Advanced theory and practice in sport marketing part 2

9 COMMUNICATION MANAGEMENT IN SPORT CHAPTER OUTLINE What Is Communication Management in Sport? The Communication Process Sport Organizational Images Sport Promotions Advertising Sponsorship Public Relations Licensing Personal Contact Incentives Atmospherics Sport Promotion Strategies Conclusion CHAPTER OBJECTIVES The reader will be able to: ■ ■ Appreciate the role of communications in the sport marketing process Identify the internal and external elements of organizational image in sport marketing including internal marketing communications, corporate image, logos, and publicity campaigns 199 ■ ■ ■ ■ Understand the various elements of the sport promotion mix, including public relations, licensing, personal contact, incentives, and atmospherics Recognize the incorporation of sport promotion activities with integrated communication plans, event planning, pricing development, and location and distribution strategies Identify the various elements for each of the promotion mix components Know the various indirect (word-of-mouth) and direct (sales) promotional strategies in relationship to positioning, building brand equity, increasing credibility, and enhancing image transfer and association WHAT IS COMMUNICATION MANAGEMENT IN SPORT? Communication management involves the planning, implementing, supervising, evaluation, and modification of the various methods of communication internal and external to a sport organization Effective and efficient communication management is crucial to success in sport marketing because it is the conduit by which information between employees and organizations is exchanged, and ensures that parties have access to the same information Communication management also seeks to created continuity in the decision making process by ensuring that all parties are involved in goals setting and attainment in a coordinated and organized manner The sport marketing professional is involved in a number of roles to make sure that effective and efficient communication takes place throughout the organization in terms of the marketing process These include: ■ ■ ■ ■ ■ Develop organizational communication strategies including the structure of the internal and external communication processes, the goals and objectives of organizational communication, and the policies and procedures to follow related to communication of information regarding the sport organization Plan, implement, manage, and evaluate the flow of information in and out of the sport organization through verbal, written, and online communication methods Manage all sport organizational images in terms of presentation to the public, the media, and the online environment Develop, implement, manage, and evaluate the organizational crisis communication plan Provide training to all staff of the organization about appropriate communication methodology In order to effectively and efficiently manage communication for a sport organization, the sport marketing professional must focus on having a full understanding of three main areas: the communication process, sport organization images, and sport promotions 200 A DVA N C E D T H E O RY A N D P R AC T I C E I N S P O RT M A R K E T I N G THE COMMUNICATION PROCESS Communication is critical to the success of a sport marketing professional Communication helps to establish and maintain relationships with the sport consumer by providing a conduit for listening and reacting to the sport consumer The key components of the communication process are documented below: Source Encoding Message Interference Channel Receiver Decoding Feedback The source starts with an idea of how to communicate information about the sport product or organization As the source continued developing the idea, it is encoded into a message The encoding process involves giving the idea a personality A representation of the idea and the sport entity is created in print, verbal, and/or visual form This representation can range from a simple photograph to the use of sport personalities to endorse the sport product Depending on the choice of representation, the message may be delivered as an autobiographical sketch, a narrative, or a drama The autobiography is where the message about the sport product is directly from the sport entity to the sport consumer The narrative is where a third party (such as an athlete endorsement) tells the sport consumer about the sport product The goal is to entice the sport consumer to be involved with that product as a result of the reputation of the endorser Sport products can also be advertised in a dramatic form, where “characters” act out events in front of an imaginary audience, and the act is reproduced in print, verbal, and/or visual form to persuade the sport consumer to purchase the specific sport product Once the message is encoded, it is then sent through marketing channels to the receiver Marketing channels include many different forms of media, including print, radio, television, and Internet The receiver then decodes the message and provides feedback to the source The goal is to have effective and efficient communication between the source and the receiver Effective communication occurs when the intended meaning of the sender is identical to the interpreted meaning of the receiver One of the major reasons communication is not effective and efficient is due to interference with the process This interference can come from a number of sources, including poor choices in communication channels, poor expression of the message, and environmental distractions C O M M U N I C AT I O N M A N AG E M E N T I N S P O RT 201 SPORT ORGANIZATIONAL IMAGES One of the most significant issues faced by sport marketing professionals in terms of communication management is the sport organization’s image Organizational image is the combination of how the internal organization believes others view the organization, and the beliefs and perceptions the external organization actually has of the organization Based on these beliefs and perceptions, sport consumers either wish to be associated with or avoid the organization It is a major role of the sport marketing professional to control communications to maximize the public image of the sport organization One method used to control the outflow of information from the organization is through internal marketing communications Internal marketing involves the perceptions of individuals from inside an organization about how they view that organization As a result, the sport marketing professional treats individuals within the sport organization as customers, with the goal of using principles of leadership and motivation to help shape the organization’s image Sport marketing professional also seek to control external organizational images, which involves the perceptions of individuals from outside an organization and how they view that sport organization This is a significant challenge because external organizational images seek to control the beliefs and perceptions of potential customers – a challenge that is easier said than done There are a number of methods utilized by sport marketing professionals to articulate the organizational image to external constituencies, including brand image, publicity campaigns, crisis communications, and sport promotions As discussed in Chapter 6, branding and brand image is one of the most powerful external organizational images Branding involves using a name, term, design, symbol, or feature to identify one sport product, service, or organization as being different from another The mixture of attributes can be tangible or intangible, are usually symbolized in a