Prtm Ch. 9

Front 1

marketing

Back 1

process crucial to overall success and *carries out the mission of the organization*

Front 2

sport marketing

Back 2

process of *designing & implementing activities* for your sports business to *meet needs and desires of customers* & to *meet overall objectives of the company

Front 3

mission statement

Back 3

reflects and expresses the core values and beliefs of the company

Front 4

sport marketing practices

Back 4

is derived from mission statement and is consistent with it, as well as being ethically and socially responsible

Front 5

being ethically and socially responsible

Back 5

keeping your word and promise when promoting your product

Front 6

product, price, place, promotion

Back 6

four primary elements of a sport marketing plan

Front 7

step 1: clarify the purpose

Back 7

examining an organization's core values and cleary defining measurable goals (# value) and objectives (broad statement)

Front 8

step 2: analyze the sport product

Back 8

determining if the product is a tangible good, a sport service, or a game/event itself

Front 9

step 3: projecting the market climate

Back 9

-assessing the sport climate (by competition - what's in the media?)
-assessing past market climate and historical data
-forecast future climate (overall guesstimate of the outcome)

Front 10

SWOT analysis (part of step 3)

Back 10

determining the Strengths, Weaknesses, Outcomes, and Threats included in a marketing plan
-SW, internal...OT, external-

Front 11

step 4: positioning the sport product

Back 11

establishing a sport entity in the minds of the consumers in the target market

Front 12

objective of positioning

Back 12

differentiating from competition and creating a distinctive image (promoting benefits of the product that others don't have)

Front 13

verbal and nonverbal communication

Back 13

examples: logos, symbols, TV & radio ads, PSAs, press releases, news articles, etc.

Front 14

primary market

Back 14

participants, spectators, and volunteers

Front 15

secondary market

Back 15

sponsors, advertisements, liscensed merchandise, athlete endorsements

Front 16

branding

Back 16

using a name, design, or symbol that allows an organization to distinguish and differentiate the product from others

Front 17

step 5: picking the players

Back 17

conducting marketing research and separting the consumers by certain characteristics

Front 18

demographic segmentation (step 5)

Back 18

segmentation that's based on stereotypical segmentation

Front 19

psychographic segmentation (step 5)

Back 19

segmentation based on consumers' attitudes, beliefs, needs, etc.

Front 20

media preference (step 5)

Back 20

whether the consumers like online info, newspapers, tv ads, etc.

Front 21

purchasing behavior (step 5)

Back 21

whether the consumers purchase in bulk packages, buy just what they need, etc.

Front 22

market segmentation (step 5)

Back 22

-creates clusters according to selected characteristics
-used to identify target consumers who have similar wants, needs, and interests
-allows you to identify specific customers

Front 23

step 6: presenting the product (in best possible manner)

Back 23

-ways of packaging the product and the product extensions
-liscensed merchandise
-sponsorships (make sure they're respectable)

Front 24

step 7: price the sport product

Back 24

process of determining how much the product will cost

Front 25

consumer (what do they want?), competitor (don't charge more), company (how much does it cost to make the product?), climate (look at overall marketing economy) (step 7)

Back 25

the fours factors to consider when developing a pricing strategy

Front 26

step 8: promoting the product

Back 26

ways to do this: advertising, publicity, activities and inducements, public and community relations, personal selling, sponsorship

Front 27

promotions

Back 27

most visible aspect of a marketing plan

Front 28

place (step 8)

Back 28

where the product's point of origin for distribution will be, the geographical location of target markets (visible aspect in promotion)

Front 29

step 9: placing the sport product

Back 29

sport is unique in the way that it's distributed to consumers (attending sports events, nationally & globally, ticket distribution)

Front 30

step 10: promise of the sport marketing plan

Back 30

evaluating the extent to which the marketing plan met its promise to help achieve the organization's mission

Front 31

obtaining feedback (inside & outside), analyis and evaluation of feedback, linkage, and being proactive

Back 31

four things that is required in the promise of a sport marketing plan