Introduction to the Sport Integrated Marketing Mix

Question 1

What is a good?

Answer 1

Tangible products e.g. clothing or computers

Question 2

What is a service??

Answer 2

Intangible products e.g. education, medical services

Question 3

What are the 7 elements of the marketing mix?

Answer 3

1 Product (including service)
2 Pricing
3 Place
4 Promotion
              Rest added to accommodate for services
5 People
6 Physical evidence
7 Processes
(Sponsorship-could be added for sport)

Question 4

What are the multiple layers of a product?

Answer 4

1. Core benefit e.g. transportation
2. Actual product- features,design, brand name
3. Augmented product- delivery, after-sale service, warranty

Question 5

What are some limitations of the marketing mix?

Answer 5

. Marketing considered more nuanced than a toolbox of marketing
. Marketing mix has alienated marketing departments and made firms less universally market-orientated

Question 6

What is the product in the marketing mix and example

Answer 6

. Good/service offered

. level of performace-sustainable competitive advantage

Question 7

What is the place in the marketing mix? and example

Answer 7

a) distribution channels- process to become the product e.g. factories to distribution centres
or
b)place where good/service is consumed e.g. stadium

Question 8

What is price in the marketing mix? and example

Answer 8

What price for the product based on the price elasticity of the product e.g. stadium season ticket prices

Question 9

What is promotion in the marketing mix? and example

Answer 9

Communication channels to target market e.g. advertising

Question 10

What are people in the marketing mix? and example

Answer 10

Individuals in the organisation that aid in the marketing of the product e.g. manager,

Question 11

What is physical evidence in the marketing mix?

Answer 11

Physical aspects that help to improve the delivery of a product e.g. aesthetic kit or attractive stadium

Question 12

What are processes in the marketing mix?

Answer 12

Systems and activities helping to meet customers wants and needs e.g. refund for bad service e.g. refund fans for bad away performance

Question 13

What is included in marketing communications?

Answer 13

. Communicating a good, service, or brand to customers
. Attempting to satisfy customers’ wants and needs successfully over rival brands
. Utilising one (or several) promotional tools to out-perform competitors and implement the marketing concept

Question 14

What are the possible implications when the wrong marketing communications are sent?

Answer 14

. can harm brand particualrly small firms
. small firms that can barely afford advertising need it to work
. larger firms may be able to recover

Question 15

What is included in the integrated marketing communications mix? and the additional element for sport?

Answer 15

. Relationship building and management
. Advertising
. Publicity
. Personal contact
. Incentives
. Atmospherics
. Sponsorship
.(licensing)

Question 16

What are the key characteristics of the integrated marketing communications mix?

Answer 16

. All the promotional tools that a business utilises
. The management and integration of such promotional tools‘ in an attempt to present a consistent message across the available promotional mix elements
. The performance outcomes of such promotional tools

Question 17

Explain the disadvantage of the integrated marketing communications mix?

Answer 17

. Research suggests its rigid nature makes rapid responses to the environment more difficult
. Suggests a flexible integration should be developed=autonomy of departments to adapt the approach to market changes without be centrally controlled

Question 18

Explain the Relationship Building and Management component of the integrated marketing Mix

Answer 18

. Networking and creating positive connections with customers
. key for sport as loyalty and emotional connection and paramount and so gaining loyalty is likely to be long-lasting
e.g. Twentry20 Cricket came about after loss in popularity of traditional 4-day cricket- ECB talked to consumers =success of new format bringing crowds in

Question 19

Explain the advertising component of the integrated marketing communications Mix

Answer 19

. potential to reach global audiences with attractive/persuasive messages
. can be very costly & ineffective-not good for some small firms
e.g. adverts enticing pay-per-view boxing

Question 20

Explain the publicity component of the integrated marketing communications Mix

Answer 20

. Managing information and bringing it to the attention of the public
. Football clubs have recently allowed Amazon documentaries= increased global awareness
. Negative publicity can harm brand e.g. Nike and Ronaldo rape case

Question 21

Explain the personal contact component of the integrated marketing communications Mix

Answer 21

. aim is to bridge the gap to consumers
. important element of building loyalty
. e.g. meet the players and getting signed birthday cards when you become a member of a club

Question 22

Explain the incentives component of the integrated marketing communications Mix

Answer 22

. All activities aiming to stimulate quick buyer behaviour
. price discounts, prize giveaways
.short term hit-long term gain
. bad experience after discount is a double hit for firm

Question 23

Explain the atmospherics component of the integrated marketing communications Mix

Answer 23

Everything done to ensure consumption of good/service creates a good emotional value
. ensuring a good crowd noise, lights show all adds to atmospherics

Question 24

Explain the sponsorship/licensing component of the integrated marketing communications Mix

Answer 24

Business agreement between two parties with mutual benefits
. e.g. aim of Nike/Adidas to compete for sponsoring as many footballers as possible-aim of achieving 360 deals-club, country, player

Question 25

What is value co-creation?

Answer 25

. Creating value by working with customers
. Creating a customer experience
. Being more than market-oriented
. Improving business performance (e.g., sales)

Question 26

What is value co-destruction?

Answer 26

. Creating negative relationships with customers
. When firms overload their customers with information
. Facilitating a poor customer experience
. Linking with the dark-side of marketing