Sport Marketing chapter 1

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Sport Marketing; 2 components
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marketing of sport and marketing through sport; consists of all activities designed to meet the needs and wants of sport consumers through exchange processes. Sport marketing has developed two major thrusts: the marketing of sport products and services directly to consum-ers of sport and the marketing of other consumer and industrial products or ser-vices using partnerships and promotions with sport properties.
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Why is Sport Marketing different?
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Sport product, Sport finance, Sport Market, Sport Promotion
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Sport product
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Simultaneous production and consumption, strong personal and emotional identification, dependence on social facilitation, Inconsistency and unpredictability
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Sport Market
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simultaneous competition and cooperation, demand tends to fluctuate, universal appeal and pervades all elements of life
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Sport Financing
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Pricing the individual sport product unit by traditional job costing is difficult, indirect revenues are greater than direct revenues
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Sport promotion
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wide-spread media exposure is a double edged sword, media and sponsors emphasize celebrities.
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marketing myopia
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lack of foresight in marketing ventures
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Examples of marketing myopia
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focusing on producing and selling and not the buyers wants and needs, winning absolves all other sins, confusion between promotions and marketing, ignorance of competition inside and outside of sport

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