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Sport involvement - PowerPoint PPT Presentation

CHAPTER 4

CHAPTER 4. RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS. Marketing Research: Systematic process of collecting, analyzing, and interpreting data to reduce the risk in decision making. What kinds of studies would need to be done in sports marketing?

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SPORT CONSUMER BEHAVIOR

SPORT CONSUMER BEHAVIOR. Socialization Involvement Commitment. SOCIALIZATION. The process by which individuals develop skills, knowledge, attitudes, and values necessary to perform social roles. Two-way interaction between the individual and the environment. INVOLVEMENT: 3 kinds.

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1.48k views • 20 slides

Chapter 6

Chapter 6. Sport Programs and Professions. Evidence that Sport is a Central Theme for Our Culture. 98% of Americans participate in some aspect of sport 70% of Americans are sport fans Greater than 80% watch sports every week Participation in youth and adult sport has increased

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Sport involvement - PowerPoint PPT Presentation

CHAPTER 4

SPORT CONSUMER BEHAVIOR

Chapter 6