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78 Cards in this Set
- Front
- Back
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Fred Corcoran |
1930's Golf Event Marketing |
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Bill Veeck |
1940's - 50's Baseball Event Marketing (Bat Day) |
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Walter Byers (Darth Vader) |
1950's NCAA "Student Athlete" Students can't file workman's comp. minimizing student athlete's power |
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Pete Rozelle |
1960's Football 1st NFL Commishioner NFL & AFL merger - NFL = Legal Monopoly - Self-governing Anti-Trust |
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Mark McCormick |
1960's Sports Agent IMG Represented Arnold Palmer |
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Rooze Arledge |
1970's Sports Marketing 1st President of ABC Sports Created "Monday Night Football" and "Wide World of Sports (Saturdays)" |
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Ted Turner |
1970's Cable TV Created CNN (24 hour news) Inherited WTBS TV Station - bought Atlanta Hawks/Braves Vertical Integration - Owned Means of Production (team) and Means of Distribution (TV Channel) |
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Chet Simmons |
1970's Sports Marketing First President of EPSN Hired away from ABC |
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Phil Knight |
1970's Sport Managment Founder/CEO of Nike |
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David Stern |
1980's Basketball Commissioner of NBA Added show-biz to the League by promoting entertainment and stars |
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Vince McMahon |
1980's Wrestling Turned WWF (now WWE) into an international brand Make it into the most popular "show" through the 90's |
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Corporate Social Responsibility (CSR) |
The integration of business operations and values, whereby the interests of all stakeholders are reflected in the company’s policies and actions. Fair treatment of employees and consumer, operating within ethical standards, etc. |
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Organizational Culture - Thick |
High degree of buy-in, well established, stable, low turnover, arguably* greater efficiency and productivity (9/10 this is optimal) |
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Organizational Culture - Thin |
Less established, lower degree of buy-in, can have high turnover, and b/c of lack of stability the organization is arguably less efficient and less productive |
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Managerial decision making styles - Autocratic |
Leader makes all decisions unilaterally, “my way or the highway” |
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Managerial decision making styles - Permissive |
Leader permits subordinates to take part in decision making. Also gives them a considerable degree of autonomy in completing routine work activities (give them room to carry out tasks). Opposite of micromanager |
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Managerial decision making styles - Directive |
Subordinates are told exactly how to do their jobs |
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Managerial decision making styles - Democratic |
Subordinates are allowed to participate in decision making |
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Managerial decision making Hybrids - Directive Democrates |
Makes decisions democratically (employees have a say) but all work is closely supervised |
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Managerial decision making Hybrids - Directive Autocrat |
"My way of the highway" to the extreme Boss makes all decisions and closely supervises work |
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Managerial decision making Hybrids - Permissive Democrate |
Empowers the employees and allows them to make decisions without management Subordinates are given freedom to carry out work without micromanagement Most liberal |
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Managerial decision making Hybrids - Permissive Autocrat |
Management makes all decisions but subordinates are free to work without micromanagement
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Task Assignment Approaches - Brick Wall |
"Toss them into the fire" 85-95% of jobs in sports business are in sales and have little to no training given |
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Task Assignment Approaches - Step Approach |
Training program upon entry |
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Patagonia |
Founder: Yvon Chouinard Organizational Style: Thick Management Decision Making Style: Democratic HR walks around and asks employees what they need Recruitment: Must buy-in - very selective Training: cross-training - exercise training so employees look "attractive" Incentives: 2 months vacation - acts as sabbatical to test products (employees not gone pick up the slack - cycle of helping out fellow co-workers) Benefits: Child-care options |
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Nike |
Founder: Phil Knight Organizational Style: Thick Management Decision Making Style: Permissive Autocrat? Had trouble breaking into women's shoes because of Thick culture Martin Lotti - Goddess Program - invented yoga shoe - 1980's |
