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Sport Marketing > Term Test > Flashcards

Term Test Flashcards

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Sports Trivia flashcards
1
Q

3Cs

A

customer, company, competition

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2
Q

STP

A

segmentation, targeting, positioning

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3
Q

POD and USP

A

Point of differentiation and unique selling proposition

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4
Q

PESTL

A

external market environment: political, economic, socio-cultural, technological, legal

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5
Q

4 Ps

A

Price, place, product, promotion

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6
Q

Sport Marketing

A

specific application of marketing principals and processes to sport products and to the marketing of non-sport products associated with sport

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7
Q

7 Factors driving the importance of sport marketing

A

image transfer, accessibility of sport, emotional connection, opportunities, corporate interest in sponsoring sport, consumers’ receptive spirit at sporting events, specific targeting ability

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8
Q

Participant consumption behaviour

A

actions performed when searching for, participating in and evaluating the sports activities consumers feel will satisfy their needs and desires.

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9
Q

Fanatics

A

most visible and enthusiastic sport consumers

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10
Q

Loyalists

A

die-hard loyal fans willing to pay top $

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11
Q

Starstruck

A

passionate about a particular sports star

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12
Q

Socialites

A

socializing though sport

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13
Q

Opportunists

A

entertainment seekers

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14
Q

Disinterested

A

vaguely aware, little interest in sport

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15
Q

Levels of connection with sport

A

Awareness, attraction, attachment, allegiance

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16
Q

Consumer gateways to sport

A

participation, attendance / spectator, media, word of mouth, influencers

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17
Q

Decision-making process

A

problem recognition, info search, alternative evaluation, participation, post-participation evaluation

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18
Q

Socialization

A

process by which people assimilate and develop skills, knowledge, attitudes, and other equipment necessary to perform various social roles.

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19
Q

Three forms of involvement

A

behavioural, cognitive, affective

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20
Q

Commitment

A

frequency, duration, intensity of involvement in a sport, or the willingness to invest money, time, and energy in sport involvement.

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21
Q

Criteria for effective segmentation

A

responsiveness, measurability, accessibility, sustainability

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22
Q

Bases of segmentation

A

demographics, psychographics, product benefits, product usage (80-20 rule)

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23
Q

Three steps of segmentation

A

identify total market, divide into smaller mutually exclusive groups, segment-by-segment analysis / buyer behaviour analysis

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24
Q

Segment-by-segment analysis

A

who, what, when, where, why, how

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25
Q

Three ways to target markets

A

single targeting, multi-segment targeting, combined targeting

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26
Q

Sponsorship

A

an investment in cash or kind in an activity in return for access to the exploitable commercial potential associated with that activity

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27
Q

Sponsor

A

investor who provides resources and in return seeks promotional value and fulfilment of other business objectives

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28
Q

Sponsee

A

property that receives resources and most often seeks to achieve its own objectives from the association

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29
Q

Affiliates

A

intermediaries that support the sponsor-sponsee relationship (benefiting charity, event manager, facility provider, promotional agency)

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30
Q

Consumers

A

play a crucial mediating role in the success of sponsorship

31
Q

Corporate sponsorship up to 1970

A

Was done for philanthropic reasons (public goodwill)

32
Q

Why did sponsorship change?

A

-US television act prohibited tobacco ads
-increased cost and clutter of traditional media –IOC’s decision to open door to commercialization in 1980s
-seen as a cost-effective way to breakthrough clutter and reach TM

33
Q

Similarities between advertising and sponsorship

A

enhance awareness
develop, improve or change brand image
increase sales

34
Q

Four-step approach to sponsorship

A

pre-sponsorship practices
negotiations
sponsorship life
sponsorship termination

35
Q

Three main areas of negotiations

A
  1. fit
  2. leveraging/activating commitment
  3. terms of the sponsorship contract
36
Q

Activation ratio range

A

1:1 - 4:1 (as high as 10:1)

37
Q

Consumer-centric model of sponsorship effects

A

antecedents, mediators, consequences (consumer-focused outcomes vs. brand-focused outcomes)