trademark, and if managed properly, creates value and influence for the sport organization Another method utilized to covey external organizational image is the publicity campaign A publicity campaign is the use of communications, activities, and media coverage to convey specific information to a targeted market over a specific period of time The development of this type of focused effort to communicate the sport organization’s image involves a number of steps as listed below: ■ ■ ■ ■ Internal audit: The sport marketing professional must conduct an appraisal of the internal operations and systems of the sport organization to observe and evaluate their efficiency and effectiveness in quality delivery of products and services, appropriate risk management practices, and financial control Identification of weaknesses: Identification of deficiencies within the sport organization and how they will adversely affect the sport organization’s image External research: An investigation of the opportunities and threats may result in a change to the sport organizational image Target audience: The process of determining the best method for getting the sport organization’s image into the minds of specific consumers 202 A DVA N C E D T H E O RY A N D P R AC T I C E I N S P O RT M A R K E T I N G ■ ■ ■ Message structure: Developing a specific communication that has a specific goal, is aimed at a specific group of individuals (target audience), and has a measurable component to determine effectiveness Methods for outreach: A plan of action to communicate the message to the external environment Post-campaign evaluation: An assessment of the overall campaign to determine whether the message was clear, understood, and was a positive influence on the organizational image Also integral to controlling the external organizational image is through crisis communications Crisis communications involve the development of a contingency plan that is based on existing communication resources and operational capabilities, and allow sport marketing professionals to effectively respond to a crisis related to the sport organization This plan is crucial to maintaining a positive organizational image during times of public scrutiny Crises can come in numerous forms for a sport organization, which required the sport marketing professional to forecast potential crisis and have a method of dealing with said crises from a communication point of view This will often include having a plan for articulating the organization’s response to all internal members of the sport organization, a policy for external communication regarding the situation (often by directing inquiries to a designated spokesperson) and a targeted channel for disseminating information regarding the crisis By maintaining control of the information, the sport marketing professional can help to minimize the damage a crisis has on the organizational image of the sport entity The most extensive and significant methods for communicating external organizational image is through sport promotion Sport promotion is defined as the procedure of communicating information about the sport product or service to consumers The sport marketing professional entices consumers to make a purchase by managing the sport promotional mix As a significant part of the sport marketing, because sport promotions is an integral part of the sport marketing mix, the remainder of this chapter will focus on the elements of sport promotions MULLET NIGHT The Manchester Monarchs of the American Hockey League have administered a promotion called “Mullet Night.” Prior to offering this promotion for the first time in 2003, the front office of the organization contemplated numerous promotions to offer during the season According to Jeff Eisenberg, General Manager of the Manchester Monarchs, “The Monarchs have the same goals for other promotions: sell tickets, add value, and build brand While the organization may have slightly different goals for individual promotions … the ultimate goal is to use promotions to get to a sell-out.” The organization’s goals Continued C O M M U N I C AT I O N M A N AG E M E N T I N S P O RT 203 MULLET NIGHT – Continued are not to have promotions on the dates they call “dog dates” – those dates that will be low capacity due to a game being mid-week or on a holiday, or the game is against a non-rival opponent – as the promotion will little to help attendance The Monarchs gauge whether a promotion was successful or not by getting a game that was not going to be a sell-out to reach sell-out The result of this will be that the more sell-outs, the “hotter” the ticket becomes According to Eisenberg, the Manchester Monarchs use promotions to “help keep the Monarchs on the minds of the fans,” and that the promotions are used so “that the fans always have fun.” They this in a number of ways to maintain their visibility in the public eye They begin this by being “promotion heavy” during first 20 games, which is traditionally the time of year where fans are not thinking about hockey yet – especially with the Major League Baseball post-season and the National Football League being in mid-season As Jeff Eisenberg stated, “The goal with every promotion is to ‘under promise and over deliver,’ as this will enhance the experience of the fans, entice them to come back, and promote the team further through word of mouth.” To measure the success of the “Mullet Night” promotion, the Monarchs had three key benchmarks The first would be an increase of ticket sales Second is if the promotion enhanced the game experience Finally, did the promotion create brand awareness and exposure, both before and after the event? In pre-event planning, the Manchester Monarchs felt that the promotion had a chance of success for a number of reasons “Mullet Night” was unique, as it had never been done before by anyone The number of people anticipated to participate in the promotion would be large (5000 wigs were to be given out) Not only is the hair style funny, but it also has a cult following in hockey Finally, and most importantly, the promotion was geared to “make fun of themselves,” hence not taking themselves too seriously For a promotion to work, the front office staff of the Manchester Monarchs had to get information out about the event This was accomplished in a number of ways, including involving the media (including the largest radio and television media outlets in the state) by providing the media with material to “pre-sell.” They also promoted a contest for the best mullet, and hyped the event as “a part of the American lifestyle …” The first year, the event was a tremendous success Why? According to Jeff Eisenberg, General Manager of the team, there were a number of reasons: ■ ■ ■ ■ ■ 204 Putting hair on people (5000) is funny Players wore the hair during warm-ups Kids wore the hair the entire game There was a subculture that appeared at the game – people made their own T-shirts, wore fake teeth (ugly green teeth, buck teeth) The interviews conducted brought people into it – they became part of it They took the interviews “seriously” and gave appropriate answers A DVA N C E D T H E O RY A N D P R AC T I C E I N S P O RT M A R K E T I N G MULLET NIGHT – Continued ■ ■ ■ ■ ■ ■ They were able to get Barry Melrose involved, which gave the event credibility – he is a hockey icon, the “hockey guy” on ESPN – this also helped to get in on ESPN “It was still funny in the third period.” A certain “mood” had been created from the pre-event publicity “You could feel the excitement.” Fans were the ones who made the event so successful Security wore mullets Hall of Fame made it even more of an event – where famous