Marketing, Financial What Is the Thesis

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In approaching sports marketing, many advocate what is called the 'JOBS' approach: What 'job' is the product doing -- what fundamental problem is your customer trying to solve? What objectives do your customers use to evaluate solutions? What barriers limit your customers' ability to use your solution? What solutions do your customers consider? The problem might be a perceived lack of purpose in life or 'respect' -- which may cause many fans to identify heavily with local sports teams, for example. Objectives might be entertainment, a feeling of fan identification with a player or a team, or enjoying a rivalry between two teams. Barriers might be cost, a feeling that the players are overly market-driven and don't care about the fans, and solutions might include increased interactivity between fans and players, ideally through an online format (Poe 2009).

Online interaction and connectivity will be vital to sports marketing of the NBA in the future because of its relatively low cost and cultural ubiquity amongst the young, particularly the desirable young, male twentysomething demographic.

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However, making 'real life' tickets affordable is likely to also be important in the future to create a necessary 'buzz' and excitement that makes fans care and passionately identify with their teams within a local community. This sense of personalization is why alumni remain so passionate about their college basketball teams, despite the fact that basketball is not a strictly 'stadium' sport. Increasing the amount of low-priced tickets to decrease the opportunity cost of attending games, marketing new rivalries when old franchises fail to satisfy, and keeping fans well-informed of the various efforts of famous players (who are more likely to switch teams than ever before) are all ways to generate a sense of connection between fans, teams, players, and the organization which provides them with such high-quality sports entertainment.

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