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Some may argue that sports marketing is a "special case" of marketing, there is a theoretical and practical dimensions of the typical marketing sports marketing. For example, the programs in services marketing, international marketing, business-to-business marketing and offered the like because of the marketing application for this specific context require special adaptations or specific to each case. Following this logic, we should appropriate to treat us sports marketing as a special case study because the process does not work, or even generalize to other goods and services. That is, some argue, is a special case of marketing do not have a solid theoretical (or law-like) principles or axioms, which leads the practice in various other business contexts.
However, when the sports marketing to explain and better predict the market compared to other products and services marketing effectively, then one could argue Marketing actually a special case of sports marketing. General Theory of Marketing at the end should be a clearly superior predictive power and marketing effectiveness. If we consider the differences between typical goods / services marketing and sports marketing, believes that better explain the characteristics of buyer-seller relationship optimally.
If the customer is a loyal customer Folgers coffee, we predict that he / she is likely to continue to the Folgers coffee can be purchased in stores. However follower loyal customer can at the same coffee (Maxwell House) turn or buy Folgers in another business if discount. You will not see many customers Folgers' wearing a shirt with the brand name emblazoned on the chest. [1] Also, if you become aware of an amount.
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| This Is Full Explanation of Sports Marketing |
Consumer purchases of Folgers primarily an economic decision based on the perceived value of what you get (coffee) for what you pay (for example, $ 4.29 for 13 oz can). Some may also feel the best part of waking up is Folgers in the cup, but we know no empirical evidence to support this.
If an individual is a fan of professional sports teams or large universities, even the losing team, [2] we can predict, the fan is probably:
1. Identify and follow the behavior of the team and individual players in the team, on and off the field (via www.espn.com, team sites, newspapers, TV, radio, wireless, etc.).
2. Acquisition of licensed merchandise (T-shirts, auto parts, hats, mugs, etc.) to promote the team.
3. Donations or pay for a permanent seat licenses (PSL) to buy season tickets.
4. Travel to see the Team outside the local market.
5. Support initiatives based on taxes, for a new arena or stadium to pay for the team.
6. Be supporting a conference or a league in which the team played.
7. Devote socially significant time to visit, to observe and discuss a team with others who are dedicated to the same or another team.
While most consumer goods and services saw its value as primarily an economic assessment (The detergent is best to buy?) Fans value from participating in sporting events may be more of an emotional decision derived. In fact, when the team made the fans focus on the price they are paid, they will. On the wrong side of the brain The point is to make them feel consumers are not in the traditional sense. Building a fan base, not the customer base, is the first fundamental difference between sports marketing and marketing of most goods and services. While not ignoring the reasoning of the left brain function, we want to get involved in accordance with the function of the right brain more fans.
Compared with typical goods and services marketing, sports marketing is in at least ten terms (see table below) are different. We begin by discussing the differences between the customers and fans.
1. Fanatics
A key point of differentiation between the sports marketing and traditional goods / services marketing (hereinafter, GSM) is how we look at the individual buyer. One usually refers to a customer when the subject of goods and services. Sports teams and players have fans. Dictionary.com defines a customer as: A fan's "An ardent devotee;" One who purchases goods or services. "Enthusiasm." A fanatic is "a person marked or motivated by an extreme, unreasoning enthusiasm, as for the cause."
GSM is currently to meet customer needs primarily on the creation. Satisfaction occurs when expectations met or exceeded. A satisfied customer means three things. For the company [3] For a satisfied customer to increase the company's value for shareholders. Secondly, a satisfied customer guarantees the company of the future cash flows. Thirdly, satisfied customers to reduce the variability of future cash flows.
As GSM, sports teams strive to satisfy customers. However, we expect that the fanatics of the team or the brand is more than satisfied. Fans experience the joy and satisfaction with a successful team. But they also experience feelings of joy resonance or excitement deep into the identity of the individual fans, so that the effects are to be long-term, as a rule. [4] Delight is a combination of desire and passion with the element of surprise is often experienced in the sport. Moreover fanatical robust in the face of the failure of service (viz., Tim loss) when the excitement and joy can that fears and gloom turn. Sports teams to a loyal following fanatics mainly due to the high level of identification, which is the second point of difference between GSM and sports marketing is to develop.
