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Kin 151 Sport and Fitness Marketing > midterm 1 > Flashcards

midterm 1 Flashcards

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Sports Trivia flashcards
1
Q

sport consumers

A

participants

fans

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2
Q

product

A

tangible or intangible good or sevice
result of a process
delivered to consumer or end user

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3
Q

approaches to sport marketing

A

marketing of sport

marketing through sport

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4
Q

marketing of sport

A

satisfy consumers interest in participating in sport

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5
Q

marketing through sport

A

reach consumer through an association with sport

sponsorship/endorsement

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6
Q

seperability

A

goods -> production is seperated from consumption

services -> production and consumption are simultanously

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7
Q

what can be a product be broken down

A

goods and services

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8
Q

heterogeneity (Verschiedenartigkeit)

A

made up of different parts
goods - standardized/mass - production
services - heterogenous. no two games/services are the same

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9
Q

intangibility (nichtgreifbarkeit)

A

goods: tangible (able to own)
services: intangible

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10
Q

perishability (Vergänglichkeit)

A

goods: non pershiable, can be kept after purchase
services: pershiable; cannot be safed

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11
Q

uniqueness of sport market

A

sport orgs. simultanously compete and cooperate

allience (Verbindung) and strong personal identification

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12
Q

uniqueness of the sport product

A 
seperation from normal space and time
special facilities and equipment
experimental
inconsistency and unpredictability
core product beyond marketers control
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13
Q

awareness connection to a sport team

A

knowledge of the team, but not thought or feeling

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14
Q

attraction towards a sport team

A

preference for a team

hedonic motive

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15
Q

attachement to a sport team

A

identify with a team

values align

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16
Q

allegiance (Loyalität) with a sport team

A

complex relationship

resistance to alternatives

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17
Q

uniquenesses of financing sport

A 
product pricing
hidden costs (additional to admission: parking, drinks...)
importance of indirect revenues
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18
Q

sport pricing

A

sport service pricing is difficult
dynamic pricing (price changes based on teams or personell)
difficult but not unique

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19
Q

indirect revenue

A 
tied to ancillary (extra) product
ticket sales
club seating
corporate sales
often greater than direct revenue
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20
Q

direct revenue

A

tied to core product
merch
sponsorship
media rights

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21
Q

5 steps of an strategic marketing plan

A 
scan and analyse self 
clarify strategic objectives and goals
develop a marketing plan
integrate marketing plan into strategic use of recourses to ensure success
control and evaluate
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22
Q

step 1 of marketing plan - scan and analyse self

A 
interal contingencies (Mission and Vision)
external contingencies (understand environment; competition, tech, social issues, politics, demographics...)
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23
Q

competition

A

knowledge and awareness of organizations in same business that compete for same customer

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24
Q

direct competitors

A

same product - can be same or different core product

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25
Q

indirect competitors

A

satisfy same needs/wants

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26
Q

substitue product

A

similar product

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27
Q

impact technology has on marketing function

A

promotion (virtual advertisment)
distribution (info via internet)
sales (downloadable tickets)

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28
Q

development of sport product product through technology

A

equipement design
broadcasting
product adaptions (review of plays)

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29
Q

method to analyze self and environment

A

SWOT Analysis

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30
Q

Internal capabilities of a SWOT Analysis

A

are controllable

Strenghts and weaknesses

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31
Q

external capabilities of a SWOT Analysis

A

are uncontrollable
opportunities
threats (often related to competitior)

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32
Q

organizational goal of step 2 of a strategic marketing plan - clarify strategic objectives and goals

A

helps to focus on purpose

long-term pupose based on mission statement (e.g, increase sponsorship revenue, fan engagement)

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33
Q

financial goals

A

specification on revnues and profit an organization wants to make

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34
Q

strategic goals

A

achievements an organizaton wants to make in terms of long-term marketing and competetiveness, increase marrket share

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35
Q

objective

A

short term purpose
measureable and time limited
guide the marketing process
(e.g. increase ticket sale by 5% next year)

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36
Q

characteristics of objectives

A

suitality - must support organization´s mission and vision
linkage - developed to achieve broad objectives
measurability - must be evluated over time frame
feasibility - accomblishable
acceptability - agreed upon all org. levels
motivating - be attainable but challenging

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37
Q

important part of step 3 develop marketing plan

A

market selection

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38
Q

market selection

A

segmentation
targeting
positioning

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39
Q

market segmentation

A

state of mind
stae of being
product usage
product benefit

40
Q

targeting

A

sizable
measureable
reachable
behavioral pattern (consistent)

41
Q

positioning

A

how do we want people to think about our product

42
Q

marketing mix decisions

A

based on multiple decisions

43
Q

primary activities to implement plan

A 
organization
leadership & interaction
recource usage
coordination and timing of activities
info management
44
Q

organiziation to implement marketing plan

A

how organization should be structure for plan

grouping of tasks into units

45
Q

leadership and interation of implementing marketing plan

A 
understand roles (feedback and suggetion regarding plan)
motivating work force
46
Q

recources acquistion and usage

A

organization needs to have people with skill, equipment and money to put plan into action
influenced by economic environment

