Business Commons^™

The Role Of Recovery Marketing To Recapture A Sport Market Over The Past Decade: From Travel And Tourism To Professional And Amateur Sport Business, Eric C. Schwarz

Journal of Applied Marketing Theory

Recovery marketing can be defined as the actual or possible regaining, restoration, or improvement of something lost or taken away as a result of a significantly negative situation or event through the transfer of goods and services from producers to consumers. This article seeks to elaborate on the concept of recovery marketing historically and in terms of the sport industry, and how sport marketing efforts can be utilized in various situations to recuperate from negative scenarios. In addition, suggestions will be presented regarding the creation of a recovery marketing plan for sport organizations, as well as propositions for future research.

The Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy Lough, Jennifer Renee Pharr

Journal of Applied Marketing Theory

Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to …

Assessing Sport-Sales Training Effectiveness: To Enhance Sales Performance Of Prospective Sales Employees, Richard M. Southall, Ronald Dick, Thomas A. Pollack

Journal of Applied Marketing Theory

The majority of entry-level positions within the sport industry fall in the area of sales. Yet, only recently have sportmanagement programs begun to offer courses devoted to sales education and training. The discipline of sales provides an ideal opportunity to incorporate experiential-based learning. While several recent articles have examined the application of experiential-learning to courses focused on ticket sales, this article presents the results of the first systematic assessment of such courses’ effectiveness. Specifically, this paper presents the results of an evaluation of sales-training programs that incorporate Southall, Nagel, LeGrande, and Han’s (2003) metadiscrete experiential learning model and the application …

Providing Consistent Service At The Concession Stands: An Exploratory Study, Mark S. Nagel

Journal of Applied Marketing Theory

Concession sales are a critical revenue stream for sport and entertainment venues. Most research investigating concession revenues has focused upon quality and availability of food choices as well as the servicescape (Bigelow, 2004; Zeithaml, Bitner, and Gremler, 2006). Though these are important areas of concern, one area that has not been extensively researched is the appearance, speed, and efficiency of individual concession stations in relation to their in-venue counterparts. This study investigated the consistency of concession operations at a National Collegiate Athletic Association (NCAA) Division I men’s basketball game. Results indicated that a discrepancy existed among concession outlets in regards …

Consumer-Led Brand Development For A University Athletics Program, Lynn W. Mcgee

Journal of Applied Marketing Theory

A foundational aspect of sports marketing is the study of how consumer relationships contribute to brand loyalty and behavior. A new baccalaureate university introduced intercollegiate athletics—and needed a process to define its distinctive brand assets and to select a brand name and brand mark. The qualitative and quantitative consumer-led process built brand loyalty using Gronroos' customer relationship model of external, internal and interactive marketing. A brand personality survey demonstrated significant differences in characteristics desired by different stakeholder groups. The benefits, challenges and implications of the consensus-building approach for practitioners are presented and the need for richer concepts and measures in …

Collegiate Basketball Season-Ticket Holders’ Purchasing Motivation And Interests, Steve Chen, Jennifer Y. Mak

Journal of Applied Marketing Theory

This study examined the ticket purchasing motivation and interests of 334 season-ticket holders (199 males, 135 females) from two NCAA Division-I regional state institutions. The participants’ purchasing motivation and interests were surveyed onsite in the 2008-09 season by utilizing a12-item self-created instrument with a high level of internal reliability. The results indicated that the participants’ ticket purchasing motivation was mainly influenced by the competition and psycho-social related factor (CPR), and price and promotion (P&P) factor. The researchers further addressed the unique aspects in promoting regional Division-I basketball programs, and limitations and directions for future studies.

Comparing Credibility: A Website Versus Publicity, Marsha D. Loda, Barbara C. Coleman, Bill Norman, Marie Esposito

Journal of Applied Marketing Theory

Websites and publicity in mass media are two commonly used marketing elements. However, it is unclear whether exposure to a website or publicity is most effective at influencing behavior. This research compares the effectiveness of a magazine publicity article and a tourism destination website on the choice of a spring break destination. Based on this analysis, a website is no more credible than a publicity article; nor does an Internet site create a more favorable attitude or greater purchase intent than does magazine-based publicity. Magazine articles emerged as equally effective as websites for most variables. This study shows that traditional …

Editors' Comments For Jamt Issue 1 Volume 1, Richard E. Mathisen, Mike Musante

Journal of Applied Marketing Theory

The Role of Refund Policy and Complaint Response Time in Determining Customer Satisfaction and Repurchase Intent Audrey Guskey, Ryan Luchs, and Xiaomei Min

