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136 Cards in this Set
- Front
- Back
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Sport Marketing
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To succeed in sports marketing you need to understand both the sports industry and the specific application of marking principals and processes to sports contexts. *Marketers MUST see sport as ENTERTAINMENT*
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marketing mytopia
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practice of defining a business in terms of goods and services rather than in terms of the benefits sought by customers.
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How do you eliminate marketing mytopia?
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focus on meeting the needs of consumers rather than producing and selling sports products.
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marketing orientation
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concentrating on consumer plus providing a sport product that meets consumer needs while achieving the organizations objectives.
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What are the three components to be "market oriented"?
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1. intellegence generation - analyzing/anticipating consumer demand ( market research, politics)
2. intellegence dissemination- sharing information gathered, to share it with other people 3. repsonsiveness- acting on information gathered to make decisions such as designing new products or developing promotions that appeal to consumer. |
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What is an example of non-marketing oriented?
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minor league baseball
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How much money does the sport industry generate?
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over 200 billion dollars a year
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What would be some competitors of SUNY Cortland Football?
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Syracuse Orange, Ithaca Bombers, bars, and parks
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customer
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buying things
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consumer
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you drinking a pepsi
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How do we look at the industry in different terms?
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attendance, media coverage, employment, and global markets
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What three components make up the supplier relationship?
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consumer to products to producers/intermediates
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What are some examples of a consumer?
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spectator, participant, corporate
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What are some examples of products?
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events, sporting goods, personal training, sports information
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What are some examples of producers?
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ownership, sponsors, media, agents, equipment manufactures
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unorganized sport
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activities people engage in that are not sanctioned or controlled by an external authority (skateboarding,pick up games)
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In 2007, Americans spent ____ billion dollars on exercise equipment.
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5.4
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organized sporting events
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events that are sanctioned by authorities such as leagues (2 types of amateur + professional)
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amateur sport
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players do not receive a pension
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professional sport
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minor/major league status
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How do we look at the industry in different terms?
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attendance, media coverage, employment, and global markets
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What three components make up the supplier relationship?
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consumer to products to producers/intermediates
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What are some examples of a consumer?
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spectator, participant, corporate
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What are some examples of products?
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events, sporting goods, personal training, sports information
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What are some examples of producers?
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ownership, sponsors, media, agents, equipment manufactures
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unorganized sport
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activities people engage in that are not sanctioned or controlled by an external authority (skateboarding,pick up games)
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In 2007, Americans spent ____ billion dollars on exercise equipment.
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5.4
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organized sporting events
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events that are sanctioned by authorities such as leagues (2 types of amateur + professional)
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amateur sport
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players do not receive a pension
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professional sport
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minor/major league status
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sports sponsorship
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consumer is exchanging money or product for the right to associate it's name or product with a sporting event
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What are some positives of a sport sponsorship?
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increase public awareness
spending is increasing each year increase sales |
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sport product
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good,service, or any combination of the two
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good
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tangible, physical products that offer benefits to consumers
Example: equipment, apparel, shoes |
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service
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intangible, non physical products
Example: the game itself, ice skating lessons |
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athletes
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participants engaged in organized training
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What are the four categories of sports products?
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1. Sporting Events
2. Sporting Goods 3. Personal training for Sports 4. Sports information |
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licensing
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practice where a sport marketer contracts with other companies to use a brand name, logo, symbol, or characters.
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body-mind continum
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based on notion that some sport products benefit consumer minds, while other products act on consumer bodies
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sanctioning bodies
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market, create and enforce rules, determine time or place of a product
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sports marketing mix
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product/service strategies, pricing decisions
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What are the different components of the "sports marketing mix"?
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product strategy, service planning, distribution issues, promotion strategies
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Who did REDBOX originally team up with?
