Questions and Answers of Marketing Strategy

What is a marketing orientation, and how do sports organizations practice a marketing orientation?
Discuss some of the ways that the sports marketing industry is growing?
Outline the simplified model of the consumer–supplier relationship in the sports industry.
What are the three distinct types of sports consumers? What are the different types of spectators?How are sports participants categorized?
Define sports products. What are the different types of sports products discussed in the simplified model of the consumer–supplier relationship in the sports industry?
Describe the different producers and intermediaries in the simplified model of the consumer–supplier relationship in the sports industry.
What are the basic elements of the sports marketing mix?
What is the marketing exchange process, and why is the exchange process critical for sports marketers?
Define the strategic sports marketing process, and discuss the various elements in the strategic sports marketing process.
Provide five recent examples of sports marketing that have been in the news and describe how each relates to our definition of sports marketing.
How does sport differ from other forms of entertainment?
Provide an example of a sports organization that suffers from marketing myopia and another sports organization that defines its business as entertainment. Justify your choices.
Attend a high school, college, and professional sporting event and comment on the marketing orientation of the event at each level of competition.
Provide three examples of how you would measure growth in the sports marketing industry. What evidence do you have that the number of people participating in sports is growing?
Discuss the disadvantages and advantages of attending sporting events versus consuming a sporting event through the media (e.g., television or radio).
Develop a list of all the sports products produced by your college or university. Which are goods and which are services? Identify ways in which the marketing of the goods differs from the services.
Choose any professional sports team and describe how it puts the basic sports marketing functions into practice.
Using Internet sites, support the growth of the sporting goods industry.
Compare and contrast the Internet sites of three professional sports teams. Which site has the strongest marketing orientation? Why?
Describe the contingency framework for strategic sports marketing.Why is the contingency approach especially useful to sports marketers?
Outline the strategic marketing process, and comment on how it is related to the external and internal contingencies.
Define the marketing environment.Are all elements of the marketing environment considered uncontrollable? Why or why not?
What is environmental scanning?Why is environmental scanning so important? Who conducts the environmental scan, and how is one conducted?
Define competition. What are the different types of competition?
How has technology influenced the sports marketing industry? Discuss how “out- of- market” technology benefits sports spectators.
Identify several cultural and social trends in our society and describe their impact on sport and sports marketing.
What are the core American values, and why are they important to sports marketers?
How does the physical environment play a role in sports marketing? How can sports marketers manipulate or change the physical environment?
Define the political and regulatory environment. Cite several examples of how this can influence or dictate sports marketing practices.
Describe the different demographic trends of interest to sports marketers. How will these demographic trends influence the strategic marketing process?
Differentiate between macro- and microeconomic elements. Which(macro- or microelements) do you feel plays an important role in sports marketing? Why?
How can sports marketers assess the external environment? What are some sources of secondary data that may assist in understanding the current and future external environment?
Interview the marketing manager of a local college or professional sports organization and develop a list of the uncontrollable factors that were unexpected throughout the last season.
Interview the marketing manager of a sporting goods retailer or sports organization about the company’s strategic sports marketing process.Ask how the external and internal contingencies affect
Find two sports organizations that, in your opinion, have effective mission and vision statements. How do they promote these statements and how are they reflected in the organization?
Describe all the ways the changing marketing environment will have an impact on NASCAR racing. How should NASCAR prepare for the future?
Your university’s athletic program has a number of competitors. List all potential competitors and categorize what type of competition each represents.
Find examples of how technology has influenced the sporting goods industry, a professional sports franchise, and the way spectators watch a sporting event. For each example indicate the technology
Develop advertisements for athletic shoes that reflect each of the core American values discussed in this chapter.
Interview five international students and discuss the core values used by sports marketers in their culture.Do these values differ from the core American values? For example, do the British value
How does the physical environment of your geographic area or location play a role in sports marketing?
Describe how changing demographic trends have led to the development of new sports leagues, the shifting of professional sports franchises, and new sports products. Provide three specific examples of
Experience a portion of any sporting event via Internet broadcast. What did you enjoy the most about this experience, and what could be done to improve this technology?
Find three sports products on the Internet that stress technological innovation. Do the companies communicate their technological advantages differently?
Search the Internet for articles or sites that discuss the pros and cons of the banning of tobacco advertisements at sporting events.
Go to the Internet and find census data to support what sports fans in 2020 might look like from a demographic perspective.
Define sports marketing research.Describe the relationship between sports marketing research and the strategic marketing process.
Define problem and opportunity definition and explain why this step of the research process is considered to be the most critical.
What are some of the basic issues that should be addressed at a research request meeting?
Outline the steps in developing a research proposal.
