Please note that references to non-textual material such as Figures, Photographs or Tables will be in italics, while references to Notes will be followed by the letter ‘n’.
AAA Sacramento River Cats baseball team, 306
Aardsma, David, 461
acceptability criterion, 56
accidental sampling see convenience sampling techniques
action, hierarchy of effects model, 362
Active People and Taking Part surveys, Sport England, 211–12
activities, interests and opinions (AIO), 234, 235, 456, 607
actualized athletes, 147
Adelaide United, 440
Adidas, 306, 347, 349, 392, 434, 441, 453
adolescents, market segmentation, 216–17
adopters, 337–8, 623; early, 338, 610; early majority, 338, 610; innovators, 337, 614; laggards, 338, 614; late majority, 338, 614
advertisements: comparative, 386–7, 608; sample, 592, 593, 594, 595–6; slice-of-life, 387, 621
advertising, 344, 377–408; alternative forms, 397, 400; benefits, identifying, 380; budgeting, 380, 427, 607; creative decisions, 380, 381, 609; defined, 607; design of campaign, 377, 427; direct, 427; lifestyle, 387, 614; objectives, 378, 607; outdoor, 399–401; prime advertising time, selling, 34; process, 377; reach, 408, 619; sales promotion, 379–80, 620; sample advertisements, 592, 593, 594, 595–6; scientific advertisements, 387, 620; by sports organization to end users, 379–80; stadium signage, 397–9, 622; top sports advertisers, 364–5
advertising appeals, 382–6; definitions, 607; emotional, 352, 382, 611; fear, 382, 612; health, 382; pleasure of fun, 386, 618; rational, 352–3, 611; sex, 383, 621
advertising execution, 386–92; attractiveness, 389, 607; credibility, 387, 609; definitions, 607; expertise, 387, 612; one-sided versus two-sided messages, 386, 616; testimonials, 387, 623
AEG, 309
aerobics, 27
aerodynamics, 239
affective component, attitudes, 156, 607
affective response, 194
affiliation need, 186–7, 202, 616
African Americans, 79, 126, 127, 129, 228, 353–4
age factors, market segmentation, 213–20
agents, 34–5, 607; socializing, 158–9, 621
aggression, level of, 141, 142, 145–6
Aikman, Troy, 351
AIO dimensions, 234, 235, 456, 607
Ali, Muhammad, 7, 8, 332, 349, 387
Allen, Leslie, 329
Allen, Ray, 47
amateur sporting events, 21, 607
ambush marketing, 451–2, 454–6, 607
American Basketball Association (ABA), 35
American League Championship, 50
American Marketing Association, 5, 43n, 517
American Media, 76
American Medical Association, 464
American Tennis Association, 328
Ancient Olympic Games, 6
Andretti, Mario, 8
appeals, advertising see advertising appeals
Appleby, Stuart, 400
arbitrary allocation, 366, 607
arena, sport, 25; merchandising, 66–7
Arena Football League (AFL), US, 544–6
Arizona Cardinals, 71
Arizona Diamondbacks, 284
Armstrong, Gary, 503
Armstrong, Ketra L., 180
Armstrong, Lance, 248, 393–6, 463, 563; as cancer survivor, 390, 394
Aronin, Michael, 50
artificial turf, in stadiums, 75
Ashe, Arthur, 328
associations, sports, 594
AstroTurf, 327
AT&T, 195, 351, 352, 389, 462, 463, 480
AT&T Mobility, 363
athletes, 8, 9–10, 147, 480–1, 486; celebrity, 162; female, 222, 224, 225; marketability, 355–7; and Rule 40, 452–3; salaries 511–12; sports products, 24, 263, 271
Athlete’s Foot, The, 268
athletic platform, 478–86, 607
A. T. Kearney studies, 12
Atlanta Falcons, 480
attendance, factors influencing, 13, 176, 180–9, 203; aesthetic value, 186, 607; affiliation need, 186–7, 202, 616; diversion from everyday life, 182, 610; economic value, 183, 611; entertainment value, 182–3, 611; eustress, 183, 611; family ties, 187, 189, 612; fan motivation factors, 181–3, 612; self-esteem enhancement, 181–2, 621; sports wagering, 188
attention, 400; selective, 152, 620
AudioNet, Inc., 65
authenticity, 282
auto racing, 331
availability of substitute products, 521, 607
baby boomers, 79
Badenhausen, Kurt, 341n
Bahama, Tommy, 285
Bakker, Mike, 479
Ballmer, Steve, 69
Ballpark Classics, 285
banana bar, 34
Bank of America, 379, 459, 460
Banks, Ernie, 376
Barbato, Gene, 462
Barboza, David, 44n
Barkley, Charles, 161
baseball, 391, 413, 569, 585; assisting storm relief efforts, 249–52; drop in attendance, 184–6; minor league franchises, 11, 12; product design, 293–4; strike (1993), 9; see also Major League Baseball (MLB), US
Baseball Boyfriend (fantasy baseball app), 323
Baseball Hall of Fame, 26
basketball, 177, 232, 310; American Basketball Association (ABA), 35; Dream Teams of USA Basketball, 24; Men’s Basketball Championship, 65, 66; Wilson product line, 269; Women’s National Basketball Association (WNBA), 58; see also National Basketball Association (NBA), US
Basketball Without Borders, 230
Bastianelli, Ann, 226
Baumer, Kevin, 45n
Bavaria beer, 450
Bayne, Trevor, 287
Bazant, Jordan, 351
Beach Soccer World Wide Tour, 314
Beamer, Frank, 238
Beard, Amanda, 382
Beckham, David, 24, 272, 349, 384
Beem, Rich, 400
behavioral component, attitudes, 156, 608
behavioral segmentation, 238–9, 253, 608
Behrens, Kathy, 424
Beijing Olympic Games (2008), 14, 194, 454
Belichick, Bill, 570
benefits, product, 608
benefits segmentation, 239–40, 253, 608
Best, Roger, 341n
Bettman, Gary, 558
Beville, Hugh Malcolm? 7
Biderman, David, 43n
Bigelow, Chris, 196
Bird, Larry, 8
BIRGing (basking in reflected glory), 181, 182, 499
Bjorling, Eric, 395
Blake, James, 328
Bloomberg Sports, 322
blue-collar occupations, 232, 233
BMW, 450
body billboards, 401
body–mind continuum, 31
bonding, 282
books, 111
Borg, Bjorn, 332
Bosh, Chris, 49
Bossaball, 304
Bosworth, Brian, 332
Bourne, Matt, 40
Bovee, Courtland L., 316
Bowerman, Bill, 282
boxing, 33, 247, 332, 520; Olympic boxing decision (1988), 568
Bradbury, J.C., 278
branding, 159, 272–3; brand associations, 277; brand awareness, 276, 377, 608; brand equity, 276, 277, 281, 608; brand identification, 188; brand image, 276, 608; brand loyalty, 277, 281, 377, 608; brand mark, 273, 608; brand name, 272, 297, 608; brand position, 246; process, 276–7, 280–4; purpose, 297
Brazil, 333, 335; sponsorship programs, 435, 452, 454–6
Brevard County Manatees, 217
Brew, Alan, 11
Broadband Sports, 324
broadcasting, 452
Brooke, Serena, 484
Brooklyn Dodgers, 81
Brooklyn Nets, 358
Brosnan, Tim, 462
Brown, Davie, 351
Brown, Paul, 563
Brown University v. Cohen (1997), 76
Bruno, Linda, 293
Bruno, Marc, 66
budgeting, 573–4, 586–7; advertising, 380, 427, 607; defined, 608; and implementation, 543; promotional, 362–6, 370, 619; sponsorship, 465–6, 491, 622
Buffett, Warren, 418
Build-a-Bear Workshops, 214
bullfighting, 179
Bungee Association, US, 149
Bureau of Labor Statistics (BLS), US, 27
Bureau of the Census of the US Department of Commerce, 108
Burnett, John, 178
Burns, W., 381
Burns Sports Celebrity Service, Inc., 389
Burress, Plaxico, 129
Burton, Rick, 50, 317, 341n, 485
Bush, Reggie, 351
business cycle, 81
Butler (team), 575
Byrne, Bill, 65
Byrne, Jane, 490
cable television, 8, 16, 520; digital networks, 63
Cablevision, 59
Cador, Roger, 80
Candelino, Rob, 577
Cardinals Stadium, Arizona, 75
cardio-kickboxing, 330
career opportunities, sports marketing, 591–602
Carlos, Juan, 388
Carmody, Thomas, 325
Carroll, Jerry, 39
Carter, David M., 459
Castrol North America, 445
causal designs, 107
CBC Distribution and Marketing Inc., 324
Census Bureau, US, 216
Center Harbor, New Hampshire, 6
central tendency measures, 125
Chambers, John, 70
