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MKT 445 Exam > Exam > Flashcards

Exam Flashcards

1
Q

The specific application of marketing principles and processes to sports products, and to the marketing of non-sports products through an association with sport

A

Sports Marketing

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2
Q

Origin of sport marketing and sponsorship

A

Ancient Olympic Games in 776 BC

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3
Q

Roots of Sports Marketing in North America

A

1850-1860s (Harvard v. Yale rowing event)

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4
Q

What was the 1st sporting event marketed and with spectators in North America?

A

A Harvard vs. Yale 2 mile ruling event, put on by a railroad official and local business men to produce economic profit

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5
Q

When was the identity era where sponsorship and endorsements evolved?

A

1960’s

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6
Q

When was the first naming rights of a venue?

A

1970’s

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7
Q

When was the “me” decade where sports sponsorships grew in double digits?

A

1980’s

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8
Q

When in sports history did sponsorship growth begin to moderate?

A

1990’s

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9
Q

Three types of consumers in sports

A

Spectators
Participants
Sponsors

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10
Q

Represents manufacturers of products or the organizations that perform some function in the marketing of sports products

A

Producers and intermediaries

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11
Q

Examples of producers and intermediaries in sports industry?

A

Team owners, sanctioning bodies, agents, corporate sponsors, media and sporting good manufacturers

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12
Q

A good, a service, or combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor

A

Sports product

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13
Q

Tangible, physical products, that offer benefits to consumers

A

Goods

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14
Q

Intangible, non-physical products

A

Services

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15
Q

Four types of sports products?

A

Sporting events
Sporting goods
Sports training
Sports information

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16
Q

The two dimensions of the multi-dimensional nature of the sports product

A

Goods-Services
Body-Mind

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17
Q

A coordinated set of elements that sports organizations use to meet their marketing objectives and satisfy consumers needs

A

Sports Marketing Mix

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18
Q

The four elements of the sports marketing mix

A

Sports Product
Price
Promotion
Distribution

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19
Q

The integration in combination of the four marketing mix elements

A

Marketing Program

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20
Q

The process of planning, implementing, and controlling marketing efforts to meet organizational goals, and satisfy consumers needs

A

Strategic Sports Marketing Process

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21
Q

What are the four steps of the strategic sports marketing process?

A
  1. Anticipate consumer demand (*market research AND *monitor external environment)
  2. Segmentation
  3. Targeting
  4. Position
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22
Q

Guides actions of the organization, provides framework or context for which a company strategies are formulated; *indefinite

A

Mission

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23
Q

A long-term roadmap for where an organization is headed

Where does an organization plan to go?
What business does it want to be in?
What customer needs does it want to satisfy?
What capabilities are required for the future?

A

Vision

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24
Q

Converts vision and mission into performance targets within a specified timeframe

A

Organizational objectives

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25
Q

Growth in revenues
Increase in profit margins
Improved return on investments (ROI)

A

(Examples of) Financial objectives

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26
Q

Increased market share
Enhanced community relations efforts
Superior customer service

A

(Examples of) Strategic objectives

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27
Q

What are the two types of organizational objectives?

A

Financial & strategic objectives

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28
Q

What are smart(er) goals?

A

Specific
Measurable
Acceptable
Realistic
Timely
Extending (stretch performer’s capabilities)
Rewarding (has positive impact)

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29
Q

Shared values and assumptions of organizational members that shape an identity and establish preferred behaviors in an organization

A

Organizational culture

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30
Q

Limited periods of time, during which the characteristics of a market in the distinctive competencies of a firm fit together well and reduce the risks of seizing a particular market opportunity

A

Strategic windows

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31
Q

A firm’s attempt to continually acquire information on events, occurring outside the organization to identify and interpret potential trends

A

Environmental scan

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32
Q

What is the relationship between the levels of strategy? (Hint: 4 levels)

A
  1. Corporate-level
  2. Business-level
  3. Functional-level (strategic mkting process)
  4. Operational-level (product, promotion, pricing strategy)
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33
Q

Investing in a sports entity to support overall organizational objectives, marketing goals, and promotional strategies

A

Sponsorship

34
Q

Objectives with short term impact on consumption behavior and focus on increasing sales

A

Direct sponsorship objectives

35
Q

Other objectives that ultimately lead to the desired goal of increasing sales

A

Indirect sponsorship objectives

36
Q

What are 5 types of indirect sponsorship objectives?

A

Increase awareness
Meet/beat competition
Reach new target markets
Build relationships with consumers
Build brand image (match-up hypothesis)

37
Q

The four steps of the sponsorship process?

A
  1. Planning (sponsorship objs)
  2. Evaluation (sponsorship budget)
  3. Execution (sponsorship acquisition)
  4. Measurement (implementation & evaluation of sponsorship)
38
Q

The planned effort to associate indirectly with an event (or other sports entity/product) to gain some of the recognition/benefits associated with being a sponsor, might create illusion of sponsorship; can create noise in order to confuse consumers, and make consumers think they are an official sponsor

A

Ambush marketing

39
Q

2 types of ambush marketing?

A

Direct (i.e. use of IP) & Indirect (i.e. nearby signage)

40
Q

Does ambush marketing work for organizations that do not want to invest in an official sponsorship?

A

Seemingly yes. Studies have shown that consumers cannot correctly identify the official Olympic sponsors.

41
Q

What are the four approaches to sponsorship budgeting?

