advanced theory and practice in sport marketing - Marshalls University

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organizational skills, 159 time management skills, 159 Sample, 61 Sample frame, 61 Sample frame error, 61 Sample size determination, 61–63 Samsung, 247 San Diego Padres, 367 Saturation, 144, 151 Scale, 57 Scaled-response questions, 55 Scanning, of sport marketing intelligence system dissecting intelligence, 82–83 formal scanning, 81 informal scanning, 81 semi-focused scanning, 81 unfocused scanning, 81–82 Scientific methodology, 364 Scrambled sport merchandising, 289 Screening, 59 Season ticket equivalencies, 168–169 Secondary data, 45–46, 48, 267 analysis, 47–48 Secondary intelligence, 80–81, 87 Secret shopping, 50 Segment factors, 136 Segmentation, of market, 6–7, 14, 27–28, 223 consumer’s product benefits, 7 product usage, 7 state of being, 6 state of mind, 6 Self-administered surveys, 52 Self-concept, 90–91 Selling process, sport sales organization after sale service, 166–167 communication method, 163–164 contact, consumer, 164 pitch delivery, 164–165 prospecting, 163 sale, closing, 165–166 Selling space, 302 Selling sponsorship opportunities communication, 264 corporate decision-making process, 264 deal closing, 265–266 modification, 265 presentations, 265 sponsorship management, 266 Semi-focused scanning, 81 Sense and respond approach, 310 Sequoia Capital, 187 Service mark, 150 Service retailing, 280–281 Servicing, 166–167 Servicing process, after sale, 166–167 Sherman Antitrust Act, 300 Shopper, sport, 162 Shopping intercept surveying, 53 Siemens, 247 Simple random sampling, 62 Single sourcing, 180–181 Situation analysis, retail strategy mission, 283–284 ownership structure, 284–285 Skateboarding, 373, 374, 375, 376 Ski Market, 283 Skip interval, 62 Snowboarding, 373, 376 Soccer See Football Social setting, 101–102 Socialization, 107, 211–212 Sony, 246, 350 Sourcing, 180–181 Spam, 70 Spectators, 27, 106 Sponsee, 259 Sponsor, 259 Sponsorship, 29, 207 agreements, 259–267 areas of, 244–251 Australia, ambush marketing, case study, 254–256 corporate and brand goals, 256–257 ethical issues, 252–253 case study, 257–259 history, 242–244 Sport definition, 4 Sport advertising, 207, 221 Sport Business Research Network, 46, 160, 299 Sport communication channels, 123 Sport consumer experiences management (SCEM), 372–377 Sport consumer relations, 322–323 INDEX 441
Sport consumer relationship management (SCRM), 366–367 objectives, 367 Sport consumer social system, 123 Sport governing body sponsorship, 245–246 Sport image, 226–227 Sport journalism, 209 Sport management, 5, 378 Sport market opportunity analysis framework, 320 Sport Marketing Association, 377 Sport marketing decision support system, 75, 83–84 Sport marketing information system, 74 Sport marketing intelligence system, 75, 79–81 primary intelligence, 80 scanning, environment, 81–83 secondary intelligence, 80 Sport marketing mix, 22 characteristics, 18–21 escalator concept, 24 Mountain Dew and X games, case study, 30–32 uniqueness, 18 Sport marketing plan consumers, segmentation and targeting, 27–28 evaluation and feedback, 30 market climate, forecasting, 27 plan identification, 26 sport product analyzing, 26–27 distribution, 29 packaging, 28 positioning, 27 pricing, 28–29 promoting, 29 Sport marketing planning process, 135, 151 Sport marketing research, 41, 81, 347 Sport organization resource planning, 309 Sport product analyzing, 26–27 distribution, 29 packaging, 28 positioning, 27 pricing, 28–29 promoting, 29 442 INDEX Sport Product and Service Life Cycle, 140–144, 151–152, Sport Product and Service Management, 135–137 ethics, 137–138 Sport promotion, 203, 206–216 direct promotional strategy, 215 indirect promotional strategy, 215 integrations series, 214 Sport promotional mix, 206–216 Sport promotional strategy, 214–216 Sport retail atmosphere, 302 displays, 302–303 exterior, 302 interior, 302 layout, 302 Sport retail information system, 292 Sport retail life cycle, 288–289 Sport retail management, 274–275, 282, 286–288, 294, 302, 304, 315 Sport service, 134, 143 Sport sponsorship, 207, 241 Sporting Goods Business, 284 Sporting Goods Manufacturers Association, 376 Sports Authority, 274, 280, 284, 289, 299 Sports information, 209 SportsLine contract, 187 Sprint Nextel, 244 Stakeholder-based integration, 214 Standard deviation (SD), 63, 64 Standard error, 64 Store layout See User interface Straight lease, 294 Straight traffic flow, 302 Strategic e-management, 327–328 Stratified sampling, 62 Subculture, 100 Substantiation in Advertising, 230 Summer Olympics, 243, 244, 254, 267 Superego, 91 Supply chain management (SCM) components, 182 electronic means, for delivery, 186–188 inventory management, 183–184 performance metrics, 188–189 Skorpion sports, case study, 189–190 transportation methods, 184–186 Supply chain metrics, 188 Support media, 237, 238 Survey, 51
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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
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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
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 470: SWOT analysis, 9, 10, 14, 82 System
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