lecture 1 - marketing for sport and leisure module intro

Question 1

what can we market?

Answer 1

people
places
events
events
causes
ideas
organisations - profit/non-profit
industries

Question 2

what is marketing? (UK chartered institute of marketing (2017))

Answer 2

“The management process which identifies, anticipates and supplies customer requirements efficiently and profitably”

Question 3

what is marketing? (American Marketing Association (2017))

Answer 3

marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large

Question 4

what is a market?

Answer 4

where goods and services are sold e.g. online clothing market

Question 5

how can companies deliver value to customers?

Answer 5

1. price value (e.g. sports direct)
2. performance value (e.g. nike)
3. emotional value (e.g. man U)
4. relational value (e.g. service quality)

Question 6

what costs must customers incur?

Answer 6

1. financial costs (money for replica shirts)
2. social costs (pollution from manufacturing)
3. temporal costs (time queuing for match tickets)
4. psychological costs (new alternatives)

Question 7

what is the marketing concept?

Answer 7

the achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition

Question 8

how is the marketing concept achieved through customer orientation?

Answer 8

corporate activities focused upon providing customer satisfaction

Question 9

how is the marketing concept achieved through integrated effort?

Answer 9

all staff accept the responsibility for creating customer satisfaction

Question 10

how is the marketing concept achieved through goal achievement?

Answer 10

the belief that corporate goals can be achieved through customer satisfaction

Question 11

what is marketing orientation?

Answer 11

the organisation-wide implementation of the marketing concept

Question 12

how is marketing orientation achieved through customer orientation?

Answer 12

corporate activities focused upon providing customer satisfaction

Question 13

how is marketing orientation achieved through competitor orientation?

Answer 13

awareness of the activities, strengths and weaknesses of rivals

Question 14

how is marketing orientation achieved through inter-functional coordination?

Answer 14

where are the departments are focused on creating customer value

Question 15

who are the internal stakeholders in marketing?

Answer 15

employees
managers

Question 16

who are the connected stakeholders in marketing?

Answer 16

distributors
shareholders
customers
suppliers
financiers
retailers

Question 17

who are the external stakeholders in marketing?

Answer 17

government
press/media
pressure groups
local communities
professional bodies
society

Question 18

what is the marketing mix?

Answer 18

useful marketing tool for identifying the right balance for a brands product/service offering to ensure that the business sells the right product, at the right price, in the

Question 19

whats are the 7P’s in the marketing mix

Answer 19

product
promotion
price
place
people
process
physical evidence

Question 20

what is sports marketing?
(Mullin, Hurdy & Sutton (2014))

Answer 20

Sports marketing is the rational, coherent system that helps link sport consumers with sport products

Question 21

what is sports marketing?
(G.D. Crain Jr. (1930))

Answer 21

Sports marketing is the activities of consumers, industrial products and communication people who increasingly use sport as a communication tool

Question 22

what is sports marketing?

Answer 22

It is a powerful tool that is successfully used to promote not only sports, e.g. football and hockey teams, boxers but also works in various business sectors

Question 23

what is marketing OF sport?

Answer 23

initiatives aimed at bringing a sport product closer to end consumers has to do with the operators of sports businesses and organisers of events, leagues, championships, and so on.

Question 24

what is marketing THROUGH sport?

Answer 24

This involves players who use sport as a booster to grow a business that is not directly connected to sports.

Question 25

what is included in sports marketing?

Answer 25

• sporting events
• sports businesses
• individual athletes
• places such as stadiums, facilities where sporting activities take place e.g. gyms
• public bodies, federations, leagues and series, with the purpose of promoting, growing and developing individual disciplines and championships
• equipment for practising sports disciplines
• media and communication which broadcast and disseminate news, live shows, sport talk shows and sport programmes
• sport licensing
• sports sponsorships