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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 |
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