Table of Contents. Table of Contents

Transcription

1 Galen T. Trail

2 Table of Contents Ch. 1 Marketing Theory 2 Introduction 2 Marketing Theory 4 Modern Marketing 5 Post-modern Marketing 8 Relationship Marketing 8 Societal Marketing 9 Green/Environmental Marketing 9 Ecological Marketing 9 Sustainable Marketing 10 Sustainability Marketing 10 Branding 11 Sustainability Marketing Management 12 Triple Bottom Line 15 Marketing Sport 16 Marketing Sustainability for Sport Organizations 18 Marketing Sustainability through Sport 19 Ch. 2 Internal Environment and the Impact on Sustainability Campaigns 23 Introduction 23 Organization Type and Function 23 Barriers to Organizational Change 25 Organizational Vision Statements 27 Organizational Mission Statements 30 Organizational Goals 34 Official (Stated) Goals 34 Operative (Real) Goals 38 Organizational Structure 39 Strategic Business Units/Products 41 Product Review 42 SWOT Analysis 43 Chapter Summary 44 Ch. 3 External Environment and the Impact on Sustainability Campaigns 46 Introduction 46 Political/Legal Components 46 Technological Components 49 Natural Environment Components 50 Economic Components 51 National Market Factors 52 Employment Factors 53 Consumer Impact Factors 53 Real Estate Factors 54 Socio-Cultural Components 56 Demographics 57 Page ii

3 Geographics 58 Psychographics 59 Constraints 59 Competitive Environment 60 Summary 62 Ch. 4 Theories about the Customer Environment 64 Introduction 64 General Theories and Models 64 Psychological Approach 66 Sociological Approach 67 Value-Belief-Norm Model 68 Attitude-Behavior-context (ABC) Model 70 The Motivation-Opportunity-Ability Model 72 Theory of Planned Behavior Model 74 Identity Theory 75 Social Identity Theory 77 Model of Sustainability Behavior 78 Model of Sport Consumer Behavior 82 Ch. 5 Sport Fan Sustainability Behavior Model External Activation 86 Introduction 86 Model Overview 88 Culture and Context 90 Subcultures 92 Sex/Gender 93 Education Leven 94 Marital Status 95 Household Income 96 Political Ideology 96 External Activation 99 Awareness of the Sustainability Campaign 99 Interest in Sustainability Campaign 101 Evaluation of Sustainability Campaign 104 Chapter Summary 106 Ch. 6 Sport Fan Sustainability Behavior Model Internal Motivation 108 Introduction 108 Personal Goals 109 Personal Values 111 Personal Needs 115 Personality 124 Personality and Sustainability 127 Loyalty toward the Sport Organization Brand 128 Attitude toward Sustainability Campaign 130 Chapter Summary 132 Page iii

4 Ch. 7 Sport Fan Sustainability Behavior Model Constraints, Behaviors, & Postconsumption 135 Behaviors Introduction 135 Constraints 136 Prior Sustainable Behavior 143 Behavioral Intentions Specific to Sustainability Campaign 146 Sustainable Behavior Specific to the Campaign 147 (Dis)Confirmation of Expectancies 147 Affective Responses 148 Self-esteem Responses 151 Chapter Summary 153 Ch. 8 Segmenting Sustainable Sport Fan Markets 156 Introduction 156 Segmenting 156 Bases of Market Segmentation 158 Market Segmentation Criteria 159 Sustainability Segmentation 162 Sport Sustainability Segments 165 Chapter Summary 168 Ch. 9 Sustainability Marketing Campaign Goals 170 Introduction 170 Consumer Pathway 172 Business Goals 175 Marketing Goals 175 Communication Goals 178 Awareness 181 Involvement 182 Active Consideration 182 Relationship Building 183 Attitudinal Loyalty 185 Advocacy 185 Prioritizing Goals 186 Creating Your Own Goal Chart 190 Chapter Summary 190 Ch. 10 Communicating the Campaign 193 Introduction 193 Central Communication Idea 194 Moments of Receptivity 196 Contextual Planning 197 Situational Advertising 197 Target Passion Points 197 Branding Inside Content 197 Tapping Consumers Media Relationships 198 Campaign Message by Target Market 199 Strategic Component 200 Page iv

5 Insightful Component 201 Impact Component 202 Clean & Concise 205 Campaign Architecture 207 Touchpoints 208 Owned Media 208 Paid Media 209 Earned Media 209 Touchpoint Selection 211 Idea Amplification 213 Awareness Amplification 214 Involvement Amplification 215 Active Consideration Amplification 215 Purchase/Participation Amplification 216 Usage/Continued Participation Amplification 216 Advocacy Amplification 216 Chapter Summary 217 Ch. 11 Implementing and Evaluating the Campaign 219 Introduction 219 Implementing the Plan 219 Operations Plan 220 Brief Example of Marketing Plan for a Sustainability Campaign 222 Evaluating the Campaign 228 Summary 235 Page v