advanced theory and practice in sport marketing - Marshalls University

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3 SPORT MARKETING RESEARCH CHAPTER OUTLINE What Is Sport Marketing Research? Sport Marketing Research Process Determining the Need for Sport Marketing Research Defining the Problem Establishing Sport Marketing Research Goals and Objectives Choosing the Appropriate Research Methodology Identifying Sources of Information Determining Methods for Collecting Primary Data Designing Data Collection Forms Determining Sample Size Examining Data and Drawing Conclusions Research Reports and Services within Sport Marketing Research Sample List of Sport Marketing Research Companies Sample List of Sport Marketing Research Publications Online and Web-Based Sport Marketing Research Conclusion CHAPTER OBJECTIVES The main objective of this chapter is to expand on the concepts of market segmentation, positioning, and demand analysis to develop basic capabilities in advertising research, competitive analysis, and strategic outcomes assessment, 41
in sport marketing. Inclusive of this will be an analysis of the sport marketing research process including the development and implementation of focus group research, survey research, and experimental studies; the identification, retrieval, and analysis of secondary data; the utilization of qualitative and quantitative research methodologies; and the application of the research method. The chapter will conclude with a description of research services within sport marketing research, including but not limited to studies of customer satisfaction, economic impact, need assessment, organizational behavior, and risk assessment. Specifically, the reader will be able to: ■ Recognize the purpose and uses of sport marketing research. ■ Distinguish between the steps of the sport marketing research process, including realizing the importance of each step and the development process associated with those steps. ■ Know the variety of research services in sport marketing research and how to access them. ■ Understand the difference between sport marketing research and online sport marketing research. WHAT IS SPORT MARKETING RESEARCH? Sport marketing research is the collection and analysis of information about sport consumers, market niches, and the effectiveness of sport marketing initiatives. This is accomplished by first identifying and defining market opportunities and threats, and then designing, implementing, managing, and evaluating marketing actions via the marketing plan. Sport marketing research is a 10-step process as follows: 1. Determining the need for sport marketing research 2. Defining the problem 3. Establishing sport marketing research goals and objectives 4. Choosing the appropriate research methodology 5. Identifying sources of information and determining methods for collecting data 6. Designing data collection forms 7. Determining sample size 8. Collecting data 9. Examining data and drawing conclusions 10. Preparing and presenting the final research report SPORT MARKETING RESEARCH PROCESS Determining the Need for Sport Marketing Research Research is needed for many purposes within sport marketing. In some cases, research is conducted when there is a lack of information about what is going 42 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
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 30 and 31: 1 INTRODUCTION TO SPORT MARKETING C
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 66 and 67: II UNDERSTANDING THE SPORT CONSUMER
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
Page 80 and 81: methods because while not as widely
Page 82 and 83: SUPER BOWL MARKET RESEARCH - Contin
Page 84 and 85: esearch, the zero point may be an a
Page 86 and 87: Once all the questions are created,
Page 88 and 89: Pre-testing and Revisions After the
Page 90 and 91: Referral sampling is where the resp
Page 92 and 93: luxury suite owners) will view sati
Page 94 and 95: 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 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
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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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FROM THEORY TO PRACTICE - Continued
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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
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
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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
Page 448 and 449:
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
Page 454 and 455:
Supply Chain Management: The proces
Page 456 and 457:
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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