Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Marketing principles
| Question | Answer |
|---|---|
| Marketing | The process of planning, pricing, promoting, selling and disributing products. |
| Traditional Marketing Products | Ideas, Goods, and Sercices |
| Sport Marketing | Goods, Services, and Entities |
| The Big Picture | People have wants/needs which are satified with products. Marketing creates the demand for these products.` |
| 1st Thrust of Sports Marketing | Marketing sporting products (goods, services, or entities) to sport consumers. |
| 2nd Thrust of Sports Marketing | Marketing other consumer products (ides, goods or services through sport promotions. |
| 4 developements in Sport Marketing | Evolution of Sport Broadcasting, Product Extensions/Promotional Strategies, Growth of Sport Sponsorship, Birth of research in Sport Marketing |
| Roone Arledge | ABC Executive created sports entertaining, he wanted the fans sitting at home to see, hear, and experience as it would be in the actual venue. He put the value of entertainment in sports. |
| Bill Veeck | Recognized the success and profitability in entertainment at the venue. It helps crowds to enjoy the game but also help to support the franchise. |
| Veeck's 1st Philosophy | People want to be entertained- Added a few simple moments to the game that didnt distract from the game(givaway days, fireworks, theme nights) |
| Veeck's 2nd Philosophy | Promotions must create conversation afterwards- Fans go home and talk about the game and what they saw. It makes them want to go back and others they tell want to go back. |
| Veeck's 3rd Philosophy | People want a great atmosphere- Fans will be loyal if they have clean facilities and a hopitable atmosphere. |
| Sponsorship | aquiring the rights to affilate or directly accociate with a product or event for the purpose of deriving a benefit related to that affilation |
| Albert Spalding | Early pioneer in sport sponsorship. He was the first marketer to capitalize on the term "official". |
| Mark McCormack | Started endorsement deals. Created IMG, the first sprot marketing agency. |
| Nike Taking Endorsement Deals to a New Level | Started when Nike created the "Air Jordan" apparel. Instead of just paying the athlete and having them endorse it, Nike made Micheal Jordan profit from the Air Jordan profit. He would get x amount of the income instead of just being paid. |
| Nike growth of sport sponsorship | Started university-wide Athletic Sponsorship. Agreement- attempt to associate with the best college athletic programs. Ambush Marketing- increasing business by capitalizing on the popularity of an event without becoming an "official sponsor." |
| Fan Identification | People identify themselves as a fan a a specific team. They do this by having a personal commitment and emotional involvement with sport organizations. |
| Cluttered Marketplace | There are so many sponsors in the proffessional sport that it is difficult for the sponsors to get recognized. |
| Market Research | Research involves getting to know the customer so yoiu can better determine how to create demand for the product. |
| 1st type of Market Research | Audience- Fill out a questionaire and get a free beach towel! Fill out a Visa application and get a free cap! |
| 2nd type of Market Research | Focus Group- Discussion groups with 8-12 people similar characteristics discussing a predetermined sport topic. |
| 3rd type of Market Research | 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) |
| Marketing Mix | the controllable variables a company puts together |
| What are the four components of Marketing Mix | Product, Price, Place, Promotion |
| Mass Marketing | when an organization markets its products to every possible consumer in the market |
| Segmentation | Process if identifying subgroups of the overall marketplace based on a variety of factors |
| Target Market | a subgroup of the overall marketplace that has certain desirable traits |
| Demographic | Statistics such as age, income, ethnicity, gender educational backround |
| Geographic | Statistics such as region or zip codes |
| Psychographic | Statistics such as preferences or behaviors...vaulues, beleifs, lifestyle, activities, habits |
| Product | Choosing what to sell. The tangible benefits of the product can be provided and controlled |
| Price | What is exchanged for the product. Price is determined by percieved value proveded by the product. |
| Place | Getting it into the consumers hands. Mainstream products are made and shipped to locations that are convenient to the consumer. Sports event products are produced, distributed, and consumed at the same location. |
| Promotion | How the consumer will be told about the product. Promotion is a form of communication used to inform, persuade, and remind people of the products |
Created by:
Engel9
Popular Sports sets