SMQ Issue 4:3

Contents for SMQ Issue 4:3

Marketing the Auto Race: What Can We Learn From the Spectators
Authors: Frank B. Ashley III, Charles Song
Abstract: In 1988, the Texas World Speedway (TWS), closed its doors because of its inability to draw spectators. After spending over 1 million dollars to upgrade the entire facility, the facility reopened. In meeting with TWS officials it was discovered they had n

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SMQ Book Review 4-3
Authors: Dr. Richard Irwin (Reviewer)
Abstract: Paul J. Munch Alan Friedman Inside the Ownership of Professional Sports Teams Team Marketing Financial World The Stadiun Issues Subsection sponsorship

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Applying the Brand Equity Concept to Major League Baseball
Authors: Louis E. Boone, C.M. Kochunny, Dianne Wilkins
Abstract: The concept of brand equity is widely used in the consumer-goods sector to measure the added value of established brands over their generic equivalents. This paper describes a method of extending the concept to Major League Baseball as a method of evaluating management’s cumulative performance in brand-building. Results of the analysis indicate unsatisfactory performance by the owner-managers of most Major Laegue Baseball franchises.

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Meltdown in Marketing Professional Ice Hockey: A Survey Exploring Geographical Differences in Strategy
Authors: Susan Moloney Smith
Abstract: ice hockey league teams professional team sport National Hockey League teams NHL Hooliganism marketing ice hockey Hockey promotion ECHL Northern teams Sunbelt teams

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An Application of Market Segmentation in a Sports Marketing Arena: We all can’t be Greg Norman
Authors: Sam Fullerton, H. Robert Dodge
Abstract: A mail survey of 663 private and public course golfers who subscribe to Michigan Golfer magazine provided information regarding purchse behavior, playing ability, and demographics. This information afforded the opportunity to define five market segments: competitors, players, sociables, aspirers, and casuals. Their motivations for playing, ability to play, situations that induce play, and their purchase behavior regarding frequency of play as well as the age and type of equipment used varied across segments. Marketers in other sports industries can use this information as a warning that it is sufficient to lump all of their customers into a single market. It is also quite likely that bowlers and tennis players, for example, also represent a heterogeneous market where segmentation would enhance the efficacy of the marketer’s efforts.

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Sports Grill Demographics and Marketing Implications
Authors: David K. Stotlar
Abstract: Currently, little is known about the sports grill patron. This study was designed to determine specific demographic descriptions of patrons in the niche market segment of the restaurant industry defined as sports grills. In addition, the role of televised sport in the product mix of sport grills was clarified. This study reports demographic and psychographic information about the patron population of a specific sports grill chain. The results of this study also indicated a variety of significant differences between demographic characteristics and the scaled statements on the questionnaire. As a result of such findings, designated consumer segments can be targeted allowing for better utilization of resources and marketing resources to increase chances of success.

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SMQ Profile 4-3
Authors: SMQ Editor
Abstract: John Swofford University of North Carolina at Chapel Hill Director of Athletics Ohio University

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