CHAPTER 4 RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS.
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Transcript of CHAPTER 4 RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS.
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CHAPTER 4
RESEARCH TOOLS FOR UNDERSTANDING SPORTS
CONSUMERS
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Marketing Research: Systematic process of collecting, analyzing, and interpreting data to reduce the risk in decision making
• What kinds of studies would need to be done in sports marketing?
• When should the studies be used in the context of the marketing plan?
• How would the marketing research studies be conducted?
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Marketing Research Process• Problem/Opportunity Definition• Choosing a Research Design Type• Choosing a Data Collection Method• Designing a Data Collection Form• Choosing a Sampling Technique and
Collecting Data• Data Analysis• Final Report Preparation
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Abbreviated Research Proposal
• PROBLEM STATEMENT• RESEARCH OBJECTIVES• METHODOLOGY
– Sample– Procedures
• DATA COLLECTION INSTRUMENT
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Designing A Questionnaire
• Specify Information Requirements• Determine Method of Administration• Determine Content of Questions• Determine Form of Response• Determine Exact Wording of
Questions• Determine Question Sequence• Pretest and Revise if Necessary
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CHAPTER 5
UNDERSTANDING PARTICIPANTS AS
CONSUMERS
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Adult Sport Participant Market:
General Observations• Majority of American adults do not
participate in many of the most common sports
• Numbers conflicting; Surgeon General’s Report (only 15% of adults say that they exercise regularly)
• Why?
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Most Popular Sports
2628
31363638
474951
80
0 20 40 60 80
Basketball
Aerobic Ex
Billiards
Biking
Fishing
Bowling
Swimming
Ex w Equip
Camping
Walking
Millions ofPeopleParticipating atleast once a year
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Participant Consumption Behavior
Actions performed when searching for, participating in,
and evaluating the sports activities that consumers feel
will satisfy their needs and desires.
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Model of Participant Consumption Behavior
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Decision-Making Process
• Problem Recognition• Information Search• Alternative Evaluation• Participate• Post-Participation Evaluation
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Psychological Factors
• Personality• Perception• Attitudes• Motivation• Learning
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Maslow’s Hierarchy of Needs
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Model of Attitude Formation
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Why Do We Participate?
• Personal Improvement - Better health, sense of accomplishment, develop positive values, etc.
• Sport Appreciation - Enjoy the game and competition
• Social Facilitation - Spend time with others, feel like part of a group
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Sociological Factors
• Culture• Reference Groups• Family• Social Class
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Model of Consumer Socialization
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CHAPTER 6
UNDERSTANDING SPECTATORS AS CONSUMERS
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Understanding Spectators as Consumers
• Examining the differences– Sometimes there is overlap, but usually
treated as separate and distinct markets– Heavy Participants - More likely to be
male, better educated, more minorities, and younger than spectators
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Factors Influencing Attendance
• Fan Motivation Factors• Game Attractiveness Factors• Economic Factors• Competitive Factors• Demographic Factors• Stadium Factors• Value to the Community• Sports Involvement • Fan Identification
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Fan Motivation Factors
• Self-Esteem Enhancement (BIRGing and CORFing behaviors)
• Diversion from everyday life• Entertainment Value• Eustress or Positive Stress• Economic Value• Aesthetic Value• Need for Affiliation• Family Ties
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Model of SportscapeStadium Access
Facility AestheticsScoreboard Quality
Seating Comfort
Pleasure
Desire to StayRepatronage
Layout AccessibilitySpace Allocation Signage
Perceived Crowding
FactorsAffective Response
Behaviors
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Understanding Spectators as Consumers: What do fans value?
