Sport Marketing

Front 1

What is Sport Marketing?

Back 1

-specific application of marketing principles and processes to sport products and to the marketing of non-sport products through association with sport

-consists of all activities designed to neet the needs and wantes of sport soncumers through exchange processes

Hint 1

sport to non-sport; needs & wants

Front 2

What are the two major thrusts of sport marketing?

Back 2

1. marketing of sport-sport itself

2. marketing through sport- nonsport product

Front 3

Why is sport marketing important?

Back 3

-sports is a growing industry- recreation sports increasing, spectator sport decreasing

-increasing competition- role of tv & struggles at grassroots level

-sport is 11th largest industry

Hint 3

grow... increase... how large?

Front 4

what is marketing myopia?

Back 4

-practice of defining a business in terms of goods and services rather than in terms of benefits customers seek

-not understanding customers

-no research/no idea

Front 5

what are some unique characteristics of sport product?

Back 5

-intangible and subjective
-personal and emotional identification
- simultaneously produced and consumed
-dependence on social facilitation
-inconsistent & unpredictable

Front 6

what are some unique characteristics of sport marketing?

Back 6

-organizations simultaneously compete and cooperate
-consumers are experts
-fluctuating demand (weather)
-universal appeal

Front 7

Who are consumers of sport?

Back 7

1. spectators
2. participants
3. sponsors

Hint 7

3 groups

Front 8

What is the sports product?

Back 8

-a good, service, or any combo of the 2 that is designed to provide benefits to consumer

ex: events(athletes, arena), goods(equipment, apparel, shoes, collectibles/memorobilia, licensed merchandise), personal training (sports information)

Hint 8

define and list 3 examples and then examples of the topics

Front 9

Who are the intermediaries?

Back 9

ownership, sanctioning bodies, sponsors, media, agents, sports equipment manufacturers

Hint 9

aka producers

6 examples... o,sb,s,m,a,se

Front 10

What is the Sports marketing mix?

Back 10

coordinated set of elements that sportsr organizations use to meet their marketing objectives and satisfy consumers needs

Front 11

What are the 5 P's?

Back 11

product strategies, pricing strategies, promotion strategies, place(distribution) strategies, public relations

Front 12

What are the 5 steps of developing a marketing strategy?

Back 12

1. visualize and position the organization in the market

2. clarify mission, vision, goals, objectives

3. Develop a marketing plan

4. integrate into broader, strategic allocation of resources

5. control and evaluate the plan's implementation (success is determined through consumers; modify plan; dont wait until season is over)

Hint 12

v&pcdic

Front 13

How do you analyze the market?

Back 13

-understand company's core vision and idealogy
-through SWOT, DBM, fad vs.trend

Front 14

Define vision

Back 14

who you are as on organization

Front 15

define mission

Back 15

where you are going

Front 16

Define goals

Back 16

Where you want to go

Front 17

Define objectives

Back 17

how you want to get there

Front 18

How do you develop a marketing plan?

Back 18

segmentation, target markets, positioning

Front 19

Define segmentation and list the types and purpose

Back 19

dividing large heterogenous market into more homogenous groups of people

ex. demographics, socioeconomic, psychographic, geographic, behavioral

purpose: specialization, concentration on specific needs of consumers

Front 20

Define target markets

Back 20

choosing the segment(s) that will allow an organization to most efficiently and effectively reach its marketing goals

Front 21

Define positioning

Back 21

fixing your sports entity in the minds consumers in the target market

Front 22

How does segmentation apply to sports?

Back 22

must understand different segments in order to market to them effectively

Front 23

What is the 80/20 rule?

Back 23

80% of a company's revenue comes from 20% of its customers

Front 24

How are consumers often segmented?

Back 24

demographic, sociographic, psychographic, geographic, behavioral

Front 25

What is the consumer escalator?

