Sports marketing: a strategic perspective
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ
Prentice Hall
2002
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXII, 613 S. Ill. |
| ISBN: | 0130407917 |
Staff View
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| adam_text | _| BRIEF CONTENTS | Preface
PART I: Contingency Framework for Strategic Sports Marketing 1
Chapter 1: Emergence of Sports Marketing 1
Chapter 2: Contingency Framework for Strategic Sports Marketing 41
Chapter 3: External and Internal Contingencies 71
PART II: Planning for Market Selection Decisions 107
Chapter 4: Research Tools for Understanding Sports Consumers 107
Chapter 5: Understanding Participants as Consumers 143
Chapter 6: Understanding Spectators as Consumers 183
Chapter 7: Segmentation, Targeting, and Positioning 215
PART III: Planning the Sports Marketing Mix 255
Chapter 8: Sports Product Concepts 255
Chapter 9: Managing Sports Products 295
Chapter 10: Promotion Concepts 329
Chapter 11: Promotion Mix Elements 357
Chapter 12: Sponsorship Programs 401
Chapter 13: Distribution Concepts 445
Chapter 14: Pricing Concepts 483
Chapter 15: Pricing Strategies 517
PART IV: Implementing and Controlling the Strategic
Sports Marketing Process 539
Chapter 16: Implementing and Controlling the Strategic Sports
Marketing Process 539
Appendix A: Career Opportunities in Sports Marketing 575
Appendix B: Sports Marketing Sites of Interest on the Internet 587
Glossary 591
Photo Credits 603
Index 605
ef Contents
— | CONTENTS | PREFACE xvi
PART I: Contingency Framework for Strategic Sports Marketing 1
Chapter 1: Emergence of Sports Marketing 1
WHAT IS SPORTS MARKETING? 2
UNDERSTANDING THE SPORTS INDUSTRY 3
Sports as Entertainment 3
A Marketing Orientation 5
Growth of the Sports Industry 6
Spotlight on International Sports Marketing Big League
Commercialization Reaches European Sports 8
The Structure of the Sports Industry 11
The Consumers of Sport 11
The Sports Product 16
Different Types of Sports Products 18
The Multidimensional Nature of the Sports Product 24
Producers and Intermediaries 25
Sports Marketing Hall of Fame Mark McCormack 28
BASIC MARKETING PRINCIPLES AND PROCESSES APPLIED
TO SPORT 30
The Sports Marketing Mix 30
The Exchange Process 31
The Strategic Sports Marketing Process 33
Spotlight on Women in Sports Marketing A League to Call
Their Own 34
SUMMARY 35
KEY TERMS CONCEPTS 36
REVIEW QUESTIONS 36
EXERCISES 37
INTERNET EXERCISES 38
NOTES 38
Chapter 2: Contingency Framework for Strategic Sports Marketing 41
Globetrotters Dribble Out a New Marketing Plan 42
CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS
MARKETING 43
Contingency Approaches 44
Strategic Sports Marketing Process: The Heart of the
Contingency Framework 47
Conte
PLANNING PHASE 48
Understanding Consumers Needs 48
Market Selection Decisions 48
Spotlight on International Sports Marketing Major League
Baseball International: Segmenting the Market Based
on Where People Live 51
Marketing Mix Decisions 54
Attendance Records Broken at Saratoga with Focus on Family 55
Spotlight on Women in Sports Marketing NHL, NFL Design
Products for Women Fans 56
IMPLEMENTATION PHASE 57
Organizing 59
Leadership and Interaction 59
Resource Acquisition and Allocation 60
