Chapter 2 Flashcards
There are 2 types of sports/events consumption. What are they called?
- Direct consumption
- Indirect consumption
Give examples of direct consumption of sports/events
- Attendance at live event
- Direct game attendance revenues
- Additional revenues (like merchandise you bought during the event)
Give examples of indirect consumption of sports/events
- Not at event venue
- Media and advertising revenues
What influences Direct Consumption?
- Perceived options (I can go to the concert/match or do sth else)
- Team or sport identification (if I love the team I will want to support them and go to the match)
- Personal incentives (things that motivate me to do sth)
- Marketing incentives (like offering of gifts, rewards, premiums etc. To motivate customer to buy sth/attend the event
What are 3 things that are required to get attendance?
- Time
- Money
- Effort - I gotta go there, plan, prepare, maybe sacrifice sth else, etc.
When it comes to perceived options (one of the things that influence direct consumption), what does it consist of?
- Alternatives (sport/event - yes/no)
- Multiple options (other sports or events)
- Future availability (is it a one time event? Will it happen again?)
- Financial requirements (ticket prices)
- Convenience and comfort (ease of access, time of day, etc.)
Are all of the perceived options variables within the control of marketers? Or not? Give examples.
No, some of them are beyond control of sports marketers (like weather, scheduling), but other variables can be managed to encourage attendance (like day/time of event and financial requirements)
What are non-monetary convenience and comfort factors? (That are affecting perceived options)
- Day and time of the event
- Parking availability
- Weather
- Driving distance/time to event
- Availability of consumption via indirect means (like TV, radio or online)
How does team Identification influence direct sport consumption?
- Means of expressing personal identity
- May have greatest impact on attendance
- May be branded extension of team
- Very loyal segment
What are personal incentives? Give examples.
- Interest in sport
- Desire to engage in social interactions (e.g. the Hill, Daytona, team bus to hockey)
- Value-added elements of event experience (post game entertainment, half time entertainment - like during Super Bowl)
In what way marketing influences event attendance?
- Marketing communications: which channels are used-e.g. social media, tv - this choice determines what audience you can reach
- Promotions: incentives, motivates people to attend the event
- Physical environment: aesthetics and spatial (things related to space, like stadion - does it have a roof? seats?)
Physical aspects are valuable in informing and persuading people to engage in direct sports consumption
What are 3 types of incentives that are used to encourage attendance?
- Price-based incentives (discounts on tickets or other expenditures)
- Benefit-based incentives (provide bundle of benefits for single price such as food and beverage vouchers or “all you can eat” seats)
- Reward-based incentives (offer item of value such as a cap or t-shirt)
Give 3 examples of physical environment aesthetic aspects that can encourage attendance.
- External appearance
- Scoreboard
- Cleanliness
Give 6 examples of physical environment spatial aspects that can encourage attendance.
- Ease of entry and exit
- Concourses (a large open area inside or in front of a public building) and aisles
- Seating comfort
- Restrooms
- Traffic flow
- Concessions (discounts)
On what aspects does the physical environment have impact?
The physical environment has impact on satisfaction with the experience and on repatronage intentions
