Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk
Chapter 2
Examining Sports Entertainment Consumption
LEARNING OBJECTIVES
1) Differentiate between utilitarian and hedonic consumption motives 2) Describe the different types of sports consumption motives 3) Discuss the characteristics and implications of low and high involvement sports fan segments 4) Describe the factors and strategies that influence fan relationships with sports brands 5) Contrast the characteristics and benefits of indirect and direct sports consumption 6) Describe the variables that affect an individual’s decision to attend a sports event
OVERVIEW
Sports entertainment brands are unique compared to other products and services because of the affinity, or emotional bonds people have for their favorite team, athlete, or brand. Most types of consumption do not elicit the passion or interest that sports can stir. The challenge for sports marketers is to develop an understanding of sports consumption behavior in order to appeal to consumers’ feelings toward sports.
The first part of this chapter examines motivations that guide consumer behavior. Discussion begins with motives that tend to be present for various buying decisions. Then, identification of motives turns specifically to sports—- what are the factors that lead people to consume sports?
The second part discusses approaches for determining how people develop an identification with a sports brand. People are attracted to consume sports for various reasons; this part of the chapter looks at how the broader audience for sports can be segmented on the basis of their relationship to a sports brand.
Finally, consumer motivations for the decision to attend sporting events are identified. The
1 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk reasons people attend sporting events often have less to do with the action on the field than is realized. Understanding different influences on sporting event attendance can equip sports marketers to develop strategies and tactics to appeal to the factors involved in one’s decision whether to attend a sporting event.
LEAD-IN VIGNETTE
A Fan for Life… and Beyond
The story of Pittsburgh Steelers fan Richard Desrosiers is a powerful illustration of the importance sports can have in people’s lives. Mr. Desrosiers’ devotion to his favorite team is an example of how people can have a deep relationship with a sports brand. Although not everyone who consumes sports feels the same passion that Mr. Desrosiers had for the Pittsburgh Steelers, sports possess an advantage over other categories in terms of their potential to relate to people on a deep level.
Questions for Students:
1. Do you know someone whose devotion to his or her favorite team is similar to the way Richard Desrosiers felt for the Pittsburgh Steelers? What behaviors do they exhibit that demonstrates their identification with “their team?” 2. In general, how effective are sports brands at taking full advantage of highly committed fans like Richard Desrosiers in terms of building relationships with them?
INSIDER EXPERT
The Insider Expert for Chapter 2 is Chris Eames, a vice president for ESPN Customer Marketing and Sales. Mr. Eames’ work with ESPN and Turner Broadcasting has involved helping companies and sponsors reach consumers through sports entertainment media.
CHAPTER OUTLINE
Learning Objective # 1: Differentiate between utilitarian and hedonic consumption motives
Utilitarian Motives
Utilitarian motives influence a buying decision when a functional benefit is sought from consumption. For example, the decision of which gas station to stop at to make a purchase may be influenced by criteria such as location (convenience sought), price (economic
2 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk benefit), and credit cards accepted. In the context of sports entertainment, utilitarian motives for consumption may be to have family time or a morale building experience for a business outing.
Hedonic Motives
Sports consumption is influenced more by hedonic motives, which are tied to one’s desire to have a sensory experience that elicits pleasure fun or excitement. Participation and spectator sports offer experiences for hedonic consumption, whether it is self-actualization one can feel as a participant or the enjoyment of a multisensory environment at a sporting event.
Learning Objective #2: Describe the different types of sports consumption motives
Sports Consumption Motives
Eight different motives for sports consumption are discussed that fall into one of three categories: 1) social motives, 2) psychological motives, and 3) personal motives. Figure 2.2 provides a listing of these motives.
Social Motives
Family. Sport consumption can be part of a family ritual, whether it is direct consumption (i.e., attending events) or indirect consumption such as watching games on TV. Interest in a sport or team often begins with exposure at an early due to the influence of family members.
Group Affiliation. Becoming part of a community of people who share an affinity for the same sport, team, or player is another socially-based motive. Group affiliation motives can be met by direct consumption at sporting events or indirectly in ways such as participation in online message boards or membership in social networking groups.
