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sports marketing

Questions and Answers of Sports Marketing

5. What are the two different ways a student can network with sports professionals?
1. Reread the opening vignette. How has sports affected your life, either as a player or a spectator, or both?
2. Examine the seven guidelines presented by Kevin Carroll in the opening vignette. For each, discuss if it is a strength or weakness for you. For the ones you identified as weaknesses, how can you
3. Pick one of the marketing careers listed in Figure 14.1 that is of interest to you. Conduct library and internet research into the position. Write a short paper about the career and the path to
4. Interview someone who works in sports marketing. Obtain information about their education and career path. What advice do they have for students wanting a career in sports marketing?
5. How important is an internship in sports? Discuss what you can learn from an internship and how you should approach the internship.
6. What is the benefit of volunteering at sporting events? What can you learn? How can it help you get a job?
7. Describe jobs you have held. How do they relate to a career in sports? What have you learned from your work experience that can be transferred to a career in sports?
8. Have you started networking with sports professionals? If so, describe your experience thus far. Regardless of the level of networking you have already done, outline a networking plan that will
9. Are you using your LinkedIn purposefully? Make a point of visiting LinkedIn at least once a week to have a meaningful interaction (e.g., identifying people to connect with, engaging with
1. Describe the characteristics of sports marketing
2. Discuss the three roles of marketing in sports organizations
3. Summarize the evolution and history of sports marketing
4. Describe contributing factors in the growth of sports and sports marketing
5. Define the components of the framework of sports marketing
1. What is the definition of sports marketing, and what two distinct elements make up sports marketing?
2. Describe the three characteristics that distinguish sports marketing from other industries and pose opportunities for sports organizations.
3. What three important roles does marketing play in sports?
4. What two options are available to create value?
5. In strategic marketing planning, what external environmental factors should a marketer consider?
6. Identify and describe the distinct periods, or eras, of the evolution of sports marketing.
7. What are the business-driven and customer-driven factors that have produced growth in sports and sports marketing?
8. Explain the 5P framework for sports marketing.
1. In what ways does marketing of a college football team differ from marketing a(n):a. Automobileb. Soft drinkc. Restaurantd. Professional football team
2. Consumers purchase products because they create value. What are some examples of marketing decisions that a marketer of running shoes can make to increase customer value?
3. In addition to the growth factors discussed in this chapter, what other factors have contributed to the growth of the sports industry? What factors do you see as having the greatest influence on
4. Do a brief analysis of the sporting industry in your area. Where are the closest professional sports teams? What college sports exist in your area? What local sports (such as youth baseball,
5. Think about your personal consumption of sports. Create a graph that shows what percent of your personal consumption of sports is through television, radio, newspapers, the internet, and live
6. The last “P” of the 5P framework is people. How important are people in your decision to consume sports? Provide an example of a positive influence of a person on your consumption decision.
1. Differentiate between utilitarian and hedonic consumption motives
2. Describe the different types of sports consumption motives
3. Discuss the characteristics and implications of low-involvement and high-involvement sports fan segments
4. Describe the factors and strategies that influence fan relationships with sports brands
5. Contrast the characteristics and benefits of indirect and direct sports consumption
6. Describe the variables that affect an individual’s decision to attend a sports event
1. What are the two categories of consumption motives? Define each.
2. Identify the eight motives that influence sports consumption.
3. Describe the two types of low-involvement fans.
4. Describe the two types of high-involvement fans.
5. Identify and describe the paths to fans’ identification with sports brands.
6. What is the difference between direct and indirect sports consumption?
7. What are the four primary categories of influences on direct sports consumption?
8. Describe the perceived options that influence direct sports consumption.
9. Describe the convenience and comfort variables that affect attendance at sporting events.
10. How can identification with a team influence direct sports consumption?
11. How do personal incentives influence direct sports consumption?
12. What marketing incentives influence direct sports consumption?
1. Think of all of the purchases you have made over the last week. What percentage of the purchases was based on utilitarian consumption motives? What percentage was based on hedonic consumption
2. Look through the eight motives that influence sports consumption listed in Figure 2.2. For the last sporting event you attended, which motive(s) influenced your decision? Explain.
3. The third category of motives for sports consumption is personal motives and consists of aesthetics, entertainment, sensory stimulation, and economics. Think about sporting events you attend.
4. Think about sports fans who display low involvement and are either situation-based or geographic-based fans. How does a sports team move that low-involvement fan to a more enduring level of
5. Think about a local sports team. Has it used star power to connect consumers to the team?If so, describe how it has been used and evaluate the success of the approach. If not, why not? How could
