First: question part

Refer to the contents of this book (Sports Marketing: A Strategic Perspective, 5th edition ByMatthew D. Shank, Mark R. Lyberger) to complete the question.

Q:Define sports involvement from the spectator perspective. Why is it important to understand the levels of involvement among spectators?

Second: discussion part (each discussion write 100-200 words)

1. review Chapter and the article: Stern & Tseng (2002). Do academics and practitioners agree on what and how to teach the undergraduate marketing research course? Journal of Marketing Education, 24, 225-232. [MO2].

Discussion Question: Discuss the benefits/importance of marketing research for practitioners in Sport Recreation Management.

2. review (Sports Marketing: A Strategic Perspective, 5th edition ByMatthew D. Shank, Mark R. Lyberger) Chapter 4 & 5 and the articles: Ferreira & Armstrong (2004). An exploratory examination of attributes influencing students’ decisions to attend college sport events. Sport Marketing Quarterly, 13, 194-208. [MO4] and Kwon & Armstrong (2002). Factors influencing impulse buying of sport team licensed merchandise. Sport Marketing Quarterly, 11, 151-163. [MO4].

Discussion Question: Discuss what factors significantly affect consumer decision making in the context of sport and recreation management.

3. review (Sports Marketing: A Strategic Perspective, 5th edition ByMatthew D. Shank, Mark R. Lyberger) Chapter 5 and the article: Wakefield et al. (1996). Measurement and management of the sportscape. Journal of Sport Management, 10, 15-31. [MO5].

Discussion Question: Discuss, in detail, the sportscape model and how the sportcape factors affect game attendance.

4. review (Sports Marketing: A Strategic Perspective, 5th edition ByMatthew D. Shank, Mark R. Lyberger) Chapter 6 and the articles:2.7. Doherty & Murray (2007). The strategic sponsorship process in a non-profit sport organization. Sport Marketing Quarterly, 16, 49-59. [MO7]; Ko et al. (2012). Global marketing segmentation usefulness in the sportswear industry. Journal of Business Research, 65, 1565-1575. [MO7]; Gibson et al. (1998). Segmenting the active sport tourist market: A life-span perspective. Journal of Vacation Marketing, 4, 52-64. [MO7].

Discussion Question: Discuss the importance of market segmentation in Sport Recreation Management.

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