Psychological Motives
Self-Esteem. The decision to become a fan or follower through sports consumption may be influenced by the impact it has on one’s personal identity. A person’s beliefs about how he or she is perceived by other people can be enhanced through sports consumption, and the benefits of group affiliation can have a positive impact on self-esteem.
Escape. One form of hedonic consumption motives that sports can meet is to provide an escape from everyday life. Problems, stress, and other conditions can be left behind for a period of time while participating in sports or consuming as a spectator.
3 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk Personal Motives
Aesthetic. This motive relates to one’s interest to the sport itself—- the strategy of baseball, the aggressiveness of football, and the skill of Kobe Bryant are examples of the aesthetics of a sport influencing sports consumption. Marketing a sports product to people motivated by aesthetics may represent “low hanging fruit” of an audience easy to persuade. However, they may are usually insufficient in number to be the lone type of consumer in the target market.
Entertainment. In contrast to an aesthetic motive, people motivated to consume sports for its entertainment value seek benefits from the total experience of sports consumption. Sports properties respond to consumers’ entertainment motives by designing interactivity and multisensory environments into their experiences. Examples include pregame or postgame concerts, in-game contests, and giveaways.
Sensory Stimulation. Related to the entertainment motive, some consumers seek to experience sensory stimulation through sports. For spectator sporting events, the game is a production—- literally! Entertainment elements like music, video, and graphics are scripted into game production, timed to occur at specific points during the event. And, the event itself can be a source of sensory stimulation—- speed, violence, and other aspects of action are ways to elicit sensory responses.
Economic. The economic motive is linked to monetary gain or benefit people may enjoy from sports. People who gamble on sports may follow a particular sport or teams to gain an advantage when wagering on sports. On a broader scale, fantasy sports players may be attracted to participate by an economic motive. The prospect of winning cash or merchandise prizes in a fantasy football league, for example, may prompt some players to invest time and money in an effort to improve their chances of winning.
Learning Objective #3: Discuss the characteristics and implications of low and high involvement sports fan segments
Sports Fan Types
A sports brand may have a collective group of people that consider themselves fans, but the nature of their relationship will vary across fans depending on their involvement with the brand. Involvement consists of cognitive and affective components. The cognitive component refers to the relevance or importance of a sport or sports brand based on its functional performance. The affective component of involvement is the relevance of a sport or sports brand in communicating a person’s ideal self-image. Based on these two components, four fan segments are discussed. Figure 2.3 summarizes the segments, classifying them as either low involvement or high involvement segments.
4 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk Low Involvement Fan Segments
Situation-Based Identification. Special events or circumstances can attract people to sports who otherwise have little or no relationship or interest. The Olympics are a good example; sports such as swimming or figure skating do not have a mass audience on an ongoing basis. However, the intensity and drama of Olympic competition attracts followers for these events, albeit for a short period of time. Marketers must remember that this segment of fans may be prospects to build a relationship and escalate their involvement with the sport or brand.
Geography-Based Identification. Geography plays a role in attracting fans for a sports brand. Sports teams are a source of civic pride, and branding often reflects attributes or history of the local market. One strategy used by many sports properties to appeal to consumers via a geographical connection is to be active in supporting community causes and charities. Active civic engagement communicates that an organization cares about the community, which can appeal to people who may not have as much interest in the core product (sport).
High Involvement Fan Segments
Emotion-Based Identification. In contrast to low involvement fan segments, fans with emotion-based identification with a sports brand are not affected by performance on the field and place a greater emphasis on their relationship with the brand. The affinity felt for the brand is high, and this segment seeks to sustain the relationship regularly through direct and indirect consumption. This segment is attractive because they represent opportunities for revenue streams such as tickets, licensed merchandise, media content, and unique experiences.
Self-Concept-Based Identification. Fans with self-concept-based identification have the greatest involvement with a sports brand. They place great importance on their relationship with the brand, and it is a significant part of their self-concept. This segment may be equated with fanatics such as the group that sit in “The Black Hole” at Oakland Raiders games. One tactic for marketing to fans with self-concept-based identification is to promote a dedicated seating area at events, appealing to their desire to communicate team identification to other people.