Coordinating and Timing of Activities 60
Information Management 60
CONTROL PHASE 60
Measuring Results 61
SUMMARY 65
KEY TERMS CONCEPTS 66
REVIEW QUESTIONS 67
EXERCISES 67
INTERNET EXERCISES 68
NOTES 68
Chapter 3: External and Internal Contingencies 71
EXTERNAL CONTINGENCIES 72
Competition 72
Technology 73
Cultural and Social Trends 79
Physical Environment 80
Spotlight on International Sports Marketing Skiing the Dome 81
Political, Legal, and Regulatory Environment 82
Demographic 83
The Economy 85
Monitoring the External Contingencies 86
INTERNAL CONTINGENCIES 88
Vision and Mission 88
Organizational Objectives and Marketing Goals 90
Organizational Strategies 91
Organizational Culture 96
ASSESSING THE INTERNAL AND EXTERNAL CONTINGENCIES:
SWOT ANALYSIS 97
i tents
SUMMARY 99
KEY TERMS CONCEPTS 100
REVIEW QUESTIONS 100
EXERCISES 101
INTERNET EXERCISES 102
NOTES 102
CASE: PART I 104
CASE NOTES 105
PART II: Planning for Market Selection Decisions 107
Chapter 4: Research Tools for Understanding Sports Consumers 107
Marketing Research in Action: The Albany River Rats 108
Understanding the Value of a Sponsorship 110
THE MARKETING RESEARCH PROCESS 111
Defining the Problem or Opportunity 112
Choosing the Research Design Type 113
Identifying Data Collection Techniques 116
Secondary Data 116
Spotlight on International Sports Marketing Measuring the
Mood of International Sports Consumers 118
Primary Data 122
Spotlight on Women in Sports Marketing Survey Says:
Women Like, Will Support Baseball 126
Designing Data Collection Instruments 128
Designing the Sample 133
Data Analysis 135
Preparing a Final Report 136
SUMMARY 137
KEY TERMS CONCEPTS 139
REVIEW QUESTIONS 139
EXERCISES 140
INTERNET EXERCISES 140
NOTES 141
Chapter 5: Understanding Participants as Consumers 143
More People Take Up Starlight Skating, Twilight Tennis New
Forms of Participation 144
Spotlight on International Sports Marketing The German
Sports Participation Market 146
MODEL OF PARTICIPANT CONSUMPTION BEHAVIOR 147
Participant Decision Making Process 147
Types on Consumer Decisions 154
Conten
PSYCHOLOGICAL OR INTERNAL FACTORS 155
Personality 155
Motivation 157
Perception 161
Learning 162
Attitudes 164
SOCIOLOGICAL OR EXTERNAL FACTORS 166
Culture 166
Social Class 168
Reference Groups 169
Sports Marketing Hall of Fame The Babe:
Babe Didrikson Zaharias 170
Family 170
Prep Sports Participation Reaches All Time High 111
Situational Factors 172
Spotlight on Women in Sports Marketing Women Take to
the Field 173
SUMMARY 177
KEY TERMS CONCEPTS 178
REVIEW QUESTIONS 179
EXERCISES 180
INTERNET EXERCISES 180
NOTES 181
Chapter 6: Understanding Spectators as Consumers 183
FACTORS INFLUENCING ATTENDANCE 188
Fan Motivation Factors 188
Sports Marketing Hall of Fame David Stern 189
The Economic Value of Sports Consumption
Better Education 192
Game Attractiveness 193
Economic Factors 194
Competitive Factors 194
Demographic Factors 195
Stadium Factors 195
Spotlight on Women s Sports Marketing The Woman
As a Spectator of Men s Sports 196
Customers Come First in Latest Stadium Designs 201
Value of Sport to the Community 204
Sports Involvement 205
Spotlight on International Sports Marketing A Comparative
Analysis of Spectator Involvement: United States vs.