• Reasonably priced parking ($8) and tickets ($25) • Adequate parking/access• Reasonably priced foods• Home team with a winning record• Close score• Home team star regarded as top 10 player• Reasonably priced souvenirs• Game that ends in less than three hours• Wide variety of snack foods
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Sport Involvement• Perceived interest and personal
importance of sports to spectators• Two dimensions of sport involvement:
Importance of Sport and Affect (feelings)• High involvement consumers attend
more games, consume more sports through media such as newspapers, Internet, magazines, and are more likely to identify sponsors
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Fan Identification• Related to sport involvement• Defined as the personal commitment and
emotional involvement customers have with a sports organization
• Level of fan identification: Low (social); Medium (focused); High (vested)
• Why do we want high identification? Higher attendance,decreased price sensitivity, decreased performance-outcome sensitivity
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CHAPTER 7
SEGMENTATION, TARGETING, AND POSITIONING
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Segmentation - Grouping consumers together with common
needs
Segmentation Bases:• Demographic• Geographic• Psychographic• Benefits• Geodemographic• Behavioral
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Segmentation – Modern Family Life Cycle
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Targeting - Evaluating the various segments and selecting the one(s) that promises the best ROMISuccessful Targets Must (Be):• Sizable• Measurable• Reachable• Demonstrate Behavioral Variation
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Positioning - Finding a way to fix your product in the minds of
consumersPerceptual Mapping
extremeconservative
high price
low price
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Six Attributes of Sports• Strength, speed vs. methodical, precise movements• Athletes only as participants vs. athletes +
recreational participants• Skill emphasis on impact with object vs. skill
emphasis on body movement• Practice primarily alone vs. primarily with others• A younger participant in the sport vs. wide age
range of participants• Less masculine vs. more masculine
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Perceptual Map for Sports
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CHAPTER 8
SPORTS PRODUCT CONCEPTS
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CHAPTER 7
SEGMENTATION, TARGETING, AND POSITIONING
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Segmentation - Grouping consumers together with common
needs
Segmentation Bases:• Demographic• Geographic• Psychographic• Benefits• Geodemographic• Behavioral
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Segmentation – Modern Family Life Cycle
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Targeting - Evaluating the various segments and selecting the one(s) that promises the best ROMISuccessful Targets Must (Be):• Sizable• Measurable• Reachable• Demonstrate Behavioral Variation
![Page 38: CHAPTER 4 RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e8f5503460f94b932da/html5/thumbnails/38.jpg)
Positioning - Finding a way to fix your product in the minds of
consumersPerceptual Mapping
extremeconservative
high price
low price
![Page 39: CHAPTER 4 RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e8f5503460f94b932da/html5/thumbnails/39.jpg)
Six Attributes of Sports• Strength, speed vs. methodical, precise movements• Athletes only as participants vs. athletes +
recreational participants• Skill emphasis on impact with object vs. skill
emphasis on body movement• Practice primarily alone vs. primarily with others• A younger participant in the sport vs. wide age
range of participants• Less masculine vs. more masculine
![Page 40: CHAPTER 4 RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e8f5503460f94b932da/html5/thumbnails/40.jpg)
Perceptual Map for Sports
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Sports Product Concepts
• Sports Product - Good, Service or Combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor.
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Goods and Services as Sports Products
(The Good/Service Continuum)• Intangibility – cannot be seen, felt,
tasted• Inseparability – simultaneous
production and consumption• Heterogeneity – potential for high
variability• Perishability – cannot be inventoried or
saved
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Classification Of Sports Products
• Product Mix - All the different products and services a firm offers
• Product Line - Groups of individual products that are closely related in some way
• Product Item - Any specific version of a product that can be designated as a distinct offering
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Product Characteristics
Branding
Product Design
Product Quality
Total Produc
t
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Branding
• Name,design, symbol, or any combination
• Broad purpose of branding is for a product to distinguish and differentiate itself from all other products
• Some great sports names include the Macon Whoopie, Louisiana Ice Gators
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Brand Names
• What’s in a name?– Easy to say, generates positive feelings
and associations– Translatable into a successful logo– Consistent with rest of product lines, city,
or organization– Legally and ethically permissible
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Branding Process
Brand Awareness
Brand Image
Brand Equity
Brand Loyalty
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Model of Brand Equity
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Licensing• Contractual agreement whereby a
company may use another company’s branding in exchange for a royalty or fee
• Booming business (e.g., NBA has 150 licenses) with $13.65 billion
• NFL (3.6) NBA (2.6) Colleges (2.0) MLB (1.9) NHL (1.2)
• CAPS (Coalition to Advance the Protection of Sports Logos)
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Sports Product Quality
• Quality of Services• Quality of Goods
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Nature of Service Quality
EXPECTED SERVICE LEVELS
PERCEIVED SERVICE LEVELS
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Expected Service Levels
• Service Promises (ads, price)• Word-of-Mouth• Past Experience
