advanced theory and practice in sport marketing - Marshalls University

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SPORT MARKETING POTENTIAL IN CHINA – Continued a year. The middle income level accounted for 72% of the respondents. However, most respondents indicated they spent “less than $40 US per year” on the purchase of sporting goods. 4. Type of sporting goods purchased: “Shoes” were the No. 1 favorite type of sporting goods for Chinese consumers. Females tended to purchase apparel; males were more likely to purchase all type of sporting goods. 5. Product factors affecting purchasing: “Quality,” “style,” and “price” were the three most important factors influencing purchasing decisions. 6. Purchasing: “Boy-and-girlfriend” had the most important influence in the decision process. “Parents” had the least important influence. 7. Sources of information about where and how to purchase: The major information channel for Chinese consumers was their “going to a shopping mall” experience. 8. Influence of advertisements: Of those responding to the survey, more than half said they either “occasionally” or “rarely” believe advertisements. 9. Brands consumers prefer: Adidas, Asics, Nike, and Reebok were identified by the Chinese consumers. 10. Where goods purchased: Most of those surveyed purchased their sporting goods from either “a sporting goods store” or “a department store.” 11. Time spent in sport activities: Almost 90% of the Chinese consumers spent “less than 5 hours a week” participating in sport activities. However, three meaningful findings emerged: (1) those who participated “less than 5 hours per week” in sport activities spent more money purchasing sport products than those who participated “over 5 hours per week” in sport activities; (2) those in the income level of “$402 to $863 US” spent more time participating in sport activities; and (3) young adults and “unmarried” persons spent more time per week participating in activities than those who were “married” or elderly. Source: Adapted from Geng, L., B. Lockhart, C. Blackmore, and R. Andrus (1996). Sport marketing strategy: a consumer behavior case analysis in China. Multinational Business Review 4(1): 147–154. Suggested Discussion Topics 1. Utilizing a questionnaire for this type of research can be quite a challenge due to the spread of the 2155 mainland Chinese consumers in 10 selected cities, and the different economic, social, and personal factors in the China’s environment. In a country of over 1 billion people with a land mass of over 9.5 million square kilometers (3.67 million square miles or the size of the United States) it is very difficult to determine an Continued SPORT MARKETING RESEARCH 67
SPORT MARKETING POTENTIAL IN CHINA – Continued appropriate sample. Considering the sampling methods discussed in the chapter, what methods of probability and non-probability sampling could have been used for this study? Explain in detail as to your reasoning why you belief this method could be used. Choose the one method you would use and explain why in terms of ensuring reliability and validity of the data collected. 2. Assume you are the Marketing Director of a sport apparel company who wishes to enter this market. By analyzing each of the 11 factors affecting consumer purchasing that emerged from the questionnaire data analysis, would you move forward with entering into this market? If yes, how would you proceed? If no, why not? RESEARCH REPORTS AND SERVICES WITHIN SPORT MARKETING RESEARCH Once all the information has been compiled, the results need to be communicated to the sport organization through a sport marketing research report. This report presents factual information based on research results, recommendations from the sport marketing researcher, and conclusions about what could happen if necessary change is not implemented. This report is then used by the management of the sport organization as a foundation for their decision making process. For this reason, the information presented in the sport marketing research report must be organized, concise, accurate, and clear. Visuals, including tables, pie charts, bar graphs, line graphs, maps, photos, and flow diagrams, can all be used to enhance the report and simplify the message for those who may not read it in its entirety. It would also be appropriate for the sport marketing researcher or professional to include an oral presentation with the report to highlight the most important sections. Sport marketing research reports cover a wide range of area, including but not limited to customer satisfaction, economic impact, needs assessment, organizational behavior, and risk assessment. There are a number of publications and services available that focus on the field of sport marketing research, including the following. Sample List of Sport Marketing Research Companies ■ American Sports Data www.americansportsdata.com ■ C. Barnes and Company www.barnesreports.com ■ Beverage Marketing Corporation www.beveragemarketing.com 68 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
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 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
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 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
Page 118 and 119: consumer wants to be (ideal self),
Page 120 and 121: In this respect, the sport marketer
Page 122 and 123: How the Attitudes of the Sport Cons
Page 124 and 125: The Perceptions Developed by Sport
Page 126 and 127: standpoint, there are a number of e
Page 128 and 129: International and Global Interactio
Page 130 and 131: CONSUMER BEHAVIOR AND ETHICS: GOOD
Page 132 and 133: CONSUMER BEHAVIOR AND ETHICS: GOOD
Page 134 and 135: satisfy their needs. As with the sp
Page 136 and 137: ■ Example - The GM comes to you t
Page 138 and 139: Extensive problem solving is the ot
Page 140 and 141: The Decision Making Process As the
Page 142 and 143: 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
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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).
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
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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
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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
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SWOT analysis, 9, 10, 14, 82 System
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