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31 Cards in this Set

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  • Back
marketing
process crucial to overall success and *carries out the mission of the organization*
sport marketing
process of *designing & implementing activities* for your sports business to *meet needs and desires of customers* & to *meet overall objectives of the company
mission statement
reflects and expresses the core values and beliefs of the company
sport marketing practices
is derived from mission statement and is consistent with it, as well as being ethically and socially responsible
being ethically and socially responsible
keeping your word and promise when promoting your product
product, price, place, promotion
four primary elements of a sport marketing plan
step 1: clarify the purpose
examining an organization's core values and cleary defining measurable goals (# value) and objectives (broad statement)
step 2: analyze the sport product
determining if the product is a tangible good, a sport service, or a game/event itself
step 3: projecting the market climate
-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)
SWOT analysis (part of step 3)
determining the Strengths, Weaknesses, Outcomes, and Threats included in a marketing plan
-SW, internal...OT, external-
step 4: positioning the sport product
establishing a sport entity in the minds of the consumers in the target market
objective of positioning
differentiating from competition and creating a distinctive image (promoting benefits of the product that others don't have)
verbal and nonverbal communication
examples: logos, symbols, TV & radio ads, PSAs, press releases, news articles, etc.
primary market
participants, spectators, and volunteers
secondary market
sponsors, advertisements, liscensed merchandise, athlete endorsements
branding
using a name, design, or symbol that allows an organization to distinguish and differentiate the product from others
step 5: picking the players
conducting marketing research and separting the consumers by certain characteristics
demographic segmentation (step 5)
segmentation that's based on stereotypical segmentation
psychographic segmentation (step 5)
segmentation based on consumers' attitudes, beliefs, needs, etc.
media preference (step 5)
whether the consumers like online info, newspapers, tv ads, etc.
purchasing behavior (step 5)
whether the consumers purchase in bulk packages, buy just what they need, etc.
market segmentation (step 5)
-creates clusters according to selected characteristics
-used to identify target consumers who have similar wants, needs, and interests
-allows you to identify specific customers
step 6: presenting the product (in best possible manner)
-ways of packaging the product and the product extensions
-liscensed merchandise
-sponsorships (make sure they're respectable)
step 7: price the sport product
process of determining how much the product will cost
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)
the fours factors to consider when developing a pricing strategy
step 8: promoting the product
ways to do this: advertising, publicity, activities and inducements, public and community relations, personal selling, sponsorship
promotions
most visible aspect of a marketing plan
place (step 8)
where the product's point of origin for distribution will be, the geographical location of target markets (visible aspect in promotion)
step 9: placing the sport product
sport is unique in the way that it's distributed to consumers (attending sports events, nationally & globally, ticket distribution)
step 10: promise of the sport marketing plan
evaluating the extent to which the marketing plan met its promise to help achieve the organization's mission
obtaining feedback (inside & outside), analyis and evaluation of feedback, linkage, and being proactive
four things that is required in the promise of a sport marketing plan