Sport Marketing Chapter 4 before

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Sport Marketing Chapter 4 before

  1. 1. Chapter 4Chapter 4Sport Marketing ResearchSport Marketing Research1
  2. 2. 2CompanyResearch & 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
  3. 3. 3CompanyResearch & 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 ModelOn the 4 C’sOn the 4 C’sLeads to:Leads to:andandThis very importantdata informs your…This very importantdata informs your…
  4. 4. Chapter 4 --Chapter 4 -- Sport Marketing ResearchSport Marketing Research““Knowledge is the foundationKnowledge is the foundationof all sport marketing andof all sport marketing andsport business activity.”sport business activity.”(Pitts & Stotlar, 2007)(Pitts & Stotlar, 2007)4
  5. 5. Sport Marketing ResearchSport Marketing ResearchA simple definition: Sport marketing research “isthe process of planning and organizing activity togain information”InformationInformation is necessary for formulating decisionsis necessary for formulating decisionsconcerning 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, andall other functions and operations within theall other functions and operations within thecompany.company. The information comes fromThe information comes from researchresearch..First – What is research?First – What is research?5
  6. 6. Sport Marketing ResearchSport Marketing ResearchSport 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 aproblem to inform decisions in the sport business;2. To enhance the body of knowledge in sport marketingas a field of study; and,3. To publish this information in journals & books,deliver to students in sport management classrooms, andshare with industry professionals for their work. 6
  7. 7. Table 4.2Table 4.2Examples 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 Management7
  8. 8. Table 4.1Table 4.1Examples of Sport Market ResearchExamples of Sport Market Researchby 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 IBasketball RegionsBasketball Regions Factors that Affect Attendance: A Consumer Behavior Study of aFactors that Affect Attendance: A Consumer Behavior Study of aSuperCross EventSuperCross Event Visitor Spending and Economic Impact of the Professional BullVisitor Spending and Economic Impact of the Professional BullRiders, Inc. EventRiders, Inc. Event Sponsorship Recognition: Division I Football Season Ticket HoldersSponsorship Recognition: Division I Football Season Ticket HoldersGo to the Appendix: Sport Marketing Research Briefs; page 3618
  9. 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 beingused in sporting equipment; a study on the demographics of fans of theused in sporting equipment; a study on the demographics of fans of theLPGA.LPGA.SIMPLE COMPLEXExamples: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) anew 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 withdisabilities in sports activities to determine their sports activity choices indisabilities in sports activities to determine their sports activity choices inadulthood, or (c) a study of arena advertising to determine its effects onadulthood, or (c) a study of arena advertising to determine its effects onspectators over a long period of time.spectators over a long period of time.9
  10. 10. Purposes of Sport Marketing ResearchPurposes of Sport Marketing Research1.1. To Form a Link Between the Consumer inTo Form a Link Between the Consumer inthe 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 forsomething.something. Info is collected through research so the company canInfo is collected through research so the company canknow 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 Disabled10
  11. 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 MarketingOpportunities, Problems, and Threats.Opportunities, Problems, and Threats. Research can reveal marketing opportunities orproblems as well as potential threats for your sportbusiness.……….. A marketing opportunity is…11
  12. 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 somethingthat will most likely be positive for the company.that will most likely be positive for the company.12
  13. 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 thatwill 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. 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 thatwill 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 negativeeffect on the sport company.effect on the sport company.See textbook page 99 for examples14
  15. 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, andMonitor 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 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…. Purpose # 4…. Next…15
  16. 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 performingaccording to the established goalsExample:Example:** Does the money we’re spending for an ad in the** Does the money we’re spending for an ad in theYellow Pages actually bring in business?Yellow Pages actually bring in business?16
  17. 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 Marketingas a Process.as a Process. Some research is conducted to gain an understandingof the process of marketing – how it works, does itwork, etc. Can there be practice without theory? Can there betheory without practice? Often, this type of research is done to understand andimprove your business’ techniques. Additionally, this type of research is conducted andpublished in scholarly journals and textbooks, as inthe next slides.17
  18. 18. Table 4.2Table 4.2Examples 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 Management18
  19. 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 SportCompany, Its Industry, and ItsCompany, Its Industry, and ItsCompetition.Competition. Knowledge derives from information; informationderives from research and study.see Tables 4.4, 4.5, and 4.6 (pp. 105-107)19
