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Sport Marketing Exam Ch. 1-6 Flashcards

Mullin, Hardy, Sutton

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2222686193Sport MarketingConsists of all activities designed to meet the needs and wants of sport consumers through exchange processes0
2222689752Marketing WITH/THROUGH Sport-Manufacturer -Product -Service -Country1
2222691971Marketing OF Sport-Federation -League -Team/Club -Event2
2222693577Sport Producers-Producers of investment goods (facilities and equipment) -Producers of consumer goods (sport apparel, nutrition)3
2222709536Sport Services-Services with ACTIVE sport consumers (profit and non-profit) -Services with PASSIVE sport consumers(events,media) -Consulting and mediation services (agencies)4
2222716053Sport Product-Intangible, ephemeral, experiential, and subjective nature -Strong personal and emotional identification -Dependence on social facilitation. - Inconsistency and unpredictability. - Core-product control beyond marketer's hands.5
2222722781BIRGingBasking in reflected glory (we won)6
2222724509CORFingCutting off reflected failure (they lost)7
2222728768Sport Market-Many sport organizations simultaneously compete and cooperate (coopetition) -Sport has a universal appeal8
2222767129Sport Financing-Pricing the individual sport product unit by traditional job costing is difficult -The price of the sport product is invariably small in comparison with the total cost paid by the consumer -Indirect revenues are frequently greater than direct operating revenues (media and sponsors).9
2222813193Sport Promotion-The widespread media exposure is a double-edged sword (free promotion thru newspapers ect) - Media and sponsors emphasize celebrities10
2222817263Marketing Communications (Above the line 'classics')-Ads -Sales Promotions -Public Relations -Exhibitions11
2222822276Marketing Communications (Below the line 'non-classics')-Events -Product placement -Sponsoring -Customer Clubs -Employee Communications12
2222833921Goods-Dominant Logic- Purpose of economic activity is to make and distribute units of output, preferably tangible (i.e. goods) -Goal is to maximize profit through the efficient production and distribution of goods - goods should be standardized, produced away from the market, and inventoried till demanded -Firms exist to make and sell goods13
2222841553Service-Dominant Logic-See value as always co-created -Value-in-use / value-in-exchange -See goods as appliances for service delivery. -Implies all economies are service economies. -All businesses are service businesses14
2222845817Co-creationis a management initiative, or form of economic strategy, that brings different parties together in order to jointly produce a mutually valued outcome.15
2222852780Strategic Marketing ManagementThe development of a comprehensive, strategic, and creative marketing plan. This plan must involve a process that combines both strategy (the big picture) and tactics (the details of a plan)16
2222885782Strategic Marketing Management Process:1. Develop Vision, Position, and Purpose (Establishing the Organization's Direction) 2. Develop Strategic Goals and Objectives 3. Develop a Ticket Marketing, Sales, and Service Plan 4. Integrate the Marketing Plan into a Broader, Strategic Resource Allocation 5. Control and Evaluate Implementation of the Plan17
2222898597Develop Vision, Position, and Purpose-SWOT analysis -Macro environmental factors (e.g. political, legal, economic) -Micro environmental factors (e.g. finance, HR, knowledge) -Industry analysis (e.g. customers, suppliers, competitors)18
2222906984Develop Strategic Goals and Objectives-identification of strategic options -Corporate-level (getting bigger or getting smaller?) -Business-level (differentiation / cost leader / focus) -Functional-level (implementation into functional areas) -production, marketing, R&D, accounting, finance, HR, etc19
2222908427Develop a Ticket Marketing, Sales, and Service Plan-Market Segmentation and Determining Key Targets -Market Development Using the Escalator Concept -Product Development and Positioning -The P's in the Sport Marketing Mix20
2222911393Integrate the Marketing Plan into a Broader, Strategic Resource Allocation-Include research and input from all the key stakeholders (Ticket buyers, users, partners / sponsors, media, rights holders, community, etc.) -Support from senior and middle managers -Input from program directors21
2222915717Control and Evaluate Implementation of the Plan-Continuous monitoring and evaluation of the activities and performance, e.g. - financial measures - stakeholder satisfaction - value measurement -Feedback for changes and adjustment -Trend analysis (social, political & legal, economic, technological, geographic factors)22
2222951378Escalator ConceptSport organizations should invest first in nurturing existing consumers. Second is focusing on casual fans to make them more avid fans. Finally create new fans. -Retain -Grow -Acquire23
