Marketing Principles
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| The process of planning, pricing, promoting, selling and distributing products | Marketing
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| Ideas, Goods and Services | Traditional Marketing Products
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| Goods, Services and Entities | Sport Marketing Products
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| Recognized sports televised in prime time had to be more than sport, but also entertainment | Roone Arledge
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| Marketing sporting products to sport consumers | 1st Thrust
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| Marketing other consumer products through sport promotions | 2nd Thrust
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| Evolution of Sport Broadcasting, Product Extensions/Promotional Strategies, Growth of Sport Sponsorship and Birth of Research in Sports Marketing | 4 Historical Developments in Sports Marketing
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| People have wants/needs which are satisfied with products. Marketing creates the demand for these products | The Big Picture
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| Recognized the success and profitability of a franchise can not depend on the success of the team to generate capacity crownds | Bill Veeck
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| People Want To Be Entertained, Promotions Must Create Conversation Afterwards, People Want A Great Atmosphere | Veecks 3 Philosophies
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| The aquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation | Sponsorship
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| The earliest pioneer in sports sponsorship; 1st marketer to capitalize on the term "official" | Albert Spalding
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| Started endorsement deals; Created IMG, the first sport marketing agency | Mark McCormack
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| Taking endorsement deals to a new level; extremely successful packaging the brand, product, advertising, and athlete into one personality | Nike
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| People identify with sports; they have a personal commitment and emotional involvement with sport organizations | Fan Identification
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| Increasingly difficult for sponsors to be recognized and achieve the benefits of sponsorship | Cluttered Marketplace
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| Credited with formalizing research in the sport industry | Matt Levine
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| Doing something for the organization and recieving a free item | Audience Audit
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| Discussion groups with 8 to 12 people with similar characteristics discussing a predetermined sports topic | Focus Group
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| Interviews in heavy traffic areas such as malls; use a visual aid and the interviewee's reaction to it | Pass-By Interviews
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| The controllable variables a company puts together to satisfy a target group | Marketing Mix
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| Product, Price, Place, Promotion | The 4 P's of Marketing
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| Choosing what to sell | Product
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| What is exchanged for the product | Price
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| Getting it into the customer's hands | Place
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| How the customer will be told about the product | Promotion
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| When an organization markets its products to every possible consumer in the marketplace | Mass Marketing
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| Process if identifying subgroups of the overall marketplace base on a variety of factors | Segmentation
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| A subgroup of the overall marketplace that has certain desirable traits | Target Market
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| Statistics such as age, income, ethnicity, gender or educational backround | Demographic
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| Statistics such as region or zip codes | Geographic
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| Statistics such as preferences or behaviors...values, beliefs, lifestyle, activities, habits | Psychographic
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| Popular bases for segmentation in sports | Ethnic Marketing and Generational Marketing
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| Direct contact, face-to-face presentation; seller persuades buyer | Personal Selling
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| One way communication; pay to promote products | Advertising
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| Media exposure thats free; Desadvantage: One has no control over what is written | Publicity
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| Special activities to increase sales; includes a customer incentice or gimmick | Sales Promotion
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