Learning Objective #4: Describe the factors and strategies that influence fan relationships with sports brands
Fan Relationship Connection Points
In order to develop customer relationships, a starting point must be established. In what ways can a sports brand connect with people to begin relationship building? Figure 2.4 gives five connection points that can attract consumers to a sports brand.
5 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk Star Power
One connection point that holds great potential as a marketing tool is star power. It holds great potential because a sports brand can possess star power in a variety of ways. The most obvious form of star power is players or athletes. However, other sources of star power can be tapped including coaches, former players and coaches, team, organization executives, mascot, and facilities. An organization should recognize the star power it possesses as marketing assets and incorporate star power into marketing campaigns.
Family
Family was identified previously as a type of social motive for sports consumption. Recognition of the importance of family as a connection point should be reflected in marketing tactics designed to appeal to families. Bundled pricing for families (e.g., all inclusive price for tickets, concessions and souvenirs), availability of family section seating, kids clubs, and interactive experiences for kids are examples of tactics that relate to this connection point.
Socialization
Another social motive for sports consumption, group affiliation, is based on the power of sports to be a connector of people with common interests. Sports marketers can nurture this connection point by making available socialization opportunities at live events, off-site, and online.
Community
The discussion of geography-based identification establishes that there is a segment of customers that can be attracted through an organization’s marketing efforts to forge a strong link to the local community. Establishing the market footprint for a sports brand is an important marketing task in developing community as a connection point. Depending on the population density and competition, the geographic footprint could be a city, multi-county area, region, or state. In addition to defining the market footprint, demonstrating relevance to the community through strategic philanthropy is vital to developing this fan connection point.
Participation
Following a sport often stems from one’s involvement in that sport as a participant. People who play a sport become more knowledgeable and interested in the sport. This first-hand involvement as a participant can lead to connecting with a sports brand as a spectator. Youth sports participation is a point of emphasis for many sports brands. Attracting youth to a sport at an early age creates the potential for a long-term relationship that extends into adulthood. Conversely, decreased youth participation in a sport is generally interpreted as a threat to that sport. And, when kids are attracted to a sport their parents are usually ensnared, too. 6 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk
Learning Objective #5: Contrast the characteristics and benefits of indirect and direct sports consumption
Sports consumption can be classified as either direct consumption or indirect consumption. Direct consumption refers to attending live sporting events or first-hand usage of sports products or sporting goods. Direct consumption is a valuable revenue stream for sports properties as attendance at a sporting event triggers spending on complementary purchases such as food and beverage and merchandise. The costs associated with sporting events can dissuade some people from direct consumption, or other circumstances may prevent attendance at sporting events. Indirect consumption includes consuming sports through broadcasts of sporting events, news and entertainment media, and interactions with other people. Indirect consumption should be encouraged to keep fans engaged who cannot attend events, to attract new fans, and to maintain interest among fans.
Learning Objective # 6: Describe the variables that affect an individual’s decision to attend a sports event
A Framework for Direct Sports Consumption
Direct consumption of sports through attending games or events is explained by the research of Daniel Wann and colleagues. Figure 2.5 summarizes the different factors and variables associated with them.
Perceived Options
Choice is a factor affecting consumer behavior for moust buying decisions we make—- Should I buy Brand A or Brand B? In a sports context, choice may be whether to attend a college football game on a Saturday afternoon or NFL game on Sunday. Choice also involves decisions about the opportunity cost of a brand choice. For example, if one decides to buy tickets and incur travel expenses to go to the Rose Bowl on New Year’s Day that decision may affect dollars available for debt reduction, Christmas gifts, or savings.
Future Availability. The decision to attend a sporting event can be affected by consideration of whether there are opportunities to attend at a future date. The number of events that make up a sports property’s product offering influence how customers perceive future availability. For example, MLB teams have 81 “products” to market, meaning that someone considering attending a Tuesday night game in April may realize that if that game is missed there will be many other opportunities to take in a game. In contrast, the Daytona 500 happens only once a year and at the same time of year. If a NASCAR fan has an interest in attending that event, the decision cannot be postponed until later.
