Sports Marketing Chapter 6 – Flashcards
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Blue-chip athletes
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High-prospect athletes who have exceptional athletic ability and who demonstrate good character and leadership qualities on and off the field
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Brand
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The name, symbol, logo, word, or design that identifies a product, service, or company
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Fringe benefits
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Incentives received in addition to a base salary
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Licensed brand
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A well-known name and/or symbol established by one company and sold for use by another company to promote its product
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NCAA
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A voluntary organization through which the nation's colleges and universities govern their athletic programs
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Penetration price strategy
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Using low pricing to help capture a large market share
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Positioning
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A strategy used by a company to differentiate its products or services from its competitors' products or services
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Product enhancements
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Features added to the basic product that satisfy additional needs and wants
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Product extensions
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Items offered in addition to the product to make it more attractive to the target market
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Product life cycle
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The introduction, growth, maturity, and decline stages of a product
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Product line
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A group of similar products with slight variations to satisfy the different needs of consumers
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Product mix
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A product's final form and assorted features
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Skimming price strategy
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Introducing a new product at a very high price, emphasizing quality and uniqueness of the product
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Trademark
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The legal protection of words and symbols used by a company
