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Test #1 Flashcards

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1
Q

What 5 fields of study are the foundation to build the fundamentals of sport marketing?

A
  1. sport studies
  2. bus admin
  3. communications
  4. social sciences
  5. tech
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2
Q

What does the sport marketing management model illustrate? (4)

A
  1. elements of mktg
  2. succession of elements and functions
  3. process of managing
  4. interdependency of elements
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3
Q

What are the 8 levels of the sport marketing management model?

A
  1. mission
  2. research and analysis
  3. consumer, competitor, company, climate (4 C’s)
  4. segmentation
  5. target mkt decisions
  6. sport mktg mix decisions and strategies
  7. product, price, place, promotion
  8. mktg mgmt strategies
    implementation - mgmt - eval adjust
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4
Q

What are the 4 C’s?

A
  1. consumer
  2. competitor
  3. company
  4. climate
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5
Q

What is the difference between company objectives and a company’s mission?

A
  • objectives = provide specific and concrete direction

- mission = should be broad and ambiguous

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6
Q

Why is the mission important in marketing? (2)

A
  1. enables sport marketer to make key decisions and formulate strategies
  2. company will offer products with the intention of meeting the company’s mission
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7
Q

What is the understanding of consumers’ who need or want a company’s product?

A

consumer analysis

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8
Q

What are 4 factors that affect consumer sport marketing strategies?

A
  1. demographics
  2. psychographics
  3. personal behavior
  4. lifestyle
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9
Q

What is the study of a company’s competitor?

A

competitor analysis; also involves industry analysis

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10
Q

What are 6 factors that affect competitor sport marketing strategies?

A
  1. product/price/place/promotion (4 P’s)
  2. industry
  3. trends
  4. position
  5. strengths
  6. market share
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11
Q

What are 6 factors that affect company sport marketing strategies?

A
  1. marketing mix strategies
  2. mission
  3. finance
  4. positioning
  5. strengths/weaknesses
  6. market share
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12
Q

What are 9 factors that affect climate sport marketing strategies?

A
  1. competitor/industry trends
  2. company
  3. economic
  4. political
  5. media
  6. tech
  7. consumer
  8. social
  9. legal
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13
Q

What is positioning?

A
  • product must be diff to compete
  • position self in unique manner in consumers’ eyes
  • done through branding
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14
Q

What is sport marketing research?

A

Plan, collect, and analyze data to help make decisions

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15
Q

What are the purposes of sport marketing? (3)

A
  1. Form a link between the consumer and the sport company
  2. Identify marketing opportunities, problems, or threats
  3. Need info to monitor performance
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16
Q

What questions must a sport marketer ask?

A

Who, what, when, where, why, and how concerning the 4 c’s

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17
Q

What is the basic process for designing sport marketing research? (6 steps)

A
  1. Define objective or problem
  2. Locate existing relevant data
  3. Determine the research design
  4. Conduct the study
  5. Analyze the data
  6. Determine how to use the new knowledge
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18
Q

Define primary sources.

A

Sources from which info is gathered directly

Ex: consumer

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19
Q

Define secondary sources.

A

Info that is already compiled or published

Ex: marketing report

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20
Q

What 2 things must research models have?

A
  1. reliability

2. Validity

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21
Q

What is reliability?

A

Measure of level of consistency of the method

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22
Q

What is validity?

A

Measure of level of correctness of method

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23
Q

What are 5 types of research methods?

A
  1. basic
  2. applied
  3. survey
  4. observation
  5. scientific
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24
Q

What is a random sample?