Chambers of Commerce, 109
Champions Tour of PGA, 217
Chandler, Tyson, 237
Charlotte Bobcats, 531
Chartered Institute of Marketing (CIM), 453
Chicago Blackhawks, 51
Chicago Cubs, 32, 59, 201, 223, 231, 307; Fantasy Camp, 266
Chicago White Sox Fantasy Baseball Camp, 28
children, market segmentation, 214–16
Christiansen Capital Advisors (CCA), 188
Churchill, Gilbert, 133n
Cimperman, John, 201
Civil Rights Movement, US, 7
Clapham, Kyle, 326
classic product life cycle, 330, 608
Cleveland, Phillip, 395
Cleveland Cavaliers, 280; promotional schedule (2013–14), 437–40
climate, physical, 238
CoActive Marketing Group, 376, 377, 466
Coalition to Advance the Protection of Sports Logos, 288
Coca-Cola, 347, 398, 453, 466, 478
coding, 124
cognitive component, attitudes, 155, 608
cognitive dissonance, 143, 144, 608
cognitive learning, 153, 154, 608
Cole, Michael, 43n
Coleman, Richard P., 161
college sports, 77–8, 190, 595; and athletes’ salaries, 511–12; commercialization, 308–9
College Sports Television (CSTV), 63
Collegiate Licensing Company, 286, 306
Collignon, Hervé, 44n
Collins, Rodger (President, Packaged Beverages), 264–5
Colorado ski resorts, 238
Comiskey, Charles, 585
commercialization: college sports, 308–9; defined, 608; new sports products, 315, 339
commitment criterion, 56
communication: definition, in marketing sense, 345, 608; elements in communications process, 345–6, 370, 611; and implementation, 543; strategic sports marketing process, 546–9
community affiliation, 202
community involvement, 422, 608
community relations, 344
Compadres Club, 410
comparative advertisements, 386–7, 608
comparative messages, 353, 608
competition, 63–4, 448–50, 522–3, 608; competitive objectives, 515, 609; direct, 64, 610; game attractiveness, 189–90, 203–4; indirect, 64, 613; price, 618; pure, 523; social competitors, 147
competitive parity, 366–7, 609
computer-driven video sport, 72
concept testing, 312, 313, 314, 339
concomitant variation, 107, 609
conditioning, 153
Coney, Kenneth, 341n
Conference Board, The, 82
Connolly, Eoin, 388
Connors, Jimmy, 328
conservation, 75
Considine, Tim, 579
consistency, sports products, 266–7
consoles, 72
consumer income, 82, 520, 522, 609, 613
consumer socialization, 156, 609
consumers of sport, 18–22; consumer behavior, 178, 180; consumer demand, 515–16, 609; consumer income, 82, 520, 522, 609, 613; consumer pricing evaluation process, 519–20, 609; consumer response, 369; consumer socialization, 609; identification of specific customers, 369; individual versus corporate, 19; participants as, 20, 134–74; spectators as, 18–19, 175–208; sponsors as, 21–2; unorganized/organized sport participants, 21
consumer-supplier relationship, simplified model, 18, 621
contingency approaches, 50–1; internal contingencies, 53–62
contingency framework for strategic sports marketing, 50–2, 609
continuous improvement philosophy, 556
continuous innovations, 311, 609
control, 51, 574–5, 586, 623; contingency, 584; control phase, 52, 574, 609; planning assumptions control, 575–6, 617; process, 576, 618; strategic, 574, 587, 623
convenience sampling techniques, 123, 609
conviction, hierarchy of effects model, 362
Cook, Dan, 214
Cook, Tim, 488
Cooper, Ken, 27
CORFing (cutting off reflected failure), 182
corporate level strategy, 57, 59–60
CORSing (cutting off reflected success), 182
Corwin, T., 45n
costs, 507–8, 533, 609; cost of information search, 521, 609
Couch, Tim, 569
Council on Physical Fitness and Activity, 216
counterfeiters, 289
“country club” sports, 232
Couples, Fred, 400
coupons, 360, 415, 421, 505, 609
Courier, Jim, 328
cover letters, 596
Covington-Baker, Kristi Lee, 43n, 44n
Cowboys Stadium, Dallas, 71, 193, 194, 195, 399
Craven, Sir Philip, 458
creativity, 586; creative brief, 380, 381, 609; creative decisions, 380, 381, 609; creative process, 380, 559–60, 609; and implementation, 543
Creighton (team), 575
criteria, evaluating, 611
Cronje, Hanse, 391
Crosby, Sidney, 388
cross-sectional studies, 117, 610
crowds, 167, 176; perceived crowding, 196
Cruz, Jason, 44n
Cuban, Mark, 32, 69, 70, 347, 561
culture: cultural and social trends, 73–4, 87; cultural values, 73, 610; defined, 62, 156, 170–1, 610; organizational, 616; sociological/external factors, 156, 158–9
Cushnan, David, 388
customer valuation, 369
Custom US574 (product line extension, footwear), 307
Cutler, Jay, 566
Cyberathlete Professional League (CPL), 72
Dachman, Jason, 133n
Dale, Casey, 149
Dallas Cowboys Stadium, 71, 193, 194, 195, 399
d’Amico, Michael, 341n
data collection instruments, designing, 114, 118–25, 130, 131; information requirements, 119; questionnaires see questionnaires; sample design, 122–3
data collection techniques, 107–8, 610
data-driven processes, 556
Davidson, Carolyn, 273
Davis, Al, 62
Davis, Anthony, 564
Davis, Jim, 306
Dayton Dragons, 505
decision-maker, 610
decision-making process, 136–40, 170; defined, 136–7, 610; types of consumer
decline, product life cycle, 329, 610
Dell Computer, 317
Delzell, Matt, 351
demand, consumer, 515–16, 609; elastic, 516, 611; estimating, 517–22, 611; inelastic, 516, 613; law of, 614; unitary, 623
demographic factors, 190, 192, 204, 610
demographics, 78–81; agents, 78–9; attendance, factors influencing, 190, 192; demographic environment, 610; demographic segmentation, 210–31, 253, 610; ethnic group shifts, 79–80; population shifts, 80–1; population size, 78
Denver Broncos, 14
dependent variables, 107, 117, 610
Deportes Hoy (Spanish-language sports daily), 230
depression, 81
Derrick, Jeffery, 44n
descriptive designs, 106
designing: of advertising campaigns, 377; of
data collection instruments, 114, 118–25, 130; of sport sponsorship program, 441–2, 444, 447
designs: causal, 107; descriptive, 106; exploratory, 105–6; product, 619; research, 105, 620
Detroit Piston players, 76, 236, 415
Detroit Red Wings, 99
developing sports product, 313–15, 610
Dew Action Sports Tour (NBC), 542
Dick’s Sporting Goods, 37
Didrikson Zaharias, Mildred (“Babe”), 162
differentiation strategies, 60
diffusion of innovation, 336–7, 610
digital platforms, 405
Dillon, Austin, 287
DiMarco, Chris, 400
dimensions of service quality, 610
DIRECTTV (satellite station), 16
discontinuous innovations, 310, 338, 610
discounts: price, 618; quantity, 532, 619; seasonal, 532, 620
discretionary income, 82
dispersion measures, 125
Ditka, Mike, 347
diversified companies, 59
diversion from everyday life, 182, 610
Dobson, Everett R., 69
Dodge, H. Robert, 241
Dolan, Garry, 43n
Dombrowski, Dave, 80
Dosh, Kristi, 227
Douglas, Buster, 332
DraftDay (online startup), 321, 325, 326
Dream Teams of USA Basketball, 24, 236
Dr Pepper Snapple Group, 264–5
Dueterman, Harold (Hair Doo), 509, 510, 511
Dunne, Frank, 190
Durant, Kevin, 49
dynamically continuous innovations, 310–11, 610
E21 (golf industry manufacturer), 69
Earnhardt, Dale, 284, 286–7, 348, 388
EA Sports, 311
economic buying role, 412, 611
economy/economics, 81–3; economic activity, 81, 610; economic factors, 189, 203, 611; economic value, 183, 611; macroeconomic elements, 81–2, 615; microeconomic elements, 82–3, 616
editing process, 124
Electronic Arts (EA) Sports, 72
Elliot, Sonya, 480
Emmett, James, 388
emotional appeals, 382, 611; versus rational, 352–3
endorsements, 7, 271, 349–52, 391, 577–8; 21st century, 356–7
