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Sports Marketing- GV
Cumulative Final
Question | Answer |
---|---|
The Miami Marlin's issue, a lack of foresight, a belief that winning resolves all sins, short-sighted focus | Marketing Myopia |
Core Benefits of Sports product | Health, Entertainment, Sociability, Achievement |
Whitecaps, High School, Little Leagues | Local Focused |
College Sports (GVSU) | Regionally Focused |
MLB | Nationally Focused |
NHL, NBA | Internationally Focused |
Olympics, World Cup | Globally Focused |
Core Vision and Ideology | Step One of strategic steps |
SWOT Analysis | Step Two of strategic steps |
Developing a Market | Step Three of strategic steps |
Integrating Market plan | Step Four of strategic steps |
Controlling and evaluating your business | Step Five of strategic steps |
Nonaware Nonconsumer, Misinformed Nonconsumer, Aware Nonconsumer, Media Consumer, Light User, Medium Users, Heavy Users | The Escalator Concept |
Audience, Time and Space, Nature of property (fit), pain resolution | Sponsorship Analysis Criteria |
Time of year/day/month, geographic location | Time & Space |
Whether or not a comsumer has the time or money to buy a service | Volitional Control |
Where a person lives, Income, Age, Family Status, Number of Children, Race, Sex | State of Being |
____% of Business comes from ____% of the customers | 80 - 20 |
The process by which assimilate and develop the skills, knowledge, attitudes and other "equipment" necessary to perform various social roles | Socialization |
"Doing", Rooting, participating | Behavioral Involvement |
Gaining Knowledge --> Fantasy Sports | Cognative Involvement |
Emotional Involvement/ passion | Affective Involvement |
Comsumer is not separated from society and may be overwhelmed by environmental factors, which can trump individual factors | Theory of Reasoned Action |
perception = | Consumer's reality |
High Opportunity, High Involvement | Country Club Set |
Low Opportunity, High Involvement | playground b-ball group |
High Opportunity, Low Involvement | Busy professionals (Time restraint) |
Low Opportunity, Low Involvement | Elderly, Sick |
Game Form, players, equipment, venue | Core Elements of Sports product. |
Rules and Techniques | Game Form |
Makes "extratransactional" encounters with customers, beyond what they normally expect | Disney Approach to customer service |
2 types of stadium philosophies | History and Nostalgia, New and Modern stadium and amenitites |
Types of promotion: | Advertising, personal selling, publicity, sales promotions |
AIDA | Increase Awareness, Attract Interest, Arouse Desire, Initiate Action |
Inexpensive, Creative marketing | Guerilla Marketing |
Able to switch perspective "shards-o-glass freeze pops" | Flexibility |
Combing Divergent objects together - Breast cancer awareness in sports | Synthesis |
Extends away from norm | Elaboration |
Malice at the palace | purposeful action with an intended consequence |
plaxico burress --> bringing gun and shooting himself | purposeful action with an unintended consequence |
Alberto Contador blaming nutritionist | Unguided action with unintended consequence |
Ndamakung Suh car accident | Accident |
Actions to take when something happens | Spin it, Deny, Stay Silent |
Respond to Inquires | Reactive Media Relationship |
Initiative by Sports organization | proactive media relationship |
Give and Take | Interactive media relationship |
Doing charity work strictly to get Economic benefits | Whitewashing |
Break-Even Analysis | Fixed Costs/ (price - Variable costs) |
If Elasticity of Demand < 1 | Inelastic |
If Elasticity of Demand > 1 | Elastic |
Elasticity of Demand = | % change in Quantity Demanded / % Change in price |
offering a price per head, group discount | Capitation pricing |
New company, penetrate the market and getting a share of market - low prices | penetration pricing |
Start @ high price and slowly declines with time | Skim pricing |
Chare high prices during heavy demand (weekend games) and low prices for light demand | Smoothing |
Largely based on experience and comparisons, mistakes can prove costly, customer focused | What the market will bear pricing |