Sprot sponsorship - Essay Example

“Gatekeepers” are those who control and screen the flow of information; “influencers” affect the purchasing decision, such as consultants; “deciders” are those who actually make the buying decision; and “buyers” are those with the formal authority to select and purchase the product or service. The Interaction Process refers to the interaction and deliberation among the individuals comprising the buying center. On the other hand, the Buying Grid refers to the “newness” of the buying incidence – that is, whether this is the first time that the agreement is being negotiated, or whether it is only an extension or repetition (“rebuy”).

The “grid” refers to consideration of alternatives which may be several in the case of a first time purchase, or few or even none in the case of a straight rebuy. Stage Three involves The Purchase Decision. It involves rational (price, quality and service) and emotional (job security and organizational status) factors that shape the final decision. These factors which shape the buying motivation, are further influenced by circumstances described as environmental (level of demand, economic outlook), organizational (objectives, organizational structure), interpersonal (status, persuasiveness) and individual (age, income).

(Arthur, et al., 1997) This stage leads to the last stage, sponsorship selection. Earlier studies found some of these factors to be the general impression of event organizers by corporate decision-makers (Weppler & McCarville, 1995), and previous successful dealings with certain event organizers that encourage the corporate decision-maker to rebuy (Arthur, 1995). The Exchange Theory is anchored on the process of exchange which in turn is inherent to the nature of sponsorship. The theory states that at least two parties exchange resources.

(The resources may be physical, financial, or intangible (i.e.