question

A written document outlining an organization's strategy and the course of action necessary to implement that strategy is called a

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marketing plan

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2. Economy, environment, legal issues and competition are just some of the potential influences of the _________________ environment.

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external

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3. Goals, objectives, and resources of an organization are just some of the potential influences of the _________________ environment

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internal

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4. _________________ competitors consist of organizations that produce products or services that are not similar but may offer comparable benefits to the consumer.

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indirect

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5. Increased attendance, sales, market sales and enhance customer service are examples of sport marketing _________________.

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Goals

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Effective sport marketing does not happen by accident.

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true

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Marketing decisions DO NOT need to be consistent with the mission of the organization.

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false

question

Positioning refers to the process in which marketers try to create an image for their organization, goods, or services in the mind of their target markets.

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true

question

The target market portion of the marketing plan must also include information on market size, market trends, customer profiles, AND purchase patterns.

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true

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The value of sport is often quite subjective thus NOT complicating pricing decisions.

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false

question

differentiates the organization from other organizations by declaring what business the organization performs to and whom the organization serves.

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mission statement

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is the shared values, beliefs, and assumptions of organizational members that guide and establish preferred behaviors with an organization

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organization culture

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organizations identify factors to capitalize on (strengths & opportunities) and factors needing to be controlled or eliminated (weaknesses & threats).

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swot anaylsis

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marketing goals vs marketing objectives

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provide direction for the marketing program; they assist in defining the purpose of your plan, guide the planning process, and define what is to be accomplished. vs represent specific performance targets necessary to achieve each designated goal.

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are the segments for which marketers feel they will have the most success pursuing.

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target markets

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the process in which marketers try to create an image for their organization, goods, or services in the minds of their target markets

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positioning

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Three factors of implementation-

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Three factors: 1. each task necessary to implement the tactic; 2. people responsible for executing each task; 3. the time frame for each task

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The Ansoff Product-Market Growth Matrix 1.Market Penetration 2.Market Development 3.Product Development 4.Diversification

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1.offer an existing product to an existing market. 2.offer an existing product to a new market. 3.offer a new product to an existing market. 4.Offer a new product to a new market.

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Porter's (1980) Generic Strategies Three basic strategies related to gaining a competitive advantage

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Differentiation Strategy - offer a product with unique attributes or benefits competitors do not offer. Focus Strategy - offer a product to a narrow market. Cost Leadership Strategy - offer a product with a price lower than that of your competitors.

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the activity focusing on satisfying needs and wants through exchange processes

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Marketing

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coined by Advertising Age in 1978 to define the activities of product and service marketers using sport as a promotional vehicle or sponsorship platform

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sport marketing

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psychologically what makes consumers think & act the way they do

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internal factors

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- the driving force behind our actions; the needs & desires of potential fans, participants, and other sport consumers.

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motivation

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categories of internal factors/motivations

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1. group affiliation, 2. family time, 3. aesthetic appreciation, 4. self-esteem, 5. economic, 6. eustress, 7. escape, 8. entertainment

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BIRGing vs CORFing

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basking in reflected glory vs cutting of reflected failure

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positive stress associated with high levels of stimulation & excitement that is prevalent in sport due to uncertain outcomes.

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eustress

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the people closest to us, the groups that we belong to or admire, and the larger culture that influences our consumption behavior.

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external factors

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Direct vs indirect reference groups

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family & friends from a young age directly influence what sports and events are played, watched, & attended. Groups to which a person aspires to, subcultures, & institutions (media, religious, education, ethnic) that influence attitudes and behaviors related to sport consumption.

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Decision Making Process (5 stages)

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Stage 1: Need Recognition Stage 2: Information Search Stage 3: Evaluation of Alternatives Stage 4: Purchase Stage 5: Post-purchase Evaluation

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is a systematic process approach involving the collection, organization, examination, and presentation of information on a defined area of study to enhance decisions throughout the strategic marketing process.

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marketing research

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helps sport marketers stay abreast in the constantly changing landscape of sport and consumer behaviors/preferences.

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descriptive research

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efforts aim to answer the critical question of how and why, associated with sport consumption, to help predict future trends, behaviors, and preferences.

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explanatory research

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flexible and dynamic aimed at gaining a deeper understanding about a problem, idea and/or issue that has not been clearly identified.

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exploratory research

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- emerges directly from those involved with the events or activities associated with the specific research question related to the study.

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primary data

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the information is generally collected at a previous point in time, but can still be relevant to the current research question.