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Perceived Service Levels -Service Quality Dimensions
• Tangibles – Physical facilities, appearance of personnel, equipment
• Reliability – Ability to perform the service dependably, accurately, consistently
• Responsiveness – Willingness to provide prompt service to customers
• Assurance – Trust, knowledge, and courtesy of employees
• Empathy – Caring, individualized attention to customers
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Quality of Goods Dimensions
• Performance• Features• Conformity to Specifications• Reliability• Durability• Serviceability• Aesthetic Design
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Product Design - Aesthetics, Style and Function of the Product
RELATIONSHIP AMONG PRODUCT DESIGN, TECHNOLOGY, AND PRODUCT QUALITY
Technological Environment
Product Quality
Product Design
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CHAPTER 9
MANAGING SPORTS PRODUCTS
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New Sports Products From the Perspective of the
Organization• New-to-the-World Products• New Product Category Entries• Product Line Extensions• Product Improvements• Repositionings
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New Sports Products From the Perspective of the
Consumer• Discontinuous Innovations• Dynamically Continuous Innovations• Continuous Innovations
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New Product Development Process
• Idea generation• Screening• Business analysis/Concept testing• Development• Test marketing • Commercialization
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New Product Screening Checklist
General Characteristics of New Product/Service
• Profit potential • Existing and potential competition• Size of overall market• Level of investment• Level of risk
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New Product Screening ChecklistMarketing Characteristics of New Product/Service• Fit with marketing capabilities• Effect on existing products and services• Appeal to current consumer markets• Existence of differential advantage• Impact on image
Production Characteristics of New Product/Service• Fit with production capabilities• Ability to produce at competitive prices• Availability of labor and material resources
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Total Industry Sales
Product Life CycleINTRO GROWTH MATURITY DECLINE
TIME
$$
Awareness
Differentiate
Maintain
Eliminate or Extend
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Selected Product Life Cycle Patterns
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Diffusion of Innovations – Rate at which new sports products spread throughout the marketplace
Factors influencing the rate of diffusion:
• New product characteristics• Perceived newness of the
innovation• Nature of the communication
network
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Diffusion of Innovations
Types of Adopters• Innovators• Early Adopters• Early Majority• Late Majority• Laggards
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Model of the Rate of Diffusion
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CHAPTER 10
PROMOTION CONCEPTS
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Promotional Concepts
• COMMUNICATION - Process of establishing a “oneness” between the sender and receiver
• PROMOTION MANAGEMENT - Focus on the promotional element of the marketing mix
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Promotion Mix Elements
• Sales Promotions • Public or Community Relations• Sponsorship• Personal Selling• Advertising
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Communications ProcessSource
Receiver
Decoding
Medium
Encoding
Message
Feedback Noise
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Promotion Planning
• Target market considerations• Promotional objectives• Establishing promotional budgets• Choosing an integrated
promotional mix
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Target Market Considerations
• Push strategy• Pull strategy
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Promotional Objectives - The Hierarchy of Effects• Unawareness• Awareness• Knowledge• Liking• Preference• Conviction• Action
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Promotional Budgets
• Arbitrary allocation• Competitive parity• Percentage of sales• Objective and task method
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Integrating the Promotional Mix
• Integrated Marketing Communications - Concept by which a sports organization carefully integrates and coordinates its many promotional mix elements to deliver a unified message about the organization and its products.
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CHAPTER 11
PROMOTION MIX ELEMENTS
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Building An Advertising Strategy
MARKETING STRATEGY
AD OBJECTIVES
BUDGETING
CREATIVE DECISIONS
MEDIA STRATEGIES
AD EVALUATION
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Ad Objectives(awareness, inform, change attitudes,
purchase)
• INDIRECT OBJECTIVES - ENHANCE CORPORATE IMAGE
• DIRECT OBJECTIVES - STIMULATE DEMAND FOR THE SPORTS PRODUCT
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Ad Budgeting
• ALL YOU CAN AFFORD• COMPETITIVE PARITY• PERCENTAGE OF SALES• OBJECTIVE AND TASK
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Creative Strategies
• IDENTIFYING THE BENEFITS OF THE SPORTS PRODUCT
• DESIGNING THE AD APPEAL• DEVELOPING THE AD EXECUTION
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Designing The Ad Appeal
• Health Appeals• Emotional Appeals• Fear Appeals• Sex Appeals• Pleasure or Fun Appeals
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Designing The Ad Execution
• One- or Two-Sided Messages• Comparative Message• Slice-of-Life or Lifestyle Message• Scientific Message• Testimonials
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Media Strategy
• SPECIFY THE MEDIA OBJECTIVES (REACH, FREQUENCY, CONTINUITY)
• SELECTING THE MEDIA VEHICLES
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Personal Selling: The Strategic Selling
Process• Buying Influences• Red Flags• Response Modes• Win-Results• The Sales Funnel• Ideal Customers
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Sales Promotions
• Premiums• Contests and Sweepstakes• Sampling• Point-of-Purchase Displays• Coupons
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Public Relations
