Sports Marketing : A Strategic Perspective

by Shank, Matthew

• ISBN13: 9780131440777
• ISBN10: 0131440772
• Edition: 3rd
• Format: Hardcover
• Copyright: 2004-10-01
• Publisher: Prentice Hall

Summary

What makes this Sports Marketing textbook different? Business Perspective Strategic Approach Spotlight on Ethics The Most Current Examples Teaching resources available at www.prenhall.com/shank

Table of Contents

Preface	xix
PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING	1	(92)
Emergence of Sports Marketing	2	(32)
What Is Sports Marketing?	3	(1)
Understanding the Sports Industry	4	(23)
Sport as Entertainment	4	(1)
A Marketing Orientation	5	(1)
Growth of the Sports Industry	6	(3)
Spotlight on International Sports Marketing Can Man U Score in America?	9	(2)
The Structure of the Sports Industry	11	(1)
The Consumers of Sport	12	(4)
The Sports Product	16	(1)
Different Types of Sports Products	17	(5)
The Multidimensional Nature of the Sports Product	22	(1)
Producers and Intermediaries	23	(3)
Sports Marketing Hall of Fame Mark McCormack	26	(1)
Basic Marketing Principles and Processes Applied to Sport	27	(3)
The Sports Marketing Mix	27	(1)
The Exchange Process	28	(1)
The Strategic Sports Marketing Process	29	(1)
Canadiens Targeting Younger Fans with a New Club	30	(1)
Summary	30	(1)
Key Terms	31	(1)
Review Questions	32	(1)
Exercises	32	(1)
Internet Exercises	32	(1)
Endnotes	32	(2)
Contingency Framework for Strategic Sports Marketing	34	(26)
Globetrotters Dribble Out a New Marketing Plan	35	(1)
Contingency Framework for Strategic Sports Marketing	36	(4)
Contingency Approaches	37	(2)
Strategic Sports Marketing Process: The Heart of the Contingency Framework	39	(1)
Planning Phase	40	(8)
Understanding Consumers' Needs	40	(1)
Market Selection Decisions	40	(1)
Spotlight on International Sports Marketing Major League Baseball International: Segmenting the Market Based on Where People Live	41	(4)
Marketing Mix Decisions	45	(3)
Implementation Phase	48	(3)
Organizing	49	(1)
Leadership and Interaction	49	(1)
Resource Acquisition and Allocation	50	(1)
Coordinating and Timing of Activities	50	(1)
Information Management	51	(1)
Control Phase	51	(6)
Measuring Results	51	(1)
Revolving Sponsors a Big Part of Sports	52	(4)
Spotlight on Sports Marketing Ethics Move Toward Athletic Reform Long Overdue	56	(1)
Summary	57	(1)
Key Terms	58	(1)
Review Questions	58	(1)
Exercises	58	(1)
Internet Exercises	59	(1)
Endnotes	59	(1)
External and Internal Contingencies	60	(33)
External Contingencies	60	(15)
Competition	61	(1)
Technology	62	(5)
Cultural and Social Trends	67	(1)
Physical Environment	68	(1)
Political, Legal, and Regulatory Environment	69	(2)
Demographics	71	(1)
The Economy	72	(1)
Monitoring the External Contingencies	73	(2)
Internal Contingencies	75	(8)
Vision and Mission	75	(1)
Organizational Objectives and Marketing Goals	76	(2)
Organizational Strategies	78	(4)
Organizational Culture	82	(1)
Assessing the Internal and External Contingencies: SWOT Analysis	83	(1)
Spotlight on Sports Marketing Ethics Sports Offers a Human Timeout from the Inhumanity	84	(2)
Summary	86	(1)
Key Terms	87	(1)
Review Questions	87	(1)
Exercises	87	(1)
Internet Exercises	88	(1)
Endnotes	88	(2)
Case: Part 1	90	(3)
PART II: PLANNING FOR MARKET SELECTION DECISIONS	93	(122)
Research Tools for Understanding Sports Consumers	94	(31)
Marketing Research in Action: The Albany River Rats	95	(1)
Research Budgets Increase as Leagues Seek Growth	96	(2)