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Marketing Terms: Product |
Goods/service - Spectator Sport (one of the 4 p's) |
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Marketing Terms: Price |
Setting price points; tickets and packages - Done strategically; $19.99 strategically chosen b/c it’s less than $20 (one of the 4 p's) |
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Marketing Terms: Promotions |
Ads, Sponsorship's, etc. - Personal Selling (one of the 4 p's) |
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Marketing Terms: Place |
Distribution - Area or stadium (one of the 4 p's) |
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Marketing Terms: Goods |
Tangible - Shoes, Shirts, Equipment, Cars, etc. |
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Marketing Terms: Services |
Intangible - Personal training, gym membership, physical therapy, investment banking, credit cards, etc. |
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Market Segmentation |
The process of dividing a market into "distinct groups of buyers who might require products and/or marketing mixes" (how we can divide up the market place, and tailor toward certain groups based on interests/lifestyle) |
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Target Marketing |
Choosing segment(s) that allow organization to most efficiently and effectively reach their marketing goals |
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A Targeted Segment must be: (3 things) |
1) Sizable (to provide return on investment) 2) Reachable (reads newspaper or watched TV) 3) Measurable (ex. television ratings) |
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Sport Consumer Behavior |
Not all consumers are interested in all sports products/services - Must segment consumer groups - Need to understand differences in needs, consumption levels, and media use - Tailor ads and products accordingly |
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Promotions Mix: Sponsorship |
Reach through signage at events or in media Traditional Media Vehicles: bringing media to consumer via TV, radio, or print ads "The buying and selling of eyeballs" "Quasi-philanthropic" strategy |
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Promotions Mix: Advertising |
Marketing Communication: getting a message out about your brand |
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Promotions Mix: Public Relations (PR) |
A strategic communication process that builds mutually beneficial relationships between organizations and their public's |
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Promotions Mix: Personal Selling (5 steps) |
1) Prospecting & Targeting: compile information about target (business, donors, alumni, etc.) 2) Preparation: learn about potential target (interests/needs to build foundation of relationship) 3) Presentation: Features, Advantages, and Benefits (FAB) 4) Closing: Finish the deal (may involve haggling) [May take time -months to years in B2B/sponsorship] 5) Follow Up: Thank them for time (keeps relationship) [Call/email] |
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Promotions Mix: Sales Promotion |
Way to entice people to come to an event - giving away thunder sticks for free at a game - usually paired with a form of sponsorship/donation (cheap advertising and way to bring in more consumers) |
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Promotion Mix |
1) Advertising 2) Sponsorship 3) Sales Promotion 4) Personal Selling 5) Public Relations Must have consistent messaging across all platforms: Integrated Messaging Communication (IMC) |
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B2B |
Business to Business objectives - sponsors brings clients (hospitality=key) - sponsors bring employees (recruitment/incentive tool) |
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B2C |
Business to Consumer objectives - Targets participants (Brand shows commitment to their lifestyle - marathons) -Targets spectators (sampling/coupons) [advertisements by demonstration - Mobil Oil & NASCAR] |
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FAB |
Key components of the Presentation in Personal Selling Features Advantages Benefits |
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1960's - Watershed Decade |
WWII trade sanctions lifted (Germany & Japan still disliked) People had few shoes but foreign market flooded stores (and prices were CHEAP) - (made and sold cheap - cheap labor) Organizations dealt directly with coaches - Put a product on an athlete and people will buy it |
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New Orleans Saints |
Team formed as a trade with Louisiana congressmen in exchange for helping the NFL becoming a monopoly and self-governing Anti-Trust |
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Super Bowl 3 |
Joe Namath lead Jets to first AFL victory in the Super Bowl after the AFL/NFL merger - This cemented the merger - 1960's |
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Horse Racing |
Only legal betting As TV popularity grew, its popularity declined since they refused to make a deal with TV station - Ended up being a very bad call (1960's) - No longer as popular as it once was |
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1970's - Watershed Decade |
