SPMT 615 Exam 1

What does antecedent mean?

"prior to" or "before" therefore, the mood or physiological condition influences our decision making ex: people in bad moods may use sports to lift their spirits

what was the common phrase in the 1970s and 1980s?

"pumping iron"

primary data collection methods

-depth interviews -focus groups -projective techniques -surveys -experiments

managerial/managerical benefits

-describes the outcomes of creating and fostering vested fans Outcomes/ benefits -high-identification fans have decreased price sensitivity (they'll come no matter the price) -high-identification fans have decreased performance outcome sensitivity (they'll come even when the team sucks)

two behavioral responses to stadium sportscapes

-desire to stay in the stadium and repatronage -returning to the stadium for future events

reasons for CORSing

-rebelliousness -jealousy -loyalty (to an earlier era, previous style of play, prior coaching/management, etc.) -need for individuality (informally seen as a need to stand apart from the crowd) -possibly a fear of success (to ascend to new heights implies a chance for a greater fail) these fans prefer to stay in the past

what activities do respondents in a simulated test market usually participate in?

-receiving exposure to a new product or service concept -having the opportunity to purchase the product or service in a laboratory environment -assessing attitudes toward the new product or service after trial -assessing repeat purchase behavior

how has the NHL changed their game to improve the entertainment of the game?

-reduced dimensions of goaltender equipemtn by more than 10% -one-inch reduction in width of leg pads, blocking gloves, upper-body protectors, pants, and jersey to increase scoring and fan entertainment -altered rink dimensions to increase offensive firepower

affiliation characteristics

-refer to the sense of community that a fan builds as a result of a team -defined as "kinship, bond, or connection the fan has to a team. community affiliation is derived from common symbols, shared goals, history, and a fan's need to belong"

strategic objectives

-related to the performance and direction of the organization -achieving these are critical to the long-term market position and competitiveness of an organization -don't have direct link to bottom line of an organization, they have an impact on its financial performance examples -increased market share -enhanced community relations efforts -superior customer service

Wann's eight motives for watching sports (categories)

-self-esteem enhancement -diversion from everyday life- -entertainment value -eustress -economic value -aesthetic value -need for affiliation -family ties

parts/ aspects of the demographic environment

-size of the population -age of population -shifts in ethnic groups -population shifts among geographic regions

steps to design the data collection instruments (for survey)

-specify information requirements -decide methods of administration -determine content of questions -determine form of response -determine exact wording of questions -determine question sequence -design physical characteristics of questionnaire -pretest

two groups of spectators on the basis of consumer behavior

-spectators who attend the sporting event -spectators who consume the sporting event through some medium

Four categories of sports products

-sporting events -sporting goods -sport training -sports information

elements of hte contingency gramework that make it useful for sports marketers

-sports marketers operate in unpredictable and rapidly changing environments -contingency approach suggests that no one marketing strategy is more effective than another -depends on the situation -contingency model uses a systems perspective; one that assumes an organization does not operate in isolation but interacts with other systems -although the org is dependent on the environment to exist and be successful, it can also play a role in shaping events outside the firm

examples of sportscape factors

-stadium access -facility aesthetics -scoreboard quality -perceived crowding -seating comfort -layout accessibility

implications for sports marketers and stadium/facilities managers founded from the sportscape

-stadium management should consider reallocating or redesigning space to improve perceived crowding -focus on more inexpensive alternatives before spending money on major renovations or a new stadium

how to group questions/sequence of questions

-start with a broad, interesting question to hook the attention of the respondent -narrow in focus, such as demographic question should be at the end -similar topic areas should be grouped together proper sequencing must consider branching questions and skip sequences

Team Characteristics

-success of the team -athletic performance -fans want to associate with a winning team BIRGing -some fans see loyalty to team more important than success

marketing goals criteria (what they should be examined on)

-suitability -measurability -feasibility -acceptability -flexibility -motivating -understandability -commitment -people participation -linkage

forms of direct competition of interest to the sports marketers

-televised games page 190

what two factors are the desire to resolve a problem and to reach goals, once recognized by consumers, dependent on?

-the magnitude of size of the discrepancy -the relative importance of the problem

what three criteria must be satisfied to show cause-and-effect relationships?

-the occurrence of the causal event must precede of be simultaneous to the effect it is producing -involves the extent to which the cause and the effect vary together - concomitant variation -ex: advertising expenditures increase then season ticket sales should also increase at the same rate -requires the elimination of other causal factors -this means that another variable or variables may produce changes in the dependent variable -called a spurious correlation ex: increase in attendance may be due to success of the team, ticket prices, and addition of other promotions rather than increased advertising

how can a sports organization enhance its environmental scanning efforts?

-the organization can identify who will be responsible for environmental scanning -can provide individuals conducting the environmental scan with plenty of information on the three Cs: customers, competition, company -can ensure integration of scanned information through structured interactions and communication -can conduct a thorough analysis of ongoing efforts to improve the effectiveness of environmental scanning activities -evaluate the types of scanning data that are relevant and available to managers -can create a culture that values a "spirit of inquiry"

what conditions must be satisfied for an exchange to occur?

-there must be at least two parties -each party must have something of value to offer the other -there must be a means for communication between the two or more parties -each party must be free to accept or decline the offer -each party must believe it is desirable to deal with the other(s)

what are the two types of diversified companies?

