h – Space – Flashcards

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Marketing a sport
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college athletics promoting the baseball team
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Marketing through sport
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commercial
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The sports product
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any bundle or combination of qualities processes, and capabilities that a buyer expects will satisfy wants and needs inconsistent the marketer has little control
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Marketing Plan
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executive summary statement detailed timeline dates messaging ticketing sales promotions swot analysis marketing initiatives, strategic goals and objectives
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5 P's
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price, product, promotion, PR, place
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Top revenue drivers for D1 sports
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Donations ticket sales NCAA/Conf distributions
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What's the future
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to please couch fans, mobile experience, make it easy to use like banking apps
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Event experience
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game from, players, equip, fan behavior, personnel, venue,
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Product experience
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Coaches, tickets, premium seating, programs, video screens, apps, mascot
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Ticket Methods
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Standard-GA Variable- Notre Dame FB & BB Dynamic- Airlines and Pro teams Premium- high end
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Factors that help customers perform or underperform
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quality, quantity, time, cost
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What does a sponsorship include?
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Retail opportunities, media time, endorsements, conetests, logo placement, hospitality.
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Brand Equity
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Premiums, not as affected when the team loses, corporate interest
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What does brand association include?
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Owner, players, head coaches, rivalries, entertainment package, stadium or arena in which the team plays
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Types of Promotion
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Advertising, Personal Selling, Publicity, Sales Promotion
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Advertising should do the following
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Create awareness, communicate, develop change and enhance the image, help associate brand or product with emotions, precipitate behavior
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Building your budget
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College sports vs., Traditional Advertisements Identify your targeted media partners communicate opportunities 2 for 1
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Signage
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Endorsements, print media, electronic media, bill boards. Impact of signage is measured through impressions
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Print Media
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The marketer has a high degree of control Newspapers, magazines, letters, P.O.P displays, flyers
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Electronic Media
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has a lot of flexibility radio, T.V, streaming, LED signage, video boards
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Price Discount
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Don;t alienate season ticket holders
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How to help cover promotions?
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Sponsors
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Price Discounts
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Short-term fixes, that can have unintended consequences for CB Know effects on concessions and merchandise
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Conditional Game Script
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Its conditional
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Scott Coriera (Sponsorship)
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Identify Contact Present After the sale (Close)
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Trademark
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Use of a word, name, a logo, or another identifiable mark
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Gatorade
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Miami American Airlines Gatorade has a history with the NBA
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Houston Open
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Shell, proposed phillips 66 Double Play Sports Right before masters honor, safety, commitment
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Las Vegas
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Tesla Raiders competitive advantage for Tesla
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Seattle
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Amazon Levi Stadium does stuff with amazon now Century Link
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Mile High Stadium
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Jeep was sports authority Invesco worth some $$$$ Freedom, adventure, authority, and passion
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When selling sponsorships
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start selling the least expensive sponsorship first
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when soliciting sponsors
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entice them into a bidding war
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The sports product is
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perishable
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3 product extensions
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mascots/cheerleaders Concessions crowd experience pregame activities
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after adding a new ticketing strategy last season Notre Dame ticket prices
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Decreased
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its wise to retain current customers and grow their affinity
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true
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sports teams are recession proof
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FALSE
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Fortune 500 companies located in the same market as a sports franchise would be considered an external opporutnity
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true
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goals are strategy
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objectives are tactics
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The space that a sport product occupies in a consumer's mind is called
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positioning
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Under Armour has been fitting teams since
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2005
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Brand association includes
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logos, owners, rivalries
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email marketing
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is alive and NOT dried up
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Price is not a critical element in the marketing mix
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true
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Pricing strategy that teams apply using factors such as opponents, event, time of season, or day of week before tickets go on sale
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variable
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sponsors may need to spend more money to activate spending
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true
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right to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association
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sponsorship
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