spm final Flashcards
(24 cards)
Data mining
customer satisfaction management
-demographic & psychographic profiles of current & potential consumers
-to make strategic marketing decisions
Technologies in athlete recruiting (2 areas)
use of computers to analyze
-for coaches: players, game video, scouting reports, teach movements & strategies to athletes
-for SID: distribution of info to media
Recent technological development in coaching & SIM
-use of the internet (website design engines, interactive questionnaires, email, chat rooms/data mining)
-digital video
Building controls
-lighting system
-sound system
-intercom
-lighting system
-sound system
-intercom
computerized indoor air quality systems
-HVAC systems
Online video conferencing
accessed from anywhere
-cost saving
Planning for High Tech Application
plan ahead
What is CRM?
customer retention & build positive relationship
Who is the “C” in CRM?
anyone who wants to buy product, stakeholders, potential buyers
-stakeholders: employees, fans, athletes
What is the customer lifecycle?
intro
-growth
-maturity
-decline
(finding customer, building value for customer, establish long-term relationships, E-loyalty)
Examples of customer service
FAQs, real-time service chat, help desk, privacy & security
Presentation outline (ticket operations)
real-time attendance, ticket redistribution, ticket lotteries, duplicate tickets, seat selection
Ticket redistribution
-fans disclose to a sport organization during a focus group that they are not renewing season tix bc many of the tix went unused
-what can be done to resolve this problem to avoid additional season ticket holders?
Benefits of ticket redistribution
-reduced involvement of “secondary” market
-higher probability seats will be used: maximizes all revenue streams
-unprinted tix automatically go to will call one hour before event
Ticket lottery
can identify those eligible and conduct a random drawing
-beneficial for those with large base of szn ticket holders
-“priority” system
High demand for tickets
-season ticket holders sell their og tickets to brokers for profit
-facility doesn’t scan tickets, therefore more fans come through gates than there are seats
What is social media?
digital tools that let you share info & network with others
Mainstream media
-tv, radio, newspapers, magazines
-the role of “audience” & “authors” are clear
The background of social media
communication & collaboration between individuals or groups
Social media impact on users (Who’s using it?)
47% of adults or 57% of internet users are using at least one social networking service
How do people use social media?
keeping up with friends
-assisting with & talking about purchasing decisions
-sharing info & accessing reviews
-interact with companies
How do companies use social media?
-generate additional awareness & exposure
-enhanced customer service
-driving website traffic & subscribers
-improving research & monitoring
-generate leads & improving sales
How does social media impact society?
sources for inspo, research, documentation, & promotion
-reporters seeking opinions of people
Potential negative effects of social media
exposes brands & people to criticism
-potential damage to employees’ companies & careers
-potential to be used for destructive behavior
-free speech & communication issues
-athlete recruiting loopholes & violations
