Ch. 3: Marketing Principles Applied to Sports Management – Flashcards
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Sports marketing
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creating, promoting, and delivering goods and services to consumers and businesses
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marketers main job
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creating demand
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Sports marketing includes
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products, services, entities
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historical developments with sports marketing
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evolution of sports broadcasting, growth of sponsorship, development of promotional strategies, birth of research in sports marketing
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Roone Arledge
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first person to recognize that sport televised in prime time had to be more than a sport, it had to be entertainment. His job was to "take the fan to the game", innovations included "instant replay"
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Sponsorship
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the acquisition of rights or affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliaton
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First collegiate sporting event
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rowing, Harvard vs. Yale 1852
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Albert G. Spalding
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first marketer to capitalize on the term "official" as it relates to sports products. His baseball became the official baseball of the national league
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Mark McCormack
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built the sport marketing agency IMG from a handshake with Arnold Palmer (golf)
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What did Nike do special?
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packaging the brand, product, advertising and athlete into one personality
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Bill Veeck
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the emphasis on product extensions and the development of team sport promotional strategies can be attributed to him, sports marketing pioneer in pro baseball for 40 years 1. entertainment 2. experience has to be pleasurable 3. create environment that people will talk about
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Matt Levine
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credited with formalizing customer research in the sport industry
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Marketing mix
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the controllable variables the company puts together to satifsy a target group
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The 4 "P"s
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Product Price Place Promotion
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Product
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when considering a spectator sport, the "core" ________ is the actual event
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Price
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variety of products within the industry must be priced. Ex: tickets, memberships, tv packages, website privileges
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Place
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where the product is produced (stadium or arena), where product is consumed
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Promotion
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variety of functions: advertising, personal selling, sales promotion
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Segmentation
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identifying subgroups of the overall marketplace based on a variety of factors including age, income level, ethnicity, geography, and lifestyle
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Target market
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segment of the overall market that has certain desirable traits or characteristics and is covered by the marketer
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two increasingly popular bases of segmentation
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ethnic and generational marketing
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fan identification
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the personal commitment and emotional involvement customers have with a sport organization
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Relationship marketing
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has the aim of building mutually satisfying long term relations with key parties, in order to retain business
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Customer Relationship Marketing
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the implementation of relationship marketing
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oral communication
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ability to speak in public
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written communication
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prepare presentations, reports, analyses in a concise and insightful manner
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personnel management
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the skills to develop, motivate and manage a diverse group of people
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sales
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the ability to recognize an opportunity in the marketplace and convince potential consumers of the value and benefits of that opportunity
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Education
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minimum of a bachelors degree, internship in a sport setting
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Database marketing
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involves creating a database consisting of names, addresses, and other demographic info related to consumers, then managing that database
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cluttered marketplace
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the rise in sheer number of events and athletes, increased focus by sport managers on increasing revenue by identifying as much sellable inventory as possible