6. Discuss the influence of your family on your sports consumption behavior. Who had the greatest impact? Why?
7. How important is socialization, in general, to you? Does the fact that you can socialize with others influence your decision to attend a sporting event? Explain.
8. How well does the local community support the college teams where you attend(ed) college?Which sports are most supported by the community? Why are some college sports supported more than others by
9. Discuss the difference between direct consumption of sports and indirect consumption of sports as it relates to your personal consumption of sports. Discuss when and why you choose direct
10. In terms of attending sporting events, how much does the financial requirement impact your decision? What was the most expensive sporting event you ever attended, in terms of total costs? Why did
11. Look through the convenience and comfort factors listed in Figure 2.7. For each, discuss how that factor impacted a recent decision to attend a sporting event or not attend.
12. Team identification is an important factor in consumption decisions. What teams do you personally identify with? In what way? Describe how you developed the identification.
1. One particularly attractive fan base is youth who are playing soccer. Some youth players could go on to play soccer in college, which is another level of interest for the sport. From the motives
2. Applying sports fan types based on involvement level (Figure 2.3), how can the NWSL and its teams build a following of geography-based fans? How can the NWSL influence low-involvement fans to
3. Examine the various paths of identification with a sports brand listed in Figure 2.4 and discussed in this chapter.Which means of connection should the NWSL pursue in its marketing programs?
4. Figure 2.5 identifies the various factors that influence direct sports consumption. Discuss each factor as it relates to attracting fans to attend NWSL matches.
5. Based on your responses to questions 1 through 4, develop a plan to increase attendance at NWSL matches.
1. Identify the five key factors in the external marketing environment and describe the effects of each on sports organizations
2. Explain the process of conducting and utilizing a SWOT analysis
3. Differentiate between goals and objectives
4. Describe the methods used by sports marketers to collect secondary and primary data
1. What is meant by the term “external marketing environment” and what are the five factors or forces within an external environment?
2. Identify the three levels of competition for a sports entertainment property.
3. Identify the various economic indicators that a sports organization might monitor.
4. Explain why it is important to monitor technology changes for a sports entertainment property.
5. What is the difference between industry regulation of a sport and government regulation?
6. Identify the six sociodemographic trends that have impacted sports marketing and are likely to continue to have an impact.
7. Describe how the growth in the age 65-plus population will create both opportunities and challenges for sports marketing.
8. Describe the economic impact and influence women have on purchasing of goods and services, including sporting events.
9. How has the shifting of populations in various regions in the United States impacted the sports industry?
10. Discuss the relationship between the amount of leisure time and sports marketing.
11. What expectations does society have for sports properties in terms of social responsibility?
12. What is a situation analysis?
13. What is meant by the term SWOT analysis?
14. Explain the concept of MAC (match, avoid, convert).
15. What are the two types of marketing objectives? Define each one.
16. What are the five characteristics of a good objective?
17. What is the difference between secondary data and primary data?
18. Identify the chief sources of secondary data.
19. What is a customer relationship management (CRM) system?
20. Describe the various tools a sports property can use to monitor social media.
21. Identify the chief methods of collecting primary research data.
1. Pick a sports property (team, event, or business) with a presence in your area. Using Figure 3.2 as a guide, identify the primary competitors the sports property faces in each of the levels of
2. Pick one of the collegiate sports programs at your university. Using Figure 3.2 as a guide, identify the primary competitors the college sport faces in each of the levels of competition.Be
3. Suppose one of your responsibilities as an intern for a minor league baseball team in your area is to monitor the economic environment. First, explain why it is important. Second, from the list of
4. As a sports fan, what do you think of secondary ticket markets like StubHub or Ticketmaster Ticket Exchange for buying tickets to a sporting event? Are you more likely to search for tickets on the
5. As you consider technology today, how could a sports property use smartphones to enhance the fan experience at a sporting event? Explain how it could benefit fans or reduce costs for the sports
6. For sports teams, why is self-regulation preferable to government regulations? Justify your answer with examples.
7. Interview three individuals in the baby boomer generation (born between 1946 and 1964)about their attitudes toward sports. Interview three individuals from your generation.Discuss the similarities
8. Interview five females of various ages and ethnic backgrounds about sports. Ask about their attitudes toward sports, attendance at sporting events, favorite sports, why they attend sporting events
9. Access the websites of three different professional sports teams. For each, identify ways the team is demonstrating its social responsibility.
10. The impact of sociodemographic trends varies across the sports industry. What are the most significant sociodemographic trends impacting the following sports industry categories in your
1. Analyze the competitive situation DraftKings faces, using the three types of competitors.

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