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secondary data

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- is the use of customer and client-orientated database/information to enhance the marketing productivity to obtain new customers, as well as to retain satisfied customers

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database management

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Steps of Marketing Research process

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Identify and Define Area of Need or Opportunity a. Refine area through establishing research objectives. 2. Develop and Design Proper Approach/Research Design a. Identify and select information sources/resources. b. Determine method/tactic to access data. c. Design data collection forms. d. Establishing sampling method and size. e. Decide on budget and set timeframe. 3. Collect and Organize the Data 4. Perform Data Analysis 5. Prepare and Present Final Research Findings/Report

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Datebase management process (4 steps)

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Step 1: Locate Quality Information Step 2: Collect Information Step 3: Record Information Step 4: Monitor and Manage

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acheive market orientation (3stepS)

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three steps: a)be aware of and sensitive to consumer needs; b) be knowledgeable about competitor product offerings and strategic moves; c) be responsive to those needs and market conditions in providing a timely manner.

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- the process of dividing a large, heterogeneous market into smaller groups of more homogenous groups with similar wants, needs, and/or demands.

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market segmentation

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the emphasis on the consumer's mindset, takes place when organizations make decisions based on the lifestyles of the individuals being targeted

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Psychographics

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two challenges of market segmentation

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1. creation of a competitive marketplace 2. constant evolution of customers.

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four bases for segmentation

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demographics, psychographics, behavorial, hybrid

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criteria considerations for segmentation

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identifiability, accessibility, substantiality, responsiveness, retention potential

question

determine potential target markets in the area.

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identifiability

question

can the consumer market be reached through traditional communication mediums (advertisments, cold calls)

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accessibility

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is a potential target segment large enough to justify the investment in a segmentation process.

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substantiality

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determine whether or not a potential target market will be interested in the product(s).

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responsiveness

question

will the segment market be repeat purchasers.

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retention potential

question

the various elements involved in marketing the sport product: product, price, promotion, place, and public relations (5 P's).

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marketing mix

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refers to the location from which the product can be purchased

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place/distribution

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is the method used by the sport marketer to create awareness of the sport product in the minds of the consumers.

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promotion

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the sport organization's relationship with all of its publics, and those publics' relationship with the organization.

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public relations

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refers to the sport contest or game itself, can be tangible or intangible

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product

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along with the core product, sport organizations will offer product extensions, which help make the intangible product more tangible for those consuming it.. paper tickets, programs, souveniers

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product extensions

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Price Characteristics

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highly visible, easiest to change, associated with quality and value

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place characteristics

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several different places where sport can be purchased, difficult to change

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is a paid form of non-personal communication in which the sport organization controls the message.

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advertising

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involves any face-to-face communication between the seller and a potential consumer.

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personal selling

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- is the media exposure for the sport organization that the organization does not actually pay for.

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publicity

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are paid forms of communication, as the name suggests, this communication typically centers on information regarding the purchase of a product or service (coupons)

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sales promotions

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Sport organizations attempt to maintain as positive relationship with their publics as possible, and public relations, or PR, efforts seek to enhance this relationship.

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public relations (media/community)

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often refers to the sport contest or the game itself.

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sport products

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all components surrounding the product of sport and the design through which fans experience the product.

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sportscape

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tangible products with physical features that offer benefits to customers.

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goods

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intangible products, less standardized, perishable from a time perspective, heterogeneous, and often inseparable from the provider.

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services

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elements of sport products

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Sport accessories- memorabilia, fantasy leagues/camps, licensed products. Sport league/event- game form, players/coaches, venue, apparel/equipment. Sport participation- venue, equipment, competition, social interaction. Sport sponsorship- signage, engagement with fans, promotional tie-ins, broadcast exposure.

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similar in terms of use, distribution, type of need satisfied, and/or type of customers reached.

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product line

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total assortment of product lines.

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product mix

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The number of product lines in the mix is described as the

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width/breadth

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the number of variations in the product line is referred to as the

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depth

question

a verbal or visual way of identifying the sport product distinguished from other sport products, such as a name, design, symbol, or some combination of the three. Branding is a vital element of the sport product, as it sets it apart from similar products.

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brand

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a relatively stable set of consumer perceptions of a brand in relation to competitive alternatives

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brand positioning

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product life cycle

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intro stage, growth stage, maturity, decline

question

factors influencing the sport pricing

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Company- factors that include the mission, objectives, and business philosophies of the organization. Costs- factor that analyzes revenues in light of various types of cost for both the business and the consumer. Customers- determine what the market will bear and what is the value of the ticket price. Competition- same sport, same level that may influence pricing of nearest competitors. Conditions- any aspect of the external marketing environment that could have an effect on costs or pricing perceptions.

