advanced theory and practice in sport marketing - Marshalls University

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Merchandise management financial integrity, 297–299 implementation, 296–297 planning, 296 pricing development, 299–300 pricing strategy, 300–301 Merchandise space, 302 Merger, 290 Metrics, 188, 326–327 Microconversions, 327 Middle East, 352–353 Miller Brewing, 244 MIS, 74 Mission, 142, 283–284, 335 Mode, 63 Modell’s Sporting Goods, 283 Modified Likert Scale, 57 Monetary outflow, control, 298–299 Monolithic Branding Structure, 365 Motivation, 94, 106–107, 161 process for sport consumers, 94 Motive, 94, 215 Multi-attribute attitudes models, 95 Multinational Sport Marketing Strategy, 357 Multiple, 55–56 Multiple reference group, 101 Multiple-unit pricing strategy, 301 Mystery shopping See Secret shopping N Namath, Joe, 252 Narrow-Random studies, 48 Narrow-Standard studies, 48 NASCAR, 148–149, 245 Nashua Pride, 173–174 Nashville Predators, 88, 367 National Basketball Association (NBA), 127, 337–338, 343, 367, 379 National broadcasting contracts, 249 National Collegiate Athletics Association (NCAA), 134, 172, 245, 250 National Football League (NFL), 15, 211, 245, 344, 209, 367 National Hockey League (NHL), 15, 88, 127, 195, 225, 249, 367, 379 National Olympic Committee (NOC), 243 National Sporting Good Association (NSGA), 160, 299, 376 Negotiations, 339, 340 Net lease, 294 Nevada Bob’s Pro Shops, 283 New economy, 319–328 New York Yankees, 20, 76, 169, 224, 349 NFL Atlanta Braves, 369 Niche, 11, 276, 283 Niche marketing See Concentrated sport marketing Nike, 11, 111, 148, 235, 244, 252, 267, 316 No direct foreign sport marketing, 334 Non-compensatory decision rule, 115 Nonconsumers, 25 Non-customer, sport, 162 Non-probability sampling, 62–63, 71 Non-store-based inventories, sport sales, 167–170 Norfolk Tides Baseball Club, 305 Normative reference group, 101 North America, 31, 348 North Face, 187 O O2, 247 OBI, 246 Ochs, Karin, 218 Odd-pricing strategy, 301 ODDSET, 246 Offensive marketing, 231–232 Official sponsor, 233, 245, 246 Official suppliers, 246 Offline brands, 323 Offshoring, 185 Olympia Sports, 274 Olympics, 243, 253 One-price policy, 301 Online brands, 323 Online communication, 323 Online offering, 321 Online orders, 303 Opel, 247 Open-ended questions, 47, 55, 163 Operant conditioning, 93 Operational definition, 45 Operations management, 295 Opinion leadership, 119–120, 121, 122, 126 effectiveness measurement, 122 key informant method, 122 self-designating method, 122 INDEX 437
Oracle Venture Fund, 187 Order-to-payment cycle, 77 Organizational design, in sport sales, 156–157 Organizational image, 202–203 Organizational skills, 159 Organizational structure, sport retail management, 294–295 financial control, 295 merchandising, 295 publicity, 295 store management, 295 Organizing Committee (OCOG), 243 Overheads, 194 Ownership structure, 284–285 O’Neal, Shaquille, 376 P Pacific Sunwear, 283 Packet Switching, 312, 329 Panels, 50 Pareto principle, 7, 24, 159, 279–280 Parkstad Limburg Stadion, 370 Participant consumer behavior, 106–107 Participants, 106–107 Partnership sourcing, 178, 179 Patent, 149, 209 Pearl Izumi, 187 Pearson product moment correlation, 65 Pellegrino, Mary, 194 PepsiCo, 244 Perceived self, 91 Percentage lease, 294 Perceptions, 97–98, 202 of sport product, 97 Perfect sport customer, 162 Performance metrics, 188–189 Perpetual inventory systems, 297 Personal contact, 206, 210 community relations, 211 socialization, 211–212 Personality, 90–91 of sport consumer, 90–91 Personnel space, 302 Philips, 246 Phonorecords, 150 Physical inventory systems, 297 Place, 8 Placement of e-business and e-commerce, 314 Planning, 160 438 INDEX in merchandise management, 296 methods, of sport retail mix, 288–290 Pluralistic research, 47 Point-of-purchase (POP) displays, 236–237 Point-of-sale (POS) system, 77–78, 179 Population, 61 Positioning, of product, 8, 27, 97–98, 142, 147, 152, 224 Postbank, 246 Power, 94 Practical learning, 378 consulting projects, 378–379 event assistance, 379 site visitations, 379 Practicum, 378 Predictive statistics, 65 Presentation of e-business and e-commerce, 315 customer service, 315 user interface, 315 Price, 179 Price-based incentives, 212 Price claims in advertising, 230 Price–quality matrix, 276–277 Pricing, 300 development, merchandise management, 299–300 strategy, 300–301 creation, 301 market penetration strategy, 300–301 market skimming strategy, 301 Pricing policy, 301 Primary data, 45, 51–54 survey, 51–54 Primary intelligence, 80 Probability sampling, 62 Problem solving, 107, 108–111 Processing power, 314 Proctor & Gamble, 244 Product and service life cycle, 137, 140–144 decline, 144 growth, 143 internal development, 141–143 market introduction, 143 maturity, 143–144 saturation, 144 Product and service management, 135–137
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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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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
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 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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