Marketing Research -Systematic process of collecting, analyzing and interpreting data to reduce the risk in decision-making What kinds of studies would need to be done in sports marketing? When to use in the context of the marketing plan? How to conduct a marketing research study?

Marketing Research Process Problem/Opportunity Definition Choosing a Research Design Type Choosing a Data Collection Method Designing a Data Collection Form Choosing a Sampling Technique & Collecting Data Data Analysis Final Report Preparation

Abbreviated Research Proposal PROBLEM STATEMENT RESEARCH OBJECTIVES METHODOLOGY –Sample –Procedures DATA COLLECTION INSTRUMENT

Designing A Questionnaire Specify Information Requirements Determine Method of Administration Determine Content of Questions Determine Form of Response Determine Exact Wording of Questions Determine Question Sequence Pretest and Revise if Necessary

Adult Sport Participant Market General Observations Majority of American Adults Do Not Participate in Many of the Most Common Sports Numbers Conflicting; Surgeon General’s Report (only 15% of adults say that they exercise regularly) Why?

Most Popular Sports

Participant Consumption Behavior Actions performed when searching for, participating in, and evaluating the sports activities that consumers feel will satisfy their needs and desires.

Conceptual Model of Consumer Behavior Internal External Personalit y Perception Attitudes Motivation Learning Culture Reference Groups Family Social Class Needs/Desires Decision-Making Problem Recognition Information Search Alternative Evaluation Participate Post-participation Evaluation Past Experience

Decision Making Process Problem Recognition Information Search Alternative Evaluation Participate Post-Participation Evaluation

Psychological Factors Personality Perception Attitudes Motivation Learning

Why Do We Participate? Personal Improvement - Better Health, Sense of Accomplishment, Develop Positive Values, etc. Sport Appreciation - Enjoy the game and competition Social Facilitation - Spend time with others, feel part of a group

Sociological Factors Culture Reference Groups Family Social Class

Understanding Spectators as Consumers Examining the differences –Sometimes there is overlap, but usually treated as separate and distinct markets –Heavy Participants - More likely to be male, better educated, more minorities, and younger than spectators

Factors Influencing Attendance Fan Motivation Factors Game Attractiveness Factors Economic Factors Competitive Factors Demographic Factors Stadium Factors Value to the Community Sports Involvement Fan Identification

Fan Motivation Factors Self-Esteem Enhancement (BIRGing and CORFing behaviors) Diversion from everyday life Entertainment Value Eustress or Positive Stress Economic Value Aesthetic Value Need for Affiliation Family Ties

Model of Sportscape Stadium Access Facility Aesthetics Scoreboard Quality Seating Comfort Pleasure Desire to Stay Repatronage Layout Accessibility Space Allocation Signage Perceived Crowding Factors Affective Response Behaviors

Understanding Spectators as Consumers What do fans value? Reasonably priced parking ($8) & tickets ($25) Adequate parking/access Reasonably priced foods Home team with a winning record Close Score Home team star regarded as top 10 player Reasonably priced souvenirs Game that ends in less than three hrs Wide Variety of Snack Foods

Sport Involvement Perceived interest and personal importance of sports to spectators Two dimensions of sport involvement: Importance of Sport & Affect (feelings) High involvement consumers attend more games, consume more sports through media such as newspapers, Internet, mags, & more likely to identify sponsors

Fan Identification Related to sport involvement Defined as the personal commitment and emotional involvement customers have with a sports organization Level of fan identification: Low (social); Medium (focused); High (vested) Why do we want high identification? Higher attendance,decreased price sensitivity, decreased performance-outcome sensitivity

Market Selection Decisions STP: Understanding Segmentation, Targeting, and Positioning

Segmentation - Grouping consumers together with common needs Segmentation Bases: Demographic Geographic Psychographic Benefits Geodemographic Behavioral

Targeting - Evaluating the Various Segments and Selecting the one(s) that promise the best ROMI Successful Targets Must Be: Sizable Measurable Reachable Demonstrate Behavioral Variation

Positioning - Finding a Way to Fix Your Product in the Minds of Consumers Perceptual Mapping extreme conservative high price low price

Six Attributes of Sports Strength, Speed vs Methodical,Precise Movements Athletes only as participants vs Athletes + recreational participants Skill Emphasis on Impact with Object vs Skill Emphasis on Body Movement Practice Primarily Alone vs Primarily With Others A Younger Participant in the Sport vs Wide Age Range of Participants Less Masculine vs More Masculine

Sports Product Concepts Sports Product - Good, Service or Combination of the two that is designed to provide benefits to a sports spectator, participant or sponsor.

