Sporun ekonomi içindeki yeri ve spor pazarlama: Üç büyük spor klübünde uygulamalı bir araştırma
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Date
2005
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Access Rights
info:eu-repo/semantics/openAccess
Abstract
Spor pazarlaması kavramı, ilk defa 1978 yılında "Advertising Age"dergisi tarafından kullanılmış ve tüketicilerin, hizmet pazarlamacılarının endüstriyel bir ürün olarak sporu tutundurma aracı olarak giderek artan bir biçimde kullanmaları şeklinde açıklanmıştır (Durusoy, 2004). Daha sonraları yapılan araştırmalar bu açıklamanın yetersiz olduğunu ortaya çıkarmıştır. 2000'li yıllara gelindiğinde ise spor pazarlaması kavramı, pazarlama ilkelerinin ve süreçlerinin, spor endüstrisinde uygulanması seklinde açıklanmaya baslamıştır. Bu çalışma spor kulüplerinin pazarlama uygulamalarını ve ekonomiye olan etkilerini inceleyen bir araştırmadır.Araştırmacının amacı daha net olarak, Türkiye'de bulunan üç büyük spor kulübünün pazarlama uygulamalarının ve ekonomiye etkilerinin belirlenmesidir. Spor kulüplerinin pazarlama faaliyetlerinin ve ekonomiye olan etkilerini incelemek için iki aşamalı bir araştırma tasarlanmış ve spor kulüplerinde uygulanmıştır.Birinci aşamada, kavramın ve kavrama yönelik temel unsurların daha iyi anlaşılabilmesi için keşfedici bir araştırma yürütülmüştür.İkinci aşamada ise sorular yardımıyla spor kulüplerinin uygulamaları belirlenmiştir. Veriler, yüz yüze görüşme yöntemi ve elektronik posta yöntemiyle toplanmıştır. Araştırma sonuçları göstermektedir ki günümüzde spor kulüpleri pazarlama konusunda da uzman hale gelmektedir. Pazarlama disiplinindeki gelişmelere paralel olarak spor kulüpleri de pazarlama uygulamalarında değişikliklere gitmektedir. Spor ile ilgili kuruluşlar yaptıkları faaliyetler sonucunda genel ekonomi içerisinde önemli bir paya sahip olmaya başlamışlardır.
The term of sports marketing was initially used by the "Journal of Advertising Age" in 1978 and described as ?the promotional tools which is increasingly being used as an industrial product by consumers and services marketers? (Durusoy, 2004). The following researches stated that this explanation is inadequate. In recent years, the term of sports marketing has been described as the implementation of the principles of marketing and marketing processes in sports industry. This research documents a study of the marketing implementations of the sports clubs and its effects on the economy. The main objective of this study is to determine marketing implementations of the three major sports clubs in Turkey and its effects on the economy. In order to explore marketing implementations of sports clubs and its effects on the economy, a two phase research design was adopted and conducted in the sports clubs. First, an exploratory phase was conducted in order to gain a clearer understanding of the key issues. Second, a questionnaire was used to determine the marketing implementations of sports clubs. Data generation was achieved through face to face interviews and e-mail. The results of this study shows that sports clubs have become more professional in the field of marketing. Since marketing discipline is changing constantly, sports clubs are changing their marketing implementations as well. Sports organizations started to have an important share in the general economy as a result of their functions and implementations.
The term of sports marketing was initially used by the "Journal of Advertising Age" in 1978 and described as ?the promotional tools which is increasingly being used as an industrial product by consumers and services marketers? (Durusoy, 2004). The following researches stated that this explanation is inadequate. In recent years, the term of sports marketing has been described as the implementation of the principles of marketing and marketing processes in sports industry. This research documents a study of the marketing implementations of the sports clubs and its effects on the economy. The main objective of this study is to determine marketing implementations of the three major sports clubs in Turkey and its effects on the economy. In order to explore marketing implementations of sports clubs and its effects on the economy, a two phase research design was adopted and conducted in the sports clubs. First, an exploratory phase was conducted in order to gain a clearer understanding of the key issues. Second, a questionnaire was used to determine the marketing implementations of sports clubs. Data generation was achieved through face to face interviews and e-mail. The results of this study shows that sports clubs have become more professional in the field of marketing. Since marketing discipline is changing constantly, sports clubs are changing their marketing implementations as well. Sports organizations started to have an important share in the general economy as a result of their functions and implementations.
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Keywords
Spor, Spor Kulüpleri, Ekonomi, Pazarlama, Spor Pazarlama
