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Sample essay topic, essay writing: Sport Marketing - 1091 words
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.. nt more if associated with NASCAR over a less expensive brand that is not associated with NASCAR.In fact, 43 percent of NASCAR fans were influenced enough by NASCAR sponsorships to switch from their normal brand of a grocery store item to try a different brand. Tide came up as a beneficiary of this sentiment with 20 percent of all consumers questioned switching from their normal brand to try out Tide. Among others mentioned most often were Kellogg's, Cheerios, Coca-Cola, M&M's and Budweiser.The current demographics of NASCAR fans were recorded in this study as well. The typical fan was measured as male (68%), married (73%), a high school graduate (97%) with a total household income of $50,000 or more (68%).These two studies are obviously very similar in their attempt to gather information and they both do different things to come up with these statistics.
The first study was conducted at racing venues both before and after the days events had taken place. This could have had some influence on how people reacted to the questions. However, the second survey was a telephone survey conducted of NASCAR fans having been to one or more events. Both studies show very beneficial information to the industry and without this type of research sports may never know how loyal their fans were and continue to be.Many factors influence the sport fan into their particular interest and these factors actually develop their love and dedication to that sport. There are a number of "environmental factors" that push a person to be committed to their sport. One of these factors is the exposure to a particular sport due to an involvement by a close friend, relative, or peers
Perhaps the biggest influence in a youth is that of their parents, because they are the ones to start the little kids at the sport and encourage them to stick with what they love. Many marketers have realized this and understand that an early influence by parents can instill a love for the sport in a child which will keep him or her committed and loyal throughout their entire life. A significant amount of sport loyalty can come also from that which is related to someone's race. It has been reported that most inner cities are not heavily involved in ice hockey but rather basketball and baseball. This type of influence could perhaps be the strongest because if a person can not afford a certain sport than how wills he or she be able to participate and build a love for that sport. The NBA is mostly made up of minorities who have come from broken families and poor communities were their only outlet is the game of basketball or other less expensive sports. Gender also plays a huge role in the development of commitment and love for a sport.
Most females do not play football or even understand the game enough to watch it every Sunday. So this type of information is good for marketers because they know who should be their target markets. Most males will sit through an entire game and just watch without interruptions, however a female is more likely to work while she watches and pay less attention to the game itself. Many studies have been done by researchers and this information is so valuable to sport marketers. The sport opportunity structure is very important also because it describes to the marketers who their audience is and how willingly they will be able to spend their money.
Just like we learned how cash cows and other groups are structured we also get a better idea through this model. This type of factor falls under the class section and shows us that depending on a particular persons disposable income that's what he or she will be able to spend on their favorite sport. There are also individual factors, which effect the consumer loyalty and commitment. The largest factor seems to be the stage in life or family cycle. The book shows a great table which illustrates the different periods in one's life and what they are willing to do spend their money towards.
Perhaps the biggest stage for sport loyalty is that when one is single and in or right out of college. At this time a person a few expenses and usually as had a pay increase or has found a new job out of school and is more willing to spend his or her money on sport and sports related products. This is usually the most popular time for people to attend professional games because of the lack of a family commitment and monetary straps held on a married couple. Physical characteristics are said to be an influence in sport commitment however, I feel that this does not have much to do with the sport loyalty of a fan. I know I am terrible at football but my love for the NFL could be greater that my love for women..hahaha! But seriously just because someone can not play basketball that has no relevance on how they will spend their money. The exception is golf and tennis, I know many people that hate watching golf and that is because they do not play but I love the game probably because I am an avid player.
Motivation could also play a key role in fan involvement in sport. If he or she plans to be physically active then they might purchase a membership at a club and some running sneakers, shorts and other necessities. This type of loyalty is driven by the motivation of a person rather than a desire to watch or go to an event. However, this motivation can lead to other sports or even other jobs that allow more activity. Attitudes is a huge factor in deciding fan loyalty, because if someone sees antics that involve a certain professional team than they might be inclined to reject the entire sport as a whole. For example, if a women reads that a Dallas Cowboy player was accused of raping women and the media exposed this story then that women might start to hate all of the football players due to a stereotype.
This is a huge situation recently, since Ray Lewis and the Rae Carruth incidents of the recent past. Many people have been turned off by these occurrences and if these types of actions continued then fan loyalty could diminish severely. These are the main factors that I believe induce fan commitment and loyalty in professional sports and their product, which are being sold.
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