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Sports Marketing Exam 1
Terms in this set (64)
Marketing ___ sports involves the strategic marketing efforts of companies in which they partner with a sports entity for some commercial benefit.
A desire to have a sensory experience that elicits pleasure, fun, or excitement is an ______.
The sports characteristics of ____ can be demonstrated through consumption of licensed products such as apparel and collectables.
Creating, maintaining, and enhancing long-term relationships with individual customers as well as stakeholders for mutual benefit is ___.
A consumer's desire to achieve some functional benefit from using a good or service is ____.
A strong influence in the evolution of sports during ___ era was the rise in popularity of social media.
The growth of action sports such as skateboarding was fueled by ____.
the increase in sports media television
What is the best way that sponsors can overcome ad clutter during televised sporting events?
place logos on participants' unforms
In terms of the 5 P's of sports entertainment marketing, positioning focuses on ___.
A review of occurrences and trends both inside and outside of the organization is ___.
All sport television programming begin with ___.
A low-involvement fan segment would be ___.
To combat the loss of revenue created by indirect consumption of sporting events, teams have use ___, ___, and ___.
imposing restrictions on TV and online broadcast of games,
selling subscription services to watch broadcasted games,
and offering packages that include streaming video
In Cleveland, the "Dawg Pound" is a section of enthusiastic fans located in one of the ends section. This is an examples of influencing direct consumption by ___.
Ansley noticed that attendance fell during the Jazz festival. This is an example of __.
The economic indicator that tracks monthly changes in the amount customers spend for a representative basket of goods and services is the ___.
consumer price index
What are the ways technology can impact sports?
by adding benefits to product consumption, reducing the sacrifices necessary to consume a product, and increasing sports organizations revenues
What are some socio-demographic trends that have recently impacted marketing of sports?
aging population, geographic changes in different US regions, and demand for social responsibility.
In a SWOT analysis, the strength and weaknesses are the ___ parts.
In the FCI shows that the average cost of attending a Memphis Grizzlies basketball game is below the league average, a good marketing strategy would most likely be to ____.
to advertise the value of attending games
Sponsorships as a marketing strategy for sports developed during the ___ era.
In a SWOT analysis, the opportunities and threats are ___ to the firms.
What are some approaches to identifying strengths and weaknesses of a sports brand?
examination of the performance of the marketing mix elements, examination of the firm's customer relationship, and evaluation of the organization's assets
What are the characteristics of goals?
broadly state what an organization wants to be, do, or become; show a lack of specificity and accountability
What is an example of communication objectives?
add 500 likes to the team's FB page
What are some characteristics of a good objective?
they must be measurable, have a deadline, be detained enough to know whether the desired impact is achieved
What are some opportunities?
economic recovery, growth of customer markets, and missteps by competitors
The best secondary source for this information would be ___.
US Census Bureau
What are the characteristics of objectives?
specific, outcome, oriented, and measurable
Daniel wants to get an idea of what fans are talking about and what they think of his sports team. The best secondary data to use is ____.
social media buzz
What are some frequently used sources of secondary data to sports marketers?
CRM, US Census, and social media buzz
Once market segments have been identified, the primary challenge for a sports property is to ____.
to identify differences among the segments and determine how to use those insights to tailor marketing activities
Recognizing market segmentation as a ___ means that organizations are capable of modifying their targeting strategy as changes in the market are observed.
Research by the Braves found what segments of their audience?
avid fans, families, entertainment seekers, and businesses
____ is considered default strategy, adaptive strategy, and creative process.
Which of the following questions is LEAST useful when segmenting consumer audiences?
what product attributes are important to our customers?
The segment he wants to target views sports as meeting social needs. He should likely feature ___, ___, and ____.
images of tailgating,
in-game activities involving fan participation,
groups of fans talking, cheering and laughing
She has an interest in camping and hiking. These characteristics are classified as ___.
What are the socioeconomic characteristics of a targeted market segment?
demographics, geography, socioeconomic
What are the two marketing objectives identified by sponsors for B2B sports consumption?
increasing brand awareness and creating a desired brand image
He is offering one of the local automobile dealer a sponsorship of the sports property. This type of B2B segmentation is based on ____.
industry or category membership
Natalie wants to convey the ideas of boldness and power. She should choose ___ for the team's primary color.
She should most likely use the following tactics to develop deeper relationships with fans:
locker room and facility tours,
pre-game autograph sessions, post game seating at the press conference (not multiple game tickets at a reduced price)
Identify elements such as a company's logo or brand name are important from a marketing standpoint because ___
they play a role in creating brand awareness among consumers.
To keep or change a bran identity when relocating to a new market- which is least likely true?
when a team needs a fresh start, retaining the current brand makes it easier to gain new fans (FALSE)
____ serves as a key role in the brand's identity and influences consumer attitudes and behaviors toward the brand
When the Houston Oilers football moved to Nashville, it was necessary to change the brand identity because _____
the Oiler brand name did not fit the Nashville market
What does brand equity consist of?
What are some benefits of the brand extensions?
expanding customer base, preventing market share erosion, and energizing a brand
His goal is to relocated individuals for which college sports is relevant. This is an example of the ____.
target market of a brand position statement
What are some advantages of brand licensing for the licensee?
growing a product line,
and capitalizing on the affinity fans have for sports
What are marketing's role in sports?
catalyst for creating customer value, develops and nurtures customer relationships, and connects organizations with external environment
What are the 5 P's of sports entertainment marketing?
What did Arthur Blank do after he purchased the Falcons?
lowered ticket prices,
purchase land in downtown ATL ,
opting not to sell in-game advertising sports
What are some external factors that influence sports marketing decisions?
technology (target market is internal)
A customer's judgment of the benefits received from consumption of a sports product compared to the sacrifices is ____
How does sports marketing differ from marketing in other industries?
an affinity advantage, positioning challenge, and experience-based relationship
What are the business-driven factors that have been cited as reasons for the growth of sports?
increase interest in sports sponsorship, desire to build global brand, and growth of sports media.
What does platform of the 5 P's framework refer to?
the bundle of benefits,
and place or distribution
Social motives that influence sports consumption include ___ and _____.
family and group affiliation
Psychological motives that influence consumption include ____ and _____.
self-esteem and escape
Personal motives that influence consumption include:
What are the paths to identification with a sports brand?
What are some influences on direct sports consumption?
team or sport identification,
and marketing incentives
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