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Sports marketing chapter 4
Sports marketing chapter 4
Sports marketing comissions
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Threats A threat for the Red Sox organization could be the increase in dorm buildings in the city and the push by the Mayor to get students back into dorm housing to make room for families in the city. If students are living in dorm buildings again there will most likely be an increase of students going home for the summer and thus not as many students to target between the months of May and September. Another article also stated that because of these trends in college consumers the costs of certain advertising methods has gone up. There seems to be more competition between sports teams and social platforms advertising that has created price increases and the best spots are reserved for the highest bidder. This may pose a threat for …show more content…
the Red Sox as it can be very expensive to the organization. As said by Jill Sherman, senior vice president for social strategy at the digital agency DigitasLBi, “We’re entering a time when there are going to be a phenomenal number of opportunities for brands.” This is true also for the Red Sox in the race for building a stronger fan base with concentration on the college students in the area. The ability of a fan to be more engaged in real time sports is creating many new advertising promotional strategies on all platforms and is increasing the amount of sports teams battling for advertisement space on media platforms such as Facebook, Instagram, Twitter, and Snapchat (Ember, 2015). Another threat to consider for the program is the emotion of feeling left out.
Many students when they come to college want the experience the college lifestyle, which consists of drinking and hanging out with groups of friends throughout the weekend or during the weekdays. Even though the Red Sox may offer $9 tickets for college students they are also in competition with the college student lifestyle. A study by Wechsler stated, " that 44% of all college students surveyed over 140 campuses claimed themselves as binge drinkers or heavy drinkers"(2015). This provides a weakness to the Red Sox attendance because the college lifestyle offers college students the ability to go out and party with others. They have a mindset of not wanting to miss out on the party atmosphere and the fun that could have occurred there while they were attending the Red Sox game. The parties can create friendships and they have little to no cost to the students. Methodology The methodology of this research project included both qualitative methods and quantitative methods. The qualitative methods were used for primarily background information and specific examples of respondents that would be considered part of the target market. The quantitative methods included a distributed survey and a collection and analysis of the results using statistical software. …show more content…
Qualitative Qualitative data is harder to analyze than the quantitative data, but provides beneficial insights on personalized information given directly from the target market. The first method of collecting qualitative data was through exploratory surveys. Questions were created before the survey to guide the direction of the answers and then conversation was created about the subject. One group member sat down with a Suffolk University student named Eric, who is a strong New England sports fan and has been to several Red Sox games in the past. The second interview was conducted with Nick, who is also a strong New England sports fan, but whose primary interests lie in football, baseball, and hockey. The second form of qualitative data gathered was through open-ended questions in the distributed survey. The following questions were included in the survey and answered by a majority of the respondents: “Can you please tell us why you would be (Very Unlikely to Very Likely) to purchase a ticket through #Student9s program next season,” and “Please tell us about the best time you ever had at Fenway.” These questions allowed for respondents to write answers, with only a number of characters limitation, to express a more exploratory set of data to be analyzed in a qualitative manner. Quantitative Quantitative data was the main focus of this research as it allowed for more in depth statistical testing to be done to create accurate results for the Red Sox.
Marketing students in specific classes created surveys using Qualtrics; the best questions from these surveys were aggregated by the professors and then administered via email in a convenience sampling method. This means students and professors emailed the survey to other students at Suffolk, students at other schools, friends, and others. The survey information was collected for a period of a couple weeks before being inactive. The results of the survey were then gathered by the professors and properly put into the statistical software SPSS for analysis. The graphs below show a demographic overview of the respondents to give a better understanding of the
data.
Saputo’s business is constantly affected by changes in the exchange rate as the majority of its business takes place outside of Canada. Due to the fact products and cash flows travel internationally, the company is exposed to economic exposures. Exchange exposure affects Saputo in many ways such as the cost of production and demand for their products. Transaction exposure affects Saputo when cash flows from foreign operations into Canada. Saputo is affected by translation exposure when foreign revenue is converted into Canadian dollars for its financial statements.
The day that nascar was officially formed was February 21, 1948. However, long before that bootleggers from the south would soup up their cars. They did that because alcohol was banned and they wanted to be able to consume and produce alcoholic products without getting caught by the law. Therefore, they made their cars faster than the police. A marketing activity is a way that a company builds brand awareness. For example, a few marketing activity that nascar utilizes is their website and their apparel they sell. Their website offers a way for the fans to become more informed when nascar events will take place and where. fan apparel helps nascar when fan buys a certain shirt or object it allows their sponsor to be advertised more around the country. In nascar 63% of its fans
Scrivo, K. (1998, March 20). Drinking on campus. CQ Researcher, 8, 241-264. Retrieved from http://library.cqpress.com/cqresearcher/
Marketing is not just about selling and advertising products and services. In general, marketing is associated with identifying the particular wants and needs of a target market of customers, and then working to satisfy those customers better than the competition. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution or place (Bethel, 2007). Understanding ways to identify the target market is crucial in developing market strategy. This paper is intended to define target marketing and examine a market analysis of Stacy's Pita Chip Company.
Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...
Cleveland was founded in 1796 in the Connecticut Western Reserve near the entry of the Cuyahoga River by the Connecticut Land Company. It is located on the southern shore of Lake Erie. The city is the second largest city in Ohio with a population around 388,072 people. Cleveland has differentiated sectors of economy, that include manufacturing, financial services, and healthcare.
The customs that college students go through are mostly a result of the environment they live in. The walls of college sports arenas everywhere have advertisements from alcohol industry sponsors somewhere, even if it is in the smallest area, it is still visible. Magness Arena does not have advertisements on the walls but they do sell beer to students. I have seen many students that go to University of Denver get alcohol when at a game. Local establishments near campus that serve or sell alcohol, depend on the college clientele for their financial success. These students that help with the local establishments normally get their beer for parties. Many people think that it will be easier to meet people at party if there is alcohol. When the majority of students look at a college they look at the sports teams, academics, and they actually...
College student drunkenness is far from new and neither are college and university efforts to control it. What is new, however, is the potential to make real progress on this age-old problem based on scientific research results. New research-based information about the consequences of high-risk college drinking and how to reduce it can empower colleges and universities, communities, and other interested organizations to take effective action. Hazardous drinking among college students is a widespread problem that occurs on campuses of all sizes and geographic locations. A recent survey of college students conducted by the Harvard University School of Public Health reported that 44 percent of respondents had drunk more than five drinks (four for women) consecutively in the previous two weeks. About 23 percent had had three or more such episodes during that time. The causes of this problem are the fact that students are living by themselves no longer with parents or guardians; they earn their own money; students need to be a part of a group, be accepted; and they have the wrong idea that to feel drunk is “cool.”
I am glad that the Boston Red Sox are working toward bringing a safe and positive environments for the fans and players. Also, I am glad that people are recognizing what is and what is not appropriate behaviors to display in public.
Weshler, Henry, and Wuethrich, Bernice. Dying to Drink: Confronting Binge Drinking on college campuses. Chicago: Rodale Inc., 2002. Print.
Binge or excessive drinking is the most serious problem affecting social life, health, and education on college campuses today. Binge or excessive drinking by college students has become a social phenomena in which college students do not acknowledge the health risks that are involved with their excessive drinking habits. Furthermore college students do not know enough about alcohol in general and what exactly it does to the body or they do not pay attention to the information given to them. There needs to be a complete saturation on the campus and surrounding areas, including businesses and the media, expressing how excessive drinking is not attractive and not socially accepted.
test whatever it's a bad effect or not. So when it used on humans, we
These issues could have been resolved if a proper market analysis was done. The outcome of this research could have suggested that it best suits highly populated areas. The objective of this research is to help a company or an entrepreneur understand the business environment better as well as customers’ needs and, therefore, make better business decisions. Once the market research data is compiled, it is then evaluated upon which recommendations and conclusions are drawn.
The SWOT analysis is a useful tool for identifying our personal strengths, weaknesses, opportunities, and threats to our plans and goals. According to a “Fuel My Motivation” article (2010), this analysis considers internal influences that can positively or negatively affect our ability to achieve our goals. The internal factors are our strengths and weaknesses. Also considered are opportunities and threats, which are external influences that can have a positive or negative impact on the ability to achieve our goals. I will share how the self-assessment instruments and self-exercises in this course have contributed to assessing and understanding my strengths and weaknesses. I will also discuss techniques I will use to leverage my strengths and understand my weaknesses. In addition, I will consider opportunities that I can take advantage of and the threats that can possibly impede my progress.
...chniques and procedures among those associated with quantitative or qualitative research. A literature review, which included document analysis, was used to answer sub-questions one, two and three. A model building approach was suggested to answer sub-question four. In addition, the study uses a case study as a proof-of-concept. The use of a case study is a qualitative empirical study to strengthen the research validity. Since the research methods directly responding to the research questions (Literature review and Model building) make use of textual data, we classified this study as a qualitative study. Table 3.1 below summarises the classification of this study in terms of the dimensions discussed above.