Goods and Services as Sports Products (The Good/Service Continuum) Intangibility -- cannot be seen, felt, tasted Inseparability -- simultaneous production and consumption Heterogeneity -- potential for high variability Perishability -- cannot be inventoried or saved

Classification Of Sports Products Product Mix - All the Different Products and Services a Firm Offers Product Line - Groups of Individual Products that are Closely Related in Some Way Product Item - Any Specific Version of a Product that can be Designated as a Distinct Offering

Product Characteristics Branding Product Design Product Quality Total Product

Branding Name,design, symbol or any combination Broad purpose of branding is for a product to distinguish and differentiate itself from all other products Some Great Sports Names include the Macon Whoopie, Louisiana Ice Gators

Brand Names What’s in a name? –Easy to say, generate positive feelings and associations –Translatable into a successful logo –Consistent with rest of product lines, city, or organization –Legally and ethically permissible

Branding Process Brand Awareness Brand Image Brand Equity Brand Loyalty

Licensing Contractual agreement whereby a company may use another company’s branding in exchange for a royalty or fee Booming business (e.g., NBA has 150 licenses) with billion NFL (3.6) NBA (2.6) Colleges (2.0) MLB (1.9) NHL (1.2) CAPS (Coalition to Advance the Protection of Sports Logos)

Sports Product Quality Quality of Services Quality of Goods

Nature of Service Quality EXPECTED SERVICE LEVELS PERCEIVED SERVICE LEVELS

Expected Service Levels Service Promises (ads, price) Word-of-Mouth Past Experience

Perceived Service Levels Service Quality Dimensions Tangibles -- Physical facilities, appearance of personnel, equipment Reliability -- Ability to perform the service dependably, accurately, consistently Responsiveness -- Willingness to provide prompt service to customers Assurance -- Trust, knowledge and courtesy of employees Empathy -- Caring, individualized attention to customers

Quality of Goods Dimensions Performance Features Conformity to Specifications Reliability Durability Serviceability Aesthetic Design

Product Design - Aesthetics, Style and Function of the Product RELATIONSHIP AMONG PRODUCT DESIGN, TECHNOLOGY AND PRODUCT QUALITY Technological Environment Product Quality Product Design

New Sports Products From the Perspective of the Organization New-to-the-World Products New Product Category Entries Product Line Extensions Product Improvements Repositionings

New Sports Products From the Perspective of the Consumer Discontinuous Innovations Dynamically Continuous Innovations Continuous Innovations

New Product Development Process Idea generation Screening Business analysis/Concept Testing Development Test Marketing Commercialization

New Product Screening Checklist General Characteristics of New Product/Service profit potential existing and potential competition size of overall market level of investment level of risk

New Product Screening Checklist Marketing Characteristics of New Product/Service fit with marketing capabilities effect on existing products and services appeal to current consumer markets existence of differential advantage impact on image Production Characteristics of new Product/Service fit with production capabilities ability to produce at competitive prices availability of labor and material resources

Total Industry Sales Product Life Cycle INTROGROWTHMATURITYDECLINE TIME $$ Awarenes s Differentiat e Maintain Eliminate or Extend

Diffusion of Innovations - Rate at which new sports products spread throughout the marketplace Factors Influencing the Rate of Diffusion: New Product Characteristics Perceived Newness of the Innovation Nature of the Communication Network

Diffusion of Innovations Types of Adopters Innovators Early Adopters Early Majority Late Majority Laggards