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Sport Marketing > Term Test > Flashcards

Term Test Flashcards

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1
Q

3Cs

A

customer, company, competition

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2
Q

STP

A

segmentation, targeting, positioning

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3
Q

POD and USP

A

Point of differentiation and unique selling proposition

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4
Q

PESTL

A

external market environment: political, economic, socio-cultural, technological, legal

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5
Q

4 Ps

A

Price, place, product, promotion

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6
Q

Sport Marketing

A

specific application of marketing principals and processes to sport products and to the marketing of non-sport products associated with sport

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7
Q

7 Factors driving the importance of sport marketing

A

image transfer, accessibility of sport, emotional connection, opportunities, corporate interest in sponsoring sport, consumers’ receptive spirit at sporting events, specific targeting ability

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8
Q

Participant consumption behaviour

A

actions performed when searching for, participating in and evaluating the sports activities consumers feel will satisfy their needs and desires.

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9
Q

Fanatics

A

most visible and enthusiastic sport consumers

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10
Q

Loyalists

A

die-hard loyal fans willing to pay top $

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11
Q

Starstruck

A

passionate about a particular sports star

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12
Q

Socialites

A

socializing though sport

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13
Q

Opportunists

A

entertainment seekers

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14
Q

Disinterested

A

vaguely aware, little interest in sport

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15
Q

Levels of connection with sport

A

Awareness, attraction, attachment, allegiance

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16
Q

Consumer gateways to sport

A

participation, attendance / spectator, media, word of mouth, influencers

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17
Q

Decision-making process

A

problem recognition, info search, alternative evaluation, participation, post-participation evaluation

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18
Q

Socialization

A

process by which people assimilate and develop skills, knowledge, attitudes, and other equipment necessary to perform various social roles.

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19
Q

Three forms of involvement

A

behavioural, cognitive, affective

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20
Q

Commitment

A

frequency, duration, intensity of involvement in a sport, or the willingness to invest money, time, and energy in sport involvement.

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21
Q

Criteria for effective segmentation

A

responsiveness, measurability, accessibility, sustainability

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22
Q

Bases of segmentation

A

demographics, psychographics, product benefits, product usage (80-20 rule)

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23
Q

Three steps of segmentation

A

identify total market, divide into smaller mutually exclusive groups, segment-by-segment analysis / buyer behaviour analysis

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24
Q

Segment-by-segment analysis

A

who, what, when, where, why, how

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25
Three ways to target markets
single targeting, multi-segment targeting, combined targeting
26
Sponsorship
an investment in cash or kind in an activity in return for access to the exploitable commercial potential associated with that activity
27
Sponsor
investor who provides resources and in return seeks promotional value and fulfilment of other business objectives
28
Sponsee
property that receives resources and most often seeks to achieve its own objectives from the association
29
Affiliates
intermediaries that support the sponsor-sponsee relationship (benefiting charity, event manager, facility provider, promotional agency)
30
Consumers
play a crucial mediating role in the success of sponsorship
31
Corporate sponsorship up to 1970
Was done for philanthropic reasons (public goodwill)
32
Why did sponsorship change?
-US television act prohibited tobacco ads -increased cost and clutter of traditional media --IOC's decision to open door to commercialization in 1980s -seen as a cost-effective way to breakthrough clutter and reach TM
33
Similarities between advertising and sponsorship
enhance awareness develop, improve or change brand image increase sales
34
Four-step approach to sponsorship
pre-sponsorship practices negotiations sponsorship life sponsorship termination
35
Three main areas of negotiations
1. fit 2. leveraging/activating commitment 3. terms of the sponsorship contract
36
Activation ratio range
1:1 - 4:1 (as high as 10:1)
37
Consumer-centric model of sponsorship effects
antecedents, mediators, consequences (consumer-focused outcomes vs. brand-focused outcomes)
38
Promotion
engaging consumers to influence their behaviour
39
Integrated marketing communication
surround your TMs with relevant and reinforcing messaging
40
AIDA
awareness interest desire action
41
Sports advertising
occurs when the product, company, or brand is in the sports industry
42
Benefits to sports advertisers
reach customer retention less/easier selling increased sales brand equity
43
Advertising Brief
outlines all key components of the plan and gives direction to all departments involved with executing the plan
44
Advertising brief steps
background (overview of client, threats, visions, goals etc.) role of communication (explain advertising assignment) target audience key idea (USP) reason to believe for consumer tone/brand voice deliverables (media, channels, reach etc.) timing
45
Viral Advertising
placed online with hopes they will catch on and be spread over the internet
46
grassroots advertising
uses small groups or key influencers to spread message
47
cross-promotional advertising
happens when two or more companies share and advertising campaign
48
direct to consumer advertising
ad with a call to action guiding viewer how to immediately buy
49
Relationship marketing
form of personal selling, creating, maintaining and enhancing strong, value-added relationships
50
Public relations
plan for and manage all connections between the organization and the public
51
benefits of PR
promotion cost-effective build awareness retention market advantage
52
typical PR plan
overview of situation goals strategies for success identify target audiences identify key media targets communicate recommendations create timeline follow up
53
5 Rs of social media
review all information and content react to fans/consumers respond refine messaging refresh messaging
54
Social Media plan
audit competitive review define goals and objectives develop content cross-promotion analyze
55
Challenges of Canadian pro sport
value of Canadian $ taxation policies level of public subsidy covid recovery
56
4 pillars for pro sports success
market size income levels strong corporate presence level playing field (exchange rates, taxes)
57
Sport Canada's mission
to enhance opportunities for Canadians to participate and excel in sport
58
Three parts of Sport Canada
1. sport programs 2. sport policy 3. major games and hosting
59
Social Marketing
adaptation of commercial marketing strategies designed to influence the voluntary behaviour of target audiences to improve their personal welfare
60
3 Tools for social change
1. education 2. laws/regulations 3. social marketing
61
3 TM characteristics
motivation opportunity ability
62
4 stages of change
pre-contemplation, contemplation, preparation and action, maintenance
63
Cause marketing
partnership between a non-profit and a for-profit company. Normally linked to consumer pruchases.
64
Cause-related marketing
promise of monetary donation to a cause resulting from certain corporate sales
65
Cause sponsorship
involved brands paying rights fees to be associated with a charitable organization
66
Tactical approaches of cause marketing
1. point-of-sale 2. percentage of sale 3. licensing
67
Cause-related sport marketing
links causes to brands in sport contexts to achieve marketing as well as philanthropic objectives in a mutually beneficial partnership
68
Ambush marketing
planned effort by an organization to associate itself indirectly with an event in order to gain at least some of the recognition and benefits that are associated with being an official sponsor
69
Ambushing techniques
-sponsoring media coverage of the event and/or purchasing advertising in and around broadcast -sponsoring subcategories with the event -engaging ad space close to the event -thematic ad and implied association
70
Four types of niche sports
-minor leagues -indoor versions of outdoor sport -emerging sport that represent top level of competition -women's sport leagues
71
Donor cycle
1. identification 2. qualification 3. cultivation 4. solicitation 5. stewardship
72
Three keys of qualification
1. capacity 2. affinity 3. propensity
73
Four arms of CSR
1. philanthropy 2. community involvement 3. youth education 4. youth health

Sport Marketing (1 decks)

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