Basics of Clustering
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This document discusses cluster analysis, which is the process of grouping a set of data into clusters. Cluster analysis is used to discover distinct groups or segments in data like customer bases. It groups observations so that observations within each cluster are similar to each other but dissimilar to observations in other clusters. Cluster analysis is used in marketing to develop targeted programs for different customer segments. Insurance companies also use it to group drivers into risk levels and set premiums accordingly. The document provides steps for performing cluster analysis using SPSS, including warnings about variables to avoid and ideal numbers of clusters.
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Cluster analysiss v Cluster analysis is a data exploration (mining) tool
for dividing a multivariate dataset into “natural”
clusters (groups). We use the methods to explore
whether previously undefined clusters (groups) may
exist in the dataset.
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How To Getting Into IT With Zero Experience
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Ch 10 licensing nicholsB. Nichols This document provides an overview of licensing as it relates to sports properties. It discusses the benefits of licensing for sport organizations to promote their brand and generate revenue. Licensing is managed by properties divisions within leagues or through external agencies. Key aspects covered include common licensing terms, the licensing model and revenue sharing, metrics for evaluating licensing performance, strategies for promoting licensed programs and products, and policies around licensing management and protecting licensed intellectual property.
Sports pricing spring 2015.key
Sports pricing spring 2015.keyB. Nichols The Cyclones lowered student season ticket prices from $280 to $175 which caused sales to drop from 21,000 to 13,000. The document discusses factors that influence sports pricing strategies, including demand, objectives, competition, and the other elements of the marketing mix. It also covers pricing models and analyses, such as cost-based pricing, break-even analysis, bundle pricing, and evaluating price elasticity.
Segmentation & Targeting
Segmentation & TargetingB. Nichols This document discusses market segmentation, targeting, and positioning as they relate to marketing sports products like Reebok shoes. It defines segmentation as dividing a market into homogeneous groups, targeting as selecting segments to focus on, and positioning as developing a desired brand image. The document then discusses various bases for segmenting the sports market like demographics, psychographics, product usage, and benefits sought. It provides examples of how to identify, access, and evaluate responsive market segments. Finally, it discusses using push and pull strategies to target segments and how to position a product's attributes in consumers' minds.
Pricing
PricingB. Nichols The document discusses various topics related to pricing in sports, including:
1) A case study of the University of Michigan lowering student season tickets prices by 37.5% which increased sales from 21,000 to 13,000, demonstrating elastic demand.
2) Factors that influence pricing of sport products including demand, objectives, competition, technology.
3) The importance of pricing as the most flexible part of the marketing mix and how organizations and consumers perceive value differently in relation to price.
4) The consumer pricing evaluation process and examples of fan cost indexes for major sports leagues.
5) Organizational determinants of pricing including break-even analysis and elasticity of demand concepts.
Licensing in Sports
Licensing in SportsB. Nichols This document summarizes key aspects of sports licensing. It discusses that licensing promotes sports brands through exposure, awareness, loyalty and affiliation. It increases revenue for sports organizations and leagues and protects their intellectual property. College sports have the longest licensing season. Licensing is a $17.5 billion global business. Licensing models involve licensors, agencies, licensees and retailers, with licensors earning royalties on licensed goods. The document also discusses strategies for promoting licensing programs, such as market penetration, development and diversification. It emphasizes the importance of protecting licensed intellectual property.
Sma p resentation rev oct 25
Sma p resentation rev oct 25B. Nichols The document describes a field application student training program between two sports marketing courses at a university. In the program, students work on a semester-long project with the Cincinnati Reds organization, conducting research and developing promotional strategies across both courses. Feedback from students and the Reds organization was positive, with students gaining real-world experience and the Reds obtaining useful insights. Implementing the multi-course project requires coordinating schedules and goals between courses and clearly explaining the relationship and expectations to students.
