Sport marketing research involves planning, collecting, and analyzing data to gain relevant information, enhance knowledge in the field, and inform decisions for sport businesses. It has several key purposes, including forming a link between consumers and companies, identifying opportunities and problems, generating and evaluating marketing actions, monitoring performance, and analyzing the company, industry, and competition. Effective research relies on multiple primary and secondary sources and informs the sport marketing management model.
Marketing sportu na przykładzie wybranych klubów piłkarskich EuropyAdam Mazurkiewicz
Praca dyplomowa z 2005 roku ukazująca sposoby stosowania strategii marketingowych przez różne kluby piłkarskie.
Europejskie marki sportowe i ich techniki analiz, segmentacji i form komunikacji.
Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports.
The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
Market Analysis Techniques And Methods PowerPoint Presentation Slides SlideTeam
Our pre built market analysis techniques and methods slide presentation is the helping hand you need to explain your next market analysis business plan. With help of PowerPoint presentation slides included in this PPT sample you can brief your employees about market research and market strategy analysis done by you. Using this market research methods PPT model you can also share insights with employees about how the market is doing so as to perfrom better in the business. Apart from this, this research techniques PowerPoint presentation supports to underline other closely related concepts like pricing strategies, asymmetric competition, business model, SWOT analysis, market trends, risk analysis etc. Innovative presentation slides like industry size, understanding the target market, industry cost structure, distribution channels, market share of competitors etc. makes this PPT slide show even more amazing. Best thing here is that you can contact our graphic designers to get customized pictorial show. So, what holding you back? It's time to visualize your next market research techniques PowerPoint show. Just click and get started. Spruce up your act with our Market Analysis Techniques And Methods PowerPoint Presentation Slides. Keep your listeners glued to their seats with your exciting ideas.
Marketing sportu na przykładzie Klubu Piłkarskiego POLONIA WarszawaAdam Mazurkiewicz
Praca licencjacka z 2002 roku dotycząca problematyki marketingu i marki sportowej.
Strategia marketingowa stworzona na potrzeby Klubu Piłkarskiego POLONIA Warszawa.
What do you mean by Market research, Concept of Market Research, Application of Market Research, Advantages of Market Research, Process of Market Research, Market Information.
The Future of Digital Marketing in SportsKyle Lacy
The future of marketing in sports and entertainment is changing at an overwhelming speed. With new technology comes new levels of fan loyalty... are you in the mix?
Marketing sportu na przykładzie wybranych klubów piłkarskich EuropyAdam Mazurkiewicz
Praca dyplomowa z 2005 roku ukazująca sposoby stosowania strategii marketingowych przez różne kluby piłkarskie.
Europejskie marki sportowe i ich techniki analiz, segmentacji i form komunikacji.
Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports.
The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
Market Analysis Techniques And Methods PowerPoint Presentation Slides SlideTeam
Our pre built market analysis techniques and methods slide presentation is the helping hand you need to explain your next market analysis business plan. With help of PowerPoint presentation slides included in this PPT sample you can brief your employees about market research and market strategy analysis done by you. Using this market research methods PPT model you can also share insights with employees about how the market is doing so as to perfrom better in the business. Apart from this, this research techniques PowerPoint presentation supports to underline other closely related concepts like pricing strategies, asymmetric competition, business model, SWOT analysis, market trends, risk analysis etc. Innovative presentation slides like industry size, understanding the target market, industry cost structure, distribution channels, market share of competitors etc. makes this PPT slide show even more amazing. Best thing here is that you can contact our graphic designers to get customized pictorial show. So, what holding you back? It's time to visualize your next market research techniques PowerPoint show. Just click and get started. Spruce up your act with our Market Analysis Techniques And Methods PowerPoint Presentation Slides. Keep your listeners glued to their seats with your exciting ideas.
Marketing sportu na przykładzie Klubu Piłkarskiego POLONIA WarszawaAdam Mazurkiewicz
Praca licencjacka z 2002 roku dotycząca problematyki marketingu i marki sportowej.
Strategia marketingowa stworzona na potrzeby Klubu Piłkarskiego POLONIA Warszawa.
What do you mean by Market research, Concept of Market Research, Application of Market Research, Advantages of Market Research, Process of Market Research, Market Information.