A
  1. Arbitrary Allocation
  2. Competitive Parity
  3. Percentage of Sales
  4. Objective & Task Method
42
Q

Sponsorship budgeting method where you spend all you have to spend

A

Arbitrary allocation

43
Q

Sponsorship budgeting method based on competitor spending

A

Competitive parity

44
Q

Sponsorship budgeting method that sets a budget based on a standard percentage, applied to either some past actual or forecasted sales revenue

A

Percentage of sales

45
Q

The most difficult sports budgeting method to implement; identifies the promotional objectives, defines the communications tools and tasks, needed to achieve objectives and adds up the costs of planned activities

A

Objective and task method

46
Q

What’s the difference between endemic and nonendemic sponsors?

A

Endemic - Sponsor is highly associated with sport
VS.
Nonendemic - Sponsor that offers products and services that are not directly related to the production or execution of a sports activities

47
Q

Sponsor that offers products and services that are not directly related to the production or execution of a sports activities; these sponsors are increasing their sports sponsorships in recent years

A

Nonendemic sponsor

48
Q

Sponsor is highly associated with sport; sponsor sells products used in the sponsored sport

A

Endemic sponsor

49
Q

A group of individuals (typically 4-5) within the organization responsible for sponsorship evaluation and choice

A

Buying center

50
Q

What are the four steps of the sponsorship purchase decision?

A
  1. Choosing the scope
  2. Choosing the athletic platform (event, team, league, or athlete)
  3. Choosing the particular sports entity
  4. Implementation and evaluation
51
Q

What are the four roles in the buying center?

A
  1. Gatekeepers
  2. Influencers
  3. Decision makers
  4. Purchasers
52
Q

The buying center role that controls flow of information to the team and passes along relevant proposals

A

Gatekeepers

53
Q

Buying center role that impacts the decision making process and has information about the sports entities requesting sponsorship

A

Influencers

54
Q

Buying center role that has ultimate responsibility to choose whether to pursue a sponsorship

A

Decision makers

55
Q

Buying center role that negotiates the contract and carries out to terms of sponsorship

A

Purchasers

56
Q

What are the five promotional mix tools?

A
  1. Advertising
  2. Personal selling
  3. Sales promotion
  4. Public/Community Relations
  5. Sponsorship
57
Q

What are the five advertising appeals in sports?

A
  1. Health appeals
  2. Emotional appeals
  3. Fear
  4. Sex
  5. Pleasure or Fun/Humor
58
Q

Identifies/generates the ideas and the concept of the advertisement – “what is said” and “how it is said”

A

The creative process in advertising

59
Q

3 stages of the creative process of advertising

A
  1. Identify benefits of the sports product
  2. Design ad appeals (e.g. health, emotional, fear, sex, pleasure)
  3. Make ad execution decisions (e.g. comparative ads, slice of life, scientific)
60
Q

What are the five types of advertising execution formats?

A
  1. Message-sidedness (one vs. two)
  2. Comparative
  3. Slice of Life
  4. Scientific
  5. Testimonial
61
Q

What are the three factors of effectiveness for sports celebrities as endorsers?

A

Credibility, expertise, attractiveness

62
Q

The expertise and trustworthiness of the source of the message

A

Credibility

63
Q

The knowledge, skills, or special experience possessed by the source about the sports product

A

Expertise

64
Q

Usually associated with physical beauty, but it appears to have another non-physical dimension based on personality, lifestyle, and intellect

A

Attractiveness

65
Q

A variety of short term, promotional activities that are designed to stimulate immediate product demand/sales

A

Sales promotions

66
Q

What are the five types of sales promotions?

A
  1. Premiums/Giveaways
  2. Contests/Sweepstakes
  3. Sampling
  4. Coupons
  5. Point-of-Purchase Displays (POS)
67
Q

A tool used to guide the creative process toward a solution that will serve the interests of the client in their customers when designing an ad campaign. It organizes a client’s objectives, serves as a guide throughout the creative process, is typically 1-2 pages in length, and covers 6 topics

A

Creative brief

68
Q

What are the six elements of a creative brief?

A
  1. Client information
  2. Technical specifications for deliverable materials
  3. Details about the product/service
  4. Brand elements
  5. Stylistic preferences
  6. Project timeline
69
Q

What are the two elements of choosing a specific medium for advertising? 

A

Reach and frequency

70
Q

The number of people exposed to an advertisement in a given medium

A

Reach

71
Q

The number of times the individual or household is exposed to the media vehicle

A

Frequency

72
Q

What are the four types of media scheduling?

A
  1. Continuous
  2. Flighting
  3. Pulsing
  4. Seasonal
73
Q

Ads run nonstop during the advertising period

A

Continuous

74
Q

Ad expenditures are varied in some months, zero in other months

A

Flighting

75
Q

While ad expenditures vary month-to-month, there’s always some level of advertising

A

Pulsing

76
Q

Ads that only run during the season

A

Seasonal

77
Q

What are the four buying influence roles of the strategic selling process?

A
  1. Economic buyers
  2. User buyers
  3. Technical buyers
  4. Coach
78
Q

Describe the breakdown of sponsorships of the projected $15.5 billion spent by North American companies

A

68-72% on sports
10% on entertainment
9% on causes
4% on arts festivals, fairs, & annual events
3% on associations & membership organizations

79
Q

Regarding sponsorship growth, how much was North American sponsorship spending projected to be in 2020, and how much was this an increase of since 2019?

A

Projected at $15.5 billion, an increase of 3.5% since 2019

80
Q
  • Marketers operate and unpredictable and rapidly changing environments, with many factors that are out of their control
  • No one marketing strategy is more effective than another
  • One that assumes an organization does not operate in isolation, but interacts with other systems 
A

Contingency framework

MKT 445 Exam (1 decks)

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