It s essential to state that the paper "Events and Organizational Buying Behaviour" is a good example of marketing coursework. The phenomenal growth of event sponsorship (particularly sports sponsorship) in the recent past raises questions as to just how the entire sports sponsorship process is carried out. Event sponsorship involves the provision of resources by corporations to individuals or groups which participate in public entertainment events, such as sports, music performances, art and so on. Both the sponsoring corporation and the sponsored individual or groups derive benefits from the arrangement. The individual or group receives funding for its activities, while the sponsoring organization benefits in the form of marketing opportunities and increased brand name recognition through advertising.
Consequently, event sponsorship can be considered as a form of business service, in much the same way that legal advice and insurance are considered as business services. The reason for this concept of event sponsorship is that, in the same way, that corporations have to purchase legal and insurance services, they also have to purchase sponsorships from individuals and groups, such as sportsmen and sports teams. However, unlike the purchase of other forms of business services, there is no uniform system of measuring companies’ benefits from event sponsorships.
While sportsmen or sports teams receive quantifiable sums of money from corporations, it is hard to measure exactly what corporations receive in return. Furthermore, there is no uniform process that companies use to select individuals or groups from whom to purchase sponsorship opportunities. Companies are often overwhelmed by requests by event organizers selling sponsorship, and so they have to choose from among a wide variety of potential opportunities.
The literature on event sponsorship is mainly descriptive in nature. Therefore this paper aims at coming up with conceptual guidelines on how organizational buying behaviour is used to purchase event sponsorship. Background Information Buying Centre One way in which the process of organizational buying behaviour in event management is understood is through the concept of the buying centre (Arthur, Scott and Woods 1997). According to the authors, the buying centre is comprised of all the individuals and/or groups within an organization who are involved in the process of selecting and deciding which event sponsorship opportunity the organization should purchase, and who perform the actual purchasing of such opportunities. However, the buying centre is not a single, discrete body that makes all sponsorship purchasing decisions.
Instead, it is made up of people from different departments within an organization who all share in the task of purchasing a sponsorship. Indeed, different individuals in the buying centre may engage in the buying process at different times. For instance, the individuals charged with screening potential applicants for sponsorship are likely to be different from the individuals who make the final decision whether the organization will purchase a particular event sponsorship. Arthur, Scott, and Woods (1997) also demonstrate that different departments within an organization will have to collaborate.
The authors cited research showing that the buying centre is usually made up of individuals who perform different roles. Gatekeepers screen out unwanted sponsorship opportunities, influencers affect the parameters of the purchasing decision, deciders make the final choice and buyers handle the actual purchase. These roles overlap and they may conflict with each other, so the purchasing process takes time to complete.
Dolphin, R. 2003. Sponsorship: perspectives on its strategic role. Corporate Communications: An International Journal 8 (3): 173-186.
Arthur, D., D. Scott, and T. Woods. 1997. “A Conceptual model of the corporate decision making process.” Journal of Sport Management 11: 223-233.
Johnston, M., and N. Paulsen. 2007. The relative importance of sponsorship selection criteria: A choice-based conjoint experiment using hierarchical Bayes analysis. In: Thyne, M., “Deans, K. R. and Gnoth, J., ANZMAC 2007 Reputation, Responsibility, Relevance: Conference Proceedings”. “Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007”. Dunedin, New Zealand, (468-475). 3-5 December, 2007.
McCook, K., D. Turco, and R. Riley. 1998. A Look at the corporate sponsorship decision- making process. The Cyber-Journal of Sport Marketing 1 (2): 50-65. http://www.cjsm.com ( accessed October 28, 2010).
Pope, N. 1998. Overview of Current sponsorship thought. The Cyber Journal of Sport Marketing. http://fulltext.ausport.gov.au/fulltext/1998/cjsm/v2n1/pope21.htm (accessed October 28, 2010).