entertainment, 60, 64; sport as, 10–11
entertainment value, 182–3, 611
environmental scanning, 83–4, 611
ESPN (US-based global cable and satellite television channel), 4, 15, 19, 63, 73, 118, 220, 305, 416, 523; ESPN.com, 65; ESPN Sports Poll, 109; ESPN W brand, 222–4; ESPN Zone Baltimore Ultimate Coach Potato Contest, 419; Local Organizing Committees, 333; marketing research, 118, 127, 131; networks coverage worldwide, 335–6; seven cross-media principles, 30
ESPN The Magazine, 230
ESPNU, 63
estimating demand, 517–22, 611
ethnic background, 228, 230, 611; ethnic group shifts, 79–80
evaluation of alternatives, 141–2, 611
event planning, 596
event triangle, 34
exchange: defined, 611; process of, 38–9
exhibitions and displays, 9
expected price range, of substitute products, 521, 611
experiments/experimentation, 117–18, 611
exposure, and advertising, 400
extensive (extended) problem solving, 144, 612
external (environmental) factors, 612
external contingencies, 52, 63–84, 86–7, 612; assessing, 84–5; competition, 63–4; cultural and social trends, 73–4, 87; demographics see demographics; economy, 81–3; monitoring, 83–4; physical environment, 74–5, 87, 617; political, legal and regulatory environment, 75–7, 87, 618; technology, 64–6, 64–73; see also internal contingencies
external factors see sociological/external factors
external sources, information, 140, 612
extreme sports, 310
Facebook, 244
facility aesthetics, 194–5, 612
fad product life cycle, 329–30, 612
Fairbend, Rick, 195
family life cycle, 230–1, 232, 612
fan bonding, 282
Fan Cost Index (FCI), MLB, 512, 513–14
fan identification, 201–3, 204, 612; low, medium and high, 202; managerial benefits, 203
fan motivation factors, 181–3, 612
Fantasy Player News (RotoWire.com), 324
Fatheads wall graphics, 320
Favre, Brett, 568
feasibility criterion, 56
Federal Express, 22
Feely, Jay, 561
female fans: fashion choices, 40–1; and National Football League (NFL), 226–7
Fenway Park, Boston, 195
Ferreira, Mauricio, 180
Ferris, Chris (Associate Athletic Director, Pittsburgh University), 23–4
FIFA (Federation Internationale de Football Association), 76, 77, 441, 548; World Cup competition, 194, 309
figure skating, 190
financial analysis, 581–3, 612
Finchem, Tim, 461
Fink, Janet, 384
Fisher, Derek, 128
Fisher Price (toy company), 214
fitness centers, 27
Flesch, Steve, 400
flexibility criterion, 56
flighting schedule, 408–9, 612
flopping, 566
Florida Marlins, 201
focus groups, 113–14, 115, 612
food/concessions, 66
football, 65; versus golf, 247; market segmentation, 224, 225, 231; see also Arena Football League (AFL), US; FIFA (Federation Internationale de Football Association); Independent Women’s Football League (IWFL); National Football League (NFL), US; Union of European Football Association
Foreman, George, 388
Foster, Sir Andrew, 158
fouls, 568
France, 333
franchises, sport, 4, 32, 500, 534
Fraser, Jill, 45n
Frazier, Joe, 387
Frazier, Walt “Clyde,” 73, 562
French, Adam, 363
French, Sande, 329
frequency/frequency distribution, 125, 408, 612
Frequent Friar Club, 410
front-runners, 570
Fuji, 449
Fullerton, Sam, 241
functional-level strategy, 61
Funk, C., 422
future consumption (FC), 580
Fydrich, Mark “The Bird,” 332
game attractiveness, 180–1, 189–97, 203; competitive factors, 189–90; demographic factors, 190, 192, 610; economic factors, 189, 611; facility aesthetics, 194–5, 612; layout accessibility, 196–7, 614; perceived crowding, 196; scoreboard quality, 195–6, 620; seating comfort, 196, 620; sportscape, 192, 193, 194, 622; stadium access, 194, 622; stadium factors, 192, 622
Gandil, Arnold, 562
Garber, Don, 228
Gareau, Jacqueline, 391
garment tags, checking, 289
Garrison, Zina, 329
Gendall, Philip, 448
gender segmentation, 220–1, 224
General Motors (GM), 418
GeneralSports Venue, 327
Gentile, Laura, 222
geodemographic segmentation, 241, 253, 612
geographic segmentation, 236, 253, 612
Georgia Pacific soccer link, 405
Gill, David, 557
Gladden, James, 277
Global Games Market Report (2014), 404
global markets, 17
Global Sports Media Consumption Report, Kantar, 15, 189
Glover, Mark, 341n
Golden Age Games, 217
Golden State Warriors, 69
golf, 177, 232; versus football, 247; golf ball manufacturers, 239–40, 246; product design, 293, 294; see also Woods, Eldrick (“Tiger”)
Gonella, Jason, 68
Goodell, Roger, 13, 220, 392, 569
Goodison, Donna, 341n
goods: definitions, 22, 264, 296, 613; pure, 263–4; quality, 291–3; sporting, 8, 25–7, 595–6, 622; as sports products, 263–8
goods–service continuum, 266, 268
Gordon, Jeff, 388
Gotti, John, 33
Gould, Alan, 400
government reports and documents, 108–9
Grand Central Marketing, 416
Great Depression, 417
Green, Ethan, 542
green marketing, 75
Griffey, Ken, 203
gross national product (GNP), 81
growth: definitions, 613; product life cycle, 319–20; of sponsorship, 8, 433–5, 442–4; sports industry, 12
growth mode, 413
Gruden, Jon, 563
Guggenheim Baseball Management, 32–3
habitual problem solving (routinized problem solving), 143–4, 613
Hall, Derrick, 80
Hanas, Jim, 243
Hansen, Ashia, 158
Harbison, Dan, 558
Harris Interactive Company, 123–4, 182
Hart Research Associates, 127
Harvard University, 6
Hatton, Ricky, 569
Hawkins, Del, 341n
Hayes, Woody, 98
Hayward, Joycelyn, 269
health and fitness services, 593–4
health appeals, 613
health services, 27
heavyweight boxing, 520
Heiman, Stephen, 411, 412, 414, 428
Heineken, 421
Heinz Field, Pittsburgh, 195
Helton, Mike, 392
Henry J. Kaiser Family Foundation, 217, 218–19
Herman, Tim, 394
Hernandez, Keith, 73
Herzog, Jacques, 194
Hidgon, David, 341n
hierarchy of effects, 360–2, 361, 370, 613
hierarchy of needs (Maslow), 148, 615
high school sports participation, 21, 64, 164–5
Hill, Paul, 150
Himmelberg, Michele, 44n
Hispanic Americans, 79, 228, 229, 230
Hmurovich, James, 488
hockey, 361, 416, 567, 568; minor league franchises, 507–8; see also National Hockey League (NHL), US; National Women’s Hockey League; World Hockey Association (WHA)
Hockey News, 407
Hoek, Janet, 448
HOK Sport, 572
Holdsclaw, Chamique, 24
Holland, Cecil, 329
Holyfield, Evander, 520
Homer’s Landing, 231
Hong, JinBae, 146
Hong Kong, 335
Horizon Media, 401
Host Communications, 306
Houston Astrodome, 327
Howard, Dwight, 567
Howard, Ryan, 388
Hueter, Megan, 224
Hui, Sai C., 198
Hurricane Sandy, 249
IBISWorld, 382
ice hockey, 361
idea generation, 312, 338, 560, 613
idle product capacity, 267, 613
IEG (sponsorship-research company), 434, 443
image building, 461–2, 464, 613
immediate consumption (IC), 580
implementation, 447, 543, 544, 586, 613; implementation phase, 51, 52, 613
income objectives, 613
incubation period, creative process, 560
independent variables, 107, 613
Independent Women’s Football League (IWFL), 225
India, 335
Indiana Pacers, 76
influencers, 613
information, 543, 558, 586, 601–2, 613; cost of
information search, 521, 609; sports, 28–30, 622
information search, 140–1, 614
innovations: continuous, 311, 609; definitions, 614; diffusion of, 336–7, 610; discontinuous, 310, 338, 610; dynamically continuous, 310–11, 610
Institute for Public Relations (IPR), 580
integrated marketing communications, 368, 400, 614
intelligence generation/dissemination, 11
Intermedia Advertising Group (IAG), 400
