Chapter 7 Flashcards
Is there a difference between marketing sporting events and other products or services?
- once a seat to a sporting event is gone and unused it is forever.
- consumers of sport events tend to be highly identified with the product. Similarly, event participants may also be highly identified with the sport in which they participate.
- the cost of attending the event s much greater than the event itself
- sport events are social.Event consumers like being a part of a large crowd
Target Marketing
events to meet the needs of a specific segment of the population
Market Segments
segments are groups of consumers (or potential consumers) with similar attributes, attitudes, or behaviors
What are some criteria used to identify market segments?
demographics
psychographics
product usage
product benefits
Demographics
population characteristics such as age, gender, ethnicity, location, income, and education
Psychigraphics
lifestyle, personality, opinions, and values
Product Usage
how often and how much
Product Benefits
benefits sought
How do we determine what segment to target?
interest in event, likelihood of buying, size and accessibility
What are niche markets?
small, focused segments whose needs may not be currently satisfied by larger events
What is advertising?
a paid non-personal, clearly sponsored message.
can be electronic media, print media, or OUTDOOR MEDIA (BILLBOARDS, BUS, etc.)
What is the key to effective word of mouth?
customer satisfaction, providing recruiting incentives, and effective use of web technologies
What do spectators usually desire from a sport event?
- socialization
- performance
- excitement
- esteem
- diversion
What do participants tend to need to be satisfied? Host should focus on the entire experience!
- competition
- adequate scheduling
- transportation
- accommodations
- welcome parties
- activities
- goody bags
- a gracious host (thank them, inform them, make them feels special, etc.)
Brand
a combination of names, symbols, slogans, or logos that identify a product and distinguish it from other products.
it can communicate quality, importance, excitement, etc.
How do we engage the community for better promotion?
involve community leaders, commissions and CVB’s. and advisory groups
4 P’s
product- is the unit of exchange designed to satisfy needs and provide benefits to the event participant and spectator.
price- what you ask from your customers to watch or participate in your event.
place- an important issue related to time (when is the event) and location (where is the event).
promotion-embodies the methods marketers use to communicate with customers. The purpose is to stimulate interest in, awareness of, and ultimately purchase of product