Sports mostly Saturday and Sunday Beginning of fitness - Not only athletes trained anymore Title IX Billie Jean King (Battle of the Sexes) [Tennis] Free Agency created NCAA Championship exploded - Magic Johnson vs Larry Bird (1979) |
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Women Involvement in Sport |
Increase 500% between 1960-1980 |
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1980's - Watershed Decade |
First Mac introduced - Super Bowl Commercial Reebok - Capitalized on women involvement in sports (step aerobic classes) Michael Jordan enter NBA - Signs $500k deal with Nike -Fortune/Forbes called it mistake Birth of ESPN NY Giants preformed 1st Gatorade Bath - Ex. of "Brand defines Category" LA Olympics & advertisements |
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LA Olympic Games |
First Olympics to turn a profit - Hired someone to "Sell the crap out of it" -- Fred Corcoran on Steroids |
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Internet enters world of media |
1990's |
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1st sport in the USA to have advertising ON the uniform |
NASCAR |
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Women's Sports Illustrated |
Lasted 5 years Women don't want to read about female athletes |
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FOX |
Paid large sum of money for rights to NFL games - Became a major network because of football |
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ESPN Growth in the 1980's-90's |
Went from paying to be on TV to costing carrier more money per subscriber than any other channel (extremely popular) |
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Evolution of Sporting Goods |
Shoes - Chucks to Shocks Shirts - Cotton to Polyester |
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Process Approach (5 Dimensions) |
1) Planning (budgeting, goal setting, and short vs long term) 2) Organizing (chain of command, position description ,and qualifications) 3) Staffing (recruitment & training) 4) Directing (delegation, leadership, and responsibility) 5) Controlling (Reporting system, development of performance standards, and reward system) |
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Key Skills/Aspects in the work place (8) |
1) Interpersonal Skills 2) Communication Skills 3) Diversity Management (Diverse Workplace) 4) Technology Management 5) Decision Making 6) Organizational Politics 7) Managing Change 8) Motivation |
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Nature of the Sports Product |
Understanding the attributes and benefits of core product - Know how to promote it |
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Market of the Future |
Graying - Baby Boomers - Have money - Have time -- Millennials have neither (in comparison for the most part) |
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Psychographic |
The way a consumer: - thinks - feels - behaives |
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IOC Olympic Sponsorship |
Costs 194 million dollars each - just for the rings Only huge companies - American companies use it to penetrate foreign markets |
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Outfitting |
6 touch points Gives a brand a chance to dress players from head to toe |
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Types of Gift Giving |
Annual Giving: Broad based donors giving small sums yearly Major Gifts: Selective group of donors giving fewer (one-time) donations, endowments, or planned/differed (wills, stocks, or property) gifts |
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Property |
Term for platform to get corporate sponsors |
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Inventory |
Various marketing opportunities/assets to sell to clients |
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Fundraising |
Purposive process of soliciting and accepting monetary gifts, in-kind services, personnel, or materials to supplement (sport) organizations existing resources |
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Why are ticket sales a key revenue stream? |
They have a multiplicative effect on other revenue streams - Especially if there is no media coverage (minor league baseball) |
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Sports Business/Sales Tree Model |
Ticket Sales is the base of the tree Merchandise Sales and Food Service Concessions are the B2C branches Television Broadcast Rights Holders and Marketing Partnership are the B2B branches *Empty seats = Death of the tree* |
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Ticket Sales Personal Selling Formats |
Outbound Telemarketing, Inbound Telemarketing, Online Telemarketing, In-person Sales Calls |
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Outbound Telemarketing |
Using lists to contact potential buyers |
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Inbound Telemarketing |
Consumers calling the organization |
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Online Telemarketing |
Offering options over the internet |
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In-person Sales Call |
B2B |
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Personal Seat License (PSL) |
You pay for a "piece of real estate" in the stadium/arena |