The Future of Digital Marketing in SportsKyle Lacy
The future of marketing in sports and entertainment is changing at an overwhelming speed. With new technology comes new levels of fan loyalty... are you in the mix?
During five months we were in charge of the organization of a Business Summit at IE Business School.
This Summit has been divided into two events where we presented the industry nowadays and where it is leading to in the short term.
■ The Football Industry Nowadays. We gathered Luis Vicente from Valencia CF, Oscar Guerra from Nike and Fernando Martin from Zuqium
■ The Future of the Sports Industry. We gathered Oscar Peña from Intel & Anderground, Christian Mauriand from iRewind and Asier Arranz from Perception HUB
Thanks to this events, we gathered 200 attendees and we encouraged networking between IE students and other Business Schools and some companies here in Madrid.
Global Growth in International Sport; AMS Conference 2014Joe Cobbs
Where firms define targeted niches geographically, building a diversified niche portfolio involves difficult decisions concerning international market expansion. Our study addresses this challenge empirically by utilizing the context of Formula One (F1) motor racing to advance the study of a niche-based growth strategy. Specifically, we develop and test a model that examines the importance of native resources to the success of an international expansion strategy featuring a portfolio of geographically-defined niches. In order to approximate the demand for the sport of F1 (dependent variable) across numerous countries, we utilize hierarchical regression with a data set that features the advertising rates for standard commercial time during the broadcast of every F1 grand prix from 2007 to 2010 in 19 different countries across five continents.
Recap of the 2016 Sports Business Journal Brand Engagement SummitNeil Horowitz
On May 31 – June 2, Sports Business Journal hosted the Intersport Brand Engagement Summit, bringing together leaders from organizations and brands throughout the sports industry.
This is a collection of the best quotes, stats, observations, and insights shared via Twitter at the event. Thanks to everyone whose tweets helped fuel this recap and to Intersport and Sports Business Journal for a great event!
For more, visit www.dsmsports.net and follow me on Twitter @njh287
The Deloitte Sports Business Group is proud to launch the 23rd edition of the Annual Review of Football Finance. Our Annual Review includes analysis of the business drivers and financial trends for clubs in some of the top divisions in European football and in the top four divisions of English football, with a particular focus on Premier League and Championship clubs.
Download the highlights and interact with the data: http://www.deloitte.com/view/en_GB/uk/industries/sportsbusinessgroup/sports/football/annual-review-of-football-finance/index.htm
Deloitte Football Money League 2015 - Commercial breaksDeloitte UK
Welcome to the 18th edition of the Deloitte Football Money League in which we profile the highest earning clubs in the world’s most popular sport. Published just eight months after the end of the 2013/14 season, the Money League is the most contemporary and reliable analysis of the clubs’ relative financial performance.
To read the full report, visit www.deloitte.co.uk/DFML
Jackie Reau, CEO of Game Day Communications, offered a presentation on sports and social media and how to create new revenue streams through sponsorship.
The presentation was shared at the 2012 Symposium of the National Association of Sports Commissions.
Game On! Winning at the Business of SportsMarketingByIBM
Winning teams don’t appear by happy accident.
Under the influence of the right coach and strategy, the team coalesces into one harmonious organization, putting aside individual goals to march in step and win. After all, winning is what sports is all about. By default, the sports enterprise and the team must be equally committed to the same outcome if they are to survive and evolve in today’s fierce and ever-changing business environment.
B Business and Management (Standard Level)
All material taken from the IB Business and Management Textbook:
"Business and Management", Paul Hoang, IBID Press, Victoria, 2007
Identifying and Ranking Of Deterring Factors of Financial Sponsorship (Suppor...inventionjournals
The aim of this study is to identify and rank of deterring factors of financial sponsorship related to sport from the perspective of professionals, principals and heads of sports boards of Kurdistan Province. The study was descriptive-survey which was conducted as field research in the community. The study population included all professionals, directors and heads of sport boards of Kurdistan Province in which 150 persons were selected using targeted sampling method. The measurement tool in this research was a researcher made questionnaire in which its validity was confirmed by experts of sports management and its reliability was 0.94 using Cronbach alpha. To rank deterrents or preventive factors, it was used Friedman test and to differentiate among the views, it was used one-way variance analysis and LSD post hoc test. The results indicated that media and government factors from the perspectives of professionals, directors and heads of sport boards have the most deterrent factors in sport-related financial sponsorship in Kurdistan. The results also indicated that there is a significant difference among sport-related financial sponsorship deterrents in professionals and directors. However, there is no significant difference among directors and heads of sport boards. It can be said that media and government factors are among the factors which prevents financial sponsorship in Kurdistan. So, authorities’ attention to reduce public and media problems can lead to financial sponsorship and finally sports progress in Kurdistan.