-those that pursue related diversification -those that pursue unrelated diversification

what are the two broad classifications of sport participants?

-those who participate in unorganized sports -those who participate in organized sports

what are the three types of decisions corporate-level strategies must make?

-top managers must determine in which markets they want to compete -sports organizations have a core product and service, plus they also compete in ancillary markets -game is core product and the entertainment by secondary markets like fantasy sports camps, sports magazine etc. are ancillary -leaders of a sports organization must also attempt to identify ways of capitalizing on the similarities in markets -deals with enhancing the performance within each of the chose markets -involves establishing investment priorities and placing organizational resources into the most attractive markets

what should a well-written vision address?

-where odes the organizational plan go from here? -what business do we want to be in? -what customer needs do we want to satisfy? -what capabilities are required for the future?

three key issues of sports marketing research

-marketing research must be systematic in its approach -marketing research process involves much more than collecting data and then reporting them back to decision makers -importance of market research is found in its ability to allow managers to make informed decisions

Brown University vs Cohen

-most famous Title IX decision, 1997 -courts ruled that Brown University did not meet any part of the three-step Title IX compliance three part compliance test -are opportunities for female and male athletes proportionate to their enrollment? -does the school have a history of expanding athletic opportunities for the underrepresented sex? -has the school demonstrated success in meeting the needs of those student?

behavioral characteristics shown by fans with high identification

-most likely to return to sporting events -more likely to attend home AND away games -have been fans for a greater number of years -invest more financially in being a fan

what four sources of spending are the local economic benefits from a major professional sports team typically derived from?

-attendance at the games -concession items sol at the games like food and merchandise -spending before and after the events for other consumption items such as meals -taxes paid to local government on spending for the previous three sources

elements of the research proposal

-background of the study -research objectives based on the need for the research -research methodology -timeframe -cost estimates

two points to keep in mind with the research process

-basic framework or process for conducting marketing research does not change, although every marketing research problem will be different -steps of the research process are interdependent

perceived crowding

-believed to have a negative influence on the spectator's pleasure aka spectator pleasure decreases as perceived crowding increases -this also affects spectator safety -two factors are seating comfort and layout accessibility

2 dimensions for the body mind continuum

-body mind (top and bottom) -goods services (left and right) these form a cross

how have college football conferences done to speed up the pace of play?

-clock starts on kickoffs when the ball is kicked rather than when the receiving team touches the ball -clock will start when the referee starts the 25 second play clock on changes of possession

how do sport marketers anticipate the demand of consumers?

-conducting market research -monitoring the external environment

what are the 3 elements of the sports industry

-consumers of sports -sports products they consume -suppliers of the sports product

three nonprobabilty sampling techniques commonly used

-convenience -judgment -quota

what are the four levels of strategy development within organizations?

-corporate strategy -business strategy -functional strategy -operational strategy -must be a good fit among the levels, vertically and horizontally for the firm to succeed

stadium accessibility

anything that can make it easier to get in and out of the game quicker will positively affect a return for future games

how do sports marketers most often categorize their competition?

as product-related

Rorschach test

asks respondents to assign meaning to a neutral inkblot

controllable economic factors

aspects of the sports marketing environment that can be altered by sports marketers such as: -price of tickets -perceived value of the sports product

what is an experiment designed to do?

assess causality and can be conducted in either a laboratory or field setting lab offers researcher greater degrees of control in the study

focus of differentiation strategy

attempt to compete on the basis of their ability to offer a unique position to a variety of consumers differentiate through products, services, or promotions companies can charge a premium for the perceived value of the sports product

how are consumers grouped into the various social classes?

based on factors such as: occupation income education these are the three primary determinants of social class possessions and affiliations are also important factors

affective component of attitude

based on feelings or emotional reactions to the initial stimulus most beliefs (cognitive) have a related affective evaluation feelings about sport ex: I hate bowling bowling is a boring sport

behavioral component of attitude

based on participants' actions actions toward the sport does the individual participate in bowling? how often do they bowl? what are their behavioral intentions? how likely will they be to bowl in the future?

common method for marketers to describe personality

based on specific, identifiable personality traits ex: aggressive, orderly, dominant, or nurturing

primary criteria for choosing markets

based on spreading financial risk over different markets

what's the body mind continuum?

based on the notion that some sports products benefit consumers' minds, while other products act on consumers' bodies

what are they types of learning?

behavioral, cognitive, social

what do sport marketers sell their products based off? what can these products be called?

benefits "bundle of benefits"

how much does the sport industry generate?

between $420-620 billion -twice the size of the auto industry

one of the broadest macroeconomic elements

business cycle that closely follows the GNP

causal designs

can explore the relationship between two variables such as age and likelihood of attending games in the future examine whether changing the level of one variable causes the level of another variable to change aka called a cause-and-effect relationship -useful when problems are very clearly defined

government reports and documents

can provide demographic, economic, social, and political information at the national, state, and local levels this information is usually abundant and free

model of participant consumption behavior

center is the participant decision-making process influenced by: -internal or psychological processes such as motivation, perception, learning and memory, and attitudes -external or sociocultural factors such as culture, reference groups, and family -situational factors that act on the participant decision-making process

entertainment value

closely related to the diversion from everyday life motive for attendance believed to be the most highly motivating of all factors

