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Essay / Research Paper Abstract
This is 4 page paper reviews a research article investigating the marketing of NBA teams. The paper summarises the article which assesses the value of different marketing techniques to increased attendance gains as it is perceived by the NBA marketers and the attendees. The bibliography cites one source.
Page Count:
4 pages (~225 words per page)
File: TS14_TEnbamark.rtf
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Unformatted sample text from the term paper:
lacking in the past. The hypothesis of the research is that the perceptions of NBA team marketing directors concerning effective marketing techniques are not aligned with the marketing that bans
perceived as effective. The article starts out with the justification for the research. It is stated that NBA teams are spending in excess of $1 million a year to support
ticket and associated sales. The way that the money is spent appears to be based on old marketing models based on the techniques used more than 30 years before by
the former Chicago Red Sox owner Bill Veeck. These are now outdated, and there is some evidence of NBA marketers using it is a more up-to-date techniques. The problem is
there is little research that evaluates the real effectiveness of these techniques. Dickon Turner (2007), cite the work of Mawson and Coan (1994) where marketing in NBA teams was
assessed with the use of the Marketing Technique Questionnaire (MTQ), where different marketing attendance techniques were assessed in terms of perceived importance by the marketers using Lickert scale and compare
it to attendance levels. This research is limited as the only difference identified was that teams with a lower attendance were teams where newspaper advertising and strategic planning had higher
means. Therefore, although useful, the study was limited as it does not evaluate the effectiveness of the different forms of marketing in attracting attendance from fans. Research has also been
conducted into other areas of sport where it has been found that the use of promotions will usually have a positive impact on attendance, but that with large numbers of
promotions the marginal impact of each subsequent promotion would reduce. Dick and Turner (2007), undertake research to assess the effectiveness of different
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