Why competitor analysis is crucial for your marketing strategy.pdfAmruta Relekar
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
2. 2
Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model
3. 3
Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model
On the 4 C’sOn the 4 C’s
Leads to:Leads to:
andand
This very important
data informs your…
This very important
data informs your…
4. Chapter 4 --Chapter 4 -- Sport Marketing ResearchSport Marketing Research
““Knowledge is the foundationKnowledge is the foundation
of all sport marketing andof all sport marketing and
sport business activity.”sport business activity.”
(Pitts & Stotlar, 2007)(Pitts & Stotlar, 2007)
4
5. Sport Marketing ResearchSport Marketing Research
A simple definition: Sport marketing research “is
the process of planning and organizing activity to
gain information”
InformationInformation is necessary for formulating decisionsis necessary for formulating decisions
concerning the sport company’s financial aspects,concerning the sport company’s financial aspects,
product development, pricing strategies,product development, pricing strategies,
distribution strategies, promotional strategies, anddistribution strategies, promotional strategies, and
all other functions and operations within theall other functions and operations within the
company.company. The information comes fromThe information comes from researchresearch..
First – What is research?First – What is research?
5
6. Sport Marketing ResearchSport Marketing Research
Sport Marketing Research is the process of planning,Sport Marketing Research is the process of planning,
collecting, and analyzing data for these reasons...collecting, and analyzing data for these reasons...
A detailed definition then is…..
1. To gain relevant information needed or to solve a
problem to inform decisions in the sport business;
2. To enhance the body of knowledge in sport marketing
as a field of study; and,
3. To publish this information in journals & books,
deliver to students in sport management classrooms, and
share with industry professionals for their work. 6
7. Table 4.2Table 4.2
Examples of Academic Research JournalsExamples of Academic Research Journals
Sport BusinessSport Business
Sport Marketing QuarterlySport Marketing Quarterly
European Sport Management QuarterlyEuropean Sport Management Quarterly
Sport Management ReviewSport Management Review
Journal of Sport ManagementJournal of Sport Management
International Journal of Sport ManagementInternational Journal of Sport Management
Sport Management and Other Related Topics JournalSport Management and Other Related Topics Journal
Journal of Sport and TourismJournal of Sport and Tourism
Sport StudiesSport Studies
Journal of Sport BehaviorJournal of Sport Behavior
Journal of Sport HistoryJournal of Sport History
Journal of Sport and Social IssuesJournal of Sport and Social Issues
International Sport JournalInternational Sport Journal
Women in Sport and Physical Activity JournalWomen in Sport and Physical Activity Journal
Sociology of Sport JournalSociology of Sport Journal
Business AdministrationBusiness Administration
Journal of MarketingJournal of Marketing
Journal of AdvertisingJournal of Advertising
Journal of Vacation MarketingJournal of Vacation Marketing
Academy of Management JournalAcademy of Management Journal
E-Review of Tourism ResearchE-Review of Tourism Research
Journal of Website PromotionJournal of Website Promotion
Journal of Product and Brand ManagementJournal of Product and Brand Management
7
8. Table 4.1Table 4.1
Examples of Sport Market ResearchExamples of Sport Market Research
by Dr. Pittsby Dr. Pitts
Visitor Spending and Economic Impact of the NCAA Men’s Division IVisitor Spending and Economic Impact of the NCAA Men’s Division I
Basketball RegionsBasketball Regions
Factors that Affect Attendance: A Consumer Behavior Study of aFactors that Affect Attendance: A Consumer Behavior Study of a
SuperCross EventSuperCross Event
Visitor Spending and Economic Impact of the Professional BullVisitor Spending and Economic Impact of the Professional Bull
Riders, Inc. EventRiders, Inc. Event
Sponsorship Recognition: Division I Football Season Ticket HoldersSponsorship Recognition: Division I Football Season Ticket Holders
Go to the Appendix: Sport Marketing Research Briefs; page 361
8
9. Sport Marketing Research ContinuumSport Marketing Research Continuum
(Figure 4.1)(Figure 4.1)
SimpleSimple – Reading a newspaper, magazine, or sport management journal.– Reading a newspaper, magazine, or sport management journal.