United Kingdom 205
intents
Fan Identification 206
Managerial Benefits 208
SUMMARY 209
KEY TERMS CONCEPTS 210
REVIEW QUESTIONS 210
EXERCISES 211
INTERNET EXERCISES 212
NOTES 212
Chapter 7: Segmentation, Targeting, and Positioning 215
SEGMENTATION 216
Bases for Segmentation 216
New Web Site Targets Youngest Demographic 219
Younger Crowd Now Driving Golf 220
Spotlight on Women in Sports Marketing As Women Take
the Field, Firms Deliver Pitches 223
Spotlight on International Sports Marketing Multicultural
Players Have New Fans Turning Their Dials to the
National Pastime 226
America s Teams 234
Choosing More Than One Segment 237
TARGET MARKETS 237
Evaluation of Target Markets 239
POSITIONING 242
REPOSITIONING 247
Basketball Plays Image Game 247
SUMMARY 249
KEY TERMS CONCEPTS 250
REVIEW QUESTIONS 250
EXERCISES 251
INTERNET EXERCISES 252
NOTES 252
PART III: Planning the Sports Marketing Mix 255
Chapter 8: Sports Product Concepts 255
DEFINING SPORTS PRODUCTS 257
Goods and Services as Sports Products 257
Shaq s a Unique Bundle of Benefits 258
Classifying Sports Products 261
Spotlight on Women in Sports Marketing Huffy Sports
Company Introduces WNBA Product Line 262
Sports Marketing Hall of Fame Phil Knight 263
Contei
PRODUCT CHARACTERISTICS 265
Branding 265
What s in a Name? 266
Branding the Aftermarket The Power of NASCAR 272
Licensing 275
Spotlight on International Sports Marketing Europe Gears
Up for Rich Pickens 276
Merchandising Mania Down on the Farm 279
Quality 281
PRODUCT DESIGN 286
SUMMARY 289
KEY TERMS CONCEPTS 291
REVIEW QUESTIONS 291
EXERCISES 292
INTERNET EXERCISES 292
NOTES 292
Chapter 9: Managing Sports Products 295
Spotlight on Women in Sports Marketing Introducing a
New Sports Product 296
NEW SPORTS PRODUCTS 297
Types of New Products 298
Sports Marketing Hall of Fame Bill Rasmussen 299
THE NEW PRODUCT DEVELOPMENT PROCESS 303
Idea Generation 303
Idea Screening 304
Analysis of the Sports Product Concept or Potential 304
Developing the Sports Product 305
Test Marketing 306
Commercialization 308
A Successful New Product? NASCAR Speedparks Seem
To Have All the Elements 308
New Products Success Factors 309
PRODUCT LIFE CYCLE 310
Introduction 312
Growth 313
Pro Lacrosse League Gains Momentum 314
Maturity 314
Schwinn Back in the Pack Revving Up the Product Life
Cycle for a Declining Brand 315
Decline 317
Other Life Cycle Considerations 317
Spotlight on International Sports Marketing High Hoops for
the East: Introducing a Professional Basketball League
in China 321
n tents
DIFFUSION OF INNOVATIONS 322
Types of Adopters 323
SUMMARY 324
KEY TERMS CONCEPTS 325
REVIEW QUESTIONS 326
EXERCISES 326
INTERNET EXERCISES 327
NOTES 327
Chapter 10: Promotion Concepts 329
COMMUNICATION PROCESS 330
Sports Marketing Hall of Fame Bill Veeck 331
Source 332
Encoding 335
Message 335
Medium 336
The Power of Television 338
Decoding 341
I Got Game 341
Receiver 342
Feedback 343
Noise 343
PROMOTION PLANNING 344
Target Market Considerations 344
Push Strategy 344
Pull Strategy 345
Promotional Objectives 345
The Hierarchy of Effects 346
Establishing Promotional Budgets 348
Choosing an Integrated Promotional Mix 350
SUMMARY 351
KEY TERMS CONCEPTS 353
REVIEW QUESTIONS 353
EXERCISES 354
INTERNET EXERCISES 355
NOTES 355
Chapter 11: Promotion Mix Elements 357
ADVERTISING 359
Advertising Objectives 359
Advertising Budgeting 361
Contei
Creative Decisions 361
Media Strategy 370
Power of Print 372
Virtual Advertising 376
Media Scheduling 382
Personal Selling 383
The Strategic Selling Process 384
Sales Promotions 388
