Download Electrode Placement for Chest Leads, V1 to V6

C H A P T E R
1
The Special Nature of
Sport Marketing
Chapter 1 The Special Nature of Sport Marketing
Key Ingredients of a Successful Sport
Branding Effort
• Stickiness of an idea: How does brand capture fans’ imagination?
• Reach of brand: How far does influence of brand extend?
• Social identity: Do different segments of the population relate to the
brand in a personal way?
(continued)
Key Ingredients of a
Successful Sport
Branding Effort
(continued)
Media interest:
Are members of
the media
captivated in
some way by the
influence of a
brand?
Global Marketing Strategy
• Growth of North
American professional
sport leagues is a global
phenomenon.
• Building sport
participation has been a
key tool in marketing
sport brands on the
international stage.
Weathering Recessions
• Sport marketing has been affected by prevailing
economic conditions.
• Recessions have a major effect on sport brands:
– The 1990s saw fans decrease identity with major league
sports.
– Sport venue construction decreased during the 1990s.
– Significant MLB attendance drops occurred in 2002 and
2009.
– Several major corporate sponsors reduced spending in
the early 2000s.
Competitive
Marketplace
• Leisure spending on
spectator sports has
decreased in the United
States.
• Expansion of sport
entertainment and
participation options
creates greater
marketplace competition.
Competitive
Marketplace
(continued)
Maintaining market
share can be difficult
for sport products.
Popularity of some
sports, such as
action sports, is
plateauing or
declining.
Sport Marketing Defined
• All activities are designed to meet the
wants and needs of sport consumers
through an exchange process.
• Sport consumers are involved in sport
through playing, officiating, watching,
listening, reading, and collecting.
Two Major Thrusts of Sport Marketing
1. The marketing of sport products to the sport consumer
2. The marketing of sport and nonsport products through sport
Marketing Myopia
• Focus on producing and selling goods and
services rather than on identifying and
satisfying the needs and wants of consumers
and their markets
• Belief that winning absolves all other sins
• Confusion between promotions and marketing
• Ignorance of competition inside and outside
sport
(continued)
Marketing Myopia (continued)
• Short-sighted focus on quick-return price hikes or
investments such as sponsorships rather than longterm investments in research and in relationship
marketing
• Poor-quality research
• Poor sales and service
• Arrogance and laziness
• Failure to adapt to industry, market, and consumer
change
Change in the Sport Marketing
Profession
• Sport marketing pioneers paving the way
– Bill Veeck,
– Tex Rickard,
– Mark McCormack,
– Don Canham,
– David Stern
– Assignment: Each panel group will report on
selected name given by instructor.
Uniqueness of
Sport Marketing
Sport product
Sport marketplace
Sport finance
Sport promotion
Sport Product
• Any bundle or combination
of qualities, processes, and
capabilities (goods, services,
or ideas) that a sport
consumer expects will
deliver want satisfaction.
• Sport marketers must
understand why consumers
make consumption
decisions.
Figure 1.1
Why Sport Product
Is Unique
An intangible,
ephemeral,
experiential, and
subjective nature
Strong personal and
emotional
identification
Simultaneous
production and
consumption
• (continued)
Why Sport Product Is Unique (continued)
• Dependence on
social facilitation
• Inconsistency and
unpredictability
• Core product
beyond marketers’
control
Why Sport Marketplace
Is Unique
Many sport
organizations
simultaneously
compete and
cooperate.
Demand tends to
fluctuate widely.
Sport has an almost
universal appeal and
pervades all
elements of life.
Why Sport Finance Is Unique
• Pricing the individual sport
product unit by traditional job
costing is difficult.
• The price of the sport product
itself is invariably quite small
in comparison with the total
cost paid by the consumer.
• Indirect revenues are
frequently greater than direct
operating revenues.
Why Sport Promotion Is Unique
• . Widespread
media exposure is
a double-edged
sword.
• Media and
sponsors
emphasize
celebrities
THE NATURE OF THE
SPORT MARKETING