Sport Promotion Flashcards

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