Term
|
Definition
| Defining marketing in terms of goods and services instead of benefit to consumer. |
|
|
Term
|
Definition
| Meet consumer needs while achieving organization's goals and objectives. |
|
|
Term
Marketing Orientation
3 Steps |
|
Definition
1. Intelligence Generation
2. Intelligence Dissemination
3. Responsiveness |
|
|
Term
| Types of Sports Consumers |
|
Definition
1. Spectator as consumer
2. Participant as consumer
3. Sponsor as consumer |
|
|
Term
|
Definition
| A good, service, or combination of the two designed to benefit the consumer. |
|
|
Term
|
Definition
1. Event
2. Athlete
3. Arena
4. Sporting Goods
5. Training
|
|
|
Term
| Purpose of Contingency Approaches |
|
Definition
- unpredictable and rapidly changing environments
- situational
- internal vs external coincerns
- attempt to predict and strategically align process with contingencies |
|
|
Term
Strategic Marketing
Planning Phase |
|
Definition
1. Understanding Customer's Needs
2. Market Selection
3. Marketing Mix |
|
|
Term
| Market Selection Decisions |
|
Definition
1. Segmentation
2. Targeting
3. Positioning |
|
|
Term
|
Definition
Grouping consumers by commonalities
- homogeneous groups
- demographics, psychographics, geographics |
|
|
Term
|
Definition
Choosing segments based on efficiency and effectiveness to attain objectives
- S.M.A.R.T. |
|
|
Term
|
Definition
| Fixing product in the minds of consumers |
|
|
Term
|
Definition
Product
Price
Promotion
Place
|
|
|
Term
|
Definition
1. Organizing
2. Leadership & Interaction
3. Resource Acquisition & Allocation
4. Coordination & Timing
5. Information Management |
|
|
Term
|
Definition
1. Sales Analysis
2. Profitability Analysis
3. Customer Satisfaction
4. Marketing Audit |
|
|
Term
|
Definition
- compare current and past sales
- unit volume, dollar volume, net profit
- relative to competitors or market share |
|
|
Term
|
Definition
|
|
Term
|
Definition
- Critical, difficult to qualify
- multiple measurements needed |
|
|
Term
|
Definition
Appraisal of marketing objectives
- more holistic view
- logical process, unbiased, third party
- reviews market orientation, marketing objectives, planning process, target markets, p's |
|
|
Term
Nature of Competition
Direct Competition |
|
Definition
| Similar products and services |
|
|
Term
Nature of Competition
Indirect Competition |
|
Definition
| Substitute products and services |
|
|
Term
|
Definition
1. Competition
2. Technology
3. Cultural and Social Trends
4. Physical Environment
5. Political, Legal, & Regulatory Env
6. Demographics/Population Trends
7. The Economy |
|
|
Term
|
Definition
1. Vision & Mission
2. Organizational Objectives & Marketing Goals
3. Organizational Strategies
4. Organizational Culture |
|
|
Term
| Organizational Strategies |
|
Definition
1. Corporate Level: related diversification (business units), unrelated diversification, capitalize on similar markets
2. Business Level: single business, differentiation, market niches (low cost and differntiation)
3. Function Level: business areasbr>
4. Operational Level |
|
|
Term
|
Definition
Strengths
Weaknesses
Opportunities
Threats
Internal (Controllable) / External (Uncontrollable) |
|
|
Term
| Marketing Research Process |
|
Definition
1. Define Problem
2. Research Design Type
3. Identify Collection Techniques
|
|
|
Term
| Data Collection Techniques |
|
Definition
1. Primary: specific collection for research question at hand
- Ex. depth interviews, focus groups, surveys, experiments
2. Secondary: collected earlier
- Ex. government, standardized, trade and industry |
|
|
Term
| Consumer Decision-Making Process |
|
Definition
1. Problem Recognition: desired vs. actual state
2. Information Search: internal & external sources, perceived risk
3. Evaluation of Alternatives: evoked set, evaluative criteria
4. Participation/Purchase
5. Post-Decision Evaluation: cognitive dissonance (doubts, regret) |
|
|
Term
| Types of Consumer Decisions |
|
Definition
1. Habitual Problem Solving: limited evaluation
