Shared Flashcard Set

Details

Sports Marketing
liz class
50
Marketing
Undergraduate 4
02/08/2015

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Cards

Term
What makes sports marketing unique?
Definition
It is not all the same anything can happen.
Term
As marketers what are we marketing when it comes to a sporting event?
Definition
The competition and the uncertainty of the outcome
Term
How many years ago did sports orginate?
Definition
6000 years ago
Term
What two categories did sport develop in?
Definition
Tribal games and ruling
Term
Where did archery originate from?
Definition
Eygypt
Term
True or False Sport was meant for warriors not professional athletes
Definition
True
Term
In what year did the Olympic Games in Greece Last
Definition
776 BCE-393 AD
Term
What stadium was the Olympics held in Greece?
Definition
Mount Olympus
Term
What Greek God was the Olympic held for?
Definition
Zeus
Term
True or False the olympics games in greece was based on war activities
Definition
True
Term
By participating and wining the Olympic games who were you trying to earn favour for?
Definition
The kings, nobility and rules
Term
What sporting activity started in 310 BCE?
Definition
Gladiatorial events in Rome
Term
During the Gladiatorial competitions, what was the main purpose for men participating?
Definition
The purpose of the event was for men to prove their worthiness
Term
How was wealthy man classified during the gladiatorial events?
Definition
it was an opportunity for rich men to show their value as a wealthy man. The more slaves betted the more money you have.
Term
True or False during the Britain Highland games is when sports became more tribal vs ruling
Definition
False the sports starting getting tribal during the Scotland Highland games in the 11th century
Term
What two sports allowed knights to fight against each other to get more land and peasants?
Definition
Archery and jousting
Term
What team sport was considered the "first major" globalization sport and why?
Definition
Cricket in 1300-1600 AD was considered the first team sport because England ruled most of the world
Term
True or False: Cricket brought families together to wager on the events to demonstrate their own value

Definition
False, wealthy men and land owners wagered on the events and business men brought their best men to show off and compete
Term
Name the stages of the sport evolution
Definition
Foundation
Codification
Stratification
Professionalization
Commercialization
Term
Explain codification
Definition
The development and implementation of rules
From 1Cgames 1D to regulated sport
Standardized, translatable, consistent
Breakaway leagues, sports, codes 26
the opportunity to move the sport around the world and have the rules remain consistent
Term
When was hockey codified?
Definition
Hockey started with a stick on a field and was first introduced in England on ice. It was codified in 1877
Term
Who invented Basketball?
Definition
Dr James invented basketball in Massachusetts in 1891 because wanted to develop a less violent sport where a ball is thrown
Term
What is netball?
Definition
European basketball for women
Term
Describe Stratification
Definition
1860s, 1870s, 1880s…
Formation of leagues, division of talent
Globalization of regulated sport
Closed vs. Open league formations…
Every country has different leagues and is playing the sport in different tiers
Term
When was the first international sporting event
Definition
1896 in Athens, Greece. The olympics
Term
Describe Professionalization
Definition
This is when people started to pay to watch the talented athletes play
Term
Describe Commercialization
Definition
Commercialization start seeing money coming and going
1960 is when sports marketing develops due technological inventions, televised sports, radio broadcasting
Term
When did ESPN launch
Definition
1979
Term
In what city started the business of Olympics and when?
Definition
LA in 1984 because it gave us modern marketing and sponsorship of sports
Term
Sport is not only about the game but also the experience, what factors play in the overall experience of the game?
Definition
Merchandise, concession, sponsorship,
Term
Give an example of product standardization
Definition
Going to lids to purchase the same hat as everyone else
Term
What is a service product?
Definition
intangible, inseparable, heterogenous, perishable. The overall experience is different for different people
Term
True or False: for a sporting event it starts out with the product being sold then extends to the experience of the game
Definition
True
Term
What is the communication of the specific product that fulfill the need of the consumer.
Definition
Marketing.
No product no link to the consumer nothing to market
Term
Define Premium pricing
Definition
High price, high quality return ie; $400 NHL jersey
Term
Define penetration pricing
Definition
Starts at a low price to generate market share, usually this pricing strategy is used when new products enter a market. Lower profit margins but selling larger volume
Term
Define economy pricing
Definition
Low price allied to a commensurate change in product offering
Closely linked to identification/acceptance of market position
Acknowledging where you stand in the market ie; minor league selling half off season tickets
Acknowledging that you are offering the same value and quality as NHL
Term
Why do stadiums have a fan shop or stadium tours?
Definition
To bring in more foot traffic. This brings in money for the stadium during off season and it also creates value
Term
True or False: it is important to understand the location because you need to consider the ease of access, transportation
Definition
true
Term
What are you doing in terms of physical evidence for the consumer to justify the price they are paying
Definition
Ie; sporting banner that showcases championships etc to communicate the value and conveying a specific meaning of the player to your fans
Physical evidence can include cheerleaders , volunteers that help deliver the experience and are dressed in professional gear
Term
True or False: From an organization point of view the process is important so things go smoothly. From a consumer point of view they will understand the process for next time
Definition
True: From an organization point of view the process is important so things go smoothly. From a consumer point of view they will understand the process for next time
Term
What are some strengths of advertising?
Definition
Highly visible
Achieves wide range of objectives
Create and maintain brand awareness
Develop and communicate identity
Impacts consumer behaviour
Term
What are some weaknesses of sports marketing
Definition
High cost, low return
Diminishing effectiveness?
Term
Name some incentives when going to a sporting event
Definition
ie; bobble head day or free tshirt day this is a way brining fans to the door and building your experience and value as a consumer so you can come back
- Opt in give your information ie; email to get an incentive such as signing up to get chosen to sit at the TD comfort zone VIP seating
Term
Define licensor
Definition
Licensor: company or individual granting the license
Term
Define Licensee
Definition
Licensee: company or individual paying for the rights
Term
What is licensing ?
Definition
An agreement that gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee
Term
What is the benefit to licensing and give an example
Definition
licensing offers you to concentrate on your core competencies and transferring other responsibilities to someone else to create it ie; Maple leaf jerseys. Maple leafs gets another company to make the jersey
When licensor is making bad product, using 3rd world parties to create the product can influence your image
Potential risk when licensing
Term
How is sponsorship today?
Definition
Strategic and relational marketing communications tool
Defined and measurable objectives
Property and partner continually assess the overall strategic objectives of the relationship (target market capability, sales objectives)
Recruitment by ‘broader objective’ benefits, including: rights, visibility, networking
Activation + Leveraging!
Term
Why sponsorship?
Definition
#1: Value and equity of sport
Brand image and attribute transference
Leveraged association with a valuable property

#2: Breaking through the clutter
Sport consumer awareness, affection, interest
Market segmentation, reach

#3: Sales and more
Opportunity to fulfill multiple corporate objectives
Supporting users have an ad free experience!