After that? |
McDonalds
Coinstar |
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strategic sport marketing process
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planning, implementing, and controlling marketing efforts to meet organizational goals to satisfy customer needs
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satisfaction = ______ - ______
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satisfaction = BENEFITS - COSTS
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satisfaction
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satisfaction increases, sales increase
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benefits
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things that enhance or promote well-being, happiness, solve consumer needs
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costs
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not made of money
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revenue= ______ x _______
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revenue = MARKETS x CONSUMPTION
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customer v. consumer marketing
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they use both satisfaction, and revenue equations, FOCUS on marketing goals!
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unpredictability
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consumer's interpretation
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No ______ ______ is better than another. However one may be more appropriate than another for a specific sports organization in a particular environment.
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No MARKETING STRATEGY is better than another. However one may be more appropriate than another for a specific sports organization in a particular environment.
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contingency framework for strategic sports marketing
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system for understanding plus managing the complexities of the sports marketing environment
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market selection decision
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used to segment markets, choose the target consumers, and position sports product against the competition
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_____ ______ is the first step to a successful marketing program.
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EFFECTIVE PLANNING is the first step to a successful marketing program
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external contingencies
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influences outside the organization that effect the marketing process
(chart on page 39) |
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internal contingencies
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influences within the organization
examples: mission of organization, goals, structure plus systems |
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marketing mix
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developed and integrated to meet identified sport consumer needs
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vision
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long-term road map of where an organization is headed, it creates a purpose
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REFER TO NOTES:
Strategic Sports Marketing Process |
planning phase, implementation phase, control phase
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mission
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written statement about organizations present situation
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financial objectives
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growth revenue, increase profit, improved return on investments
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strategic objectives
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increased market share, enhanced community relations efforts, superior customer service
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goal
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undefined and vague
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SMART objectives
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specific, measurable, attainable, realistic, time bound
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What is an example of a SMART objective?
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Increase ticket sales by 5% over the next year
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suitability
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must follow the direction of the organization and support the organizations business vision plus mission
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acceptability
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goals plus objectability must be agreed on by all levels of organization support from the top to bottom
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flexibility
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cannot be two rigid, must have control throughout program
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motivating
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reachable but obtainable
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understandability
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terms that are clear and simple
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participation
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all those involved have input
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linkage
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must be congruent to organizations direction
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organizational culture
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shared values and assumptions of organizational members that shape the identity plus establish preferred behaviors in a organization
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_____ ____ is the death of ticket sales.
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SINGLE SEAT is death of ticket sales
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physical environment
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natural resources and other characteristics of the natural world, the way a region dictates sport
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demographics
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observing and monitoring population trends, size of markets, shifts in ethnic groups
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discretionary income
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portion of income that the consumer retains after taxes and purchasing necessities
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Firms that are attempting to continually acquire information on events occurring OUTSIDE the organization, so it can be identified and interpret potential trends are ________ ________.
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environmental scanning
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SWOT analysis
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strengths, weaknesses,opportunities, and threats
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PEST analysis
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political,economical,sociocultural,technological
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market research
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systematic process of collecting, analyzing plus reporting information to enhance decision making throughout the strategic sport making process
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This is the tool for understanding customer needs.
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market research
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The role of ______ ______ is what we want to know, how do we know, and when we get the answers, what do they tell us?
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market research
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Finding the right question, collecting answers, and analyzing this is what type of research?
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market
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What are the four steps to market research process?
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1.Planning
2. Research design type 3. Data collection method 4. Designing data collection for |
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This requires the researcher to specify what information is needed to assist in either solving problems or identifying.
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problem ( part of market research process )
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describe various types of information that is needed to address problem or opportunity.
It is information the organization wants and why. |
research objectives
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research proposal
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statement that shows what question is, how,why, and when it's going to be done
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Framework for a study that collects and analyzes data.
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research design ( part of market research process )
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exploratory design
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useful when research problems are not well defined
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descriptive design
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more clearly defined and describes the characteristics of a targeted group by answering questions such as who,what when, and how often
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casual design
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explores relationship between a dependent and independent variable
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secondary data
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collected for another purpose, cheaper
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primary data
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collected to specifically answer research question
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Government reports such as the census, and chamber of commerce are examples of _______ _____.
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secondary data
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Book, journals, periodicals are examples of ______ _____.
