Marketing Research and DataBased Marketing Activity

1
Marketing Research and Data-Based Marketing
Activity

• Assume you are a member of the marketing staff in
  the Department of Athletics at the University of
  Kansas. This staff has been directed by the
  Director of Athletics to develop a marketing plan
  for selling out Memorial Stadium for each of the
  seven home football games in 2008 (see schedule
  below). Given the outstanding success of last
  years team, you are eager to build on that
  momentum. However, you also are aware that this
  is a huge challenge given attendance in recent
  years, especially for games with non-conference
  opponents. The marketing staff also has been
  directed to begin to conceptualize the structure
  for a new data-based marketing system for the KU
  Athletics Department. To begin this work, you and
  two or three classmates should do the following
• Identify five new (cannot have been previously
  used) marketing strategies and briefly describe
  how each of these would be implemented along with
  the anticipated impact on attendance.
• Make a list of 10 types of data that you would
  like to know about customers of KU athletics and
  5 different approaches you propose to use in
  obtaining this information. Select any 1 of these
  approaches and develop the specific ways in which
  you would collect and utilize this information to
  improve revenues for the Department of Athletics.

2
Market Segmentation, Targeting, and Positioning
3

• Market segmentationa distinctive and homogenous
  cluster of potential customers based on unique
  and specific individual or group characteristics
• A market segment should be identifiable,
  accessible, and responsive.
• A market niche is a narrowly defined group of
  potential customers arising out of a market
  segment.

4
Sport Consumer vs. Sport Customer

• Sport consumer is an actual buyer
• What influenced the decision to buy?
• How to maintain and expand this behavior?
• Sport customer is a prospective buyer
• How to build knowledge about and preference for a
  product?
• How to meet their needs?

5
Psychological Continuum Model
Attraction
Awareness
Attachment
Allegiance
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Four Bases of Segmentation

• Demographicsthe consumers state of being

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Demographicsthe Consumers State of Being

• Geographyworld region country city climate
• Age
• Income
• Education
• Race/ethnicity
• Gender
• Sexual orientation

Relates to occupation
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Four Bases of Segmentation

• Demographicsthe consumers state of being
• Psychographicsthe consumers state of mind, as
  shown through lifestyle, personality, activities
  interests, and opinions
• Product benefits
• Product usage

9
Reasons Why Attend Games

• Team performance
• Game competitiveness
• Athletic event
• Economic view
• Social affinities

How do these reasons differ depending on the
demographics and psychographics?
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Strategies to Increase Attendance at Sporting
Events

• Increase the value of the event
• Increase student involvement with the sport
  program
• Increase the event publicity and exposure through
  media strategies
• Broaden the target market to include the
  community
• Increase the fun factor of the event, such a with
  mascots, bands, and cheerleaders
• Increase promotional activities with prizes,
  contests, and give-a-ways

Mumford, Kane, and Maina, 2004
11
College Sport Attendance

• Schedule and facility are the top motivators for
  attending collegiate baseball, basketball, and
  soccer games, while other important factors are
  admission price and the teams record.
• Corporate sponsorships, special prizes and
  give-a-ways, and bands are the least important.
• High attendees value a winning record more.
• Low attendees value lower admission prices more.
• Males value food quality and special prizes and
  give-a-ways more.
• Females value half-time entertainment more.
• Food quality and food price is valued more by
  those not affiliated with the college.
• College students value the schedule, spirit
  activities, participation games, and corporate
  sponsors more.

12
Marketing Segmentation Activity

• One important market segment that does not yet
  fully support KU football is the student body.
  Unlike many other universities, the tradition of
  attending football games at KU has not grown into
  the thing to do on a Saturday. As a member of
  the marketing staff in the Department of
  Athletics at the University of Kansas, you have
  been asked to develop two strategies to increase
  the attendance of students at KU games by 50 at
  each of the non-conference games, 25 at the
  three conference games, and 10 at the Kansas
  State game. Before developing these strategies,
  you realize that you need to understand the
  characteristics of this Generation Y population.
  Since you are member of this generation, make a
  list of these characteristics. Working with a
  partner, develop and describe two specific
  marketing strategies targeting this specific
  market.