Organization Structure and Service Capabilities as Predictors of Supply Chain Performance: B2B Seller’s Perspective Harash J. Sachdev and G. Russell Merz

Human Collaboration: A Key Component to Supply Chain Performance Kenneth Saban and John Mawhinney

Lifestyle Bundles: A Between-Category Product Evaluation Study of Affluent Consumer Behavior Michael Levens

The Buzz Factor: Comparing Web Sites and Publicity Marsha D. Loda, Barbara C. Coleman, William C. Norman and Marie Esposito

How Arrogant are Sales and Marketing Professionals: Perceptions of …

Organization Structure And Service Capabilities As Predictors Of Supply Chain Performance: B2b Seller’S Perspective, Harash Sachdev, Russ Merz

Journal of Applied Marketing Theory

In buyer-seller exchanges the seller not only provides the goods and service but also transfers its organization capabilities on to the buying firm. Improper selection and usage of these capabilities may reduce the seller’s sustainable competitive edge in future transactions in this supply chain. Through field interviews and Resource Based View literature, the authors propose and test a model linking organization structure, service capabilities, and seller’s satisfaction and performance in business-to-business exchanges. Based on eighty-seven responses, the results indicate that autonomous structure had a positive impact on all three service capabilities. Formalization had a positive influence on only logistics service …

Human Collaboration: A Key Component To Supply Chain Performance, Kenneth Saban, John Mawhinney

Journal of Applied Marketing Theory

While companies are looking to collaborate with a larger number of external partners, many fail to achieve this goal. The problem can be traced to the fact that executives have become overly dependent on new supply chain technologies which has resulted in overlooking the role that people play when launching a collaborative program. However, when employing just the opposite strategy, supply chain leaders have increased their productivity, improved concept-to-marketdevelopment times, and achieved high levels of customer satisfaction. This paper argues that people are just as important as having the right supply chain process or technology.

Lifestyle Bundles: A Between-Category Product Evaluation Study Of Affluent Consumer Behavior, Michael Levens

Journal of Applied Marketing Theory

Bundling is a well established pricing strategy that is ubiquitous in its application by marketers. Although bundling is common, high-involvement multi-category bundles are uncommon and little academic research has been devoted to such combinations. The concept of lifestyle bundles is introduced and evaluated through specific product combinations intended to represent a particular lifestyle. Lifestyle bundles are a way of life that individuals express by choosing to allocate their time and personal resources to a single package of two or more goods or services that they believe represent their current or desired way of life. A combined offering of home, vehicle, …

Bridging The Journal Gap: How Increased Aq Demands Have Pushed Marketing Publications To Capacity, Joe Schwartz, Richard E. Mathisen, Renee Fontenot, Michael Musante

Journal of Applied Marketing Theory

As more Universities begin to stress academic publication as a way to conform to current Marketing Department and Business School standards of accreditation the need for additional outlets for scholarship has become a pressing concern for faculty. This paper examines the changes that have taken place in the environment and proposes some changes that need to occur to make the current model for academic success achievable. The reality in the market is that growth in journal outlets for academic publications has not kept pace with either the increased number of marketing faculty nor with the increased emphasis on research publication, …

How Arrogant Are Sales And Marketing Professionals: Perceptions Of Business Students, Art Weinstein, Margaret Britt, Joseph Balloun, Perry Haan

Journal of Applied Marketing Theory

Arrogance is a problem in business and other sectors of American society. This multi-university study assessed more than 500 business students’ perceptions of arrogance in sales and marketing environments. It also probed the arrogance issue in 12 other professions (five business-related and seven non-business occupations). Sales professionals were perceived as being more arrogant than marketers. Gender, ethnicity, and school type were found to be predictors of arrogance in marketing positions. Overall, sales were in the middle-of-thepack with respect to perceived arrogance (several professions were more arrogant and several professions were less arrogant), while marketers were considered relatively nonarrogant. Implications of …

The Role Of Refund Policy And Complaint Response Time In Determining Customer Satisfaction And Repurchase Intent, Audrey Guskey, Ryan Luchs, Xiaomei Min

Journal of Applied Marketing Theory

In the current retail environment, companies must maintain competitiveness by satisfying their customers and creating loyalty. Companies now need to have a process for handling complaints in order to optimally respond to consumers. In this study, the authors examine the refund policy employed by the firm as well as the complaint response time to study how these factors impact satisfaction and repurchase intent. Findings offer several insights for marketing practice. First, offering either an immediate refund or future discount has a positive impact on satisfaction and repurchase intent as compared to offering no refund. Second, the impact of a future …