Three components of attitude

cognitive, affective, behavioral

examples of external contingencies

competition, technology, cultural and social trends, physical environment; the political, legal, and regulatory environment; demographics, and the economy

focus of market niche strategy

concerned with capturing a smaller market segment can be based on consumer demographics, geographic location, lifestyle, etc ex: Pro Rodeo Cowboys Association whose events are priced inexpensively between$10-$15

green marketing

concerned with marketing ecologically responsible products and being conscious about the effects of sports on the physical environment

one of the microelements of concern to sports marketers

consumer income -this is a primary determinant of a consumer's ability to purchase something

is the traditional organizational perspective or the consumer perspective more helpful/useful to potential sports marketers?

consumer perspective

managerical benefits

decreased price sensitivity, decreased performance-outcome sensitivity

business-level strategies

define how a business unit gains advantage over competitors within the relevant industry

social strata

described in terms of a hierarchy ranging from lower to upper class

descriptive designs

describes the characteristics of a targeted group by answering questions such as who, what, where, when and how often shows the extent to which two variables differ or correlate such as relationship between game attendance and merchandise sales -used when the research question/problem is more clearly defined ex: targeted group or population interest to the decision maker might be current season ticket holders, people in the geographic region who have not attended any games, or a random group of people in the United States

what is alignment or fit based on?

determining the internal strengths and weaknesses of the sports organizations as well as examining the external opportunities and threats that exist

what must the functional area of an organization do?

develop a game plan that supports the business-level and corporate-level initiatives need to coordinate between each functional area

what must sport marketers do to successfully compete in the expanding sports participant market?

develop a thorough understanding of participant consumption behavior and what affects it

projective techniques

developed by psychologists to uncover motivations or to understand personality most famous projective technique is the Rorschach test ex: sentence completion, word association, picture association, and cartoon tests could be used as data collection techniques

product strategies

developing product and service strategies page 36

which level of income is of greatest interest to sports marketers?

discretionary income -this is the one that is leftover after paying bills and taxes aka spending money -number of houses with this income is expected to rise slightly over the next decade

when does brand identification usually occur?

early age and is very much linked to family influences sport consumers become exclusive consumers often consumers for life

economic value

enjoyment stems from having a vested interest in the games they watch ex: gambling least motivating of all factors

what do today's athletes think of themselves as?

entertainers

facility aesthetics

external and internal appearances can play a major role in fan satisfaction and attendance ex: Metrodome, home of University of Minnesota football was rated the poorest stadium in the Big Ten Conference because of its sterile game day atmosphere which is why it was destroyed

external contingency examples

factors such competition, regulatory and political issues, demographic trends, technology, culture and values, and the physical environment

the primary reference group that has one of the greatest influences on sports participation is?

family

High identification

fans who are committed long term to the sport, team, and player. these vested fans often recruit other fans, follow teams loyally, and see the team as a vital part of the community show a number of concrete behavioral characteristics

do mothers or fathers have the greatest influence in becoming a fan of a specific team?

fathers especially true for people who became fans early in life (preteen years)

distribution strategies

finding the most efficient and effective way to get the products into the hands of the consumers -inventory management, transportation, warehousing, wholesaling, and retailing -where to build the new stadium, where to locate a recreational complex, or how to distribute tickets most effectively

what must the strategies at the operational level do?

fit the broader strategic marketing process required integration across marketing functions and withing the strategic sports marketing process with several narrower strategies must be considered

how many steps are in the decision-making process?

five

why were the contingency models/approaches created?

for managers who wante dto be responsive to the complexities of their organization and the changing environment in which they operate

eustress

A positive stress that energizes a person and helps a person reach a goal sports are enjoyable because they stimulate fans and are exciting to the sense ex: "Gentlemen, start your engines" = anticipation surrounding opening kickoff of SuperBowl

what is the consumer-supplier relationship in the sports industry?

Consumers -spectators, participants, corporate or business to Products -events, sporting goods, personal training for sports, sports information to producers and intermediaries -ownership, sanctioning bodies, sponsors, media, agents, equipment manufacturers

what's one of the most common variables used in segmenting and targeting groups of consumers?

age

what does a contingency framework call for?

alignment or fit between the strategic marketing process and external and internal contingencies

surveys

allow researchers to collect primary data such as awareness, attitudes, behaviors, demographics, lifestyle, and other variables of interest descriptive research designs

what are the two types of organized sporting events?

amateur and professional

examples of unorganized sports

kids playing a pick up game, teenagers skateboarding, or people playing street hockey fitness runners, joggers, and walkers

cognitive learning

learning through thinking, reasoning, and mental problem solving without direct experience learning through problem solving or insight steps: perception of a goal - activities to reach goal - insight - goal achieved

social learning

learning through watching how others are rewarded or punished for their actions we see someone benefit from sport, but we also learn how to participate in the sport ourselves ex: watched family, friends, and heroes participate in sports when we were kids

what's included in sporting goods?

licensed merchandise, collectibles, and memorabilia

are cross-sectional or longitudinal studies considered more effective?

