Chapter One: Intro to Sport Marketing

question

Elements of successful branding effort
answer

Stickiness of an idea, reach, social identity, media interest, monetization and marketing metrics
question

Stickiness of an idea
answer

Does the idea capture fans’ imagination?
question

Reach
answer

How far does the idea extend?
question

Social Identity
answer

Do different segments of the population relate to the brand in a personal way?
question

Media interest
answer

Are the members of the media captivated in some way by the influences of a brand?
question

Monetization and Marketing Metrics
answer

Can marketers put a number on brand’s value or success?
question

Sports Marketing
answer

activities designed to meet the wants and needs of sport consumers through an exchange process
question

Sport Consumers
answer

are involved in sport through playing, officiating, watching, listening, reading, and collecting
question

Two major thrust of sport marketing
answer

1. The marketing of sport products to the consumer 2. The marketing of sports and non-sport product through sport
question

Uniqueness of sport marketing
answer

Sport product, sport marketplace, sport finance, sport promotion
question

Sport Product
answer

Any bundle or combination of qualities, processes, and capabilities (goods, services, or ideas) that a sport consumer expects will deliver want satisfaction
question

Should sports marketers understand why consumers make consumption decisions?
answer

Yes
question

Why is a sports product unique?
answer

1. Intangible, ephemeral, experiential, and subjective nature 2. Strong personal and emotional identification 3. Simultaneous production and consumption (perishable) 4. Dependence on social facilitation 5. Inconsistency and unpredictability 6. Core product beyond marketers’ control
question

The sport marketplace
answer

Many sport organization simultaneously compete and cooperate, demands tends to fluctuate widely, sport has an almost universal appeal and pervades all elements of life
question

Sport Finance
answer

Pricing the individual sport product unit by traditional job costing is difficult, The price of the sport product itself is invariably quite small in comparison with the total cost paid by the consumers, Indirect revenues are frequently greater than direct operating revenues
question

Indirect revenues are frequently greater than direct operating revenues
answer

Other revenues are media and sponsors
question

Sport Promotion
answer

Widespread media exposure is a double edge sword, media and sponsors emphasize celebrities
question

Micheal Jordan is an example of
answer

Free promotion
question

How are sports global?
answer

Growth of North American professional sport leagues is a global phenomenon
question

True or False: International leagues are vying for U.S dollars
answer

True
question

What is the key tool in marketing sports brand on the international stage?
answer

Building sport participation
question

What are some of the marketing myopia
answer

Focus on producing and selling foods and services Belief that winning absolves all sins Confusion between marketing and promotion Ignorance of competition inside and outside sports Short-sighted focus on quick return price hikes or investments Poor research quality Poor sales and services Arrogance and laziness Failure to adapt to industry, market, and consume change
question

Does a recession have a economic effect on sports
answer

Yes, sport marketing has been affect by prevailing economic conditions
question

Competition in the Marketplace
answer

Leisure spending on spectator sports has decreased in the United States, Expansion of sport entertainment and participation option creates greater marketplace competition, maintaining market sharing can be difficult for sport product, popularity of some sports, such as action sports, is plateauing or declining
question

Media Challenges
answer

Social media the way that fans consume sport, Newspaper decline, Sports and Media must adapt to new means of reaching consumers
question

A focus on producing and selling goods and services rather than identifying and satisfying the needs and wants of consumers and their markets is known as
answer

Marketing Myopia
question

Which of the following is an example of marketing through sport? a. Broadcasting a team’s away games b. Scheduling games at times that do not conflict with other local events c. Playing a commercial for a local business during a game broadcast d. Using billboards to advertise the team’s schedule
answer

C
question

Which of the following is not a reason why sport marketing is different from many other types of product marketing? a. the emphasis on generating revenue b. the fundamental difference of the sport product itself c. the market for the product d. the financial model of sport production
answer

A
question

What legendary sport marketer owned three different Major League Baseball franchises, has been inducted into the Baseball Hall of Fame, and is still known to this day as the champion of the little guy because of the value that he placed on attracting common fans to his teams’ games?
answer

Bill Veeck
question

T/F: Most traditional products will see consistent sales throughout the year, whereas a sport product has high-volume times and low-volume times.
answer

True
question

T/F: Analyzing the market and the organization is one of the five strategic components of marketing management.
answer

True
question

Having a large percentage of high-income sport fans would be an example of an:
answer

External Opportunity
question

According to the marketing concept of the frequency escalator, who resides on the ground level?
answer

Nonaware Consumers
question

A CRM software database system provides sport marketers a.a. a tool to stimulate product innovations b. evidence of a successful strategy c. a 360-degree record of all customer interaction d. incentives to discount tickets
answer

C
question

What part of developing the marketing plan involves finding an unmet need and defining it?
answer

Developing the market

Get instant access to
all materials

Become a Member