Term
| What is Sports Marketing? |
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Definition
| 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
| 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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Definition
| anything diverting or engaging |
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Term
| Sports Marketing Business Model |
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Definition
| 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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Definition
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Term
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Definition
| f( willingness, socialization, history ) |
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Term
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Definition
| 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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Definition
| 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
| Demographics, Geographics, Psychographics, and Behavioral |
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Term
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Definition
| 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
| Specators, participants, and sponsors |
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Term
| Event Attendance = f( -five- ) |
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Definition
| (Fan motivation, game quality, economic, competitive, demographics, statium) |
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Term
| Perceptual Map for Sports |
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Definition
| [Going Clockwise starting at the top] Body, Services, Mind, Goods |
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Term
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Definition
| 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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Definition
| 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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Term
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Definition
| Global Events (Olympics), Inernational Events (EU Soccer), National Events (SuperBowl), Regional Events (Boston Marathon), Local Events (PGH Great Race) |
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Definition
| Specific Athletes, Teams, Sports/Leagues, Specific Event |
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Term
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Definition
| planned effort to associate themselves indirectly with an event without being an offical sponsor |
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Term
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Definition
| the number of individuals reached at least once |
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Term
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Definition
| The number of times the receiver is exposed in a specific time. |
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Term
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Definition
| having intermediaries push the sports product throug the channel of distribution to the consumer |
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Term
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Definition
| stimulate demand for the sports product so that consumers desire it |
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Term
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Definition
| 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
| 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
| 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
| 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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Definition
| 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
| the sources preceived expertise and trustworthiness of a sent message. Top endorser: Michael Jordan and Tiger Woods |
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