I Comm

Front 1

Nascar: what are they doing and why?
What is the risk?

Back 1

THey are changing up the way things are done bc their ratings have been in a 3 year dip. They may end up leaving their blue collar audience behind. Companies should stick to what they know.

Front 2

Breathing your own exhaust fumes

Back 2

doing what's comfortable, doing what's quick and doing what's easy w/out considering all the variables that make strategic decisions as foolproof as possible
Ex: ppl who think they know the market and know exactly what they are going to do

Front 3

segmentation

Back 3

an overt decision to ignore parts of the market and to concentrate solely on certain segments

ex. gatorade focusing on colds during winter months

Front 4

4 steps to making a positioning decision:

Back 4

1. an economic analysis should guide the decision
a. potential market size: a reasonable assessment
b. penetration probability: indicates that there is a need to have a competitive weakness to attack, or a competitive advantage to exploit reasonable markets
2. positioning usually implies a segmentation commitment: an overt decision to ignore parts of the market and to concentrate solely on certain segments
3. If the current strategy is working, stick to it
4. Don't try to be something you're not

Front 5

positioning

Back 5

a one or two sentence declaration of how the product or the service should be perceive in the mind of the consumer

Front 6

5 p's

Back 6

product, price, place, promotion, publicity

Front 7

3 elements of marketing plan

Back 7

1. situational analysis
2. marketing objectives
3. marketing strategy

Front 8

concept of brand architecture

Back 8

* sport marketers must work w sport entities to develop a brand structure or brand architecture that focuses on communication, the value, the sport industry is creating, and the resultant benefit of the sport product as viewed by the sport consumer

Front 9

3 major branding structures and examples of each:

Back 9

monolithic: when a corp uses one name and identity world wide (nike)

Endorsed: name used in association w a subsidiary or sport product brand (starter jackets, MADDEN NFL)

Branded: emphasize multiple level brands (ESPN w/ brands like ESPNU, ESPN Deportes, etc google games)

Front 10

marketing concept of sport

Back 10

give the market what it wants!!
consumer-oriented philosophy that suggests that satisfaction of consumer needs provide the focus for product development and marketing strategy to enable the firm to meet its own organization goals

Front 11

# developing of market concept or sport is centered on 3 subconcepts

Back 11

sports production: centered on the prem that sport consumers are primarily interested in the availaability of the sprt product at reasonable prices

2. sport product: makes and assumption that sport consumers will purchase the offering w the highest quality, the best performance and most features

selling of sport: relates to a belief that sport consumers are not likely to buy a sport product unless they are enticed to do so

Front 12

6 areas of sponsorship: listed w/ example

Back 12

1. governing bodies: Nextel/Sprint's sponsorship agreement w Nascar
2. Teams: typically on a local level. americans have a prob putting the logos on jerseys, but this is done practically everywhere

3. athletes: tiger woods 80 million in endorsement and sponsorship agreements for 2006

4. facilities: reliant stadium in Houston-- buying your own billboard

5. Events: creating an association between a corporation and sport event. ex. pilot pen tennis open

5. broadcast media: NCAA and basketball tournament-- ESPN2 and Amgen Tour of California

6. sports governing sponsorship: official sponsor status- red bull and the XGAMES

Front 13

describe diff bt advertising buy and the concept of sponsorship

Back 13

much more comprehensive marketing effort-- typically based on exclusivity and onsite makrting capabilities (P&G worked with IAC; didn't just buy time w NBC-- gained a lot more ops like on-site promotion

Front 14

brand

Back 14

a name, term, design, symbol, or feature that identifies one sport product or service as being diff from another; the mixture of attributes can be tangible or intangible, are usually symbolized ina trademark, and if managed properly, creates value and influence

Front 15

copywrite

Back 15

a type of intellectualy property that provides protection by the laws of the US to the authors of original works of authorship including literary, dramatic, musical, artistic, and certain other intellectual works

Front 16

exclusivity and ex

Back 16

the guarantee that the products or services of the sponsoring org will be the only type in that category to have an association w/ the sport organization
ex. gatorade is the only bev the NFL can be associated w

Front 17

fixed position advertising

Back 17

many advertisers insist on being the first advertiser after a break, or before the game... another premium that broadcasters package to their advertisers

Front 18

exit mention

Back 18

at the conclusion of a game, the broacasters will thank the participating sponsors

ex: the NBA on NBC was brought to you by Miller Genuine Draft... get out of the old and into the cold

Front 19

official sponsor

Back 19

the sport orgs public acknowledgement of the association bt the sponsor and the org... often official sponsors are guaranteed exclusivity== receive additional benefits-- including inclusion in all sport org marketing efforts and hospitality opportunities to entertain subsidiarism clients and customers

Front 20

category exclusivity

Back 20

you will protect against other brands and fight off other brands

Front 21

licensing

Back 21

the creation of a strategic alliance in which the manufacturer of a sport product gives permission to a second party to manufacture that product in return for specific royalties or payment

low risk form of strategic alliance which involves the same of a riight to use a certain propretary knolege (so called intellectual property) in a defined way

Front 22

category sponsorship

Back 22

an event promoter, or rights holder, parcels out the event's inventory in sponsor categories; the pga has an official nonalcoholic beer... O'douls

Front 23

broadcast rights fees

Back 23

fees the network and stations pay to carry a part or all of the action