Financial Requirements. The financial outlay to take in a sporting event can have a strong 7 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk effect on attendance decision. Tickets are a major expenditure but not the only cost consideration. Figure 2.6 provides some data from the Fan Cost Index (FCI), a measure of financial requirements for a typical sporting event experience. Sports properties can use marketing to minimize financial requirements as a barrier and add value. For example, ticket packages that include parking privileges can eliminate an additional cost and create perceptions of more benefits received for the price paid.
Convenience and Comfort. Several variables influence beliefs about the convenience of attending a particular sporting event. The day of week an event is held, the time of day it begins, access to parking nearby, travel time and distance, and weather are variables that a consumer may weigh when considering attending a sporting event. Some of these variables can be controlled by management (e.g., day and time of events and perhaps control over parking), while other variables are beyond their control.
The most prominent convenience variable is the availability to consume a sporting event indirectly through TV, Internet, or some other medium. If indirect consumption is an option, are there still compelling reasons for people to attend in person? What value added components can be offered to make direct consumption appealing? Should indirect consumption be limited such as the NFL’s blackout policy that prevents games from being televised in local markets if not a sellout? Another consideration is whether indirect consumption should be offered as a free product or as a subscription-based product.
Team Identification
As discussed earlier in the chapter, the star power of a team, player, or coach can bring consumers to sports. This connection includes sporting event attendance. High involvement fan segments in particular are attracted to attend sporting events given the importance of a team in their lives. People influenced by team identification are more likely to attend regardless of a team’s performance—- wins and successes are not necessarily an important component of their decision to attend events.
Personal Incentives
Individuals’ desires to consume a sport because of their interest in the aesthetic characteristics of a sport or engage in social interactions are personal incentives that can lead to the decision to attend sporting events. Wann and colleagues call sport-related attributes that influence attendance task incentives. They are characteristics of the game or sport being contested that holds appeal, similar to the aesthetic motive described earlier in the chapter.
Socialization with family, friends, or a group of other people with shared interests is not only a motive for consuming sports, it can be a strong influence on the decision to attend events. It should be noted that socially-oriented incentives for attending may attract people to a particular event, but it may not be strong enough to create an enduring relationship 8 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk between patron and sports brand. For example, some people may decide to attend a college football game because of socialization opportunities like pre-game tailgating or a post-game concert. If socialization is the primary attraction to attend, would the absence of these offerings result in a decision to not to attend a future event?
Marketing Incentives
Variables in this category of attendance influences are largely within the control of marketers.
Marketing Communications. Messages sent to consumers about sporting events can influence the decision to attend. The impact may be indirect in that advertising could create awareness of an event (e.g., opponent, date, and time) but does not necessarily lead to a decision to attend. In other words, marketing communications may not be powerful enough to influence attendance decision-making simply because a person was exposed to a marketing message. Marketing communications provide a cumulative benefit, meaning that message repetition can build brand awareness and image. These impacts are valuable in persuading consumers to ultimately take action such as attending an event.
Promotions. Influencing an action response like event attendance can be done through offering promotions or incentives. These value added incentives can be price based, benefit based, or reward based. Price based incentives reduce the sacrifices required to attend (e.g., buy 1 ticket/get 1 ticket free promotion). Benefit based incentives provide more value for buyers without discounting price. Access to special events or providing perks like parking are examples of reward based incentives. The trend of “all you can eat seats” is another form of benefit based incentives. Reward incentives provide tangible value in exchange for event attendance. The long standing sports industry tradition of giveaways is an example of using reward incentives to encourage event attendance.
Physical Environment. Part of the total “product” of a sporting event is the physical environment in which it occurs. Sensory stimulation and escape were identified earlier in the chapter as personal motives for sports consumption. Managing the physical environment is a strategy for enhancing value. Design and functionality of a sports venue can contribute to one’s decision to want to spend time at a sporting event. One of the reasons many sports properties have pursued building new stadiums in recent years is to incorporate modern design and technology to enhance the physical environment. Design considerations are referred to as aesthetics (e.g., architectural design and scoreboards), while functionality considerations are called spatial layout (e.g., room in seating area and width of concourses).