people who had real-life mullet were “inducted” into the Mullet Hall of Fame In the case of “Mullet Night,” all three benchmarks were achieved, and after years the promotion exited in a “big” way, especially in the area of brand awareness and exposure The promotion received coverage on ESPN (courtesy of Barry Melrose), CNN, TNN, and Hockey Night in Canada In addition, over 80 local television and radio affiliates ran the story Charlie Sherman, the Sport Director for WMUR TV in Manchester, New Hampshire, was critical in getting national exposure Before the game was complete, Sherman went to the office and edited highlights, uploaded it to the satellite, and sent the corresponding satellite numbers for the networks to download This allowed all media outlets to download footage and put it on TV While the first mullet night received a short mention the first year and the second mullet night received approximately minutes of coverage on ESPN In expanding their reach nationally, the Los Angeles Times (the home city of the parent organization, the Los Angeles Kings) ran an article on the second page of the sports section that discussed the event According to Eisenberg, “It was great to have the exposure in Los Angeles with the parent company, as it adds credibility to the Monarch’s organization.” From a local perspective, this exposure was well received and accepted by sponsors and fans The ticket was the “hottest” ticket in town, with season ticket holders being “proud” to have a ticket to the game The post-game coverage added to the “allure” of the event Source: Adapted from Schwarz, E C and D Blais (2005) How to get a minor league promotion major league publicity In Where Sport Marketing Theory Meets Practice: Selected Papers from the Second Annual Conference of the Sport Marketing Association, edited by B G Pitts, pp 227–230 Morgantown, WV: Fitness Information Technology Suggested Discussion Topics Is it ethical to use promotional techniques that might be deemed derogatory to a subcultural group? Why or why not? Outside of specific promotions, one of the major ethical issues currently being dealt with in college athletics is the use of Native American names Continued C O M M U N I C AT I O N M A N AG E M E N T I N S P O RT 205 MULLET NIGHT – Continued as the namesake of their athletic teams (such as the Florida State Seminoles, the North Dakota Fighting Sioux, and the Utah Utes) You are the Director of Marketing for an athletic department whose team has a Native American name You have two choices – prove to the NCAA that the use of the name is not derogatory; or start a plan for changing the name of the school’s teams In the interest of time, cost, and notoriety – you choose the first option Outline the marketing efforts that will ensure that the Native American name is treated and used with respect, and is acceptable to all parties (the school, the NCAA, and the Native American community) SPORT PROMOTIONS The elements of sport promotions (also known as the sport promotional mix) include advertising, sponsorship, public relations, licensing, personal contact, incentives, and atmospherics Advertising involves paid, non-personal communications about a sport product or service through the print, broadcast, or electronic media that are designed to attract public attention and subsequent purchase In sport marketing, advertising may include broadcast commercials, direct mailings, facility signage, and manufactured media Sponsorship refers to the relationship between a corporation and a sport organization as a tool to develop brand image and customer loyalty as a result of the association Public relations is the collection of activities, communications, and media coverage that convey who the sport organization is and what they have to offer, all in the effort to enhance their image and prestige Licensing is one of the fastest growing components of sport promotions, and involves the creation of a strategic alliance in which the manufacturer of a sport product gives permission to a second party to manufacture that product in return for specific royalties or payments Personal contact involves one-on-one communication between a representative of the sport organization and the sport consumer that should result in achieving promotional objectives ranging from providing information about products and services, to generating sales Incentives are the benefits or reduced costs that are offered to motivate a sport consumer to purchase the specified sport product or service Atmospherics utilizes the design of visual communications in an environment, such as lighting, colors, music, to entice the sport consumer’s perceptual and emotional responses to purchase the sport product or service There are a number of generalizations that can be made about promotion Promotions temporarily increase sales substantially; promotion in one product category affect sales of brands in complementary and competitive categories; and promotions can result in increased traffic Most of the generalizations are true; however, it is important to understand how to utilize these elements in order to ensure that the results are longer lasting, and lead to maintaining current and attracting new customers 206 A DVA N C E D T H E O RY A N D P R AC T I C E I N S P O RT M A R K E T I N G Advertising Advertising is one of the primary elements of the promotional mix It is the process of attracting public attention to a sport product or sport business through paid announcements in the print, broadcast, or electronic media Sport advertising is the communication process utilized most often in sport marketing – sending paid messages through communication channels to the sport consumer with the goal of persuading them to make a purchase There are three distinctions within advertising: advertisements, advertising campaigns, and integrated brand promotion (IBP) Advertisements are paid public announcements about a product or service through the print, broadcast, or electronic media that are designed to attract public attention and subsequent purchase Advertising campaigns are a series of advertisement messages with a single mission and theme that are promoted through a variety of media options during a specified time frame IBP is the use of multiple promotional tools in a coordinated manner to build and maintain overall awareness, identify, and preference for sport products, services, and the associated brands These methods, to be discussed in detail throughout the chapter, are crucial to getting the message out to the target audience As a result, understanding the basic communication process is a natural first step in understanding the entire advertising process Sponsorship Sport sponsorship involves acquiring the rights to be affiliated with a sport product or event in order to obtain benefits from that association Sport sponsorship is another significant element of the promotional mix as the main goal is to promote a product or service through a third party (sport product or event) Sport sponsorship is seen at multiple levels within the sport business landscape, including with governing bodies, teams, athletes, facilities, events, and the broadcast media Through the articulation of corporate and brand goals, the sport marketing professional creates various criteria for sport sponsorship, and then utilizes that criteria to choose the companies the sport organization should partner with The sport marketing professional is involved at all levels from developing sport sponsorship packages to engaging in sponsorship negotiations Public Relations In sport marketing, this element of promotions is so significant it is broken out into the fifth “P” of the sport marketing mix, and often referred to as publicity Publicity focuses on the use of unpaid, non-personal promotion of a sport product or service through a third party that publishes print media or presents information through radio, television, or the Internet The goal of any good publicity is that it is viewed as coming from an unbiased, neutral source As a sport marketing professional, understanding and utilizing public relations is critical to success, as it is the management function that helps to evaluate public C O M M U N I C AT I O N M A N AG E M E N T I N S P O RT 207 attitudes, articulate policies and procedures of an organization that may be of public interest, and execute programs of action to acquire public understanding and approval Three aspects of public relations utilized in sport marketing efforts are media relations, sports information, and sport journalism Media Relations Media relations is the activity that involves working directly with individuals responsible for the production of mass media including news, features, public service announcements, and sponsored programming Effective media relations maximize coverage and placement of messages and information in the mass media without paying for it directly through advertising Most media relations activities are designed to get free media coverage for programs and issues The major advantage of this effort is in the appearance of neutrality There is usually a significant level of cynicism toward paid advertising because it is viewed as a first person account of a message Publicity through media outlets are viewed as second-party accounts, and therefore viewed in a more positive light Getting free media coverage is not easy because there is a lot of competition for limited amount of air time or print space Therefore, in order to entice the media to cover your story, event, product, or service, it is imperative that the sport marketing department in coordination with the communications department cover the issues fully, and present an attractive and complete picture of what needs to be covered This will entice the media to be more receptive to coverage, mainly because of the less work they must put into print or broadcast the information However, it is important that the organization will have no control of the end result of the publicity – it is all in the hands of the media outlet If your message is not clear to the media, they may interpret their own meaning, and this may result in the intent of the organizational message to become blurred or skewed From the internal sport organization, the sport marketing professional and/or separate sport media relations coordinator must provide to the mass media information that maximize the communication of ideas, images, and information that supports the philosophy, mission, and vision of the sport organization At the same time, they seek to minimize the negative or incorrect impressions of the sport organization that appear in the mass media While the latter is more difficult to control, building awareness through maximizing communication efforts is key to the successful integration of internal media relations efforts and external mass media production This is most easily accomplished by knowing what the mass media is looking to cover and assisting the mass media present all information as clearly and fairly as possible The best media relations pieces include the following: ■ ■ Different, expanded, or new information about the organization or a product/ service The KISS (keep it simple, stupid) principle – state information in a simple and clear format that will be interesting to the reader 208 A DVA N C E D T H E O RY A N D P R AC T I C E I N S P O RT M A R K E T I N G INDEX A ABC (American Broadcasting Company), 209, 243, 251, 346 Accenture, 248 Accounting Information System, 75 Acculturation, 101 Achievement, 94, 213 Activity quota, 160 Adaptation, 338 Adidas, 67, 111, 186–187, 246 Adopters early adopters, 124 early majority, 124–125 innovators, 124 laggards, 125 late majority, 125 Adoption process, 122 stages, 124 Advanced ticket sales, 168–169 Advertising, 29, 54, 118, 139–140, 144, 173, 206, 207, 208, 221, 222–224, 324 advertisements, 207, 226, 235 and commercials creation, 236 advertising campaigns, 207 ambush marketing, 232–233 case study, 233–234 business ethics, 230 and consumer behavior, 235 comparisons, 230 and image, 226–227 integrated brand promotion, 207, 236–237 offensive marketing, shock treatment, case study, 231–232 social, ethical, regulatory aspects, 227–230 strategy, 231, 236 teams and retail businesses, 224–226 Affect Referral Decision Rule, 115 Affective factors, 95, 107 Affiliation, 94 Africa, 286, 351–352 Aftermarketing, 169 After sale service, 166–167 Agassi, Andre, 252 Age, 6, 99 Aggregate marketing factors, 136 Agreements, of sponsorship advanced research role 429 Agreements, of sponsorship (Cont) prospecting process, 260–261 sponsors need, determination, 261 components identification, 259–260 effectiveness evaluation, 266–267 opportunities, selling, 263–266 corporate decision-making process, 264 deal closing, 265–266 managing sponsorship, 266 modification, 265 presentation, 265 proposals development, 261–263 compatibility, 262–263 exposure, 263 goals and objectives, 262 sport organization characteristics, 262 Aldila, 283 Alternative dispute resolution, 265 challenges, 339–341 success, 341–342 Alternative sports, 30–31, 345 culture and lifestyle impact, 374–377 Ambush marketing, 253–256 in advertising, 232–234 ambiguous infringements, 253 in Australia, case study, 254–256 ethics, 253 flagrant infringements, 253 American Express, 232, 248 Amotivation, 106 Analysis of variance (ANOVA), 65 Analytical Skills, 158–159 Anheuser-Busch, 244, 246 Anonymity, 59, 60 Antiquity, 242 Apprenticeship See Practicum Arbitration, 339 Arbitrator, 339 Asia, 225, 286, 346, 349–350 Asics, 67 Associative Statistics, 65 Athlete endorsement, 248 Athlete sponsorship, 248 Athletics, 171 Atmospherics, 206, 213–214, 217 Attitudes, of sport consumer attribution theory, 96 formation and changes, 95 functions, 95–96 430 INDEX Attitude-toward-the-ad model, 95 Attribution theory, 96 Australia, 213, 254–255, 348, 351 Avalanche marketing See Viral marketing Avaya, 246 Awareness, 214 B Backorders, 188 Bait Advertising, 230 Balanced Sourcing, 180, 181 Bandwidth, 314 Bank of America, 72, 73, 244 Barkley, Charles, 252 Baseball, 4, 243, 252, 306, 373, 376 Basketball, 6, 177, 248, 373, 379 Behavioral Incentives, 213 Behavioral learning theories, 95, 107 classical conditioning, 92 operant conditioning, 93 Benchmark, 160, 187 Benefit selling, 169 Best-case scenario, 11 Billiards, 283 BMX racing, 373 Bonham, Dean, 268 Boston Red Sox, 20, 76, 99, 211, 249 Bowl Championship Series games 2005, 251 Brand architecture, 365 Brand loyalty, 226 Brand management, 366–367 Branded branding structure, 365 Branding, 148, 202, 217, 222–223, 226, 256–259, 323, 365, 366 process, 223, 366 Broadcast and media sponsorship, 248–250, 263 Brokering sites, 313 Brunswick, 283 Buick, 248 Burger King, 139, 246 Business, 4–5, 141 customs, 337–339 ethics, 137 in advertising, 230 Business-to-Business (B2B), 182, 311–312, 329 Business-to-Consumer (B2C), 312, 329 Buying power index (BPI), 293 Buying process, in sport sales organization, 161–162 Buzz marketing See Viral marketing C Case study analyses, 48 Catalog orders, 303 Category attractiveness analysis, 136 Category management, 280 Causal research, 47 Causal sources of information secret shopping, 50 test marketing, 50 Celebrity endorsers, 252 Center of Gravity Approach, 339 Central and South America, 348–349 Central Illinois Collegiate League (CICL), 