Ключевые термины

Вопросы для обсуждения

1. Как бы вы описали различные группы потребителей спорта?

2. Почему важно знать, что влияет на поведение потребителей?

3. Какие факторы, на ваш взгляд, важны для привлечения болельщиков на стадионы?

4. Опишите главные шаги в рамках любой модели принятия решений в спорте.

5. Опишите шаги в рамках процесса принятия решений футбольным игроком, а затем заядлым футбольным болельщиком.

6. Расскажите, как различные ситуационные, временные и другие внешние факторы влияют на потребление в спорте.

Рекомендованная литература

Более подробную информацию по рассматриваемым в этой главе вопросам можно почерпнуть в следующих работах.

Blackwell, R. D., Miniard, P. W. and Engel, J. F. (2001) Consumer Behaviour, Orlando, FL: Harcourt.

Maslow, A. H. (1970) Motivation and Personality, New York: Harper and Row.

Shank, M. D. (2005) Sport Marketing: A Strategic Perspective, 3rd edn, New Jersey: Prentice Hall.

Shilbury, D., Quick, S. and Westerbeek, H. (2003) Strategic Sport Marketing, Sydney: Allen & Unwin.

Solomon, M. R. (2004) Consumer Behavior: Buying, Having, and Being, 6th edn, New Jersey: Pearson Prentice Hall.

Wann, D. L. (1995) Preliminary validation of the sport fan motivation scale, Journal of Sport & Social Issues Nov: 337–396.

Zaltman, G. (2003) How Customers Think: Essential Insights Into the Mind of the Market, Boston: Harvard Business School Press.

Потребители спортивных продуктов; потребление; продвижение спорта; процесс принятия решений потребителями; эндорсмент (использование рекомендаций знаменитостей в рекламных целях).

Библиография

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Shank, M. D. (2005) Sport Marketing: A Strategic Perspective, 3rd edn, New Jersey: Prentice Hall.

Shilbury, D., Quick, S. and Westerbeek, H. (2003) Strategic Sport Marketing, Sydney: Allen & Unwin.

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Sutton, W., McDonald, M., Milne, G. and Cimperman, J. (1997) Creating and fostering fan identification in professional sports, Sport Marketing Quarterly 6 (1): 15–22.

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Wann, D. L. and Branscombe, N. R. (1990) Die‑hard and fair‑weather fans: Effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues 14 (2): 103–117.

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Рекомендованные веб‑сайты

Business of Sport Management Companion site

http://www.booksites.net/download/chadwickbeech/index.html

Глава 6

Дата добавления: 2014-11-20