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based on a competitors price, a stated regular price, or a price someone expects based on previous experience or value judgment.

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reference price

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used to communicate a distinct image, i.e., Red Sox or courtside at the Lakers game

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prestige pricing

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prices just below a whole number ($49.95 instead of $50.00).

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odd-even prices

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customers expect a certain traditional price, such as $5 "cheap seats."

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customary pricing

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involves multiple price points, based on prime/non-prime schedules.

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variable ticket pricing

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are broad based or general statements designed to provide programmatic direction and typically focus on ends rather than means

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goals

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are then developed from the organization's respective goals and outline details or strategies for meeting each goal.

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objectives

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identify the end result or outcome for the users of the organization's products and services as a result of their participation.

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outcome objectives

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serve to specify a tactic, action, or means to achieve outcome objectives

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process objetives

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C.L.A.S.S

answer

-consistency-coordinating the managerial functions of planning, organizing, implementing, and controlling -location- critical -aesthetics -safety -service

question

appears futuristic and helps minimize potential problems.

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planning

question

helps guarantee everyone involved with operations management works or learns together toward common goals and objectives.

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organizing

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must use the proper employees and culture of personnel to implement policies and strategies that benefit the achievement of the organizations operational goals and objectives.

answer

implementing

question

serves to make sure everyone learns and performs at the appropriate place and that the organization is functioning in a manner that will maximize efforts to meet organizational goals and objectives.

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controlling

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location attractivenes

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accessibility, transportation issues, design, amenities, staffing

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Fans are able to experience the five sense while at the stadium: sound, sight, touch, taste, and smell.

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aesthetics

question

or entertainment experience allows fans to experience each of the five senses while at the stadium.

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sportscape

question

collectively these elements and special structures, edifices, and displays also possess the ability evoke _____, offering structures which mythologize the past through promotion.

answer

nostalgia

question

allows participants, employees, and fans to experience events and activities inside and outside of the venue under safe conditions.

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risk management

question

safety components

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security, staff size, law enforcement, alcohol and crowd management, technology, fan education

question

great customer services focuses on interaction through out the venue. According to Fried (2009), the operations manager serves three audiences: a) customers, b)internal constituents, and c)external constituents.

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guest services

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provide much of the revenue needed to operate the facility. They can be a very demanding group who knows what they want, when they want it, and how they want it served.

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customers

question

anyone working at the facility.

answer

internal constituents

question

any entity that a facility operator must reach out to those who can exert influence on the sport venue.

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external constituents

question

the combination of tools available for sport marketers to communicate with the public

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promotional mix

question

the strategic utilization and integration of communication channels designed to achieve sport marketing objectives and reinforce brand image.

answer

sport promotional mix

question

have provided marketers with a direct and interactive communication channel for reaching customers and enhancing the promotional mix.

answer

social media

question

focus on the dissemination of information about an organization to its publics, functioning like a monologue

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one way model

question

focus attention on the interaction and dialogue between organizations and their publics.

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two way model

question

used to classify groups of individuals to which the organization may wish or need to communicate.

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stakeholder/public -Some scholars don't use the terms interchangeably in sport public relations, suggesting that stakeholders are used to describe large groups of people who hold similar standing to the organization, while publics are specific groups of people within stakeholder groups

question

Multiple ____ groups make up a larger stakeholder group

answer

public

question

Publics compartmentalized as

answer

Customers- individuals who receive the products or services and organization distributes (ticket holders, donors, etc.). Producers- provide inputs needed for the organization to function (employees or volunteers, suppliers of raw materials). Enablers- serve as regulators or agencies which establish norms and standards for the organization, as well as groups which can hold influence over potential consumers. Limiters- those which can somehow adversely affect the operations of the organization.

question

Designed to enhance the sport organization's ability to develop those long-term two-way relationships with key publics.

answer

community relations

question

behavior by sport organization that is considered to be involved in "cause-related marketing", such as forms of event programming, environmental sustainability, and corporate citizenry. -investor/employee realtions

answer

CSR- Corporate Social Responsibility

question

a merging of traditional media forms (audio, video, and written word) with INTERACTIVE digital technology, frequently through the moderating factor of the Internet.

answer

new media

question

is one of a market orientation where the organization strives to focus on customer wants and needs in an effort to satisfy them.

answer

marketing management philosophy

question

fundamental to the process, management is making certain the strategy is in line with the staffing and financial resources available.

