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CompanyResearch & Information CollectionCompany Mission & GoalsConsumer Competitor ClimateSegmentationTarget Market DecisionsSport Marketing Mix Decisions & StrategiesMarketing Management StrategiesImplementation – Management – Evaluation – AdjustmentThe Sport Marketing Management ModelPriceProduct Place PromotionFigure 3.3 The Sport Marketing Management Model
Why is research vital to sport marketing?• To gain relevant information needed or to solvea problem to inform decisions in the sportbusiness• To enhance the body of knowledge in sportmarketing as a field of study• To publish this information in journals andbooks, deliver to students in sport managementclassrooms, and share with industryprofessionals for their work.
Sport Marketing Research ContinuumSimple: Reading a newspaper, magazine, or sport management journal.Results: learn about a new sport business opening; a new technologybeing used in sporting equipment; a study on the demographics of fansof the LPGA.Complex: The design and conduct of a study that involves, for example,(a) a new metal for a new softball bat, (b) a longitudinal study of childrenwith disabilities in sports activities to determine their sports activitychoices in adulthood, or (c) a study of arena advertising to determine itseffects on spectators over a long period of time.SIMPLE COMPLEX
Purposes of Sport Marketing ResearchTo Form a Link Between the Consumer inthe Sport Industry and the Sport Company. The “Link” is the consumer’s need or desire forsomething. Info is collected through research so the companycan know their consumers and what they want. See examples page 98 PUMA North America National Sports Center for the Disabled
To Identify and DefineMarketingOpportunities,Problems, and Threats.• Opportunity: a chancefor a sport company tocapitalize on somethingthat will most likely bepositive for the company• Problem: something isn’tquite right• Threat: occurs whensomething will most likelyhave a negative effect onthe sport company.
To Generate, Refine, Evaluate, and MonitorTo Generate, Refine, Evaluate, and MonitorMarketing Actions.Marketing Actions. Marketing Actions (activities) Determine the company’s products as well aspricing, promotional, and distribution activities andmethods. Decisions about what product to offer and how tooffer it can only be made after the research isconducted. Once all decisions are in place, they should bemonitored constantly to evaluate their effectivenessand performance
To Monitor Marketing Performances.To Monitor Marketing Performances. Determine if marketing efforts are performingaccording to the established goals(Ex.—Does the money spent on an ad in the Yellow(Ex.—Does the money spent on an ad in the YellowPages actually bring in business?)Pages actually bring in business?)
To Improve Understanding of Marketing asTo Improve Understanding of Marketing asa Process.a Process. Some research is conducted to gain anunderstanding of the process of marketing – how itworks, does it work, etc. Can there be practice without theory? Can there betheory without practice? Often, this type of research is done to understandand improve your business’ techniques. Additionally, this type of research is conducted andpublished in scholarly journals and textbooks, as inthe next slides.
To Analyze and Understand the SportTo Analyze and Understand the SportCompany, Its Industry, and Its Competition.Company, Its Industry, and Its Competition. Knowledge derives from information; informationderives from research and study.[see Tables 4.4, 4.5, and 4.6 (pp. 105-107)]
The 7-step Marketing Research Process1. Define the objective.2. Locate existing relevant information.3. Consider hiring research company.4. Determine the research design.5. Conduct the study.6. Analyze the data.7. Use any new knowledge.
Sources of Information• Primary Sources: sources from which informationis gathered directly. Ex.—Studies• Secondary Sources: sources that containinformation that someone else compiled andreported, published, or collected.
Research Methods• Surveys: In Person, Phone, Mail, Web• Observation: Formal or Informal• Interview• Focus Group• Purchase Behavior• Test Marketing• Other Scientific Research