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Kin 152 Sport and Fitness Management > Midterm 2 Agencies/Marketing/Consumer Behavior > Flashcards

Midterm 2 Agencies/Marketing/Consumer Behavior Flashcards

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Sports Trivia flashcards
1
Q

sport management and marketing agencies

A

business that work on behalf of a sport entity

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2
Q

what do many sport agencies deal nowadays with

A

complementary lifestyle activities such as fashion, entertainment, and leisure

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3
Q

functions of sport management and marketing agencies

A

some only one others perform all functions
some represent only one property
some represent all types of properties

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4
Q

examples for functions of sport management and marketing agencies

A 
strategic planning and management
sponsorship and licensing solicitation
event creation, management, and marketing
contract negotiation
marketing activation
financial investment planning
...
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5
Q

why do teams work together with agencies

A

agencies at on behalf of the team to act with some of the stakeholder groups or their agencies

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6
Q

types of sport management and marketing agencies

A

full service
general
specialty
in-house groups

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7
Q

what do sport management and marketing agencies vary in

A

size
budget
type of cliente
scope of service

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8
Q

full-service agencies

A

offer full range of service
have multiple decision
employeeds cover all of clients management and marketing needs

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9
Q

what does the full range of services include

A

Strategic planning and sponsorship solicitation
Event management and contract negotiation
Marketing activation, research, and evaluation

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10
Q

example for full-service agencies

A

WME/IMG (founded in 1960)

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11
Q

working areas of WME/IMG

A

client management
event and venue management
global brand partnerships
media and digital

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12
Q

general agencies

A

integrate approach to development of client programs

business components of 16 W marketing

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13
Q

areas of work of general agencies

A

athlete, coach, and broadcaster representation
corporate consulting and property marketing
hospitality and event management

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14
Q

examples of specialty agiences

A

excel sports management
bespoke sports and entertainment
joyce julius and associates

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15
Q

in-house groups

A

departments that perform sport functions on behalf of parent company
only one clinet: themselves

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16
Q

functions of in-house groups

A

gatekeepers in reviewing presented opportunities

work with other units in corporation

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17
Q

careers in sport management and marketing agencies

A

diverse and challenging
entry requirements
educationaal background

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18
Q

challenges facing agencies

A 
uncertainty in client base
in-house vs. outsourcing
conflicts of interest
labor unrest
mergers and acquisitions
major economic challenges in the marketplace
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19
Q

unique characteristics of sport

A 
intangible
involves emotions
subjective and heteogeneous
socially consumed
experiences are inconsistent and unpredictable
perishable
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20
Q

marketing plan

A

strategic (long term) vs. tactics (short-term)

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21
Q

marketing mix

A

product
place
price
promotion

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22
Q

product

A

core product

extensions (parking, faccilities…)

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23
Q

price

A

price point at which we want to compete

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24
Q

place

A

where product appears

process how product appears at place (ESPN, Twitter)

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25
Q

promotion

A

designed to convey offers

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26
Q

steps 1 and 2 of developing a sport marketing plan

A

indentify the purpose of the plan

analyze the sport product

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27
Q

analyze of the sport product

A

dynamic and complex nature
dimesnions
core product
product extensions

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28
Q

step 3 of developing a sport marketing plan

A

analyze market conditions

examining internal and external factors

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29
Q

SWOT analysis

A

internal strenghts and weaknesses

external opportunities and threats

30
Q

goal of markeitng plan related to SWOT Analysis

A

maximize strenghts and opportunities

minimize weaknesses and threats

31
Q

step 4 of developing a marketin plan

A

position the product
differentiating product from competing product
creating a distinctive image
using honest and inoffensive language

