The business heritage of marketing provides a useful set of concepts for guiding all organizations (Kotler and Levy, 1969). Today sport administrators are facing a new challenge concerning whether tools and concepts of marketing apply to their organizations, in both profit and nonprofit fields. What are the distinctive characteristics of sport marketing? How are sport service organizations using marketing strategy? In view of this controversy, it was the purpose of this article to describe the possible association between sport marketing and sport administration. The main findings are as follows: 1) In sport administration, a market is the set of all actual and potential sport participants (users of a sport service) and the people who influence them. The sport market defined as the set of sport consumers covers some of the sport participant markets. 2) Sport marketing deals with the organization's task from creating demand for the sport service to satisfying needs and desires of the target market. It relies on every technique to deliver the desired opportunities of sport effectively and efficiently. 3) The marketing strategy is the nucleus of the organizational strategies in sport administration and works in closer cooperation among the separate strategies. 4) The strategic sport marketing process is made up of three steps: (1) target market selection; (2) sport service adjustment; and (3) supportive marketing mix.

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The purpose of this paper was to find out the configuration of athletic club for laying the fundation of its management The configuration of athletic club was perceived by members and descrived by the 2 situations (during and outside the practice ) X 2 sides (formal and informal) conceptual framework was classified as follows; Type I: severity during the practice and relaxation outside the practice (17.6%) Type II: severity and relaxation during the practice, relaxation outside the practice (39.9%) Type III: relaxation during and outside the practice (3.4%) Type IV: severity during the practice, severity and relaxation outside the practice (16.3%) Type V: severity and relaxation during, outside the practice (15.5%) (but severity during and outside the practice type was not able to be collected) The relation between the above 5 types and effectiveness (e.g. the result in competitions, member's satis- faction, willingness to participate, and willingness to continue playing basketball after graduation) was analized. The questionnaire from 11 high school female basketball clubs (233 members) were collected. The main results were summarized as follows; 1. High performance clubs had greater rate of the subjects (members) of Type IV, V than low performance ones. It was suggested that the mood of outside the practice was able to distinguish between high perfor- mance clubs and low ones (p<0.01). 2 The subjects of Type IV + V tended to be more motivated strongly for continuing to play basketball after graduation than the subjects who belong to Type I (p<0.05).

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The purpose of this study was to investigate learner's behavior in physical education class from the point of view of market segmentation. In order to make up useful segments, attitude toward sport was measured by using 44 items. Significanse of such segments were examined by learner's condition and satisfaction to physical education class. Multivariate statistical procedures were applied, and following results were obtained. 1. Six factors of attitude toward sport were found such as self-reliance, expectation, desire to see, desire to play, desire to attain, and manner. 2. Those factors were integrated to two indices which were agreed with M. Csikszentmihaiyi's flow model. Four segments of learner's in physical education class were fund by those indices. 3. Those segments were situated between learner's condition and satisfaction to physical education class. It was found that those segments were to function as a parameter between these factors.

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The purpose of this study was to examine the influence of the instrumentality perceptions (concerning the degree to which the leadership behavior is seen as leading to accomplish his own instructional objectives), extrinsic factors ((characteristic of group, characteristics of followers,,task uncertainty and favorableness for leader) and instrumentality perceptions (concerning the degree to which the leader is seen as leading to realize follower's objectives) on the leadership behavior (initiating structure and consideration), and the influence of the difference between two leadership measurements (leader's own and followers') on the effectiveness of sport clubs in community. The subjects were 63 leaders and 312 members of sport clubs in community. The main results were as follows: 1. The correlation between the instrumentality perceptions of initiating structure and the actual leadership (initiating structure) were considerrably high (p.05). 2. Significantly positive correlation between the instrumentality perceptions of leader by club members and the attitude toward the leadership of leader were found (p.05). 3. As to the effectiveness of clubs, conincident clubs (leader's own evaluation and followers' on leadership) was higher than uncoincidentclubs (p.05). These findings indicated that the leader's leadership behavior (initiating structure) could be predicated from the Expectancy Theory model and the difference between leader's own evaluation and that of club members' on leadership influenced on the effectiveness of sport clubs in community.

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Recently it is becoming an important issue in the sports administration how to create the sphere of administrative responsibility on sports services. As the background of this issue, there seems a great influence that the local government's financial affairs was getting more serious and the competent authorities guide to reconcider the public sports services. The purposes of this paper was to clarify the imposition consciousness of the expense for sports services and to collect materials to inquire into the sphere of administrative responsibilities on sports services. The authors selected the related expenses to Club Service, Program Service, Area Service and intend to distinguish the nature between each expenses by questionnaire. The questionnaire survey was conducted to 3186 inhabitants in 3 municipalities during 1983 to 1984. The major results were summarized as follows; 1. The imposition consciousness of the participants for sports expenses were varied with kinds of service available. That is, they considered more intense imposition (user and participants have to bear the expense) a 'cultural' course of lessons other than 'sports' maintenance and management expenses cost to open a sports facility to the public, sports course or lessons, pay for leader in sports club or rental fee of sports facilities using by sports club. In contrast with the former, they were conscious that the expenses going into a sports festival, an open library to public, cleaning parks, sports counselling were born by local government. 2, People who had an intense sports needs, a definite expectation of functions in sports and joining in sports club had conscious more intense imposition, willing to pay for sports expense. Tokyo Women's College of Physical Education

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