A point that cannot be overstated is that sports differ from marketing other products and services because of the inability to manage product quality on the field of play. Non- marketing personnel make decisions about players, coaches, and other issues related to competition. Marketers must sell the on-field product no matter how good or bad it is. Given that it is likely a sport or team will experience down periods on the field, nurturing other 9 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk relationship connection points is essential. All customers are not equal in terms of what attracts them to consume sports. All of the motives and factors described in this chapter can pull people toward sports consumption. The challenge for sports marketers is to develop a multi-pronged approach to appeal to motives that different segments of consumers have.
INSIDER INSIGHTS
The Q&A feature with Chris Eames covers two concepts appearing in Chapter 2: Distinguishing characteristics of sports consumption Chris Eames says sport “has the ability to attract very large audiences in a fragmented world.” Ask students to explain what Eames means by a “fragmented world.” Can fragmentation be advantageous for marketing sports? Why or why not?
Direct versus indirect consumption of sports Discuss whether indirect consumption availability helps or hurts direct consumption. Mr. Eames says “indirect consumption and greater access to sports content on multiple screens increases fan bases which translates into higher attendance.” Do your students subscribe to that position? Ask students if they have become more interested in a sport or team (and subsequently increased consumption) because they were able to consume indirectly?
Also, Mr. Eames discusses how consumption of sports programming and content are evolving with the emergence of technologies that enable people to stay connected.
REVIEW QUESTIONS
1. What are the two categories of consumption motives? Define each.
Utilitarian motives are based on a person’s desire to have a functional need met or benefit provided. Hedonic motives arise from a desire to have a sensory experience that elicits pleasure, fun or excitement.
2. Identify the eight motives that influence sports consumption.
Family Group affiliation Self-esteem Escape Aesthetic Entertainment
10 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk Sensory stimulation Economic
Family and group affiliation are social motives; Self-esteem and escape are psychological motives; aesthetic, entertainment, sensory stimulation, and economic are personal motives.
3. Describe the two types of low involvement fans.
Two types of low involvement fan segments are fans with situation-based identification and geography-based identification. Situation-based identification means that sports consumption is driven by events or occurrences that have heightened awareness or interest in a sport or sports brand. For example, many people follow athletes and competition during the Olympic Games although they do not follow the same athletes or sports outside of the context of the Olympics. Also, “bandwagon fans” may be classified as having a situation-based identification.
Geography-based identification occurs when people develop an interest in a sports brand because of its proximity. For many people, sports are a source of civic pride. Cheering for “our” team is an expression of feelings of support and belonging to the community.
4. Describe the two types of high involvement fans.
Two segments of high involvement fans are emotion-based identification and self- concept-based identification. For both of these segments identification with a sport, team, or athlete is more important to a person’s self-identity than for fans whose identification is based on low involvement. Emotion-based identification describes the loyal, or diehard fan whose relationship is based on an affinity with the sports brand that is steadfast regardless of on-field performance. Self-concept-based identification is similar; the difference is the extent to which identification is intertwined with one’s self-concept. The chapter opening vignette about Pittsburgh Steelers fan Richard Desrosiers illustrates someone whose identification with his favorite team was a significant component in his self-identity.
5. Identify and describe the paths to fans’ identification with sports brands.
Paths to identification with sports brands trace consumers’ relationships back to a point of origin or initial influence. Five paths identified are:
Star power – The appeal of players, coaches, team executives, or facilities can attract people to a sport or team. Family – Influences of parents, siblings, and relatives, usually at an early age, make fans whose affinity for a team or player may last well into adulthood. 11 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk Socialization – The enjoyment of spending time with other people around sports (live or televised) and the desire to belong to a community of people with shared interests in a sport or team are ways that socialization attracts people to identify with a sports brand. Community – The geographic relationship between people and where they live or an area that has relevance can be the basis of one’s identification with a sports brand. A sense of duty or pride arising from supporting local teams may connect people with sports who otherwise are not highly involved or interested. Participation – Similar to family as a path to identification with a sports brand, playing a game or sport at a young age can be the beginning of a life-long affinity for a sport or team. Sports properties can help perpetuate their own existence by encouraging grassroots participation in their sports. In addition to connecting with youth, family members are often affected due to their children’s participation and interest.
