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183 Cards in this Set
- Front
- Back
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4 ways that a sport "touches" the lives of consumers
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celebrities, promotions, broadcasts, technology
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the worldwide popularity of which sport makes US sports leagues the leading candidate to lead the international expansion of US sports?
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basketball NBA
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when mike veeck refers to the need for sports marketers to "create memories" for customers, his advice is most closely tied to which characteristic that sports share with all services?
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lack of intangibility
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what has driven sports facilities construction boom of the last two decades?
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technology?
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the first sports facility constructed in the US strictly for professional soccer was built in__?
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Columbus, Ohio
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Which sport is the only one that is currently organized worldwide?
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soccer
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____ is defined as an activity or game indulged in for pleasure, amusement, or fun?
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sports
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____ is/are defined as the act of living through an event or events; personal involvement in our observation of events as they occur or the effect on a personal of everything that has happened to that person; indicidual reactions to events, feelings, etc.
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an experience
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____ are typically a sports organization's most expensive assets.
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facilities
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____ is the design, implimentation, and control of the marketing activities undertaken to assist sports organizations in meeting their objectives.
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sports marketing
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5 examples of the parts of sports marketing
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food operations, retail, concert, plays, circuses, etc.
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using sports events, personalities, and facilities in the marketing of products other than sporting events might be referred to as ____.
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marketing with sports
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entertainment and recreational expenditures now account for ____ percent of all consumer expenditures in the US.
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8.6
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what is the most popular spectator event for US consumers?
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baseball
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5 examples of the parts of sports marketing
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food operations, retail, concert, plays, circuses, etc.
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what is the oldest of the "new" sports?
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auto racing - NASCAR
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using sports events, personalities, and facilities in the marketing of products other than sporting events might be referred to as ____.
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marketing with sports
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entertainment and recreational expenditures now account for ____ percent of all consumer expenditures in the US.
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8.6
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what is the most popular spectator event for US consumers?
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baseball
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what is the oldest of the "new" sports?
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auto racing - NASCAR
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which of the following leagues does NOT have greater annual attendance than the NFL?
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ALL OF THE ABOVE- NFL has the greatest
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which league is not one of the top 4 worldwide in avg attendance?
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MLB
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NOT TRUE: people who play more are willing to pay more to watch.
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NOT A TRUE STATEMENT
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____ are/is events or activites in which customers actively participate.
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participant/recreational sports
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____ are/is events at which individuals collectively observe competitive activities.
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spectator sports
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____ are/is events where customers observe, or participate in, non-competitive or recreational activities.
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entertainment activities
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what are the 2 factors identified as largely responsible for the increased entertainment orientation for spectator sports?
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increased household income, increased life expectancies
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it is generally suggested that the "take-away" from sports events are/is ____.
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memories
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what is not a tangible typically associated with a sporting event?
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outcome of the game
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the idea that the major "take-away" for sports events is memories due to sports ____.
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intangibility
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the idea that the UM and Jacksonville State games are very different experiences for FSU fans is due to sports ____.
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heterogeneity
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factors contributing the most to sports heterogeneity due to the fact that it cannot be controlled are ____.
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food, weather, team, other fans, game outcome, etc.
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the fact that you cannot add seats left over from this week's game to next week is an example of sports ____.
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non-inventoriability
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the cubs use of a variety of famous people to sing "take me out to the ballgame" is an ex of which of the factors that make sports unique?
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types of consumers in attendance
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which sports tend to be the highest involving?
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college sports
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people have many different reasons why they attend sporting events primarily because ____.
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personal task driven
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credit for the entertainment view of sports marketing is largely attributed to the ____.
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Walt Disney Company
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the "fun is good" philosophy of sports marketing is attributed to ____.
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mike veeck
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who is credited with responsibility for the white sox's disco demolition night on 7/12/79?