2. Identification
Loyal customers for goods and services, while fans identify with teams, organizations and individuals. Loyalty is a repeat purchase of goods or services by consumers. Loyal customers are sensitive to differences in the brand and preferred brand or a number of brands over others. Identification is when a person on events as if the events that happened happened to him responds to the team or the player. A highly identified fan is to others in terms of a fan of the team, perhaps to the point that the fan feels s declare he / she is part of the team. Fans certainly. Loyal to the team in terms of repeat purchases, but the identification of the fans is more psychological subsidiary, which is the basis for determining the fans of self-esteem and self-esteem Chapter 1 is particularly concerned with how the team and the player can build a fan identification. Since find the identification of high-Fan, fans eager to find ways to encourage the team to someone else.
3. promotion and media
Thirdly, the manufacturer and / or distributor of goods and services to pay for the development and placement of brand advertising and promotion. Instead, sports teams, organizations and individuals (player, driver and artist) financial support to promote directly and indirectly and to promote yourself. Fans do not directly encourage the purchase and use or display of licensed merchandise. Sponsor directly promote the teams and individuals to pay for advertising and media do. For example, AT & T originally paid for the Dallas Stars will host the team site (attwireless.dallasstars.com). Likewise, radio and television broadcasting of sports events sponsors "presented by".
Most of the actual product, especially in terms of revenue, the transfer of the game or event. The fact that sports and entertainment program, distinguishing in and of themselves, of other goods and services. Goods and services, which are typically find it hard to entertain the use of products as a star of the show, even though more than a few have an infomercial with created the model fit promotes good From Performer Pro, Ab Dolly, Ab Energizer, From Flex, Ab Force Ab Rocker, Ab Roller, Ab Slide or Abtronic guaranteed You will not look like a model without "any effort from you." Anyway, the point is a different sport because someone else pays for the team advertising, promotion and broadcast in the types of goods and services are typical find it difficult to reach.
Goods and services marketers usually pay for the media to transmit or print advertising and promotional information, while media sports teams pay for the rights to broadcast or print team and event information. For example, CBS and Turner Broadcasting agreed to pay $ 10800000000 more than 14 years to the "March Madness" NCAA basketball tournament aired. In contrast, there is no network provides hundreds of millions or even billions of dollars to send, "in producing Tide detergent."
The from television contracts revenue is a differentiator between the principles of healthy sports leagues (NFL, NBA, MLB, NASCAR) and less healthy (NHL, MLS, and WNBA). The proliferation of broadcast and other media for the sport also reflects the fact that distribution for the sport more and more electronic and not limited to a static position.
4. Distribution channels: Static vs. Mobile
To designate goods and services specific geographic outlet. Customers buy from Sears to buy products at a Sears store or order local produce from the distribution center Sears' be sent. Distribution channels for Sears relatively static, changing only when the store opens or closes. Sporting events and teams to show on the other side, basically a driveway, from place to place, from town to town, national and global.
The ephemeral nature of experience and sporting events (as well as other competition broadcasting events such as "Survivor") suitable for electronic forms of distribution. That is, sports and entertainment, which is mediated for distribution through broadcast and online video. NFL, for example, in 231 countries aired over 24 time zones, upwards of 200,000 hours of programming in 32 languages. [5] In a manner similar to cable and Internet broadcasting system new distribution channels such NBA.TV has developed, blurring the line between traditional broadcast and on-line services that make the product available anytime, anywhere.
5. Products: global vs. Adapted
Due to the nature of the event and sales channels, sports such as football, basketball, baseball, tennis, golf and motor sport truly global product, the little translation or changes in the marketing mix acceptance across cultures requires to win. Marketing mix (product, place, promotion, price) for goods and services are tailored usually the typical local market.
