Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
18 Cards in this Set
- Front
- Back
What is Sport Marketing |
Consists of all activities designed to meet the wants and needs of a sport |
|
2 major thrusts of sport marketing |
Marketing of sport products and services to the consumer directly
Marketing of other consumer and industrial products or services through sport promotions |
|
Marketing Myopia |
Focusing more on producing and selling goods rather than satisfying the wants and needs of the consumer |
|
Aspects of sport product |
Playful competition Separation from normal space and time Regulation by special rules Physical prowess and physical training Special facilities and equipment |
|
SWOT |
Strength Weakness Opportunities Threats |
|
Elements of a sport product |
Intangible, ephemeral, experimental and subjective Strong personal and emotional identification Simultaneous production and consumption Dependence on social facilitation Inconsistency and unpredictability Core product control |
|
Marketing management process |
Visualize and position Develop objectives Develop marketing plan Integrate marketing plan Control and evaluate all elements |
|
Important elements of a marketing plan |
Marketing segmentation and key targets Marketing development using escalator concept Product development 5 P's of marketing |
|
Escalator concept |
Involves increasing the level of fans sport consumption. Non-consumer to heavy user. More profitable to. Focus on current consumers |
|
5 P's of marketing |
Price Place Product Promotion Public relation |
|
3 aspects of becoming a sport consumer |
Socialization Involvement Commitment |
|
Consumer behavior affects |
Environmental Individual |
|
Environmental Affects |
Family Friends Coaches Race Gender Social class |
|
Individual Affecrs |
Self concept Learning Motivation Attitude Family cycle Stage in life |
|
3 types of sport consumer involvement |
Behavioral Cognitive Affective |
|
Behavioral |
Hands on experience |
|
Cofnitive |
Acquiring knowledge and information about sport |
|
Affective |
Attitudes Feelings Emotions |