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mike veeck - but dad bill took heat from public
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fan's ____ of their sports experience is the set of attributes that consumers use in their evaluations of the benefits of specific sports experiences.
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conceptualization
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a sports organization that concentrates solely on its core product is said to be in the ____ mode.
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commodity
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the ____ component of the sports product is comprised of those factors that are directly used in "staging" a sporting event.
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auxiliary
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consumers' conceptualization of sports products is based on a series of ____.
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consumer-organization encounters
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which of the following is NOT one of the three major dimensions define consumers' conceptualizations of their sports experience?
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social interactions
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personal interactions at sporting events include ____.
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ALL OF THE ABOVE
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personal interactions at sporting events define the ____ of the experience.
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functional quality
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____ refers to the level of excellence exhibited by an organization in the delivery of goods and services to customers.
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functional quality
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the st. pauls saints have used mimes and other performers as "ushertainers", adopting their conceptualization of this service from ____.
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cirque de soleil
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general types of employee interactions occur at sports facilities between consumers and ____.
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team employees, facilities, volunteers, public officials, etc.
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what are some of the dimensions used by fans in their conceptualization of their interactions with sports facilities?
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layout, atmosphere, and aesthetics
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early sports marketers such as bill veeck believed facility interactions were defined by ____.
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comfort, convenience, and cleanliness
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____ referes to non-visual aspects of the sports facility environment including the air temps, scents, and sound.
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ambient conditions
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the dominant architectural style of the latest period of sports facility construction has been termed ____.
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retro
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the first of the "retro" sports facilities to be constructed was ____?
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Baltimore's Camden Yards
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contemporary sports facilities add to the complexity of the sports experience by ____?
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becoming multi-functional ?
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things at a sports event that fans can feel, taste, smell, hear, or otherwise evaluate based on some tangible attribute are part of the experience's ____.
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technical (outcome) quality
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what are 3 dimensions associated with the technical or outcome quality of a sports experience?
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valance, tangibles, waiting time
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which dimension of sports experiences typically has the greatest potential to negatively effect consumers' evaluation of sports events?
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waiting time
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what is received for what is given up defines the conceptualization of the ____ of a sports experience?
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value
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4 cost typically associated conceptualized as part of the sports experience?
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dollar cost, time costs, effort costs, and risk cost
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____ is a prime determinant of the time costs associated with sporting events.
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facility location
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what group of consumers is making effort costs a more important consideration in conceptualizations of sports experiences?
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older people - increased age of population
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____ is associated with sports organizations' ticket prices.
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dollar costs
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what are NOT sources of financial risk?
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money spent, uncomfortable seats, bad parking, etc.
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____ is associated sports organizations' technical quality?
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ALL OF THE ABOVE
-will be on test |
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some sources of performance risk?
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athletes, recreation participation, and actors
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some sources of personal risk?
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skiing, skydiving,
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Person next to you is boring.
Y/N a source of psychic risk? |
NOT a source
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____ refers to the possibility of physical harm occurring as a result of a sports experience.
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personal risk
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____ refers to the costs imposed due to damage a sporting even or activity does to the personal sense of self worth of a customer.
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psychic risk
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____ is risk associated with sacrifices made because of the personal discomfort felt due to the stigma associated with a sports event or activity or being in contact with other individuals at the event.
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social risk
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sources of social risk?
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elderly attending college game, WWE, world cup, etc
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____ is sometimes called physical risk.
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personal risk
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understanding competition is important in SM because ____.
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ALL OF THE ABOVE
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____ refers to that portion of a consumer's disposable income that is captured by a particular retailer, product class, etc.
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share of the wallet
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suggesting that "winning" is the best way to successfully market a ream reflects a ____ orientation.
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product
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being ____ means a sports organization recognizes that the key to marketplace success is to first recongnize needs and wants of consumers and then design goods and services that provide value and satisfaction to customers that is greater than that provided by competitors.
