The Corporate Decision-Making Process of Sport Sponsorship - Essay Example

Introduction Promotion mix will involve persuasion and informing the consumers on the availability of a product in the market. In promotional mix are many methods which includes: the personal selling, the sales promotion, advertising and the sponsorship. In the case of the personal selling then there is the interaction with the consumers that will lead to the sales of the products on the behalf of the organization and there are the techniques and approaches that can be applied so that the sales can be successful. In the sales promotion there has to have the assurance that the information that will be provided is the best compared to the rest in that promotion. In the sponsorship then the organization has got to pay so that it can be associated with a certain event or the cause and the attributes of the event have the association with the sponsoring group. In the sponsorship then there are processes that one has to follow: the need to know about the current situation and know about the competitors who provide the advantage that is targeted so that the organization can know which audience to interact and use for the sponsor. Have the definition of the sponsorship objectives that include the brand, building of image and the promotion of new product. (Arthur, 1998) Sponsorship is money or other assistances that are given to the athletes so that they can be able to undergo the training and living expenses. To be sponsored then it means that one will be able to achieve the best for success of the game. This means that there are no business arrangements to be made therefore they do not expect anything in return. There is also the need to have agreement on strategy in need to know whether the sponsorship fit in the promotional activity. There is development of the tactics have agreement on what to sponsor, price and timing. There is the need to have the definition of the audience that will be targeted and also have the consideration of resources that are required for the success of sponsorship. With the information that is required then it will lead to know the steps to undertake in that particular area that is chosen for the sponsorship to undertake its actions. The sponsorship that is done to the sports has had its root in many companies after many problems rising and this led to the need to have the know how of the marketing strategies so that the program can succeed. . In the sponsorship decisions then throe is the impact been seen in the marketing mix and therefore the companies should have the knowledge that will be best for the sponsorship program to succeed. With the rise in the corporate spending on the sport sponsorship, then the sports will continue to receive the assistance. A sponsorship is the assistance that is given to a certain group so that they can be able to do their best this is in terms. The sport sponsorship is growing in popularity as the promotional tool for the sports and the non- sports products, which are the elements in the promotional, mix that are to be integrated so that the effective promotion impact can be faced. For a company to have the right understanding based on the sport sponsorship then the company has get to have the knowledge on the various number of phases and the buying centres that is important for the company to know the roles that are based on the sponsorship. (Arthur, 1998) There is the need for the utilization of the specific measuring methods that will lead to the measuring of the effectiveness of the sport sponsorship and the steps in evaluation process that is used by the company so that the success can be achieved. The need for the sport sponsorship has been due to the changes in the business where the business performance have dropped from 4% to 2% due to competition in the market therefore lack of money surrounding therefore there has been the needs to have the marketing mix strategies so that the company can be able to stay in the competitive environment. The promotion been a marketing mix then has been used to bring about the intention of the firm in the market. In the sport marketing there is the marketing of the sport which has got the implication that the marketing sporting equipments and the events of the participants are decided and the marketing with the sports is for the promotions of the products that are not based with the sports at the sporting events. In the designing of these sponsorship programs then there are four steps that have to be undertaken and they include: they setting of their sponsorship objectives, the determination of the sponsorship budgeting, acquisition of the sponsorship implementation and evaluation that is best for sponsorship. The objectives in relation to the sponsorship activities in the designing of the sponsorship program then there is the need to have the initial decisions that have to be based on the objectives of the sponsorship and in the objectives there is the direct and the indirect objectives where by the direct objectives are focused on the increase in sales and the indirect is based on the desired goals of the enhanced sales. (Armstrong, 1990) The objectives range from the social responsibilities to the commercial objectives and it is not possible to know the differences but the sporting company has to ensure that these objectives are met in the right manner and the need to have the building of the corporate image where by the target is based in ensuring that the view of the public towards that particular sponsor is changed and lead to encouragement of narrow groups see the need for the sponsorship. Benefits of sponsorship will be on provision of opportunities so that the organization can be able to get advantage in competing with the competitors. The opportunities range from gold, silver and bronze. In gold there is about $6,000, silver$ 3,000 and bronze about $ 2,000. These are benefits that are received by floral industry in Toronto. The people who are to be covered in the program has got to know the group that will be best to have the sponsor so that they can be associated in getting to the success that is targeted. In the self- congruity theory the consumers have been able to be satisfied this is because the products have the best brand names thus the image is very desirable. This has the indication that most of the consumers like those products that have best brand names. The organization has to ensure that the consumers receive satisfaction this has to be done through providing quality products to consumers so that they can