A

use random #s on a chart

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25
What is convenience sampling?
easiest, but is not always reliable
26
What are 4 types of surveys?
1. person to person 2. phone 3. mail 4. online
27
What are the advantages (4) and disadvantages (3) of online surveys?
advantage: 1. min. cost 2. quick 3. huge reach 4. program does calculations disadvantage: 1. midtrust 2. not reaching targeted people 3. no idea who takes the survey
28
What are advantages (3) and disadvantages (3) of phone surveys?
advantage: 1. direct communication 2. instant 3. can tell sincerety disadvantage: 1. no call list 2. logging info is inefficient 3. expensive
29
What are advantages (2) and disadvantages (3) of person to person surveys?
advantage: 1. engagement 2. instant disadvantage: 1. time-consuming 2. costly 3. smaller sample size
30
What is a focus group?
group of 5-10 consumers brought together to discuss product and gather info
31
What are advantages (1) and disadvantages (3) of a focus group?
advantage: 1. lots of info disadvantage: 1. expensive 2. time-consuming 3. assembling the focus group
32
What is segmentation in the sport business?
- division of whole into parts | - target specific groups
33
What is 4 market segmentation criteria?
1. Identifiability 2. Substantiality 3. Accessibility 4. Responsiveness
34
What is identifiability?
Segments must be identifiable and measurable
35
What is substantiality?
Segments must be of a size large enough to justify marketing mix attention
36
What is accessibility?
Segments must be reachable with the customized marketing mix
37
What is responsiveness?
Segments must respond to a marketing mix customized to that segment
38
What are 5 basis for segmentation?
1. Demographics 2. Psychographics 3. Geography 4. Product use and benefits 5. Purchase behavior
39
What is the 6 step segmentation process?
1. Select a market or industry 2. Select one or more segmentation bases 3. Select specific variables 4. Analyze the segment 5. Select one or more target markets 6. Develop appropriate marketing mix strategies
40
What is 4 step positioning process?
1. Identify the target market's product attribute preferences 2. Identify current positioning strategy 3. Analyze current position and the market's preferred product attributes 4. Determine a positioning strategy
41
What is a brand name?
Word, letter, or number that can be vocalized
42
What is a brand mark?
Recognized by sight and not expressed vocally
43
What is a trademark?
Brand with legal protection and is protected from being used by other companies
44
What is brand preference?
- 2nd level | - consumer develops a preference for a specific brand and will select it for purchase over other brands
45
What are 4 promotional methods?
1. Advertising 2. Personal selling 3. Sales promotion 4. Publicity
46
What are 3 examples of advertising?
1. Newspaper ad 2. Radio ad 3. Tv
47
What are 2 examples of personal selling?
1. Sales force | 2. Public speaking
48
What are three examples if sales promotions?
1. Giveaways 2. Sponsorship 3. Special events
49
What are 3 examples of publicity?
1. Press conference 2. Press release 3. Articles in local or other newspapers
50
How do sport marketers use sport promotion?
Use promotional communications to influence or change the attitudes, opinions, and behavior of consumers in the sport industry
51
What is the 6 steps of the promotional planning model?
1. Establish promotion objectives 2. Check the budget 3. Develop specific plan 4. Determine promotional methods (media) 5. Determine promotional mix 6. Evaluate plan
52
Define promotional mix.
Combination of promotional methods that will help the sport company meet its objectives in the most effective way
53
What are 12 factors affecting decision on promotional mix?
1. A different function for each method 2. The company 3. Stage of product life cycles 4. Access to promotional methods 5. Channels of distribution 6. Target markets 7. The competition 8. Geographic disperse meant of the consumer market 9. The product 10. Push or pull strategy 11. Laws 12. Sport company resources
54
What are three promotional objective?
1. demand 2. edu 3. image
55
What is the purpose of demand?
to affect behavior
56
What is the message of demand?
- persuasive | - demand oriented
57
What is the purpose of edu?
to affect knowledge
58
What is the message of edu?
- informative | - reminder
59
What is the purpose of image?
to affect attitude or perception
60
What is the message of image?
- informative | - persuasive
61
What are 5 levels of maslow's hierarchy of needs?
1. physiological 2. safety 3. social 4. esteem 5. self-actualization
62
What are marketing info systems used for? (3)
1. all about getting consumers to brand loyalty 2. helps us communicate and build relationships 3. collect all consumers and try to get info from them by communicating
63
What is an example of a sport marketing info system?
Dicks- they ask for a scorecard and your info
64
What is a brand?
- Name, symbol, term, and/or design | - whatever you link with the company
65
What are 3 levels of branding?
1. Brand awareness 2. Brand preference 3. Brand loyal
66
What is brand awareness?
- 1st level | - consumer is only aware of the existence of a particular brand
67
What is brand loyalty?
- 3rd level - consumer will purchase only a specifies brand - goal of most companies

Sport Marketing (1 decks)

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