134 Central location telephone interview, 53 Champion, 187 Channel relationships, 280 Cheriton, Pamela, 127 Chi-square test, 65 Children’s Advertising Review Unit (CARU), 228 Classical antiquity, 242 Classical conditioning, 92–93 Classification units, 299 Click Streams, 314 Closed display, 303 Closed-ended questions, 55–56 Cluster sampling, 62 Cobb, Ty, 252 Coca-Cola, 139, 233, 234, 244, 246 Cognitive abilities, 6, 84, 95, 107, 108, 111, 121 Cognitive learning theories, 93–94 Collective mark, 150, 151 Comcast, 249 Commerce, 322 Commercials and advertisements creation in advertising, 236 Commitment, 107, 115 Commitment purchases, 115 Commonwealth Games, 244 Communication, 322 and corporate decision-making process, 264 method, 163–164 non-verbal, 163 verbal, 163 multi-step flow model, 120 two-step flow model, 120 Communication management, 199 Mullet Night, case study, 203–206 organizational image, 202 process, 201 sport promotions, 206–214 strategies, 214–216 Communication skills, 158 Community, 322 Community relations, 29, 211 Compadre Club, 367 Company, 9–10 Comparative reference group, 101 Compensatory decision rule, 115 Competition, 10, 300, 335, 355 Competitive advantage, Competitive set, 135–136 Competitive sourcing, 178, 179 Competitor-oriented pricing, 301 Computer-administered surveys, 53–54 Computer-assisted telephone interviews (CATI), 54 Computer networks, 312, 313 Concentrated sport marketing, 283 Concentrated strategy, 223 Confidentiality, 59 Conjunctive decision rule, 115 Connection, 322–323 Consumer, 5–6 delivering, 8–9 positioning, segmentation, product benefits, product usage, state of being, state of mind, targeting, 7–8 Consumer behavior, 90 adoption process, 124–125 and advertising, 235 attitudes, formation and changes, 95–96 China, consumer influences in, case study, 116–119 cross-culture, 101 culture, 99–100 decision making, 107–108, 111–116 diffusion process, 123 fixated sport consumer, 91 Freudian theory, 91 INDEX 431 Consumer behavior, (Cont) Good Corporate Citizenship, case study, 103–105 learning process, 92–94 marketing concept, 106–107 materialistic sport consumer, 91 motivation process, 94 opinion leadership, 119–120 effectiveness measurement, 122 viral marketing, 121–122 perceptions, of sport product, 97–98 personality, 90–91 problem solving, 107, 108–111 social setting, 101–102 subculture, 100 Consumer fieldwork, 100 Consumer Goods Pricing Act, 300 Consumer-based integration, 214 Consumer-to-Business (C2B), 312, 329 Consumer-to-Consumer (C2C), 312, 329 Contact and pitch, 164–165 Content analysis, 100, 323–324 Context, 322 Continental, 246 Continuous inventory See Perpetual inventory systems Convenience sampling, 62–63 Conversion rates, 327 Cookies, 229 Coordinated integration, of sport promotion strategy, 214 Copyright, 149–150 Cormier, Mandy, 304–306 Corporate and brand goals, 256–257 Correlation coefficient, 65 Cost accounting method, 298 Cost advantage, Cost management, 181–182 Courtyard by Marriott, 250 Creative brief, 236 Cricket, 352 Cricket World Cup, 233, 352 Crisis communications, 203 Cross-business integration, 309–310 Cross-culture, 101 Cross-impact analysis, 82 Cross-sectional studies, 49 Cross-tabulations, 65 Culture, 99–100, 336–342, 374 formal learning, 99 incidental learning, 99–100 432 INDEX informal learning, 99 and marketplace, relationship, 336–342 alternative dispute resolution, 339–342 business customs, 337–339 understanding and assessing cultures, 337 qualitative measurement, 100 technical learning, 100 Customary pricing, 301 Customer perks, 279–280 Customer satisfaction levels, 279 Customer service, 23, 76, 166, 177, 278–279, 315 Customer space, 302 Customization, 323 D DaimlerChrysler, 244 Data collection forms, 55 measure responses characteristics, 56–57 questionnaire development process, 57–61 response formats, for questions, 55–56 Data examination and drawing conclusions associative analysis, 65 descriptive analysis, 63 difference analysis, 64–65 inferential analysis, 64 predictive analysis, 65 Data mining of transactional data, 78–79 RFM analysis, 79 Data storage capacity, 314 Database management, 169, 292 De Grandpre, Marc, 380 Decathlon, 274, 289, 299 Decision making actual purchase, 115 decision variables and external influences, 116 goals, 111–112 post-purchase evaluation, 115–116 pre-purchase decision making alternatives evaluation, 114–115 information search, 113–114 problem and need recognition, 113 Decision support system (DSS), 75, 83–84 key factors, 84 cognitive abilities, 84 time pressures, 84 Decline stage, 144, 151–152, 289 Delivery, in marketing, 8–9, 14, 164–165, 166, 186–187, 194, 214 Dell, 250 Demand-oriented pricing, 301 Demographics, 27–28, 99, 291, 293, 314 Descriptive research, 47 Descriptive sources of information cross-sectional studies, 49 longitudinal studies, 49–50 Descriptive Statistics, 63 Deutsche Bahn AG, 246 Deutsche Telekom, 246 DHL, 185, 352 Dichotomous, 55–56 Dick’s Sporting Goods, 274, 280, 284, 290 Difference analysis, 64–65 Differentiated sport marketing, 283 Differentiated strategy, 223–224 Differentiation, 23, 223, 283 of sport product and service, 147–150 Differentiation advantage, Diffusion process, 122 Direct marketing, 237 Direct promotional strategy, 215, 217 Direct sport marketing, 167–168 Diversification, 290–291 Dollar vs unit sales, 160 Dollar-control process, 298 Domestic sport, 334, 335, 347 Downward integration, 309 Drive, 94 Drop-off surveys, 52 E “E”, 308 E-Business, 180, 307 definition, 318 downward integration, 309 ethics, case study, 316–318 horizontal integration, 308 lateral integration, 309 vertical integration, 309 E-business and e-commerce B2B, 311–312 B2C, 312 business development, 321–322 C2B, 312 C2C, 312 consumer relations, 322–323 digital technologies, utilized, 312–313 ethics, 315–316 integrated sport communications, 323 location size, 314 market opportunities, 319–320 marketing metrics, 326–327 placement, 314 presentation, 315 strategic e-management, 327–328 E-commerce, 307, 309–311 direct sport marketing, case study, 324–326 E-Procurement, 313 Eastern Mountain Sports, 283 Ego, 91, 95 80/20 rule See Pareto principle Ekecheiria, 242 Elasticity of demand, 300 Elective coursework, 377–378 internship, 378 practicum, 378 Electronic arts, 248, 365 Electronic data interchange (EDI), 179, 292 Electronic means delivery, 186–188 Electronic sales, 167 Emirates, 246 Endorsed branding structure, 365 Endorsements, 216, 248 Energie Baden-Württemberg AG (EnBW), 246 English Premier League Club, 368 Ensemble display, 303 Enterprise marketing management, 364–365 brand experience, owning, 366 elective coursework, 377–378 field experiences, 378–379 global sport marketing, case study, 368–372 sport brand architecture, 365 sport consumer experiences management (SCEM) alternative sports, 374–377 INDEX 433 Enterprise marketing management, (Cont) traditional sports, 373–374 sport consumer relationship management (SCRM), 366–372 Escalator concept, 24–26, 64, 169 ESPN, 30, 144, 205, 209, 249, 346, 360, 365 Ethical behavior, 355, 383 Ethical management, 138 Ethics, 85, 103–105, 137–140, 230–232, 253–256; 257–259, 286–288, 315–318, 338, 353–357, 383 in sales management, 170–172 Europe, 348, 349 European Premier League Clubs, 225 Event sponsorship, 251 Evoked set, 115 Exclusivity, 245 Experience surveys, 49 Experiential learning, 113, 377 Experimentation, 47, 109 Exploratory Research, 46, 66, 70 Exploratory sources of information, 47–49 case study analyses, 48 experience surveys, 49 focus groups, 48–49 projective techniques, 49 secondary data analysis, 47–48 Extensive-Random studies, 48 Extensive-Standard studies, 48 External organizational image, 202, 203 Extrinsic motivation, 106 