Define sports marketing and discuss how the sports ...
CONTENTS
Preface xix
PART I:
CONTINGENCY, FRAMEWORK FOR STRATEGIC SPORTS MARKETING 1
CHAPTER 1 Emergence of Sports Marketing 2
What Is Sports Marketing? 3
Understanding the Sports Industry 4
Sport as Entertainment 4
A Marketing Orientation 5
Growth of the Sports Industry 6
Spotlight on International Sports Marketing Can Man U Score in America? 9
The Structure of the SportS Industry 11
The Consumers ofSport I2 The Sports Product 16
Different Types of Sports Products 17
The Multidimensional Nature of the Sports Product 22
Producers and Intermediaries 23
Sports Marketing Hall of Fame Mark McCormack 26
Basic Marketing Principles and Processes Applied to Sport 27
The Sports Marketing Mix 27
The Exchange Process 28
The Strategic Sports Marketing Process 29
Canadiens Targeting Younger Fans with a New Club 30
Summary 30
Key Terms 31
Review Questions 32
Exercises 32
Internet Exercises 32
Endnotes 32
CHAPTER 2 Contingency Framework for Strategic Sports Marketing 34
Globetrotters Dribble Out a New Marketing Plan 35
Contingency Framework for Strategic Sports Marketing 36
Contingency Approaches 37
Strategic Sports Marketing Process: The Heart of the Contingency Framework 39
Planning Phase 40
Understanding Consumers' Needs 40
Market Selection Decisions 40
Spotlight on International Sports Marketing
the Market Based on Where People Live Marketing Mix Decisions 45
Major League Baseball International: Segmenting
41
ix
? X Contents
Implementation Phase 48
Organizing 49
Leadership and Interaction 49
Resource Acquisition and AI/ocation 50
Coordinating and Timing ofActivities 50
Information Management 51
Control Phase 51
Measuring Results 51
Revolving Sponsors a Big Part of Sports 52
Spotlight on Sports Marketing Ethics Move Toward Athletic Reform Long Overdue 56
Summary 57
Key Terms ?58
Review Questions 58
Exercises 58
Internet Exercises 59
Endnotes 59
CHAPTER 3 External and Internal Contingencies 60
External Contingencies 60
Competition 61
Technology 62
Cultural and Social Trends 67
Physical Environment 68
Political, Legal, and Regulatory Environment 69
Demographics 71
The Economy 72
Monitoring the External Contingencies 73
Internal Contingencies 75
Vision and Mission 75
Organizational Objectives and Marketing Goals 76
Organizational Strategies 78
Organi zational Culture 82
Assessing the Internal and External Contingencies: SWOT Analysis 83
Spotlight on Sports Marketing Ethics Sports Offers a Human Timeout from the Inhumanity 84
Summary 86
Key Terms 87
Review Questions 87
Exercises 87
Internet Exercises 88
Endnotes 88
Case: Part I 90
PART II: PLANNING FOR MARKET SELECTION DECISIONS
CHAPTER 4 Research Tools for Understanding Sports Consumers 94
Marketing Research in Action: The Albany River Rats 95
Research Budgets Increase as Leagues Seek Growth 96
The Marketing Research Process 98
Defining the Problem or Opportunity 98
Understanding the Value of Sponsorship 100
93
CRA
C1
CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
I '
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WHA1
EMERGENCE OF SPORTS MARKETING
After completing this chapter, you should be able to:
? Define sports marketing and discuss how the sports industry is related to the entertainment industry.
? Describe a marketing orientation and how the sports industry can use a marketing orientation. Examine the growth of the sports industry.
? Discuss the simplified model of the consumer-supplier relationship in the sports industry. ? Explain the different types of sports consumers. ? Define sports products and discuss the various types of sports products. ? Understand the different producers and intermediaries in the simplified model of the
consumer-supplier relationship in the sports industry. ? Discuss the elements in the sports marketing mix. ? Explain the exchange process and why it is important to sports marketers. ? Outline the elements of the strategic sports marketing process.
M ary is a typical "soccer mom." At the moment, she is trying to determine how to persuade the local dry cleaner to provide uniforms for her daughter's Catholic Youth Organization soccer team.
George is the president of the local Chamber of Commerce. The 10-year plan for the metropolitan area calls for developing four new sporting events that will draw local support while providing national visibility for this growing metropoli tan area.
Sam is an events coordinator for the 10cailOK road race, which is an annual fund raiser for fighting lung disease. He is faced with the difficult task of trying to deter mine how much to charge for the event to maximize participation and proceeds for charity.
Ramiz is the Athletic Director for State U. In recent years, the men 's basketball team has done welJ in postseason play, therefore, ESPN has offered to broadcast several games this season. Unfortunately, three of the games will have to be played at 10 P.M. local time to accommodate the broadcaster's schedule. Ramiz is concerned about the effect this will have on season ticket holders because two of the games are on weeknights. He knows that the last athletic director was fired because the local fans and boosters believed that he was not sensitive to their concerns.
2
CHAPTER 1 Emergence of Sports Marketing 3
WHAT IS SPORTS MARKETING?
Many people mistakenly think of sports marketing as promotions or sports agents say
ing, "Show me the money." As the previous examples show, sports marketing is more
complex and dynamic. Sports marketing is "the specific application of marketing prin
ciples and processes to sport products and to the marketing of nonsports products
through association with sport."
Mary, the soccer mom, is trying to secure a sponsorship; that is, she needs to con
vince the local dry cleaner that they will enjoy a benefit by associating their service
(dry cleaning) with a kid's soccer team.
As president of the Chamber of Commerce, George needs to determine which
sports products ,will best satisfy his local customers' needs for sports entertainment
while marketing the city to a larger and remote audience.
I
In marketing terms, Sam is trying to decide on the best pricing strategy for his
sporting event.
Finally, Ramiz is faced with the challenge of balancing the needs of two market
segments for his team's products. As you can see, each marketing challenge is complex
and requires careful planning.
To succeed in sports marketing one needs to understand both the sports industry
and the specific application of marketing principles and processes to sports contexts.
In the next section, we introduce you to the sports industry. Throughout this book , we
continue to elaborate on ways in which the unique characteristics of this industry com
plicate strategic marketing decisions. After discussing the sports industry, we review
basic marketing principles and processes with an emphasis on how these principles and
processes must be adapted to the sports context.
Coca Cola's stadium signage is just one example of sports marketing.
Source: Used by permission of The Coca Cola Company.
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