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market-oriented
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a ____ organization suggest that sports consumers have to be "convinced" to attend events to make other purchases related to their sports experience.
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sales
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having promotional give-aways at every game is evidence that a sports organ. is ____ oriented.
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sales
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fans not living in the local market area are referred to as ____.
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displaced customers
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which is NOT one of the changes that have made current sports competition more complex than in previous eras?
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increased number of sports fans
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destination sports facilities compete by focusing attention on which product dimension?
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augmented sports products - things experienced at stadiums
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2 groups adding to the complexity for competition in sports organizations are ____.
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women and business people
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new development areas such as LA Live that surround sports facilities and offer multiple competitve options for consumers are known as ____.
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entertainment zones
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6 recent changes affecting sports competition are ____.
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more diversified target market, increased magnitude of purchase, exploding availability fo sports, rapid evolution of sports broadcasting, more difficult to define sports competition, and the changing nature of the sports product
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4 factors making sports competition more difficult to define are ____.
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increasing number of sports options, consumers and number of ways to "consume" sports products, and the changing nature of the sports product
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what are the classes of sports organizations based on their balance of competitor and consumer focus?
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strategically inept, customer preoccupied, marketing warriors, and strategically integrated
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the customer-competitor focus of a sports org. whose mkting efforts are properly described as product oriented is best classified as ____.
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strategically inept
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a sports org. that believes the success of its mktg effors is primarily determined by sinning is best classified as ____.
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strategically inept
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the best customer-competitor focus of a sports org entering a new market typically is said to be ____.
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customer preoccupied
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which of the following is NOT one of the questions that should be the focus of mktg warriors?
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what price is charged
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when no powerful customers or group of customers exists for a sports org., the customer-competitor focus recommended is ____.
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marketing warriors
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sports org. that emphasize the collection, dissemination, and use of both customer and competitor info are classified as ____.
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strategically integrated
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sports org. are seldom strategically integrated because it requires ____.
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ALL OF THE ABOVE
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which of the following types of org. is the most likely to be strategically integrated?
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entertainment org
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which facility was the first to offer multiple entertainment options?
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camden yard in baltimore
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competition for sports org. is ____ that provides an entertaining way for a potential sports consumer to spend their leisure time.
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anything
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entertainment is defined as ____ that is interesting, diverting, or amusing.
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an event or activity
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the purpose of a ____analysis is to identify the nature of a sports org. competition.
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market structure
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the ____ represents a sports org. most direct competitors
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consideration set
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the ____ represents the broadest def of competition for a sports org; the set of competitors that a consumer is aware of that they perceive as having the potention to meet a particular need or want.
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evoked set
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a sports org. ____ describes exactly how competitors attempt to position their products in the market place, how they differentiate their goods and services, and how they try to establish that their products have value?
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competitive analysis
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behavioral influences are of particular importance in SM because the sports experience typically represents ____.
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group behavior
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____ basically refer to a sports consumer's predisposition towards an object, person, event, org., etc.
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attitudes
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____consists of the norms and values that drive the formation of consumers' attitudes.
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culture
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____ are the rules that guide behavior and values are long lasting beliefs about what is right and fun.
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norms
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ONLY ALL THE ABOVE QUESTION in chapter 4 is ____.
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WRONG!
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____ represents fan's summary evaluation of the elements they encounter at a sports event and act as mental shorthand.
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attitude
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____ are defined as a fan's learned predisposition to respond to a given object or class of objects in a consistently pos or neg way.
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attitudes
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____ represents a fan's perceptions of what other people think he or she should do.
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subjective norms
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____ are things that are necessary to have but not sufficient for fan satisfaction.
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hygiene factors
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____ is a set of characteristics that, if present, make people happy.
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motivation factors
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____ facilities are designed to motivate sports consumers to visit a facility based on its own merits rather than specifically to experience the event that is taking place in the facility.
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engagement
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the role of the facility to motivate sports consumers to spend so they must ____ customers.
