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Sports Marketing : A Strategic Perspective

ISBN: 9780131440777 | 0131440772
Edition: 3rd
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2005

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SummaryTable of Contents
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

Sports Marketing takes a strategic business perspective, keeping pace with the ever-changing environment of the sports world. Organized around a framework of the strategic marketing process that can be applied to the sports industry, it provides an appreciation for the growing popularity of women's sports... MORE


For Sports Marketing courses offered in Business and/or Sports Administration programs. Keeping pace with the ever-changing environment of the sports world, Matt Shank takes a strategic business perspective and goes behind the scenes of sports marketing. Fully updated with new examples, the third editon is organized around a strategic marketing process framework and gives extensive treatment to understanding consumers as spectators and participants, as well as planning the sports marketing mix (product, price, promotion, and place). Also a popular choice because it offers more teaching resources than any other sports marketing/management textbook.
Prefacexix
PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
1(92)
Emergence of Sports Marketing
2(32)
... MORE3(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 Marketing473(8)
Appendix B: Sports Marketing Sites of Interest on the Internet481(4)
Glossary485(8)
Photo Credits493(2)
Index495

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