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Sports Marketing : A Strategic Perspective

by: Shank, Matthew

Sports Marketing : A Strategic Perspective

by: Shank, Matthew

ISBN 13:
9780131440777
ISBN 10:
0131440772
Edition: 3rd
Format: Hardcover
Copyright: 10/01/2004
Publisher: Prentice Hall
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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

Preface

xix

PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING

(92)

Emergence of Sports Marketing

(32)

What Is Sports Marketing?

(1)

Understanding the Sports Industry

(23)

Sport as Entertainment

(1)

A Marketing Orientation

(1)

Growth of the Sports Industry

(3)

Spotlight on International Sports Marketing Can Man U Score in America?

(2)

The Structure of the Sports Industry

(1)

The Consumers of Sport

(4)

The Sports Product

(1)

Different Types of Sports Products

(5)

The Multidimensional Nature of the Sports Product

(1)

Producers and Intermediaries

(3)

Sports Marketing Hall of Fame Mark McCormack

(1)

Basic Marketing Principles and Processes Applied to Sport

(3)

The Sports Marketing Mix

(1)

The Exchange Process

(1)

The Strategic Sports Marketing Process

(1)

Canadiens Targeting Younger Fans with a New Club

(1)

Summary

(1)

Key Terms

(1)

Review Questions

(1)

Exercises

(1)

Internet Exercises

(1)

Endnotes

(2)

Contingency Framework for Strategic Sports Marketing

(26)

Globetrotters Dribble Out a New Marketing Plan

(1)

Contingency Framework for Strategic Sports Marketing

(4)

Contingency Approaches

(2)

Strategic Sports Marketing Process: The Heart of the Contingency Framework

(1)

Planning Phase

(8)

Understanding Consumers' Needs

(1)

Market Selection Decisions

(1)

Spotlight on International Sports Marketing Major League Baseball International: Segmenting the Market Based on Where People Live

(4)

Marketing Mix Decisions

(3)

Implementation Phase

(3)

Organizing

(1)

Leadership and Interaction

(1)

Resource Acquisition and Allocation

(1)

Coordinating and Timing of Activities

(1)

Information Management

(1)

Control Phase

(6)

Measuring Results

(1)

Revolving Sponsors a Big Part of Sports

(4)

Spotlight on Sports Marketing Ethics Move Toward Athletic Reform Long Overdue

(1)

Summary

(1)

Key Terms

(1)

Review Questions

(1)

Exercises

(1)

Internet Exercises

(1)

Endnotes

(1)

External and Internal Contingencies

(33)

External Contingencies

(15)

Competition

(1)

Technology

(5)

Cultural and Social Trends

(1)

Physical Environment

(1)

Political, Legal, and Regulatory Environment

(2)

Demographics

(1)

The Economy

(1)

Monitoring the External Contingencies

(2)

Internal Contingencies

(8)

Vision and Mission

(1)

Organizational Objectives and Marketing Goals

(2)

Organizational Strategies

(4)

Organizational Culture

(1)

Assessing the Internal and External Contingencies: SWOT Analysis

(1)

Spotlight on Sports Marketing Ethics Sports Offers a Human Timeout from the Inhumanity

(2)

Summary

(1)

Key Terms

(1)

Review Questions

(1)

Exercises

(1)

Internet Exercises

(1)

Endnotes

(2)

Case: Part 1

(3)

PART II: PLANNING FOR MARKET SELECTION DECISIONS

(122)

Research Tools for Understanding Sports Consumers

(31)

Marketing Research in Action: The Albany River Rats

(1)

Research Budgets Increase as Leagues Seek Growth

(2)

The Marketing Research Process

(24)

Defining the Problem or Opportunity

(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

Amazon no longer offers textbook rentals. We do!

Sports Marketing : A Strategic Perspective

Sports Marketing : A Strategic Perspective

9780131440777

0131440772

Summary

Table of Contents

Supplemental Materials

Excerpts

Write a Review

Amazon no longer offers textbook rentals. We do!

Sports Marketing : A Strategic Perspective

Sports Marketing : A Strategic Perspective

9780131440777

0131440772

Summary

Table of Contents

Supplemental Materials

Excerpts

Write a Review

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