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engage
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which sport is generally assumed to have the highest level of fan identification?
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NCAA college sports
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what are some of sports' psychological motivators?
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self-esteem, stress reliever, sense of affiliation, and human need for competition
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what are the 2 primary sociological motivators for sports?
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interaction with friends or business associates
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from a consumer point of view, the most important driver of sports consumer behavior in the future will be that events continue to be ____ driven.
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technology
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____ is the search for consumers who have similar wants, needs, likes, and dislikes, and who react to mktg efforts in similar ways.
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market segmentation
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mkt segmentation is a strategy that originated in ____.
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the military
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SM have more difficulty implementing MS than most other consumer product org. because they have greater difficulty and less flexibility in being able to design or modify different ____.
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products
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sports org. typically have only one ____ that is relatively inflexible and uncontrollable.
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core product
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some consumers go to sports events because they enjoy the game so not likely to be influenced by new facilities, technology, waht is sold at concession stands, or promotional efforts.
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traditionalists
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some go to sporting events to be with friends/family - they are ____ and may not be as interested in who is playing as they are in who's going to be there and what there is to do with the sports facility.
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socializers
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SM can treat all the sports customer in the market identically. this approach to MS is referred to as ____.
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mass mktg
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SM can develop a distinct set of strategies for each sports consumer. this approach to MS is referred to as ____.
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individual mktg
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____ is an effort to identify small narrowly defined sports MS that typically are not well served by other options.
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niche mktg
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____ is the tailoring of SM programs to local constituences based on their unique differences.
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local mktg
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typically, sports consumers resided within a ____ mile radius of the facility.
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35-50
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which of the following is NOT one of the set of serious limitations that segmentation strategies have to be overcome if a sports org is to reach the level or rev needed to compete successfully in the 21st century SM?
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increased need for rev to decrease cost
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which of the following are 2 rationales that support the need for segmentation efforts in sports?
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increased need for rev, increased attention for better control of costs
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what are the 3 identified as one of the steps in segmenting SM?
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surver step, anaysis step, profiling step
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in the anaysis step of segmenting SM, the objective is to identify the attributes associated with the behaviors desired from sports consumers are ____.
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return visit, amt apent in the facility, willingness to provide pos WOM endorsement
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if a SM's goal is prediction of return visits, ____ is the appropriate statistical tool to be used in a segmentation analysis.
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multiple regression analysis
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which of the following is NOT one of the MS identified by Andreasen and Belk?
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socially inactive
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the key to the evaluation of SM segments is ____.
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ANSWER CHOICE A
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when evaluating MS, a sports org, must consider with 2 factors?
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segments overall actractiveness and org. objectives/resources
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in order for the MS process to be effective, the segments targeted by a sports org. must exhibit all of the following characteristics:
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measurable, substantial, accessible, differentiable and actionable
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sports org typically face a difficult task in designing product dimensions to tailor their product offering to different segments because they have only a limited ability to modify their ____.
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core product
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historically, sports org. used a ____ approach to MS.
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single-segment
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with this approach to MS, a sports org. selects and targets a number of segments that are attractive and appropriate given the objectives pursued by the team
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selective
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when using a ____ approach, the task of the SM is to match the products offered by a sports org. with the mkt segments to which each product appeals.
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selective segmentation
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a sports org. that sees an innovative product offered by another org. and assumes it will be equally well perceived by their customers is an ex of an org. having ____.
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copycat syndrome
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a SM that believes a product that they find attractive will be appealing to his/her customers is an ex of an individual; having ____.
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know-it-all syndrome
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the approach to MS typically used by racetracks and minor league baseball org. where ownership of multiple teams justifies efficiency operating goals is ____.
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product specialization
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in ____, a sports org produces an array of products to serve the needs and wants of a specific customer group.
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market segmentation
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when a firm attempts to serve all the available customer segments with all the products they might need or want, they are engaging in a ____ segmentation strategy.