longitudinal but they are not widely used due to time constraints

fan identification

low, medium, high

two elements/ factors that affect sports organizations

macroeconomic elements microeconomic elements

model for sports fan identification

managerial correlates (flows to fan identification) -team characteristics -organizational characteristics -affiliation characteristics -activity characteristics fan identification (flows to managerical benefits and relates back to managerial correlates) -low (social) -medium (focused) -high (vested) managerical benefits (relates to managerial correlates) -decreased price sensitivity -decreased performance-outcome sensitivity

are nonprobability or probability sampling techniques considered stronger?

probability sampling techniques

first step in developing a strategic direction for an organization is what?

shaping a vision

what's the most widely used probability sampling technique?

simple random sample page 123

GNP

size of the flow (economic activity) and the principal measure of all economic activity

examples of reference group influence

slogans of "be like Mike" and "witness"

limited problem solving

small number of alternatives are evaluated using a few evaluative criteria in fact, the alternatives being evaluated are often other forms of entertainment

low identifcation

social fans, those who attend sporting events primarily for social interaction or for the entertainment benefit of the event these fans are attracted by: -atmosphere of the game -promotions or events occurring during the competition -feelings of camaraderie the game creates fans may get more involved if they are influenced by the entertainment benefits of the game

what factors represent the direct and indirect influences on children?

socializing agents

family ties

some spectators believe attending sporting events is a mean for fostering family togetherness family can spend time together and lines of communication may be opened because of this women are more motivated than men to attend sporting events to promote family togetherness

what has the focus of the sports industry and sports marketers changed from?

spectator attending the event to pleasing the media broadcasting the sporting event to spectators in remote location -this happened because of the growth of media influence and the power of corporate consumers

aesthetic value

sports are seen by many as a pure art form ex: basketball games have been compared with ballets and many fans get great pleasure from the beauty of athletic performance like gymnastics and ice skating

sportscape

stadium atmosphere appears to be a critical issues in game attendance

what's the focus of the contingency framework for sports marketing?

strategic sports marketing process

related diversification

the corporation will choose to pursue markets in which it can achieve synergy in marketing, operations, or managment aka it looks for markets similar to its existing products and markets

what is the form of responses determined on?

the degree of structure in the question -unstructured questionnaires use a high number of open-ended questions where we can fill our answers in ourselves

motive strength

the degree to which an individual chooses to actively pursue one goal over another strength of a motive is characterized in terms of sports inolvement

what's the relationship between the event, audience, and sponsor referred to as?

the event triangle

one of the most important aspects of the definition of culture

the learning component

operant conditioning

the learning of voluntary behavior through the effects of pleasant and unpleasant consequences to responses this theory lies at the heart of loyalty to a sport

what do marketing-oriented organizations practice?

the marketing concept that organizational goals and objectives will be reached if customer needs are satisfied -focus on understanding customer preferences and meeting these through the coordinated use of marketing

game attractiveness

the perceived attractiveness of each game perceived quality of a single game or event is based on the skill level of the individuals participating in the contest, team record, and league standings more attractive the game, the more likely attendance will increase

who's the most valuable marketing researcher?

the person who has the ability to examine the data and then make recommendations about how the information should be used (or not used) in the strategic marketing process

perception

the process by which consumers gather information and then interpret that information based on their own past experience -our perception of the world around us influcnes participant consumer behavior

primary advantage of depth interviews

they gather detailed information on the research question researchers may prefer these when its too difficult to coordinate any interface with the target population appropriate when studying complex decision making qualitative page 113

managerial correlates

things like team characteristics, organizational characteristics, affiliation characteristics, and activity characteristics

uncontrollable economic factors

things such as the average income of the population and the economic health of the country greater the perceived value of the game and the greater the income of the population, the greater the game attendance

functional-level strategies

those developed by each functional are within a business unit ex: the strategic sports marketing process is the functional-level strategy developed by sports marketing managers financial strategy is the purview of their finance manager counterparts

how do spectators dissociate themselves from losing teams because it negatively affects self-esteem

through CORFing or cutting off reflected failure

through CORSing, how are fans managing their self-image?

through an expression of individualism

what's one job of the sports marketer?

to capture the attention of the potential participant

what's the most important step of the marketing research process?

to define the problem or opportunity

what's the final step of the planning phase?

to develop the sports marketing mix that will most efficiently and effectively reach the target market

first step in data analysis

to examine two of the most basic informational components of data - central tendency and dispersion page 125

goal of business-level strategies

to gain advantage over competitors

what's the primary reason for understanding the participant decision-making process?

to guide the rest of the strategic sports marketing process without the better understanding of sports participants, marketers would have to guess about how to satisfy their needs

first step in problem recognition

to identify the actual and desired states of sports participants or potential participants once this is identified, sports marketers can offer activities and events that will fill these needs and eliminate "problems"

primary focus of strategic planning

to look continuously outward, to have foreseeability, and to keep the organization in step with the anticipated changes in the external environment

why does the sports industry exist?

to satisfy the needs of 3 distinct types of consumers -spectators -participants -sponsors

focus of low-cost leadership

to serve a broad customer base at the lowest cost to any provider in the industry can only be one low-cost leader minor leagues use this

objective of sports marketer when using operant conditioning

to try to heighten the rewards associated with participating in any given sport and diminih any negative consequences

focus of sports marketers when using concept of cognitive learning

to understand the goals of potential consumers or participants must make potential participants aware of how the sport or sports product will help them achieve their goals

