SMQ Issue 3:1

Contents for SMQ Issue 3:1

Advertising Theory Applied to the Intramural/Recreation Sports Environment
Authors: Bradley S. O’Hara, W. James Weese
Abstract: The authors describe the Advertising Management Process, a framework to better communicate product and service offerings to target groups. This five-step process, which includes research, campaign planning, creative development, media planning, and implementation and evaluation of results, is a reliable method that has been used extensively by marketers and can be easily integrated into the service domain of intramural/recreational sports.

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Sport Marketing in Asia: Exploring Trends and Issues in the 21st Century, pp. 207-213
Authors: Masayuki Yoshida and Bob Heere
Abstract: The scarcity of academic research on sport marketing in the Asian context calls for a conceptual extension that can serve as a stimulus and foundation for future research. In this paper, we develop five research propositions for sport consumer decision-making in a cross-cultural context. Identifying important moderating variables based on the literature on cultural dimensions (individualism-collectivism and uncertainty avoidance) and ideological orientations (nationalism and globalism), we attempt to explain why and under what conditions consumer satisfaction and team identification are (1) more impacted by consumer motives, service quality, and points of attachment and (2) more effective in increasing three types of consumer outcomes: transactional consumer outcomes, non-transactional consumer outcomes, and sponsorship outcomes. Directions for future research are discussed in terms of the utility of the derived propositions in cross-country research.

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SMQ Book Review 3-1
Authors: Richard Irwin, Ed.D. (Reviewer)
Abstract: The Sports Marketing Guide ‘Terrence R. Wascovich’ PointsAhead Sports Marketing

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SMQ Research Highlights 3-1
Authors: Tracy L. Schoenadel
Abstract: Is it strike three for CBS? Is there no business like shoe business?

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Marketing Techniques Used by NBA Franchises to Promote Home Game Attendance
Authors: L. Marlene Mawson, Edward E. Coan
Abstract: The Marketing Directors of 22 National Basketball Association franchises responded to the Marketing Techniques Questionnaire, which contained 22 statements pertaining to marketing techniques used to promote attendance at home games. The priority of the techniques used was determined by ranking the means from a 5-point Likert response scale used for each item. The NBA franchises were divided for analysis into high- and low- attendance groups on the basis of seasonal percent capacity attendance. Significant differences between the high and low-attendance groups for each item were determined with a t-test. Marketing directors with low attendance franchises perceived that a strategic planning process and newspaper advertising were significantly more effective strategies then percieved by marketers for high-attendance franchises.

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SMQ PROfile 3-1
Authors: SMQ Editor
Abstract: Susan O’Malley Washington Bullets Mount St. Mary’s College

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Delivering Quality Service in Professional Sport
Authors: David Shilbury, M.S.
Abstract: The purpose of this paper is to examine the critical services marketing issues that arise during that presentation of professional sport. This paper will explore the relationship of the product (in this case a game of professional basketball) and the management of the facility from a marketing and operational perspective. The simultaneous production and consumption of spectator sport has implications for the way in which game night is managed, both by faculty managers and sport marketing personnel from participating clubs. The convergence of the marketing and operations function is critical to the way in which the service experience is managed during the game. The implications of this convergence are in essence the focus of this paper.

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Demographic Characteristics of Racetrack Patrons
Authors: Jennifer R. Randl, Jacquelyn Cuneen.
Abstract: This study ascertained demographic characteristics of thoroughbred racing patrons and describes patrons’ differences in perceptions of track conduct by attendance frequency, household income, gender, and ethnicity.

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Industry Segmentation Theory and the Sport Industry: Developing a Sport Industry Segment Model
Authors: Brenda G. Pitts, Lawrence W. Fielding, Lori K. Miller
Abstract: The purpose of this study was to apply industry segmentation theory to the sport industry and to develop a sport industry segment model. Porter’s (1985) theory of industry segmentation was applied. Traditional and contemporary definitions of sport products were used. The results produced three sport industry segments: sport performance, sport production, and sport promotion. In addition, product variety categories and buyer types were identified in each segment.

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