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Essay / Research Paper Abstract
This 17 page paper looks at the difficulties faced by many portable stadiums in the UK, and uses the principles of marketing and the marketing mix in order to identify ways in which ticket sales may be increased. Marketing theory is considered in line with practices that some football clubs have adopted. The bibliography cites 12 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEtktsales.rtf
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Unformatted sample text from the term paper:
seats. This can have a significant impact on football clubs as costs rise and they need to maximise revues. The impact has been seen as several teams have entered bankruptcy,
including Portsmouth City in March 2010. The clubs are facing challenges including the way in which to increase ticket sales. The approaches to this have varied and by looking at
the way that marketing plays a role we can consider how football clubs may try to increase sales. In order to understand this, the first consideration is to look at
the target market and the way that they may make a purchase, after this we can look at the way that marketing concepts can help to develop strategies. 2. The Target
Market It may be argued that the purchase of a football ticket is unlike purchase of goods or services in other markets. The target market is far narrower and
more specific. In most markets there will be a wide range of competing products or substitutes which are acceptable, due to the nature of football support. The target markets are
the teams fans. Football fans can purchase a ticket in order to watch and support a football club; they will purchase tickets
for the games of their top placing, which may be tickets from the home stadium, or where the football club is playing an away match it may purchase tickets from
the away stadium. Football supporters give up will pop a high level of support and loyalty, which limits the potential purchase choice. Therefore, as a result of disloyalty it is
unlikely, and usually unacceptable, for the for the football supporter to purchase tickets for alternative teams. Loyalty is a psychological commitment that many commercial organizations spend a great deal of
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