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Sports Marketing
Marketing from the sports administration frame. Framework for the distinct and complex nature of sports marketing, and strategic marketing process.
52
Marketing
Graduate
10/07/2007

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Term
Marketing Myopia
Definition
Defining marketing in terms of goods and services instead of benefit to consumer.
Term
Marketing Concept
Definition
Meet consumer needs while achieving organization's goals and objectives.
Term
Marketing Orientation
3 Steps
Definition
1. Intelligence Generation
2. Intelligence Dissemination
3. Responsiveness
Term
Types of Sports Consumers
Definition
1. Spectator as consumer
2. Participant as consumer
3. Sponsor as consumer
Term
The Sports Product
Definition
A good, service, or combination of the two designed to benefit the consumer.
Term
Types of Sports Products
Definition
1. Event
2. Athlete
3. Arena
4. Sporting Goods
5. Training
Term
Purpose of Contingency Approaches
Definition
- unpredictable and rapidly changing environments
- situational
- internal vs external coincerns
- attempt to predict and strategically align process with contingencies
Term
Strategic Marketing
Planning Phase
Definition
1. Understanding Customer's Needs
2. Market Selection
3. Marketing Mix
Term
Market Selection Decisions
Definition
1. Segmentation
2. Targeting
3. Positioning
Term
Market Segmentation
Definition
Grouping consumers by commonalities
- homogeneous groups - demographics, psychographics, geographics
Term
Market Targeting
Definition
Choosing segments based on efficiency and effectiveness to attain objectives
- S.M.A.R.T.
Term
Positioning
Definition
Fixing product in the minds of consumers
Term
Four P's
Definition
Product
Price
Promotion
Place
Term
Implementation Phase
Definition
1. Organizing
2. Leadership & Interaction
3. Resource Acquisition & Allocation
4. Coordination & Timing
5. Information Management
Term
Control Phase
Definition
1. Sales Analysis 2. Profitability Analysis
3. Customer Satisfaction
4. Marketing Audit
Term
Sales Analysis
Definition
- compare current and past sales
- unit volume, dollar volume, net profit
- relative to competitors or market share
Term
Profitability Analyis
Definition
Profit = Revenue - Cost
Term
Customer Satisfaction
Definition
- Critical, difficult to qualify
- multiple measurements needed
Term
Marketing Audit
Definition
Appraisal of marketing objectives
- more holistic view
- logical process, unbiased, third party
- reviews market orientation, marketing objectives, planning process, target markets, p's
Term
Nature of Competition
Direct Competition
Definition
Similar products and services
Term
Nature of Competition
Indirect Competition
Definition
Substitute products and services
Term
External Contingencies
Definition
1. Competition
2. Technology
3. Cultural and Social Trends
4. Physical Environment
5. Political, Legal, & Regulatory Env
6. Demographics/Population Trends
7. The Economy
Term
Internal Contingencies
Definition
1. Vision & Mission
2. Organizational Objectives & Marketing Goals
3. Organizational Strategies
4. Organizational Culture
Term
Organizational Strategies
Definition
1. Corporate Level: related diversification (business units), unrelated diversification, capitalize on similar markets
2. Business Level: single business, differentiation, market niches (low cost and differntiation)
3. Function Level: business areasbr> 4. Operational Level
Term
S.W.O.T. Analysis
Definition
Strengths
Weaknesses
Opportunities
Threats

