midterm 1 Flashcards

(96 cards)

1
Q

sport consumers

A

participants

fans

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2
Q

product

A

tangible or intangible good or sevice
result of a process
delivered to consumer or end user

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3
Q

approaches to sport marketing

A

marketing of sport

marketing through sport

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4
Q

marketing of sport

A

satisfy consumers interest in participating in sport

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5
Q

marketing through sport

A

reach consumer through an association with sport

sponsorship/endorsement

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6
Q

seperability

A

goods -> production is seperated from consumption

services -> production and consumption are simultanously

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7
Q

what can be a product be broken down

A

goods and services

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8
Q

heterogeneity (Verschiedenartigkeit)

A

made up of different parts
goods - standardized/mass - production
services - heterogenous. no two games/services are the same

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9
Q

intangibility (nichtgreifbarkeit)

A

goods: tangible (able to own)
services: intangible

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10
Q

perishability (Vergänglichkeit)

A

goods: non pershiable, can be kept after purchase
services: pershiable; cannot be safed

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11
Q

uniqueness of sport market

A

sport orgs. simultanously compete and cooperate

allience (Verbindung) and strong personal identification

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12
Q

uniqueness of the sport product

A
seperation from normal space and time
special facilities and equipment
experimental
inconsistency and unpredictability
core product beyond marketers control
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13
Q

awareness connection to a sport team

A

knowledge of the team, but not thought or feeling

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14
Q

attraction towards a sport team

A

preference for a team

hedonic motive

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15
Q

attachement to a sport team

A

identify with a team

values align

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16
Q

allegiance (Loyalität) with a sport team

A

complex relationship

resistance to alternatives

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17
Q

uniquenesses of financing sport

A
product pricing
hidden costs (additional to admission: parking, drinks...)
importance of indirect revenues
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18
Q

sport pricing

A

sport service pricing is difficult
dynamic pricing (price changes based on teams or personell)
difficult but not unique

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19
Q

indirect revenue

A
tied to ancillary (extra) product
ticket sales
club seating
corporate sales
often greater than direct revenue
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20
Q

direct revenue

A

tied to core product
merch
sponsorship
media rights

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21
Q

5 steps of an strategic marketing plan

A
scan and analyse self 
clarify strategic objectives and goals
develop a marketing plan
integrate marketing plan into strategic use of recourses to ensure success
control and evaluate
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22
Q

step 1 of marketing plan - scan and analyse self

A
interal contingencies (Mission and Vision)
external contingencies (understand environment; competition, tech, social issues, politics, demographics...)
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23
Q

competition

A

knowledge and awareness of organizations in same business that compete for same customer

