| Question |
Answer |
| Marketing |
The process of planning, pricing, promoting, selling, and distributing products. |
| Traditional Marketing |
Combines marketing ideas, goods, and services |
| Goods |
Products grown or manufactured; tangible items |
| Services |
Intangible items involving a task |
| Sport Marketing |
Combines marketing goods, services, and entities |
| Entities |
Things like leagues, teams, and individuals |
| The Big Picture |
People have wants/needs which are satisfied with products. Marketing creates the demand for these products. |
| 1st Thrust |
Marketing sporting products to sport consumers. |
| 2nd Thrust |
Marketing other consumer products through sport promotions. |
| 4 Historical Developments in Sports Marketing |
Evolution of Sport Broadcasting, Product Extensions/Promotional Strategies, Growth of Sport Sponsorship, Birth of Research in Sport Marketing. |
| Evolution of Sport Broadcasting |
Evolved from pure factual reporting aimed at sports fans to entertainment aimed at the masses. Roone Arledge, ABC Executive started it. |
| Product Extensions/Promotional Strategies |
Bill Veeck said the success and profitability of a franchise can't depend on the ability of the team to attract large crowds, the team should have other reasons to attract fans other than the game. |
| Veeck's Three Philosophies |
People want to be entertained, Promotions must create conversations afterward, and people want a great atmosphere. |
| Sponsorship |
the aquisition 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, 1st marketer to capitalize on the term "official", official baseball of the MLB |
| Mark McCormack |
Created IMG, the first sport marketng agency, started endorsement deals |
| Ambush Marketing |
increasing business by capitalizing on the popularity of an event without becoming an "official" sponsor |
| Fan Identification |
people have a personal commitment and emotional involvement with sport organizations |
| Consumer Research |
Getting to know the costomer so you can better determine how to create demand for a product |
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