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sport marketing 1
sport marketing, exam 1
| Term | Definition |
|---|---|
| sport | activities, experiences, businesses that cover the world of athletics, health, rec, leisure everything else + the literal activity wellness centers, businesses |
| sports | the actual activity; the rules, the competition, the equipment and locations |
| internal business factors | Management Marketing Finance |
| external business factors | Competition The Economy Information Technology Legal and Regulatory Forces Social Responsibility and Ethics |
| sport management | planning, organizing, directing, controlling, budgeting, leading, and evaluation of an organization/department whose primary product or service is related to sport and its associated functions. |
| marketing components | Advertising Sales Promotions Product Management Pricing Publicity |
| marketing definition | The functions involved in the transfer of goods and services from the producer to the consumer. |
| the 4 C's | Consumer Company Competition Climate |
| ways to reach consumers | Segmentation Targeting Positioning Delivery |
| bases of segmentation | Consumer State of Being Consumer State of Mind Product Usage by Consumers Product Benefits as Perceived by Consumers |
| ways to target the consumer | price product promotion place |
| sports marketers must know how to | Segment the Market Analyze the Target Market Position the Product Deliver it to Consumers |
| SWOT analysis | Internal Strengths Internal Weaknesses External Opportunities External Threats |
| KRAs | key result areas; serves to bridge the current situation of the sport business to where the sport business to where the sport business wants to be. |
| 6 Ps of sports marketing | 6 P’s: people, product, price, place, publicity, promotion sport publicity and people are extra compared to the basic 4 |
| supply v demand, demand based | Sport is demand based not supply when it is done, it is done |
| consumer good | purchase something, a ticket to a game |
| consumer service | you play in the game |
| commercial good | Commercial good: a product for a business, someone selling hotdogs at a game, some of the $ goes to the team but you still take some |
| commercial service | working for a large cooperation like target, they have a suit they use as a reward system for the company. Employee night, showcase them, which the CEO owns at target field. Rewarding employees at a sporting event |
| % of people that go to sports events by themselves | 2% |
| principle sport product is | perpetually intangible, subjective, and variable |
| sport as a perishable commodity | when the game is done it is done ticket is worth X at game time, once the game is done it is worth 0 |
| escalator concept - heavy users | season ticket holders |
| escalator concept - medium users | attend x games a year defined as you will |
| escalator concept - light users | attend 1ish games a year |
| escalator concept - media users | in direct consumers, people who consume through media, watch the games on tv/listen on radio |
| escalator concept - aware non consumer | they know, just don’t care – hardest to engage |
| escalator concept - misinformed non consumer | they don’t know the proper info about the organization/game, need to be informed |
| escalator concept - nonaware non consumer | they don’t know the teams exist |
| marketing myopia | lack of vision/foresight, Tendency to look for instant gratification and what is going to be successful right now. |
| sports organizations tend to be guilty of what | the i want it now principle |
Created by:
molaplante
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