Term
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Definition
. Any bundle or combination of qualities, processes, and capabilities that a buyer expects will satisfy wants and needs
. inconsistent
. the game is only part of the ensemble
. little control over the game |
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Term
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Definition
. game form (rules and techniques)
. players
. equitment
. venue |
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Term
| Things that enhance the experience |
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Definition
. coaches
. tickets
. luxury boxes
. programs
. video screens
. music
. memorabillia
. mascots |
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Term
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Definition
. most changes in rules and techniques are centered around attempts to gain a competitive advantage
. special features that may make a sport product attractive to certain customers
. individul moves |
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Term
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Definition
. a presence that transcends the actual playing
. extended beyond the event
. star talent can make or break the league
. sponsor are keys to broad product extension |
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Term
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Definition
. needed to compete
. tangible
. enhances experience
. demonstrates affilitation
. separates players from nonplayers |
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Term
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Definition
. place of distribution
. teams and francjoses are closely alligned with venue.
. memories created
. communities created
. provides revenue streams during and outside game days |
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Term
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Definition
. point of contact for customer
. Disney's guest-centered policy |
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Term
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Definition
| . all elements of the product are under one umbrella |
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Term
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Definition
. differentiation
. product development
. product position
. brands and branding |
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Term
|
Definition
. markets and venues
. star appeal
. tv
. season of play
. ex: WNBA v. ABL |
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Term
|
Definition
. generation of ideas
. screening and implementation of ideas |
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Term
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Definition
. relative advantage of new product over old preferences
. complexity or difficulty in adoption and use
. compatibility with consumer values
. divisibility into smaller trial portions
. communicability of benefits |
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Term
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Definition
. how customers located proposed and present brands in the market
. defines the market that will be targeted
. assists sport manager in understanding how customers see their market
. based on that information, the marketer can maintain position or attempt to reposition the product |
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Term
|
Definition
. excitement level
. price
. proximity to action
. level of performance
. authenticity
. affiliation
. socalization |
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Term
|
Definition
. name recognition and awareness
. strong mental or emotional associations
. percevied name branding
. strong customer loyalty
. NIKE |
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Term
|
Definition
. introduction
. growth
. maturity
. decline |
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Term
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Definition
. name, logo, symbols
. provide point of differentiation from the other sport products
. starting point in the brand management process: name, logo, marks, colors |
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Term
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Definition
| . set of assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and its customers |
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Term
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Definition
. less drastic revenue declines when team loses
. ability to charge price premiums
. more corporate interest
. licensing and merchandising opportunities |
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Term
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Definition
. creation of awareness about the brand
. creation of brand image |
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Term
|
Definition
| brand assets- brand liablities |
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Term
| Associations Formed based on benefits of consumption |
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Definition
. nostagic
. social
. identification with a team
. identificiation with a city |
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Term
| brand association formation for sponsors |
|
Definition
. enhance or reinforce the brand associations with their company
. the image can help create strong, unqiue, and favorable associations for the brand |
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Term
| Brand association formation for agencies |
|
Definition
. clients they represent
. people who work for them
. area of specialization |
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Term
| Brand Ass. for Health Clubs |
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Definition
. services and equipment provided
. staff
. size and quality of facility
. cost
. amentities
. crowd size |
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Term
| Tipping Point Theory's Impact on Throwback Licensed Products |
|
Definition
1. Contagiousness
2. Stickiness
3. Rapidity of change due to one big moment |
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Term
|
Definition
| efforts of a handful of exceptional people |
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Term
|
Definition
| how people identify and remember information |
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Term
|
Definition
. items of clothing or products bear the name or logo of a popular team
. industry is huge
#1 Texas (2. Alabama 3. Florida)
#19 Texas A&M |
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Term
|
Definition
. clothing styles are a transmitted code that can impact meanings of:
.identity
. gender
. status
. sexuality |
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Term
| Licensed Product Relationships |
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Definition
| . The Licensees vs. the Licensors |
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Term
|
Definition
. maufacturers of licensed products
. Nike, Reebok |
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Term
|
Definition
. maufacturers of licensed products
. Nike, Reebok |
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Term
|
Definition
. licensees pay the licensors for the right to make products bearing team names and school names
. sporgs transfer the right use of their names, marks, and logos to other companies so that these companies may use them in producing products for sale |
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Term
|
Definition
. any word, name, symbol, or device or combo
. adopted and used by a maufacturer or merchant to identitfy his goods and distinguish them from those maufactuered of sold by others
. have to apply for the mark - basis for filing |
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Term
|
Definition
. pro. league licensing
. collegiate licensing: CLC
. licensing programs of other sporgs
. international licensing
. licensing in pro individual and tour sports |
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Term
|
Definition
. keep all revenue
. do not have the expertise
. difficulties in reinforcement |
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Term
|
Definition
. give a % of royalties to licensing agent
. gain expertise
. have an enforcement arm |
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Term
|
Definition
. those products bearing the name of the clothing manufacturer
. sppealing to the youth market
. fashion over function |
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Term
|
Definition
. measures of meaning, prestige, and social standing in consumer society
. teams establish valued perceptions through redesign of their uniforms, marks, and logos |
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Term
|
Definition
| changing to communicate different message |
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Term
|
Definition