internal (psychological) factors, 144–56, 170; attitudes, 155–6, 607; learning, 153–4, 608, 614, 621; motivation, 146, 147, 148–50, 612, 616; perception, 151–3; personality, 144–6, 160, 234, 617; pricing, 503, 504–15, 533
internal contingencies, 52, 53–62, 86, 87, 614; assessing, 84–5; business level strategy, 60–1; corporate level strategy, 57, 59–60; functional-level strategy, 61; marketing goals, 56–7; mission, 54; operational-level strategy, 61–2; organizational objectives, 55–6; organizational strategies, 57–8; vision, 54; see also external contingencies
internal sources, information, 140, 614
International Cricket Council, 397
international events, 477, 614
International Health, Racquet and Sportsclub Association, 27
International Management Group (IMG), 7, 35–6; IMG College, 84–5, 306; IMG Worldwide, 306; IMG X Sports, 84
International Olympic Committee (IOC), 453, 454, 489
international sports marketing: athlete-endorsed sports products, 271–2; NBA, 236–7; United States vs. United Kingdom, 200; X Games, 333–6
International Tennis Federation, 217, 220
Internet, 232, 243, 322, 404–7, 419; gambling, 188, 325; sites, 64, 603–5
internships, 592
interpretation, 126; selective, 152, 620
introduction phase, product life cycle, 319, 360, 614
Ipsos Public Affairs, 226
IRC Survey Research Group, 192
ITF Super-Senior World Team Championships, 220
iTunes, 323
Iverson, Allen, 24
James, Bill, 564
James, LeBron, 237, 249, 263, 269, 320, 332, 392, 415, 562
Jaworski, Bernard, 44n
Jeffcoat, Michelle, 448
Jeffries-Fox (PR firm), 580
Jessey, David, 459
John Hancock Financial Services, 579
Johnson, Gus, 570
Johnson, Junior, 34
Johnson, Kevin, 128
Johnson, Magic, 8, 33, 59, 128, 263, 332
Johnson, Suzanne, 227
Johnson, Woody, 227
Jordan, Michael, 8, 9, 127, 128, 282, 347, 561, 567, 568
Jordan Brand, 307
journals, 112
Juliard, Pauline, 394
just noticeable difference (JND), 531, 614
Kaefer, Mark, 405
Kahne, Kasey, 480
Kaiser Foundation, 217, 218–19
Kanar Media, 482
Kane, Mary Jo, 385
Kantar, 189–90; Global Sports Media Consumption Report, 15, 189
Kanuk, Leslie, 159
Kendrick, Ken, 69
Kendrick, Scott, 44n
Kent State University Athletic Department, mission and objectives, 54–5
Kermit Washington incident, 565
Kerrigan, Nancy, 391, 564, 585
Kessler, Jeffrey, 501
King, Billy Jean, 223
King, Martin Luther, 126
King, Tom, 462
“K-means clustering” technique, 212–13
knowledge, hierarchy of effects model, 361–2
knowledge accumulation phase, creative process, 559
Ko, Jae, 291
Kodak, 449
Koegel, Warren, 196
Kohli, Ajay K., 44n
Kotler, Philip, 503
Kroger Senior Classic (Champions Tour golf) event, 532
Krzyzewski, Mike, 267
KVA Stainless, 70
lacrosse, 320
Ladies Professional Golf Association (LPGA), 548
LA Dodgers, 417
Landis, Floyd, 248
Lange, Chip, 404
Lardinoit, Thierry, 489
Larson, Kyle, 287
Las Vegas Convention and Visitors Authority, 188
Las Vegas Review Journal, 33
Lavoi, Nicole, 385
Laws of the Game (rules for soccer), 76
layout accessibility, 196–7, 614
Lazaroff, Daniel, 395
leadership: strategic, 547; visible, 556
leagues, 8, 68, 118, 246, 311, 483–5; minor
league franchises, 11, 12; new, 319; professional, 594–5; see also Arena Football League (AFL), US; Major League Baseball (MLB), US; National Football League (NFL), US
learning, 170; behavioral, 153–4; cognitive, 153, 154, 608; defined, 614; social, 153, 154, 621
Lechleiter, John, 488
Lee, Bill, 195
Lehtinen, R., 289
Lehtinen, Uolevi, 289
Lemanski, Philip, 158
Lendl, Ivan, 399
Leonard, Sugar Ray, 332
Leonis, Ted, 69
Lewis, Carl, 570
Lewis, Ray, 352
Lewis, Richard, 157
licensing, 284–9, 614; advantages and disadvantages, 287–8, 297–8
Licensing Letter, The, 25
life stages, 230
lifestyle advertisements, 387, 614
Lifestyle Analysis Report, 235
liking, hierarchy of effects model, 362
Limbaugh, Rush, 564
limited problem solving, 144, 614
Lin, Jeremy, 562
linkage criterion, 57
Local Organizing Committees (LOC), 333
Lochte, Ryan, 571
Lombardi, Vince, 396
Lombardo, John, 341n
London 2012 Olympic Games, 157, 237; ambush marketing, 451–2; Paralympic Games, 458; sponsors, 450–3
Long, Michael, 388
longitudinal studies, 117, 615
Lopez, Rosemary, 251
Loria, Jeffrey, 278
Los Angeles Clippers, 69
Lothery, Karlyn, 329
love and belonging needs, 149, 615
Lowenstein, Douglas, 72
loyalty, 238, 239, 282–4; brand, 277, 281, 608
Luckman, Greg, 352
Lufthansa, 450
Lyberger, Mark, 45n
MacLachlan, James, 353
MacLean, Danielle, 323
macroeconomic elements, 81–2, 615
Madrigal, Robert, 181
Mahar, Frank, 351
Mahar, Matthew T., 341n
Mahoney, Dan, 283
Major League Baseball (MLB), US, 7, 13, 27, 40, 80, 190, 217, 284, 322, 360, 366, 391, 485; contingency framework for strategic sports marketing, 65, 73; digital generation fans, 96–7; experimentation, 117, 118; Fan Cost Index (FCI), 512, 513–14; licensing, 284, 285; market research, 95–7; premiums, use of, 416–17; product line extensions, 307; storm relief, 249–52
Major League Baseball Players Association (MLBPA), 249, 250, 251
Major League Gaming, 72
Major League Lacrosse, 484
Major League Soccer (MLS), 51, 228, 270; mission statement, 515
male fan base, 190
Malone, Meghann, 226
Manning, Peyton, 37, 154, 332, 347, 388
Mantle, Mickey, 7
Manuel, Jerry, 80
March Madness, 65–6, 177, 188, 420, 457
Margaux Matrix, 580
marketing, defined, 615
marketing environment, 63, 615
marketing mix, 52, 55, 532, 615
marketing mix variables, 267–8, 504–7, 591, 615
marketing orientation, 11, 615
marketing principles and processes: applied to sport, 36–9; distribution strategies, 37; exchange process, 38–9; pricing strategies, 37; product strategies, 36–7; promotion strategies, 37–8; sports marketing mix, 36; strategic sports marketing process, 39
marketing research, 93–133, 264, 338–9; choosing design type, 105, 130; data analysis, 124–5; data collection instruments, designing, 118–25, 119, 130, 131; defined, 98, 517, 615; defining problem or opportunity, 99–100, 130; process, 98, 99–118; research design, 105, 130, 620; research objectives, 100, 130, 620; research problem statement, 99, 620; research proposal, 105, 620; samples see samples/sampling; sports marketing research, 98; steps, 130; writing proposal, 105; see also new product development process; sports products; sports products, new
markets: global, 17; participant, 177, 178; spectator, 177, 178
market segmentation, 615; see also segmentation
market selection decisions, 51, 210, 615; see also positioning; segmentation; target markets
Master, Stephen, 45n
Mastercard PayPass, 72
Masters Golf Tournament, 19
match-up hypothesis, 348, 462, 615
mature market, 74, 79; market segmentation, 217; product life cycle, 615
maturity, product life-cycle, 327, 330
Mavericks Surf Contest (2010), 457
Maxwell, Heather, 385
Mayweather, Floyd, 569
McCormack, Mark (IMG founder), 7, 35–6
McCoy, Colt, 351
McDonald, Mark A., 146, 147, 148, 177, 201, 280, 290, 291
McDonald, Ronald, 399
McEnroe, John, 327–9, 331, 399
McEnroe, Patrick, 328
McLaren Health Care, 479
McLoughlin, Peter, 481
McMahon, Vince, 11
McPherson, Ian, 388
McQueary, Mike, 487
measurability criterion, 56, 244–5
Meckelson, Phil, 348
media, 34, 615; coverage of sport, 14–16; mobile, 219; new platforms, 219; nontraditional, 370; online, 219
media decisions/selection, 396–7
medium, 353–4, 370, 616; specific, choosing, 407–8
Menon, Anil, 178