CORSing

cutting off reflected success fans who dissociate themselves from a winning team

Maslow's hierarchy of needs

-5 levels -need to fulfill the most basic and primitive needs before the individual can progress to the next level -self-actualization (self-development and realization) - be all that you can be -esteem (self-esteem, recognition, status) -social (sense of belonging, love) -safety (security, protection) -physiological (hunger, thirst) page 148

sources of government reports and documents

-Bureau of the Census of the US Department of Commerce -one of the most comprehensive sources of secondary data readily available on internet -The Statistical Abstract of the US -Chambers of Commerce -usually have many sources of demographic information about a specific geographic area, including education, income, and businesses -Small Business Administration -valuable source for the environmental scan -Standardized sports marketing information studies -useful for looking at national or global trends -Trade and industry associations -helpful in the quest for information -Books and journals -academic journals

financial objectives

-Specify the performance that an organization wants to achieve in terms of revenues and profits ~Growth in revenues ~Increase in profit margins ~Improved return on investment (ROI)

what are the factors that will continue to support the growth of health club membership in the US?

-The growing number of health clubs that make it more convenient for consumers -the continued and increased promotion of the benefits of exercise by organizations like the US Surgeon General -more Americans are concerned about the adverse effects of poor exercise and eating habits

responsibilities of agents

-determine the value of the player's services -convinces a club to pay the player the aforementioned value -develops the package of compensation to suit the player's needs -protects the player's rights under contract (and within the guidelines set by the collective bargaining agreement) -counsels the player about post-career security, both financial and occupational -finds a new club upon player free agency -assists the player in earning extra income from endorsements, speeches, appearances, and commercials -advises an athlete on the effect their personal conduct has on their career

competitive factors

-direct (other sports) -indirect (other forms of entertainment) usually, the lesser the competition for spectators' time and money, the more likely they will attend your sporting event

what are the three types of product-related competition?

-direct competition -Indiana Pacers vs high school basketball -competition between a product and a similar substitute product -football vs baseball, sports on tv vs broadcast -indirect competition -most critical for sports marketers -sports vs other forms of entertainment

what are some factors to keep in mind when creating survey/questionnaire content?

-does the question address at least one research objective? -are several questions necessary to answer an objective? -does the respondent have the information necessary to answer the question

purpose of the Cardinals' rolling floor stadium

-eliminates indoor watering and related humidity issues -allows the field to soak up direct sunlight -leaves behind 152,000 square feet for other things like concerts

why do people turn to sports betting?

-escape their problems and relax -bet on sports for a significant part of their income so a slow down in the economy will not affect the amount they wager

three antecedent conditions related to BIRGing

-expectancy disconfirmation -team identification -quality of the opponent aka BIRGing increases when the team does much better than expected, when the fan has high levels of association with the team, and when the team upsets stronger opponents

three types of research designs

-exploratory -descriptive -causal designs type and nature of design depends on desired outcomes design should stem from the problem

major factors that influence the decision to attend sporting events rather than to watch them from home

-fan motivation factors -game attractiveness -economic factors -competitive factors -demographic factors -stadium factors -value of sport to the community -sports involvement -fan identification

examples of diversions from everyday life

-farmers in Nebraska watching University of Nebraska Cornhusker football -Oklahoma State playing Iowa State after a plane crash that took the lives of their head and assistant woman's basketball coaches -MLB and other professional sports dealt with uncertainty after 9/11

what two types of objectives do organizational leaders usually develop

-financial objectives -strategic objectives

what two factors can the bargaining power of the athletes be traced back to?

-formation of new leagues in 1970s like ABA and WHA which resulted in increased ocmpetition to sign the best athletes, drove salaries up and made agents more critical -free agency and arbitration have given players a chance to shop their talents on the open market and question the final offer to owners

categories of external secondary data

-government reports and documents -standardized sports marketing information studies -trade and industry associations -books, journals, and periodicals

levels of consumer income

-gross income -disposable income -discretionary income

three categories of decisions we make about participation in sport

-habitual problem solving (routinized problem solving) -limited problem solving -extensive problem solving (extended problem solving)

sports involvement

-higher levels of spectator involvement are related to the number of games attended, the likelihood of attending games in the future, and the likelihood of consuming sport through media -high-involvement spectators were more likely to correctly identify the sponsors of the sporting events

guidelines to preparing an actionable final report

-know your audience -be thorough -carefully interpret the findings

three distinct categories of fan identification

-low identification -medium identification -high identification

strategic model for competing at the business level (four approaches)

-low-cost leadership -differentiation -market niche based on lower cost -market niche based on differentiation which strategies to pursue are based on strategic market target and strategic advantage

what are the two ways Maslow's needs can be presented?

-motive direction -motive strength

demographic factors

-number of women attending sports is at an all-time high but men still outnumber them -men flock to NFL, college football, and the MLB -women flock to figure skating, NFL and MLB -male sports fans tend to be younger, more educated, and have higher incomes than that of the general population -average income is $80,000+ for a majority of ticket holders, apart from baseball -only 15% of households have this income -NHL, PGA Tour, and ATP have the greatest percentage of fans with incomes of $50,000

activity characteristics

-one antecedent to fan identification -refers to attending sporting events or being exposed to events via the media

how does organizational culture influence the sports marketer?