F Facility sponsorship, 250–251 Factual knowledge, 337 Family decision-making process, 102 Federal Trade Commission Act, 300 FedEx, 28, 169, 185, 187, 211, 244, 268 FIFA World Cup 2002, 233 FIFA World Cup 2006, 244, 368 FIFA World Cup 2010, 351 Financial integrity, merchandising accounting methodologies, 298 inventory control, 297 monetary outflows, control, 298–299 Financial objectives, 142 Financial quota, 160 Focus Groups, 48–49, 103, 122, 267 434 INDEX Football, 26, 36, 93, 172, 209, 373, 381 Ford Motor, 244 Formal scanning, 81 Franchising, 285 Freeman Spogli, 187 Frequency distribution, 63 Frequent flyer program, 367 Friederich, Mark, 87–88 Fujifilm, 246 Full market coverage, 224 Functional integration, 214 Fuse Integrated Sports Marketing, 375 Fédération Internationale de Football Association (FIFA), 234, 245, 246, 372 G Galyan’s Trading Company, 290 Gart Sports Company, 290 Gatorade, 16, 213, 214, 248, 252 Gear.com, 187 Gender, 99, 140, 231, 278 General Motors, 16, 244 Geographic location, 6, 62, 99 Gifting, 114 Gillette, 246 Global sport, 334 Global sport marketing, 332, 368–372 strategy, 357–358 Golf, 4, 73, 145, 152, 153, 211, 226, 248, 251, 280, 285, 289 Goodness of fit test See Chi-square test Goods vs service retailers, 280–281 Government, 313, 339, 352 pricing strategy, 300 Graduated lease, 294 Grouping of contacts approach, 339 Growth stage, 143, 151, 288–289 Guarantees and warranties, in advertising, 230 Guerilla marketing H Hamburg-Mannheimer Versicherung, 246 Heavy users, 26, 64 High-analytical decision makers, 84 Hits, 327 Hockey, 8, 136, 195, 203, 204, 381 Horizontal integration, 308 Horizontal price fixing, 300 Human resource management, 281, 295 Hyperlinks, 313, 314 Hypothesis testing, 64 Hyundai, 246 I Ice break concept, 381 Ice hockey, 184 Id, 91 Ideal self, 91 Image integration, 214 Impression, 8, 46, 97, 165, 216, 227, 265, 302, 327 Incentives, 59, 106, 159, 206, 217 behavioral incentives, 213 price-based incentives, 212 sales incentives, 212–213 Indirect consumers, 25 Indirect promotional strategy, 215, 217 Indirect reference group, 101 Individualization, 310, 316, 329 Inert set, 115 Inferential statistics, 64 Infomediaries, 313 Informal scanning, 81 Information systems, 74 ethics, All-Star voting, case study, 85 internal reports system, 75–79 sport marketing decision support system (DSS), 83–84 sport marketing intelligence system, 79–81 scanning, environment, 81–83 value, 86 Infrequent foreign sport marketing, 334 Initial public offering, (IPO), 187, 282 In-line skating, 375, 376 Innovation, of sport product continuous innovation, 123 discontinuous innovation, 123 dynamic continuous innovation, 123 Intangible products, 134, 135, 150–151 Integrated brand promotion (IBP), 207 and advertising, 236–237 Intellectual property, 148–150, 209–210 Interactivity, 311 Intermodal transport, 184–185 Internal audit, 202 Internal development, 141–143, 151 Internal marketing, 199, 202 Internal reports system, 75–77 data mining, 78–79 order-to-payment cycle, 77 point-of-sale system, 77–78 International and global marketing culture and marketplace, relationship, 336–342 definition, 333–334 determinants, 334–335 media, effect, case study, 345–347 mission, 335 moral champions, case study, 353–357 opportunities, 343–353 emerging markets, 351–353 existing markets, 348–351 trade, in sport business, 343–345 vision creation, 347 strategies, 357–358 International events group (IEG), 219, 244, 267 International Olympic Committee (IOC), 243, 245 International sport, 334 International sport marketing, 334–335, 357–358 Internet, 46, 53, 81, 167, 179–180, 182, 229, 312, 313 Internet protocol (IP) addresses, 312 Internship, 378 Interpretive knowledge, 337 Interviews, 52–53, 54 Intrinsic motivation, 106 Inventory control perpetual inventory systems, 297 physical inventory systems, 297 Inventory management, 183–184 Inventory planning level planning, 299 reduction planning, 299 Inventory turns, 188 Involvement, 93, 107 Iverson, Allen, 248 J James, LeBron, 248, 376 Jordan, Michael, 248, 252 Judgment sampling, 63 Just-in-time system, 183, 194 INDEX 435 K Key performance indicators (KPIs), 189 KISS approach, 208, 310 Knowledge management, 309 Knowledge skills, 159 Kyocera, 250 L Lateral integration, 309, 329 Law of the Forum See Lex Fori theory Lawrence, Matthew, 238 Learning process, of sport consumer behavioral learning theories, 92–93 classical conditioning, 92 operant conditioning, 93 cognitive learning theories, 93–94 Lerch, Bruce, 330 Level planning, 299 Lex Fori theory, 339 Licensing, 148–149, 206, 209–210, 217 royalty, 209 management and distribution, 210 Life cycle, 140–147, 288–289 Lifestyle, 374 Lifestyle Inventory, 57 Light users, 25 Local broadcasting contracts, 249 Location, size of e-business and e-commerce, 314 Location, sport retail management 292–294 business district, 294 isolated store, 294 leasing, 294 planned shopping center, 294 Logistics, 177–178, 182, 186, 190–193, 296 external, 296 internal, 296 Long-term value analysis, 79 Longitudinal studies, 49–50, 70 Low-analytical decision makers, 84 M Mail order, 303 Mail surveys, 52 Main conversion, 327 Maintenance-increase-recoupment lease, 294 Major League Baseball (MLB), 134, 150, 224, 243, 343, 367 436 INDEX Major League Soccer (MLS), 225, 333, 348 Marginal cost, 86 Marginal value, 86 Market penetration strategy, 300–301 Market potential, 136–137 Market, relationship building, 277–278 Market research, 141, 142, 143 primary, 10 secondary, 10 Market segmentation consumer’s product benefits, product usage, state of being, state of mind, Market share, 8, 137–138, 140, 144, 316 Market skimming pricing strategy, 301 Market specialization, 224 Market tracking studies, 50, 70 Marketing concept of sport consumer, 106–107, 126 definition, logistics, 177–178 emerging technology, 190–193 metrics, 326–327 objectives, 142 planning process, 135–137, 142, 151 Marketing Construct, 45 Marketing mix, 142 Marketing plan, 10–11, 26–30, 33–34, 142 Marketing relativism, 336 Markup pricing, 301 Mass market strategy, 224 Mass sport marketing, 283 MasterCard, 244, 246 Matsui, Hideki, 100, 349–350 Maturity, 143–144, 151 McDonalds, 244 McEnroe, John, 252 Mean, 63 Media coverage, 206, 208, 263 Media relations, 29, 208–209 Median, 63 Mediation, 339 Mediator, 339 Medium users, 25 Mercedes Benz, 352 Merchandise management financial integrity, 297–299 implementation, 296–297 planning, 296 pricing development, 299–300 pricing strategy, 300–301 Merchandise space, 302 Merger, 290 Metrics, 188, 326–327 Microconversions, 327 Middle East, 352–353 Miller Brewing, 244 MIS, 74 Mission, 142, 283–284, 335 Mode, 63 Modell’s Sporting Goods, 283 Modified Likert Scale, 57 Monetary outflow, control, 298–299 Monolithic Branding Structure, 365 Motivation, 94, 106–107, 161 process for sport consumers, 94 Motive, 94, 215 Multi-attribute attitudes models, 95 Multinational Sport Marketing Strategy, 357 Multiple, 55–56 Multiple reference group, 101 Multiple-unit pricing strategy, 301 Mystery shopping See Secret shopping N Namath, Joe, 252 Narrow-Random studies, 48 Narrow-Standard studies, 48 NASCAR, 148–149, 245 Nashua Pride, 173–174 Nashville Predators, 88, 367 National Basketball Association (NBA), 127, 337–338, 343, 367, 379 National broadcasting contracts, 249 National Collegiate Athletics Association (NCAA), 134, 172, 245, 250 National Football League (NFL), 15, 211, 245, 344, 209, 367 National Hockey League (NHL), 15, 88, 127, 195, 225, 249, 367, 379 National Olympic Committee (NOC), 243 National Sporting Good Association (NSGA), 160, 299, 376 Negotiations, 339, 340 Net lease, 294 Nevada Bob’s Pro Shops, 283 New economy, 319–328 New York Yankees, 20, 76, 169, 224, 349 