The Marketing Research Process	98	(24)
Defining the Problem or Opportunity	98	(2)
Understanding the Value of Sponsorship	100	(3)
Choosing the Research Design Type	103	(2)
Identifying Data Collection Techniques	105	(1)
Secondary Data	106	(3)
Primary Data	109	(4)
Designing Data Collection Instruments	113	(4)
Designing the Sample	117	(2)
Spotlight on International Sports Marketing Measuring the Impact of Cricket Sponsorship	119	(1)
Data Analysis	120	(1)
Preparing a Final Report	121	(1)
Summary	122	(1)
Key Terms	122	(1)
Review Questions	123	(1)
Exercises	123	(1)
Internet Exercises	124	(1)
Endnotes	124	(1)
Understanding Participants as Consumers	125	(32)
Pilates Craze: It's the Hottest Exercise Trend	126	(1)
Model of Participant Consumption Behavior	127	(8)
Participant Decision-Making Process	127	(1)
Spotlight on International Sports Marketing Howzat? Soccer Kicks Cricket Out as Top Game	128	(6)
Types of Consumer Decisions	134	(1)
Psychological or Internal Factors	135	(10)
Personality	135	(1)
Motivation	136	(4)
Perception	140	(1)
Learning	141	(2)
Attitudes	143	(2)
Sociological or External Factors	145	(8)
Culture	145	(2)
Social Class	147	(1)
Reference Groups	148	(1)
Sports Marketing Hall of Fame The Babe: Babe Didrikson Zaharias	149	(1)
Family	149	(1)
High School Sports Participation Climbs	150	(1)
Situational Factors	150	(3)
Summary	153	(1)
Key Terms	154	(1)
Review Questions	155	(1)
Exercises	155	(1)
Internet Exercises	156	(1)
Endnotes	156	(1)
Understanding Spectators as Consumers	157	(25)
Factors Influencing Attendance	161	(16)
Fan Motivation Factors	161	(2)
Sports Marketing Hall of Fame David Stern	163	(2)
Game Attractiveness	165	(1)
Economic Factors	165	(1)
Competitive Factors	166	(1)
Demographic Factors	166	(1)
Stadium Factors	167	(4)
Value of Sport to the Community	171	(1)
Sports Involvement	171	(1)
Revamped Stadium to Put Fans Close to Action	172	(1)
Fan Identification	173	(2)
Spotlight on International Sports Marketing A Comparative Analysis of Spectator Involvement: United States vs. United Kingdom	175	(2)
Managerial Benefits	177	(1)
Summary	177	(1)
Key Terms	178	(1)
Review Questions	178	(1)
Exercises	179	(1)
Internet Exercises	179	(1)
Endnotes	179	(3)
Segmentation, Targeting, and Positioning	182	(33)
Segmentation	182	(18)
Bases for Segmentation	183	(3)
NBA Scores With Book Publishing Program	186
Teen Market Aim of New NASCAR	182	(7)
History of the NWFA	189	(2)
Leagues Work to Build Diverse Crowds	191	(5)
Spotlight on International Sports Marketing The Internationalization of the NBA Continues	196	(2)
Choosing More Than One Segment	198	(2)
Target Markets	200	(8)
Evaluation of Target Markets	200	(3)
Positioning	203	(4)
Repositioning	207	(1)
Bowlers Look to Change Sport's Image	207	(1)
Summary	208	(1)
Key Terms	208	(1)
Review Questions	208	(1)
Exercises	209	(1)
Internet Exercises	209	(1)
Endnotes	210	(1)
Case: Part II	211	(4)
PART III: PLANNING THE SPORTS MARKETING MIX	215	(226)
Sports Product Concepts	216	(32)
Defining Sports Products	216	(7)
Goods and Services as Sports Products	218	(1)
Classifying Sports Products	218	(5)
Product Characteristics	223	(18)
Spotlight on International Sports Marketing Branded Like Beckham	223	(2)
Branding	225	(1)
Spotlight on Sports Marketing Ethics Debate Over Native American Team Names Still Heated	226	(4)
Selling Losing Programs Never Easy	230	(3)
Sports Marketing Hall of Fame Phil Knight	233	(2)
Licensing	235	(3)
Quality	238	(3)
