Chapter 12 - Marketing

Question 1

sport marketing

Answer 1

all activities designed to meet the needs and wants of sport consumers through exchange processes

Question 2

elements of sport marketing

Answer 2

1. marketing sports products and services directly to consumers
2. marketing other consumer or industrial products and services through sport promotions

Question 3

differences between sport marketing and traditional marketing

Answer 3

1. sport is intangible, subjective and experiential
2. sport involves emotion
3. sport is unique to individuals
4. sport is socially consumed
5. sport experiences and events are unpredictable
6. sport considers themselves experts
   * 7. sport is PERISHABLE

Question 4

what is marketed during sports

Answer 4

1. products
2. services
3. entities

Question 5

marketing mix ( 4 P’s )

Answer 5

1. product
2. price
3. place
4. promotion

Question 6

elements to developing a sport marketing plan ( 10 P’s )

Answer 6

1. purpose
2. product
3. projecting the market
4. positioning
5. players
6. packaging
7. pricing
8. promotion
9. place
10. promise

Question 7

step 1 for developing a sport marketing plan

Answer 7

1. identify the purpose of the sport marketing plan

2. outline goals (summary of outcome) and objectives (activities that enable competition )

Question 8

step 2 for developing a sport marketing plan

Answer 8

1. analysts the sport product
   
   • dynamic and complex nature of sport product
   • dimension of the sport product
   • core product
   • product extension
   • product life cycle

Question 9

core product

Answer 9

uncertainty of game outcome

Question 10

examples of product extension

Answer 10

mascots, music, concession, halftime or intermissions

Question 11

product life cycle

Answer 11

1. introduction stage
2. Growth stage
3. Maturity stage
4. Decline stage

Question 12

step 3 for developing a sport marketing plan

Answer 12

analyze market conditions (project the market climate)

• influence market conditions
• assessing sport climate

Question 13

SWOT analysis

Answer 13

1. Strength - focuses on internal of the organization
2. Weakness - focuses on internal of the organization
   ex. Managers, athletes, workers
3. Opportunities - The environmental factors to the external of the organization
4. Threats - The environmental factors to the external of the organization
   ex. External stakeholders

Question 14

step 4 for developing a marketing plan

Answer 14

position the sport product

• differentiating the product from completing products
• creating distinctive image of the product

Question 15

branding

Answer 15

using a name, design, or symbol to differentiate a sport product

Question 16

brand equity

Answer 16

the added value to a product through the brand compared to a product without the brand

Question 17

brand loyalty

Answer 17

how loyal an individual is to a brand

Question 18

step 5 fro developing a sport marketing plan

Answer 18

segment and target consumer groups (pick the players)

• analyzing and targeting consumers
• market segmentation (ex. demographics, media preferences, and purchasing behaviour)

Question 19

step 6 for developing a sport marketing plan

Answer 19

package the sport product

• presenting the product in the best possible manner
• packaging ( tangible sport product, core product and product extension)
• licensed merchandise and sport sponsorship

Question 20

step 7 for developing a sport marketing plan

Answer 20

price the sport product

• determine value
• price is the most visible and flexible element
• factors to consider when developing pricing strategies (consumer, competitor, company, and climate)

Question 21

step 8 for developing a sport marketing plan

Answer 21

promote the sport product

-

Question 22

step 8 for developing a sport marketing plan

Answer 22

promote the sport product

• communicating the desire image
• educating and informing target audience
• persuading target audiences to purchase

Question 23

elements of promoting strategy

Answer 23

1. advertising
2. publicity
3. activity and inducements
4. public relations
5. community relations
6. media relations
7. personal selling
8. sponsorship

Question 24

step 9 for developing a sport marketing plan

Answer 24

place: distribution the sport product
- product location
- distribution point of origin
- geographic location of target markets

Question 25

step 10 for developing a sport marketing plan

Answer 25

evaluating the promises of the sport marketing plan - evaluating the extent to which plan met its promise - obtaining and analyzing feedback from internal and external source

Question 26

market research

Answer 26

information needed to develop marketing plan (product, target consumers, social/economic/cultural tends, direct and indirect competitors )

Question 27

ambush marketing

Answer 27

marketing activities that attempt to capitalize on the popularity of events by inferring some kind of link between the event and product