  20. 20. 20Table 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. 21. For example, here is some research about sports globally. IfFor example, here is some research about sports globally. Ifyou are a global company like Nike or Adidas, how can youyou are a global company like Nike or Adidas, how can youuse this information?use this information?JapanJapan USAUSA Tasmania/AustraliaTasmania/Australia TaiwanTaiwan1st1st BowlingBowling Exercise WalkingExercise Walking WalkingWalking WalkingWalking2nd2nd GymnasticsGymnastics(no equipment)(no equipment)Exercising withExercising withEquipmentEquipmentAerobics/FitnessAerobics/Fitness JoggingJogging3rd3rd Jogging, MarathonsJogging, Marathons SwimmingSwimming SwimmingSwimming BasketballBasketball4th4th Swimming (pool)Swimming (pool) CampingCamping CyclingCycling HikingHiking5th5th Catch ball, BaseballCatch ball, Baseball BicyclingBicycling GolfGolf ExcursionExcursion6th6th TrainingTraining BowlingBowling TennisTennis Mountain ClimbingMountain Climbing7th7th Cycling, Cycle sportsCycling, Cycle sports Aerobic ExercisingAerobic Exercising RunningRunning CyclingCycling8th8th FishingFishing HikingHiking BushwalkingBushwalking SwimmingSwimming9th9th Table TennisTable Tennis Workout at ClubWorkout at Club NetballNetball10th10th BadmintonBadminton Running/JoggingRunning/Jogging SoccerSoccerTop 10 Participation Sports by CountryTop 10 Participation Sports by Country (Table 4.5)(Table 4.5)21
  22. 22. Sport Marketing ResearchSport Marketing ResearchSo… myprecious…How do youDOresearch???22
  23. 23. CompetitorResearch & AnalysisMissionConsumer Company ClimateSegmentationTarget MarketDecisionsSport Marketing Mix Decisions & StrategiesPriceProduct Place PromotionMarketing Management StrategiesImplementation – Management – Evaluation AdjustmentSport MarketingManagement Model(Figure 3.3)On the 4 C’sLeads to:andThis very importantdata informs…23
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  28. 28. 28    Table 4.10 Trade Associations, Organizations,Exhibitions, Conferences, & Publications Examples forthe Golf Business IndustryGolf Industry Show – held annuallyWorld Conference and Club Business Expo – held annuallyGCSAA Education Conference – held annuallyWomen in the Golf Industry – www.wigi.infoPGA Magazine – www.pgamagazine.comGolf Business Magazine – www.golfbusiness.comGolf Course Superintendents Association of America – www.gcsanc.comGolf Builder’s Association of America (GCBAA) – www.gcbaa.orgSociety of Golf Appraisers – www.golfappraisers.orgAmerican Society of Golf Course Architects (ASGCA) – www.asgca.orgUnited States Golf Association (USGA)National Golf Foundation (NGF)International Golf Course Equipment Managers Association (IGCEMA)National Golf Course Owners Association (NGCOA) – ww.ngcoa.orgClub Managers Association of America (CMAA) -- www.cmaa.orgCMAA Club Careers – www.clubcareers.orgThe Environmental institute for Golf (EIFG) – www.eifg.orgProfessional Golfers Association of America (PGA) – www.pga.comGolf Business Development Magazine (GBD) –www.golfbusinessdevelopment.comGolf Business Advisors – www.golfbusinesadvisors.comGolf Course Industry Magazine– www.golfcourseindustry.com
  29. 29. Sources of InformationSources of InformationPrimary SourcesPrimary Sources::are those sources from which information is gatheredare those sources from which information is gathereddirectly. Example - Studiesdirectly. Example - StudiesSecondary SourcesSecondary Sources::are sources that contain information that someoneare sources that contain information that someoneelse compile and reported, published, or collected.else compile and reported, published, or collected.29
  30. 30. Examples of Research from the NationalExamples of Research from the NationalSporting 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 Market30
  31. 31. Here is a recent example from ESPN Magazine… HowHere is a recent example from ESPN Magazine… Howcan 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 cents2. Pittsburgh Penguins -- $5.25 21 25.0 cents2. Pittsburgh Penguins -- $5.25 21 25.0 cents3. New Orleans Saints -- $6.00 24 25.0 cents3. New Orleans Saints -- $6.00 24 25.0 cents4. Denver Nuggets ----- $6.25 24 26.0 cents4. Denver Nuggets ----- $6.25 24 26.0 cents5. Miami Heat ------------ $5.50 21 26.2 cents5. Miami Heat ------------ $5.50 21 26.2 cents117.117. New Jersey Mets -- $7.75 16 48.4 centsNew Jersey Mets -- $7.75 16 48.4 cents118.118. New York Jets ----- $7.75 16 48.4 centsNew York Jets ----- $7.75 16 48.4 cents119.119. New York Yankees - $6.00 12 50.0 centsNew York Yankees - $6.00 12 50.0 cents120.120. Nashville Predators - $6.75 12 56.3 centsNashville Predators - $6.75 12 56.3 cents121.121. Boston Red Sox ----- $7.25 12 60.4 centsBoston Red Sox ----- $7.25 12 60.4 centsCheapest & Most Expensive Beers inCheapest & Most Expensive Beers inSportsSports OuncesCost Cost per Ounce31
  32. 32. A Few Research MethodsA Few Research MethodsSurveysSurveys: In Person, Phone, Mail, Web: In Person, Phone, Mail, WebObservation: Formal or InformalObservation: Formal or InformalInterviewInterviewFocus GroupFocus GroupPurchase BehaviorPurchase BehaviorTest MarketingTest MarketingOther Scientific ResearchOther Scientific Research32
  33. 33. Survey is the MOST common research method in sport business.33
  34. 34. A Few Types of ResearchA Few Types of ResearchSurveysSurveys: In Person, Phone, Mail, Web: In Person, Phone, Mail, WebObservation: Formal or InformalObservation: Formal or InformalInterviewInterviewFocus GroupFocus GroupPurchase BehaviorPurchase BehaviorTest MarketingTest MarketingOther Scientific ResearchOther Scientific Research34
  35. 35. CompetitorResearch & AnalysisMissionConsumer Company ClimateSegmentationTarget MarketDecisionsSport Marketing Mix Decisions & StrategiesPriceProduct Place PromotionMarketing Management StrategiesImplementation – Management – Evaluation AdjustmentSport MarketingManagement Model(Figure 3.3)On the 4 C’sLeads to:andThis very importantdata informs…35

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