Internal (Controllable) / External (Uncontrollable)
Term
Marketing Research Process
Definition
1. Define Problem
2. Research Design Type
3. Identify Collection Techniques
Term
Data Collection Techniques
Definition
1. Primary: specific collection for research question at hand
- Ex. depth interviews, focus groups, surveys, experiments
2. Secondary: collected earlier
- Ex. government, standardized, trade and industry
Term
Consumer Decision-Making Process
Definition
1. Problem Recognition: desired vs. actual state
2. Information Search: internal & external sources, perceived risk
3. Evaluation of Alternatives: evoked set, evaluative criteria
4. Participation/Purchase
5. Post-Decision Evaluation: cognitive dissonance (doubts, regret)
Term
Types of Consumer Decisions
Definition
1. Habitual Problem Solving: limited evaluation
2. Limited Problem Solving: few alternatives
3. Extensive Problem Solving: heavy search, many alternatives
Term
Psychological/Internal Factors
Definition
1. Personality: traits, consistent responses
2. Motivation: hierarchy of needs
3. Perception: based on past experiences; selecting, organizing, and interpreting
4. Learning: permanent change; behavioral, cognitive (solve problems), social (watch others)
5. Attitudes: learned thoughts, feelings, & behaviors
Term
Sociological/External Factors
Definition
1. Culture: learned values & beliefs
2. Social Class: homogeneous divisions, similar values & beliefs
3. Reference Groups: influencing individuals
4. Family: traditions
Term
Situational Factors
Definition
1. Physical Surroundings: location, weather
2. Social Surroundings: company, surroundings
3. Time: time pressures, effectiveness
4. Reason/Task Definition: occasion
5. Antecedent States: temporary psychological, prior
Term
Fan Motivation Factors
Definition
1. Self Esteem
- BIRG: Basking in Reflected Glory
- CORF: Cutting off Reflected Failure
2. Diversion
3. Entertainment: eustress, economic value, aesthetic value, affiliation, family ties
Term
Bases for Segmentation
Definition
1. Demographics
2. Socioeconomic
3. Psychographic
4. Geographic
5. Behavioral
Term
Target Markets
Evaluation
Definition
Sizable
Measurable
Reachable
Demonstrate Behavior Variation
Term
Positioning/Repositioning
Definition
- define product in mind of consumer
- product can be positioned differently in different markets
- based on perceptions (perceptual maps)
- repositioning: to change image
Term
Goods and Services as Products
Definition
1. Tangibility
2. Standardization & Consistency
3. Perishability
4. Separability
Term
Classifying Sports Products
Definition
1. Product Line
2. Product Mix
Term
Product Characteristics
Branding
Definition
1. Brand awareness
2. Brand equity
3. Brand loyalty
Term
Product Characteristics
Definition
1. Branding
2. Licensing
3. Quality
4. Product Design
Term
Dimensions of Service Quality
Definition
1. Reliability: dependability
2. Assurance: knowledge, courtesy
3. Empathy: caring, attention
4. Responsiveness: willingness to help
5. Tangibles: appearance, facilities
Term
Consumer Decision-Making Process
Layout
Definition
Internal & External
--> Self Concept/Lifestyle
--> Needs Desires
--> Decision
Term
Consumer Involvement & Attitude
Definition
- Behavioral (doing)
- Cognitive (knowing)
- Affective (feeling)
Term
Self-Concept (Lifestyle)
Definition
- Actual self
- Ideal self
- Private self
- Reference group self

* Lifestyle is a manifestation of self-concept
Term
4 C's of Marketing Research
Definition
Consumer
Company
Competition
Climate
Term
Sports Marketing Major Thrusts
Definition
1. Marketing to Consumer
2. Marketing to Sponsors
Term
Marketing Management Process
Definition
1. Analysis/Audit: SWOT
2. Objectives: SMART
3. Strategies: STP
4. Implementation: Organization, Leadership, Resources, Coordination, Info Management
5. Control: Measures
Term
Sports Product Bundle
Definition
Core Product: game, players, coaches
Ancillaries/Extensions: merchandise, concessions, facilities, atmosphere, sineage, music
Term
Differntiation
Definition
The process of distinguishing the differences of a product or offering from others, to make it more attractive to a particular target market.
Term
Product & Brand Cycles
Definition
1. Introduction
2. Growth
3. Maturity
4. Decline
Term
Adopters
Definition
1. Innovators: most risk, younger, higher income
2. Early Adopters: high income, influential, high communication
3. Early Majority: average social, deliberate spending
4. Late Majority: late in maturity, skeptics
5. Laggards: past oriented, traditional, price
Term
Marketing Exchange Process
Definition
- the exchange of entertainment through sports for a fee
- sharing of value between two parties
- exchanges that satisfy consumer needs and meet the marketer’s objectives
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