Public Relations 391
Quaker State Long Drive Competition 393
SUMMARY 395
KEY TERMS CONCEPTS 396
REVIEW QUESTIONS 396
EXERCISES 397
INTERNET EXERCISES 398
NOTES 398
Chapter 12: Sponsorship Programs 401
Visa The Official Sponsor of the 2000 Summer
Olympic Games 402
GROWTH OF SPONSORSHIP 403
DESIGNING A SPORTS SPONSORSHIP PROGRAM 405
Sponsorship Objectives 410
Disabled Athletes Go for the Gold 413
Spotlight on Women in Sports Marketing Factors Affecting
Corporate Sponsorship of Women s Sport 415
Spotlight on International Sports Marketing Brewer s Soccer
Sponsorship Draws Fire 420
Sponsorship Budgeting 423
Choosing the Sponsorship Opportunity 427
Sports Marketing Hall of Fame Tiger Woods 432
Foot Fight Goes to Adidas 434
Sponsorship Implementation and Evaluation 437
SUMMARY 439
KEY TERMS CONCEPTS 441
REVIEW QUESTIONS 441
EXERCISES 442
INTERNET EXERCISES 442
NOTES 442
Chapter 13: Distribution Concepts 445
Delivering the NFL to Europe 446
NHL Seeks Global Distribution 449
BASIC DISTRIBUTION CONCEPTS 450
[intents
Intermediary Functions 451
Types of Channels 453
The Pros and Cons of Buying Mail Order Racquets 453
The Number and Types of Sports Retailers 456
Profiling the Sports E Tailing Consumer 457
Sports Retailing Mix 459
Retail Image 462
Nonstore Retailing 466
Internet Shopping 467
STADIUM AS PLACE 468
The Death of the Stadium 469
SPORTS MEDIA AS DISTRIBUTION 473
Understanding the Impact ofDSS An Interview with
Tom Bracken, Vice President of Advertising
for DIRECTV 475
Sports Marketing Hall of Fame RooneArledge 477
SUMMARY 478
KEY TERMS CONCEPTS 479
REVIEW QUESTIONS 479
_ EXERCISES 480
INTERNET EXERCISES 481
NOTES 481
Chapter 14: Pricing Concepts 483
Event Prices Leave Fans in Dust 484
WHAT IS PRICE? 486
The Value of a Seat Seat Licenses Hated, But They Work 486
THE DETERMINANTS OF PRICING 490
Sports Marketing Hall of Fame Pete Rozelle 490
Internal Factors 491
Those Astronomical Athlete Salaries 496
External Factors 503
Consumer Demand 503
Economy 509
Competition 509
Legal Issues 510
Technology 510
SUMMARY 512
KEY TERMS CONCEPTS 513
REVIEW QUESTIONS 514
EXERCISES 514
INTERNET EXERCISES 515
NOTES 515
Conten
Chapter 15: Pricing Strategies 517
DIFFERENTIAL PRICING STRATEGY 518
NEW SPORTS PRODUCT PRICING STRATEGY 519
Spotlight on International Sports Marketing Fans Forced To
Meet Cost of Loving Football 521
PSYCHOLOGICAL PRICING STRATEGIES 522
PRODUCT MIX PRICING STRATEGIES 524
COST BASED PRICING STRATEGIES 526
Spotlight on Women in Sports Marketing The Cost Side
of Breaking Even 527
PRICE ADJUSTMENTS 529
Price Reductions and Increases 529
Increasing Ticket Prices In Praise of Ticket Scalping 531
Price Discounts 533
SUMMARY 534
KEY TERMS CONCEPTS 535
REVIEW QUESTIONS 535
EXERCISES 536
INTERNET EXERCISES 536
NOTES 537
PART IV: Implementing and Controlling the Strategic Sports
Marketing Process 539
Chapter 16: Implementing and Controlling the Strategic Sports
Marketing Process 539
Spotlight on International Sports Marketing All Set To
Muscle In on Moscow 540
IMPLEMENTATION 543
Communication 544
Sports Marketing Hall of Fame Gary Davidson 547
Staffing and Skills 547
Coordination 549
Rewards 551
Information 553
Creativity 553
Budgeting 556
CONTROL 556
Spotlight on Women in Sports Marketing Val Ackerman
Controls the WNBA 558
Planning Assumptions Control 559
Process Control 560
Contingency Control 567
ontents
SUMMARY 570
KEY TERMS CONCEPTS 571
REVIEW QUESTIONS 572
EXERCISES 572
INTERNET EXERCISES 573
NOTES 573
Appendix A: Career Opportunities in Sports Marketing 575