have trust and loyalty to the organization. The organization should have information on the personal desires that will assist them to come up with desirable products that will have satisfaction to these consumers. The attraction of the employee this has to be undertaken through the involvement of the activities that are of value and appreciation so that the employees can feel been in the right place. The organization should know the people who are involved in the purchasing process, the buying of the decision and the factors that affect the people involved. The most basic objectives of the sponsor are to create the awareness to the customers and improve its corporate name. In use of demand curve the organization should be bale to have the right satisfaction to the consumers this means that the consumers have high demand depending on the type of product that is provided in terms of its characteristics like perishability. Thus the organization should know what sort of consumers they are dealing with and the products that will be best to them. There is also the objective for the sponsors to be able to meet the competition threat and this is seen as something that is hard as it has the problem of been unable to meet the costs that are related to the competition rates. For example the organization that has low quality product will not be able to meet it challenges therefore the competition will be a problem to such organization. The company has got to ensure that the target market is reached this has to be ensured so that the consumers have the know how of the products that are provided by the company and this is done with a well-defined messages through the sport sponsoring. There is also the need to build a long lasting relationship with the clients and others who are willing to make use of the products and therefore the company to be able to meet the competition in the market then it should have the right relationship. There is also the building of the image that is based on the fact that the activities that have to be done by the sporting company has to lead to the building of the corporate image and this sport sponsoring is done for the improvement of sales where by a company can spend a lot of income in such activity without a return. For example a lot of income was used in the sports sponsorship in 1998 there was $5 billion used and therefore the concerned organizations needed a clear and have efficiency on what is required so that the program that is used is of desirable standards to lead to the improvement of sales. To give money to the female tennis then it has been able to give about $800,000 in cash and gifts so that they can purchase whatever they require for their practice. (Armstrong, 1990) The techniques that are concerned with the setting of the sponsorship budgets should be in connection to the promotional budget. This sponsorship of the sports had been very expensive and led to the threat in the market the strategies that can be applied so that the information that is intended can be passed and through this then the changes will be made as per the collected data which is concerned with the planning so that they can have the association that the organization should lead to gain and this will mean that the benefits should be recognized at the end pf the program. The budget decision-making varies on the basis of the size of the company and the history and the commitment to the offering of the sponsorship. This is because the large organizations that have used this sponsorship as a form of communication for a long time is complex in that are many people who are to be involved in the decision making process and therefore the sponsorship is simpler compared to other smaller organizations that find the sponsorship been hard to undertake. (Ames, 1998) There is the choosing of the opportunity that will be acquired in the sponsorship and therefore the means in making of the decisions about the areas to be covered and the choosing of the athletic platform will ensure that the interest that is required to be received from these players is of the desired state and therefore the program, should be vale to reach many players and have the assistance that is required so that the players know how to go about making success that is best for them. The athletic platform is the team or the sport and this will mean that the players should all be covered so that they can play as expected by the program and it should have a high focus on a specific team so that it can offer the services that will lead to the success. In the description of the process then there is the information that has to be involved in the decision making and it includes: the demographic profile in that the population that is to be covered need to be considered. There is also the consideration of the cost per the people who have to be reached so that the opportunities can be equally divided. There is the length that is expected for the contract and this has to be based on the fact that the knowledge needs to be based on the right information so that the opportunities can be effective. In the case of the media coverage then there is need to have the knowledge on the population that will be covered. The need to know the value added promotions where by the promotion the audience that are targeted should be of importance and lead to the right information received. The benefits have to be considered in that this program should have the benefits to the public and the organization that is related to the giving of the information. The buying centre is a group that is responsible for the evaluation process and in this there are the five individuals who have a unique role in purchase. The roles are the gatekeepers where by the people are involved in ensuring that the information that is to enter in the buying centre is in control. There is the influencers who have a high impact on the decision making process so that they have the high impact been based in the right decision that is to be carried out. The decision maker has the right to either accept or reject the proposals depending on the knowledge that they have based on this particular information. The purchasers have the responsibility for negotiation of the contracts and the carrying out the trends that are best for the sponsorship. There is the need to know the number of the individuals and the interaction that has to be based in the decision making process. With this information then it will be possible to enter the market without fear of competitors leading to high sales been made. This is because