Ch 8 segmentation
Ch 8 segmentationB. Nichols This document outlines the key concepts in target marketing including segmentation, targeting, positioning, and customer relationship management. It discusses how markets can be segmented based on variables like preferences, behaviors, demographics and evaluating segments to choose a target. Positioning is explained as how a product or service is perceived relative to competitors. The document provides examples of segmentation and positioning candy and discusses targeting strategies and developing a marketing mix tailored to the chosen target segment.
Chapter 12
Chapter 12B. Nichols This chapter discusses corporate social responsibility (CSR) in the context of sport organizations. It defines CSR as the responsibility of organizations to act ethically and consider societal needs. The chapter outlines the various dimensions of CSR for sport organizations, including donating to charities, supporting social causes, being environmentally responsible, and treating employees fairly. It also describes the benefits sport organizations can gain from demonstrating strong CSR, such as enhancing their reputation, growing participation in their sport, and improving financial performance.
Chapter 11
Chapter 11B. Nichols This chapter discusses unmediated communication tactics that can be used in sport organizations for community relations and public relations. Unmediated communication involves direct two-way interaction without a medium and includes public speeches, appearances, tours, clinics, and open houses. The advantages are direct face-to-face interaction that allows for high message control and engagement of interested audiences. These tactics can develop personal connections, generate goodwill, publicity, and revenue through promotional opportunities. The chapter provides considerations for effectively planning and implementing different unmediated tactics like clinics, open houses, and promotional events.
Chapter 10
Chapter 10B. Nichols This chapter discusses crisis communications and management. It defines a crisis as an event that damages an organization's finances or reputation. An incident is less severe. The chapter outlines types of crises and explains the importance of having a crisis communications plan. Such a plan should coordinate response, respond rapidly, and minimize reputational damage. It also discusses developing scenarios, teams, communication strategies, and managing media relations. Organizations should assess their crisis response and modify plans accordingly. Examples of both successful and unsuccessful crisis responses in sports are provided.
Chapter 7 - SPB 309
Chapter 7 - SPB 309B. Nichols This chapter discusses managing the relationship between a sport organization and the media. It identifies different types of influential media, such as beat reporters who provide in-depth coverage of a specific team or region, and columnists who write opinion pieces. The chapter outlines services sport organizations should provide media at events, like credential policies and access to press boxes and media rooms. It also discusses developing a media policy that identifies official spokespeople and guidelines for athlete and coach availability. Finally, the chapter discusses tactics for maximizing media exposure, such as pitching human interest stories and recognition stories to the media.
Chapter 6 - SPB 309
Chapter 6 - SPB 309B. Nichols This chapter discusses the relationship between sport organizations and mass media. It defines mass media and notes the significance of rights fees in the success of sport organizations. Sport organizations have adapted to accommodate television by changing rules and scheduling. Historically, sport organizations used newspapers to promote athletes and build fan bases. The evolution of electronic media increased the importance of rights fees, which now contribute significantly to league revenues. The relationship between sport and media is symbiotic, with each partner helping to deliver sport content to consumers.
Chapter 8 - SBP 309
Chapter 8 - SBP 309B. Nichols This document discusses tactics for distributing information to the public and news media. It covers the roles and responsibilities of a sport public relations professional in generating favorable publicity and developing positive content. Various communication tactics like advertising, news media, organizational media, and interpersonal communication are compared in terms of their public reach and impact. Building relationships with news media through direct contact and distributing news releases in a standard format are emphasized. Effective news releases should have news value by being timely, impactful, prominent, unusual, or proximate. Distribution methods, types of news releases for different purposes, and supplemental materials like media kits and audiovisual content are also outlined.
Chapter 5 - SPB 309
Chapter 5 - SPB 309B. Nichols Organizational media refers to tactics used by sport organizations to communicate with their publics without relying on mass media. This includes media guides, newsletters, brochures, programs, and electronic media. Media guides are the most prominent type and are annual publications that provide detailed team and organization information for media and other publics. They serve purposes like recruiting, revenue generation, and informing media about distribution timelines. Designing effective media guides requires considering elements like content, layout, fonts, photos, and distribution. Other organizational materials also communicate with publics but require evaluating their purpose and function. Larger sport organizations may have a corporate communications department that coordinates public relations and marketing efforts.
