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11 Cards in this Set
- Front
- Back
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Sales Techniques
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-telemarketing
-direct mail -personal selling |
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Sales Methods
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-benefit selling (creating new benefits)
-after market (lifetime value of customer) -up-selling -eduselling |
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Why Have Sponsorships Grown?
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-provide better access to target markets
-provides an alternative to high media costs -circumvents bans on tabacco and alcohol -understands consumer acceptance of commercialization -takes advantage of increased media interests |
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What is Sponsored?
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-team (common at all levels)
-sports (less sponsorship clutter) -events (high profile for short term) -athlete (credible but risky) -facility (naming rights) |
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Sports Property Benefits
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-provides revenue for expenses
-provides in-goods and services -provides added promotional activities |
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Direct Sponsorship Objectives
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-increase sales
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Indirect Sponsorship Objectives
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-general awareness
-meet competitive threats -reaching new target markets -hospitality/relationship building -image building |
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Sponsorship Pricing
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1. determine the cost of tangible features (cost + cost per exposure)
2. determine the cost of intangible features (prestige, irreconcilability 3. establish discount policies |
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Sponsorship Issues
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-alcohol, tabacco and gambling
-labor issues -ambush marketing -clutter |
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Sponsorship Issues with College
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-commercialization
-academic integrity -institutional image |
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Why Sponsorships Have Grown
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-provides better access to target markets
-provides an alternative to high media costs -understands consumer acceptance of commercialization -takes advantage of increased media interest |
