SEM Chapter 2: College and Amateur Sports
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Public Image
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The various aspects of how the "outside world" perceives what you are trying to Market (individual, institution, event, etc...
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PROMOTION
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PROVIDES A MEANS OF COMMUNICATION TO INFORM, PERSUADE AND REMIND CONSUMERS ABOUT COLLEGE ATHLETICS.
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TITLE IX
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No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving Federal financial assistance.
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lingering effects
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even after the season, a number 1 rank means more exposure, increased potential for recruitment, and sales of school clothes and memorabilia.
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MARKET SEGMENTATION
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is a group of individuals within a larger market that share one or more characteristics.
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GEOGRAPHIC SEGMENTATION
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is the dividing of markets into physical locations, such as eastern, northern, southern, and western regions of the United states or urban and rural areas of a state.
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Demographic segmentation
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focuses on information that can be measured, such as income, profession, gender, and education. They use the information to target specific type of people to specific types of product
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Psychographics
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focus on characteristics that cannot be measured, such as attitudes and lifestyle choices
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Product usage
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reflects what products you use, how often, and why
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Benefits Derived
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are the value people believe they receive from product or service.
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Women's Enhancement Program
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which offers opportunities to college women in the form of post graduate scholarships, internships at the NCAA National Office, and career help for women who want to continue in intercollegiate athletics after eligibility is up.
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Main Goal of the NCAA
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is the promotion of college athletics with a focus on the integrity of the athletes and their game.
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NCAA
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is the governing body of most college and university programs.
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Highly ranked teams
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Builds excitement and strong attendance at games creating fan loyalty and national respect.
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License
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Is the legal right to reproduce a team's logo in exchange for payment.
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Conference
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Is a group of college athletic teams.
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Amateur Athlete
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Is someone who does not get paid but plays for enjoyment, challenge, or both. Can be any age, and physical challenges are not prohibitions
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Professional Athlete
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Is someone who earns a living participating in a sport, most must be young, healthy, and strong.
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ECONOMICS BENEFITS
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Financial rewards communities, cities, and states can gain from amateur sports as well as from professional sports.
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Minnesota Amateur Sports Commission
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The goal is to bring out of state money in by using amateur sports. To create economic development through amateur sports.