Chapter 3 Presentation - SPB 309
Chapter 3 Presentation - SPB 309B. Nichols This chapter discusses public relations campaigns and how they differ from ongoing public relations programs. It outlines the key steps in planning a PR campaign: research, planning, execution, and evaluation. Research methods may include interviews, focus groups, and surveys. Planning involves setting goals and objectives, identifying target audiences, and determining strategies and tactics. Execution is implementing the plan. Evaluation assesses whether the campaign achieved its goals by measuring outcomes like exposure, retention, attitude changes, and behaviors. The chapter provides examples and considerations for each step of the campaign process.
Chapter 1 Presentation - SPB 309
Chapter 1 Presentation - SPB 309B. Nichols This document defines sport public relations and distinguishes it from related fields like marketing and promotion. Sport public relations is a strategic communication function that identifies key stakeholders, evaluates relationships with them, and fosters positive relationships between the organization and stakeholders. It is distinct from marketing in that its focus is on building relationships rather than direct exchanges. Common forms of sport public relations include media relations, which generates publicity, and community relations, which builds goodwill. Public relations brings value to sport organizations by generating revenue through promotion and protecting organizational reputation.
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Basics of Clustering
- 2. Clustering what is it? why do we use it? how do we do it?
- 3. What is it? • Cluster analysis is the process of grouping a set of data into clusters. • A cluster is a collection of data points where each observation is 1) similar to other observations in the same cluster, and 2) dissimilar to observations in other clusters
- 4. What is it? • Cluster analysis is a statistical tool for discovering hidden patterns in groups of observations - e.g., on what criteria are these “clusters” made? • Cluster analysis is still quite subjective in nature. Does it make sense?
- 5. In Marketing… • Clustering is used to discover distinct groups in customer bases (e.g., segments), and use this knowledge to develop targeted marketing programs • Another example: Insurance companies use clustering to determine “what type” of drivers are risky, and safe - and charge premiums accordingly!
- 6. Good Clusters have: • High: Intra-class similarity (observations in the cluster share qualities) • Low: Inter-class similarity (distinct clusters are different from one-another)
- 7. Consider- two important characteristics Student grades work hours a 3.5 0 b 3.7 5 c 2.9 10 d 2.0 12 e 3.0 15 f 2.8 14 work hours grades a d c b ef cluster 1 cluster 2
- 8. How do we use this information? We have 2 distinct segments. Other data we have: age, gender, hometown, grade level, major, hair color. What is the segment profile of each? work hours grades a d c b ef cluster 1 cluster 2
- 9. Are these both viable targets? That depends on ….? Are all of these characteristics useful? How do we use this information? We have 2 distinct segments. Descriptive Statistics age gender hometown major haircolor segment 1 - works a lot Mean = 20 57% male 90% NKY 65% Business 50% blonde segment 2 - good students Mean = 20 75% male 66% OH, IN 50% Arts 75% brown
- 10. How to do it! • You need access to SPSS. You can either 1) log in to NKU’s virtual network (VPN) using the virtual desktop, or you can use a University computer. (I suggest VPN) • Use this link to learn how to use the virtual desktop. You first have to install the VPN software if you want to do it off-campus: click here.
- 11. Steps to follow… • Open your data set and save it to a portable drive or your NKU “j” drive • We will be using “Two-Step” cluster analysis. • From SPSS file: Analyze —->Classify —> two-step cluster The Youtube tutorial is linked here if you need to review it. Then follow the instructions on the YouTube tutorial.
- 12. Warnings Don’t use binary variables in the clustering process (e.g., gender, team (yes/no)). These are “swamping variables” and will hijack your clusters. Clusters of 3-4 are ideal, even if you have to force it and the criteria are not very good. You only have what you have… Your data set might not ever give you “perfect” results based on the criteria discussed in the video tutorial. Thats ok. Do the best you can.
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