| . relationship between two licensors that benefit both |
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Term
| electronics and technology |
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Definition
| modern tech. leads to new opportunities |
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Term
|
Definition
. Topps was preeminent card maker until 1981
. market flooded after antitrust ruling
. memorbillia inside, special sets, high-end card sets |
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Term
|
Definition
. the exchange value of a good or service and the value of an item in the market place
. MOST manipulated part of marketing
. easily changed
. effective tool
. highly visible |
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Term
|
Definition
. cost
. value
. objectives
. satisfaction= benfit- cost
. cost is the most visible and coompelling part |
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Term
|
Definition
price of a ticket does not represent the real cost of attendance :
.travel
.parking
.concessions |
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Term
| Potential Pricing Objectives |
|
Definition
. efficient use of resources
. fairness
. maximum participation opportunities
. positive user attitudes and image
. maximum product exposure and distribution
. profits
. survival |
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Term
| Standard Appraches to Pricing |
|
Definition
. production costs
. market conditions
. competitors prices
. organizational objectives
. product or event frequency
. brand strength |
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Term
|
Definition
. fixed cost: stadium rental, taxes, office equipment
. variable cost: wages, material cost, concession stands
* FC/ (selling price- VC) |
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Term
|
Definition
| efficiencies that accrue due to size |
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Term
|
Definition
| organziation can become too large |
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Term
|
Definition
| additional rev. from last unit sold |
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Term
|
Definition
| additional cost from last until sold |
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Term
|
Definition
. cost + desired profit= price
. account for cost paid, then mark up to desired level
. demands accurate FC and VC info |
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Term
|
Definition
. offering a price "per head"
. typically used on a group basis
. providing a group discount (creates a bulk revenue stream) |
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Term
| What will the market bear |
|
Definition
. largely based on experiencenad comparisons
. mistakes can be costly |
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Term
|
Definition
. market demand
. lead time
. user segemtnation
. discounting
. smoothing
. actions of competitors |
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Term
|
Definition
. the elasticity of demand= percent change in q demanded/ percent change in price
. a measure of how sensitive a market is to price change |
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Term
|
Definition
. occurs when a given % change in price results in a small percentage change in quantity
. increase in price will mean increase in profits |
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Term
|
Definition
. exisits when a given percentage change in price results in a larger percentage change in quantity
. increase in price will mean decrease in profits |
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Term
|
Definition
. when a given percent change in price results in an equal percentage change in quantity
. end result is same as before |
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Term
|
Definition
| . an increase or decrease in price will not significantly affect demand for the product |
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Term
|
Definition
| . when customers buy more or less of a product when the price changes |
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Term
|
Definition
. pricing in the lower range
. beleive that you have an elastic market and lower price will increase the quanitity purchases
. goods priced below this level are perceived as cheap |
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Term
|
Definition
. pricing high in the expected range of prices
. demand is inelastic
. luxury or prestige goods |
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Term
|
Definition
| the average amount of time between ticket purchase and the date of the event typically decreases as the price for the event decreases |
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Term
|
Definition
. sinlge game
. miniplan
. season tickets
. group tickets |
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Term
|
Definition
. clear image of the venue, ticket location, and direction to venue
. clear table of discounts if part of the plan
. focus on value added
. calendar |
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Term
|
Definition
. lifeblood of any sporg
. majority of revenue
. |
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Term
|
Definition
| provides the amount of coverage according tothe interest accorded the sport by the fans |
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Term
|
Definition
| provide financial support for the sporg based on fan support |
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Term
|
Definition
| their support attracts sponsors |
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Term
| Developing & Managing a sales dept. |
|
Definition
. properly train the staff
. have resources to accomplish goals
. incentives for motivation |
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Term
|
Definition
. team goals
. individual sales staff goals
. fair commission structure |
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Term
| direct-data based marketing |
|
Definition
. an interactive system of marketing that uses one or more advertising media to effect a measureable response and or transaction at any location
. collection of info. about past and current customers |
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Term
|
Definition
. telemarketing
. direct mail
. personal selling |
|
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Term
|
Definition
.targeted
.personel
.measureable
.testable
.flexable |
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|
Term
| long term customer relationships |
|
Definition
1. quality as conformance
2. customer satisfaction
3. market perceived quality vs. that of competitors
4. customer value management
(replacing a customer costs 5 times as much as an exisiting customer) |
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Term
| Sponsorship or Partnership |
|
Definition
. a cash or inkind fee paid by a client to a property in return for access to the exploitable commercial potential associated with the property
. a win win situation where the clietnt and the property both benefit |
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Term
|
Definition
. the acquisition of rights to affiliate or directly associate with a product or event for the purpose of derviving benefits related to that affiliation
. |
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Term
|
Definition
. names are irrelevant as long as you match the benefits with the level of the sponsorship
. do not have competing sponsors
. be aware of sponsor relationships
. do not have too many sponors |
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Term
| What to want from sponsors |
|
Definition
. revenue
. cost avoidance
. activation
. commitment to the association |
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Term
|
Definition
| invest dollars beyond their sponsorship obligation |
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Term
|
Definition
. return on investment - revenue generated
. number of impressions- how many people saw or heard |
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Term
|
Definition
an individual's levels of cohessiveness, social bonding, identification, and conformity to the norms and standards of a particular reference group :
. credit cards
. rewards programs
. donations |
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|
Term
| Ambush/Guerilla Marketing |
|
Definition
| . a pllaned effort by a sporg to associate themselves indirectly with an event in order to gain at least some of the recognition and benefits that are associated with being an official sponsor |
|
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Term
| 6 step process of sponsorships |
|
Definition
. indentify and arrange meeting
. hold meeting
. arrange follow up meeting
. create proposal
. hold follow up meeting
. negociate final deal |
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Term
|
Definition
. undue influence
. social responsibility
. unfair labor practices
. alcohol sponsorship |
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