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Sport Marketing > Test #1 > Flashcards

Test #1 Flashcards

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Sports Trivia flashcards
1
Q

What 5 fields of study are the foundation to build the fundamentals of sport marketing?

A
  1. sport studies
  2. bus admin
  3. communications
  4. social sciences
  5. tech
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2
Q

What does the sport marketing management model illustrate? (4)

A
  1. elements of mktg
  2. succession of elements and functions
  3. process of managing
  4. interdependency of elements
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3
Q

What are the 8 levels of the sport marketing management model?

A
  1. mission
  2. research and analysis
  3. consumer, competitor, company, climate (4 C’s)
  4. segmentation
  5. target mkt decisions
  6. sport mktg mix decisions and strategies
  7. product, price, place, promotion
  8. mktg mgmt strategies
    implementation - mgmt - eval adjust
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4
Q

What are the 4 C’s?

A
  1. consumer
  2. competitor
  3. company
  4. climate
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5
Q

What is the difference between company objectives and a company’s mission?

A
  • objectives = provide specific and concrete direction

- mission = should be broad and ambiguous

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6
Q

Why is the mission important in marketing? (2)

A
  1. enables sport marketer to make key decisions and formulate strategies
  2. company will offer products with the intention of meeting the company’s mission
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7
Q

What is the understanding of consumers’ who need or want a company’s product?

A

consumer analysis

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8
Q

What are 4 factors that affect consumer sport marketing strategies?

A
  1. demographics
  2. psychographics
  3. personal behavior
  4. lifestyle
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9
Q

What is the study of a company’s competitor?

A

competitor analysis; also involves industry analysis

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10
Q

What are 6 factors that affect competitor sport marketing strategies?

A
  1. product/price/place/promotion (4 P’s)
  2. industry
  3. trends
  4. position
  5. strengths
  6. market share
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11
Q

What are 6 factors that affect company sport marketing strategies?

A
  1. marketing mix strategies
  2. mission
  3. finance
  4. positioning
  5. strengths/weaknesses
  6. market share
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12
Q

What are 9 factors that affect climate sport marketing strategies?

A
  1. competitor/industry trends
  2. company
  3. economic
  4. political
  5. media
  6. tech
  7. consumer
  8. social
  9. legal
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13
Q

What is positioning?

A
  • product must be diff to compete
  • position self in unique manner in consumers’ eyes
  • done through branding
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14
Q

What is sport marketing research?

A

Plan, collect, and analyze data to help make decisions

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15
Q

What are the purposes of sport marketing? (3)

A
  1. Form a link between the consumer and the sport company
  2. Identify marketing opportunities, problems, or threats
  3. Need info to monitor performance
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16
Q

What questions must a sport marketer ask?

A

Who, what, when, where, why, and how concerning the 4 c’s

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17
Q

What is the basic process for designing sport marketing research? (6 steps)

A
  1. Define objective or problem
  2. Locate existing relevant data
  3. Determine the research design
  4. Conduct the study
  5. Analyze the data
  6. Determine how to use the new knowledge
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18
Q

Define primary sources.

A

Sources from which info is gathered directly

Ex: consumer

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19
Q

Define secondary sources.

A

Info that is already compiled or published

Ex: marketing report

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20
Q

What 2 things must research models have?

A
  1. reliability

2. Validity

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21
Q

What is reliability?

A

Measure of level of consistency of the method

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22
Q

What is validity?

A

Measure of level of correctness of method

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23
Q

What are 5 types of research methods?

A
  1. basic
  2. applied
  3. survey
  4. observation
  5. scientific
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24
Q

What is a random sample?

A

use random #s on a chart

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25
Q

What is convenience sampling?

A

easiest, but is not always reliable

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26
Q

What are 4 types of surveys?

A
  1. person to person
  2. phone
  3. mail
  4. online
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27
Q

What are the advantages (4) and disadvantages (3) of online surveys?

A

advantage: 1. min. cost
2. quick
3. huge reach
4. program does calculations
disadvantage: 1. midtrust
2. not reaching targeted people
3. no idea who takes the survey

28
Q

What are advantages (3) and disadvantages (3) of phone surveys?

A

advantage: 1. direct communication
2. instant
3. can tell sincerety
disadvantage: 1. no call list
2. logging info is inefficient
3. expensive

29
Q

What are advantages (2) and disadvantages (3) of person to person surveys?

A

advantage: 1. engagement
2. instant
disadvantage: 1. time-consuming
2. costly
3. smaller sample size

30
Q

What is a focus group?

A

group of 5-10 consumers brought together to discuss product and gather info

31
Q

What are advantages (1) and disadvantages (3) of a focus group?

