGE ATHLETICS OR USING
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The sport sales organization is mad
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■ Understand the steps in the pur
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Partnership sourcing is more prefer
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a 10-year tenure was established to
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would have fewer empty shelves if t
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the transportation industry’s pro
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a start, Adidas is closely linking
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For example, if a company wants to
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numbers telling retailers about the
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RFID: RETAILER DREAM OR ETHICAL NIG
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IV PROMOTIONAL ASPECTS OF SPORT MAR
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9 COMMUNICATION MANAGEMENT IN SPORT
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THE COMMUNICATION PROCESS Communica
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■ Message structure: Developing a
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MULLET NIGHT - Continued ■ They w
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Advertising Advertising is one of t
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■ Include quotes or research from
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Community Relations Community relat
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of 100. The season ticket holder ha
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Direct promotional strategy involve
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planning allows the sport organizat
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10 SPORT ADVERTISING CHAPTER OUTLIN
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the actions of direct and indirect
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alliance, Manchester United explore
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of things. Advertising has been doi
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that adequate consumer protection f
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ETHICS IN ADVERTISING - SHOCK TREAT
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campaign centered on the slogan “
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SPORT ADVERTISING AND CONSUMER BEHA
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Support media is the use of non-tra
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11 SPORT SPONSORSHIP CHAPTER OUTLIN
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conducted forever. The 1984 Olympic
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Sport Governing Body Sponsorship Sp
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of the cheerleading and dance team,
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involves a broadcasting rights cont
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One benefit of the sport organizati
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to purchase these products for the
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AMBUSH MARKETING IN AUSTRALIA - Con
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increasing target market awareness
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SPORT SPONSORSHIP ETHICS: TOBACCO,
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■ Establish whether the potential
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■ The ability of the relationship
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Presentation, Modification, and Clo
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Many of the qualitative and quantit
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CONCEPTS IN SPORT MARKETING VSPECIA
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12 SPORT RETAIL MANAGEMENT CHAPTER
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consumers, while focusing on its ar
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in most cases sport consumers will
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understand the products they are se
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Service retailing in the United Sta
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may include reaching a specific lev
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Additionally, from the corporate le
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ETHICS IN SPORT RETAIL MANAGEMENT:
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the increase costs affect the botto
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a few lines of sneakers. To stay af
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The first step to choosing a locati
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■ Setting prices and marking merc
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Throughout this implementation proc
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Classification units for sport merc
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point where profit is ultimately in
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open display allows the sport consu
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13 SPORT E-BUSINESS AND E-COMMERCE
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capabilities that help sport entiti
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a basic uniform or trophy and custo
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The Internet is the collection of c
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Presentation Presentation involves
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ETHICS IN E-BUSINESS: SUSTAINABLE K
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SPORT E-BUSINESS AND E-COMMERCE IN
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Sport Business Development As with
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websites. Customization is the abil
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DIRECT SPORT MARKETING VIA E-COMMER
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The most basic of metrics used is t
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through a combination of horizontal
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The reader will be able to: CHAPTER
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in international sport marketing wi
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Understanding and Assessing Culture
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that is true or not, business and p
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There are a number of telltale sign
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INTERNATIONAL AND GLOBAL SPORT MARK
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■ International and global grassr
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THE EFFECT OF THE INTERNATIONAL AND
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events of soccer clubs and national
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In turn, the Yankees are pushing th
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The advances in technology have ser
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ETHICS IN GLOBAL MARKETING: MORAL C
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ETHICS IN GLOBAL MARKETING: MORAL C
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FROM THEORY TO PRACTICE Excerpt fro
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VI THE FUTURE OF SPORT MARKETING
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15 ENTERPRISE SPORT MARKETING MANAG
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Marketers often fail in three key c
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The objectives of SCRM include the
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THE FUTURE OF GLOBAL SPORT MARKETIN
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THE FUTURE OF GLOBAL SPORT MARKETIN
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sport, it can be viewed as either a
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ehaviors to the group. Examples of
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sports, prefer the individuality an
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out a project are often correctable
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You may pay lip service or false ho
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BIBLIOGRAPHY CHAPTER 1: INTRODUCTIO
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Vriens, M. (2003). Strategic resear
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Henry, P. C. (2005). Social class,
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Lehmann, D. R. and R. S. Winer (200
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Bhonslay, M. (2004). Looming ahead:
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Brown, M. T. and A. Kreutzer (2002)
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d’Astous, A. and K. Chnaoui (2002
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Gladden, J. M. and R. Wolfe (2001).
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Neilsen Business Media Retail top 1
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Schouten, J. and J. H. McAlexander
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GLOSSARY Accounting Information Sys
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Behavioral Incentives: Inducements
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Competitive Set: The process of det
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Demographics: The categories of tra
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Fixed Costs: These costs are define
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Internal Development: The first sta
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Market Potential: The process of es
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consumer must first be induced to e
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Processing Power: The amount of inf
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Sales Force: The individuals respon
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all-inclusive term covering all asp
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Supply Chain Management: The proces
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A ABC (American Broadcasting Compan
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Buying process, in sport sales orga
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Decision support system (DSS), 75,
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Horizontal price fixing, 300 Human
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Merchandise management financial in
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children and adolescents, in market
Page 468 and 469:
organizational skills, 159 time man
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SWOT analysis, 9, 10, 14, 82 System
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