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SEM1.0
Unit 1 Sports Marketing
| Question | Answer |
|---|---|
| Sports Marketing | the process of planning and executing the conception, pricing, promotion, and distribution of sports ideas, goods and services to create exchanges that satisfy individual and organizational objectives |
| Sporting Event | an intangeble, perishable experience (football game) |
| Sporting Goods | tangible, manufactured products that make the game possible |
| Personal Training | get ready to compete, participating in an exercise class at the local health club |
| Sports Information | ESPN, Sports Illustrated, newspapers |
| Unorganized participants | walk in the woods, jogging, freedom from rules |
| Organized participants | have rules – NCAA, MLB, MBA, MMA (sanctioning bodies) |
| Sanctioning bodies | control the rules for the sports, have sanctions |
| Amateurs | are not paid to play, regulated on local, state, national level |
| Professionals | paid but follow strict rules by their governing body. It is their occupation |
| Spectators | observers of the sporting event |
| Sponsors | businesses or organizations that pay to associate their names or products with a sporting event |
| Event Marketing | designing or developing a live themed activity, occasion, display or exhibit, such as a sports, music festival or concert to promote a product, cause, or organization |
| Corporate Events | Conferences, seminars, trade shows, team building, theme parties, VIP events, incentive travel |
| Private events | weddings, birthdays, family events, anniversaries |
| Entertainment Marketing | involves entertainment to develop, promote, and distribute goods and/or services to satisfy the wants and needs of customers |
| Advertising | Print, broadcast & social media |
| Community relations | Public relations within the community to enhance image |
| Media relations | your relationship with the press |
| Sponsorship manager | finding business partners with the same target market |
| Event planner | Coordinates all event aspects |
| Hospitality manager | Coordinates business clients and consumer hospitality |
| Volunteer/vendor coordinator | Recruits volunteers to work events and works with vendors |
| Marketing director | Manages all aspects of the marketing department including all social media, etc. |
| PRODUCT SERVICE MANAGEMENT | Employ product mix strategies to meet customer expectations |
| Product | The goods and services a business will offer to its customers |
| Non-sport events | Concerts Festivals Conventions |
| Licensed merchandise | Apparel (soft goods) – team and player specific Hard goods – equipment, toys, etc. perrmission granted to use trademarks. |
| Sports Media | The Media that covers sports (TV, radio, etc.) |
| Sport Services | Lessons/camps Rented-goods services Owned-goods services |
| Branding | The overall impression consumers get from it’s unique name, design or symbol |
| Separability | close link between the product and the provider |
| Perishability | If they’re not consumed immediately, they will be gone forever |
| Inconsistent | the quality of a product’s performances is impossible to guarantee over a period of time |
| Consistent | the quality of a product’s performances is possible to guarantee over a period of time |
| Brand awareness | extent to which a brand is recognized by potential customers |
| Brand image | is the consumers’ beliefs about the company and/or its goods or services. |
| Brand equity | The added value to your product, because of your brand image. |
| Brand loyalty | How loyal customers are to buy your brand |
| Licensing | the permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called a royalty |
| Licensor | the rights-holder of the name, logo, or trademark |
| Licensee | the company paying for the permission to use the name, logo, or trademark. |
| Sports licensing | The licensing of sporting goods and trademarks |
| Trademark | a word, phrase, symbol, logo or design that identifies and distinguishes the company from others |
| Endorsment | Athletes go into contracts with companies to promote their product by “tying” their name to it. |
| Royalties | A percentage of actual sales |
| Testimonial | a user of the product proclaiming the product’s benefits |
| Appearance (association) | an action whereby the endorser appears at an event. The celebrity does not have to do or say anything but consumers believe they like the product |
| Naming rights | a financial transaction and form of advertising (sponsorship) whereby a corporation or other entity purchases the right to name a facility or event, typically for a defined period of time |
| Sponsorship | Supporting an event, activity or organization by providing money or other resources that is of value to the sponsored event |
| Ambush marketing | Marketing at an event without prior permission |
| Complaint | a customer’s dissatisfaction expressed orally, silently or in writing |
| Disagreeable Customer | Customers who are unpleasant and hard to help |
| Domineering/superior Customer | Overly confident customers who feel they know more & are better than the average person – Bark orders |
| Dishonest Customer | Customers who intentionally attempt to avoid paying part or all of the price for a product |
| Suspicious Customer | Customers who doubt or questions everything and may want facts and proof before being convinced something is true. |
| Slow/Methodical Customer | Customers who require a lot of time to make a purchase because of indecisiveness |
| Argumentative Customer | customers who seem to look for problems, disagree, question or look for error |
| Impatient Customer | customers who show verbally and nonverbally that they do not want to wait |
| Leave-me-alone Customer | customers do not want any assistance or advice…mostly retail |
| Irritable/Moody | customers who display any attitude making it difficult for the sales personnel |
| Insulting | customers that get frustrated and take it out on the sales person |
| Complaining | : customers who think everything is wrong |
| Tagline | a brief description of your company or product. The tagline envelops the essence of your brand. Your brand positioning is what makes your company different from it’s competitors. |
| Brand mark Symbol | This type of symbol represents the company in a simple but bold manner. Most often represented through an abstract design |
| Word mark | a uniquely styled font type that spells out the company or brand name |
| Letter mark | Are exclusively typographic |
| Combination Mark | Is the combination of a symbol and a word mark. |
| Emblem | encases the company name within the design. |
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