| Question |
Answer |
| The process of planning, pricing, promoting, selling and distributing products |
Marketing |
| Ideas, Goods and Services |
Traditional Marketing Products |
| Goods, Services and Entities |
Sport Marketing Products |
| Recognized sports televised in prime time had to be more than sport, but also entertainment |
Roone Arledge |
| Marketing sporting products to sport consumers |
1st Thrust |
| Marketing other consumer products through sport promotions |
2nd Thrust |
| Evolution of Sport Broadcasting, Product Extensions/Promotional Strategies, Growth of Sport Sponsorship and Birth of Research in Sports Marketing |
4 Historical Developments in Sports Marketing |
| People have wants/needs which are satisfied with products. Marketing creates the demand for these products |
The Big Picture |
| Recognized the success and profitability of a franchise can not depend on the success of the team to generate capacity crownds |
Bill Veeck |
| People Want To Be Entertained, Promotions Must Create Conversation Afterwards, People Want A Great Atmosphere |
Veecks 3 Philosophies |
| The aquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation |
Sponsorship |
| The earliest pioneer in sports sponsorship; 1st marketer to capitalize on the term "official" |
Albert Spalding |
| Started endorsement deals; Created IMG, the first sport marketing agency |
Mark McCormack |
| Taking endorsement deals to a new level; extremely successful packaging the brand, product, advertising, and athlete into one personality |
Nike |
| People identify with sports; they have a personal commitment and emotional involvement with sport organizations |
Fan Identification |
| Increasingly difficult for sponsors to be recognized and achieve the benefits of sponsorship |
Cluttered Marketplace |
| Credited with formalizing research in the sport industry |
Matt Levine |
| Doing something for the organization and recieving a free item |
Audience Audit |
| Discussion groups with 8 to 12 people with similar characteristics discussing a predetermined sports topic |
Focus Group |
| Interviews in heavy traffic areas such as malls; use a visual aid and the interviewee's reaction to it |
Pass-By Interviews |
| The controllable variables a company puts together to satisfy a target group |
Marketing Mix |
| Product, Price, Place, Promotion |
The 4 P's of Marketing |
| Choosing what to sell |
Product |
| What is exchanged for the product |
Price |
| Getting it into the customer's hands |
Place |
| How the customer will be told about the product |
Promotion |
| When an organization markets its products to every possible consumer in the marketplace |
Mass Marketing |
| Process if identifying subgroups of the overall marketplace base on a variety of factors |
Segmentation |
| A subgroup of the overall marketplace that has certain desirable traits |
Target Market |
| Statistics such as age, income, ethnicity, gender or educational backround |
Demographic |
| Statistics such as region or zip codes |
Geographic |
| Statistics such as preferences or behaviors...values, beliefs, lifestyle, activities, habits |
Psychographic |
| Popular bases for segmentation in sports |
Ethnic Marketing and Generational Marketing |
| Direct contact, face-to-face presentation; seller persuades buyer |
Personal Selling |
| One way communication; pay to promote products |
Advertising |
| Media exposure thats free; Desadvantage: One has no control over what is written |
Publicity |
| Special activities to increase sales; includes a customer incentice or gimmick |
Sales Promotion |
Ch.18 LTI-MA 509