Define a research design. What are the three types of research designs that can be used in research? How does the choice of research design stem from the problem definition? Can a researcher choose
Describe some of the common data collection techniques used in sports marketing research. How does the choice of data collection technique stem from the research design type?
What are some of the central issues that must be considered when conducting focus groups?
What are the pros and cons of laboratory studies versus field studies?
Outline the nine steps in questionnaire design. What are some of the most common errors in the wording of questions?
Define nonprobability sampling and probability sampling techniques.What are three types of nonprobability sampling?
What is a sampling frame?How do researchers decide on the appropriate sample size for a study?
What are some of the guidelines for preparing oral and written research reports?
You are interested in purchasing a new minor league baseball franchise. The franchise will be located in your area.To reduce the risk in your decision making, you have requested that a sports
Using secondary data sources on the Internet, find the following and indicate the appropriate URL(Internet address):a. Number of women who participated in high school basketball last yearb.
Using the Internet, find at least five articles that relate to the marketing of NASCAR.
Using the Internet, locate three companies that conduct sports marketing research. What types of products and services do the companies offer?
Define participant consumption behavior. What questions does this address with respect to consumers of sport? From a marketing strategy perspective, why is it critical to understand consumer behavior?
Outline the components of the simplified model of participant consumer behavior.
Outline the steps in the decision- making process for sports participation. What are the three types/levels of consumer decision making? How do the steps in the decision- making process differ for
Define personality. Why is it considered one of the internal factors of consumption behavior?Do you think personality is related to the decision to participate in sports?Do you think personality is
Describe Maslow’s hierarchy of needs. How is Maslow’s theory linked to sports marketing?
What is meant by the term sports involvement from the perspective of sports participants? How is sports involvement measured and used in the development of the strategic marketing process?
Define perception and provide three examples of how the perceptual processes apply to sports marketing.
Describe the three major learning theories. Which learning theory do you believe best explains the sports in which we choose to participate?Why is learning theory important to sports marketers?
Describe the three components of attitude. How do these components work together? Why must attitudes be measured to increase sports participation?
Define culture and explain the process of sports socialization.Describe the core American values.
Define social class and explain the characteristics of individuals at each level of the seven- tiered structure.
Explain how reference groups play a role in sports participation.
Discuss the traditional family structure and then the nontraditional family structure. How do today’s nontraditional families influence sports participation? Is this for the better or the worse?
Explain each of the five situational factors that influence the participant decision- making process.
Trace the simplified model of participant behavior for a consumer thinking about joining a health club.Briefly comment on each element of the model.
Ask three males and three females about the benefits they seek when participating in sports. What conclusions can you draw regarding motivation? Are there large gender differences in the benefits
Interview five adult sports participants and ask them to describe the sports socialization process as it relates to their personal experience.Attempt to interview people with different sports
Watch three advertisements for any sporting goods on television. Briefly describe the advertisement and then suggest which core American value(s) are reflected in the theme of the advertisement.
Develop a survey instrument to measure attitudes toward jogging.Have 10 people complete the survey and then report your findings. How could these findings be used by your local running club to
Interview five children (between the ages of eight and 12) to determine what role the family and other reference group influences have had on their decision to participate in sports. Suggest
Prepare a report that describes how time pressures are influencing sports participation in the United States. How are sports marketers responding to increasing time pressures?
Using the World Wide Web, prepare a report that examines sport participation in Australia. What are the similarities and differences in the sports culture of Australia versus that of the United
Find and describe two sports Web sites that specifically appeal to children. How does this information relate to the process of consumer socialization?
Find and describe a Web site for a health club. How does the information relate to the consumer decision- making process to join the club?
What might be examples of true differentiations in digital platforms?
How do you find out more about what your competitors are working on and are testing in the marketplace?
How do you get better at obtaining customer data to evaluate the monetary impact of your digital solution?
Why was product analytics influential in Brand24’s overall pricing optimization success?
What is the reason for differences in initial impact calculation versus the realized one (over $40k MRR vs. $4k MRR)?
Use the Brand24 case study to outline three to five critical success factors important in the price realization project. Why do you think they’re essential?
What are currently the most widely used approaches for price setting in the SaaS industry?
In which respect are pricing models currently changing in the SaaS industry? Please briefly characterize different pricing models.
What organizational capabilities are critical to successfully implementing usage or consumption-based pricing models?
What processes can help ensure that product teams adopt best-in-class value-based pricing and offer design for their digital solutions?
What pricing tools can be used to improve how to price digital solutions, and link that pricing to the ‘value story’?
What key considerations are required to develop a final commercial structure for B2B digital solutions?
How do you get customer insights to develop packaging models?
How does GBB compare with other packaging options such as open bundles or functional bundles?

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