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24
Q

direct competitors

A

same product - can be same or different core product

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25
indirect competitors
satisfy same needs/wants
26
substitue product
similar product
27
impact technology has on marketing function
promotion (virtual advertisment) distribution (info via internet) sales (downloadable tickets)
28
development of sport product product through technology
equipement design broadcasting product adaptions (review of plays)
29
method to analyze self and environment
SWOT Analysis
30
Internal capabilities of a SWOT Analysis
are controllable | Strenghts and weaknesses
31
external capabilities of a SWOT Analysis
are uncontrollable opportunities threats (often related to competitior)
32
organizational goal of step 2 of a strategic marketing plan - clarify strategic objectives and goals
helps to focus on purpose | long-term pupose based on mission statement (e.g, increase sponsorship revenue, fan engagement)
33
financial goals
specification on revnues and profit an organization wants to make
34
strategic goals
achievements an organizaton wants to make in terms of long-term marketing and competetiveness, increase marrket share
35
objective
short term purpose measureable and time limited guide the marketing process (e.g. increase ticket sale by 5% next year)
36
characteristics of objectives
suitality - must support organization´s mission and vision linkage - developed to achieve broad objectives measurability - must be evluated over time frame feasibility - accomblishable acceptability - agreed upon all org. levels motivating - be attainable but challenging
37
important part of step 3 develop marketing plan
market selection
38
market selection
segmentation targeting positioning
39
market segmentation
state of mind stae of being product usage product benefit
40
targeting
sizable measureable reachable behavioral pattern (consistent)
41
positioning
how do we want people to think about our product
42
marketing mix decisions
based on multiple decisions
43
primary activities to implement plan
``` organization leadership & interaction recource usage coordination and timing of activities info management ```
44
organiziation to implement marketing plan
how organization should be structure for plan | grouping of tasks into units
45
leadership and interation of implementing marketing plan
``` understand roles (feedback and suggetion regarding plan) motivating work force ```
46
recources acquistion and usage
organization needs to have people with skill, equipment and money to put plan into action influenced by economic environment
47
coordination and timing of activities to implement marketing plan
securing human, finacial and technological recources activities must be carried out in timely manner E.g. coordinationg between units (season ticket increase mailed on fan appreciation night - bad)
48
info management of implementing marketin plan
info about plan must be transported to correct people info about target is vital to develop mix elements feedback is for control phase
49
step 5 of a strategic marketing plan - control and evaluate
measuring results of plan take actions to ensure that goals and objectives are achieved
50
steps of control and remote
measuring results -> compare results to objectives & goals -> communicate results -> modify the play as needed
51
measuring results
sales analysis profitability analysis customer satisfaction market audit (prüfen)
52
what should a mission statement include
what business the organization is in who the organizations customers are how the organization seeks to satisfy their customers´ needs/wants
53
external contingencies of step 1 - scan and analyse self
``` outside org. - can impact marketing process competition tech cutural/social issues physical environment legal/political issues demographics economy ```
54
physical environment
natural recources that can impact sport product climate conservation (golf course maangement, materials for sporting goods)
55
political and legal environment
``` sociel issue and laws impacting sport product and marketing monopolies in sport taxes sympols and mascots tile IX ```
56
demographics
impact of poulation trends on sport product and marketing | age, population size, ethics, races, income...
57
economic environment
macroeconomics - events on national/international level impacting consumer spending microeconomics - individual level spending
58
how do we receive information about consumers
consumer profiles emails social media competitors
59
what do we want to know about our consumers
state of being state of mind behavioral variations product usage
60
types of data
primary | secondary
61
primary data
data we collect ourselves for specific purposes (surveys)
62
secondary data
data collected by others that we use for our purposes (buying database)
63
pros and cons of sport consumer data
``` secondary data - extensive but general potential bias (vorurteil) in secondary data ```
64
what approach can be used to look at info more detailed
scope and frequency approach
65
irregular narrow studies of the scope and frequency approach
commissioned or paid study infrequent - one time narrow focus - info about specific question
66
irregular broad studies of the scope and frequency approach
infrequent - one time broad in scope - lot of general info info not specific
67
challenges of irregular broad studies
how to identify sample how to reach participants how to get people to respond
68
regular narrow studies of scope and frequency approach
focus on specific sample conducted frequently identify tends over time
69
what are regular narrow studies important for
to evaluate marketing outcomes against goals and objectives
70
regular broad studies of scope and frequency approachj
conducted frequently focus on general info like annual study
71
individual factors that influence consumer´s behavior
lifecycle stage/family lifecycle stage physical characteristics self-concept/self-esteem
72
lifecycle stage
comprises (beinhalten) stages a person experiences over life
73
family lifecycle
single, married, children, empty nester...
74
physical characteristics
skills and abilities needed to participate | body types and physical skills
75
self - concept
what i think or believe about myself
76
self - esteem
the pos./neg. evaluations we have of our self
77
matrix of self
actual self ideal self social self ideal social self
78
types of variables
psychographic (what people are thinking, motives) demographic (race, sex, age) behavioral (product usage)
79
motives of sport consumers according to Sloan
``` salubrious effect (recreation) stress and stimulation seeking catharsis (release aggression) entertainment achievement-seeking ```
80
what step is Segmentation part of in the strategic marketing process
step 3 - develop a marketing plan -> market selection
81
what is segmentation
process of dividing market into groups of consumers
82
why do we need to do market segmentation
create bridge between managerial analysis and managerial action
83
what is market segmentation based on
info received from market research
84
what are factors that need to be considered for a market segmentation
different view, needs/wants, capabilities
85
what is market segmentation based on
demographics psychographics behavioral not just one way to segment market - sometimes multiple segments targeted with one product
86
demographics
sex age socioeconomics (income)
87
psychographic
psychological connection | motives
88
behavioral
product usage | level of consumption
89
best way to achieve most effective resutls
combination of different variables/segmentation to be most effective
90
market selection decisions - targeting
is sizable measurable reachable behaviroal pattern (consistent)
91
what does demographic data tell us about the consumer
who are the sport consumers
92
what does psychographic data tell us about the consumer
what are our sport consumers thinking
93
what does behavioral data tell us about the consumer
what are sport consumers doing
94
what is amrketing
process promotion selling advertising
95
what makes the sport industry estimate
``` revenue from pro sport orgs. operating income from pro sport orgs. spectators sporting goods stores (retail) media contracts ```
96
uniqueness of sport promotion
high media exposure positive - wide exposure negative - focus on poor behavior