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international sports marketing test 2
Terms in this set (36)
a good, service, or any combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor
A process through which a contest with an uncertain outcome is staged, creating opportunities for the simultaneous fulfillment of objectives among sport customers, sport businesses, participants, and other related individuals, groups, and organizations
Corporate Social Responsibility
Involves companies incurring a responsibility to society beyond financial returns; is increasingly important in shaping business, economic, political, environmental, and social policies in the global marketplace
business of sport
A significant economic sector at the individual, organizational and national levels and is an important contributor to economic activity and wealth creation
Globalization and technological advances have NOT advanced the business opportunities for sport organizations, marketers and entrepreneurs involved in sport.
Due to globalization, sports fans are less likely to support a team brand based on geographic connection and more likely to support them for personal reasons.
Technological innovative media made possible by _______ has enabled marketing to be more interactive and socially complex.
refers to an investment in or the acquisition of foreign assets with the intent to control and manage them?
foreign direct investment
Why are teams choosing international-sounding names like FC Dallas, Real Salt Lake, and Chivas USA?
to appeal to ethnic groups of fans that follow long - established soccer leagues
The cornerstone of a successful eMarketing strategy is flexibility.
Traditional Media is instantly updatable, infinite, with individual publishers.
Basing your blog on your keyword strategy created in the ____________ process can also aid your Website in ranking for those key phrases.
search engine optimization
the process by which businesses or other organizations develop international influence or start operating on an international scale.
The influence of the U.S. on the culture of other countries.
the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world
the process by which the principles of the dominant professional American sports brand are beginning to dominate more and more sectors
factors of cowboysization
2. Political and economics
3. leisure time and discretionary income
5. the internet
6. resources in foreign markets
7. ability to acquire financial resources
A strong feeling of pride in and devotion to one's country
Good: because sports helps bring societies together, collective spirt
Bad': gives a country a way to prove that their way of government is superior
ex: 1936 games in Berlin called the Natzi games
Negative aspects of globalization
- encourages uneven distribution of wealth
- creates a false culture of corporate interests (its not about the nation its about the brand making money)
3 types of ticket markets
primary market: the first time its sold (least amount of time spent)
secondary: 2nd time its sold (5-10 minutes)
participatory: consumer voice (24 hours, bidding )
why is it important to understand cultural differences
1. celebrate difference and build up one another
2. increase knowledge about cultural "rituals" and understand unwarranted misconceptions
an integrated system of learned behaviors, patterns that are characteristics of the members of any given society
the want satisfying power of a good or service
types of utility
basking in reflected glory
cutting off reflected failure
2 cultural models
- four dimensional model
- a multilevel model
differences between old and new model of sports communication
- more mass media outlets
- bigger sports audience
- more distribution channels
a group of internet based applications that build on the ideological and technical foundations of Web 2.0 and that allow the creation and exchange of user generated content
User control content
electronic word of mouth
sharing sentiments about products or experiences unique to the context of social media
advertisers work to connect their product with a particular event, without having to pay sponsorship expenses
ex: selling merchandise outside of a concert without the band consenting it
Real simple syndication
message boards, social media, anything that your can create
open source content management systems
what are the forces behind globalization
capitalism , consumerism
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