NFL Atlanta Braves, 369 Niche, 11, 276, 283 Niche marketing See Concentrated sport marketing Nike, 11, 111, 148, 235, 244, 252, 267, 316 No direct foreign sport marketing, 334 Non-compensatory decision rule, 115 Nonconsumers, 25 Non-customer, sport, 162 Non-probability sampling, 62–63, 71 Non-store-based inventories, sport sales, 167–170 Norfolk Tides Baseball Club, 305 Normative reference group, 101 North America, 31, 348 North Face, 187 O O2, 247 OBI, 246 Ochs, Karin, 218 Odd-pricing strategy, 301 ODDSET, 246 Offensive marketing, 231–232 Official sponsor, 233, 245, 246 Official suppliers, 246 Offline brands, 323 Offshoring, 185 Olympia Sports, 274 Olympics, 243, 253 One-price policy, 301 Online brands, 323 Online communication, 323 Online offering, 321 Online orders, 303 Opel, 247 Open-ended questions, 47, 55, 163 Operant conditioning, 93 Operational definition, 45 Operations management, 295 Opinion leadership, 119–120, 121, 122, 126 effectiveness measurement, 122 key informant method, 122 self-designating method, 122 INDEX 437 Oracle Venture Fund, 187 Order-to-payment cycle, 77 Organizational design, in sport sales, 156–157 Organizational image, 202–203 Organizational skills, 159 Organizational structure, sport retail management, 294–295 financial control, 295 merchandising, 295 publicity, 295 store management, 295 Organizing Committee (OCOG), 243 Overheads, 194 Ownership structure, 284–285 O’Neal, Shaquille, 376 P Pacific Sunwear, 283 Packet Switching, 312, 329 Panels, 50 Pareto principle, 7, 24, 159, 279–280 Parkstad Limburg Stadion, 370 Participant consumer behavior, 106–107 Participants, 106–107 Partnership sourcing, 178, 179 Patent, 149, 209 Pearl Izumi, 187 Pearson product moment correlation, 65 Pellegrino, Mary, 194 PepsiCo, 244 Perceived self, 91 Percentage lease, 294 Perceptions, 97–98, 202 of sport product, 97 Perfect sport customer, 162 Performance metrics, 188–189 Perpetual inventory systems, 297 Personal contact, 206, 210 community relations, 211 socialization, 211–212 Personality, 90–91 of sport consumer, 90–91 Personnel space, 302 Philips, 246 Phonorecords, 150 Physical inventory systems, 297 Place, Placement of e-business and e-commerce, 314 Planning, 160 438 INDEX in merchandise management, 296 methods, of sport retail mix, 288–290 Pluralistic research, 47 Point-of-purchase (POP) displays, 236–237 Point-of-sale (POS) system, 77–78, 179 Population, 61 Positioning, of product, 8, 27, 97–98, 142, 147, 152, 224 Postbank, 246 Power, 94 Practical learning, 378 consulting projects, 378–379 event assistance, 379 site visitations, 379 Practicum, 378 Predictive statistics, 65 Presentation of e-business and e-commerce, 315 customer service, 315 user interface, 315 Price, 179 Price-based incentives, 212 Price claims in advertising, 230 Price–quality matrix, 276–277 Pricing, 300 development, merchandise management, 299–300 strategy, 300–301 creation, 301 market penetration strategy, 300–301 market skimming strategy, 301 Pricing policy, 301 Primary data, 45, 51–54 survey, 51–54 Primary intelligence, 80 Probability sampling, 62 Problem solving, 107, 108–111 Processing power, 314 Proctor & Gamble, 244 Product and service life cycle, 137, 140–144 decline, 144 growth, 143 internal development, 141–143 market introduction, 143 maturity, 143–144 saturation, 144 Product and service management, 135–137 children and adolescents, in marketing, case study, 138–140 Dunlop, rise, fall, and rebirth, case study, 145–147 elements, 134–135 ethics, 137–140 life cycle, 140–144 positioning and differentiation, 147–150 Product specialization, 224 Production, 182, 236 Professional sport leagues, 373 Profit margin planning, 299 Projective techniques, 49 Promotional integration, 214 Promotions, 29, 203, 206–216 Prospecting, 163, 260–261 Public relations, 29, 206, 207, 217 media relations, 208–209 sport journalism, 209 sports information, 209 Publicity, 21, 207, 208, 295 Publicity campaign, 202 Puffery, 227–228 Puma, 187 Purchasing, 178–182 cost management, 181–182 process, 179 sourcing, 180–181 in sport marketing, 179–180 Q Qualitative research, 47 Quantitative research, 47, 142 Questionnaire, 57–61 designing, 57–59 future development, 61 organizing, 59–60 pre-testing and revisions, 61 Quota, 160–161 activity, 160–161 dollar vs unit sales, 160 financial, 160 sales volume, 160 Quota sampling, 63 R Race and ethnicity, 99 Rack display, 303 Radio frequency identification (RFID), 190–193 case study, 191–193 Electronic Product Code (EPC), 191 Range, 63 Recreational Equipment, Inc (REI), 285 Red Bull Bike Battle, 380 Reduction planning, 299 Reebok, 290–291 Reference group, 101 Reference group self, 91 Referral sampling, 63 Referrals, 216 Regression, 65 Regular foreign sport marketing, 334 Relationship building, sport retail management, 277–281 Relationship management integration, 214 Renvoi, 339 Repeat purchase, 115 Research China, sport marketing potential, case study, 65–68 choosing appropriate methodology, 45–47 causal research, 47 descriptive research, 47 exploratory research, 46 companies, 68–69 data collection forms, design, 55–61 data examination, drawing conclusions, 63 associative analysis, 65 descriptive analysis, 63 difference analysis, 64–65 inferential analysis, 64 predictive analysis, 65 goals and objectives, establishment, 45 need, determination, 42–43 online and web-based research, 69–70 primary data collection, 51 survey, 51–54 problem, defining, 44 publications, 69 reports and services, 68 sample size determination, 61–63 sources of information causal, 50 descriptive, 49–50 exploratory, 47–49 Super bowl market research, case study, 54–55 INDEX 439 Resource System, 321, 328 Retail accounting method, 298 Retail management child labor, sport products selling, case study, 286–288 definition, 274–275 information, gathering, 291 location, 292–294 merchandise management financial integrity, 297–299 implementation, 296–297 planning, 296 pricing development, 299–300 pricing strategy, 300–301 organizational structure, 294–295 planning methods scrambled sport merchandising, 289 sport retail life cycle, 288–289 wheel of sport retailing, 290 relationship building channel relationships, 280 customer perks, 279–280 customer satisfaction levels, 279 customer service, 278–279 goods vs service retailers, 280–281 market, 277–278 retail strategy goals and objectives, 282–283 situation analysis, 283–288 sport retailer communications, 302–303 store-based strategies, 290–291 targeting customers, 291 value price-quality matrix, 276–277 Retail strategy, 281–288 Retail value, sport retail management, 276–277 Return on equity (ROE), 283 Return on investment (ROI), 258, 267, 283 Returns, 182 Revenue models, 321–322 RFM analysis, 79 Roda JC, 370 Rodrigues, Mark, 173–175 Royalties, 210 Rugby, 92, 352 Rugby Union World Cup, 352 440 INDEX Rugby World Cup, 254 Ruth, Babe, 212, 252 S Sale, closing, 165–166 Sales force factors, 160, 161 leadership, 161 management, 159–161 motivation, 161 quota, 160 Sales forecasting, 299 Sales incentives, 206, 212–213 Sales management buying process, 161–162 college athletics, case study, 171–172 definition, 156 ethics, 170 non-store-based inventories direct sport marketing, 167–168 electronic sport sales, 167 ticket sales, 168–170 Rodrigues, Mark, 173–175 sales process after sale service, 166–167 communication method, 163–164 contact and pitch, 164–165 prospecting, 163 sale, closing, 165–166 and sport marketing, 156 sport sales organization organizational design, 156–157 sales force, management, 159–161 sales managers, 157–158 salespersons, 158–159 Sales managers, 157–158 environment, sport marketing external, 158 internal, 158 forecasting, 160 Sales pitch, 164–165 approaches, 164 