A

advantage: 1. lots of info
disadvantage: 1. expensive
2. time-consuming
3. assembling the focus group

32
Q

What is segmentation in the sport business?

A
  • division of whole into parts

- target specific groups

33
Q

What is 4 market segmentation criteria?

A
  1. Identifiability
  2. Substantiality
  3. Accessibility
  4. Responsiveness
34
Q

What is identifiability?

A

Segments must be identifiable and measurable

35
Q

What is substantiality?

A

Segments must be of a size large enough to justify marketing mix attention

36
Q

What is accessibility?

A

Segments must be reachable with the customized marketing mix

37
Q

What is responsiveness?

A

Segments must respond to a marketing mix customized to that segment

38
Q

What are 5 basis for segmentation?

A
  1. Demographics
  2. Psychographics
  3. Geography
  4. Product use and benefits
  5. Purchase behavior
39
Q

What is the 6 step segmentation process?

A
  1. Select a market or industry
  2. Select one or more segmentation bases
  3. Select specific variables
  4. Analyze the segment
  5. Select one or more target markets
  6. Develop appropriate marketing mix strategies
40
Q

What is 4 step positioning process?

A
  1. Identify the target market’s product attribute preferences
  2. Identify current positioning strategy
  3. Analyze current position and the market’s preferred product attributes
  4. Determine a positioning strategy
41
Q

What is a brand name?

A

Word, letter, or number that can be vocalized

42
Q

What is a brand mark?

A

Recognized by sight and not expressed vocally

43
Q

What is a trademark?

A

Brand with legal protection and is protected from being used by other companies

44
Q

What is brand preference?

A
  • 2nd level

- consumer develops a preference for a specific brand and will select it for purchase over other brands

45
Q

What are 4 promotional methods?

A
  1. Advertising
  2. Personal selling
  3. Sales promotion
  4. Publicity
46
Q

What are 3 examples of advertising?

A
  1. Newspaper ad
  2. Radio ad
  3. Tv
47
Q

What are 2 examples of personal selling?

A
  1. Sales force

2. Public speaking

48
Q

What are three examples if sales promotions?

A
  1. Giveaways
  2. Sponsorship
  3. Special events
49
Q

What are 3 examples of publicity?

A
  1. Press conference
  2. Press release
  3. Articles in local or other newspapers
50
Q

How do sport marketers use sport promotion?

A

Use promotional communications to influence or change the attitudes, opinions, and behavior of consumers in the sport industry

51
Q

What is the 6 steps of the promotional planning model?

A
  1. Establish promotion objectives
  2. Check the budget
  3. Develop specific plan
  4. Determine promotional methods (media)
  5. Determine promotional mix
  6. Evaluate plan
52
Q

Define promotional mix.

A

Combination of promotional methods that will help the sport company meet its objectives in the most effective way

53
Q

What are 12 factors affecting decision on promotional mix?

A
  1. A different function for each method
  2. The company
  3. Stage of product life cycles
  4. Access to promotional methods
  5. Channels of distribution
  6. Target markets
  7. The competition
  8. Geographic disperse meant of the consumer market
  9. The product
  10. Push or pull strategy
  11. Laws
  12. Sport company resources
54
Q

What are three promotional objective?

A
  1. demand
  2. edu
  3. image
55
Q

What is the purpose of demand?

A

to affect behavior

56
Q

What is the message of demand?

A
  • persuasive

- demand oriented

57
Q

What is the purpose of edu?

A

to affect knowledge

58
Q

What is the message of edu?

A
  • informative

- reminder

59
Q

What is the purpose of image?

A

to affect attitude or perception

60
Q

What is the message of image?

A
  • informative

- persuasive

61
Q

What are 5 levels of maslow’s hierarchy of needs?

A
  1. physiological
  2. safety
  3. social
  4. esteem
  5. self-actualization
62
Q

What are marketing info systems used for? (3)

A
  1. all about getting consumers to brand loyalty
  2. helps us communicate and build relationships
  3. collect all consumers and try to get info from them by communicating
63
Q

What is an example of a sport marketing info system?

A

Dicks- they ask for a scorecard and your info

64
Q

What is a brand?

A
  • Name, symbol, term, and/or design

- whatever you link with the company

65
Q

What are 3 levels of branding?

A
  1. Brand awareness
  2. Brand preference
  3. Brand loyal
66
Q

What is brand awareness?

A
  • 1st level

- consumer is only aware of the existence of a particular brand

67
Q

What is brand loyalty?

A
  • 3rd level
  • consumer will purchase only a specifies brand
  • goal of most companies

Sport Marketing (1 decks)

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