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44 Cards in this Set
- Front
- Back
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Products in the sport industry |
Goods, services, people, places or ideas |
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Sport Performance |
Sport offered to the public as a participation/ spectatorial product |
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Sport Production |
Products needed/ desired for sport performance such as equipment, apparel, facilities, medical care |
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Sport Promotion |
Product offered as tools to promote sport products |
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Factors in industry growth |
1. People 2. Activities 3. Sporting goods |
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What is sport marketing |
The process of designing and implementing activities for the production, pricing, promotion, and distribution of a sport product to satisfy the needs or desire of consumers and to achieve a companies objective |
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What are the segments of the sport industry |
1. Participation in sport 2. Spectator sports 3. Sporting goods. 4. Sponsorship 5. Athlete management 6. Facility and venue design 7. Sport law firms 8. Sport medicine |
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4 C's of Sport Marketing |
1. Consumer 2. Company 3. Competitor 4. Climate |
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4 P's of Sport Marketing |
1. Product 2. Price 3. Place 4. Promotion |
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Marketing management strategies |
1. Implementation 2. Management 3. Evaluation 4. Adjustment |
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Factors affecting marketing strategies |
1. Demographics 2. Psychographics 3. Geography 4. Product use and function 5. Behaviours |
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Company factors affecting marketing |
1. Marketing mix strategies 2. Finance 3. Strength/ Weakness 4. Market share 5. Positioning 6. Mission |
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Competitor factors affecting marketing |
1. Product/ Price/ Place/ Promotion 2. Trends 3. Strengths 4. Market share 5. Position 6. Industry |
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Climate factors affecting marketing |
1. Industry 2. Economic 3. Legal 4. Social 5. Community 6. Technology 7. Media 8. Political 9. Education |
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Why is research important in sport marketing? |
To gain relevant information needed or to solve a problem to inform decisions in the sport business |
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Purpose of sport marketing research |
To form a link between the consumer in the sport industry and the sport company |
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Marketing opportunities |
A chance for a sport company to capitalize on something that will most likely be positive for the company |
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Marketing threat |
Occurs when something will most likely have a negative effect on the sport company |
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Monitoring marketing performances |
To see if the efforts are performing according to the established goals |
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7-steps to marketing research process |
1. Define the objective 2. Locate existing relevant information 3. Consider hiring research company 4 4. Determine the research design 5. Conduct the study 6. Analyze the data 7. Use only knowledge |
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Primary sources of informtaion |
Sources from which information is gathered directly - studies |
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Secondary sources of information |
Sources that contain information that someone else committed and reported, published or collected |
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Research methods |
1. Surveys - in person 2. Obsevations 3. Interview 4. Focus group 5. Purchase behaviour 6. Test marketing 7. Other scientific research (lol) |
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World population and USA population |
7 Billion, 311 million |
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Segmentation |
Target specific groups and their characteristics and behaviours |
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The Segmentation Process |
1. Select a market or industry 2. Select one or more segmentation bases 3. Select specific variables for basis 4. Identify and define each segment 5. Select one or more as a target market 6. Develop a marketing strategy |
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Identifiability |
Segments must be identifiable and measurable |
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Sustainability |
Segments must be of a size large enough to justify marketing mix attention |
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Accessibility |
Segments must be reachable with the customized marketing mix |
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Responsiveness |
Segments must respond to a marketing mix customized to that segment |
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Demographic variables |
1. Age 2. Gender 3. Relationship status 4. Income 5. Occupation 6. Education 7. Race 8. Nationality |
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Psychological variables |
1. Personality 2. Physiological 3. Psychological 4. Lifestyle 5. Desire 6. Freedom |
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Consumer decision making process |
1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase 5. Post purchase behavior |
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Types of business consumers |
1. Manufactures 2. Resellers 3. Retailers 4. Sport governing bodies 5. Institutions 6. Media sport enterprises |
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Bases for business segmentation |
1. Geographic location 2. Customer type 3. Customer size 4. Product use 5. Purchase criteria |
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Sport performance segment |
1. Athletics 2. Private business sport 3. Tax supported sport 4. Memership supported 5. Non-profit sport organization 6. Sport education 7. Fitness and sport firms |
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Sport Production Segment |
1. Outfitting products 2. Performance production |
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Sport promotion segment |
1. Professional membership products 2. Promotional events 3. Media 4. Sponsorship 5. Endorsement |
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Positioning in the sport product business |
Marketers try to create and image or identify in the minds of their target market for its product, brand or organization |
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Positioning process |
1. Identify market preferences 2. Identify current positioning process 3. Does current strategy 4. Develop positioning strategy |
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Web 1.0 |
Referred to as the static websites resulting in a one way flow of communication |
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Web 2.0 |
A collection of open-source interactive and user controlled online applications expanding the experiences |
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Tips for successful Social Media |
1. Offer links to other websites 2. Customize your page 3. Be open and honest 4. Tell your story |
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Legalities of social media in sport marketing |
1. Sport marketers should be aware of rules and regulations 2. Protect trademarks |
