Sport Marketing

Question 1

Unique characteristics of sport

Answer 1

demands unique approach to marketing, provides marketers with challenges and opportunities

Question 2

Sport marketing definition

Answer 2

“all activities designed to meet the needs and wants of sport consumers through exchange processes”

Question 3

Sport marketing

Answer 3

1. marketing sports products and services directly to consumers
2. marketing other consumer or industrial products and services through sport promotions

Question 4

Differences between sport and traditional marketing

Answer 4

organizations must compete AND cooperate, sports consumers consider themselves experts due to strong personal identification, consumer demand for sport can fluctuate widely, sport is intangible, subjective and experiential, there is no sport inventory, sport is public consumed and consumer satisfaction is tied to social facilitation, the sport product is inconsistent and unpredictable, sport marketers have little control over core product and limited control over product extensions, sport is both a consumer and industrial product, sport has a universal appeal

Question 5

Sport marketing markets:

Answer 5

products, services, entities

Question 6

Developing sport marketing plan (4 P’s)

Answer 6

Product, price, place, promotion

- central to the sport marketing plan, manipulated by marketers strategic/tactical plans

Question 7

Integrating other elements with 4 P’s for optimal success (10 Ps)

Answer 7

purpose, product, projecting the market, positioning, players, packaging, pricing, promotion, place, promise

Question 8

Developing sport marketing plan step 1

Answer 8

identify the purpose of the sport marketing plan

Question 9

Developing sport marketing plan step 2

Answer 9

analyze the sport product - dynamic and complex nature of the sport product, dimensions of the sport product, core product, product extensions

Question 10

Developing sport marketing plan step 3

Answer 10

project the market climate - influence of market conditions, assessing the sport climate: examining internal and external factors

Question 11

Developing sport marketing plan step 4

Answer 11

position the sport product - differentiating the product from competing products, creating a distinctive image of the product, elements of effective communication practices

Question 12

Branding

Answer 12

using a name, design or symbol to differentiate a sport product (brand awareness, image, equity, loyalty)

Question 13

Developing sport marketing plan step 5

Answer 13

pick the players - analyzing and targeting consumers: grouping and selecting, market segmentation (used to identify target audiences)

Question 14

Segmentation into 4 areas

Answer 14

demographics, psychographics, media preferences, purchasing behaviour

Question 15

Developing sport marketing plan step 6

Answer 15

package the sport product - presenting the product in the best possible manner, tangible sport product, licensed merchandise and sport sponsor ship

Question 16

Developing sport marketing plan step 7

Answer 16

price - determine the value of the product, price is the most visible and flexible element, factors to consider when develop pricing strategy, unique aspects and complexity of sport pricing

Question 17

Developing sport marketing plan step 8

Answer 17

promote the sport product - communicating the desired image, educating and informing target audiences, persuading target audiences to purchase

Question 18

Elements of promotion strategy

Answer 18

advertising, publicity, activities and inducements, public relations, community relations, media relations, personal selling, sponsorship

Question 19

Developing sport marketing plan step 9

Answer 19

place: distributing the sport product - product location, distribution point of origin, geographic location of target markets, other channels

Question 20

Developing sport marketing plan step 10

Answer 20

evaluate the promises of the sport marketing plan - evaluating the extent to which plan met its promise, obtaining and analyzing feedback from internal and external sources

Question 21

Info needed to develop marketing plan

Answer 21

the product, targeted consumers, social, cultural, and economic trends, direct and indirect competitors

Question 22

Ambush marketing

Answer 22

marketing activities that attempt to capitalize on the popularity of events by inferring some kind of link between the event and product even though no such relationship exists - hope to create confusion to reduct effectiveness of competitor’s sponsorship

Question 23

Ambush marketing example

Answer 23

McDonalds paid $40mill to be official sponsor of 1994 winter olympics