KIN 3801
Fall 2015 Engemann
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| 2991544588 | Objectives of Sport Marketing | ..... | 0 | |
| 2991545691 | 1) To understand the market forces that create what in the sport industry? | the need for marketing strategies | 1 | |
| 2991568828 | 2) To understand__ __ and other obstacles to successful marketing strategy | "marketing myopia" | 2 | |
| 2991571451 | 3) To recognize the __ of the sport product and of the sport industry | components | 3 | |
| 2991583013 | 4) To recognize the factors that make sport marketing a what? | unique enterprise | 4 | |
| 2991589116 | All marketing activities are designed to do what through an exchange process? | meet the wants and needs of sport consumers | 5 | |
| 2991608428 | Sport consumers are involved in sport through what things? | playing, officiating, watching, listening, reading and collecting | 6 | |
| 2991611634 | Major Thrust of Sport Marketing | 1) The marketing OF sport products to the sport consumer 2) The marketing of sport and non-sport products THROUGH sport | 7 | |
| 2991650219 | What is the size of the American Sport Industry? | -$498 billion (Plunkett Research) -36.9 billion spent on spectator sports (2014) -$20.6 billion spent on advertising alone (2014) | 8 | |
| 2991654376 | Competition is the nature of sport | -Fighting for discretionary consumer dollars -Fighting for "eyeballs" | 9 | |
| 2991685650 | What was the stress of getting population to games and so forth? | Grassroots stress | 10 | |
| 2991689646 | Current Issues and Topics | 1) Media Rights Growth (Power shifts to rights, holders, & sponsors) 2) Globalization of Major Sports Properties (Global NBA growth in the 90s/00s) 3) Branding (Brand Management/Development growth) 4) Advances in Product Distribution (In Venue Ticket Sales) 5) Current Economic Implications | 11 | |
| 2991782359 | Marketing Myopia | 1) a focus on producing & selling goods and services 2) the belief that winning absolves all other sins 3) confusion between promotions and marketing 4) ignorance of competition inside & outside the sport | 12 | |
| 2991798431 | Marketing Myopia (cont.) | 5) short-sighted focus on quick-return price hikes or investments such as sponsorships 6) poor quality research 7) poor sales and service 8) arrogance & laziness 9) failure to adapt to industry, market, consumer change | 13 | |
| 2991823357 | Change in the Sport Profession | 1) Sport marketing pioneers paving the way -Bill Veeck, Tex Rickard, Mark McCormack, Don Canham, David Stern 2) Improvements in sales training & methodology 3) Institutionalized sport marketing knowledge & training 4) Broadening diversity | 14 | |
| 2992444035 | Unique Nature of Sports | 1) Sport product 2) market 3) finance 4) promotion | 15 | |
| 2992450396 | Sport Product Characteristics | 1) Playful competition, typically in some game form 2) A separation from "normal" space and time 3) Regulation by special rules 4) Physical prowess & physical training 5) Special facilities and special equipment | 16 | |
| 2992457624 | Uniqueness of the Sport Product | 1) Intangible, ephemeral, experiential, & subjective in nature 2) Simultaneous production & consumption 3) Dependence on social facilitation 4) Inconsistency & unpredictability 5) Core product beyond marketers' control | 17 | |
| 2992467483 | Uniqueness of the Sport Market | 1) Sport organizations simultaneously compete & cooperate 2) Sport consumers consider themselves experts 3) Demand tends to fluctuate widely 4) Sport has an almost universal appeal & pervades all elements of life | 18 | |
| 2992484382 | Uniqueness of the Sport Finance | 1) Pricing the individual sport product unit by traditional job costing is difficult 2) The price of the sport product itself is invariably quite small in comparison to the total cost paid by the consumer 3) Indirect revenues are frequently greater than direct operating revenues (media & sponsor revenue/tv & marketing right fees) | 19 | |
| 2992495209 | Uniqueness of The Sport Promotion | 1) Pros & Cons of widespread media exposure -Benefits: "free" exposure in place of paid impressions -Drawbacks: Leads to expectations & disconnect with fans 2) Media and sponsors tend to emphasize celebrity -difficult in managing organizational identity when players' egos are problematic | 20 |
