Deck 2: International and Global Sport Marketing Concepts, and Sport Marketing Research and Information Systems

Question 1

The most significant method for collecting primary data in marketing research is through surveys. Considering the three survey methods discussed in the chapter, define and describe how you would utilize each of these methods while conducting research about customer satisfaction of concessions at an arena?

Answer 1

Self-Administered Surveys - when the survey is completed by the respondent on their own.
Interviews - person-administered surveys through one-on-one contact including personal interviews, telemarketing, and shopping intercepts.
Computer-Administered Surveys - surveying via online/internet based questionnaires, computer-assisted telephone interviews, and fully computerized interviews.
All examples should describe how the survey would be administered, how they can guarantee reliability and validity in the data collected, and the methods to be used to entice individuals to take time and respond to the survey.

Question 2

You are the new marketing director for a new Major League Soccer team. You know your first tasks is to conduct market research to determine the best methods for building awareness for of the organizations, and selling tickets, advertising, and sponsorship inventories. Following the steps of the sport marketing research process, how would you proceed?

Answer 2

The methodologies chosen by students will vary, but they all should follow the following steps of the sport marketing research process:
Determining the Need for Sport Marketing Research
Defining the Problem
Establishing Sport Marketing Research Goals and Objectives
Choosing the Appropriate Research Methodology
Identifying Sources of Information and Determining Methods for Collecting Data
Designing Data Collection Forms
Determining Sample Size
Collecting Data
Examining Data and Drawing Conclusions
Preparing and Presenting the Final Research Report

Question 3

Explain the Internal Reports System. Define and discuss how order-to-payment cycles, point-of-sale systems, and data mining are used in ticket sales for a major event such as the US Open (either golf or tennis).

Answer 3

The internal report system is the basic information system used by sport marketing professionals to examine the internal operations of the sport organization. The internal reports consist of all facets of the accounting information system, including asset and liability management, revenue and expense operations, and administration of owner's equity. This allows the sport marketing professional to review reports of orders, sales, costs, inventories, cash flows, receivables, payables, and debts on an ongoing basis. This information is available quickly, because most sport organizations produce these reports of financial management on a monthly, and even weekly, basis.
Examples will vary, but each of the types of internal report systems should be defined:
Order-to-payment cycle - the focal point of the internal records system that includes all of the activities associated with the completion of a business transaction
Point-of-sale system - a sales information computer system for internal reports that provides sport marketing professionals with more comprehensive information at their fingertips by providing instant access to information about their prospects and customers
Data mining - the process of collecting and analyzing data from non-traditional perspectives, categorizes the data, and summarizes relationships.

Question 4

How would a sport marketing decision support system be utilized to effectively forecast future sales of merchandise including hats, t-shirts, and sweatshirts for a Major League Baseball stadium merchandise shop?

Question 5

What is the difference between international sport marketing and global sport marketing?

Question 6

What is alternative dispute resolution? Describe when it is appropriate to use each of the methods when negotiating a contract for a sport sponsorship deal with either the Japanese Olympic Committee and the Tokyo Organizing Committee for the 2020 Summer Olympic and Paralympic Games, or the Chinese Olympic Committee and the Beijing Organizing Committee for the 2022 Winter Olympic and Paralympic Games Olympics? Be sure to include the challenges involved with securing this sponsorship deal.

Question 7

You are the Director of International Marketing for the Major Arena Soccer League (MASL). The MASL for the 2017-2018 season has 15 teams in the United States and two teams in Mexico. The commissioner wishes to expand further into the Latin American market - specifically with four teams in South America and one in the Caribbean.
Address in detail the main issues of expanding the league into Santiago, Chile; Buenos Aires, Argentina; Lima, Peru; and Rio de Janeiro, Brazil for South America; and Santo Domingo in the Dominican Republic.

Question 8

How you would expand the National Football League into an international market?