Analysis of marketing techniques used by United States Taekwondo Union clubs as perceived by members and marketing directors.

摘要

The overall purposes of the study were to identify the effectiveness levels of marketing techniques used by United States Taekwondo Union clubs to promote attendance, the differences between perceptions of members and marketing directors, and the differences between perceptions of high and low attendance groups on marketing technique effectiveness in importance and performance. Eight hundred and seventeen (54.1%) from 1,500 members, and 314 (41.3%) from 760 directors returned usable questionnaires.;Members rated the following marketing techniques under the headings of importance as most affecting attendance: “entertainment,” “pricing strategies,” and “optional long term membership.” Also, members rated the following marketing techniques under the heading of performance as most affecting attendance: “entertainment,” “optional long term membership,” and “win-lose record.” Based on a Wilcoxon signed ranks test, 11 out of 21 marketing techniques showed significant differences between importance and performance.;Marketing directors rated the following marketing techniques under importance as most affecting attendance: “promotional strategies,” “personnel involvement in membership sales,” and “marketing research.” Also, marketing directors rated the following marketing techniques under performance as most affecting attendance: “personnel involvement in membership sales,” “promotional strategies,” and “win-lose record.” Based on a Wilcoxon signed ranks test, three out of 21 marketing techniques showed significant difference between importance and performance.;The results also indicated that two marketing techniques perceived by members to be high in importance and low in performance were plotted on the “concentrate here” quadrant of the graph. These were “telemarketing techniques” and “radio advertising.” However, only one marketing technique, “business sponsorship,” was plotted on the “concentrate here” perceived by marketing directors.