Griffith University 7343HSL Contemporary Sport and Event Marketing Readings.ppt

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2017-03-29 发布于江苏
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Griffith University 7343HSL Contemporary Sport and Event Marketing Readings.ppt

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Griffith University 7343HSL Contemporary Sport and Event Marketing Readings

* * * * Low = Situational High = Enduring * * * * * * * * * * * * * * * * * * * * * * * * Contemporary Sport Event Marketing Lecture Week 3 Key Concepts so far Cognition Involvement Affect PCM – Behaviour Segmentation * Motivation Motivations are a hypothetical construct to define the driving forces of human behaviour and explain why people do what they do instead of choosing alternative processes. Motivation represents an activated internal state that arouses, directs and leads to behaviour. An internal desire to take a pathway because it provides opportunities that satisfy needs and receive benefits. Desired State Achieved Actual State Desired State is Defined by a goal–object (a want) Behaviour Personality, lifestyle and values influence Goals/wants Felt Need Tension Desired State is Achieved a) Need Recognition b) Tension Reduction c) Drive State d) Want e) Goal DirectedBehaviour * Maslows Hierarchy of Needs Needs A state of felt deprivation Wants The form a need takes when shaped by culture and personality Demands Wants become demands when backed by purchasing power. Products Anything that satisfies a need or want * * Motives for Sport Event Attendance Socialization The chance to socialize with others The opportunity to interact with other people Performance The gracefulness associated with the game The natural elegance of the game Excitement I enjoy the excitement associated with the games I find the games very exciting Esteem I feel like I have won when the team wins I get a sense of accomplishment when the team wins Diversion I can get away from the tension in my life It provides me with a break from my daily routine * Motives for Participation? How might motives differ if you were participating within the sport event versus attending to spectate? * Motives for attending other events? How might motives differ for attending a musical or a food festival or a business conference? * What is Involvement? Involvement creates tension. It