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18 Cards in this Set
- Front
- Back
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What is Sport Marketing |
Consists of all activities designed to meet the wants and needs of a sport |
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2 major thrusts of sport marketing |
Marketing of sport products and services to the consumer directly
Marketing of other consumer and industrial products or services through sport promotions |
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Marketing Myopia |
Focusing more on producing and selling goods rather than satisfying the wants and needs of the consumer |
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Aspects of sport product |
Playful competition Separation from normal space and time Regulation by special rules Physical prowess and physical training Special facilities and equipment |
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SWOT |
Strength Weakness Opportunities Threats |
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Elements of a sport product |
Intangible, ephemeral, experimental and subjective Strong personal and emotional identification Simultaneous production and consumption Dependence on social facilitation Inconsistency and unpredictability Core product control |
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Marketing management process |
Visualize and position Develop objectives Develop marketing plan Integrate marketing plan Control and evaluate all elements |
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Important elements of a marketing plan |
Marketing segmentation and key targets Marketing development using escalator concept Product development 5 P's of marketing |
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Escalator concept |
Involves increasing the level of fans sport consumption. Non-consumer to heavy user. More profitable to. Focus on current consumers |
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5 P's of marketing |
Price Place Product Promotion Public relation |
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3 aspects of becoming a sport consumer |
Socialization Involvement Commitment |
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Consumer behavior affects |
Environmental Individual |
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Environmental Affects |
Family Friends Coaches Race Gender Social class |
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Individual Affecrs |
Self concept Learning Motivation Attitude Family cycle Stage in life |
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3 types of sport consumer involvement |
Behavioral Cognitive Affective |
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Behavioral |
Hands on experience |
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Cofnitive |
Acquiring knowledge and information about sport |
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Affective |
Attitudes Feelings Emotions |
