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PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
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PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
by Mark R. Lyberger, Matthew D. Shank
Sports Marketing, 5th Edition
Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Preface
Acronyms
List of figures and tables
PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
CHAPTER 1 Emergence of sports marketing
What is sports marketing?
Understanding the sports industry
Historical development of sports marketing in (North) America
Sport as entertainment
A marketing orientation
Growth of the sports industry
The structure of the sports industry
The consumers of sport
The sports product
Career spotlight: Chris Ferris
Different types of sports products
The multidimensional nature of the sports product
Producers and intermediaries
Sports marketing hall of fame: Mark McCormack
Basic marketing principles and processes applied to sport
The sports marketing mix
The exchange process
The strategic sports marketing process
Girls get their game on – with great gear: sports teams cater to women fans with new lines of feminine fashion
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
CHAPTER 2 Contingency framework for strategic sports marketing
NBA Releases 2011–2012 Regular Season Schedule
Contingency framework for strategic sports marketing
Contingency approaches
Internal and external contingencies
Internal contingencies
Vision and mission
Organizational objectives and marketing goals
Organizational strategies
Organizational culture
External contingencies
Competition
Technology
On the industry’s radar
Cultural and social trends
Physical environment
Political, legal, and regulatory environment
Big-time college sports is an out-of control monster
Demographics
Ethnic studies: MLB forms diversity comittee
The economy
Monitoring the external contingencies
Assessing the internal and external contingencies: SWOT analysis
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
PART II: PLANNING FOR MARKET SELECTION DECISIONS
CHAPTER 3 Research tools for understanding sports consumers
Marketing research in action: the Gary Southshore RailCats
Hitting a home run with the digital generation
The marketing research process
Defining the problem or opportunity
Case study: a sponsorship measurement solution
Choosing the research design type
Identifying data collection techniques
Secondary data
Primary data
Drivers should take a spin online, study shows – sports business journal
Designing data collection instruments
Designing the sample
Data analysis
Preparing a final report
Case study: ESPN; survey shows split on racial opportunity
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
CHAPTER 4 Understanding participants as consumers
Model of participant consumption behavior
Participant decision-making process
Types of consumer decisions
Psychological or internal factors
Personality
Motivation
Perception
Learning
Attitudes
Sociological or external factors
Culture
Spotlight on international sports marketing: Sport England
Social class
Reference groups
Sports marketing hall of fame: The Babe: Babe Didrikson Zaharias
Family
High school sports participation tops 7.6 million, sets record
Situational Factors
P90X vs. insanity: which is the best for you?
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
CHAPTER 5 Understanding spectators as consumers
Factors influencing attendance
Fan motivation factors
Baseball suffers drop in attendance
Sports marketing hall of fame: David Stern
Sports wagering
Game attractiveness
Economic factors
Competitive factors
Demographic factors
Stadium factors
Value of sport to the community
Career spotlight: Marc Reeves
Sports involvement
Spotlight on international sports marketing: a comparative analysis of spectator involvement: United States vs. United Kingdom
Fan identification
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
CHAPTER 6 Segmentation, targeting, and positioning
Segmentation
Bases for segmentation
Technical report – Sport England Market Segmentation
Generation M2: media in the lives of 8- to 18-year-olds
espnW: a brand for female athletes
The IWFL and the history of women’s tackle football
NFL may be hitting stride with female fans
Move over Fútbol. The NFL scores big with Latinos
Spotlight on international sports marketing: NBA continues to grow internationally
Choosing more than one segment
Target markets
Evaluation of target markets
Positioning
Repositioning
Baseball continues to assist storm relief efforts
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
PART III: PLANNING THE SPORTS MARKETING MIX
CHAPTER 7 Sports product concepts
Defining sports products
Goods and services as sports products
Career Spotlight: Rodger Collins, President Packaged Beverages, Dr. Pepper Snapple Group
Classifying sports products
Product characteristics
Spotlight on international sports marketing: the 5 worst athlete-endorsed products of all time
Branding
Spotlight on sports marketing ethics: NCAA Native American mascot controversy
Miami Marlins attendance reverts to old Sun Life Stadium levels
Sports Marketing Hall of Fame: Phil Knight
Licensing
Quality
Product design
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
