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consumer behaviour
Customer Service Skills For Success 8th Edition Robert Lucas - Solutions
What determines the likelihood of a new product being quickly adopted by the marketplace?
What are the two key metrics a marketing manager needs to know in order to assess the performance of their brand?
What is “partitioning”? Can you think of some circumstances where a professional sport team might experience some partitioning with other brands?
A manager of a professional sport team notices that as the number of season ticket holders has grown, the average games attended per ticket holder has dropped. Should the manager be concerned? Explain why or why not.
Explain the duplication of purchase law and how it might explain the behaviour of sports fans watching teams they don’t support play.
What are the advantages/disadvantages of qualitative versus quantitative research? Think about some examples where you would prefer one or the other in a sport context.
Following a formal research process can be expensive and slow. Why is it recommended then, that managers follow a formal process?
Discuss the most common segmentation criteria, by presenting examples from the sport market.
Present examples to show how a combination of demographic and behavioural segmentation variables can be applied in the sport market.
Present examples of strategies that can be used by sport marketers (both participant and spectator sectors) in order to target: (a) women, (b) elderly, and (c) Hispanic populations.
Define brand equity in compliance with Keller’s (1993) model.
Discuss the three dimensions of brand associations as proposed by Keller (1993). Present sport-related examples of brand associations to support your answer.
Explain how brand associations can be measured in relation to spectatorship sport (e.g., a football team) and participatory sport (e.g., a health club).
How does a distinctive brand differ from a differentiated brand?
Find an example of a sport team that has changed a significant element of its brand recently. Considering brand theory, how well do you think that change has been managed and why?
Which of the five decision-making perspectives do you feel captures your view of sport consumers and why?
How do personal, psychological, social, and contextual factors influence consumption of managed sport products (e.g., professional football match, distance running event, fitness classes) versus non-organized (e.g., running/jogging, biking, yoga, rock climbing, kayaking)?
Describe the difference between a need and a want in a sport consumption context.How can these differences shape the way sport managers design and market a product?
Describe the difference between extensive, limited, and routine problem-solving.How do these differences influence gathering and processing information? How do informational needs change when buying a sport product versus using it?
What evaluative criteria would a consumer use when purchasing a ticket to watch a live sporting event? How does a consumer narrow down the number of options to a smaller number?
Describe the difference between attribute-based and attitude-based decisions rules. How do non-compensatory decision rules differ from compensatory?
Think of a sport product you have recently purchased and used. Explain how you evaluated (a) the purchase situation, (b) taking possession of the product, and (c)the usage context. What were your thoughts and feelings duringa, b, & c?
What are key personal, social, contextual, and psychological factors that could influence a customer buying and using a sport product or related brand in each of the four PCM stages?
What are the three aspects of meaning placed on a sport product within the attachment stage? Provide a sport or recreation example of each aspect.
Which stage of the PCM is likely to have (a) the most customers, (b) the least customers, (c) the most loyal customers, and (d) the most likely to stop buying and using the sport product?
What management strategies could be utilized to help a customer move from the awareness stage to the attraction stage? Provide specific examples or tactics that could be used. What factors could prevent the customer from moving from awareness to attraction?
What management strategies could be used to help a customer progress from the attraction stage to the attachment stage? Provide specific examples or tactics that could be used. What factors would prevent the customer from moving from attraction to attachment?
How can Maslow’s hierarchy of needs theory be applied by sport marketers?
Discuss the two types of motivation, as proposed by the Self-determination Theory, and find examples for each of the two types in relation to motivation and their sub-dimensions.
What are the main outcomes of motivation? How do the three main motivation dimensions (i.e., intrinsic, extrinsic, and amotivation) relate to outcomes?
What are the three components of meaning in the Personal Investment Theory?
Show the relevance of Personal Investment Theory for sport marketing, by providing specific examples.
What are the differences and similarities between users of e-sports and traditional sports in terms of their motives?
What are the main motive dimensions as proposed by the REP scale?
What are the main motive dimensions as proposed by the SPEED scale?
What are the differences in the measurement of motives between spectatorship sport (e.g., watch a game) and sport event tourism (participate in a city marathon)?
Why it is important to understand sport involvement?
What are the two different approaches to measure sport involvement?
What are the key antecedents and consequences of sport involvement?
How can sport involvement be used to create different profiles of sport consumers?
How can sport involvement information be used as a segmentation technique within the PCM?
Outline some different ways a sports fan could engage with their favourite team. Overlay those different engagement activities over the PCM, showing which activities you expect to occur at each stage of that model.
