Marketing

Question 1

• Sport consumer

Answer 1

Is someone who generally uses sport products or services.

Question 2

• Sport customer

Answer 2

Is someone who pays for the use of a specific product or service.

Question 3

• Marketing demands a process where a range of issues are considered in order to maximize the likelihood that a customer will

Answer 3

first of all be attracted to the product, will second, make the decision to buy it, and third, be satisfied by the product or service once it has been consumed and used => These processes can then be combined in order to construct a workable definition of marketing.

Question 4

• Two dimensions of sport marketing :

Answer 4

1. The application of marketing concepts to sport products and services.
2. The marketing of non-sport products through an association to sport.

Question 5

• Marketing philosophy is concerned with

Answer 5

creating a win-win situation for both the organization and sport consumers, but it recognizes that no one will win if the consumers needs are not met.

Question 6

Industry

Answer 6

An assembly of markets where similar, or closely related, products and services are offered to consumers. Industries are often categorized according to the types of products and services they offer.

Question 7

• The size of the sport organization can be measured by :

Answer 7

1. ) By counting how much money is spent on sport, such as sporting goods, the building of venues and organized sporting activities.
2. ) Determining how much money government and private organizations such as corporations contribute to sport by way of grants and sponsorship
3. ) Examine how much consumers spend on sport related products and services per year, how many people participate in sport, how many people are employed in the sport industry and even how many volunteers provide their services.

Question 8

• Three different kinds of industrial activities.

Answer 8

1. ) Those associated with the government which are collectively referred to as the public sector, including national, state/county/provincial. Regional and local governments, as well as quasi government institutions and agencies that are involved in the development of sport, determining government sport policy, bolstering competitive performance or in health promotion or drug compliance.
2. ) The non-profit or voluntary sector. Made up of local clubs, community-based associations, universities and colleges, governing organizations and international federations the focus is on the development of sport through organized competition and participation, with a heavy emphasis on the regulation and management of sport.
3. ) The professional or corporate sector. Is commercially focused, compromising professional clubs, leagues and major events. This group includes a vast number of corporations that have a financial interest in sport. Any organization with the primary purpose of making profit from an association with sport may be placed in this category.

Question 9

• Governments influence sport in 4 ways :

Answer 9

1. Governments at various levels provide funding and facilities for sport.
2. Governments can be directly involved in the development of sport via training institutes and elite testing facilities.
3. Governments can deliver sport, health or physical activity related programs, or just promote lifestyle campaigns.
4. Governments can take responsibility for aspects of sport compliance, such as anti-doping, as well as the composition of the general regulatory environment.

Question 10

• Sport and recreation organizations can be classified into three different kinds of non-profit groups.

Answer 10

1. Amateur sport, training ,fitness and sport facilities, and sport competition and events.
2. Recreation and social clubs such as country clubs and leisure clubs.
3. Service clubs that use sport as a vehicle for social development.

Question 11

• Professional sport teams produce a product that is sold to four groups:

Answer 11

1. Fans ; who support leagues by attending games, following games on television and other media and purchasing league and team related merchandise.
2. Television and other media or broadcasting companies that purchase the right to show games as a programming option.
3. Communities that build facilities and support local clubs.
4. Corporations that support leagues and clubs by increasing gate monies, purchasing teams outright or providing revenues through sponsorships or other associations.

Question 12

• The idea of regulating sport leagues in order to keep a fair and balanced competition has become more common in sport. To achieve this, regulators often adopt three key structural principles.

Answer 12

1. They establish an independent decision-making body to regulate the member teams or organizations, such as the FIA, FIFA etc.
2. Sport regulators impose rules designed to minimize costs and maximize profits.
3. Sport regulators aim to increase revenue through marketing efforts.

Question 13

3 types of spectators

Answer 13

Aficionado
Theatrgoer
Champ follower
reclusive partisan
Passionate partisan

Question 14

• The sport marketing framework describes the stages and activities of sport marketing.

Answer 14

Stage 1 : Identify Sport Marketing Opportunities :
Stage 2 : Develop a strategic marketing strategy.
Stage 3 : Plan the marketing mix.

Question 15

Dimensions of a competitor analysis :

Answer 15

Geographic scope : What region or location do they operate in with emphasis on overlap ?
Mission and vision : Do they intend to maintain their current market position, or do they have a vision to change their situation ? What are their ambitions for the future ?
Objectives : What are their short- to medium-term goals.
Market share and position : Are they a small player, a medium player or a virtual monopolist.
Strategy : What methods are they using to gain an advantage over their competition ?

Question 16

A sport organization must understand its competition because :

Answer 16

1. ) Competitors may have weaknesses to be exploited.
2. ) Competitors may have strengths that could represent a threat, or alternatively provide a lesson.
3. ) Competitors change over time.

Question 17

Differences between goods and services;

Answer 17

1. ) Tangibility : tangible when they are physical and are experienced by the senses.
2. ) Consistency : Services are more likely to have variable quality. Sporting goods have a high degree of reliability. Consistency refers to how reliable the quality of the product is from one time that it is purchased and used to the next.
3. ) Perishability : refers to whether a sport product can be stored and used at another time.
4. ) Separability : a term used to describe whether the creation or manufacturer of a sport happens at the same time as when it is consumed. Sport services are made and consumed at the same time.

Question 18

Key variables of the sport product :

Answer 18

• Core benefit : represents the principal benefit a customer receives from buying and using a product.
• Actual product : refers to the features of the product, developing the right features can help amplify a products effect or allow it to be better moulded to the specific needs of customers.
• Augmented product : refers t any extras or extensions that are added to the actual features of the product.

Question 19

The implementation success of a sport marketing plan is enhanced through the use of 5 implementation tools

Answer 19

leadership and commitment
communication and delegation
teamwork and projects
rewards and reinforcement
control and feedback