Sports Marketing Management Exam 1 Sports Entertainment Consumption – Flashcards

Utilitarian (functional benefits) motive --> Are based on a desire to receive functional benefits from product use. --> In a sports consumption situation, an example of a utilitarian motive might be the comfort felt when wearing a pair of Asics running shoes. Hedonic (sensory benefits) motive --> Are linked to one's desire to have a sensory experience that elicits pleasure, fun, or excitement. --> Using the same example of Asics running shoes, a runner may purchase that brand because she believes the product will enable her to perform at a high level and in turn, derive pleasure from the thrill of an exhilarating run. Sports entertainment typically is consumed to satisfy hedonic motives. --> People may decide to attend sporting events for the entertainment value, socialization opportunities, or the excitement of athletic competition.

Social motive (family; group affiliation) --> Relate to one's desire to interact with other people through sports including family and friends or belonging to a group with a shared interest. Psychological motive (self-esteem; escape) --> Are internal drives that are satisfied by sports consumption such as self-esteem enhancement when one identifies with a sports team or athlete as well as escape from the rigors of daily life. Personal motive (aesthetic; entertainment; sensory simulation; economic) --> Represent various needs that sports consumption can fulfill. For some people, the aesthetics of a sport (rules, competition) are an attraction. --> For other people, the entertainment and sensory stimulation provided in the environment of a live sporting event influence consumption. --> Another personal motive is economic considerations. In the cases of people who bet on sports or play fantasy sports for prizes, sports consumption has potential for economic gain.

Emotion-based (high involvement) --> People in these segments have a deeper, emotionally based connection with a sport, team, or athlete. Self-concept based (high involvement) --> It is usually independent of success on the field. --> Fans base their identity more closely to the brand with which they identify Situation-based (low involvement) --> Fans in these groups identify with a sport or team because of circumstances (situation-based) Georgraphic based (low involvement) --> Like the short-term interest often generated by the Olympics or because of location (geography-based), supporting the local team

Situation-based identification --> Challenge - sustain beyond situation --> Situation-based identification creates a window of opportunity to attract new fans, but that window must be acted upon quickly Geography-based identification --> Civic pride --> Community involvement/engagement --> Marketing efforts should focus on building on feelings of civic pride that fans feel by demonstrating a sports property's active involvement and engagement in the local community.

Emotion-based identification --> Identify with team, win or lose --> Part of self-concept --> Not affected by performance on the field and place a greater emphasis on their relationship with the brand. Self-Concept-based identification --> How one perceives himself or herself --> Perceptions about how others view the individual --> have the greatest involvement with a sports brand. and place great importance on their relationship with the brand, and it is a significant part of their self-concept.

Star power Family Socialization Community Participation

Players and coaches --> Star players are heroes --> Highly recognizable figures --> Effective in connecting with fans Team owners Facilities The most obvious form of star power is players or athletes. However, other sources of star power can be tapped including coaches, former players and coaches, team, organization executives, mascot, and facilities. An organization should recognize the star power it possesses as marketing assets and incorporate star power into marketing campaigns.

May be strongest influence Fathers have greatest impact Important in fan identification --> Often starts at an early age Family members in general and fathers in particular are very influential in forming relationships with sports brands. Research has found that family members trail only players and coaches as people who are influences on the decision to follow a particular team. The adoption of a sport or team at an early age is a reason many sports properties place emphasis on marketing to youth through sports and education programs

Can be inspired by other fans Social currency Desire to be part of a group Common bond The social currency contained in sports prompts people to take an interest with a sport or team to be able to interact with others who share the same interest. Sports provide a channel for people to bond with others who have a shared interest. Belonging to a group as a fan of a team can be part of one's self-identity.

Geographic basis --> Most sports brands have a local orientation, meaning they are based in a specific geographic area Civic pride --> Community serves as a connection point with sports by giving people a means of expressing their civic pride --> This characteristic of sports brands leads people to adopt a local team as "their" team because it represents the community in which they live Can attract low-involvement individuals --> Fan segments based on involvement, geographic-based fans represent a low involvement fan segment whose interest can be developed to escalate relationships with a sports brand.

Playing sports --> A fan connection point that arises from one's experience with playing a particular sport Greater knowledge of the sport --> When people play a sport, they become more knowledgeable about the game as a participant, and they may be more likely to follow the sport at higher levels (collegiate and professional) because of their personal involvement. Youth sports --> Youth sports programs are valuable for connecting people via participation. Not only are youth potentially drawn to a sport through participation, but parents and other family members may become fans, too.

Attendance at live event --> Direct consumption is critical to sports properties that put on live events Direct game attendance revenues --> Revenues from tickets and other expenditures related to attendance (parking, food and beverage, and merchandise) are essential to a sports property's economic stability

Not at event venue --> Means of consuming sports indirectly include TV, radio, newspapers, magazines, Internet, and social media. Media and advertising revenues --> Despite indirect consumption not generating on-site revenues like direct consumption, it is still important because fan interest and involvement can be sustained through indirect consumption channels

Perceived options Team or sport identification Personal incentives Marketing incentives Each influence has multiple variables or considerations that factor into one's sports consumption decisions.

Refer to the competing choices one has when deciding whether to engage in direct consumption of sports. --> The choices can be other sports, other forms of entertainment, or non-entertainment activities. --> Among the considerations one makes when evaluating options for direct sports consumption are Future availability --> One-time event? Frequently occurring event? Financial requirements --> Costs for tickets and related expenditures Convenience and comfort Some perceived options variables are beyond control of sports marketers (e.g., weather and perhaps scheduling), but other variables can be managed to encourage attendance (day/time of event and financial requirements).

Day and time of event Parking availability Weather Driving distance/time to event Availability of consumption via indirect means (e.g., TV, radio, or online)

Means of expressing personal identity May have greatest impact on attendance May be branded extension of team Very loyal segment

Interest in sport Desire to engage in social interactions Value-added elements of event experience

Marketing communications Promotions Physical environment

Promotions typically contain incentives for the target audience to take action. Price based incentives --> Discounts on tickets or other expenditures Benefit based incentives --> Provide bundle of benefits for single price such as food and beverage vouchers or "all you can eat" seats Reward based incentives --> Offer item of value such as a cap or t-shirt

Aesthetics --> Refer to the visual appeal of elements such as architecture, scoreboard, and facility cleanliness --> External appearance --> Scoreboard --> Cleanliness Spatial Layout --> Ease of entry and exit --> Concourses and aisles --> Seating comfort --> Restrooms --> Traffic flow --> Concessions