47
Q

coordination and timing of activities to implement marketing plan

A

securing human, finacial and technological recources
activities must be carried out in timely manner
E.g. coordinationg between units (season ticket increase mailed on fan appreciation night - bad)

48
Q

info management of implementing marketin plan

A

info about plan must be transported to correct people
info about target is vital to develop mix elements
feedback is for control phase

49
Q

step 5 of a strategic marketing plan - control and evaluate

A

measuring results of plan take actions to ensure that goals and objectives are achieved

50
Q

steps of control and remote

A

measuring results -> compare results to objectives & goals -> communicate results -> modify the play as needed

51
Q

measuring results

A

sales analysis
profitability analysis
customer satisfaction
market audit (prüfen)

52
Q

what should a mission statement include

A

what business the organization is in
who the organizations customers are
how the organization seeks to satisfy their customers´ needs/wants

53
Q

external contingencies of step 1 - scan and analyse self

A 
outside org. - can impact marketing process
competition
tech
cutural/social issues
physical environment
legal/political issues
demographics
economy
54
Q

physical environment

A

natural recources that can impact sport product
climate
conservation (golf course maangement, materials for sporting goods)

55
Q

political and legal environment

A 
sociel issue and laws impacting sport product and marketing
monopolies in sport
taxes
sympols and mascots
tile IX
56
Q

demographics

A

impact of poulation trends on sport product and marketing

age, population size, ethics, races, income…

57
Q

economic environment

A

macroeconomics - events on national/international level impacting consumer spending
microeconomics - individual level spending

58
Q

how do we receive information about consumers

A

consumer profiles
emails
social media
competitors

59
Q

what do we want to know about our consumers

A

state of being
state of mind
behavioral variations
product usage

60
Q

types of data

A

primary

secondary

61
Q

primary data

A

data we collect ourselves for specific purposes (surveys)

62
Q

secondary data

A

data collected by others that we use for our purposes (buying database)

63
Q

pros and cons of sport consumer data

A 
secondary data - extensive but general
potential bias (vorurteil) in secondary data
64
Q

what approach can be used to look at info more detailed

A

scope and frequency approach

65
Q

irregular narrow studies of the scope and frequency approach

A

commissioned or paid study
infrequent - one time
narrow focus - info about specific question

66
Q

irregular broad studies of the scope and frequency approach

A

infrequent - one time
broad in scope - lot of general info
info not specific

67
Q

challenges of irregular broad studies

A

how to identify sample
how to reach participants
how to get people to respond

68
Q

regular narrow studies of scope and frequency approach

A

focus on specific sample
conducted frequently
identify tends over time

69
Q

what are regular narrow studies important for

A

to evaluate marketing outcomes against goals and objectives

70
Q

regular broad studies of scope and frequency approachj

A

conducted frequently
focus on general info
like annual study

71
Q

individual factors that influence consumer´s behavior

A

lifecycle stage/family lifecycle stage
physical characteristics
self-concept/self-esteem

72
Q

lifecycle stage

A

comprises (beinhalten) stages a person experiences over life

73
Q

family lifecycle

A

single, married, children, empty nester…

74
Q

physical characteristics

A

skills and abilities needed to participate

body types and physical skills

75
Q

self - concept

A

what i think or believe about myself

76
Q

self - esteem

A

the pos./neg. evaluations we have of our self

77
Q

matrix of self

A

actual self
ideal self
social self
ideal social self

78
Q

types of variables

A

psychographic (what people are thinking, motives)
demographic (race, sex, age)
behavioral (product usage)

79
Q

motives of sport consumers according to Sloan

A 
salubrious effect (recreation)
stress and stimulation seeking
catharsis (release aggression)
entertainment
achievement-seeking
80
Q

what step is Segmentation part of in the strategic marketing process

A

step 3 - develop a marketing plan -> market selection

81
Q

what is segmentation

A

process of dividing market into groups of consumers

82
Q

why do we need to do market segmentation

A

create bridge between managerial analysis and managerial action

83
Q

what is market segmentation based on

A

info received from market research

84
Q

what are factors that need to be considered for a market segmentation

A

different view, needs/wants, capabilities

85
Q

what is market segmentation based on

A

demographics
psychographics
behavioral
not just one way to segment market - sometimes multiple segments targeted with one product

86
Q

demographics

A

sex
age
socioeconomics (income)

87
Q

psychographic

A

psychological connection

motives

88
Q

behavioral

A

product usage

level of consumption

89
Q

best way to achieve most effective resutls

A

combination of different variables/segmentation to be most effective

90
Q

market selection decisions - targeting

A

is sizable
measurable
reachable
behaviroal pattern (consistent)

91
Q

what does demographic data tell us about the consumer

A

who are the sport consumers

92
Q

what does psychographic data tell us about the consumer

A

what are our sport consumers thinking

93
Q

what does behavioral data tell us about the consumer

A

what are sport consumers doing

94
Q

what is amrketing

A

process
promotion
selling
advertising

95
Q

what makes the sport industry estimate

A 
revenue from pro sport orgs.
operating income from pro sport orgs.
spectators
sporting goods stores (retail)
media contracts
96
Q

uniqueness of sport promotion

A

high media exposure
positive - wide exposure
negative - focus on poor behavior

Kin 151 Sport and Fitness Marketing (3 decks)

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