2223038875Paradigm of Consumer Behavior Research• Who? Who takes part in the decision making process? • Buys what? Which products and services are purchased? • Why? Reasons, motivations, utility expectations? • How? Decision Making process itself? • How much? Amount of products and services? • When? Time of purchase and frequency of purchase? • Where? Choice of location / supplier?24
2223048271Consumer Behavior-Individual Factors -Influences by social groups25
2223051264Individual Factors-Motivation -Perception -Attitude -Learning -Emotion -Self-Concept -Social Identity26
2223054113Influences by Social Groups-Reference Groups -Socialization Process -Subcultures in Sports27
2223067462Understanding the Sport Consumer1.Involvement 2.Identification 3.Loyalty28
2223076483Situational Factors-Physical surroundings -Social surroundings -Task requirements / Problem solving requirements -Temporal perspective (time pressure, Season, ...) -Antecedent states (Mood, Budget, Tiredness, Illness, ....)29
2223078371Internal Factors-Motivations -Perceptions -Attitudes -Experiences -Involvement -Identification30
2223082198External Factors-Reference groups -Socialization -Subcultures -Marketing Efforts31
2223085191Environmental Factors-Significant Others -Cultural Norms and Values -Class -Race and Ethnicity -Gender and Sexuality -Culture in the Global Marketplace -Market Behavior32
2223088255SOR (Stimulus Organism Response)-Stimulus=Offer -Organism=Attitude (feeling, thinking, acting) -Response=Action33
2223109121Decision Making Process1. Need of recognition 2. Information seeking 3. Evaluation of alternatives 4. Purchase 5. Post-purchase Evaluation(cognitive dissonance, satisfaction) -Repurchase -Recommendation34
2223119271Syndicated dataSecondary Data (US Census, demographics ect)35
2223124562Custom ResearchPrimary Data36
2223126654Quantitative Research-Online -Intercepts (interviewing respondents in person) -Telephone (calling a respondent to administer a survey) -Direct Mail (print and mail surveys, return envelope with postage, enter data manually into a system for data analysis)37
2223130696Qualitative Research-In-Depth Interviews -Focus Groups -Ethnography (observing respondents in their real-life environment) -Videography (a form of visual anthropology encompassing the collection, analysis, and presentation of visual data)38
2223137122Business to Business Research- B2B-Corporate Partners -Vendors -Premium seat holders39
2223150314Market Research Process1. Defining the problem 2. Choosing the research design type 3. Identifying data collection methods 4. Designing data collection forms 5. Collecting, analyzing, and interpreting 6. Preparing the research report40
2223173506Market SegmentationThe process of dividing a large, heterogeneous market into more homogeneous groups of people, who have similar wants, needs, or demographic profiles. -Primary goals: Maximize customer satisfaction and maximize market response. -Pre-requisites: Indentifiability, accessibility, and responsiveness of potential segment41
2223188508Socio-Demographic1. Age 2. Gender 3. Family size 4. Income 5. Profession 6. Education 7. Religion 8. Ethnicity42
2223191025Psycographic1. Social Class 2. Lifestyle 3. Personal Characteristics - Needs - Attitudes - Interests - Opinions - Willingness to pay43
2223204479Four Bases of Segmentation1. State of being 2. State of Mind 3. Benefit 4. Usage44
2223208898State of Being-Geography -Age -Income -Education -Gender -Sexual Orientation -Race and Ethnicity45
2223212276State of Mind-Innovators -Thinkers -Achievers -Experiencers -Believers -Strivers -Makers -Survivors46
2223215119Benefit-Depend on the motivation of the customers -Product benefits differ between "competitive runners"- "intermediate tennis player" - "casual sneaker customer47
2223217779Usage-Primarily focuses on the heavy users -80-20 Rule ( 80% of market consumption comes from 20% of the consumers)48
2223245057Sport Product (ch. 6)Complex package of the tangible and intangible49
2223257157Sport Product- Core-Game Form (rules and techniques) -Players, Coaches, and Owners (star power) -Fan Behavior -Equipment and Apparel -Venue -Personnel and Process50
2223262143Sport Product- Extensions-Memories -Novelties and Fantasies -Ticket, Program, and other materials -Hybrid Products / Electronic Products51
2223266626Sport Product Strategies- Differentiation (Nike vs. Reebok / NFL vs. MLS) - Product Development(Cavaliers move from Richfield Coliseum near Akron to Gund Arena in downtown Cleveland) - Product Position(Repositioning Harlem Globetrotters) - Brands and Branding ("Any damn fool can put on a price reduction, but it takes brains and perseverance to create a brand.", David Ogilvy) - Product and Brand Cycles(NFL - MLB - NBA - NHL - MLS)52

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