• Publicity (news releases, press conferences)
• Participation in Community Events• Producing Written Materials (press
guides)• Lobbying
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CHAPTER 12
SPONSORSHIP PROGRAMS
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Sponsorship• Investing in a sports entity to support
overall organizational objectives and marketing goals
• IEG estimates in North America $11.19 billion spent on sponsorship and of this $7.69 billion will be spent on sports
• Not unlike other forms of communication, sponsors must fight the clutter and find the perfect match
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The Sponsorship ProcessSponsorshipObjective
s
Sponsorship Budget
Sponsorship
Acquisition
Implementing and Evaluating the Sponsorship
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Sponsorship Objectives
• Direct – Sales Increases
• Indirect– Awareness– Competition (ambush marketing—planned effort
to associate themselves with an event – I Love LA)– Reaching Target Markets (allows us to reach
consumers where they live and play)– Relationship Building– Image Building
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Sponsorship Budgeting
• Sample costs of sponsorship– Corporate Box at the United Center $220,000– Title sponsor of Tot Trot $7500– Official Supplier for MLB $10 million– Premier League sponsor $15 million
• Initial costs, but there is maintenance and leveraging
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Sponsorship Acquisition Model
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Sponsorship Acquisition
• 1) Determine Scope of the Sponsorship (sports event pyramid with global, international, national, regional, and local events)
• 2) Determine the athletic platform (entity and level of competition)
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Sponsorship Implementation and
Evaluation• Number of mentions in popular
media• Media equivalencies • Sales figures (pre and post)• Attitude change (pre and post)• Number of distributors (pre and post)
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CHAPTER 13
DISTRIBUTION CONCEPTS
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Distribution Concepts
• Ability of consumers to gain access to products in a timely and convenient fashion
• Moving product from producer to consumer via the various channels of distribution
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Sports Distribution Issues
• Sports Retailing• Stadium as “Place”• Sports Media
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Sports Retailing Mix
• Products• Pricing• Distribution• Promotion
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Retail Image/Store Personality
• Factors include (in general):– atmospherics– location– employees/sales personnel– clientele– merchandise assortment– promotional activities
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Stadium as “Place”
• New Sports Venues• Ticket Distribution Issues
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Sports Media as Distribution
• Delivering the Sports Product to Consumers Via Media
• Rising Cost of Media Rights• Media as a Portion of the Revenue
Mix• New Trends in Sports Media
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CHAPTER 14
PRICING CONCEPTS
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Pricing Concepts
• Price is a Statement of Value• Value = Perceived Benefits
Price of Sports Product• Essence of pricing is the exchange
process - An attempt to quantify the value of what is being exchanged
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Internal and External Determinants of Pricing
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RELATIONSHIP OF PRICE TO SOME OTHER MARKETING MIX ELEMENTS
• Related to product life cycle• Communicates something about the
product• Promotion geared towards information
about price• Product lines with different prices attract
different segments of consumers
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Estimating Consumer Demand
• Consumer Tastes• Availability of Substitute Sports
Products• Consumer Income
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Price Elasticity of Demand
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Consumer Pricing Evaluation Process
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CHAPTER 15
PRICING STRATEGIES
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Pricing Strategies
• Differential Pricing Strategies• New Sports Product Pricing
Strategies• Psychological Pricing Strategies• Product Mix Pricing Strategies• Cost-Based Pricing Strategies
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Differential Pricing
• Second Market Discounting
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New Sports Product Pricing
• Penetration Pricing• Price Skimming
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Psychological Pricing
• Prestige Pricing• Referent Pricing• Odd-Even Pricing• Traditional Pricing
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Product-Mix Pricing
• Bundle Pricing• Captive Pricing• Two-Part Pricing
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Cost-Based Pricing
• Cost-Plus Pricing• Target Profit Pricing• Break-Even Pricing
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Price Adjustments
• Price Reductions and Price Increases• Price Discounts
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CHAPTER 16
IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS
MARKETING PROCESS
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Implementation Issues • Communications• Staffing and Skills• Coordination• Rewards• Information• Creativity• Budgeting
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Implementation Phase
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Strategic Control Issues
• Planning Assumptions Control• Process Control• Contingency Control
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Planning Assumptions Control
• “Are the premises or assumptions used to develop this marketing plan still valid?”
• Examine the external environmental factors and the sports industry factors
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Process Control
• Monitoring Strategic Thrusts• Milestone Review• Financial Analysis
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Contingency Control
• “How can we protect our marketing strategy from unexpected events or crises that could affect our ability to pursue the chosen strategic direction?”
• Developing a Crisis Plan