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full mkt coverage
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as sports org. diversity and move towards vertically integrated org. structures more are likely to use a ____ segmentation strategy.
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full mkt coverage
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when a sports org. uses ____ segmentation, a mkt is divided into groups based on such variables as age, gender, income, education, occupation, ethnic background, family size or life cycle stage, and nationality.
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demographics
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the most common type of mkt segmentation used by sports org. is based on ____ segmentation.
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demographics
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the greatest number of sports consumers fall into the ____ age category.
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25-44
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the growingnumber of luxury boxes and premium seating areas further highlight the reliance of sports org on ____ segmentation.
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income
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the fact that MLB, NFL, NBA, and NHL franchices located in major metropolitan areas typically fine that 85% or more of their customers come from within a radius of 35-50 miles of their facility suggests the relevancy of ____ segmentation for sports org.
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behavioral
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attitude can be used to segment consumer mkt. which of the following in NOT an attitude typically used to descrive sports segments.
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memorable
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____ is the act of designing a sports org's product offerings so that is occupies a distinctive place in the mind of its customers.
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positioning
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which sport is the most geographically diverse?
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college sports
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the ____ approach to SM focuses sports mkters to refocus their views as to their product.
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engagement
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which of the following is NOT identified as one of the phases or eras of SM?
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ALL OF THE ABOVE
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____ focuses on the individual component of the staging a game.
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event mktg
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____ suggested that the event itself needed to be managed.
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experience mktg
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in ____, music, lights, food, and beverage items, technology, and other resources were used to draw fans attention.
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entertainment mktg
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in ____, fans are recognized by employees, are encouraged to communicate with team managers, and specific experiences are designed for each game attended.
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engagement mktg
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according to the mktg management theory of managing sports, ____ are the key to success.
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employees
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management consultatn Tom Peters suggests that the emerging economy in which sports org. compete in based on ____.
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curiosity
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of the facrots that management consultant Tom Peters suggests drive the emerging economy in which sports org. compete, which does he suggests is the most important?
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curiosity
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a sports marketer must be ready to change his team's strategies based on what the competition does. this means a sports org. needs to be a ____ org.
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learning
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whihc of the following is NOT one of the efforts that sports org must do to become effective strategic decision makers?
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telescope into future
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management scholar Henry Mintzberg now suggests that the primary responsibility of managers, including those of sports org. is to ____.
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react not plan
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____ continues to be a key as it allows sports org. to collect, process, dissmeninate, and act on information on a timely fashion.
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technology
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which of the following is NOT one of the seven mktg Ps that its suggested takes on special significance in the mktg of sports?
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price
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tickets, programs, uniforms, containers used for food products, and promotional items are common ex which of the seven Ps?
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physical evidence
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the practice of "papering the house" originated with ____.
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circuses
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which of the following is NOT one of the general categories of sports org. objectives?
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wealth objects
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traditionally, which of the general categories of sports org. objectives was considered the most important?
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wealth objectives
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____ removes differences in the relative size of sports facilities as a factor in evaluations of org. performace.
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percent of capacity
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in general, ____ in used by sports org. as an indicator for both the success of current mktg and the need for additional mktg.
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percent of capacity
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____ is used by sports org. to consider the quality of a sports org.'s mkt performance.
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paid attendance
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____ is a measure of the ability of a sports org. to activate the rev generating potential of their major asset, the sports facility.
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paid attendance
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____ measures have recently assumed greater importance due to the increased cost of sports facilities.
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percent utilization
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in recent years, ____ have replaced attendance as the dominant organizational objective for sports mkters.
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rev objectives
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which of the following is NOT a factor that complicates comparision using total revenues as an objective?
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ALL OF THE ABOVE
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____ accounts for the problems associated by no-shows.
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revenue per seat
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the level of excellence between employees service is referred to as ____.
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internal service quality
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