answer

process management

question

implementation of a marketing plan

answer

communication, detailed budgets, job assignments and timelines, customer relationship management

question

is a business strategy designed to maximize profitability and customer satisfaction through the coordination of initiatives to build, nurture, and sustain fan identity and/or customer loyalty.

answer

CRM- customer relationship management

question

Kotter's Eight step change model

answer

Step One: Create urgency Step Two: Form a powerful Coalition Step Three: Create a vision for change Step Four: Communicate the vision Step Five: Remove obstacles Step Six: Create short-term wins Step Seven: Build on the change Step Eight: Anchor the changes in corporate culture

question

80% of a company's revenue is generated from 20% of its customers, it is important to be able to identify these customers. T/F

answer

TRUE

question

this practice the sport marketer strives to cater individualized products, promotions, and avenues of communication unique to each buyer.

answer

one-to-one marketing

question

that consumers will reward "good" organizations through sustained relations

answer

relational assets

question

building a positive and consistent reputation among customers.

answer

reputational assets

question

grounded in cause related marketing (CRM) paradigm, partnership between the sport firm and a cause.

answer

partnership assets

question

an investment, in cash or in kind, in an activity, in return for access to the exploitable commercial potential associated with that activity

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sponsorship

question

the basis of sponsorship that is the idea that a successful exchange between two or more parties is dependent on both parties feeling what they receive for their services or goods is equal to their offerings

answer

exchange thoery

question

suggests people try to maintain a sense of balance in their lives and their actions and judgments are often influenced by the need to preserve such balance; used to better understand the consumer-team-sponsor relationship

answer

balance theory

question

a list of items that a sport entity has available to include as elements of a sponsorship. The inventory also includes the number of each item available and the market value of the item, i.e., season tickets, luxury suite, signage, on-field promotions, etc.

answer

sponsorship inventory

question

steps in sponsor aquisition

answer

-understand sponsor motives and objectives (develope inventory, asses market value of inventory) -prospect for sponsors ( segment market, research goals, face to face meeting) -develope sponsorship(align inventory, activation) -evaluate (effectiveness, open communication, assess return)

question

is the process of communicating and marketing a sponsorship to consumers (connection with consumers)

answer

leveraging

question

focuses on creating a connection with consumers, while leveraging is focused on creating brand awareness for the sponsor.

answer

activation

question

this type of sponsorship pricing is determined by calculating the total actual expenses in providing a sponsorship package plus the organization's desired profit

answer

cost-plus method

question

this type of sponsorship pricing involves sport organizations examining other similar sponsorships either in the respective geographic market or in other similar markets in order to ascertain appropriate pricing.

answer

competitive

question

this type of sporsorship pricing utilizes market research and published data to assess sponsorship value.

answer

relative value

question

suggests consumers store information in association sets containing information that is similar or connected in a particular way, i.e., when consumers think of a beach vacation, they may think of products such as sunscreen, beach towels, etc.

answer

associative learning theory

question

illustrates the importance of "fit" between the endorser and product. The more natural the fit, the more likely the effectiveness of the endorsement.

answer

ALT the matchup hypothesis

question

the degree of confidence in the endorser's aim to communicate the statements he/she considers most valid

answer

trustworthiness

question

the extent to which an endorser is perceived to be a source of valid statements, i.e., Jordan clearly has basketball _____ and also understands the role of quality shoes.

answer

expertise

question

physical looks of an endorser is an essential signal in an individual consumer's original judgment of a person .

answer

attractiveness

question

are products or services that communicate and interact with consumers through identifiable and unique experiences.

answer

brands

question

is the strategic craft of developing an identity in the marketplace, creating valuable emotional connections through experiences, and determining characteristics that attract loyal customers.

answer

brand management

question

describes consumer ability to recognize a given brand in a variety of settings and the identification of brand with a particular category

answer

brand awareness

question

factors as unique connections linking the individual to characteristics of the sport consumption.

answer

brand associations

question

appeal to the emotional essence of the brand and the individual characteristics linked to the preference of consumption.

answer

brand attributes

question

represents the actual or relative value of the company related to its ability to generate profit, and refers to the elevated price a consumer will pay for a well-established brand compared to its generic equivalent.

answer

brand equity

question

represents a variety of products across a range of targeted customers to maximize potential growth.

answer

brand architecture

question

by individual athletes influences sport consumption when the consumer identifies with an athlete and the respective sport product.

answer

brand endorsments

question

perceptions about a brand formed by consumers' memory.