-organizational culture of a sports organization dictates the value placed on marketing -it's important because it is linked with organizational effectiveness -the organizational culture of professional sports organizations and college athletic programs not only has an impact on the effectiveness of the organization, but can also influence consumers' perceptions of the organizations ex: college athletic programs are known to either value education or winning

major findings/ values of sports fans when attending professional sporting events (in order of importance)

-parking that costs less than $8 and tickets under $25 each -adequate parking or convenient public transportation -a safe, comfortable seat that you can buy just a week before the game -reasonably priced snack foods, such as a hot dog for $2 or less -home team with a winning record -a close score -a hometown star who is generally regarded as being among the sport's 10 best players -reasonably priced souvenirs -a game that ends in less than three hours -a wide variety of snack foods four most important things to fans were unrelated to the game itself

Title IX

-passed by President Richard Nixon in 1972 -states "no person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving Federal financial assistance" -has had the most dramatic impact on the growth of women's sports and doesn't even mention the word "sports"

three basic reasons for participation in sports

-personal improvement -sport appreciation -social facilitation

three types of external sources

-personal sources -marketing sources -experiential sources

examples of situational factors

-physical surroundings -weather -social surroundings - who we're with -time - presence or absence -task definition - special occasions- using jet skis on vacation -antecedent states - mood they're in

what are the phases of the sports marketing mix?

-planning -implementation -control -evaluation of plans

steps of the participant decision-making process

-problem recognition -information search -evaluation of alternatives -participation -postparticipation evaluation

sports marketing strategies

-product strategies -distribution strategies -pricing strategies -promotion strategies

four stages of the business cycle

-prosperity -recession -depression -recovery cyclical cyle

questionnaire design issues

-questionnaire should look simply and easy to fill out -should have subheadings for the various sections -should provide simple and easy to understand instructions -should leave sufficient room to answer open-ended questions page 122

what are the pittfalls to avoid when constructing questions?

-questions should not be too lengthy -questions should not be ambiguous -questions should not be double barreled or contain two questions in one -questions should not lack specificity -questions should not be technical in nature

Eight Value Dimensions of Sport to the Community

1) Community Solidarity 2) Public Behavior 3) Pastime Ecstasy 4) Excellence Pursuit 5) Social Equity 6) Health Awareness 7) Individual Quality 8) Business Opportunity page 198

what's one of the earliest examples of sports marketing?

1880s when baseball cards were introduced and featured as promotions on cigarette packs rather than gum

when did there become MLB teams west of St. Louis?

1957 when the Brooklyn Dodgers moved to Los Angeles

How can sport organizations eliminate marketing myopia?

By focusing on meeting the needs of consumers rather than on producing and selling sports products

which contingencies are considered controllable from the organization's perspectives?

internal contingencies

who started the aerobic craze?

Dr. Ken Cooper in the 1970s and this added to the growth of health clubs in the US

who is the one athlete to achieve "superproduct" status?

Eldrick "Tiger" Woods

self-esteem enhancement

Fans are rewarded with feelings of accomplishment when their favorite players or team are winning. called "fair weather fans" because their association with the team is likely to increase when the team is winning and decrease when they're losing term for this is BIRGing aka basking in reflected glory spectators are motivated by a desrie to associate with a winner and thus, present themselves in a positive light and enhance their self-esteem

who was the first "super-agent" in sports

Mark McCormack (Sports Marketing Hall of Fame) -not the agents who have provoked their current rise to prominence, but rather the increased bargaining power of their clients

which league forbids corporate ownership of franchises?

NFL

do we assume a causal relationship between personality and sports participation

NO

what was the first facility opened specifically for athletic training?

New York Athletic Club in 1886

what's one of the largest sanctioning bodies in the world?

PGA has more than 22,000 members who promote the game to "everyone, everywhere" NASCAR is the next largest

scoreboard quality

seen as the focal point in some stadiums NFL's biggest scoreboard is with the Cowboys page 195

what was the first major company in the trading card industry?

Topps

do some people refuse to accept the responsibility that reference groups can influence consumer demands

Yes Charles Barkley of the NBA with "I am not a role model"

which surveys are considered snapshots?

cross-sectional studies

examples of sociological or external factors

culture social class reference groups family

what must sports marketers do before they can influence your perceptions?

get your attention

two sports that live and die by technology

golf and tennis page 69

what do marketing goals do?

guide the strategic marketing process and are based on organizational objectives examples -increase ticket sales by 5 percent over the next year -introduce a new product or service each year -generate 500 new season ticketholders prior to the next season -over the next six months, increase awareness levels from 10 to 25 percent for women between the ages of 18 and 34 regarding a new sports product

research objectives

guidelines that establish an agenda of research activities necessary to implement the research process

extensive problem solving

heavy information search (internal and external) is followed by the evaluation of many alternatives on many attributes ex: postpurchase dissonance and postpurchase evaluation are at their highest levels with extensive decisions

cognitive component of attitude

holds the beliefs that people have toward the object beliefs about sport ex: bowling is expensive bowling is time consuming very few women bowl bowling is for old people

what are sports marketers interested in learning about with the socialization process?

