There are hundreds of factors identified in the literature that can influence sports participation or non-participation, and the strength of each factor can vary from one individual to another and across each person's life-course.
For sports organisations understanding the potential barriers and facilitators to participation in their specific context can make a significant difference in maintaining and growing the number of players, volunteers, and fans who engage and participate regularly. This has flow on effects for the long-term sustainability of individual sports, organisations, and the sector more broadly.
Factors that consistently appear in the literature as supportive of sports participation include: parental and family support (children of active parents are more likely to be active), peer interaction, positive environment, and venue accessibility.
Factors that consistently appear as negative or contributing to non-participation or dropout include: excessive travel, the expense of training and competition, inconvenient training times, low levels of physical literacy or perceptions of competence, and an environment that is ‘too competitive’.
Some research is also emerging that suggests that both early sport specialisation (i.e. playing only one sport intensely or at a high level at a young age) and non-participation in sport (i.e. not playing at all) may lead to lower long term participation in sport and PA. Although this is still quite early research experts recommend that children and young people try to participate in a variety of sports and physical activities in order to maximise life-long sport and PA enjoyment and engagement.
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A CRM software database system provides sport marketers
a 360-degree record of all customer interactions
According to the marketing concept of the frequency escalator, who resides on the ground level?
Having a large percentage of high-income sport fans would be an example of an
What part of developing the marketing plan involves finding an unmet need and defining it?
A sport fan who is enticed into buying a ticket to a game by a game promotion had his consumer behavior affected by
market behavior of the sport firm
Which of the following would be considered an environmental factor that affects consumer behavior?
The first step in the purchase decision-making process is
The frequency, duration, and intensity of involvement in a sport or the willingness to expend money, time, and energy in a pattern of sport involvement is referred to as
A person involved in hands-on activities such as participating in the sport itself or watching, listening, and cheering on her team is classified as having what sort of sport involvement?
In this stage of the life cycle, sport marketers are marketing to people who have time and money to participate or attend.
The first step in the purchase decision-making process is
Which of the following would not be considered a consumer perception factor that good sport marketers work to control?
team success and winning percentage
Which of the following would be considered a quantitative approach to collecting custom research?
online surveys distributed to season-ticket holders
Which of the following methodologies for data collection is the most expensive?
Which of the following would not be an effective way to procure accurate and unbiased results from a fan intercept survey conducted during a sporting event?
Ensure that those collecting the surveys are attired in team gear.
Which of the following describes a way in which professional sport leagues commonly use professional research analysts?
T/F
In the sport industry, teams and
leagues are now using analytics and research more frequently, but few, if any, sport sponsors are using metrics to make marketing decisions.
T/F Qualitative research provides organizations with in-depth research that provides deep insight.
T/FFor a sport organization, business objectives should always drive decisions when conducting market research.
Within the sport industry, which of the following are least likely to have full-time staff members dedicated to data research and analysis?
If a golf course owner split the market into those who played the course 1 to 5 times a year, those who played it 6 to 10 times a year, and those who were members and played 11 or more times a year, which type of market segmentation would she be using?
state of being segmentation
geography, age income, gender, education, sex orientation, race, ethnicity, occupation
state of mind segmentation
personality traits, lifestyle characteristics, attitudes, interests, opinions, preferences, perceptions
A sport marketer placing an ad on the right radio station at the right time to reach the right customer would be an example of
what are the 4 bases of segmentation?
state of being (demographic) state of mind (psychographic) product benefits product usage
In sport marketing, the process of dividing a large, heterogeneous market into homogeneous groups of people who have similar wants and needs or demographic
T/F In the field of sport marketing, positioning the product in the same way to all potential consumers is typically very effective.
T/F Many major league teams capture
information about their customers or prospective customers and then segment those customers by their demographic information to show their likelihood of buying tickets to future games.
In sport marketing terms, which of the following is not a component of the core event experience or game presentation?
Cheerleaders, mascots, and concessions are examples of product extensions.
with product development...
the sport marketer must consider the relative advantage of the new product over old preferences, complexity or difficulty in adoption and use, and compatibility with consumer values.
Which of the following is typically not considered one of the stages of the product life cycle?
Comparing the worth of a product that has an organization's name or image on it to the worth of a generic product of similar quality is called __________.
T/F Teams and franchises have much more volatile and unpredictable product life cycles than those of their sport overall.
T/F Although designed for competition
and participation, apparel offers people the opportunity to demonstrate team affiliation.
Which of the following are associations for health clubs?
staff size and quality of facility amenities all of the above
The name, logo, and symbols associated with the sport organization are components of the __________.
t/f Perceived quality, one element of brand equity, can be defined as the likelihood and ease with which a brand name will be recalled.
The advantages of building strong brand equity include
less drastic revenue declines when team loses
ability to charge premiums
more corporate interest
licencsing and merchandising opportunities
t/f
Good sport marketers can develop a strong brand image even before establishing brand awareness.
T/FIncreased sales of merchandise can be a by-product of strong brand equity.
refers to the set of assets and liabilities linked to a brand-its name and symbol-that add to or subtract from the value provided by a product or service to a firm or that firm's customers.