Sales process, 162–167, 169, 173 Sales promotion, 237, 238 Sales volume, 160 Salespersons analytical skills, 158–159 communication skills, 158 customer types, 162 knowledge skills, 159 organizational skills, 159 time management skills, 159 Sample, 61 Sample frame, 61 Sample frame error, 61 Sample size determination, 61–63 Samsung, 247 San Diego Padres, 367 Saturation, 144, 151 Scale, 57 Scaled-response questions, 55 Scanning, of sport marketing intelligence system dissecting intelligence, 82–83 formal scanning, 81 informal scanning, 81 semi-focused scanning, 81 unfocused scanning, 81–82 Scientific methodology, 364 Scrambled sport merchandising, 289 Screening, 59 Season ticket equivalencies, 168–169 Secondary data, 45–46, 48, 267 analysis, 47–48 Secondary intelligence, 80–81, 87 Secret shopping, 50 Segment factors, 136 Segmentation, of market, 6–7, 14, 27–28, 223 consumer’s product benefits, product usage, state of being, state of mind, Self-administered surveys, 52 Self-concept, 90–91 Selling process, sport sales organization after sale service, 166–167 communication method, 163–164 contact, consumer, 164 pitch delivery, 164–165 prospecting, 163 sale, closing, 165–166 Selling space, 302 Selling sponsorship opportunities communication, 264 corporate decision-making process, 264 deal closing, 265–266 modification, 265 presentations, 265 sponsorship management, 266 Semi-focused scanning, 81 Sense and respond approach, 310 Sequoia Capital, 187 Service mark, 150 Service retailing, 280–281 Servicing, 166–167 Servicing process, after sale, 166–167 Sherman Antitrust Act, 300 Shopper, sport, 162 Shopping intercept surveying, 53 Siemens, 247 Simple random sampling, 62 Single sourcing, 180–181 Situation analysis, retail strategy mission, 283–284 ownership structure, 284–285 Skateboarding, 373, 374, 375, 376 Ski Market, 283 Skip interval, 62 Snowboarding, 373, 376 Soccer See Football Social setting, 101–102 Socialization, 107, 211–212 Sony, 246, 350 Sourcing, 180–181 Spam, 70 Spectators, 27, 106 Sponsee, 259 Sponsor, 259 Sponsorship, 29, 207 agreements, 259–267 areas of, 244–251 Australia, ambush marketing, case study, 254–256 corporate and brand goals, 256–257 ethical issues, 252–253 case study, 257–259 history, 242–244 Sport definition, Sport advertising, 207, 221 Sport Business Research Network, 46, 160, 299 Sport communication channels, 123 Sport consumer experiences management (SCEM), 372–377 Sport consumer relations, 322–323 INDEX 441 Sport consumer relationship management (SCRM), 366–367 objectives, 367 Sport consumer social system, 123 Sport governing body sponsorship, 245–246 Sport image, 226–227 Sport journalism, 209 Sport management, 5, 378 Sport market opportunity analysis framework, 320 Sport Marketing Association, 377 Sport marketing decision support system, 75, 83–84 Sport marketing information system, 74 Sport marketing intelligence system, 75, 79–81 primary intelligence, 80 scanning, environment, 81–83 secondary intelligence, 80 Sport marketing mix, 22 characteristics, 18–21 escalator concept, 24 Mountain Dew and X games, case study, 30–32 uniqueness, 18 Sport marketing plan consumers, segmentation and targeting, 27–28 evaluation and feedback, 30 market climate, forecasting, 27 plan identification, 26 sport product analyzing, 26–27 distribution, 29 packaging, 28 positioning, 27 pricing, 28–29 promoting, 29 Sport marketing planning process, 135, 151 Sport marketing research, 41, 81, 347 Sport organization resource planning, 309 Sport product analyzing, 26–27 distribution, 29 packaging, 28 positioning, 27 pricing, 28–29 promoting, 29 442 INDEX Sport Product and Service Life Cycle, 140–144, 151–152, Sport Product and Service Management, 135–137 ethics, 137–138 Sport promotion, 203, 206–216 direct promotional strategy, 215 indirect promotional strategy, 215 integrations series, 214 Sport promotional mix, 206–216 Sport promotional strategy, 214–216 Sport retail atmosphere, 302 displays, 302–303 exterior, 302 interior, 302 layout, 302 Sport retail information system, 292 Sport retail life cycle, 288–289 Sport retail management, 274–275, 282, 286–288, 294, 302, 304, 315 Sport service, 134, 143 Sport sponsorship, 207, 241 Sporting Goods Business, 284 Sporting Goods Manufacturers Association, 376 Sports Authority, 274, 280, 284, 289, 299 Sports information, 209 SportsLine contract, 187 Sprint Nextel, 244 Stakeholder-based integration, 214 Standard deviation (SD), 63, 64 Standard error, 64 Store layout See User interface Straight lease, 294 Straight traffic flow, 302 Strategic e-management, 327–328 Stratified sampling, 62 Subculture, 100 Substantiation in Advertising, 230 Summer Olympics, 243, 244, 254, 267 Superego, 91 Supply chain management (SCM) components, 182 electronic means, for delivery, 186–188 inventory management, 183–184 performance metrics, 188–189 Skorpion sports, case study, 189–190 transportation methods, 184–186 Supply chain metrics, 188 Support media, 237, 238 Survey, 51 SWOT analysis, 9, 10, 14, 82 Systematic sampling, 62 T t test, 65 T-Mobile, 247, 250 TAG Heuer, 248 Tamoil, 247 Tangible products, 134, 280 Target markets, 142 Targeting, of market, 7–8, 14, 27–28, 223, 291–292 Taste and decency in advertising, 230 Team sponsorship, 246–247, 249 Technology integration, 310 Telemarketing, 53, 142, 311 Tennis, 4, 171, 251, 299 Tension, 94 Test marketing, 50 Testimonials, 215, 230 Third-party logistics, 186 Ticket sales management strategies, 169–170 Ticketmaster, 285, 312 Timberland, 148, 187 Time management skills, 159 TLC Laser Eye, 248 Torino 2006 Organizing Committee, 368 Toshiba, 246, 350 Trade, in sport business, 343–345 Trademark, 150, 209 Trademark See Patent Traditional open display, 302–303 Traditional sports, 373–374 Traffic flow curving, 302 straight, 302 Transactional Data, 78–79 Transportation methods, 184–186 Trend–impact analysis, 82 Trial purchase, 115, 226 Tri-component attitude model, 95 Truth, in advertising, 230 Trying-to-consumer model, 95 U Ueberroth, Peter, 243, 267 Unfocused scanning, 81 Uniform resource locators (URLs), 313, 329 United States Census Bureau, 46, 277–278, 293 United States Football League (USFL), 209 Universal product codes (UPC), 292 Upper Deck, 248 UPS, 185, 186, 187 Upselling, 169, 173 Urban freeride event, 380 Uruguay round, 180 User interface, 315 V Validity, 46, 69–70, 71 Value, 86, 179, 276–277 Value chain, 23, 276 expanded value chain, 276 expected value chain, 276 niche sport retail strategy, 276 Value propositions, 321 Variable pricing, 301 Venue Solutions, 368, 369, 371 VenueCast system, 368 Vertical integration, 309 Vertical price fixing, 300 Viral marketing, 121–122 Visa, 244 Vodafone, 247, 255, 352 W Wakeboarding, 31, 376 Web-based exchange technology, 181 Weiner, Myron, 286 West, Tracy, 152–154 Wheaties, 248 Wheel of sport retailing, 290, 299–300 Winter Olympics, 244 Woods, Tiger, 248 Word-of-Mouth, 102, 200, 215, 217 World Baseball Championship 2006, 344 World Wide Web (WWW), 167, 312, 313, 329 Worst-case scenario, 11 X X Games sports, 376 Y Yahoo, 54, 246, 314 INDEX 443 ... $1 .2 billion (20 01? ?20 06) $2. 4 billion (20 02? ? ?20 08) $2. 2 billion (20 02? ? ?20 08) $6 .2 billion (20 03? ?20 14) $80 million (20 07? ?20 10) $4 .27 billion (20 06? ?20 11) $8.8 billion (20 06? ?20 13) $3.73 billion (20 06? ?20 11)... Advertising Business Ethics in Sport Advertising Ambush Marketing in Sport Advertising Sport Advertising and Consumer Behavior Creating Sport Advertisements and Commercials Sport Advertising and. .. events including the Winter Olympics in Torino, Italy (20 06) and Vancouver, Canada (20 10); the Summer Olympics in Beijing, China (20 08), and London, England (20 12) ; the Commonwealth Games in Melbourne,