how it differs on the basis of gender, income, family lifestyle, and the number of children in the family

Medium identification

identify with a team or a player, but only for the short term may identify with a team or player if they are having an especially good year this "focused" identification will fade as soon as they start losing

pricing strategies

include setting pricing objectives, choosing a pricing technique, and making adjustments to prices over time -ticket prices, fees for personal seat licenses, pay-per-view, and television sports programming -rising costs of participating in recreational sports

internal contingency examples

include the vision and mission of the organization, organizational goals and strategies for reaching those goals, and the organizational structure and systems

today's modern family structure

includes dual-income families with no kids, divorced parents, single parents, or parents who are dually employed with kids

traditional approach to categorizing consumer products

incorporates the distinction between goos and services

what's attributed to the growth of personal training?

increased awareness of the health benefits of regular exercise

what are the two broad types of consumers?

individual and corporate

core values of interest to sports marketers

individualism, youthfulness, achievement and success, and family achievement and success are the central and underlying values to sports

pretest

initial one should be conducted with the researcher and respondent present

how does the researcher identify problems or opportunities that confront the sports organization?

initially, information is gathered at a meeting between the researcher and the client -researcher attempts to collect as much information as possible to better understand the research -goal of these meetings is to ensure that there is a clear understanding between the researcher and the decision makers as to the nature and role of the research and how it relates back to the need for information in the decision-making process

two sources of information sought by consumers?

internal and external sources

what are individuals and the process of observation we observed with social learning called?

models and modeling

operational strategies

more narrow in scope, their primary goal is to support the functional-level strategies

Trail proposed what nine motives to explain why individuals consume sport or are sports fans?

most of them are based on social or psychological needs -vicarious achievement -acquisition of knowledge -aesthetics -social interaction -drama/excitement -escape (relation) -family -physical attractiveness of participants -quality of physical skill of the participants spectators attend because of one or a combination of these

example of macroeconomic element

national income big picture things

need for affiliation

need for belonging is satisfied by being a fan reference groups influence game attendance so the more a reference group favors going to games, the more likely the person will attend future games can also affect other game-related experiences such as the perceived quality of the stadium

would the sports industry exist without spectators?

no

can sports organizations survive without the mass exposure of the media?

no media needs sports to satisfy the growing consumer demand for this type of entertainment

is the economic environment a controllable factor for sports marketers?

no but it is important

is there an evaluation of alternatives in habitual problem solving?

no, they are eliminated

can sports marketers control consumers' perceptions?

no, they can and do influence our perceptions of sports through their marketing efforts though

difference between instruction and camps?

ongoing nature of the instruction versus the finite period and intense experience of the camp

theory of behavioral learning

operant conditioning

what are sanctioning bodies?

organizations that not only market sports products but also delineate and enforce rules and regulations, determine the time and place of sporting events, and provide athletes with the structure necessary to compete -NCAA, NFL, NHL, IOC; MLB

what are sport camps?

organized training sessions designed to provide instruction in a specific sport

what is an attitude based on?

our thinking, feeling, and actions toward a sport

editing process

part of the data analysis where the data must be carefully scruitinzed to ensure its quality examined for impossible responses, missing responses, or any other abnormalities that would make the data useless

athletes

participants who engage in organized training to develop skills in particular sports -sports products because they perform in competition/ exhibition -thought of as "bundles of benefits"

what's the most significant predictor of spectators having a pleasurable game experience?

perceived crowding next is aesthetic quality of the stadium

task definition

reason the consumer participates affects the decision-making process

examples of amateur competitions

recreational/ elite level youth sports, high school sports controlled at the state level through leagues, collegiate sports, Olympics, and adult community-based recreational sports

aspirational groups

reference groups which have an impact on our participation in sports as well as on our purchase of sports products

layout accessibility

referring to whether spectators can move freely about a stadium (Space allocation, signage) inadequate space and signage causes spectators to feel confused and crowded leading to negative feelings about the game experience

unrelated diversification

refers to competing in markets that are dissimilar to existing markets -underlying principle is that if a company is successful in existing markets then it is more likely to achieve success in similar markets

price sensitivity

refers to the notion that small increases in ticket prices may produce great fluctuations in demand for tickets

seating comfort

refers to the perceived comfort of the seating and the spacing of seats relative to each other -less capacity with a higher level of comfort may be a much more profitable route to attracting fans -should look for quality over quantity when it comes to seating

organizational characteristics

relate to the "off-field" successes and failures page 201

selective retention

remembering just the things we want to remember

corporate strategies

represent the overall game plan for organizations that compete in more than one industry

regulatory body or agency

responsible for enacting laws or setting guidelines for sports and sports marketers regulatory agencies can be controlled by either governmental or nongovernmental agencies ex: FIFA is a nongovernmental regulatory body page 76

reliant stadium's 50/80 rule

taken on a game by game basis considers opening the roof when the game time temperature is projected to be between 50-80 degrees to give optimal viewing and playing environment goals is to have Houston Texans spectators be as comfortable as possible when watching a game

examples of organizations that perform the function of producer or intermediary

team owners, sanctioning bodies, agents, corporate sponsors, media, and sporting goods manufacturers

what's the most rapidly changing environmental influence?

