Term
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Definition
| Selling role in which a salesperson handles inbound inquiries or orders by telephone or email |
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Term
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Definition
| Ticket salespeople initiating contact with prospective or current customers in an attempt to persuade them to purchase tickets |
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Term
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Definition
| Individuals who have indicated some interest with a sports brand |
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Term
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Definition
| Investment of money, products, or services by a company in exchange for the rights to be associated with a sports property and use that association in marketing activities |
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Term
| Naming rights sponsorship |
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Definition
| Association in which a corporate sponsor acquires the rights to have a corporate or brand name incorporated into the venue's official name |
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Term
| Secondary brand association |
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Definition
| Brand association inferred by customers by linking a brand to information already store in memory |
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Term
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Definition
| Total number of persons or percentage of a total population that is exposed to a brand message within a specific time period |
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Term
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Definition
| Number of persons or percentage of a population exposed to a brand message that is part of a brand's target market |
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Term
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Definition
| High volume of marketing messages placed in a particular medium that vies for an individual's attention |
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Term
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Definition
| Occurs when the meaning consumers hold for a sports property is assigned to a brand that is linked to that property |
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Term
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Definition
| Situation in which a sponsor is the only company within its product category associated with a sponsored property |
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Term
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Definition
| Strategy to communicate or promote as association with a sports property by a sponsor to its target market |
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Term
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Definition
| Opportunity to reach a sports property's audience at the physical location of the sports property |
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Term
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Definition
| involves collaboration between a sponsor, sports, property, and a sponsor's marketing partners to create campaigns with the aim of benefiting all involved parties |
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Term
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Definition
| Added value to a sponsorship through allowing a sponsor's partners to enhance the sponsor's association with the sports property through themed promotions |
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Term
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Definition
| planned effort by a company that is not an official sponsor to create the impression that it is associated with the property or sporting event in some way |
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Term
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Definition
| total number of exposures of an audience to a brand message |
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Term
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Definition
| document created by a sports property that gives an overview of the property, information on the property's audience, and benefits of partnering through sponsorship |
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Term
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Definition
| the cost a company pays to be recognized as an official sponsor |
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Term
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Definition
| monies spent on marketing activities to communicate a brand's sponsorship |
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Term
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Definition
| activation dollars divided by rights fees |
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Term
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Definition
| ability of an individual to identify awareness of a brand sponsor |
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Term
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Definition
| ability of an individual to identify a brand when prompted with the product category |
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Term
| Top-of-mind brand awareness |
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Definition
| the first brand that comes to mind when consumers are given a product category |
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Term
| Return on Investment (ROI) |
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Definition
| financial return on a sponsorship in comparison to the monies invested in the sponsorship |
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Term
| Return on objective (ROO) |
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Definition
| Assessment of how well a sponsorship performed in respect to the objectives of the sponsorship |
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Term
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Definition
| strategy and process used to analyze a population of buyouts in order to identify groups of buyers an organization believes it is best equipped to serve |
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Term
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Definition
| the audience group (or segments) of buyers that will be the focus of marketing strategy decisions |
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Term
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Definition
| Variables used to classify individuals on the basis of personal values, hobbies and interests, and lifestyle |
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Term
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Definition
| Segmentation based on the behavior of individuals (or businesses) such as frequency, volume, or dollar amount of purchases |
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Term
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Definition
| specific platform that can be used to deliver a message to an audience |
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Term
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Definition
| measure of the number of persons that are exposed by a media vehicle that are also a part of the target market |
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Term
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Definition
| grouping or segmenting customers into three categories based on the revenue or profit they generate for an organization |
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Term
| External marketing environment |
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Definition
| characteristics, developments, or trends happening outside of an organization that could potentially impact it |
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Term
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Definition
| brands or firms that target similar customers with comparable products and prices |
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Term
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Definition
| Brands or organizations whose offerings meet the same or similar customer need |
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Term
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Definition
| any good or service for which a consumer might make a purchase that would prevent purchasing a ticket to a sporting event |
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Term
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Definition
| changes in characteristics of behaviors and demographic profile of people over time |
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Term
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Definition
| system of beliefs, values, and behaviors that members of a society adopt and pass along from one generation to the next |
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Definition
| practices used in the production, distribution, and promotion of products that promote environmental protection |
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Term
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Definition
| making claims about environmental practices that are deemed questionable or self-serving |
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Term
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Definition
| strengths, weaknesses, opportunities, and threats |
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Term
| MAC (match, avoid, convert) |
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Definition
| approach for translating the results of a SWOT analysis into marketing strategies |
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Term
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Definition
| General statements about what an organization wants to be, do, or become |
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Term
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Definition
| The outcomes to be achieved as a result of the investment in marketing activities |
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Term
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Definition
| desired outcomes that have a direct impact on an organization's revenues or profits |
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Term
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Definition
| desired outcomes from marketing communications |
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Term
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Definition
| Research conducted by professional research organizations and available for purchase by any member of an industry |
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Term
| Utilitarian consumption motives |
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Definition
| purchases based on a consumer's desire to achieve some functional benefit from a good or service |
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Term
| Hedonic consumption motives |
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Definition
| purchases based on the desire to have a sensory experience |
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Term
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Definition
| within sports is an observable behavior such as a particular style of play of a player, team, or sport, a certain level of performance, or other observable traits, behaviors, or characteristics |
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Term
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Definition
| personal relevance of a sport object's functional performance |
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Term
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Definition
| personal relevance a sports object holds based on its ability to allow a person to express his or her ideal self-image to the world |
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Term
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Definition
| consumption of a sporting event through actual attendance at the event |
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Term
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Definition
| consumption of a sporting event at a site other than the event's venue |
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Term
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Definition
| how value is conceived, implemented, and communicated for the benefit of customers, the organization, and other stakeholders |
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Term
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Definition
| use of marketing for creating communicating, delivering, and exchanging sports experiences that have value for customers, clients, partners, and society |
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Term
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Definition
| Judgment of the benefits received from consumption of a product compared to the sacrifices required to acquire the product |
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Term
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Definition
| creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefits |
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Term
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Definition
| long-term managerial decisions that affect an organization as a whole, including marketing of products and services |
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Term
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Definition
| short-term decisions made in support of a firm's strategies, transforming plans into actions. |
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Term
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Definition
| Statement of what an organization does, who it serves, and its goals |
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Term
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Definition
| review of occurrences and trends both inside and outside of an organization |
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Term
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Definition
| stated outcomes that the marketing function pursues to contribute toward meeting the organization's mission |
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Definition
| group or groups of customers most likely to use a product |
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Term
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Definition
| marketing decisions involving product, price, place, and promotion |
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