6. What is the difference between direct and indirect sports consumption?
Direct consumption of sports occurs when one makes the decision to attend a game or event. It is a vital decision for sports marketers because revenues tied to live events such as tickets, concessions, merchandise, and parking are dependent on maximizing attendance. Indirect consumption occurs when live games or events are not viewed in-person. Television and radio have been the primary sources for indirect consumptions over the years. Today, technological innovations have extended indirect consumption channels to computer screens and smartphones. Both types of consumption are important for a sports brand. A challenge sports properties face is how to leverage one form to increase consumption in the other, not simply trade off one form for the other.
7. What are the four primary categories of influences on direct sports consumption?
The four categories of influences on direct sports consumption as defined by Wann and colleagues are: 1) Perceived options, 2) Team identification, 3) Personal incentives, and 4) Marketing incentives.
8. Describe the perceived options that influence direct sports consumption.
Perceived options refer to a consumer’s evaluation of choices or alternatives to investing time and money to attend a sporting event. Perceived options include: Future availability – If a decision is made not to not attend a game or event, will there be other events later that would be options for attending? Financial requirements – How much will it cost to attend? Costs are not limited to tickets—- itthey includes related expenditures on transportation, parking, concessions, and any other expense incurred because of the event. 12 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk Convenience and comfort – Several variables relate to convenience including day and time and the event is scheduled, weather, driving travel time, parking availability, and indirect consumption options. Comfort pertains to people’s experience with the sports venue.
9. Describe the convenience and comfort variables that affect attendance at sporting events.
Day and time and of an event can either entice people to attend or be a deterrent to attendance. For example, mid-major college football conferences that play games on weekday nights to enjoy exclusive national TV audiences may help indirect consumption, but many people who are available to attend games on a Saturday may be unable to attend on a Tuesday night. In contrast to day and time of events, weather is totally beyond the control of marketers. Driving time and parking availability are additional convenience considerations that often are considered in the direct consumption decision. Indirect consumption options are a convenience factor, too. A person may weigh watching a game on TV and associated benefits of lower cost and less time invested with the benefits of attendance.
10. How can identification influence direct sports consumption?
People who have high involvement with a sport or team are more likely to have an interest in attending games or events than low involvement fans. Being at their favorite team’s games is a way to show support to the team and show to other people their identification with the team. Team identification is considered to be the strongest influence on direct consumption decisions.
11. How do personal incentives influence direct sports consumption?
Personal incentives relate to one’s interest in the sport itself, the value received from social interactions, and benefits offered by experiential elements of live event attendance. For some people, characteristics of the sport itself are an attraction (i.e., an aesthetic motive). For other people, socialization is appealing. And, the total experience of an event beyond the game itself can enhance the entertainment value and satisfaction with the event.
12. What marketing incentives influence direct sports consumption?
Marketing communications – Advertising and other media channels can be used to deliver information to build awareness or remind about future availability of events. Promotions – Incentives can be used to encourage event attendance. Incentives 13 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk can be: 1) price-based, 2) benefit-based, or 3) reward-based. Physical environment – The atmosphere and functionality of a venue can influence direct consumption. Physical environment is made up of a facility’s aesthetics (architecture, electronic displays/scoreboards, and physical appearance) and spatial layout (ease of entry and exit, spaciousness of concourses and aisles, comfort in the seating area, locations of restrooms, and locations and traffic flow of concessions areas).
DISCUSSION AND CRITICAL THINKING EXERCISES
Discussion Questions
1. Think of all of the purchases you have made over the last week. What percentage of the purchases was based on utilitarian consumption motives? What percent was based on hedonic consumption motives? Describe your most recent hedonic consumption experience.
