Relational Marketing

Bee & Kahle (2006), in describing relationship marketing in sport marketing discussed three functional considerations. Describe the three components Bee & Kahle discussed, and explain how a relational approach to sport marketing has changed a sport organization’s relationship with fans drawing on a real- world example. Using the Raptors “we the north” marketing campaign relate it to the three functional considerations of Bee & Kale 2006. While also drawing evidence and relating back to the powerpoint lectures. Your essays should apply all relevant course content (power points) and should demonstrate your appreciation of the core concepts from both a theoretical and practical perspective.

Three Functional considerations:

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1. Compliance – Social effects, rewards, consequences of relationship are sought/ reinforced.

2. Identification – Esteeme effects: “we” vs “they” , BIRGing, CORFing

3. Internalization – share values stimulation, recognition, Activision.

Format: APA 7th

Font: Times New Roman – 12 point font

Each question is worth 10 marks, and will be evaluated based on the following criteria:

The completeness and accuracy of your answer in addressing the question posed or topic statement

presented (4 marks)

The depth of thought, reasoning, critical appreciation, and application of course materials present

(3 marks)

Your ability to demonstrate an appreciation and understanding of pertinent concepts and their

application to sport management theory and practice (2 marks)

Clarity of writing and presentation of arguments, and adherence to submission requirements

(1 mark)


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