ResultsResults:: learn about a new sport business opening; a new technology beinglearn about a new sport business opening; a new technology being
used in sporting equipment; a study on the demographics of fans of theused in sporting equipment; a study on the demographics of fans of the
LPGA.LPGA.
SIMPLE COMPLEX
Examples:
ComplexComplex –– The design and conduct of a study that involves, for example, (a) aThe design and conduct of a study that involves, for example, (a) a
new metal for a new softball bat, (b) a longitudinal study of children withnew metal for a new softball bat, (b) a longitudinal study of children with
disabilities in sports activities to determine their sports activity choices indisabilities in sports activities to determine their sports activity choices in
adulthood, or (c) a study of arena advertising to determine its effects onadulthood, or (c) a study of arena advertising to determine its effects on
spectators over a long period of time.spectators over a long period of time.
9
10. Purposes of Sport Marketing ResearchPurposes of Sport Marketing Research
1.1. To Form a Link Between the Consumer inTo Form a Link Between the Consumer in
the Sport Industry and the Sport Company.the Sport Industry and the Sport Company.
The “Link” is the consumer’s need or desire forThe “Link” is the consumer’s need or desire for
something.something.
Info is collected through research so the company canInfo is collected through research so the company can
know their consumers and what they want.know their consumers and what they want.
See examples page 98See examples page 98
PUMA North AmericaPUMA North America
National Sports Center for the DisabledNational Sports Center for the Disabled
10
11. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
2.2. To Identify and Define MarketingTo Identify and Define Marketing
Opportunities, Problems, and Threats.Opportunities, Problems, and Threats.
Research can reveal marketing opportunities or
problems as well as potential threats for your sport
business.
……….. A marketing opportunity is…
11
12. A Marketing OpportunityA Marketing Opportunity::
is a chance for a sport company to capitalize on somethingis a chance for a sport company to capitalize on something
that will most likely be positive for the company.that will most likely be positive for the company.
12
13. A Marketing OpportunityA Marketing Opportunity::
is a chance for a sport company to capitalize on something thatis a chance for a sport company to capitalize on something that
will most likely be positive for the company.will most likely be positive for the company.
A Marketing ProblemA Marketing Problem::
occurs when something is not quite right.occurs when something is not quite right.
13
14. A Marketing OpportunityA Marketing Opportunity::
is a chance for a sport company to capitalize on something thatis a chance for a sport company to capitalize on something that
will most likely be positive for the company.will most likely be positive for the company.
A Marketing ProblemA Marketing Problem::
occurs when something is not quite right.occurs when something is not quite right.
A Marketing ThreatA Marketing Threat::
occurs when something will most likely have a negativeoccurs when something will most likely have a negative
effect on the sport company.effect on the sport company.
See textbook page 99 for examples
14
15. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
3.3. To Generate, Refine, Evaluate, andTo Generate, Refine, Evaluate, and
Monitor Marketing Actions.Monitor Marketing Actions.
Marketing Actions (activities)
Determine the company’s products as well as pricing,
promotional, and distribution activities and methods.
Decisions about what product to offer and how to
offer it can only be made after the research is
conducted.
Once all decisions are in place, they should be
monitored constantly to evaluate their effectiveness
and performance…. Purpose # 4…. Next…
15
16. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
4.4. To Monitor Marketing Performances.To Monitor Marketing Performances.
Determine if marketing efforts are performing
according to the established goals
Example:Example:
** Does the money we’re spending for an ad in the** Does the money we’re spending for an ad in the
Yellow Pages actually bring in business?Yellow Pages actually bring in business?
16
17. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
5.5. To Improve Understanding of MarketingTo Improve Understanding of Marketing
as a Process.as a Process.
Some research is conducted to gain an understanding
of the process of marketing – how it works, does it
work, etc.
Can there be practice without theory? Can there be
theory without practice?
Often, this type of research is done to understand and
improve your business’ techniques.
Additionally, this type of research is conducted and
published in scholarly journals and textbooks, as in
the next slides.
