Mkting principles
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each of the black spaces below before clicking
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| Marketing | the process of planning, pricing, promoting, selling and distributing products.
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| Traditional Marketing Products | Ideas, goods, services
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| Sport Marketing | Goods, services and entities.
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| The Big Picture | people have wants/needs which are satisfied with products. marketing creates the demand for these products.
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| 1st Thrust of Sports Marketing | marketing sporting products (goods, services, or entities) to sport consumers
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| 2nd Thrust of Sports Marketing | Marketing other consumer products (ideas, goods, or services) through sport promotions
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| 4 Developments in Sports Marketing | evolution of sport broadcasting, product extensions/ promotional strategies, growth of sport sponsorship and birth of research in sport marketing.
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| Roone Arledge | ABC executive, recognized sports televised in prime time had to be more than sport but also entertainment!
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| Bill Veeck | recognized the success and profitability of a franchise cant depend on the succes of the team to generate capacity crowds.
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| Veecks 1st Philosophy | people wanted to be entertained.
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| Veecks 2nd Philosophy | Promotions must create conversation afterwards.
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| Veecks 3rd Philosophy | people want a great atmosphere.
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| 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.
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| Albert Spalding | Early pioneer in sport sponsorship. First marketer to capitialize on the term "official".
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| Mark McCormack | Started Endorsement Deals. Created IMG, the first sport marketing agency.
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| Fan Identification | people identify with sports; they have a personal commitment and emotional involvement with sport organizations.
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| Cluttered marketplace | increasingly difficult for sponsors to be recognized and achieve the benefits of sponsorship.
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| Market Research | research involves getting to know the customer so you can better determine how to create demand for the product.
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| Audience Audit | fill out a questionnaire and get a free beach towel! fill out a Visa application and get a free cap!
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| Focus Group | discussion groups with 8 to 12 people with similar characteristics discussing a predetermind sport topic
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| 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)
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| Marketing Mix | the controllable variables a company puts together to satisfy a target group
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| the 4 p's of marketing | product, price, place, promotion
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| Product | choosing what to sell
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| Price | what is exchanged for the product
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| Place | getting it into the costumers hands
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| Promotion | how the customer will be told about the product
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| Mass Marketing | when an organization markets its products to every possible consumer in the marketplace
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| Segmentation | Proccess if identifying subgroups of the overall marketplace base on a variety of factors
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| Target market | A subgroup of the overall marketplace that has certain desirable traits
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| Demographic | Statistics such as age, income, ethinicity, gener, or educational background
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| Geographic | Statistics such as region or zip codes
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| Psychographic | Statistics such as preferences or behaviors..values, beliefs, lifestyle, activities, habits.
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| Ethnic Marketing and General Marketing | Popular bases for segmentation in sports
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| Personal Selling | direct contact, face to face presentation; seller persuades buyer
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| Advertising | one way communication; pay to promote products
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| Publicity | media exposure thats free; disadvantave: one has no control over what is written
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| Sales Promotion | special activities to increase sales; includes a customer incentive or gimmick
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Created by:
muthard15
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