32
Q

branding

A

using a name, design, or symbol to differentiate product

33
Q

parts of branding

A

brand awareness
brand image
brand equity
brand loyalty

34
Q

step 5 of developing a marketing plan

A

analyze, segment and target consumer groups

35
Q

market segmentation

A

used to identify target audience

36
Q

which 5 areas can consumer be targeted in for step 5

A 
demographics
geographics
psychographics
product benefits
purchasing behavior
37
Q

step 6 of developing a marketing plan

A

package the product

presenting product in best possible manner

38
Q

packaging a sport product

A

tangible a sport product

licensed merch and sponsorship

39
Q

step 7 of developing a marketing plan

A

price the sport product

40
Q

pricing of sport product

A

most visible and flexible element
determine value of product
has unique aspects and complexity

41
Q

four factors to consider in pricing

A

consumer
competitor
company
climate

42
Q

step 8 of developing a marketing plan

A

promote the sport product

43
Q

promotion of sport product

A

communicte desired image
educate and informa target audience
persuade target audience to purchase

44
Q

elements of promotion strategy

A 
advertising
publicity
sales promotion
public relations
community relation
media relation
personal selling
sponsorship
45
Q

step 9 of developing a merketing plan

A

distribute the sport product

46
Q

distirbution of sport product

A

product location
distribution point of origin
geographic location of target market

47
Q

step 10 of creating a marketing plan

A

evaluate the marketing plan

analyze feedback

48
Q

information needed to develop a marketing plan

A 
received via market research
the product
targeted consumer
social, cultural, economic trends
direct and indirect competitors
49
Q

best way to understand individual as market consumer

A

segmentation

50
Q

different forms of segmentation

A

market segmentation
target segmentation
segmenting consumer based on motives, perceptions, beliefs, and attitudes

51
Q

participant motivation

A

over 100 motives

extrinsic and intrinsic rewards

52
Q

three key motives for participant motivation

A

achievement
social
mastery

53
Q

spectator motivation

A

different reasons than for participating

vary between diversion and eustress

54
Q

consumer perceptions

A

perceiving sport as meeting a need or motive
action and reaction depend on perceptions
process by which person selects, organizes, and interprets stimuli to create meaningful pic of the world

55
Q

what is marketing efforts directed to

A

to shape people´s perceptions of a particular product

to change consumer´s attitude

56
Q

consumer´s attitudes

A

reflections of inner feeling

based on behavioral component (experience/actions), affective component (feelings), and cognitive component (beliefs)

57
Q

group influences on the sport consumer

A

external factors influencing buying behavior

friends, family, society

58
Q

what kind of groups may influence our buying behavior

A

direct
indirect
aspirational reference groups

59
Q

consumer socialization

A

through reference groups

process includes modeling, prompting, and reinforcement

60
Q

reference groups

A

chosen based on what consumer has learned
can affect what consumer learns
direct and indirect reference groups
influence the way we consume sports

61
Q

what can situational influences on sport consumer be

A

internal or external forces

62
Q

a situation is a set of factors that are

A

outside of individual consumer

removed from the product

63
Q

examples for situational influences

A 
physical surrounding
social surrounding
task requirements
time pressure
antecedent states
64
Q

stages of consumer decision making process

A 
recognition of need or problem
seeking info to solve problem 
determine purchase options
evaluation of alternatives
making purchase decision
postpurchase evaluation
65
Q

challenges and issues in consumer behavior

A 
emotion of sport consumption
globalization of sport
virtual consumption
compulsive (zwanghaft) consumption
social media and consumer behavior
66
Q

physical surrounding as a situational influencer

A 
don´t recognize direct but affect our view 
smell of food
weather
facility
audio
67
Q

social surrounding as a situational influencer

A

what are customs and expectations of people surround

68
Q

task requirements as a siutational influencer

A

why are we consuming - for own or someone elses benefit

69
Q

time as a situational infleuncer

A

when consumtion/purchase

limited vs more choices

70
Q

the way we feel prior to purchase as a situational influencer

A

changes every time

Kin 152 Sport and Fitness Management (5 decks)

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