17
18. Table 4.2Table 4.2
Examples of Academic Research JournalsExamples of Academic Research Journals
Sport BusinessSport Business
Sport Marketing QuarterlySport Marketing Quarterly
European Sport Management QuarterlyEuropean Sport Management Quarterly
Sport Management ReviewSport Management Review
Journal of Sport ManagementJournal of Sport Management
International Journal of Sport ManagementInternational Journal of Sport Management
Sport Management and Other Related Topics JournalSport Management and Other Related Topics Journal
Journal of Sport and TourismJournal of Sport and Tourism
Sport StudiesSport Studies
Journal of Sport BehaviorJournal of Sport Behavior
Journal of Sport HistoryJournal of Sport History
Journal of Sport and Social IssuesJournal of Sport and Social Issues
International Sport JournalInternational Sport Journal
Women in Sport and Physical Activity JournalWomen in Sport and Physical Activity Journal
Sociology of Sport JournalSociology of Sport Journal
Business AdministrationBusiness Administration
Journal of MarketingJournal of Marketing
Journal of AdvertisingJournal of Advertising
Journal of Vacation MarketingJournal of Vacation Marketing
Academy of Management JournalAcademy of Management Journal
E-Review of Tourism ResearchE-Review of Tourism Research
Journal of Website PromotionJournal of Website Promotion
Journal of Product and Brand ManagementJournal of Product and Brand Management
18
19. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
6.6. To Analyze and Understand the SportTo Analyze and Understand the Sport
Company, Its Industry, and ItsCompany, Its Industry, and Its
Competition.Competition.
Knowledge derives from information; information
derives from research and study.
see Tables 4.4, 4.5, and 4.6 (pp. 105-107)
19
20. 20
Table 4.4 What Kind of Information is Needed About The 4 CsTable 4.4 What Kind of Information is Needed About The 4 Cs
21. For example, here is some research about sports globally. IfFor example, here is some research about sports globally. If
you are a global company like Nike or Adidas, how can youyou are a global company like Nike or Adidas, how can you
use this information?use this information?
JapanJapan USAUSA Tasmania/AustraliaTasmania/Australia TaiwanTaiwan
1st1st BowlingBowling Exercise WalkingExercise Walking WalkingWalking WalkingWalking
2nd2nd GymnasticsGymnastics
(no equipment)(no equipment)
Exercising withExercising with
EquipmentEquipment
Aerobics/FitnessAerobics/Fitness JoggingJogging
3rd3rd Jogging, MarathonsJogging, Marathons SwimmingSwimming SwimmingSwimming BasketballBasketball
4th4th Swimming (pool)Swimming (pool) CampingCamping CyclingCycling HikingHiking
5th5th Catch ball, BaseballCatch ball, Baseball BicyclingBicycling GolfGolf ExcursionExcursion
6th6th TrainingTraining BowlingBowling TennisTennis Mountain ClimbingMountain Climbing
7th7th Cycling, Cycle sportsCycling, Cycle sports Aerobic ExercisingAerobic Exercising RunningRunning CyclingCycling
8th8th FishingFishing HikingHiking BushwalkingBushwalking SwimmingSwimming
9th9th Table TennisTable Tennis Workout at ClubWorkout at Club NetballNetball
10th10th BadmintonBadminton Running/JoggingRunning/Jogging SoccerSoccer
Top 10 Participation Sports by CountryTop 10 Participation Sports by Country (Table 4.5)(Table 4.5)
21
23. Competitor
Research & Analysis
Mission
Consumer Company Climate
Segmentation
Target Market
Decisions
Sport Marketing Mix Decisions & Strategies
PriceProduct Place Promotion
Marketing Management Strategies
Implementation – Management – Evaluation Adjustment
Sport Marketing
Management Model
(Figure 3.3)
On the 4 C’s
Leads to:
and
This very important
data informs…
23
28. 28
Table 4.10 Trade Associations, Organizations,
Exhibitions, Conferences, & Publications Examples for
the Golf Business Industry
Golf Industry Show – held annually
World Conference and Club Business Expo – held annually
GCSAA Education Conference – held annually
Women in the Golf Industry – www.wigi.info
PGA Magazine – www.pgamagazine.com
Golf Business Magazine – www.golfbusiness.com
Golf Course Superintendents Association of America – www.gcsanc.com
Golf Builder’s Association of America (GCBAA) – www.gcbaa.org
Society of Golf Appraisers – www.golfappraisers.org
American Society of Golf Course Architects (ASGCA) – www.asgca.org
United States Golf Association (USGA)
National Golf Foundation (NGF)
International Golf Course Equipment Managers Association (IGCEMA)
National Golf Course Owners Association (NGCOA) – ww.ngcoa.org
Club Managers Association of America (CMAA) -- www.cmaa.org
CMAA Club Careers – www.clubcareers.org
The Environmental institute for Golf (EIFG) – www.eifg.org
Professional Golfers Association of America (PGA) – www.pga.com
Golf Business Development Magazine (GBD) –
www.golfbusinessdevelopment.com
Golf Business Advisors – www.golfbusinesadvisors.com
Golf Course Industry Magazine– www.golfcourseindustry.com
29. Sources of InformationSources of Information
Primary SourcesPrimary Sources::
are those sources from which information is gatheredare those sources from which information is gathered
directly. Example - Studiesdirectly. Example - Studies
Secondary SourcesSecondary Sources::
are sources that contain information that someoneare sources that contain information that someone
else compile and reported, published, or collected.else compile and reported, published, or collected.
