advanced theory and practice in sport marketing - Marshalls University

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You may pay lip service or false homage to the “ethical Gods,” but in reality the need for ethics in sport marketing is real and powerful. In a sports world bombarded with messages, both sublime and “in your face,” the need for believable, honest, and ethical marketing has never been so acute. We are an increasingly cynical and disbelieving public and rightly so with some of the less than scrupulous “operators” continuing to make outrageous claims and raising the levels of bad taste in our industry. As an industry, we also have some of the most media savvy and discerning public to market our products and services to those who can very easily see through false and dishonest marketing messages. All of these factors combine to make the need for ethics in sport marketing acute and critical in our current times. Ethics, I believe refers to the principles and concepts of right and wrong in terms of personal and professional conduct and decisions. I have adopted my own “creed” or code of ethics and try to act in a manner that is without reproach and continue to be a “beacon” to other administrators and players that I am associated with. I believe that this is essential to my continued success in the industry over a long period of time. I also do not believe that this should be isolated only to my professional career as I continue to teach right and wrong in all aspects of my life. I would like to suggest that everyone involved in the administration and marketing of sport should adopt a code of ethics for competition, (players, spectators, and officials) and for business practices to enable the sport, organization, or competition to be beyond reproach. Do not exhibit any bias or prejudice toward player selection and treat everyone as truly equal, officials included! Do not allow false or unethical marketing claims to emanate from your organization or sport and be true to yourself and your sport at all times. One of the most powerful forces in sport, and indeed society as a whole, is the peer group pressure of following the “pack” and facing continual temptation to use business practices and marketing that may be less than ethical. My one piece of advice for people in the management and marketing of sport is to hold onto your good values even in the face of criticism and peer group pressure to follow the next person or organization – stand up and show your moral fiber! Act responsibly and without fear of retribution – do not blame others or shirk from your responsibilities as an administrator and “bastion” of your game – if you do not, who will? And remember in order to be considered ethical, an action must be voluntary, without fear of compromising those values you hold dear – stand up and be counted! Live your life and your sport in the most ethical manner. Everyone is responsible for ethical behavior – it is not optional and fair play is the respect all constituents of your sport or organization must display – no one is exempt from this responsibility and make sure you impress that on your organization all the time. My strong belief is that if prospective employees do not hold ethical behavior in such high esteem as I do, then perhaps they are the wrong people to employ. I cannot instill ethical behavior in them; it must be innate and is one of the first things I look for in prospective employees. They must “walk the talk” and I value this quality highly in my current employees and I simply do not tolerate any unethical marketing practices. What can we do as in sport to help raise ethical marketing standards? APPENDIX: AND NOW A FINAL WORD… 383
I believe we must be united in our condemnation of the behavior that we currently see in sport marketing and general business practices that does not do our cause any good. Bring pressure to bear on those who have a role in terms of funding and “control” of the sports that have transgressed, and exercise some disdain and condemnation of those who have transgressed and do not make excuses for them. My other piece of advice is to be beyond reproach in your sport and act as a model for others in sport and society. We are facing many challenges in sport marketing at the moment. Those challenges include restrictive privacy laws, marketing “clutter,” and the get rich quick “characters” that still surface from time to time. This attracts unwanted criticisms from those who have rightly stepped up to the plate and given us a “hammering” (to borrow from the sporting vernacular). Please weather the current storm and show respect, fairness, justice, and responsibility and be caring, trustworthy, and ethical! It is the least we can do for our sport, our organization, and our employees! Keep the faith! It will be more than worth it in the long run! 384 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING
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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
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■ EPM Communications, Inc. www.ep
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format for the questions is chosen,
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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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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: FROM THEORY TO PRACTICE - Continued
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
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