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secondary data
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merchandise sales data, attendence figures, complaint calls are examples of ________ _____.
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secondary data
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Interviews, focus groups are both examples of ________ _____ and is (qualitative or quantitative ) data.
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primary data , qualitative
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Size of market, purchase behaviors, data of future trends are all examples of ______ ______ _____.
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general market data
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Name some data you would take on past, present, and future customers.
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names, addresses, emails, phones numbers, frequency of purchases, pattern of consumption
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Price lists, product lines, promotional strategies, description of services are things you would look about ________ .
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competitor
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In a ___________ ______ you need to determine a form of response, either open-ended or closed-ended.
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questionnaire design
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In a questionnaire design, questions should not be....
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lengthy, ambiguous, double barreled, lack specificity, technical in matter
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Describe some physical characteristics of a questionnaire...
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-look simple and easy to fill out
-have subheading for the various sections -provide simple and easy to understand intructions |
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participant consumption behavior
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actions preformed when searching for participating in and evaluating the sports activities that consumers believe will satisfy their needs
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________ _______ constitute a large and growing market in the United States, and internationally.
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sports participants
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What are the five steps to the decision making process?
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1. Problem recognition
2. Info search 3. Evaluation of alternatives 4. Participation 5. Post- Participation Evaluation |
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_______ ___________ is a result of a discrepancy between desired state and an actual state.
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problem recognition
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Internal sources in the decision making process are....
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own experiences or memories
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External sources in the decision making process are.....
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personal sources, marketing sources, and experimental sources
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__________ ________ is the buyers remorse, doubts or any about the wisdom about the purchase.
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cognitive dissonance
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Decision making process influences _________ or ___________ processes. This affects personality, motivation, learning, perception, and attitudes.
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Decision making process influences INTERNAL or PSYCHOLOGICAL processes. This affects personality, motivation, learning, perception, and attitudes.
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Personal improvement, sport appreciation, and social facilitation are relate to ___________.
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motivation
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Self actualization, ego, social, safety, and physiological are all apart of the ________ _________ ___ ______.
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Self actualization, ego, social, safety, and physiological are all apart of the MASLOW HIERARCHY OF NEEDS.
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What is the order from bottom to top in Maslow's hierarchy of needs?
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Physiological
Safety Social Ego Self-actualization |
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________ is the complex process of selecting, organizing and interpreting stimuli such as sport.
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perception
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__________ ________ is the focus on personal needs and attitudes.
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selective attention
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Each participant brings a unique set of experiences, attitudes, and needs that affect the perceptual process is called _________ _______.
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selective interpretation
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________ ________ is the tendency to remember only certain information.
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selective retention
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A relatively permanent change in response tendency due to effects of experience.
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learning
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________ are learned thoughts, feelings, and behaviors toward a given object.
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attitudes
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cognitive component
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beliefs, might be wrong or right
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affective component
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based on feelings or emotional reactions
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behavioral component
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based on participants to change
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________ is a set of learned values, beliefs, language, traditions and symbols shared by people passed down from generation to generation
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culture
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______ _____ are homogenous division of people in a society sharing similar values, lifestyles.
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social class
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________ _______ are individuals who influence the information attitudes and behaviors of other group members.
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reference groups
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Temporary aspects that affect popular is an example of a...
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situational factor
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Social surroundings, who we are with is an example of a ....
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situational factor
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________ _______ is perceived interest in an personal importance of sports to an individual attending sporting events or consuming sport.
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sports involvement
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___ __________ is the personal commitment and emotional involvement consumers have to a sport organization.
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fan identification
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___ _________ is a social fan, attracted to atmosphere of the game, promotions.
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low identification
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___ _________ is someone who identifies with a team for a short time period.
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medium identification
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____ _________ is a long term commitment, team loyalty
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high indentification
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List the steps of the escalator model. (7)
Hint: 3 of the steps are non consumers. THINK BOSTON CELTICS fan base, and WASHINGTON REDSKINS. |
Nonaware
misinformed aware media consumer light consumer medium consumer heavy user |