Back 25

different segments of consumers based on behavior

nonaware->misinformed->aware-->indirect consumer-->light users->moderate users->heavy users

Front 26

What is DBM and what sort of information goes in one?

Back 26

-Databased marketing system
-captures essential demographic, psychographic and product usage information on customers and potential customers
-CRM does the same thing but goes into more depth

Front 27

What are the 3 main sets of information gathered through market research?

Back 27

1. general market data
2. individual consumers data
3. data on competitors

Front 28

What is marketing research?

Back 28

systematic process of collecting, analyzing, and reporting information to enhance decision making throughout the strategic sport marketing process

Front 29

What are the steps in the marketing process?

Back 29

1. definition of problem/opportunity

2. choosing research design types

3. identifying data collection techniques

4. preparing final report

Hint 29

4 steps
dcip

Front 30

What happens in step one of the marketing process?

Back 30

research objective determined and proposal written

Hint 30

definition of problem/opportunity

Front 31

What are the three types of research design?

Back 31

1. exploratory
2. descriptive
3. causal

Hint 31

step 2

Front 32

What are types of data collection techniques and what are common problems?

Back 32

internal and external(primary and secondary)

common probs- sampling, reliability, randomness

Hint 32

Step 3

Front 33

What are the types of consumer studies?

Back 33

1. by industry segment(hs vs. pro)
2. by sport
3. by consumer demographics
4. by consumer activity(spending, watching tv, participation

Hint 33

4 types
is,s,cd,ca

Front 34

what 3 areas must you be aware of in order to understand a study?

Back 34

1. definition
2. method
3. sampling

Front 35

What is an example of a definition?

Back 35

golf example: 24.7 million people aged 12 & over played 1 round in 1996 which is a decrease from 24.8 million in 1990; fewer people may have played just one round of golf because they played multiple rounds instead

Front 36

What is an example of a method?

Back 36

surveys, observations, focus groups, interviews

Front 37

What is sampling?

Back 37

Take a smaller group to try and generalize to a larger population. random? stratified?

Front 38

BIRG

Back 38

Basking in Reflected Glory

Front 39

CORF

Back 39

Cutting off reflected failure

Front 40

Define Socialization

Back 40

-process by which individuals assimilate and develop the skills, knowledge, and attitudes and other equipment necessary to perform social roles
-two roles interaction between the individual and the environment
-never attend alone

Front 41

Define commitment

Back 41

frequency, duration and intensity of involvement in a sport, or the willingness to expend $, time, and energy in sport involvement
-moving up the escalator

Front 42

define involvement

Back 42

1. behavioral
2. cognitive
3. affective

Hint 42

3 types

Front 43

behavioral involvement

Back 43

hands-on doing, going to game

Front 44

cognitive involvement

Back 44

acquisition of information and knowledge about a sport

Front 45

affective involvement

Back 45

attitudes, feelings, and emotions that a consumer has about activity

Front 46

fan identification

Back 46

-personal commitment and emotional involvement with sports organization
-low, medium, high

Front 47

what are some factors that influence fan identification?

Back 47

1. team characteristics(win/losses)

2. organizational characteristics(management objectives, relocation)

3. affiliation characteristics(sense of community, built around team)

4. activity characteristics(attending events)

Front 48

environmental factors for sport consumers

Back 48

-significant others
- social and cultural norms
- social class structure
- race
- gender & sexuality
- climate & geography
-technology

Front 49

individual factors for sport consumers

Back 49

-self concept
- stage in the life or family cycle
-physical characteristics
-learning
-perception
- motivations
-attitudes

Front 50

fan motivation for spectating and participating

Back 50

-achievement and self esteem
- craft
- health and fitness
- fun and festival
- eros
- affiliation/community
- eustress, risk, gambling
- entertainment and escape

Front 51

what are the factors of fan motivation for spectating and participating?

Back 51

- competitive factors
- game attractiveness
- economic factors
- demographic factors
- stadium factors

Hint 51

cgeds