| Question |
Answer |
| Marketing |
the process of planning, pricing, promoting, selling and distributing products. |
| Traditional Marketing Products |
Ideas, goods, services |
| Sport Marketing |
Goods, services and entities. |
| The Big Picture |
people have wants/needs which are satisfied with products. marketing creates the demand for these products. |
| 1st Thrust of Sports Marketing |
marketing sporting products (goods, services, or entities) to sport consumers |
| 2nd Thrust of Sports Marketing |
Marketing other consumer products (ideas, goods, or services) through sport promotions |
| 4 Developments in Sports Marketing |
evolution of sport broadcasting, product extensions/ promotional strategies, growth of sport sponsorship and birth of research in sport marketing. |
| Roone Arledge |
ABC executive, recognized sports televised in prime time had to be more than sport but also entertainment! |
| Bill Veeck |
recognized the success and profitability of a franchise cant depend on the succes of the team to generate capacity crowds. |
| Veecks 1st Philosophy |
people wanted to be entertained. |
| Veecks 2nd Philosophy |
Promotions must create conversation afterwards. |
| Veecks 3rd Philosophy |
people want a great atmosphere. |
| Sponsorship |
the acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation. |
| Albert Spalding |
Early pioneer in sport sponsorship. First marketer to capitialize on the term "official". |
| Mark McCormack |
Started Endorsement Deals. Created IMG, the first sport marketing agency. |
| Fan Identification |
people identify with sports; they have a personal commitment and emotional involvement with sport organizations. |
| Cluttered marketplace |
increasingly difficult for sponsors to be recognized and achieve the benefits of sponsorship. |
| Market Research |
research involves getting to know the customer so you can better determine how to create demand for the product. |
| Audience Audit |
fill out a questionnaire and get a free beach towel! fill out a Visa application and get a free cap! |
| Focus Group |
discussion groups with 8 to 12 people with similar characteristics discussing a predetermind sport topic |
| Pass-By Interviews |
Interviews in heavy traffic areas such as malls; use a visual aid and assess the interviewee's reaction to it (typically a sample of a potential new product) |
| Marketing Mix |
the controllable variables a company puts together to satisfy a target group |
| the 4 p's of marketing |
product, price, place, promotion |
| Product |
choosing what to sell |
| Price |
what is exchanged for the product |
| Place |
getting it into the costumers hands |
| Promotion |
how the customer will be told about the product |
| Mass Marketing |
when an organization markets its products to every possible consumer in the marketplace |
| Segmentation |
Proccess if identifying subgroups of the overall marketplace base on a variety of factors |
| Target market |
A subgroup of the overall marketplace that has certain desirable traits |
| Demographic |
Statistics such as age, income, ethinicity, gener, or educational background |
| Geographic |
Statistics such as region or zip codes |
| Psychographic |
Statistics such as preferences or behaviors..values, beliefs, lifestyle, activities, habits. |
| Ethnic Marketing and General Marketing |
Popular bases for segmentation in sports |
| Personal Selling |
direct contact, face to face presentation; seller persuades buyer |
| Advertising |
one way communication; pay to promote products |
| Publicity |
media exposure thats free; disadvantave: one has no control over what is written |
| Sales Promotion |
special activities to increase sales; includes a customer incentive or gimmick |
Buen Viaje lv.2 ch 8