Product Design	241	(3)
Summary	244	(1)
Key Terms	245	(1)
Review Questions	246	(1)
Exercises	246	(1)
Internet Exercises	246	(1)
Endnotes	246	(2)
Managing Sports Products	248	(29)
New Sports Products	248	(8)
SlamBall: Introducing a New Sports Product	249	(1)
Sports Marketing Hall of Fame Bill Rasmussen	250	(1)
Types of New Products	250	(2)
Spotlight on Sports Marketing Ethics Technology Makes Golf a Brand New Ball Game	252	(4)
The New Product Development Process	256	(6)
Idea Generation	257	(1)
Idea Screening	257	(1)
Analysis of the Sports Product Concept or Potential	257	(2)
Developing the Sports Product	259	(1)
Test Marketing	260	(1)
Commercialization	260	(1)
New Products Success Factors	260	(2)
Product Life Cycle	262	(10)
Introduction	263	(1)
Growth	264	(1)
Maturity	264	(1)
Fantasy Sports Industry Now Over 15 Million	265	(1)
NHRA Lifted from the Pits to Fast Track	266	(1)
Decline	267	(1)
Other Life Cycle Considerations	267	(4)
Spotlight on International Sports Marketing China Newest Frontier for U.S. Pro Sports Leagues	271	(1)
Diffusion of Innovations	272	(1)
Types of Adopters	273	(1)
Summary	273	(1)
Key Terms	274	(1)
Review Questions	274	(1)
Exercises	275	(1)
Internet Exercises	275	(1)
Endnotes	275	(2)
Promotion Concepts	277	(20)
Communications Process	278	(9)
Sports Marketing Hall of Fame Bill Veeck	278	(1)
Source	279	(2)
Encoding	281	(1)
Spotlight on Sports Marketing Ethics Bryant Makes Case Against Idolizing Jocks	282	(1)
Message	282	(1)
Medium	283	(1)
Decoding	284	(1)
Receiver	284	(1)
Feedback	284	(1)
I Got Game	285	(1)
Noise	286	(1)
Promotion Planning	287	(6)
Target Market Considerations	287	(1)
Push Strategy	287	(1)
Pull Strategy	287	(1)
Promotional Objectives	288	(1)
The Hierarchy of Effects	288	(1)
Establishing Promotional Budgets	289	(3)
Choosing an Integrated Promotional Mix	292	(1)
Summary	293	(1)
Key Terms	294	(1)
Review Questions	294	(1)
Exercises	295	(1)
Internet Exercises	295	(1)
Endnotes	295	(2)
Promotion Mix Elements	297	(33)
Advertising	298	(28)
Advertising Objectives	298	(3)
Advertising Budgeting	301	(1)
Creative Decisions	301	(3)
Spotlight on Sports Marketing Ethics LPGA Looks to Put Some Gloss on Image	304	(5)
Media Strategy	309	(3)
Virtual Advertising: Wave of the Future	312	(4)
Media Scheduling	316	(1)
Personal Selling	316	(1)
The Strategic Selling Process	317	(3)
Sales Promotions	320	(4)
Public Relations	324	(2)
Benson & Hedges Masters	326	(1)
Summary	326	(1)
Key Terms	327	(1)
Review Questions	328	(1)
Exercises	328	(1)
Internet Exercises	328	(1)
Endnotes	328	(2)
Sponsorship Programs	330	(35)
Growth of Sponsorship	330	(1)
Brewer Will Be the ``Official Beer Sponsor'' of the U.S. Olympic Team	331	(1)
Designing a Sports Sponsorship Program	332	(28)
Sponsorship Objectives	337	(1)
Awareness	337	(1)
Competition	337	(3)
Spotlight on Sports Marketing Ethics Ambush Marketing	340	(2)
Factors Affecting Corporate Sponsorship of Women's Sport	342	(4)
Sponsorship Budgeting	346	(1)
Spotlight on International Sports Marketing The Cost of Sponsorship	347	(4)
Choosing the Sponsorship Opportunity	351	(5)
Sports Marketing Hall of Fame Tiger Woods	356	(3)
Sponsorship Implementation and Evaluation	359	(1)
Summary	360	(1)
Key Terms	361	(1)
Review Questions	361	(1)
Exercises	362	(1)
Internet Exercises	362	(1)
Endnotes	362	(3)
Distribution Concepts	365	(31)
Spotlight on International Sports Marketing Major League Baseball International	366	(3)
Big-League Baseball Booms in Japan	369	(1)