Compared to most sports, is often called the product "global" not really listed as a global product, which is Coca-Cola and McDonald's a standard. Coke changed the packaging, name and syrup content abroad. McDonald offers beer in Germany and cooking hamburger restaurant, which is rare in France. Instead, the content or the products of the NFL, Formula 1 racing, Olympic Downhill Racing or the NHL remains the same throughout the world. In a sense, given the electronic transmission distribution is worldwide standard. Obviously, the promotion (eg, language) and the price (for example, the cost of cable or PPV) aspects of the marketing mix can be adapted for regional markets.
6. Two-part pricing
Customers pay provided usually a price for the products or services. If you go to the grocery store, choose your favorite grocery items [6] and pays the price to the point marked. You are not obliged to pay admission to the store so you can shop. There are, however, similar to fan loyalty and even fanaticism-product customers some exceptions. People pay an annual fee to Sams Club or Costco shopping. Some people we know really always very excited to be shopping at these places. The organization is the exception to the rule and adds evidence to suggest that the most successful marketers is that they mimic sports marketers.
Professional sports and major college sports fans have often two-part tariff (or price). While some services with relatively inelastic demand (electricity, utilities, etc.) with a two-part pricing system (base cost + cost of additional users) because of the monopoly and even sports organizations in the competitive entertainment market often charge double the price. In sports, the first payment (for example, donations to the University, the payment for the license, membership fees) are often required to make a limited amount of seat distribution. Fans have an initial fee which is then given the opportunity to buy tickets.
Preview promotions Texas Rangers "or bundle prices before you sign up. To the average
Another aspect of the two-part price in Sport is an event in itself. Fans have a ticket for admission to the event (the first payment) and buy other products (food, drinks, souvenirs) when entering then. So the pricing in most sports is settings should consider various forms of price pooling. Season tickets are available for a flat fee for the entire season and de-bundled in smaller packages or individual tickets Ticket. Provides ticket with a hot dog and a soft drink for a price is another example of price pooling because the price, which usually combines a two-part pricing. Price pooling is under service (eg package travel from air, hotel and ground transportation, cable TV package), so that this aspect does not in itself distinguish between the marketing of goods / services vs. Sports. However, it is common in all the context of sports marketing, but it's not for all the goods / services context. Interestingly, the fans usually have for admission among public institutions, although most of the ticket sales. Directly to the owner of the team
7. Equipment: Taxpayers vs. Support Company
Although the subject of much debate public policy, sports team owners often do not pay for their own facilities. May get a new automobile factory Nissan in location, favorable tax status and property in Mississippi ($ 695 million in tax breaks and incentives over 20 years), but still pay their own facilities (930 million $ in Canton, MS build). Instead, most institutions NBA owners largely or wholly paid for by the taxpayers. In addition, the naming rights for the team to promote to add additional revenue. Even investing as owners of private dollars in the system, the reason is not necessarily because public money is not available. In this case, to invest the owners to control the revenue only when they have the means.
Why is the city, county and state officials want to attract sports organizations? Why do they do, and their taxpayers are willing to pay to pass a referendum on this investment? This case can be used for various motives (mainly political and economic), it will support. However, from a broader sociological perspective give sports teams in the city (or country) with a social identity that can represent who they are to others. Successful State University sports teams allow constituents to present to other than winners. Formidable blue-collar character of the Steelers over the years symbolizes the Pittsburgh fans are all over the country. Uniform black, skull and crossbones and intimidating player for the Oakland Raiders to identify for better or worse, most of their fans. We're not sure what people are dressed like a pig in a dress with the Washington Redskins game means. In contrast, large cities that have lost, or no major league sports spend considerable resources on the search for identity in a fascinating way sports franchises.
Think about what sold in souvenir shops in the airport. You will always find sweatshirts, mugs and other items that represent the city to others who pass through the area. Goods can a logo licensed by the local golf course or minor league teams in Charleston (SC), the Cowboys in Dallas (TX) or the Jazz and Logo Olympics in Salt Lake City (UT) display. The bottom line is that people represent themselves and others. Through their identification with sports organizations It is interesting that the visitors buy goods from towns licensed to others to represent them visit there. Identity of sports organizations with social meaning and a good value for those who live in the city and those who visit the city. In any case, the social value of professional sports teams often go more than just the economic value of the team of direct relevance to the Community.
