advanced theory and practice in sport marketing - Marshalls University

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1 INTRODUCTION TO SPORT MARKETING CHAPTER OUTLINE What Is Sport Marketing? Sport – Or Is It Sports? Sport and Business Marketing The Consumer The Company The Competition The Marketing Plan Bottom Line – What Is Sport Marketing? Conclusion The reader will be able to: CHAPTER OBJECTIVE ■ Provide an overview of sport marketing. ■ Define what sport marketing is, how it is connected to the business of sport, and the relationship to traditional marketing. ■ An introduction to the 3 C’s of marketing analysis (consumer, company, and competition) and STPD (segmentation, targeting, positioning, and delivery). 3
WHAT IS SPORT MARKETING? Prior to describing what sport marketing is, we should take a look at the definitions of the two root words: “sport” and “marketing.” Sport – Or Is It Sports? First we look at the concepts of sport and sports. Sport is defined as activities, experiences, or business enterprises that center on athletics, health and wellness, recreation, and leisure time opportunities. Some of the common misconceptions about sport include (1) there needs to be a competitive situation, (2) the offering must have a standard set of rules, and (3) participants need specialized equipment and facilities. This is true of sports, which simply refers to individual, dual, and team sports activities such as soccer, baseball, golf, and tennis. Sport is an all-inclusive term covering all aspects that go beyond the playing field, including all the various operations that make the games happen. Sport and Business Now we look at how the concept of business ties into these previous definitions. Business is defined as individuals or organizations that seek to make a Information technology Competition Finance FIGURE 1.1 OVERVIEW OF THE BUSINESS WORLD Customers Owners Management Social responsibility and ethics Marketing 4 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING Employees Economy Legal and regulatory forces Source: Ferrell, O.C. and G. Hirt (2003). Business: A Changing World, 4th ed., p. 5. New York: McGraw-Hill.
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 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
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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
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■ EPM Communications, Inc. www.ep
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format for the questions is chosen,
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FROM THEORY TO PRACTICE - Continued
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WHAT IS A SPORT MARKETING INFORMATI
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Organizational Area Information to
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information and translates purchase
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External Area Information to be Pro
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organization will look to how to be
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ETHICS IN SPORT INFORMATION SYSTEMS
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external environment that affects t
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5 SPORT CONSUMER BEHAVIOR CHAPTER O
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consumer wants to be (ideal self),
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In this respect, the sport marketer
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How the Attitudes of the Sport Cons
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The Perceptions Developed by Sport
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standpoint, there are a number of e
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International and Global Interactio
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CONSUMER BEHAVIOR AND ETHICS: GOOD
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CONSUMER BEHAVIOR AND ETHICS: GOOD
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satisfy their needs. As with the sp
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■ Example - The GM comes to you t
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Extensive problem solving is the ot
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The Decision Making Process As the
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at sport products. The evoked set i
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GLOBAL CONSUMER BEHAVIOR: CONSUMER
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GLOBAL CONSUMER BEHAVIOR: CONSUMER
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Viral Marketing However, specifical
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The Diffusion Process The diffusion
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product in an average amount of tim
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pass through when making a decision
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III SPORT MARKETING LOGISTICS
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6 SPORT PRODUCT MANAGEMENT CHAPTER
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Intangible Sport Products and Servi
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delivery, promotion, and publicity
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ETHICS SURROUNDING THE MARKETING OF
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Sales and profit level 0 Developmen
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development of a sport product or s
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GLOBAL PRODUCT MANAGEMENT: THE RISE
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GLOBAL PRODUCT MANAGEMENT: THE RISE
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licenses instead of paying. Example
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EXAMPLES OF MARKS USED BY SPORT ORG
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7SALES MANAGEMENT IN SPORT CHAPTER
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a purchase, the most efficient meth
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questions provides the sport consum
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Regardless of the quota, it is impo
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Prospecting for Customers Prospecti
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the attitude when approaching the s
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■ 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,
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
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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
Page 442 and 443:
Internal Development: The first sta
Page 444 and 445:
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
Page 450 and 451:
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
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
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