technology

are situational factors permanent or temporary?

temporary ex: go golfing with a friend because they are in town for a few days even though you rarely golf usually run outside but an ice storm prevents this need to study for finals so you shorten your hour long workout to thirty minutes to accommodate your study schedule

what's the basis of the event triangle?

that the event, audience, and sponsor are all interdependent or depend on each other to be successful -all three groups work together to maximize the sport's exposure -event showcase talent and attract the audience who then watch it in-person or though some media then the audience attracts the sponsor who pays the event to provide them with access to the audience -sponsor promoted event to audience -sponsor is an important intermediary or link between the event and the final consumers of sports - the audience

what is the organizational strategy?

the "how" aka the game plan for the sports organization

what is sponsorship a potent answer to?

the challenge of how to build attention, support, and loyalty for brands in an environment that is otherwise hostile to marketing communications

motive direction

the way that a consumer attempts to reduce tension by either moving toward a positive goal or moving away from a negative outcome ex: get in good shape so you take up biking, running, etc. move away from fatty foods and alcohol

what's the fastest growing source of sports information?

the world wide web

who coined the phrase marketing myopia?

theodore levitt

what's one of the unique aspects of attending a sporting event?

there's uncertainty associated with the outcome

what caused the collapse of the sports trading card industry?

too much competition according to David Leibowitz, an industry analysis -channel of distribution was backed up and had too much inventory so it was hard to sustain prices, let alone allow them to continue to rise -original companies/ producers were Topps, Donruss, and Fleer -other issues included labor problems in sports, escalating card prices, and kids iwth competing interests

what must be done to apply results to the "real purchase situation"?

trade-off must be made between experimental control and the researchers' ability to apply the results to the real purchase situation

organizational objectives are needed to define both financial and strategic direction

true

essence of the contingency approach

trying to predict and strategically align the strategic marketing process with the internal and external contingencies

what's the most difficult conceptual issue for sports marketers?

trying to understand the nature of the sports product -what is the product that spectators, participants, and sponsors consume?

economic factors

uncontrollable and controllable affect game attendance

what's the foundation of any strategic sports marketing process?

understanding why spectators attend sporting events aka fan motivation factors

how do sports marketers typically capture our attention?

use of novel promotions, using large and colorful promotional materials, and developing unique ways of communication with consumers

focus groups

used to gain a better understanding of the research problem at hand qualitative ex: useful in establishing a team name or log design

exploratory designs

useful when research problems are not well defined ex: GM for RailCats says ticket sales are down but doesn't know why so we watch minor league baseball trends to see what's up

stadium factors

variables such as newness of the stadium, stadium access, aesthetics of the stadium, seating comfort, and cleanliness of the stadium, which are all positively related to game attendance -all of these are positively related to game attendance -the more the people like the stadium, the higher the attendance

systematic research

well organized and unbiased

when is an organization marketing oriented?

when it engages in the following activities: -intelligence generation -intelligence dissemination -responsiveness

when to use causal research?

when the problem is well-defined and we use experiementation

what does the study of participant consumption behavior attempt to understand?

when, where, and how often consumers participate in sports

mission

written statement about the organization's present situation -purpose is to inform stakeholders about the direction of the organization -particularly useful for motivating employees internally and communicating with consumers outside page 54

are sports marketers interested in building and maintaining high levels of fan identification for organizations and their player?

yes

are the perceptions of the stadium sportscape linked to behavioral responses?

yes

can primary reference groups exert a powerful influence among high-school athletes as participation continues to grow?

yes

can sports information provide consumers with instructional materials?

yes

do sportscape factors serve as inputs to the spectator's affective response?

yes

does the definition of participant consumption behavior have elements of the participant decision-making process?

yes

has Title IX led to a reduction in men's sports?

yes

in problem recognition, does the desired state reflect the "idea" of the participant

yes

is environmental scanning an essential task for recognizing the external contingencies and understanding how they might affect marketing efforts?

yes

is the line between amateur and professional sports/sporting events blurred?

yes

is trying to shape our image of sports and sports products a primary goal for sports marketers?

yes

will the interaction of the managerial correlates influence the level of fan identification?

yes

can the model of participant consumption behavior be applied to spectator consumption as well?

yes everything from that with participant consumption applies to spectators too FOCUS IS TO UNDERSTAND WHY PEOPLE ATTEND SPORTING EVENTS AND TO EXAMINE WHAT ADDITIONAL FACTORS RELATE TO GAME ATTENDANCE CONCENTRATE ON THE WANTS AND NEEDS OF SPECTATORS THIS HELPS US DETERMINE AN EFFECTIVE MARKETING MIX

are spectators and participants two separate markets?

yes according to the study conducted by Burnett, Menon, and Smart results show that sports participants and sports spectators represent two DISTINCT markets that should be examined separately by sports marketers

are attitudes important? do they guide the decision-making process

yes and yes, ultimately they guide this process, they are one of the most important components of the overall model of sports participation

are both primary and secondary data useful for in understanding consumers?

yes both are super useful

do BIRGing and CORFing have a high tech influence on fans?

yes, they visit team websites more often when the team is winning and vice-versa