Basic Distribution Concepts	370	(1)
Intermediary Functions	371	(1)
Types of Channels	372	(11)
The Number and Types of Sports Retailers	374	(1)
Sports Retailing Mix	374	(1)
Profiling the Sports E-Tailing Consumer	375	(3)
Retail Image	378	(4)
Nonstore Retailing	382	(1)
Internet Shopping	382	(1)
Stadium as ``Place''	383	(5)
The Death of a Stadium	384	(1)
Spotlight on Sports Marketing Ethics Publicly Funded Stadiums	385	(3)
Sports Media as Distribution	388	(4)
Sports Marketing Hall of Fame Roone Arledge	389	(2)
The Future of Sports and TV	391	(1)
Summary	392	(1)
Key Terms	393	(1)
Review Questions	393	(1)
Exercises	393	(1)
Internet Exercises	394	(1)
Endnotes	394	(2)
Pricing Concepts	396	(24)
What Is Price?	396	(4)
Racing Pays Price for High Prices	397	(2)
The Value of a Seat	399	(1)
The Determinants of Pricing	400	(17)
Sports Marketing Hall of Fame Pete Rozelle	401	(1)
Internal Factors	402	(4)
Spotlight on Sports Marketing Ethics Astronomical Athlete Salaries: Are They Worth It?	406	(4)
External Factors	410	(1)
Consumer Demand	410	(5)
Economy	415	(1)
Competition	415	(1)
Legal Issues	416	(1)
Technology	416	(1)
Summary	417	(1)
Key Terms	418	(1)
Review Questions	418	(1)
Exercises	418	(1)
Internet Exercises	419	(1)
Endnotes	419	(1)
Pricing Strategies	420	(21)
Differential Pricing Strategy	420	(1)
New Sports Product Pricing Strategy	421	(2)
Spotlight on International Sports Marketing Brazil's Poor Priced Out of Matches	423	(1)
Psychological Pricing Strategies	423	(1)
Product Mix Pricing Strategies	424	(3)
Cost-Based Pricing Strategies	427	(3)
Spotlight on Sports Marketing Ethics Athletic Spending Grows as Academic Funds Dry Up	428	(2)
Price Adjustments	430	(4)
Price Reductions and Increases	430	(2)
Increasing Ticket Prices---In Praise of Ticket Scalping	432	(1)
Price Discounts	433	(1)
Summary	434	(1)
Key Terms	434	(1)
Review Questions	435	(1)
Exercises	435	(1)
Internet Exercises	435	(1)
Endnotes	435	(2)
Case Part III	437	(4)
PART IV: IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS	441	(32)
Implementing and Controlling the Strategic Sports Marketing Process	442	(31)
Spotlight on International Sports Marketing All Set to Muscle In On Moscow	443	(2)
Implementation	445	(14)
XFL: What Went Wrong?	446	(1)
Communication	447	(3)
Sports Marketing Hall of Fame Gary Davidson	450	(1)
Staffing and Skills	450	(2)
Coordination	452	(1)
Rewards	453	(1)
Information	454	(1)
Creativity	455	(2)
Worst Sports Innovations	457	(2)
Budgeting	459	(1)
Control	459	(11)
Planning Assumptions Control	460	(1)
Process Control	461	(7)
Contingency Control	468	(1)
Spotlight on Sports Marketing Ethics Should We Pay Them for Play?	469	(1)
Summary	470	(1)
Key Terms	470	(1)
Review Questions	471	(1)
Exercises	471	(1)
Internet Exercises	471	(1)
Endnotes	472	(1)
Appendix A: Career Opportunities in Sports Marketing	473	(8)
Appendix B: Sports Marketing Sites of Interest on the Internet	481	(4)
Glossary	485	(8)
Photo Credits	493	(2)
Index	495

Excerpts