29
30. Examples of Research from the NationalExamples of Research from the National
Sporting Goods AssociationSporting Goods Association
Sports Participation year by yearSports Participation year by year
Sports Participation State by StateSports Participation State by State
Sporting Goods MarketSporting Goods Market
30
31. Here is a recent example from ESPN Magazine… HowHere is a recent example from ESPN Magazine… How
can you use this information?!?!?can you use this information?!?!?
1. Pittsburgh Pirates --- $4.75 21 22.6 cents1. Pittsburgh Pirates --- $4.75 21 22.6 cents
2. Pittsburgh Penguins -- $5.25 21 25.0 cents2. Pittsburgh Penguins -- $5.25 21 25.0 cents
3. New Orleans Saints -- $6.00 24 25.0 cents3. New Orleans Saints -- $6.00 24 25.0 cents
4. Denver Nuggets ----- $6.25 24 26.0 cents4. Denver Nuggets ----- $6.25 24 26.0 cents
5. Miami Heat ------------ $5.50 21 26.2 cents5. Miami Heat ------------ $5.50 21 26.2 cents
117.117. New Jersey Mets -- $7.75 16 48.4 centsNew Jersey Mets -- $7.75 16 48.4 cents
118.118. New York Jets ----- $7.75 16 48.4 centsNew York Jets ----- $7.75 16 48.4 cents
119.119. New York Yankees - $6.00 12 50.0 centsNew York Yankees - $6.00 12 50.0 cents
120.120. Nashville Predators - $6.75 12 56.3 centsNashville Predators - $6.75 12 56.3 cents
121.121. Boston Red Sox ----- $7.25 12 60.4 centsBoston Red Sox ----- $7.25 12 60.4 cents
Cheapest & Most Expensive Beers inCheapest & Most Expensive Beers in
SportsSports OuncesCost Cost per Ounce
31
32. A Few Research MethodsA Few Research Methods
SurveysSurveys: In Person, Phone, Mail, Web: In Person, Phone, Mail, Web
Observation: Formal or InformalObservation: Formal or Informal
InterviewInterview
Focus GroupFocus Group
Purchase BehaviorPurchase Behavior
Test MarketingTest Marketing
Other Scientific ResearchOther Scientific Research
32
33. Survey is the MOST common research method in sport business.33
34. A Few Types of ResearchA Few Types of Research
SurveysSurveys: In Person, Phone, Mail, Web: In Person, Phone, Mail, Web
Observation: Formal or InformalObservation: Formal or Informal
InterviewInterview
Focus GroupFocus Group
Purchase BehaviorPurchase Behavior
Test MarketingTest Marketing
Other Scientific ResearchOther Scientific Research
34
35. Competitor
Research & Analysis
Mission
Consumer Company Climate
Segmentation
Target Market
Decisions
Sport Marketing Mix Decisions & Strategies
PriceProduct Place Promotion
Marketing Management Strategies
Implementation – Management – Evaluation Adjustment
Sport Marketing
Management Model
(Figure 3.3)
On the 4 C’s
Leads to:
and
This very important
data informs…
35