Deck 3: Sport Consumer Behavior, and Sport Products and Logistics Management

Question 1

Explain the sport marketing planning process as it relates to sport product and services management at an independent league baseball game.

Answer 1

The sport marketing planning process involves the development of the sport organization's products and services marketing strategies, including the tactics and programs to be implemented during the lifespan of the plan.
The students should take a step-by-step approach to answering this question, coving the following topics systematically
Define the competitive set, which is the process of determining the direct competitors to a sport organization in the specific product or service area.
Engages in a category attractiveness analysis, which involves developing a general understanding of the market segment category the organization operates in, and whether continued investment in that segment will yield an appropriate return. Students should cover aggregate marketing, segment, and environmental factors as a part of the analysis.
Determine market potential by estimating the maximum possible sales of a sport product or service. This will allow a sport organization to gain valuable knowledge about the amount of sport product or service to make available. Students should explain what happens when estimates are too low or too high.

Question 2

What are the six stages of the sport product and services life cycle? Explain each stage in terms of bringing a new sport product or services of choice to market.

Answer 2

The explanation will vary based on the type of sport product or service the student chooses to bring to market. However, each of the six stages of the sport product and service life cycle should be covered.
Development - The initial stage where an idea of a new product or service or a new twist to an existing product or service is contemplated and moved on.
Introduction - The point at which a sport organization puts their product or service into action and starts to capture market share.
Growth - The point when the company with the best product, price and or service rises to the top, and maximizes sales and profit.
Maturity - The time at which the sport product or service has maximized profits and is seeking to maintain a stable place in the market
Saturation - The stage when gaining market share begins to slow.
Decline - The point when a sport product or service becomes obsolete

Question 3

Define supply chain management. Identify and explain the five components of an effective supply chain management system. Why is it important for a sport retailer to have an effective supply chain management system?

Answer 3

Supply chain management is the combination of art and science that goes into improving the way your company finds the raw components it needs to make a product or service and deliver it to customers.
The following are five basic components of SCM.
Plan - This is the strategic portion of SCM.
Sourcing - Choose the suppliers that will deliver the goods and services you need to create your product.
Production - This is the manufacturing step.
Logistics - Coordinate the receipt of orders from customers, develop a network of warehouses, pick carriers to get products to customers and set up an invoicing system to receive payments.
Returns - The problem part of the supply chain.
Students will have various reasons for having an effective supply chain management system in sport retail, but they should include some of the following:
Before the Internet, the aspirations of supply chain software devotees were limited to improving their ability to predict demand from customers and make their own supply chains run more smoothly.
Now, companies can connect their supply chain with the supply chains of their suppliers and customers together in a single vast network that optimizes costs and opportunities for everyone involved.
Most companies share at least some data with their supply chain partners.
The payoff of timely and accurate supply chain information is the ability to make or ship only as much of a product as there is a market for (just-in-time manufacturing).

Question 4

What are supply chain metrics? What are the main supply chain metrics utilized in logistics? What role do supply chain metrics play in making marketing decisions?

Question 5

The sport marketing professional must be able to understand the individual personality of the sport consumer. The primary measure of this is the consumers' self-concept. By first defining the three components of self-concept, describe how you would design a poster that would take into account all three components and attract someone to attend an arena football game?

Question 6

Spectators are vital to the success of attendance-based sport activities. The sport marketing professional plays a crucial role in motivating spectators to attend events, especially if the team is not successful on the playing field. Define intrinsic and extrinsic motivation, and discuss how you would use each method to motivate customers to attend a National Basketball Association game pitting two losing teams against each other late in the season.

Question 7

Discuss how socialization, involvement, and commitment play a critical role in the decision making process as to whether a sport consumer will "consume" the sport product by buying a ticket, purchasing merchandise, or simply supporting a team.

Question 8

What is viral marketing? Give an example of how you have experienced viral marketing? How would you utilize each of the six methods of viral marketing leadership to entice the sport consumer to make the "correct" decision and "consume" the product or service you are offering?