ef_ch3_net - Consumption Divestment Pre-purchase Evaluation...

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How Fans Connect The Elusive Fan Chapter 3
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What’s the Goal? Reaching Attracting Retaining
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What’s the Secret? Never lose sight of this
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Today’s Fans Are not exclusively committed Have to make choices Why? Are “gettable” with the right stimulus
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Chapter Overview Connections of Sports Fans Connection entryways How Fans make decisions Levels of Fan intensity
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Sports Fan Connections Segment Fans Demographic Value Religion Patriotism Ethics Tradition
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Fan Connection Points Star Place Social Currency Family Vicarious Experience Uncertainty Utopian
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Connection Entryways 1. Participation 2. On-site experience 3. Media 4. Word-of-mouth 5. Mentoring
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How Fans Make Decisions Purchase Search for Information Post-consumption Evaluation Need Recognition
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Unformatted text preview: Consumption Divestment Pre-purchase Evaluation of Alternatives Fan Decision Making 7 Buyer Roles 1. Initiator 2. Influencer 3. Decision maker 4. Approver 5. Real buyer 6. User 7. Evaluator FDF Tool First ID major factors considered by Fans when deciding to attend a game Experience, intuition, surveys, feedback, other available data Second assign an importance weight Third determine how well the team manages each criterion and assign a value, higher numbers indicate the item is managed well Fourth multiply the importance by the quality value Fan Involvement Indifferent Fans Eyeballs Wallets Collectors Attachers Insiders Ensnared...
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This note was uploaded on 09/09/2011 for the course MAR 4711 taught by Professor Cynthiagundy during the Fall '11 term at University of Central Florida.

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ef_ch3_net - Consumption Divestment Pre-purchase Evaluation...

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