Chapter 7

Question 1

Is there a difference between marketing sporting events and other products or services?

Answer 1

1. once a seat to a sporting event is gone and unused it is forever.
2. 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.
3. the cost of attending the event s much greater than the event itself
4. sport events are social.Event consumers like being a part of a large crowd

Question 2

Target Marketing

Answer 2

events to meet the needs of a specific segment of the population

Question 3

Market Segments

Answer 3

segments are groups of consumers (or potential consumers) with similar attributes, attitudes, or behaviors

Question 4

What are some criteria used to identify market segments?

Answer 4

demographics
psychographics
product usage
product benefits

Question 5

Demographics

Answer 5

population characteristics such as age, gender, ethnicity, location, income, and education

Question 6

Psychigraphics

Answer 6

lifestyle, personality, opinions, and values

Question 7

Product Usage

Answer 7

how often and how much

Question 8

Product Benefits

Answer 8

benefits sought

Question 9

How do we determine what segment to target?

Answer 9

interest in event, likelihood of buying, size and accessibility

Question 10

What are niche markets?

Answer 10

small, focused segments whose needs may not be currently satisfied by larger events

Question 11

What is advertising?

Answer 11

a paid non-personal, clearly sponsored message.

can be electronic media, print media, or OUTDOOR MEDIA (BILLBOARDS, BUS, etc.)

Question 12

What is the key to effective word of mouth?

Answer 12

customer satisfaction, providing recruiting incentives, and effective use of web technologies

Question 13

What do spectators usually desire from a sport event?

Answer 13

1. socialization
2. performance
3. excitement
4. esteem
5. diversion

Question 14

What do participants tend to need to be satisfied? Host should focus on the entire experience!

Answer 14

1. competition
2. adequate scheduling
3. transportation
4. accommodations
5. welcome parties
6. activities
7. goody bags
8. a gracious host (thank them, inform them, make them feels special, etc.)

Question 15

Brand

Answer 15

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.

Question 16

How do we engage the community for better promotion?

Answer 16

involve community leaders, commissions and CVB’s. and advisory groups

Question 17

4 P’s

Answer 17

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