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



Marketing Management Strategies Implementation –

Management – Evaluation – Adjustment

The Sport Marketing Management Model


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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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 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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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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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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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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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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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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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




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




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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