Sport Marketing-Exam 1 – Flashcards
Unlock all answers in this set
Unlock answersquestion
Sport Marketing
answer
The activities of consumer, industrial and service marketers who increasingly use sport as means to promote their product
question
When was the term "sport marketing coined and what age was it?1
answer
1979, "Advertising Age"
question
What are the two major thrusts of sport marketing?
answer
1. The marketing of sport products to the sport consumer 2. The marketing of non-sport products through sport
question
Challenges in sport marketing
answer
-marketing myopia -lack of market research -poor sales training and techniques
question
uniqueness of sport marketing
answer
-product -market -finance -promotion
question
Sport Product
answer
any bundle or combination of qualities, processes, and capabilities that a buyer expects will deliver "want and "need" satisfaction
question
Core benefits of sport product
answer
-health (participation) -entertainment -sociability -achievement
question
Uniqueness of the Sport Product
answer
-an intangible, temporary, experiential and subjective nature -simultaneous production and consumption -dependence on social facilitation -inconsistency and unpredictability -core product beyond marketer's control
question
Uniqueness of Sport Market
answer
-sport organizations simultaneously compete and cooperate -demand tends to fluctuate -product salience and strong personal identification lead many sport consumers to consider themselves experts
question
Uniqueness of Sport Finance
answer
-difficult to price the individual sport product it by traditional job costing -price of the sport product itself is small compared to the total cost paid by the consumer -indirect revenues are greater than direct operating revenues
question
Uniqueness of Sport Promotion
answer
-the widespread media exposure is a double edged sword -media and sponsors emphasize celebrities
question
Primary Marketing Function Model for the Sport Industry
answer
-to provide "packaged" events for spectators at the venue or via mass media (Pacers) -provide facilities, equipment and programming to players(Fitness Clubs) -provide general administrative support, control ad publicity to other sport organizations and people. (ESPN)
question
5 strategic components of marketing management
answer
1. visualize and position the organization 2. clarify your goals and objectives 3. Develop marketing plan 4. Integrate a marketing plan into a broader strategic allocation of resources that ensure success 5. Control and evaluate plan's implementation
question
Strategic Step 1: Visualize and Poisiton the Organization Vis-a-Vis the Market
answer
-core vision and ideology -the SWOT analysis -Marketing information systems
question
Core values and purpose vs. operating practices
answer
core values- never change operating practices-evolve overtime
question
SWOT Analysis
answer
S-organizational strength W-organizational weakness O-External or environmental opportunities T-external or environmental threats
question
Marketing Information Systems
answer
supplies timely, accurate and usable data to decision makers
question
Strategic Step 2: Clarify your Goals and Objectives
answer
-the development and reassessment of goals and objectives should emanate from ongoing analysis -clarifying goals and objectives is what sets the manager apart from the caretaker
question
Strategic Step 3: Develop a Marketing Plan
answer
Market segmentation and determining key targets -demographic info -geomarket info (marketing plans are different based on where you live) -Psychographic info (interests, values) -product usage rate -product benefits Product development and positioning -design, redesign and promote products to capture a special "space" in the target consumer's mind -"positioning is not what you do to the product; but to the mind of the prospect"
question
Escalator Concept
answer
we want to get people on the escalator and keep them going upward and forward
question
Non-consumers vs. indirect consumers
answer
-non consumers-people who don't know the product indirect consumers-people who don't ----consume product because they are mis informed about it
question
The Five P's
answer
1. Product 2. Price 3. Promotion 4. Public Relations 5. Place (or product distribution)
question
Strategic Step 4: Integrate the Marketing Plan into a broader strategic allocation of resources that ensures success
answer
-marketer must ensure that senior executives will support the plan -structure follows strategy -coordinate 5 P's with broad support from entire organization top to bottom -blend 5 P's to build packages valued by the customer
question
Strategic Step 5: Control and evaluate the plans implementation -socialization -involvement -commitment -environmental factors -individual factors
answer
-analysis, evaluation, and control should be everyday events -consumer satisfaction= product benefits-cost -"it makes little sense to wait for the end of the season to see if your in last place
question
socialization
answer
the process by which individuals assimilate and developed skills, knowledge, attitudes and other "equipment" necessary to preform various social roles (how you are introduced to something)
question
Involvement
answer
socialization demands involvement -behavioral involvement -cognitive involvement -affective involvement
question
-behavioral involvement
answer
the hands on "doing"
question
-cognitive involvement
answer
the acquisition of info and knowledge about sport
question
-affective involvement
answer
the attitudes, feelings, emotions that a consumer has about an activity
question
Commitment
answer
the frequency, duration and intensity of involvement in a sport, or the willingness to expend money, time and energy in a pattern of sport involvement
question
Environmental Factors
answer
-significant others -social and cultural norms
question
Individual factors
answer
self concept: how we ideally view ourselves, true image -stage in the life or family cycle -physical characteristics -learning -perceptions -motivations -attitudes -complex process of consumer decision
question
Model of Consumer Behavior
answer
-stimulus: marketing behavior of sports firms (advertising, sponsorships activation, event promotion) -response: cognitive system (analytic logical, verbal process, rational), emotional system (holistic, affective) Behavior (attendance, purchase, media consumption)
question
Who are sport consumers?