8. Competition: Cooperative (monopoly) vs. Individual (monopoly)
Branded goods and services that have traditionally not to cooperate in their marketing efforts. Can competitively at the wholesale level and in some retail markets, goods and services at very co-branding or cooperative strategic alliances to offset or balance the competitive strengths and weaknesses to participate. Not usually work but marketers of goods and services together in cross-promotion and working in league with each other as a permanent exercise. Admittedly, this is an area where some sports organizations are better than others. In addition to the major professional league, is a very good example also in major college sports conferences (SEC, Big 10, etc.) are found, negotiated and supported for the benefit of the League and its members. Fans of the team also gave strong support to the League and enjoy the following members of other teams or other than their favorite players (eg drivers, NASCAR and NASCAR).
Monopoly2The nature of sports leagues, especially at the professional level, to the point where the league operates as a monopoly, grew controlling entry and exit in the industry. For practical and legal reasons, the Major League Baseball is a monopoly. League continue to exempt from antitrust law. While Microsoft was prepared by the US Department of Justice, trade detentions and other major industries important for the US market (telephone, transportation, aviation) was sued broken to allow free entry to the market, the Major League Baseball is still allowed , to grant and to control the withdrawal of the franchise, is developing a television contract, before entering is worth in the market, and (depending on the source you are listening to) control the labor market.
Other Pro sports leagues to operate in the same manner, so that almost all of the new league has not a chance in the competition. A clear example of the control of this monopoly sports league in the NFL, where the city of Los Angeles has the NFL team, although the second market populous plan to share revenues US The NFL has helped that the entry barriers in the form of first franchise Fee LA to promote for potential team owner exceeds US $ 700 million (for the Houston Texans paid in the Houston market value). What is clear is that the free market have a professional football team in Los Angeles. A monopoly, in this case, no.
In summary, the point here is that all goods and services, marketers must comply with federal laws cartel. Professional sports, especially, no. The presented logic is that the league needs to get control of the integrity of sport, as they seek to protect social fans.
9. Effect: Economic vs. Social
As already concluded, the customer pays an economic price for goods or services that they buy, while fans make social investments in the transaction. Customers usually give a monetary value in exchange (what for what you get given) for goods or services, even if the time and effort of search can also be removed. In most cases, however, occur only limited social exchanges. If you go out with friends for dinner on a Friday night, you will probably be largely driven by social reasons, to go to a particular restaurant and eating certain foods and drinks. In the same place, however, groups of people and customers at the same time to buy foods in which social exchange contributed little or no part of the session. In both cases, the replacement of the restaurant is still pending on the purchase of food. Obviously, the more that the restaurant can do to make your purchase based on experience (eg Rainforest Cafe, ESPN Zone, etc.), the more you practice, what is common to sports marketers.
In sports, almost always (98-99% of the time) with at least one other person. Sports fans pay the price for the right to the emotional experience to enjoy with others. Fans go to games to be with other people, to share experiences in this social exchange. More generally, in contrast to most other retail settings, many people have a positive psychological effect. No line at the supermarket check-out make some buyers happy, but there are no lines to see a ball game or a concert is a gesture that is sure to feel this is a good or bad event fans in the stadium arrived on the wrong date , The excitement of competition and the aura of the star power of players in the team are that the experience is best enjoyed in front of others.
10. Contracts Power: Ownership vs. Employee
Finally, the size and strength of the manufacturers or distributors of goods and services is granted ownership affect contract employees Most goods / services context. Salaries, benefits and ownership are largely controlled by the owners. Employees have mobility, but rarely alone affect the results of the company to provide contract demands.
