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

Midterm 2 Agencies/Marketing/Consumer Behavior 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
promotion
designed to convey offers
26
steps 1 and 2 of developing a sport marketing plan
indentify the purpose of the plan | analyze the sport product
27
analyze of the sport product
dynamic and complex nature dimesnions core product product extensions
28
step 3 of developing a sport marketing plan
analyze market conditions | examining internal and external factors
29
SWOT analysis
internal strenghts and weaknesses | external opportunities and threats
30
goal of markeitng plan related to SWOT Analysis
maximize strenghts and opportunities | minimize weaknesses and threats
31
step 4 of developing a marketin plan
position the product differentiating product from competing product creating a distinctive image using honest and inoffensive language
32
branding
using a name, design, or symbol to differentiate product
33
parts of branding
brand awareness brand image brand equity brand loyalty
34
step 5 of developing a marketing plan
analyze, segment and target consumer groups
35
market segmentation
used to identify target audience
36
which 5 areas can consumer be targeted in for step 5
``` demographics geographics psychographics product benefits purchasing behavior ```
37
step 6 of developing a marketing plan
package the product | presenting product in best possible manner
38
packaging a sport product
tangible a sport product | licensed merch and sponsorship
39
step 7 of developing a marketing plan
price the sport product
40
pricing of sport product
most visible and flexible element determine value of product has unique aspects and complexity
41
four factors to consider in pricing
consumer competitor company climate
42
step 8 of developing a marketing plan
promote the sport product
43
promotion of sport product
communicte desired image educate and informa target audience persuade target audience to purchase
44
elements of promotion strategy
``` advertising publicity sales promotion public relations community relation media relation personal selling sponsorship ```
45
step 9 of developing a merketing plan
distribute the sport product
46
distirbution of sport product
product location distribution point of origin geographic location of target market
47
step 10 of creating a marketing plan
evaluate the marketing plan | analyze feedback
48
information needed to develop a marketing plan
``` received via market research the product targeted consumer social, cultural, economic trends direct and indirect competitors ```
49
best way to understand individual as market consumer
segmentation
50
different forms of segmentation
market segmentation target segmentation segmenting consumer based on motives, perceptions, beliefs, and attitudes
51
participant motivation
over 100 motives | extrinsic and intrinsic rewards
52
three key motives for participant motivation
achievement social mastery
53
spectator motivation
different reasons than for participating | vary between diversion and eustress
54
consumer perceptions
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
what is marketing efforts directed to
to shape people´s perceptions of a particular product | to change consumer´s attitude
56
consumer´s attitudes
reflections of inner feeling | based on behavioral component (experience/actions), affective component (feelings), and cognitive component (beliefs)
57
group influences on the sport consumer
external factors influencing buying behavior | friends, family, society
58
what kind of groups may influence our buying behavior
direct indirect aspirational reference groups
59
consumer socialization
through reference groups | process includes modeling, prompting, and reinforcement
60
reference groups
chosen based on what consumer has learned can affect what consumer learns direct and indirect reference groups influence the way we consume sports
61
what can situational influences on sport consumer be
internal or external forces
62
a situation is a set of factors that are
outside of individual consumer | removed from the product
63
examples for situational influences
``` physical surrounding social surrounding task requirements time pressure antecedent states ```
64
stages of consumer decision making process
``` recognition of need or problem seeking info to solve problem determine purchase options evaluation of alternatives making purchase decision postpurchase evaluation ```
65
challenges and issues in consumer behavior
``` emotion of sport consumption globalization of sport virtual consumption compulsive (zwanghaft) consumption social media and consumer behavior ```
66
physical surrounding as a situational influencer
``` don´t recognize direct but affect our view smell of food weather facility audio ```
67
social surrounding as a situational influencer
what are customs and expectations of people surround
68
task requirements as a siutational influencer
why are we consuming - for own or someone elses benefit
69
time as a situational infleuncer
when consumtion/purchase | limited vs more choices
70
the way we feel prior to purchase as a situational influencer
changes every time

Kin 152 Sport and Fitness Management (5 decks)

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