CHAPTER 8 Managing sports products
Nike announces new Nike+ FuelBand – measuring movement to make life a sport
New sports products
Sports Marketing Hall of Fame: Bill Rasmussen
Types of new products
Spotlight on Sports Marketing Ethics: college sports have become too commercialized
The new product development process
Idea generation
Idea screening
Analysis of the sports product concept or potential
Developing the sports product
Test marketing
Commercialization
New product success factors
Product life cycle
Introduction
Growth
Fantasy sports becoming big business as popularity continues to rise
Maturity
John McEnroe’s bold move to revive US tennis
Decline
Other life cycle considerations
Spotlight on International Sports Marketing: X Games global expansion continues with TV deals in new host markets, syndication deals in multiple other countries
Diffusion of innovations
Types of adopters
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
CHAPTER 9 Promotion concepts
Communications process
Sports Marketing Hall of Fame: Bill Veeck
Source
Encoding
Spotlight on Sports Marketing Ethics: endorsements remain buyers’ market
Message
Medium
Decoding
Spotlight on Sports Marketing Ethics: how impact of “Tiger Recession” changed athlete marketability
Receiver
Feedback
Noise
Promotion planning
Target market considerations
Push strategy
Pull strategy
Promotional objectives
The hierarchy of effects
Establishing promotional budgets
Choosing an integrated promotional mix
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
CHAPTER 10 Promotion mix elements
Advertising
Advertising objectives
Advertising budgeting
Creative decisions
Spotlight on Sports Marketing Ethics: Sex sells? Trend may be changing
Spotlight on Sports Marketing Ethics: Lance Armstrong’s fall from athletic grace doesn’t diminish his greatest triumph
Armstrong faces $200 million salary loss with reputation hit
Media strategy
Big 4 jersey rights value put at $370M
Media scheduling
Personal selling
Career Spotlight: Kevin Rochlitz, Vice President, National Partnerships and Sales, Baltimore Ravens
The strategic selling process
Sales promotions
Public relations
NBA cares evolving after 5 years of service
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
CHAPTER 11 Sponsorship programs
Scheuring Speed Sports announces partnership with Ford Motor Company
Growth of sponsorship
Cleveland Cavaliers 2013–2014 promotional schedule
Adelaide United energised by new sponsorship
Designing a sports sponsorship program
Understanding why sponsorship continues to grow
Sponsorship objectives
Awareness
Competition
London 2012 sponsors and ambush – and the lessons for Rio 2016
Beats by Dre gives headphones to British athletes, angering IOC
Spotlight on Sports Marketing Ethics: BRAZIL: Congress adopts legislation to curb ambush marketing during 2016 summer Olympics
Behind the scenes at the 2013 Waste Management Open
Lance Armstrong Nike contract terminated
Sponsorship budgeting
Choosing the sponsorship opportunity
Fenton High School looking at boosting corporate sponsorship of athletics
Hot Seahawks add Boeing, Starbucks deals
Spotlight on Sports Marketing Ethics – Nike won’t drop Penn State’s Paterno, so we should drop Nike
Sponsorship implementation and evaluation
Career Spotlight: Lesa Ukman and IEG
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
CHAPTER 12 Pricing concepts and strategies
What is price?
Deal to end lockout reached
The determinants of pricing
Sports Marketing Hall of Fame: Pete Rozelle
Internal factors
Spotlight on Sports Marketing Ethics: astronomical athlete salaries: are they worth it?
External factors
Consumer demand
Estimating demand
Economy
Competition
Legal issues
The NFL vs. ticket scalpers: Super Bowl edition
Technology
New Era Tickets uses iovation to keep scalpers and fraudsters out of the arena
Price adjustments
Orioles raise season-ticket prices slightly, expand variable-pricing system
Price increases and reductions
Price discounts
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
PART IV: IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS
CHAPTER 13 Implementing and controlling the strategic sports marketing process
Dew action sports tour
Implementation
Busy offseason ahead for Arena Football League: fan take
Communication
Sports Marketing Hall of Fame: Gary Davidson
Staffing and skills
Coordination
Career Spotlight: Megan Dotson, Director of Marketing, Greenville Road Warriors (hockey)
Rewards
Information
Creativity
The 100 worst things in sports
Budgeting
Control
Planning assumptions control
Process control
How athletes are fighting for endorsement dollars
Contingency control
Summary
Key terms
Review questions
Exercises
Internet exercises
Endnotes
Appendix A: Career opportunities in sports marketing
Job opportunities in sports marketing
Cover letters and resumés
Interviewing
Where to look for additional information
Appendix B: Some sports marketing sites of interest on the Internet
Glossary
Illustration credits
Index
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List of figures and tables
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CHAPTER 1 Emergence of sports marketing
PART I
Contingency Framework for Strategic Sports Marketing
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