merchandise, sports: arena, 66–7; licensed, 25–6; women’s merchandise, 227
Mertz, Craig, 133n
message characteristics, 353, 616
messages: comparative, 353, 608; one-sided versus two-sided, 386, 616; promotion, 352–3; receivers, 357, 370
Messi, Lionel, 349
Metrodome, Minnesota, 195
Meyer, Urban, 280
Miami Marlins, 185, 277, 278–9
Mickelson, Phil, 24
microeconomic elements, 82–3, 616
Mid-American Conference (MAC), 54
Miller, Bode, 332
Miller, Robert, 411, 412, 414, 428
Milne, George R., 146, 147, 148, 177, 201, 277, 280, 290, 291
Ministry of Community Development, Youth and Sports (MCYS), Singapore, 60
Minnesota Vikings stadium, 114
Mirchin, Matt, 578
mission, 54
MLB see Major League Baseball (MLB), US
MLB Advanced Media, LP (MLBAM), 66, 324
MLS see Major League Soccer (MLS)
model of participant consumption behavior, 137–44, 616; consumer decisions, types, 143–4; evaluation of alternatives, 141–2, 611; extensive (extended) problem solving, 144, 612; habitual problem solving, 143–4, 613; information search, 140–1, 614; limited problem solving, 144, 614; participant decision-making process, 137–40; participation, 142; post-participation evaluation, 618; postparticipation evaluation, 143; problem recognition, 138–40, 618
Molson Goalies program, 416
Money magazine, 192
monitoring strategic thrusts, 576, 577, 578–80, 616
Montag, Sandy, 350
Montana, Joe, 8
Montgomery, Mike, 293
Montreal Impact, MLS, 51
Moody, Sean, 484
Moon, Bo, 322
Moore, Ann, 223
Morgan, Nyjer, 564
Morris, Cassidy, 322
Morris, Philip, 464
Mosaic-Pixel grid (MPG) methodology, 212, 213
Moscow, 309
Mossman, John, 44n
motivation, 56, 146, 147, 148–50, 170, 616; fan
motivation factors, 181–3, 612
Moyer, Brian, 284
Mukasey, Marc, 395
Muret, Don, 341n
Murray, Joanne, 251
Myrtle Beach Pelicans, 61
Nammath, Joe, 8
narrowcasting, 15
NASCAR (National Association for Stock Car Auto Racing) see National Association for Stock Car Auto Racing (NASCAR)
Nashville Predators, 423
National Association for Stock Car Auto Racing (NASCAR), 15, 26, 33, 39, 233, 284; fans, 116–17, 233; licensing, 286–7; NASCAR.com, 65; NASCAR Digital Media, 65; NASCAR SpeedParks, 315, 316; NASCAR Sponsorship Study, 100; spectators, 177, 178; sponsorship, 436; Sprint Cup ticket, 346; Winston Cup, 8, 9, 178
National Association of Sports Commissions, 75
National Basketball Association (NBA), US, 9, 187, 215, 230, 292, 388; All-Star Game, 10; back-to-back games, 47, 48; the Bulls, 48; the Celtics, 47–8; the Heat, 48; international growth, 236–7; the Knicks, 48–9; the Lakers, 47, 48; licensing, 286; the Mavericks, 48; media coverage, 14; NBA 2013 All Star Game, 419; NBA Cares, 230, 424–7; NBA Development League, 426; NBA Entertainment, 10–11; NBA FIT, 426; NBA Philadelphia 76rs, 415; NBA TV, 11; NFL Properties, 485; regular season schedule (2011–12), 47–9; Sacramento Kings, 58; the Thunder, 49; triples, 47, 48
National Basketball Development League (NBDL), 307, 332
National Collegiate Athletic Association (NCAA), 15, 54, 78, 85, 308, 377, 464, 503, 511, 564; Final Four, 478; Men’s Basketball Championship, 65, 66; Native American mascot controversy, 274–5
National Endowment for the Arts, 21
National Federation of State High School Associations, 224
National Football League (NFL), US: agreements, 20; attendance rates, 13; female fans, 220, 226–7; jersey valuations, 401–2; Latinos, 228–30; licensing, 285–6; male fans, 190; NFL Network, 546; NFL Properties, 284, 289; NFLRUSH.com, 216; rules, 183; Super Bowl see Super Bowl
National Football League Players Association (NFLPA), 500, 501, 502
National Hockey League (NHL), US, 9, 13, 183, 365–6, 572; Hockey is for Everyone initiative, 215; New York Islanders, 267
National Lacrosse League, Columbus, 118
National Park stadium, 572
National Sporting Goods Association (NSGA), 135, 331
National Sporting Goods Manufacturers Association, 25
National Women’s Football League (NWFL), 225
National Women’s Hockey League, 319
Natural Resources Defense Council (NRDC), 426
Navratilova, Martina, 388
NBA see National Basketball Association (NBA), US
NBC Sports, 14
NCAA see National Collegiate Athletic Association (NCAA)
Nebraska University, game against San Jose State (2000), 65
needs, hierarchy of (Maslow), 148, 615
Neff, Steve, 462
Negro, Christopher, 239
Neuman, Michael, 403
Nevada, sports wagering, 188
Newall, Cassie, 225
New Balance footwear, 306, 307, 366–7
New England Patriots, 14
New Jersey Nets, 293
New Meadowlands Stadium, New York, 72
New Orleans Saints, 50; Bounty Program, 585
new product category entries, 306–7, 616
new product development process, 311–16, 338, 616; analysis of sports product concept or potential, 312–13; developing sports product, 313–15, 610; idea generation/screening, 312, 338, 560, 613
new product success factors, 315–16
newspapers/journals, sports-specific, 13, 28, 63, 77, 230, 407
new-to-the-world products, 306, 616
New York Athletic Club, 27
New York Islanders (NHL team), 267
New York Yankees, 499
NexTag, 227
NFL Party, 226
NFL Youth Football Fund (YFF), 214
NHL see National Hockey League (NHL), US
NHL Center Ice, 16
NHL-ICE program, 558
Nicholas, Jack, 480
Nichols, B., 44n
Nicolas, Jack, 8
Nike, 55, 70, 114, 223, 239, 313, 376, 377, 392, 419, 463, 484, 485, 486, 491; Dri-FIT performance apparel, 266; NIKE+ FuelBand (innovate wristband), 303–4; and promotion, 349, 350; sports product concepts, 268, 269, 270, 294, 296
Nixon, Richard, 75
noise (interference in communication process), 358, 616
non-price competition, 507, 533, 616
non-probability sampling, 123, 616
NordicTrack exercise equipment, 294
North America: Golf Report table of contents, 110; historical development of sports marketing in, 6–10
NPL Players Association, 500–2
N-score (measurement system), 579
NuMetrex (clothes brand), 69–70
objective and task method, 367, 616
objectives: advertising, 378, 607; competitive, 515, 609; defined, 616; direct, 378, 610; financial, 55–6; income, 613; indirect, 379, 613; organizational, 55–6, 512, 515, 533, 617; promotional, 360, 491, 619; research, 100, 130, 620; sales, 512, 620; sponsorship, 448, 622
O’Donnell, Steve, 392
off-peak periods, stimulating demand in, 267–8
Ogilvy, David, 519
oligopoly, 523
Olympic Games, 6, 15, 17, 24, 150; Beijing 2008, 14, 194, 454; lessons for Rio, 452, 453; London 2012, 157, 237, 450–3; Olympic charter, 451–2
O’Neal, Shaquille, 263, 271, 332
one-on-ones (depth interviews), 112–13
one-sided versus two-sided messages, 386, 616
one-way tables, 125
operant conditioning, 153
operational-level strategy, 61–2
organizational culture, 62, 616
organizational objectives, 55–6, 512, 515, 533, 617
organizational strategies, 53, 57–8, 617
organized sporting events, 21, 617
Orioles, season-ticket holders, 529–30
Orsman, David, 448
Osborn, John, 352
Owens, Jesse, 7
Pace, Tony, 351
Pacquiao, Manny, 568
Palmeiro, Raffy, 271
Palmer, Arnold, 7, 34, 332, 348, 388, 480
Palmer, Carson, 272
Palmer, Jim, 332
Pan American games, 17
Paralympic Games, 458
Parker, Candace, 388
Parmlid, Mikaela, 382
Parseighian, Ara, 422
participant consumption behavior, 136, 166, 170, 617; model see model of participant
consumption behavior
participants: as consumers, 20, 134–74; definitions, 617
participation, 142
partnerships, 32; strategic, 413–14
Passikoff, Robert, 282
Pastore, Donna L., 291
