Kurt Schimmel

Business-to-Business Relationships and Sport: Using Sponsorship as a Critical Sales Event

Abstract: To date, research on sponsorship in general, and sport sponsorship in particular, has focused on sponsorship effects (Business-to-Consumer) and the managerial uses of sponsorship. This paper addresses a gap in the sport sponsorship literature by examining sport sponsorship from a Business-to-Business (B2B) perspective, and the use of sport sponsorship as a Critical Sales Event to help theB2B sales force move customers through the relationship life cycle stages proposed by Dwyer, Shurr and Oh (1987). The authors propose and discuss a framework for implementing Critical Sales Events into the relationship marketing life cycle using sport sponsorship; discuss how sport sponsorship can impact buyer-seller relations at pertinent stages of the life cycle, and provide recommendations for future research. Keywords: Sponsorship, critical sales event, business-to-business marketing Introduction Since Peter Ueberroths successful handling of the 1984 Los Angeles Olympic Games, sport sponsorship has become a prominent marketing tool (Mullin, Hardy & Sutton, 2000). In the United States alone,

Benchmarking organizational commitment across nonprofit human services organizations in Pennsylvania

6.43 billion will be spent by corporations to sponsor sport-related events and properties in 2003 (IEG Sponsorship Report, 2003b). According to estimates provided in the IEG/Performance Research Sponsorship Decision-Makers Survey, 40 per cent of corporations anticipated spending more on sponsorship in 2003 than in 2002, 42 per cent estimated spending would remain the same and 18 per cent reported spending would decrease over 2002 levels (IEG Sponsorship Report, 2003a). It is not coincidence then that sponsorship in general, and sport sponsorship in particular, is receiving greater attention from academicians. While sponsorship has been a tool employed by practitioners for the past two decades (Tripodi, 2001), the academic focus on the various elements of sponsorship has lagged behind. Nevertheless, both empirical and theoretical research have provided us with a greater understanding of sport sponsorship, as well as identifying areas of sponsorship that require further research. For example, Irwin, Lachowetz, Cornwell and Clark (2002) and Lachowetz and Gladden (2002) have recently begun to investigate the effectiveness of cause-related marketing programs (i.e. sponsorship of a not-for-profit cause) as a component of a firms overall sport marketing strategy. Yet, despite the existing body of sport sponsorship literature, gaps still remain that require investigation, so academicians and practitioners alike may fully understand the strategic implications and uses of sponsorship. The purpose of this paper is to address a gap in the sport sponsorship literature--sport sponsorship as a critical sales event (OSE). Specifically, it examines sport sponsorships role in relationship marketing from the Business-to-Business (B2B) perspective: that is, using the sponsored event and the ancillary activities surrounding the sportin g event to develop deeper, more positive relationships with targeted key decision makers. The use of sport sponsorship by B2B firms is not a new idea, particularly by certain organizations that have fully integrated sport sponsorship into their marketing communications mix. However, not all B2B firms engaged in sport sponsorship take advantage of the event to strategically aid sales force efforts. This paper advocates firms expanding beyond the core sponsorship event to create multiple opportunities for salesperson/client interaction, with implications for both B2B firms and sport properties looking to sell sponsorships. Hospitality vs. Sponsorship Firms examining whether to add a sport-related component to their marketing communications program have three choices. First, they can elect not to become involved. Second, they can enter into a formal sponsorship with a sport/event entity. Third, they can purchase a hospitality package at a particular sporting event. Firms worldwide practise each option annually, dependent upon the objectives to be achieved. …

What communication methods work for sports events? An analysis of the FedEx St. Jude Classic

Purpose – The purpose of this paper is to examine organizational commitment within nonprofit organizations and demonstrate the effectiveness of benchmarking attitudinal constructs.Design/methodology/approach – A web based 21 question survey was conducted utilizing a professional organizations membership list. The survey was then analyzed to determine if differences could be found in a local market compared to the larger (geographic) sample. Manova was used to examine mean differences across the variables.Findings – The results revealed six constructs where attitudinal differences occurred. The differences allow management to determine if they are even with, above or below the average for the larger region and adjust management practices accordingly to increase organizational commitment.Research limitations/implications – Because of the chosen research approach, the research results may lack generalisability. Therefore, researchers are encouraged to test the proposed propositions further with a larger nat...

Advertising as a cause of bias in American juries: an exploratory study

This paper applies the concept of the marketing communications audit to one companys involvement with a Professional Golf Association (PGA) tournament event. According to Hargie and Tourish (2000), communications audits aid a firm in evaluating and improving the effectiveness of marketing communications strategies. The current paper applies the audit to Federal Express (FedEx) and the St. Jude Classic. FedExs involvement in the tournament as the title sponsor serves the firms business on multiple levels; business-to-consumer; business-to-business; and, firm to community. The audit reveals the FedEx marketing communication messages resonate well with the various targeted segments; yet, based on the audits results, FedEx could improve on the effectiveness by reallocating resources to the most effective media.

Match/Mismatch in The College Service-Learning Experience: Influence on Attitudes, Satisfaction, and Volunteer Intentions

This study explores the concept of jury bias based on exposure to lawyer advertising. Attitudinal and demographic differences are identified which distinguish respondents who felt they might be biased due to exposure to advertising. Legal precedents and implications for jury selection are discussed.

Selection of a Legal Services Firm

In this conceptual paper, we examine college-based service-learning experiences using the functional approach to volunteering. Drawing upon previous research, we develop a model that incorporates the match/mismatch between motivation and experience, and considers the impact of college service-learning experiences on students’ attitudes, satisfaction, and volunteer intentions. We discuss both practical and pedagogical implications stemming from our work, and provide directions for future research.

Match/Mismatch of the College Business Student Service-Learning Experiences: Drivers of Perceived Attitude Change, Satisfaction, and Future Volunteering Intentions

ABSTRACT This paper explores the differences between attorneys and consumers of legal services regarding the selection of a law firm. Zeithamls 1981 typology of search, credence and experiential criteria are used. Of the 26 criteria examined, statistically significant differences were found in the evaluation of 19 of the criteria.