One of the greatest challenges for sports marketers is trying to keep pace with the ever changing, fast-paced environment of the sports world. Since the first edition of this text was published six years ago, amazing changes have taken place and challenges to sports marketers emerge daily. First, costs have been rising quickly. Athlete salaries continue to escalate. Alex Rodriguez was recently traded to the New York Yankees, who now pay salaries totaling over $107 million to their starting lineup. To pay for this, new stadiums and arenas have been built at a rapid pace. Industry experts estimate that more than $7 billion will be spent on new facilities for professional teams before 2006.Each ticketholder will also pay more to attend the games in these plush new facilities. Ticket prices continue to increase and drive the common fan out of the sport arena. For instance, the average seat at a NBA game doubled from $22.52 in 1991 to $44.68 in 2003. But this may not be the largest problem in sports, as TV ratings continue sinking. NBC's coverage of the 2000 Summer Games drew the lowest ratings for a Summer or Winter Olympics since 1968.The NBA finals ratings fell 38% to a 32 year low. The NCAA men's college basketball title game drew its lowest rating since CBS started airing the event in 1982. Major League Baseball's All-Star game tied for the worst-ratings ever and Fox Sports' telecast of the World Series in 2003 produced the lowest-rated World Series in history. New leagues such as the National Pro Fastpitch continue to emerge, and recently formed leagues like the WUSA, WPBA and the XFL have played their last game.The one constant in this sea of change is the incredible appetite of consumers for sports. We get sports information on the Web, watch sports on network and cable tv, read about sports in the newspaper and sports magazines, talk to friends about sports, purchase sports merchandise, participate in sports, and attend sporting events in record numbers. The sports industry has experienced tremendous growth over the last fifteen year and is currently estimated to be a $350 billion industry in the United States. Moreover, the sports industry is flourishing around the globe. The expansion of the sports industry has triggered a number of important outcomes: More sports related jobs are being created and more students are interested in careers in the sports industry. As student interest grows, demand for programs in sports administration and classes in sports marketing have also heightened.In this book, we will discover the complex and diverse nature of sports marketing. Moreover, a framework will be presented to help explain and organize the strategic sports marketing process. Even if you are not a sports enthusiast, you should become excited about the unique application of marketing principles and processes to the sports industry. Why This Book?Programs and courses in sports marketing are emerging at universities across the country. Surprisingly, few sports marketing textbooks exist and none is written from a strategic marketing perspective. In the first edition of this book, I sought to fill this void. The second edition represented an effort to improve the first edition and capitalize on its strengths. The third edition attempts to continuously improve the content and focus on the current relevant issues in sport marketing. My goals for the third edition are to provide: A framework or conceptual model of the strategic marketing process that can be applied to the sports industry. The contingency framework is presented as a tool for organizing the many elements that influence the strategic sports marketing process and recognizes the unpredictable nature of the sports industry. In addition, the contingency framework allows us to explore complex relationships between the elements of sports marketing. An appreciation for the growing emphasis on the globalization