Patrick, Danica, 284, 287, 378, 480, 562
Pauley Pavillion, 197
Payne, Nikita, 225
pay-per-view (PPV) customers, boxing, 520
Pearce, John, 557
Penn State child rape scandal, 487–8, 585
Penn State University, 62
people participation criterion, 57
Pera, Robert J., 69
perceived crowding, 196
perception, 151–3, 170; of value, 521, 617
perceptual maps, 246–7, 253, 617
perishability, 267–8, 297, 617
Perkins, Kendrick, 49
personality, 144–6, 160, 234, 617
personal seat licenses (PSLs), 120
personal selling, 344, 409–10, 414, 427, 617
personal watercraft, 318
Pew Research Center, 199
Phelps, Michael, 565
Philadelphia Blazers, 417
Philadelphia Union, MLS, 51
Phoenix University Stadium, 71
physical environment, 74–5, 87, 617
physical surroundings, 166, 192, 617
Piken, Lisa, 41
Pistons-Knicks basketball game, 237
Pitts, Brenda, 489
Pittsburgh Pirates, 423–4; Bucaroos Kids Club, 505
planning: contingency approaches, 51; planning assumptions control, 575–6, 617; planning phase, 52, 617; promotional, 359, 619
Platinum Rye Entertainment, 351
Platypus Sporting Goods (sports equipment manufacturer), 36
Player, Gary, 480
PlayStation, 72
pleasure of fun appeals, 386, 618
Point-of-Purchase (P-O-P) displays, 420–1, 618
poker, 325
political, legal and regulatory environment, 75–7, 87, 618
Popular Mechanics, 71
Portland Timbers, MLS, 51
Portland Trail Blazers, 558
positioning, 245–9, 253, 618; perceptual maps, 246–7, 253, 617; repositioning, 248–9, 309, 620
post-participation evaluation, 618
postparticipation evaluation, 143
Pound, Richard, 8
Powell, Matt, 366
preference, hierarchy of effects model, 362
Premiership club deals, UK, 403
premium seating, 68
price competition, 507, 533, 618
price increases, 530–1, 534, 618
price reductions, 530–1, 534, 618
PricewaterhouseCoopers, 443
pricing: consumer pricing evaluation process, 519–20, 609; determinants, 503–15; and distribution, 506; dynamic, 529; external factors, 503, 515–23, 533–4; internal factors, 503, 504–15, 533; marketing mix variables, 504–7, 615; non-price competition, 507; price competition, 507; and promotion, 505–6; and technology, 524; and value, 499
pricing strategies, 37
primary data, 112–18, 130; defined, 108, 618; depth interviews, 112–13; experiments, 117–18; focus groups, 113–14, 115, 612; projective techniques, 114, 619; surveys, 114, 117, 211–12, 240, 284; test marketing, 118, 623; see also secondary data
primary reference groups, 162, 618
Pringles, 450
probability sampling, 123–4, 618
problems/problem solving, 560–71; defining problem or opportunity, 99–100, 130; extensive (extended) problem solving, 144, 612; habitual problem solving, 143–4, 613; limited problem solving, 144, 614; problem definition, 99, 618; problem recognition, 138–40, 618; research problem statement, 99, 620
Procter & Gamble (P&G), 360, 476
producers and intermediaries, 32–6, 618; sanctioning bodies, 33–6; sports labor, 32–3
product characteristics, 270, 271, 618
product design, 293–6, 298, 506, 619
product life cycle (PLC), 339, 506; classic, 330, 608; decline stage, 329, 610; fad, 329–30, 612; fantasy sports, 320–6; introduction
phase, 319, 360, 614; length and shape, 329–31; mature market, 327, 615; product level, 331; product type, 331–2; seasonal, 331, 620; selected patterns, 330
product line, 268, 269, 297, 307, 619
product placement, 399
products see sports products
Professional Golf Association (PGA), 33; Champions Tour, 217
professional services, 593
professional warranties, 619
profitability ratios, 582, 619
projective techniques, 114, 619
promotion: arbitrary allocation, 366, 607; athlete marketability, 355–7; communications process, 345–6; competitive parity, 366–7, 609; concepts, 343–74; decoding, 354–5, 370, 610; definitions, 619; encoding, 348–9, 369, 611; endorsements, 349–52; external, 549; feedback, 357–8, 612; hierarchy of effects, 360–2, 370, 613; integrated promotional mix, choosing, 368–9; internal, 549; Internet, 404–7; medium, 353–4, 370, 616; messages, 352–3, 608, 616; noise (interference in communication process), 358, 616; objective and task method, 367, 616; percentage of sales, 367, 617; planning, 359, 619; and pricing, 505–6; pull strategy, 359–60; push strategy, 359; source, 346–8; target markets, 359; see also sales promotion
promotional budgeting, 362–6, 370, 619
promotional mix elements, 375–431, 490, 619; advertising see advertising
promotional objectives, 360, 491, 619
promotional planning, 619
promotion mix elements, 344
promotions, sales, 620
Pro Rodeo Cowboys Association (PRCA), 61
prosperity, 81
psychographic segmentation, 234–5, 253
psychological commitment to team (PCT), 283
publicity, 422
public relations, 421–4, 505, 619
pull strategy, promotion, 359–60, 370
pulsing schedule, 409
purchasers, 476
push strategy, promotion, 359
quality, 289–93; customer-driven, 556; of goods, 291–3; licensing, 289; product design, 295–6; of services, 289–91, 621
quality dimension of goods, 291, 292
quality improvement programs, 553–4
Quester, Pascale, 489
Quest Field, 71
questionnaires, 131; administration method, deciding, 119–20; concise questions, 121; content of questions, 120; double-barreled
questions, avoiding, 121; exact wording of questions, 121; form of response, 121; information requirements, 119; physical characteristics, 122; pretest, 122, 618; question sequence, 121–2; specificity of
questions, 121; technicality of questions, avoiding, 121; unambiguous questions, 121
racial opportunity, case study, 126–30
racial profiling, 570
Radio City Music Hall Stage, 377
RailCats, 94–5, 105, 106, 107, 125
Ranii, David, 341n
Rasmussen, Bill (ESPN founder), 8, 12, 305
rational appeals, versus emotional, 352–3, 611
Rawlings (sports equipment manufacturer), 36
Raykovitz, Jack, 487
Raymond James and Associates, 479
Real Madrid, 32
rebates, 505
Rebilas, Mark J., 383
recall, and advertising, 400
recession, 81
recovery, 81
Reebok, 306, 388, 392, 453, 572–3
Reeves, Marc (international commercial director, NFL), 198–9
reference groups, 160–2, 187, 619; primary, 618
relationship marketing, 409, 459–61, 619
Reliant Stadium, Houston, 72, 74
reports, 126
repositioning, 248–9, 309, 620
research design, 105, 130, 620
researching of companies, 596
research objectives, 100, 130, 620
research problem statement, 99, 620
responsiveness, 11, 290, 298, 620
retailers, 506
retention, selective, 153, 620
retired players, 569
return on investment (ROI), 369, 447
Reynolds, Mike, 30
Richard Petty Driving Experience, 178
Richards, Bill, 341n
Riche, Patrick, 393
Rich Stadium, 8
RiechesBaird (now BrandingBusiness), 11
Rines, Simon, 435
risk, perceived, 141, 617; high-risk sports, 145
Robinson, Brooks, 376
Robinson, David, 128; Doritos Raft, 271
Robinson, Harold, 150
Robinson, Richard, 557
Roddick, Andy, 328
Rodriguez, Alex, 570
Rodriguez, Carlos, 250
Roethlisberger, Ben, 128
roles, 620
Romo, Tony, 566
Roosevelt, Theodore, 6
Roper, Julie, 30
Rorschach test, 114
Rose, Pete, 585
Rosner, Scott, 59
RotoWire.com, 324, 325, 326
Route 2015 (Adidas Business Plan), 349
routinized problem solving see habitual problem solving (routinized problem solving)
Rowell, Jack, 158
Ruiz, Rosie, 391
Russell, JaMarcus, 569
sabermetrics, 564
salaries, 8, 267, 346; ethical considerations, 509–12; salary loss by Armstrong, 393–6
