Terms : Hide Images
| 2557893620 | Sport Marketing | sport marketing consists of all activities designed to meet the needs and wants of sport consumers | 0 | |
| 2557897206 | Marketing myopia | lack of foresight in marketing ventures, accepting short term gains, but in doing so risk long term success | 1 | |
| 2557907734 | what elements of sport make it a unique product to market | It is subjective meaning one person may be attending for entertainment while another is there to watch the event. Fans have a strong personal and emotional connection to team. Sports are inconsistent and unpredictable | 2 | |
| 2557972603 | Five P's of marketing mix | product, price, place, promotion, public relations | 3 | |
| 2557974996 | Dayton Dragons SWOT analysis | S: Outstanding customer service W: Economic struggles of Dayton area O: Moving to Dayton with clean slate T: Other major league teams in area | 4 | |
| 2557991785 | Five strategic steps of marketing plan process | 1. develop vision, position, and purpose 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 plan | 5 | |
| 2558224731 | why is price a critical element of sport marketing mix | 1.prices can be readily changed 2.in certain marketing conditions (elastic demand) price is an effective tool 3. price is highly visible and always on the costumers mind | 6 | |
| 2558234214 | what does cost mean to a sport consumer and is it same meaning as price? | cost is not the same as price. price of ticket is part of total cost to attend event. | 7 | |
| 2558237900 | variable pricing | prices are set in different scales based on certain factors. Prices are locked in and cant be changed during the season | 8 | |
| 2558241632 | Dynamic pricing | allows prices to change daily or hourly based on demand for that game. Demand goes up price goes up, demand goes down price goes down | 9 | |
| 2558257200 | aftermarketing | relationship between marketer and customer after all marketing and sales efforts have been completed, a purchase has been made, and a prospect becomes a customer | 10 | |
| 2558266517 | perceptual disstortion | occurs when receiver of message interprets message differently than intent of sender | 11 | |
| 2558354305 | explicit mode | I endorse this product | 12 | |
| 2558356145 | implicit mode | I use this product | 13 | |
| 2558358991 | imperative mode | you should use this product | 14 | |
| 2558360962 | copresent mode | celebrity merely appears in ad with product | 15 | |
| 2558363825 | socialization | process by which people assimilate and develop the skills, knowledge, attitudes, and other "equipment" necessary to perform various social roles | 16 | |
| 2558369283 | behavioral involvement in sport | hands-on doing, includes participating in sports and activities of fans at a venue, at home, or mobile device | 17 | |
| 2558372605 | cognitive involvement | acquisition of information and knowledge about a sport | 18 | |
| 2558377078 | affective involvement | attitudes, feelings, and emotions that a consumer has toward an activity | 19 | |
| 2558382437 | commitment in a sport | refers to the frequency, duration, and intensity of involvement in a sport, or the willingness to expend money, time, and energy in a pattern of sport involvement | 20 | |
| 2558394138 | syndicated data (less expensive, might be less specific) | refers to data that have been collected, organized, and repackaged for consumption | 21 | |
| 2558398077 | custom research (more expensive, but more specific) | refers to any situation in which researchers customize and implement a methodology for obtaining data | 22 | |
| 2558402922 | quantitative data | surveys are a good example of quantitative data...any research with measurable results | 23 | |
| 2558406880 | qualitative data | less measurable answers...typical qualitative data includes guessing emotions of fans or gauging the amount of enjoyment they are experiencing | 24 | |
| 2558414581 | Four basics of segmentation | state of being (demographics) state of mind (psychographics) products benefits products usage | 25 | |
| 2558420261 | state of being segmentation (demographics) | geography, age, income, education, gender, sexual orientation | 26 | |
| 2558424022 | state of mind segmentation (psychographics) | assumes consumers may be divided by personality traits; by lifestyle characteristics such as attitudes, interests, and opinions, and by preferences and perceptions | 27 | |
| 2558433949 | products benefits segmentation | purchase decisions based on consumer needs | 28 | |
| 2558437475 | products usage segmentation | breaking consumers down into "heavy users" , "medium users" , and "light users" 80-20 rule -->80% of market consumption comes from 20& of consumers | 29 | |
| 2558446658 | sport product | complex package of the tangible and intangible | 30 | |
| 2558449098 | core product composed of six components | 1. game form (rules and techniques) 2. players (star power) 3. fan behavior 4. equipment and apparel 5. venue 6. personnel and process | 31 | |
| 2558454799 | product extensions | compliment the core product and can have life of its own -memories -novelties and fantasies -tickets, programs, other print media -hybrid products and electronic products -the organization | 32 | |
| 2558462343 | branding | -starts with a brand which includes name, logo, and symbols associated with the sport organization -what a customer thinks of when they see the marks of a particular brand -consumers base feelings on experiences they had while consuming sport | 33 | |
| 2558471818 | benefits of positive brand equity | -increased revenue from ticket sales and merchandising -also typically results in larger viewing audiences for events -winning isnt the only important factor in creation of brand loyalty | 34 | |
| 2558481009 | how to build brand equity | -relationship marketing is central to develop loyal customers -create strong positive emotional connections | 35 |