with high demand then more is sold leading to high profits. (Ames, 1998) The information that is given should be related to the know how of whether the organization is needed for the first time or it has to be renewed and from such then it will be possible to know how to go about the sponsorship. After this then what follows is the purchasing decision that determine the scope of the sponsorship and this has to be based on the global events where by the information has got to cover the whole world and therefore it should be based on all the customers who are willing to get the information. In the case of the international events then the information has to be based on the geographical coverage and has got the specific area that has to cover. For the national events then it has to cover the people in a specific country and the local events is narrowed to a specific community and has the attraction that is based on limited group of consumers who have high interest in the sponsorship. There is the determination of the teams that have to be sponsored and this will have the right idea of those willing and in need for the sponsorship program coverage. The organization has therefore the need to have the knowledge on the overall information that is related to that particular group and therefore the organization should come up with knowledge whether the right information has been achieved. (All port, 1967) In the evaluation then the organization has got to have the knowledge on the risks and the costs and the difficulties that have to be encountered and from such information then it will be possible to implement the program so that the target can be reached. In the implementation then there is the use of the strategic thrusts that will mean that the organization is supposed to define the objectives and establish that best measure for the effectiveness of the program. There is the tracking of the sales that will be done in comparing the different sales that are achieved by the company. The organization should also assess the consumer attitudes, which will lead to the information that is needed for the problems to be solved. There is the use of the mile stone review where should have the managers achieved the knowledge and information that will lead to the desired implementation. The evaluation has got to be based on the present position of the company in terms of the pre- sponsorship awareness and image with the relation to the audience that has to be covered. The company has to know about the customer attitudes forwards the company that sponsors it and the company has got to compare the performance levels and the initial objectives this will lead to the company know how of what to do so that the operations of the sponsorship can be widely used by many audiences that are targeted. In the evaluation of the sport sponsorship then there is the need to provide the approaches that will be used for this implementation and the evaluation so that it can b e possible to match the right sponsor to the specific sport event. With the consideration of these steps then it becomes possible to come up with the right roles for the sponsorship program that will lead to the high sales been attained by the organization with the consumers benefiting. (All port, 1967) To know the effectiveness of the sponsorship then there is the need to have the measurement on the sales effectiveness where by this has to be undertaken through the direct measurements as the quantity of mail order and the controlled experiments that have the function of the form of test marketing. With the rise in sales been a hard task to achieve the sponsorship company has got to provide an environment that will lead to the sealers that are required so that the risks that are to be encountered can be reduced and dealt with in the right manner to have high sales with limited risks. In the case of the communication effectiveness then one has to know the awareness rate, have the measurement of the recall, the attitudes, the psychological and the sorting and keeping of the requirements that are received so that the extra information can be used in later times and there are risks that are expected but they can be dealt with in the appropriate way. There is the media coverage where by the consideration is placed on the duration of the TV coverage with the involvement of the verbal and visual creditors and the amount that is covered by the press but the problem with this kind of measurement is that it does not show the extent in which the public has received the information. In the measuring of the appropriateness of the sponsorship then the company has to know the audience level for the sponsorship activity and this will show the link in the event and the target market. In the case of the audience level then one has to have the measurement on the live audience and the extended audience with the level of the participation involved and this will lead to the information that is required been received because the sponsor will know the people to cover for the betterment of what is required and therefore with the sponsorship the role is widely based on the services that have to be provided so that they benefit the people who are intended. (Adze, 1989) In the carrying out of the research then there is the need to have the knowledge of what one is to carry out the research on and from such information then it will be possible to use the theories and the models that are important and effective toil use for better results. The companies are in search for the brand exposure so that they can have the information that will make the product effective and be well sold in the market. Therefore there is the need for the product opportunities in the firms that sponsor the sports this is of importance as the consumers will get the information that is based on the products so that they can know the needs and the benefits that can be achieved in this particular market so that the sales can change for the market sport. The research that has to be carried it is to come into terms with the know how of the sponsoring of the sports through different medias for the awareness. The mostly used approach is the qualitative research. The sports representing at high and growing industry and therefore there is need for the organizations to fight for the need to have transformation of the sports market so that it can become multi segment industry. There is lack of the theoretical foundations for the sport market due to the problems that has been faced and therefore the need to have research and so that the