sales: percentage of, 367, 617; strategic
sales promotion, 344, 415–16, 505, 620; advertising, 379–80
samples/sampling, 420; convenience sampling techniques, 123, 609; definitions, 620; design, 122–3; judgment sample, 123, 614; non-probability sampling, 123, 616; probability sampling, 123–4, 618; quota sampling, 123, 619; size of sample, 124
Samson, David, 278
Samueli, Henry, 37
Samuelson, Paul, 82
Sanchez, Mark, 272
Sanderson, Derek, 417
San Diego Padres, 410
San Jose State, game against Nebraska University (2000), 65
Santander, Clément, 44n
Santee, Earl, 67
SAP (software giant), 310
scandals, 391, 575, 577, 585; Penn State child rape scandal, 487–8, 585
Scarborough Sports Marketing, 95, 96
Schaaf, Phil, 45n
Scheindlin, Shira, 292
Scheuring, Steve, 433
Schoenke, Peter, 324, 325, 326
Schultz, Don, 369
scientific advertisements, 387, 620
scoreboard quality, 195–6, 620
Scott, D., 475
seasonal product life cycle, 331, 620
secondary data, 108–12, 130; books, 111; defined, 107–8, 620; government reports and documents, 108–9; journals, 112; trade and industry associations, 110–11; see also primary data
second screening, 365
segmentation: age factors, 213–20; bases, 210, 211, 253; behavioral, 238–9, 253, 608; benefits, 239–40, 253, 608; choosing multi-
segments, 240; defined, 615; demographic, 210–31, 253, 610; easily definable segments, 365; ethnic background, 228, 230, 611; family life cycle, 230–1, 232, 612; gender, 220–1, 224; geodemographic, 241, 253, 612; geographic, 236, 253, 612; psychographic, 234–5, 253; socioeconomic, 232–3, 253, 621
segmenting, targeting and positioning (STP), 210; see also positioning; segmentation; target markets
selective interpretation, 152, 620
self-actualization, 149, 150, 621
self-esteem enhancement, 181–2, 621
sentence completion test, 115
services: definitions, 22, 264, 296, 621; goods–service continuum, 266, 268; health and fitness, 593–4; professional, 593; pure, 266–7, 297; quality, 289–91, 621; as sports products, 263–8
SERVQUAL, 290
Shabelman, Doug, 351
Shadow Box slot cards, 311
Shady Valley Primadonnas, 509, 510
Shallenberger, Frank, 282
Sharapova, Maria, 37, 382, 486
shelf life, 267
Sheuring Speed Sports, 433
Shiffman, Leon, 159
Shipnuck, Alan, 382
sidedness, of messages, 352, 621; one-sided versus two-sided messages, 386, 616
signage, 196, 621; stadium, 397–9, 622
Silva, Anderson, 456
simplified model of consumer–supplier relationship, 18, 621
Simpson, O. J., 585
simulated test market, 118, 621
Singapore Sports Council (SSC), “Vision 2030,” 60
situational factors, 166–9, 170–1, 520, 621; antecedent states, 169, 607; physical
surroundings, 166, 617; social surroundings, 166–7, 621; task definition, 169, 623; time, 167
skateboarding, 331
skating, 246
ski resorts, 532
Slattery, Jennifer, 489
Sleight, Steve, 284
slice-of-life advertisements, 387, 621
Slovenia football, 566
Slusher, John, 350
Small Business Administration (SBA), 109
Smart, Denise T., 178
SMART framework, 56
Smith, Dennis W., 341n
Smith, Emmitt, 73
Smith, Geoffrey, 45n
Smith, Howard, 285
Smith, Jason, 450
Smith, Josh, 47
Smith, Lovie, 129
Smith, Michael D., 44n
Smith, Tubby, 280
Snyder, Daniel, 69
Sochi Games, 14
social class, 160, 161, 232, 621
social competitors, 147
socializing agents, 158–9, 621
social learning, 153, 154, 621
social media, 407
Social Seats, 572
social surroundings, 166–7, 621
socioeconomic segmentation, 232–3, 253, 621
sociological/external factors, 156–66, 621; culture, 156, 158–9; family influences, 162–4, 612; pricing, 503, 515–23, 533–4; reference groups, 160–2, 618, 619; social class, 160, 161, 232, 621
software developers, 321
Soldier Field, 530
Solheim, John, 347
Solo, Hope, 383
Solomon, Michael, 234
Soto, Ivan, 544
source association, 400
sources: definitions, 621; experiential, 141, 611; external, 140, 612; internal, 140, 614; marketing, 140–1; online, 140; personal, 140, 617; promotion, 346–8
Southeast Asia, 335
Southshore RailCats, 94–5, 105, 106, 107, 125
Spartak Stadium, Moscow, 194
spectators: as consumers, 18–19, 175–208; defined, 621
spinning, 330
Spitz, Mark, 332
Spoelstra, Erik, 236
sponsors, 34; as consumers, 21–2
sponsorship, 7–8, 225, 344; budgeting, 465–6, 491, 622; choice of opportunity, 466; corporate CEO involvement, 8–9; defined, 433–4, 622; determining scope, 476–8; direct objectives, 448, 491, 610; evaluation, 475, 488–9, 622; growth, 8, 433–5, 442–4; implementation, 488–9; indirect objectives, 448, 613; measurement (case study), 101–4; objectives, 448, 622; sports, 21, 622; sport sponsorship acquisition, 622
sponsorship programs, 432–96, 622
Sponsorship Research and Strategy (SRS), 100
sport: consumers, 18–22; defined, 10, 622; dimensions, 247, 248; as entertainment, 10–11; extreme sports, 310; marketing principles and processes applied to, 36–9; or league, 483–5; popularity, 180; professional
sports, 21, 619; value to community, 197–8, 204; see also game attractiveness
Sport Business Daily, 13
Sport Business Research, 112
Sport England, 157–8; market segmentation, 211–12
sporting goods, 8, 25–7, 595–6, 622
sporting goods superstores, 37
Sporting News Magazine, 407
sport involved, 622
Sport Media Report, 63
sports associations, 594
Sports Authority, 37
Sports Business Journal, 310
Sports Business Research Network, 109
sports camps/instruction, 28
sportscape, 192, 193, 194, 204, 622
sports equipment manufacturers, 36, 148–9, 622
Sports Event Pyramid, 476, 477, 478, 622
Sports Fan Graph, 243
Sports Illustrated, 28, 77, 407, 408, 416
Sports Illustrated for Women, 223
sports industry, 6–10; growth, 12; structure, 17–18
sports information, 28–30, 622
sports involvement, 150, 199–200, 204, 622
Sports Licensing Report, 25
sports marketing: defined, 5, 622; emergence of, 3–45; historical development in North America, 6–10; international, 200, 236–7, 271–2, 333–6; standardized sports marketing information studies, 109–10
sports marketing ethics: ambush marketing, curbing, 454–6; Armstrong, Lance (as cancer survivor), 390, 394; athlete marketability, 355–7; athlete salaries, 509–12; commercialization of college sports, 308–9; endorsements, 349–52; NCAA Native American mascot controversy, 274–5; Penn State child rape scandal, 487–8, 585; selling of sex, 383–5
sports marketing research, 98
Sports Marketing Research Institute (SMRI), 503
Sports Market Place Directory, The, 16
sport sponsorship acquisition, 475, 622
sports products, 22, 24–7; arena, 25; athletes/athlete-endorsed, 24, 263, 271; benefits, 608; branding see branding; as bundles of benefits, 270; classifying, 268–70, 297; concepts, 261–301; consistency, 266–7; definitions, 262–3, 622; developing, 610; goods as, 263–8; idle product capacity, 267, 613; logo/logotype, 273, 275, 615; management, 302–42; multidimensional nature, 31; new see sports products, new; perishability, 267–8, 297, 617; product characteristics, 270, 271, 618; product design, 293–6, 298, 619; product diffusion process, 265; product form, 331, 619; product life cycle see product life cycle (PLC); product line, 268, 269, 297, 307, 619; product mix, 268, 269, 619; product placement, 399; product quality, 291, 619; product warranties, 293, 619; separability, 268, 621; services as, 263–8; standardization, 266–7, 296, 623; substitute products, 607, 611; tangibility, 266, 623
