Sports Marketing Pillars

Question 1

What are the Segments of the Sport Industry

Answer 1

Professional Sports
Sports Governing Bodies
Recreational activities (skiing,running,swimming)
Sports apparel
Sports Equipment
Amateur Sports
Intercollegiate and high school athletics

Question 2

What are additional Segments within the Sports Industry?

Answer 2

Sports Agencies
Sports marketing firms: IMG, Helios 
Sports Law firms 
Sports consulting firms
Sports research firms

Question 3

What are the factors affecting growth in the Sports Industry?

Answer 3

1. Consumers
2. Activities and Events
3. Sporting Goods
4. Facilities
5. Profesional Services
6. Sports Education
7. Sports Media
8. Commercialization and Marketing of Sports

Question 4

What are the different areas in the evolution in sports marketing?

Answer 4

Monopoly Era
Television Era
Highlight Era
Experience Era

Question 5

What are external factors to the Sports Marketing Mix?

Answer 5

Economic factors that face every sports organization
Historical and recent government or political trends in the area in which the organization operates.
Social trends of those demographics
New technology current available and soon to be introduced within the market
Technology changes within the organization that have occurred

Question 6

What do you need to analyse within an industry?

Answer 6

The competition within
The market share of allegiances
Other sports products that could serve as replacements
The talent pool availability and the possibility of expansion

Question 7

What are the internal factors?

Answer 7

SMART Objectives

Competitive Advantage

Question 8

What are the four options when using competitive advantage?

Answer 8

Using market penetration strategy
Using market development strategy
Have a product development
Develop a new product for a new market

Question 9

What do you need to know about each individual consumer?

Answer 9

Each has it’s own perceptions, interests, personalities, and attitudes

Question 10

What form of consumer segmentation are there?

Answer 10

Geographical -Demographic, Psychographic (lifestyle,social class,personal values), Behavioral

Question 11

What’s the downside of too much segmentation?

Answer 11

Can eliminate possible consumers

Question 12

What are the four basic Ps in marketing?

Answer 12

Product, Price, Place, Promotion

Question 13

What are the four basic price strategies?

Answer 13

Market premium pricing
Market skimming pricing
Market penetration pricing
Value pricing, or sometimes referred to as perceived value pricing

Question 14

What are the four As in the marketing mix?

Answer 14

availability, affordability, acceptability, and awareness

Question 15

What are the 3 additional Ps

Answer 15

Physical Evidence, People, Process

Question 16

What are the guidelines when implementing a marketing plan?

Answer 16

Stick to deadlines unless there is a clear need for extensions/changes.
Be adaptable to the changes within the market and be ready to respond quickly.
Hold staff/departments accountable by setting specific standards that coincide with your SMART goals.
Preset key indicators of what success looks like.
Take notes/lessons along the way for new marketing missions.
Believe in the process.