Marketing esportivo: o esporte como ferramenta para conquista e fidelização do consumidor

• Autor(a) principal: Macedo, Renata Aparecida Alves
• Data de Publicação: 2015
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/35931
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Marketing esportivo; Consumidor esportivo; Patrocínio esportivo; Sports marketing; Sports consumer; Sports sponsorship

Throughout the monograph the objective and consequently, the problem of research is understand how the sports marketing can be used to consumer achievement. To answer such question, Will be described marketing fundamentals facing the Sport, the strategies used by enterprises of many segments, the sports consumers profile and ways to target this audience, beyond the competition characteristics and sports sponsorship. The applied research results were considered relevant to answer the respective problem, such as: The interviewed reported that keep up with at least one modality sports frequently, however, there’s a high number of people that who does not practice any physical activity, soccer it is still as the favorite sport, the sports celebrities are not relevant at the time of purchase, the passion for the team and readiness at the tickets purchase are determinants factors to loyalty fan, the sponsorship is synonymous of credibility, among others. The source of the problem of the research it was given because the high sport range power, that is capable to reach countless consumers profile. In this way, enterprises of all segments choose by the sports marketing as a way of client’s achievement an loyalty, in addition to acquiring credibility unite your image to the sport. The research was performed in June 2015, with 100 people of both sexes, that keep up with and/or practice sports. The methodology used to interpret collected data, is quantitative with qualitative research techniques, in order to deepen the analysis of obtained results