sports products, new, 304–16; commercialization, 315, 339; concept testing, 312, 313, 314, 339; diffusion of innovations, 336–7, 610; growth stage, 319–20; introduction phase, 319; newness from consumer’s perspective, 309–11, 338; newness from organization’s perspective, 306–7; new product category entries, 306–7, 306–7, 606; new product development process, 311–16, 338, 616; new product screening checklist, 313, 338; new-to-the-world products, 306, 616; product improvements, 307–8; product line extensions, 307, 619; success factors, 315–16; test marketing, 118, 315, 621, 623; types, 305–11
sporttainment, 11
SRDS: The Lifestyle Market Analyst/National
Demographic and Lifestyle, 234
stacking, 421
stadium factors, 192, 204, 622
stadium signage, 376, 397–9, 622
Stadium Wi-Fi packages, 25
standardization, 266–7, 296, 623; standardized
sports marketing information studies, 109–10
standard metropolitan statistical areas
(SMSAs), 241
Stanford University, 274
Stankovich, Christopher, 131
Staples Center, 41
Stargell, Willie, 376
StatBridge, 69
State Farm Insurance, 449
Statistical Abstract of the United States, 108–9, 217
steady scheduling, 408
Stealey, J. W., 32
Stenhouse, Ricky, 287
Stern, Bill, 7
Stern, David, 76, 187, 236, 237, 331
Sternberg, Stuart, 80
steroids, 585
Stevenson, Gary, 350
St. Louis Cardinals, 231, 239, 499, 521
stock car races, 33–4; see also National Association for Stock Car Auto Racing (NASCAR)
Strahan, Michael, 351
strategic control, 574, 587, 623
strategic partnerships, 413–14
strategic selling, 411–14, 623
strategic sports marketing: contingency framework, 50–2; process, 39, 51, 52, 53, 541–90
strategies: business level, 60–1; corporate level, 57, 59–60; differentiation, 60; distribution, 37; functional-level, 61; media, 396–7; operational-level, 61–2; organizational, 53, 57–8, 617; pricing, 37; product, 36–7; promotion, 37–8
StratTix inventory management tool, 69
substitute products: availability, 521, 607; expected price range, 521, 611
suitability criterion, 56
Sultan, Nicolas, 44n
super-agents, 35
Super Bowl, 14, 22, 66, 188, 268, 363, 420, 459, 478; segmentation, 226, 228–9; ticket
scalpers, 523–4; see also National Football League (NFL), US
Super Bowl Sunday, 40
surveys, 114, 117, 240, 284; Sport England, 211–12
Sutton, William, 147, 177, 201, 202, 203, 277, 290, 291
Sweden, 159
Swinand, Paul, 394
SWOT analysis, 84–5, 87, 412, 591
Synder, Matt, 341n
Synergy Sports Technology, 69
Tampa Bay Rays, Tropicana Field, 502–3
tangibility, 266, 296; tangibles, 290, 298, 623
Tanner, Jim, 578
target market considerations, 623
target markets, 241–5, 253, 623; behavioral variation, 245; evaluation, 242–5; measurable, 244–5; numbers, 245; promotion, 359; reachable, 243–4, 456–9; sizable, 242
Taylor, Chuck, 7
Taylor, Robyn, 225
Taylor, Rod, 466
TaylorMade-Adidas Golf, 270
TCF Bank Stadium, Minnesota, 195
Team Slipstream, 248
Teams Sport Report, 73
teams/team sports, 7, 73–4, 481–3; professional, 594–5; sales promotions, 415
technical buying role, 412, 623
technology, 64–73, 67, 524, 623
teenagers, market segmentation, 216–17
television, 7, 217, 363, 560; blackouts, 567; cable, 8, 16; new sports networks, 15
test marketing, 118, 623; simulated test market, 621
Textronics, Inc., 69
Theismann, Joe, 422
Thill, John, 316
3M Company, 571
ticket holders, income levels, 190
“Tiger Recession,” and athlete marketability, 355–7
Tiger Stadium, Louisiana, 195
Tigert, Douglas J., 234
Tillotson, Jeffrey, 394
time: and decision-making, 623; situational factors, 167
titanium woods, 331
Title IX (legislation), 75–6, 222
TMZ, 355
Tomjanovich, Rudy, 565
Top 35
rule, 563
Topps, 27
Toronto Blue Jays, 295
Tortora, Andrea, 45n
total cost, 508
Total Quality Management (TQM), 553, 556, 623
track message delivery, 369
trade and industry associations, 110–11
Trail, Galen, 181
Trans World International (TWI), International
Management Group, 35
triathletes, 150
Tribune Company, 59
Trump, Donald, 561
trustworthiness, 623
Turner, Ted, 8
Turner Sports, 13
Turnkey Intelligence survey, 284
two-way tables, 125
UCLA (University of California, Los Angeles), 197
Ueberroth, Peter, 8
Ultimate Fighting Championship, 221
unawareness, hierarchy of effects model, 361
Under Armour Performance gear, mission, 54, 55
understandability criterion, 56
Union of European Football Association, “Get Active Campaign,” 169
United States Olympic Committee (USOC), 17, 76
Unlawful Internet Gambling Enforcement Act, 325
unstructured conversations (depth interviews), 112–13
Upper Deck, 311
Urban, Jeff, 399
USADA (anti-doping organization), US, 249, 393, 394, 395, 463
USA Today, 16
USTA (governing body of tennis, US), 328
Valdez, Juan, 399
Valdiserri, Roger, 422
VALS (values and lifestyles), 235
values, 159, 171, 624; cultural, 73, 610
Vancouver Canucks, 567
Vancouver Whitecaps FC, MLS, 51
Vancouver Winter Olympic Games, 14
Vaughters, Jonathan, 248
Verducci, Tom, 13
verification, licensing, 289
Via, Greg, 352
Vic Canever Chevrolet, 479
Vick, Michael, 128, 129, 463, 481
video game industry, 72, 311; P90X versus Insanity, 168–90; Shaq Fu, 271
Villalba, Victor, 229
Virginia Slims Tennis, 8
VISA, 449
“Vision 2030,” Singapore Sports Council, 60
Vitale, Dick, 567
Vodafone, 450
VTB Bank, 309
Wakefield, L., 197
Waldman, Suzyn, 561
Wallace, Rasheed, 401
Wal-Mart, 286
Walton, Bill, 360
Wambach, Abby, 385
Wan, Charles, 69
Wann, L., 181
Washington Redskins, 22, 32, 59
Waste Management Open, 461
WatchESPN, 14
water bike, 318
Weatherly, Benji, 484
webcast, of football games, 65
Weber, Jim, 366
websites, 29
Wegman LPGA Championship, 467–75
Wei, Michelle, 24
Weikel, Colby, 43n
Weil, Chris, 403
Weiner, Jay, 133n
Weiner, Michael, 250
Weishaupt, Frank, 363
Wells, William, 234
Whan, Michael, 547
White, Shaun, 348
white-collar occupations, 232
White Sox, 397
Whyte, Keith, 183
Wide World of Sports, 382
Wie, Michelle, 388
Wiese, Mike, 350
Wii, 72
Williams, Billy, 376
Williams, Bob, 389
Williams, Deron, 49
Williams, Gregg, 569
Williams, Serena, 154, 328, 486, 565
Williams, Venus, 154, 328, 486
Wilson (sports equipment manufacturer), 36; product mix, 268, 269
Wilson, Russell, 482
Wilson Six, 307
Wilstein, Steve, 82
Wines by Design (WBD), 285
Winfrey, Oprah, 564
Winston Cup (NASCAR), 8, 9, 178
Women’s Football Alliance, 319
Women’s National Basketball Association (WNBA), 368; Sacramento Monarchs, 58; WNBA Pride, 483
Women’s Sport Foundation, 111
women’s sports, 458
Woods, Eldrick (“Tiger”), 24, 282, 332, 463, 480, 487, 566, 585; and promotion concepts, 346, 350–1, 355; and promotion mix elements, 388, 389–90, 392
World Anti-Doping Agency code, 248
World Hockey Association (WHA), 35, 417
World Wide Web (WWW), 28, 30; sports information on, 16; websites, 29
World Wrestling Entertainment (WWE), 11
Wrigley Field, Chicago, 194, 307
WWE (World Wrestling Entertainment), 11
Wyndham Championship, 444, 446–7
Xavier (team), 575
Xbox, 72
X Games (Extreme Games), 217, 333–4, 462
X-treme Games, 73
Yale University, 6
Yamauchi, Hiroshi, 69
yellow flag, 568
Young, Donald, 328
youthfulness, 73
Zablow, Mark, 351
Zeithaml, Valarie, 290, 298, 499
Zeller, Heather, 227
Ziguana.com (software developer), 321, 322; Ziguana Auto-Pilot, 323
Zikmund, William, 341n
Zimberoff, David, 395
Zinna, Jason, 524
Zoombang protective gear, 319
Zucker, Allan, 578