chapter 3 - the sport consumer
TRANSCRIPT
Sport MarketingChapter 3 BUSI 252Professor Conrad
Socialization
▪ People assimilate and develop skills, knowledge, attitudes and other “equipment” necessary to perform various social roles▪ Two-way interaction between individual and
environment▪ Demands some kind of involvement– Behavioral– Cognitive– Affective
Involvement
Behavioral Involvemen
t• Hands-on
doing• Player• Fan
Cognitive Involvemen
t• Informatio
n• Knowledge
Affective Involvemen
t• Attitudes• Feelings• Emotions
Commitment
Frequency
Duration
Intensity
Willingness to spend• Money• Time• Energy
It’s important for the sport marketer to understand the levels of commitment
and involvement of fans.
WHY??
This is why…
▪ Identifying ways to move the casual consumer up the ladder▪ Nurture the committed consumer▪ Understand factors that influence involvement and commitment–Environmental–Individual
Commitment to a Sport Team Exercisehttp://www.mcc.org.au
http://www.manutd.com
Discussion
▪ If you were the market researcher, what types of personal behaviors or purchase behaviors would you look for to provide evidence that a sport consumer is truly committed to a sport team or organization?
Discussion
▪ Based on the demographic characteristics of consumers, which types of consumers would be likely to attend cricket matches and football games? Explain.▪ Based on the global culture of cricket and football fans, how are the cultures of these two sports similar and different? Include examples of the culture for both types of fans.
Discussion
▪ If you were the market researcher, what types of personal behaviors or purchase behaviors would you look for to provide evidence that a sport consumer is truly committed to a sport team or organization?
Discover Examples of Sport Marketing
Find a company website that practices the marketing of sport
Find a company website that practices the marketing through
sport
Marketing Myopia in Sport
▪ What the heck is “myopia?”
Marketing Myopia in Sport
▪ Product orientation▪ Winning fixes
everything▪ Marketing =
promotions?▪ Not know who all the
competitors really are
▪ Short-term over long-term▪ Crappy research▪ Poor sales and service▪ Arrogance and laziness▪ Lack of flexibility
What Makes Sport Marketing Unique?
Sport Product
▪ Goods, services, ideas, places and people– Playful competition, typically in some game form– A separation from normal space and time– Regulation by special rules– Physically prowess and physical training– Special facilities and special equipment
▪ Provides health, entertainment, sociability or achievement
Sport Product = A Service
▪ Intangibility▪ Perishability▪ Variability▪ Inseparability▪ Experiential▪ Strong personal/emotional connection▪ Little control over core product (the game)
Sport Market
▪ Competition AND cooperation▪ Fans are experts, or so they think▪ Annual life cycle▪ Global appeal▪ Linked to life
Sport Finance & Promotion
▪ Pricing is challenging–Traditional job costing–Total cost to consumer–More than ticket sales
▪ Media can help and hurt▪ Focus on individuals instead of team
Sport Marketing Management
Sport Marketin
g Mix
Product
Price
PlacePromotion
Public Relations
Marketing Planning Process
Vision, Position
and Purpose
Goals & Objectiv
es
Ticket, Sales and
Service
Integrate in Larger
Plan
Implement,
Control and
Evaluate
Step 1 – In the Beginning……
▪ Chapters 3 – 5 ▪ Core Vision▪ Understand the Client (WVWC & individual team)▪ SWOT▪ Competitor Analysis▪ Market Research▪ Understanding the Sport Customer▪ Segmentation/Target Audience
Getting Started
▪ What is the core vision of the WVWC Athletic Department as a whole?▪ What is the core vision of your specific team?▪ What is the history of WVWC athletics?▪ What is the history of your team?– Players– Coaches– Facility changes–Major benefactors–Memorable seasons