Sport Marketing Chapter 4 before
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Transcript of Sport Marketing Chapter 4 before
Chapter 4Chapter 4
Sport Marketing ResearchSport Marketing Research
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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
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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…
Chapter 4 -- Chapter 4 -- Sport Marketing ResearchSport Marketing Research
““Knowledge is the Knowledge is the foundation of all sport foundation of all sport marketing and sport marketing and sport business activity.” business activity.”
(Pitts & Stotlar, 2007)(Pitts & Stotlar, 2007)
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Sport Marketing ResearchSport Marketing Research
A simple definition: Sport marketing research “is the process of planning and organizing activity to gain information”
Information Information is necessary for formulating decisions is 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, and distribution strategies, promotional strategies, and all other functions and operations within the all other functions and operations within the company. company. The information comes from The information comes from researchresearch..
First – What is research?First – What is research?
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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
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 Sport Management and Other Related Topics
JournalJournal 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 Journal Sociology 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
Table 4.1Table 4.1Examples of Sport Market Research Examples of Sport Market Research by Dr. Pittsby Dr. Pitts
Visitor Spending and Economic Impact of the NCAA Men’s Division I Visitor Spending and Economic Impact of the NCAA Men’s Division I Basketball RegionsBasketball Regions
Factors that Affect Attendance: A Consumer Behavior Study of a Factors that Affect Attendance: A Consumer Behavior Study of a SuperCross EventSuperCross Event
Visitor Spending and Economic Impact of the Professional Bull Visitor 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
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Sport Marketing Research Continuum Sport 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 being used learn about a new sport business opening; a new technology being used in sporting equipment; a study on the demographics of fans of the LPGA.in sporting equipment; a study on the demographics of fans of the LPGA.
SIMPLE COMPLEX
Examples:
ComplexComplex – – The design and conduct of a study that involves, for example, (a) 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 children with a new metal for a new softball bat, (b) a longitudinal study of children with disabilities in sports activities to determine their sports activity choices in disabilities in sports activities to determine their sports activity choices in adulthood, or (c) a study of arena advertising to determine its effects on adulthood, 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.
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Purposes of Sport Marketing ResearchPurposes of Sport Marketing Research
1.1. To Form a Link Between the Consumer in To 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 for The “Link” is the consumer’s need or desire for something.something.
Info is collected through research so the company can Info 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
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Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
2.2. To Identify and Define Marketing To 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…
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A Marketing OpportunityA Marketing Opportunity::
is a chance for a sport company to capitalize on something is 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.
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A Marketing OpportunityA Marketing Opportunity::
is a chance for a sport company to capitalize on something that is 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.
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A Marketing OpportunityA Marketing Opportunity::
is a chance for a sport company to capitalize on something that is 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 negative occurs when something will most likely have a negative effect on the sport company.effect on the sport company.
See textbook page 99 for examples
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Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
3.3. To Generate, Refine, Evaluate, and To 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…
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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?
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Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
5.5. To Improve Understanding of Marketing To 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.
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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 Journal Sociology 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
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Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
6.6. To Analyze and Understand the Sport To Analyze and Understand the Sport Company, Its Industry, and Its Company, 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)
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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
For example, here is some research about sports For example, here is some research about sports globally. If you are a global company like Nike or globally. If you are a global company like Nike or Adidas, how can you use this information?Adidas, how can you use this information?
JapanJapan USAUSA Tasmania/AustraliaTasmania/Australia TaiwanTaiwan
1st1st BowlingBowling Exercise WalkingExercise Walking WalkingWalking WalkingWalking
2nd2nd GymnasticsGymnastics(no equipment)(no equipment)
Exercising with Exercising 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 Mountain ClimbingClimbing
7th7th Cycling, Cycle Cycling, Cycle sportssports
Aerobic ExercisingAerobic Exercising RunningRunning CyclingCycling
8th8th FishingFishing HikingHiking BushwalkingBushwalking SwimmingSwimming
9th9th Table TennisTable Tennis Workout at ClubWorkout at Club NetballNetball
10t10thh
BadmintonBadminton Running/JoggingRunning/Jogging SoccerSoccer
Top 10 Participation Sports by Country Top 10 Participation Sports by Country (Table 4.5)(Table 4.5)
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Sport Marketing ResearchSport Marketing ResearchSo… my precious… How do you DO research???
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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…
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Table 4.10 Trade Associations, Organizations, Exhibitions, Conferences, &
Publications Examples for the Golf Business Industry
Golf 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
Sources of InformationSources of Information
Primary SourcesPrimary Sources::
are those sources from which information is gathered are those sources from which information is gathered directly. Example - Studiesdirectly. Example - Studies
Secondary SourcesSecondary Sources::
are sources that contain information that someone are sources that contain information that someone else compile and reported, published, or collected. else compile and reported, published, or collected.
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Examples of Research from the National Examples 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
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Here is a recent example from ESPN Magazine… Here is a recent example from ESPN Magazine… How can you use this information?!?!?How 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 Cheapest & Most Expensive Beers in SportsBeers in Sports OuncesCost Cost per Ounce
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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
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Survey is the MOST common research method in sport business.33
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
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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…
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