2. Limited Problem Solving: few alternatives
3. Extensive Problem Solving: heavy search, many alternatives |
|
|
Term
| Psychological/Internal Factors |
|
Definition
1. Personality: traits, consistent responses
2. Motivation: hierarchy of needs
3. Perception: based on past experiences; selecting, organizing, and interpreting
4. Learning: permanent change; behavioral, cognitive (solve problems), social (watch others)
5. Attitudes: learned thoughts, feelings, & behaviors |
|
|
Term
| Sociological/External Factors |
|
Definition
1. Culture: learned values & beliefs
2. Social Class: homogeneous divisions, similar values & beliefs
3. Reference Groups: influencing individuals
4. Family: traditions
|
|
|
Term
|
Definition
1. Physical Surroundings: location, weather
2. Social Surroundings: company, surroundings
3. Time: time pressures, effectiveness
4. Reason/Task Definition: occasion
5. Antecedent States: temporary psychological, prior |
|
|
Term
|
Definition
1. Self Esteem
- BIRG: Basking in Reflected Glory
- CORF: Cutting off Reflected Failure
2. Diversion
3. Entertainment: eustress, economic value, aesthetic value, affiliation, family ties |
|
|
Term
|
Definition
1. Demographics
2. Socioeconomic
3. Psychographic
4. Geographic
5. Behavioral
|
|
|
Term
Target Markets
Evaluation |
|
Definition
Sizable
Measurable
Reachable
Demonstrate Behavior Variation |
|
|
Term
| Positioning/Repositioning |
|
Definition
- define product in mind of consumer
- product can be positioned differently in different markets
- based on perceptions (perceptual maps)
- repositioning: to change image |
|
|
Term
| Goods and Services as Products |
|
Definition
1. Tangibility
2. Standardization & Consistency
3. Perishability
4. Separability |
|
|
Term
| Classifying Sports Products |
|
Definition
1. Product Line
2. Product Mix |
|
|
Term
Product Characteristics
Branding |
|
Definition
1. Brand awareness
2. Brand equity
3. Brand loyalty |
|
|
Term
|
Definition
1. Branding
2. Licensing
3. Quality
4. Product Design |
|
|
Term
| Dimensions of Service Quality |
|
Definition
1. Reliability: dependability
2. Assurance: knowledge, courtesy
3. Empathy: caring, attention
4. Responsiveness: willingness to help
5. Tangibles: appearance, facilities |
|
|
Term
Consumer Decision-Making Process
Layout |
|
Definition
Internal & External
--> Self Concept/Lifestyle
--> Needs Desires
--> Decision |
|
|
Term
| Consumer Involvement & Attitude |
|
Definition
- Behavioral (doing)
- Cognitive (knowing)
- Affective (feeling) |
|
|
Term
|
Definition
- Actual self
- Ideal self
- Private self
- Reference group self
* Lifestyle is a manifestation of self-concept |
|
|
Term
| 4 C's of Marketing Research |
|
Definition
Consumer
Company
Competition
Climate |
|
|
Term
| Sports Marketing Major Thrusts |
|
Definition
1. Marketing to Consumer
2. Marketing to Sponsors |
|
|
Term
| Marketing Management Process |
|
Definition
1. Analysis/Audit: SWOT
2. Objectives: SMART
3. Strategies: STP
4. Implementation: Organization, Leadership, Resources, Coordination, Info Management
5. Control: Measures |
|
|
Term
|
Definition
Core Product: game, players, coaches
Ancillaries/Extensions: merchandise, concessions, facilities, atmosphere, sineage, music |
|
|
Term
|
Definition
| The process of distinguishing the differences of a product or offering from others, to make it more attractive to a particular target market. |
|
|
Term
|
Definition
1. Introduction
2. Growth
3. Maturity
4. Decline |
|
|
Term
|
Definition
1. Innovators: most risk, younger, higher income
2. Early Adopters: high income, influential, high communication
3. Early Majority: average social, deliberate spending
4. Late Majority: late in maturity, skeptics
5. Laggards: past oriented, traditional, price |
|
|
Term
| Marketing Exchange Process |
|
Definition
- the exchange of entertainment through sports for a fee
- sharing of value between two parties
- exchanges that satisfy consumer needs and meet the marketer’s objectives |
|
|