Student responses will vary depending on their recent purchase behavior. In addition to identifying purchases as being motivated by utilitarian or hedonic motives, ask whether the decision process used to make those purchases differed depending on motives. Relate their responses to how marketing tactics are designed to appeal to one’s consumption motives.
2. Look through the eight motives that influence sports consumption listed in Figure 2.2. For the last sporting event you attended, which motives influenced your decision. Explain.
Answers will vary, but two points can be made using the answers given. First, consumers are likely to be influenced by the interrelationships of several motives. For example, the choice to be a basketball fan could come from a combination of family influence, the aesthetic appeal of the game’s pace and strategy, and the excitement of March Madness. Motivations do not exist in isolation; they are intertwined.
Second, point out that influences on sports consumption can differ for an individual by sport. A person may go to a minor league baseball game for a social outing with a group of friends, while that same person is a fan of Lance Armstrong because she admires how he overcame cancer and his advocacy of cancer-related causes. As a marketer, the key to understanding consumer behavior is recognizing which motives are likely drivers of the decision to engage in the various forms of sports consumption.
3. The third category of motives for sports consumption is personal motives and consists of aesthetics, entertainment, sensory stimulation, and economics. 14 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk Think about sports events you attend. Discuss each personal motive as it relates to your sports consumption decisions.
Student responses will vary. This should be a good question for in-class discussion. One way to promote discussion of this question is to compare the influence of each personal motive on sports consumption. Are there similarities or differences by sport? How do responses compare by gender? Probe students to find out their involvement with the sport—- how do responses compare depending on involvement level?
4. Think about sports fans who display low involvement and are either situation-based or geographic based fans. How does a sports team move that low involvement fan to a more enduring level of involvement? Do you know of someone who was a low involvement fan who later became a high involvement fan? What created the change?
Results will vary among students. A point that should be made is that sports marketers can have an influence on escalating consumers’ involvement with a sport or brand. For sports teams, community relations efforts are an effective strategy for connecting with low involvement consumers. The reality is not all consumers will have high involvement with a product, so recognizing the level of importance or relevance a sport has for them is needed to develop marketing tactics that will appeal to them.
5. Think about a local sports team. Have they used star power to connect consumers to the team? If so, describe how it has been used and evaluate the success of the approach. If not, why not? How could the team use star power to connect consumers to the team?
An interesting approach to discussing this question would be to compare two local sports brands if there is one that has effectively used star power as a marketing tool with a brand that is either lacking in star power or not leveraged it in its marketing.
6. Discuss the influence of your family on your sports consumption behavior? Who had the greatest impact? Why?
Each student will probably have a story about a family member’s influence on his or her sports consumption and fan identification.
7. How important is socialization, in general, to you? Does the fact that you can socialize with others influence your decision to attend a sporting event? Explain.
15 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk Answers will vary by student. Ask students if they can recall tactics used by a sports property to provide socialization opportunities for event attendees.
8. How well does the local community support the college teams where you attend college? Which sports are most supported by the community? Why are some college sports supported more than others by the local community? What suggestions do you have for increasing the community support for your college sports program?
Student responses to this question will vary.
9. Discuss the difference between direct consumption of sports and indirect consumption of sports as it relates to your personal consumption of sports. Discuss when and why you choose direct consumption of certain sporting events and then discuss when and why you choose indirect consumption.
Ask students to first identify different ways they consume sports indirectly. Traditional channels such as TV will be mentioned, but how often are newer options such as online streaming of events and social media sites mentioned? Discuss how social media is changing the ways people consume sports indirectly.
10. In terms of attending sporting events, how much does the financial requirement impact your decision? What was the most expensive sporting event you ever attended, in terms of total costs? Why did you attend? How much does the total cost impact your decision on attending an event?
Student responses to this question will vary. Another approach to discussing financial requirements as a perceived option influence on sporting event attendance is to review data from the Fan Cost Index published by Team Marketing. Links to FCI for the major professional sports leagues in the U.S. can be found at https://www.teammarketing.com/btSubscriptions/fancostindex/index.