answer

brand image

question

Three Factors that have primarily helped grow licensing in the sport industry

answer

1. Increased Fan Interest 2. More Pointed and Sophisticated Marketing 3. Better Quality Products

question

is federal law used to protect officially licensed products from infringement.

answer

lanham act

question

...of major sporting events and the large sums of money involved have necessitated a better understand of the law.

answer

marketing

question

a limited monopoly that gives the ____holder the exclusive right to make, use, and sell the ___ innovation (invention) for a limited period of time.

answer

patent

question

a word, symbol, or phrase, used to identify a particular manufacturer or seller's products and distinguish them from the products of another.

answer

trademark

question

work of authorship that is deemed original and fixed in a tangible medium of expression is said to be _______.

answer

copyright

question

which is a marketing campaign that takes place around an event but does not involve payment of a sponsorship fee for such exposure. Ex. Other beverage companies find ways (often illegal) to connect themselves with the Olympics.

answer

ambush marketing

question

a legally binding agreement between two or more parties that is enforceable by law.

answer

contract

question

elements of an enforceable express contract

answer

offer, acceptance, meeting of the minds, consideration

question

a demonstration of a desire to enter into an agreement and represents the first element of the formation process (usually in writing).

answer

offer

question

the manifestation of assent to the terms of an offer in the manner invited or required by the same (can be an action, abstaining from an action or something else).

answer

acceptance

question

a benefit to the promisor, which is the party making the promise or offer. Also, the form of a detriment to the offeree (the party accepting the offer). The most common type of consideration is the payment of money, i.e., Nike paying Lebron to wear its products.

answer

consideration

question

often referred to as agreeing to definite terms, where very specific terms of the offer, acceptance, and consideration are spelled out in fine detail.

answer

meeting of the minds

question

one that potentially could be rescinded by one of the parties involved in the contract.

answer

voidable contact

question

a party attempting to enter in an agreement has reached the age of majority (usually 18 in the US) or is mentally infirm, the contract is voidable.

answer

incapacity

question

a party has been induced by an improper threat that forces no other choice but to enter into the contract.

answer

duress

question

an assertion that is not in accord with the facts involving a person or the material of a particular contract.

answer

misrepresentation/ fraud

question

a belief that is not in accord with the fact, which renders a contract voidable when, at the time the contract is formed, a basic erroneous assumption on which such agreement was based materially affects the exchange of performances.

answer

mistake

question

a contract involves an unfair surprise or oppressive terms.

answer

unconscionability

question

the promised performance by a party has become impossible to fulfill.

answer

impossibility

question

a civil harm committed between two parties, which occur: intentional/unintentional but causes harm

answer

tort

question

related to modern law of invasion of privacy that encompasses four torts dealing with 1. intrusion upon one's solitude, 2. public disclosure of embarrassing private facts about a person, publicity which places a person in false light in the public eye, and 4. appropriation for using a person's name, likeness, voice, etc.

answer

right of publicity

question

provides that no person engaged in the business of betting or wagering may knowingly accept directly or indirectly virtually any type of payment from a participant in unlawful Internet gambling (i.e., bets that are unlawful under other state or federal laws).

answer

UIGEA- uniform internet gambling enforcement act 2006

question

intended to regular agents who may give money or other improper benefits to current NCAA athletes. Requires agents to register with the state prior to contacting an athlete and makes the agent subject to prosecution for violating any laws related to their interaction with athletes and/or the athlete's family.

answer

UAAA- uniform athlete agent act

question

serves a federal backstop to the UAAA, where its primary focus is on regulation and enforcement. Makes it unlawful for an agent to provide student-athletes with false or misleading information or promises, or the giving of anything of any value.

answer

SPARTA- sports agent responsibility and trust act

question

choosing the right career path : HIRED..

answer

homework getting in the door right place at the right time experience dedication

question

is an opportunity to make yourself known. More importantly it's a time where others get to know you.

answer

networking

question

30 seconds to sell yourself.

answer

elevator interview/pitch

question

is relevant to professional networking to meet people and maintain relationships.

answer

social network

question

working for free for hands-on experience and to learn job-related skills allows you to gain valuable real-world experience and increasing your network base.

answer

volunteering

question

they are academic accredited work experiences obtained by students before graduating from a sport management academic program. They provide practical on-the-job experience in a sport organization, rather than classroom, where problem solving opportunities are more prevalent and realistic.

answer

internships

question

Which vets gory of publics is best represented by the individuals needed to provide input for the organization to function?

answer

Producers

question

The entertainment experience also know as ___ allows fans to experience the five senses at stadium

answer

Sportscape

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