awareness can be seen that will lead to the attainment of the expected targets in the sports market. The research is based on the consumer behaviours, which is done through getting the approaches and the concepts like the attitude behaviour models. There is also the need to have the theories of the reasoned action and the planned behaviour models. This will act as the assistances that will lead to the sponsorship programs seen the need to have the assistance given to the players. In the use of the attitude behaviour models then it means that there will be need for the promotion that will lead to the target that is required and in the theory of the planned behaviour there will be the influence of the behaviour that will act as the control for the existing behaviour. With the concepts like the self efficacy, the self esteem and the self image then a model is created in the examining of the exercises and the interactions that will lead to the behaviour that is intended. (Adze, 1989) The emotional approach is the determinant of the sport consumer behaviour this will mean that the players should have different emotions that can be easily controlled so that they can lead to the desired success and the interaction that is required during the playing time with the other players. In the use of the social exchange theories then it can be clear that the sport marketing will aim at reaching the targeted intentions of the players and therefore for the case of the density dependence model then there is the determination of the attractiveness of the sport as a sponsorship means. There is the understanding on the sport sponsorship in the social exchange theory where by the claim is based on the competitive advantage and therefore there is the need to come up with the models that will be used in the explanation of the decision making process at the acquisition of the sport sponsorship. Therefore there is the looking of the consumer attitudes that will be based on the advantages of the direct measure of the sponsorship support there is also the advertising on the attitude impact towards the brand and the product that is to be purchased. (Abratt, 1990) There’s sport distribution through the media is in view of knowing the issues that have to be distributed through the media that are in direct connection to the sport product. Therefore through the media like the TVs one can develop the perspective that will assist in the knowledge of how a play should be undertaken and there is the investigation of the facts of the promotion on the purchase behaviour and the intentions of the players which will have an impact in knowing the intentions and the behaviours of these players and this will lead to the promotion that is required so that the play can be enhanced as an entity that will lead to the support on the organizational goals, the marketing objectives and the promotional objectives. In the interactive marketing then throe is the utilization of the sport marketing tools so that the effectiveness of the promotional content can be accessed and the sport branding has to showed that the creation of the attractive brand name will lead to the need for such product been well known to the others in the market. To have the license been based on the sport products then the program to be used will lead to the right management strategies and the implementation that will led to the success of the sport sponsorship. In the product development and the production then the sport market will have the understanding of the important competitive concepts and the strategies that will lead to the right direction been taken so that the program succeeds. Therefore in carrying out the research on the sport sponsorship then one should have the knowledge of theories and In the role of sponsorship then the audience will benefit from the services that will be provided by the organization that is working as the sponsors this is because in the field of sports there have been many problems that have to be put into consideration so that the working of the sports can not collapse. In the sponsorship on the sports the sponsors have the target based on giving the services that will create an image to the entire market that the sponsor is of importance and to be ready to provide for the desires and needs of the players and other people who are ready to be involved in that particular activity of sponsoring then throe should be the considerations of what it will have to do so that the targeted new market and the competitive advantage can be achieved. If the sponsors lacks the important knowledge on how to go about the sponsorship program then it will mean that the working will be disrupted and the services to be provided will not be as desired by the public. In the sponsorship then one can be able to have the assessment that the marketers have the utilization of the techniques that are used in the advertising and this will mean that the sponsor company will get the benefits that will lead to further advancements and this will lead to the success of the program as many will know the need for that sponsor. (Abratt, 1990) Conclusion The sponsorship program is very vital and gives the best assistance to the group that requires it meaning that it will have the assistance based in the donations and other services that are best to reach what that group targets. In the sport market then it means that the sponsors has the right information so that the services can be accorded as expected and reach success. It has the role of ensuring that the consumers are attracted and have a different view that is based on the information that is given by the sponsor and this leads to more attraction, as they will see it different through the sponsorship promotion. It fits in marketing, as the people are well informed on what has top be undertaken. Reference: Abratt, P. (1990): sports sponsorship evaluation. International journal pp, 300. Adze, T. (1989): the goals directed behaviours attitudes and the intentions. Journal of the experiment, pp, 78 All port, K. (1967): the attitudes of the players. Attitude theory and measurement, New York. Ames, P. (1998): that view of the sport sponsorship in the achievement of the sustainable competitive advantage. Journal of sport management pp, 89-90 Armstrong, L. (1990): the sports sponsorship. European research, pp, 90 Arthur, Y. (1998): the corporate decision-making process of sport sponsorship. Journal of sport management, pp, 78 Revision instructions: the instructions for revision are uploaded to the order. make sure to follow all of them Read More