answer
those people who are interested or attends to the consumption activity of sport
question
sport consumer categorization
answer
traditional approaches -by industry segments: spectator and participatory sport -by service/product type: tangible/intangible
question
irregular narrow studies
answer
-focus on consumer demographics, media or product consumption and consumer attitude -often commissioned by a team, league or a sponsor -most remain unpublished
question
Irregular Broad Studies
answer
-require significant investments of time and money -corporations with sport interests have occasionally funded such research
question
Regular Narrow Studies
answer
-an effective marketing system must include regular, consistent studies with questions that allow trend analysis -large scale trends an be found in surveys
question
Regular Broad Studies
answer
-use a national probablilty sample that measures participation and purchasing habits of sport consumers and assist in red analysis (longterm lifestyle trends)
question
Participation Indexes
answer
offer comparisons from one market to another and from any market to the national sample
question
specialty indexes
answer
many sport market reports develop their own indexes of the best markets or best fans
question
Professionalization
answer
introduction of paid staff into senior management roles within non profit sport organizations has altered the nature of the role of volunteer board members in particular, that of the board chair
question
Carver and Houle
answer
board->executive
question
Middleton
answer
paradoxical relationship, dynamic interaction subject to on going negotiation of responsibilities
question
John Carver
answer
Relationship between board and executive is crucial for board performance but is the least understood in research
question
Harris
answer
executives might be the key to success based on their attitudes related to information flow for staff and the board
question
Herman and Tulipana
answer
-view board-CEO relationship as a partnership is over simplistic -CEO takes substantial responsibility for organizational outcomes -CEO responsible for critical outcomes and takes a central leadership role
question
ASC Reccomendations
answer
-board must assume the CEO is competent and should delegate them maximum authority -board members should not meddle in affairs unless asked to do so
question
SPARC Recommendations
answer
Board and executive should be in a partnership
question
Hoye and Cuskelly
answer
effective relationship based on -mutual trust that the CEO is enacting the boards decisions -CEO freedom to speak at board meetings
question
Dominant Coalition
answer
the group of individuals who truly control an organization -executives are central within the dominant coalition
question
LMX Theory
answer
focus on explaining the relationship that evolves between the leaders and the followers
question
High Quality Exchange Relationships
answer
high mutual trust, respect and obligation between leaders and followers
question
Low quality exchange relationships
answer
low levels of mutual trust, repeat and obligation between leaders and followers
question
Perception
answer
process by which a person scars, gathers, assesses and interprets information in the environment -influenced by our values, attitudes, needs and expectations
question
attitudes
answer
a persons enduring favorable or unfavorable cognitive evaluations, emotional feelings and action tendencies toward some object or idea
question
Decision Making Process
answer
-need recognition -awareness or info search -evaluation of choices: product family, class, line, type, brand -purchase deision -experience -evaluation -post evaluation behavior
question
product family
answer
within the health and fitness industry are nutrition and excursus products
question
product class
answer
within the exercise familiar classes of products such as sports, calithstenics, walking and jogging
question
product line
answer
within the sport class are line of products such as gold, racket sports and softball
question
product type
answer
within the racket sports line are product types such as tennis, squash and raquetball
question
product brand
answer
within the product type of tennis are certain brands of rackets and balls
question
game form
answer
rules and techniques
question
Product Extensions
answer
those things that enhance the experience (isn't necessary) coaches, tickets, luxury boxes, mascots, etc.)
question
Personnel
answer
point of contact for your customer
question
sport product strategy (4 parts)
answer
-product differentiation -product development -product innovations -positioning
question
positioning
answer
how customers locate proposed and present brands in the market **established points of pretty and difference
question
product life cycle
answer
-introduction -growth -maturity -decline
question
teams and franchises have much more volatile and unpredictable cycles then those of their overall sports T orF?
answer
True
question
equipment cycles or apparel cycles are more technology driven?
answer
equipment cycles
question
game forms that enjoy any kind of maturity are resistant to decline T or F?
answer
True
