Term
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Definition
| socially and ethically accepted physical activity, the instrumental goal of which is physical achievement |
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Term
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Definition
| Anything that can be offered to meet people's wants and needs |
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Term
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Definition
| the delivery of customer satisfaction at a profit |
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Term
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Definition
| Sport marketing is a subdivision of marketing which focuses on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sport teams. |
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Term
| Traditional definition of sport |
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Definition
Big muscle activity
Competition
Rule
Organization |
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Term
| Sectors of sport marketing |
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Definition
Spectator sport sector
Participant sport sector
Sport good
Sport Facility
Media and information
Sponsorship
Sport Managment service
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Term
3 Waves of Physical Activity
Evolution |
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Definition
School-driven 1st wave (Pedagogical)
Government-driven 2nd wave (Pedagogical, sociological, Philosophical historical, Physiological, Biomechinacal, Psychological)
Market-driven 3rd wave (Same as gov. but Managment is added) |
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Term
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Definition
| A group of firms that provide similar, well-defined products, usually names after the product (computer industry) |
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Term
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Definition
| The industry where products derived from sport are produced, distributed, and consumed |
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Term
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Definition
Objective: Sell Products
Enabling Forces: Industrial Revolution
How companies see the market: Mass buyers with physical needs
Key marketing concept: Product development
Company marketing guidelines: Product specification
Value proposition: Functional
Interaction with consumers: One-to-Many transaction |
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Term
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Definition
Objective: Satisfy and retain the consumers
Enabling Forces: Information technology
How companies see the market: Smarter consumer with mind and heart
Key marketing concept: Differentiation
Company marketing guidelines: Corporate and product positioning
Value proposition: Functional and emotional
Interaction with consumers: One-to-One relationship |
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Term
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Definition
Objective: Make the world a better place
Enabling Forces: New wave technology
How companies see the market: Whole human with mind, heart. and spirit
Key marketing concept: Values
Company marketing guidelines: Coporate, vision, values
Value proposition: Funtional, emotional, and spiritual
Interaction with consumers: Many-to-many collaboration |
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Term
| Marketing Managment Process (MMP) |
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Definition
Five Steps
- Visualize and position the org. in the market
- Clarify your goals and objectives
- Develop a market
- Integrate a marketing plan into a broader, strategic allocation of resources that ensues success
- Control and evaluate the plan's implementation
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Term
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Definition
Direction the business will pursue within its chosen environment and guides the allocation of resources and effort
The big picture of how the org can be successful |
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Term
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Definition
How a brand or product line will achieve its objectives
Provides information such as segmentation of the market, target market, positioning, marketing mix demand, and expenditures |
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Term
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Definition
| Overall statement of what the company wants to be/do |
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Term
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Definition
| Plans to accomplish the mission statement |
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Term
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Definition
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Term
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Definition
Specific
Measurable
Agreeable upon
Realistic
Time Specific |
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Term
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Definition
| Set of consumers who profess a sufficient level of interest in a market offer |
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Term
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Definition
| The set of consumers who have interest, income, and access to a particular offer |
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Term
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Definition
| The part of qualified available market the company or team decides to pursue |
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Term
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Definition
| The set of consumers who are buying the company product |
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Term
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Definition
| General sport knowledge learned or stored in memory |
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Term
| situational self-relevance |
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Definition
| Temporary feeling of self-relevance due to external, physical, social stimuli in the environment |
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Term
| Spectator development process |
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Definition
| Prospect->first-tim->repeat spectator->fan->hardcore fan |
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Term
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Definition
| 20% of your customers make up 80% of your revenu |
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Term
Customer Relationship Managment (CRM)
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Definition
| Long-term profit maximization through building customer relationship |
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Term
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Definition
Contains four sections with positive and negative, resource and environment.
Positive resources= Strength Negative Resources= Weakness
Positive environment= opportunity Negative environment= threat |
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Term
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Definition
1. Define the scope of the market
Well-defined markets lead to meaningful segmentation
2. Determine segmentation bases
3. Segment the market
4. Make profiles for each segment |
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Term
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Definition
Attractiveness of segment
Organizations objectives and resources
Single-segment concentration (only one target)
Selective specialization (selects specific targets)
Full market coverage (whole market target) |
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Term
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Definition
| What you do with the mind of the prospect. You position the product in the mind of the prospect. |
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Term
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Definition
- An entity must establish a position in the minds of its targeted consumers
- The position should be singular, providing one simple and consistent message
- The position must set an entity apart from its competitors
- An entity cannot be all things to all people- must focus its efforts
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Term
| Marketing Mix (4 & 7 P's) |
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Definition
Product
Price
Promotion
Place
People
Process
Physical Evidence |
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Term
| Sport marketing mix (9 P's) |
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Definition
Sport event
Price
Promotion
Media (delivery)
People
Operation
Facility
Sponsorship
Merchandizing |
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