Discuss the three categories of leisure constraints and find applications for each of them.
Critically discuss the hierarchical model of leisure constraints, with reference to active sport participation and spectatorship behaviour.
Propose strategies to alleviate the effects of leisure constraints, by discussing all the dimensions proposed in the literature.
Critically discuss the relationship between sociodemographic variables and perception of leisure constraints. Find examples from different sport contexts to support your arguments.
Critically discuss the internal negotiation proposition by providing examples of different sport contexts.
Compare and contrast the structure of leisure constraint dimensions between active sport participation and sport spectatorship (e.g., game attendance and sport event attendance).
Discuss the components of the tri-dimensional attitude model, by providing examples in the sport context.
How applicable is the Planned Behaviour Theory for sport marketers? Present specific examples to support your arguments.
Compare and contrast the tri-component attitude model with the TPB.
What are the main sources of attitude development? Which sources can be considered as the most powerful ones and why?
What are the main strategies that can be used in order to change consumer attitudes? Present examples to support your discussion.
Discuss The Fan Attitude Network Model and provide examples for its components.
How can attitude theory be used to help sponsorship research? Provide an example of a sponsorship program to support your argument.
What are the main attitudinal variables that can act as antecedents of a successful sponsorship program? Discuss them in the contexts of a sport event (e.g., NBA all-stars game) and a professional sport team (e.g., a baseball team).
Think of an example of sport team fandom based on your own experience. How do you experience “the sense of belongingness with a sport team” differently than others?
What prejudicial attitudes and different behaviours have you observed among in-group fans versus out-group spectators when attending a game?
What is the key difference between sport team identification and social identity?
Imagine yourself as a member of a sport in-group. What is the optimal level of distinctiveness that you desire?
Imagine you are forced to decide about purchasing tickets to a sporting event. How would individuals low and high in team identification differ in their decision-making?
Imagine yourself participating in a
km road race. What is the number of multiple in-groups that could exist?
What are the various strategies that a sport organization can use to increase the level of team identification?
What are the relationships between service quality, expectations, and satisfaction?
What are service quality gaps? Name three that can arise, giving an example of each.
If an organization does not want to undertake formal research, what are some of the data sources on customer perceptions of service quality they could access?
What are the key differences between SERVQUAL and SERVPERF?
Explain the disconfirmation of the customer expectations model.
Discuss the relevance of Trait Personality Theory for sport consumer behaviour, and use examples.
Examine Aaker’s brand personality model by discussing its applicability in sport consumer behaviour.
Discuss the main criticism of Aaker’s brand personality model in relation to sports.
Discuss the main antecedents and consequences of brand personality. Provide examples.
How can brand personality be measured in the context of sport teams, sport events, and sport activities?
What are the main reference groups that influence sport consumer behaviour? Present examples to support your answer.
What are the main demographic changes that influence (or will influence) sport consumer behaviour?
What is the role of family on sport consumer socialization?
What are the main age cohorts in the United States and what are their characteristics?
What is the influence of social class on active sport participation and sport spectatorship?
What are the main changes in the patterns of race and ethnic groups? Will these changes influence the sport market?
Technology changes sport distribution, such as global sports being more accessible via streaming or video tutorials available on YouTube to teach sport skills. In this new digital reality of sports, discuss whether the role and/or influence of family and parents in sport socialization is still as
Present examples to show how sport consumer behaviour concepts discussed throughout this book, such as motivation, perceived constraints, segmentation, target markets, etc., relate to and/or are impacted by the technologies discussed in this chapter.
Present examples to show how technology can be implemented by a professional sport organization to improve venue experiences for fans throughout the game day journey.
Discuss a technology that was not covered in this chapter, by presenting examples of it and how it impacts sport consumer experiences.
Present examples of potential concerns related to technology, or downsides of technology, that sport organizations should be aware of when implementing or considering new technologies.
Define customer service.
Describe factors that have impacted the growth of the service sector in the United States.
Identify societal factors that have influenced customer service.
Recognize the changes in consumer behavior that are impacting service.
List the six major components of a customer-focused environment.
Explain how some companies are addressing the changes impacting the service sector.
Explain the elements of a successful service culture.
Define a service strategy.
Recognize customer-friendly systems.
Implement strategies for promoting a positive service culture.
Separate average companies from exceptional companies.
Identify what customers want.
Explain the importance of effective communication in customer service.
Recognize the elements of effective two-way interpersonal communication.
Project a professional customer service image through positive communication.
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