Appendix B: Sports Marketing Sites of Interest on the Internet 587
Glossary 591
Photo Credits 603
Index 605
Conter
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| dewey-ones | 796 - Athletic and outdoor sports and games |
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| dewey-sort | 3796 16 298 |
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| discipline | Sport Sportwissenschaft Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| genre_facet | Lehrbuch |
| geographic | USA USA (DE-588)4078704-7 gnd |
| geographic_facet | USA |
| id | DE-604.BV014144991 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:58:27Z |
| institution | BVB |
| isbn | 0130407917 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009693152 |
| oclc_num | 46685103 |
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| owner | DE-703 |
| owner_facet | DE-703 |
| physical | XXII, 613 S. Ill. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Prentice Hall |
| record_format | marc |
| spelling | Shank, Matthew D. Verfasser aut Sports marketing a strategic perspective Matthew D. Shank 2. ed. Upper Saddle River, NJ Prentice Hall 2002 XXII, 613 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Sport gtt Sports - Aspect économique - États-Unis ram Sports - États-Unis - Marketing ram Strategische planning gtt Sports Economic aspects United States Sports United States Marketing Sport (DE-588)4056366-2 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Sportsponsoring (DE-588)4207428-9 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf 1\p (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s Sport (DE-588)4056366-2 s DE-604 Sportsponsoring (DE-588)4207428-9 s 2\p DE-604 USA (DE-588)4078704-7 g 3\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009693152&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Shank, Matthew D. Sports marketing a strategic perspective Marketing gtt Sport gtt Sports - Aspect économique - États-Unis ram Sports - États-Unis - Marketing ram Strategische planning gtt Sports Economic aspects United States Sports United States Marketing Sport (DE-588)4056366-2 gnd Marketing (DE-588)4037589-4 gnd Sportsponsoring (DE-588)4207428-9 gnd |
| subject_GND | (DE-588)4056366-2 (DE-588)4037589-4 (DE-588)4207428-9 (DE-588)4078704-7 (DE-588)4123623-3 |
| title | Sports marketing a strategic perspective |
| title_auth | Sports marketing a strategic perspective |
| title_exact_search | Sports marketing a strategic perspective |
| title_full | Sports marketing a strategic perspective Matthew D. Shank |
| title_fullStr | Sports marketing a strategic perspective Matthew D. Shank |
| title_full_unstemmed | Sports marketing a strategic perspective Matthew D. Shank |
| title_short | Sports marketing |
| title_sort | sports marketing a strategic perspective |
| title_sub | a strategic perspective |
| topic | Marketing gtt Sport gtt Sports - Aspect économique - États-Unis ram Sports - États-Unis - Marketing ram Strategische planning gtt Sports Economic aspects United States Sports United States Marketing Sport (DE-588)4056366-2 gnd Marketing (DE-588)4037589-4 gnd Sportsponsoring (DE-588)4207428-9 gnd |
| topic_facet | Marketing Sport Sports - Aspect économique - États-Unis Sports - États-Unis - Marketing Strategische planning Sports Economic aspects United States Sports United States Marketing Sportsponsoring USA Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009693152&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT shankmatthewd sportsmarketingastrategicperspective |