midterm 1 Flashcards
(96 cards)
sport consumers
participants
fans
product
tangible or intangible good or sevice
result of a process
delivered to consumer or end user
approaches to sport marketing
marketing of sport
marketing through sport
marketing of sport
satisfy consumers interest in participating in sport
marketing through sport
reach consumer through an association with sport
sponsorship/endorsement
seperability
goods -> production is seperated from consumption
services -> production and consumption are simultanously
what can be a product be broken down
goods and services
heterogeneity (Verschiedenartigkeit)
made up of different parts
goods - standardized/mass - production
services - heterogenous. no two games/services are the same
intangibility (nichtgreifbarkeit)
goods: tangible (able to own)
services: intangible
perishability (Vergänglichkeit)
goods: non pershiable, can be kept after purchase
services: pershiable; cannot be safed
uniqueness of sport market
sport orgs. simultanously compete and cooperate
allience (Verbindung) and strong personal identification
uniqueness of the sport product
seperation from normal space and time special facilities and equipment experimental inconsistency and unpredictability core product beyond marketers control
awareness connection to a sport team
knowledge of the team, but not thought or feeling
attraction towards a sport team
preference for a team
hedonic motive
attachement to a sport team
identify with a team
values align
allegiance (Loyalität) with a sport team
complex relationship
resistance to alternatives
uniquenesses of financing sport
product pricing hidden costs (additional to admission: parking, drinks...) importance of indirect revenues
sport pricing
sport service pricing is difficult
dynamic pricing (price changes based on teams or personell)
difficult but not unique
indirect revenue
tied to ancillary (extra) product ticket sales club seating corporate sales often greater than direct revenue
direct revenue
tied to core product
merch
sponsorship
media rights
5 steps of an strategic marketing plan
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
step 1 of marketing plan - scan and analyse self
interal contingencies (Mission and Vision) external contingencies (understand environment; competition, tech, social issues, politics, demographics...)
competition
knowledge and awareness of organizations in same business that compete for same customer
direct competitors
same product - can be same or different core product