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Sports Marketing: A Strategic Perspective [Third Edition]

by Matthew D. Shank - Professor of Marketing and Chair Department of Management and Marketing Northern Kentucky University

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Copyright, iv
Preface, xix
I. Contingency Framework for Strategic Sports Marketing, 1
1. Emergence of Sports Marketing, 2
What is Sports Marketing?, 3
Understanding the Sports Industry, 4
Basic Marketing Principles and Processes Applied to Sport, 27
Summary, 30
Key Terms, 31
Review Questions, 32
Exercises, 32
Internet Exercises, 32
Endnote: Endnotes, 32
2. Contingency Framework for Strategic Sports Marketing, 34
Contingency Framework for Strategic Sports Marketing, 36
Planning Phase, 40
Implementation Phase, 48
Control Phase, 51
Summary, 57
Key Terms, 58
Review Questions, 58
Exercises, 58
Internet Exercises, 59
Endnotes, 59
3. External and Internal Contingencies, 60
External Contingencies, 60
Internal Contingencies, 75
Assessing the Internal and External Contingencies: SWOT Analysis, 83
Summary, 86
Key Terms, 87
Review Questions, 87
Exercises, 87
Internet Exercises, 88
Endnotes, 88
Case: Part I The Georgia Alley Cats, 90
Discussion Questions, 92
II. Planning for Market Selection Decisions, 93
4. Research Tools for Understanding Sports Consumers, 94
The Marketing Research Process, 98
Preparing a Final Report, 121
Summary, 122
Key Terms, 122
Review Questions, 123
Exercises, 123
Internet Exercises, 124
Endnotes, 124
5. Understanding Participants as Consumers, 125
Model of Participant Consumption Behavior, 127
Psychological or Internal Factors, 135
Sociological or External Factors, 145
Summary, 153
Key Terms, 154
Review Questions, 155
Exercises, 155
Internet Exercises, 156
Endnotes, 156
6. Understanding Spectators as Consumers, 156
Factors Influencing Attendance, 161
Summary, 177
Key Terms, 178
Review Questions, 178
Exercises, 179
Internet Exercises, 179
Endnotes, 179
7. Segmentation, Targeting, and Positioning, 182
Segmentation, 182
Target Markets, 200
Positioning, 203
Repositioning, 207
Summary, 208
Key Terms, 208
Review Questions, 208
Exercises, 209
Internet Exercises, 209
Endnotes, 210
Case: Part II: The Eyes Over the Ball (EOB) Alignment Putting System, 211
Discussion Questions, 213
III. Planning the Sports Marketing Mix, 214
8. Sports Product Concepts, 216
Defining Sports Products, 216
Product Characteristics, 223
Product Design, 241
Summary, 244
Key Terms, 245
Review Questions, 246
Exercises, 246
Internet Exercises, 246
Endnotes, 246
9. Managing Sports Products, 248
New Sports Products, 248
The New Product Development Process, 256
Product Life Cycle, 262
Diffusion of Innovations, 272
Summary, 273
Key Terms, 274
Review Questions, 274
Exercises, 275
Internet Exercises, 275
Endnotes, 275
10. Promotion Concepts, 277
Communications Process, 278
Promotion Planning, 287
Summary, 293
Key Terms, 294
Review Questions, 294
Exercises, 295
Internet Exercises, 295
Endnotes, 295
11. Promotion Mix Elements, 297
Advertising, 298
Summary, 326
Key Terms, 327
Review Questions, 328
Exercises, 328
Internet Exercises, 328
Endnotes, 328
12. Sponsorship Programs, 330
Growth of Sponsorship, 330
Designing a Sports Sponsorship Program, 332
Sponsorship Implementation and Evaluation, 359
Summary, 360
Key Terms, 361
Review Questions, 361
Exercises, 362
Internet Exercises, 362
Endnotes, 362
13. Distribution Concepts, 365
Basic Distribution Concepts, 370
Intermediary Functions, 371
Types of Channels, 372
Stadium as “Place”, 383
Sports Media as Distribution, 388
Summary, 392
Key Terms, 393
Review Questions, 393
Exercises, 393
Internet Exercises, 394
Endnote: Endnotes, 394
14. Pricing Concepts, 396
What is Price?, 396
The Determinants of Pricing, 400
Summary, 417
Key Terms, 418
Review Questions, 418
Exercises, 418
Internet Exercises, 419
Endnote: Endnotes, 419
15. Pricing Strategies, 420
Differential Pricing Strategy, 420
New Sports Product Pricing Strategy, 421
Psychological Pricing Strategies, 423
Product Mix Pricing Strategies, 424
Cost-Based Pricing Strategies, 427
Price Adjustments, 430
Summary, 434
Key Terms, 434
Review Questions, 435
Exercises, 435
Internet Exercises, 435
Endnotes, 435
Case: Part III: Mk Timer, 437
Discussion Questions, 439
IV. Implementing and Controlling the Strategic Sports Marketing Process, 440
16. Implementing and Controlling the Strategic Sports Marketing Process, 442
Implementation, 445
Control, 459
Summary, 470
Key Terms, 470
Review Questions, 471
Exercises, 471
Internet Exercises, 471
Endnotes, 472
A. Career Opportunities in Sports Marketing, 473
Job Opportunities in Sports Marketing, 473
Where to Look for Additional Information, 479
B. Sports Marketing Sites of Interest on the Internet, 481
Glossary, 483
Photo Credits, 493
Index, I-1-1

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