11. Look through the convenience and comfort factors listed in Figure 2.7. For each, discuss where that factor impacted a recent decision to either attend a sporting event or not attend.
Student responses to this question will vary. If consideration of convenience and comfort factors resulted in a “no attend” decision, ask whether the marketer could have done something differently to minimize or eliminate the negative influence.
12. Team identification is an important factor in consumption decisions. What teams do you personally identify with? In what way? Describe how you developed the identification.
16 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk In Chapter 2, it is mentioned that team identification is the strongest influence on sporting event attendance. Ask students whether this holds true for their direct consumption of sports. If not, what other influences besides team identification have a greater impact on an attendance decision?
CASE
You Make the Call: Marketing Women’s Professional Soccer
(1) One particularly attractive fan base is the 377,000 girls who play high school soccer. Because many of these will go on to play college soccer, they are an attractive market for the WPS. From the motives listed in Figure 2.2, which ones would be the most prominent for the high school girls in attending WPS games? What about their parents?
One aim of any grassroots sports program targeting youth is to develop an interest and appreciation for the sport (i.e., aesthetic motive). But, the question can be raised whether this motive is strong enough to connect female high school soccer players to the WPS. A social motive like group affiliation or psychological motive like self- esteem may resonate with girls on a more emotional level. For parents, it could be social (family, group affiliation) or personal (aesthetic, entertainment, economic).
(2) What level and type of involvement was displayed with the World Cup in 1999 and the ensuing WUSA? How can the WPS build a higher level of involvement with their fan base?
The success of the U.S. team in the 1999 Women’s World Cup (and again in the 2011 tournament) is a prime example of a fan segment having situation-based identification. Star players were largely unknown beyond soccer fans before they enjoyed success on the field. Also, nation competitions like FIFA World Cup can attract fans with geography-based identification who support their country’ team. These segments represent a great opportunity for WPS, but the window is brief. Once the tournament ends and coverage of women’s soccer decreases drastically, the sport will not be on the minds of as many people. Examples of tactics that can be used to sustain involvement is signing Team USA players to WPS teams and featuring TEAM USA stars in marketing WPS games, even if they are on an opposing team.
(3) Examine the various paths of identification with a sports brand listed in Figure 2.4 and discussed in this chapter. Which means of connection should the WPS pursue in its marketing programs? Suggest strategies for doing so.
Student opinions may vary. Participation among youth should be a strategic 17 Full file at http://TestbanksCafe.eu/Solution-Manual-for-Sports-Marketing-1st-Edition- Fetchk emphasis. Community can be another pathway that is nurtured. Geographic placement of franchises should consider the impact of community. While it is lucrative to have a presence in major markets like New York or Los Angeles, it is possible that a WPS team could get lost among all of the sports and entertainment options that exist already. Thus, targeting markets where soccer is popular and has less competition for attention could be one way to encourage Community as a fan connection point.
(4) Figure 2.5 identifies the various factors that influence direct sports consumption. Discuss each factor as it relates to putting fans in the stands of the WPS games.
Student responses will vary. Perceived options should elicit good discussion, with WPS having positives (low financial requirements) and negatives (convenience of day/time/location) within this factor. Also team identification is important given that research cites it as the number one influence on spectator attendance decision. WPS has been plagued by franchise turnover, making it difficult for fans to develop allegiances to a team.
(5) Based on your responses to Questions 1 through 4, develop a plan to increase attendance at WPS games.
Student responses will vary. However, recommendations should include targeting multiple consumer segments. Why? A focus on high involvement fan segments would likely fail because of an insufficient number of people in those segments to attract as fans. Low involvement segments must be targeted to acquaint them with WPS and attempt to escalate their involvement. Also, targeting should be based on consumption motives. Develop strategies for appealing to social motives such as how many MLS teams meet fans’ desire for community affiliation by promoting membership in supporter groups or clubs. Other motives can be targeted, too. Students may make the recommendation to position WPS as a brand for entertainment seekers or value conscious people.
S O M E S T U D E N T S
18