Term
| What is Sports Marketing? |
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Definition
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The application of marketing to sports products and non-sports products through assocation with sport
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Term
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Definition
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Concentrating on understanding the consumer and providing a sports product that meets their needs while acheiving organizational objections. Needs + Wants through-> Exchange + Value.
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Term
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anything diverting or engaging
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Term
| Sports Marketing Business Model |
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A combination of both Service (intangible) and Goods (Tangible) Marketing. It adds "Personalization" to P's of Marketing. It is an ever-changing business model that changes with wins and loses. Many times, Decision-Trees are necessary for planning future marketing decisions. Contingency Strategies are used. Can easily be customized to fit any consumers phycographic and personality type.
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Term
| Sports marketing competes for a customers ________. |
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Term
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Definition
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f( willingness, socialization, history )
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Term
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A good, service, or any combo that is designed to provide benefits to a sports spectator, participant, or sponsor.
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Term
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The ability to plan and conduct business in a complex and constantly changing environment and prepare for changes through a series of alternatives
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Term
| Sports Marketing Segmentation |
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Definition
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Demographics, Geographics, Psychographics, and Behavioral
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Term
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Definition
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are consumers who derive their benefit from the observation of the event
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Term
| Consumers of the sport are... |
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Definition
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Specators, participants, and sponsors
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Term
| Event Attendance = f( -five- ) |
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Definition
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(Fan motivation, game quality, economic, competitive, demographics, statium)
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Term
| Perceptual Map for Sports |
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Definition
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[Going Clockwise starting at the top] Body, Services, Mind, Goods
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Term
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Definition
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a sports marketer contracts with other companies to use a brand trademark for a royalty fee.
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Term
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The right to associate name or product with event, team, league, or individual participant. Objective: Short-term = sales. Long-term = brand awareness, etc. Ie: NASCAR
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Global Events (Olympics), Inernational Events (EU Soccer), National Events (SuperBowl), Regional Events (Boston Marathon), Local Events (PGH Great Race)
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Term
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Definition
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Specific Athletes, Teams, Sports/Leagues, Specific Event
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Term
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Definition
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planned effort to associate themselves indirectly with an event without being an offical sponsor
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Term
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Definition
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the number of individuals reached at least once
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Definition
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The number of times the receiver is exposed in a specific time.
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Term
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Definition
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having intermediaries push the sports product throug the channel of distribution to the consumer
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Definition
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stimulate demand for the sports product so that consumers desire it
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Term
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Definition
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7-step process by which consumers are led to an action. 1. Action, 2. Conviction, 3. Preference, 4. Liking, 5. Knowledge, 6. Awareness, 7. Unawareness
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Term
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Definition
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an interactive process by which the marketer determines the amount to spend based on maximizing cash available.
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Term
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Definition
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Message- the content of words and symbols to transmit to the receiver. Medium- the channel used to transmit the message.
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Term
| One-sided vs. Two-sided message |
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Definition
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One-sided message outlines only benefits whereas a Two-sided message outlines both the benefits and the weaknesses of a product
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Term
| Emotional vs Rational Appeal (message) |
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Rational appeal provides info. to the consumer whereas Emotional appeal attempts to make the consumer "feel" a certain way towards the product
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Term
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Definition
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the sources preceived expertise and trustworthiness of a sent message. Top endorser: Michael Jordan and Tiger Woods
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