38
Q

Promotion

A

engaging consumers to influence their behaviour

39
Q

Integrated marketing communication

A

surround your TMs with relevant and reinforcing messaging

40
Q

AIDA

A

awareness
interest
desire
action

41
Q

Sports advertising

A

occurs when the product, company, or brand is in the sports industry

42
Q

Benefits to sports advertisers

A

reach
customer retention
less/easier selling
increased sales
brand equity

43
Q

Advertising Brief

A

outlines all key components of the plan and gives direction to all departments involved with executing the plan

44
Q

Advertising brief steps

A

background (overview of client, threats, visions, goals etc.)
role of communication (explain advertising assignment)
target audience
key idea (USP)
reason to believe for consumer
tone/brand voice
deliverables (media, channels, reach etc.)
timing

45
Q

Viral Advertising

A

placed online with hopes they will catch on and be spread over the internet

46
Q

grassroots advertising

A

uses small groups or key influencers to spread message

47
Q

cross-promotional advertising

A

happens when two or more companies share and advertising campaign

48
Q

direct to consumer advertising

A

ad with a call to action guiding viewer how to immediately buy

49
Q

Relationship marketing

A

form of personal selling, creating, maintaining and enhancing strong, value-added relationships

50
Q

Public relations

A

plan for and manage all connections between the organization and the public

51
Q

benefits of PR

A

promotion
cost-effective
build awareness
retention
market advantage

52
Q

typical PR plan

A

overview of situation
goals
strategies for success
identify target audiences
identify key media targets
communicate recommendations
create timeline
follow up

53
Q

5 Rs of social media

A

review all information and content
react to fans/consumers
respond
refine messaging
refresh messaging

54
Q

Social Media plan

A

audit
competitive review
define goals and objectives
develop content
cross-promotion
analyze

55
Q

Challenges of Canadian pro sport

A

value of Canadian $
taxation policies
level of public subsidy
covid recovery

56
Q

4 pillars for pro sports success

A

market size
income levels
strong corporate presence
level playing field (exchange rates, taxes)

57
Q

Sport Canada’s mission

A

to enhance opportunities for Canadians to participate and excel in sport

58
Q

Three parts of Sport Canada

A
  1. sport programs
  2. sport policy
  3. major games and hosting
59
Q

Social Marketing

A

adaptation of commercial marketing strategies designed to influence the voluntary behaviour of target audiences to improve their personal welfare

60
Q

3 Tools for social change

A
  1. education
  2. laws/regulations
  3. social marketing
61
Q

3 TM characteristics

A

motivation
opportunity
ability

62
Q

4 stages of change

A

pre-contemplation, contemplation, preparation and action, maintenance

63
Q

Cause marketing

A

partnership between a non-profit and a for-profit company. Normally linked to consumer pruchases.

64
Q

Cause-related marketing

A

promise of monetary donation to a cause resulting from certain corporate sales

65
Q

Cause sponsorship

A

involved brands paying rights fees to be associated with a charitable organization

66
Q

Tactical approaches of cause marketing

A
  1. point-of-sale
  2. percentage of sale
  3. licensing
67
Q

Cause-related sport marketing

A

links causes to brands in sport contexts to achieve marketing as well as philanthropic objectives in a mutually beneficial partnership

68
Q

Ambush marketing

A

planned effort by an organization to associate itself indirectly with an event in order to gain at least some of the recognition and benefits that are associated with being an official sponsor

69
Q

Ambushing techniques

A

-sponsoring media coverage of the event and/or purchasing advertising in and around broadcast
-sponsoring subcategories with the event
-engaging ad space close to the event
-thematic ad and implied association

70
Q

Four types of niche sports

A

-minor leagues
-indoor versions of outdoor sport
-emerging sport that represent top level of competition
-women’s sport leagues

71
Q

Donor cycle

A
  1. identification
  2. qualification
  3. cultivation
  4. solicitation
  5. stewardship
72
Q

Three keys of qualification

A
  1. capacity
  2. affinity
  3. propensity
73
Q

Four arms of CSR

A
  1. philanthropy
  2. community involvement
  3. youth education
  4. youth health

Sport Marketing (1 decks)

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