| Survey research was conducted to determine the status of sport marketing in college and university sport organizations in the Republic of Korea. The research addressed the roles and needs for sport marketing in ROK college and university sport organizations. A sample of 500 sport management personnel and 250 sport consumers was selected. A 50-item survey was administered during March 1994, with a 68% return rate (N = 509). The researcher found that college and university sport marketing was primarily used to enhance ticket sales. Sport marketing was needed, as sport organizations had facilities for events which were not filled, and were responsible in part for raising operating funds. Sport marketing could be improved with a manager and a marketing plan which focussed on marketing's purposes, processes, audience, media, and goals. Individual, institutional, and community/environmental factors were associated with differences in the perceived needs for sport marketing, indicating that local circumstances must be accounted for when implementing a marketing program. |