Employees (viz., Player) but of team sports are more power over employers have contracts. Negotiated new concession contract and arbitration usually for the player. At the same time that the union membership has declined in manufacturing in the last four decades, the union membership in professional sports league has grown relatively strongly possessed by the leverage of the players. This have walkouts at major sports leagues themselves. In the last decade on the agenda In 2004-05, the NHL shutdown because of the reluctance of players to comply with the requirements of the owner of the new treaty. Similarly, MLB players forced the cancellation of most of the season and the World Cup in 1994. The 2011 NBA lockout reduced Season 82-66.
Although nine first difference is, the positive aspects of sports marketing, leverage or power of individual players in college and professional sport have significant negative effects are clear. The average fan has difficulty with multi-millionaire 21 years identifying often seemed grateful for what they have. Players and coaches are ready to act to the team more money loyalty. Tim revoked overnight and moved to another city. Drivers Motorsport sponsoring trade for more money. While most fans probably do not blame the team or players, in order to maximize their financial situation, the most important fact that such fluctuations erode loyalty and identification. Just as brands lose customers when they change advertising agencies and campaigns over the years, the team has identified lose fans because they distract seek the energy of the players and team names, to make more money.
So what sports marketing?
As with any taxonomy, there are exceptions. Some entertainment services, such as the film industry, sharing characteristics with sports teams and players. In the same way that we think of some sports marketing context in which the owner does not share some of these features. , As you can see from these pictures 10 dyads, however, is the norm in sports marketing different from the norm in other forms of marketing.
Briefly, then, what kind of sports marketing? Sports marketing is to build a very identifiable, passionate fan base, so that fans, sponsors, media and pay the government to promote and support the organization in the interests of social sharing and personal, group and community identity in the competitive environment of the cooperative.
In the following chapters are the necessary components for an effective sports marketing strategies that offer to perform maximize the fan identification.
Graduation
Is the conventional marketing of goods and services that best describe and predict the effective marketing would? Or do sports marketing?
Effective sports marketing is mainly based on the identification of the building enthusiasts. Customers can identify with either the brand or service, such as when a customer appears wearing certain clothing brand prominently on their clothing. Thus it can be said that the identification just a deeper level of fidelity. , The best example of following fanatics but are in the field of sports marketing.
Emulate branded goods and services, to build the practice of sports marketing clients very identifiable. Services such as eBay could produce fanatical support, allowing users to create and meet other eBayers connected to the club for the social benefits with Being. Branded products such as Apple can generate enough enthusiasm among fans reasoned that they pay a premium in order before someone else to buy a new version of the product. However, these examples are the exception proves the rule: the principles of sports marketing best examples of effective marketing.
Nonsports organization can benefit from understanding and practicing the principles of sports marketing. Brands that produce the degree of identification, as they find in the world of sports enthusiasts who are willing proud of their brand name wear (eg Nike) and otherwise displaying unyielding devotion are asserted. Whether your career in sports marketing or shopping, should this text guidelines for excellence in marketing.
The text is to provide a framework for understanding how buyers react properties (ie, organization, team, athlete, artist) organized and their sponsors. Sports marketing practice is on building a fan base that is very identifiable to land on the base. While we primarily on team sports the property slightly different entertainment company that highly identified fans as musical artists, concerts and places, movies and actors, museum or theater could generate. To see how in the field "properties", highly identified fans develop a passionate relationship with the property that, events leads (meeting with other fans), and goods with the consumption of media.
Roller sports entertainment organization in the marketing begins with knowledge of the individual fans, and created by Customer Relationship Management System (CRM) obtained and analyzed to gain insight into the fan. Armed with this knowledge develop organizations Ticket a plan to meet the wishes of the fans excited. Prices and promotions are designed to add value to the organization and to generate income. Sportscape facilities designed and maintained to attract fans to the place and they want to stay as long as possible. Use of the passion fans develop merchandising licenses organizations strategies to meet identify with the team and its players the wishes of the fans. The combination of all these components, fans feel are part of a community of fans around the team and fans.
Brands search for harmony with nature, an active, enthusiastic fan base. The aim is to enable the sponsor brand in the minds of the fans so the affinity for the transfer of ownership of the brand. When this happens, fans attribute positive associations with the brand, making it more clear.