Sports Marketing Midterm

Purpose of segmenting

-Specialize -Focus on those most likely to buy -Meet wants and needs without exhausting resources -Provide product, price, promotion, place, and public relations in the right way

The two thrust of sport marketing are

1. The marketing of sport products to the sport consumer 2. The marketing of sport and non sport products

5 step purchase decision process

1. problem recognition 2. search for alternatives 3. evaluation of alternatives 4. purchase decision 5. post-purchase evaluation

Four bases of segmentation

1. state of being 2. state of mind 3. product benefits 4. product usage

Which of these is not a key ingredient of a successful sport branding effort in today's marketplace?

A consistently winning team or athlete

The marketing activities or leveraging that a company conducts to promote and execute its sponsorship is called __________.

Activation

What type of promotion is a sign on the side of a bus that tells about season tickets for the upcoming NFL football season?

Advertising

What is sport product compromised of?

Apparel and equipment, rules and techniques, star power, venue, fan behavior, personnel process and physical facilities on the inside, tickets, memories, digital and electronic products, novelties and fantasies on the outside

brand positioning map

Assess how consumers think about products, helps determine where in the marketplace there is room for a new product

Which of these is not a common way in which brand marketers have used interest in sports to sell their products?

Athlete endorsements

Which of these is a component of state of mind segmentation

Attitudes

What partnership was the first example of a paid athlete endorsement?

Baseball player Honus Wagner and Louisville Slugger

Cash cows, stars, and dogs are terms used to describe organizational products using what marketing model?

Boston Consulting Group Matrix

Branding

Both a means and an end to product differentiation

The words and phrases that come to mind when someone hears the name of a brand are called ___________________________.

Brand Associations

What is the first stage in building brand equity?

Brand Awareness

The 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 that firm's customers is called __________.

Brand Equity

Micheal Jordan's Steak House or Jeff Gordon Wines are examples of _________________.

Brand Extensions

Which marketing model allows organizations to compare consumer perceptions of the key attributes of competing products or services, using measures of value and cost?

Brand Positioning Map

. __________ is the ability of a consumer to name the brand's existence when its product category is mentioned.

Brand Recognition

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to its customers is called ___________________.

Brand equity

The BLIP approach to strategic brand management is an acronym for what?

Build, leverage, identify, and measure/protect

BLIP Model

Building Brands Leveraging Brands Identifying and Measuring Brands Protecting Brands

Today's sport organization public relations professionals _____________.

Can foster a social change through the cultivation of athlete's personal stories

The frequency, duration, and intensity of involvement in sport or willingness to spend money, time, and energy in an activity is called ________________.

Commitment

Which of these is not one of the basic stages of socialization involvement?

Constructive

Black Box Model: Internal Factors

Consumer characteristics and decision making process

Which of these is not part of the sponsorship triangular business relationship?

Consumers

Which of these is not one of the reasons that the sport marketplace is unique to the marketplace of other products?

Consumers have virtually unlimited budgets when it comes to spending on their favorite teams.

The ultimate goal for sport organization public relations professionals is to __________.

Cultivate the most positive image possible for their sport organization

Which of these statements describe an application of the 80-20 rule in the field of sport marketing?

Eighty percent of market consumption comes form 20 percent of the consumers

The concept of the frequency ____________ suggests that sport organizations should invest primarily in nurturing existing consumers to make them more avid fans rather than constantly trying to create new ones.

Escalator

Growth Strategy Matrix

Examines existing and new product growth opportunities within existing or new markets

Aspects of an athlete endorser that are important to effectiveness

Expertise and trustworthiness

In general, quantitative data collection is more expensive to produce than qualitative data.

False

In recent years, Nielsen ratings have become increasingly more important in determining advertising rate costs during sports programming.

False

Income, age, family status, number of children, and profession are all variables in state-of-mind segmenting.

False

Team performance and winning are one of the five strategic components of marketing management within sport organizations.

False

When sport marketers establish a marketing planning process (MPP), the terms strategy and tactics are essentially referring to the same thing.

False

Which of these would be considered a qualitative approach to collecting custom research?

Focus Group

product position

Focus on unique features, attributes, or benefits of a product that may be seen as attractive to a target market

The sport marketing concept of allowing customers to move up or down in terms of their commitment to the organization is known as _______________.

Frequency Escalator

Which of these is a component of state of being segmentation?

Geography

For any public relations professional, what is the key first step in effectively managing a crisis?

Have a plan

Unique Selling Proposition

Identifies attributes that make a product stand out and become attractive to consumers, may help convince them to switch brands, cannot be emulated

Segment Targeting Position

Identify market segments, target most attractive segments, position product to best attract consumers

SWOT Analysis

Identify organizations position in the market by evaluating both internal and external factors

Loyalty Ladder

Identify prospects, customer, client, brand supporter, brand advocate or brand champion

The impact of signage is typically measured using ____________________.

Impressions

Porters Five Forces

Industry rivals, threat of new entrants, bargaining power of buyers, bargaining power of suppliers, threat of substitutes

In the decision making process of a potential consumer, which steps follows need recognition?

Information Search

4 I's of service products

Intangibility, inconsistency, inseparability, inventory

Brand image

Is how the brand is perceived by consumers

Brand Equity

Less drastic revenue declines, ability to charge price premiums, more corporate interest, licensing and merchandising opportunities able to achieve a strong image in the consumers mind

The PGA granting EA sports the rights to use protected logos and images to produce their PGA tour video game is an example of ____________________.

Licensing

Which of these makes the sport marketplace unique compared with other industries?

Many fans consider themselves experts

In sport marketing, the process of dividing a large, heterogenous market into homogenous groups of people who have similar wants and needs or demographic profiles is called ______________________.

Market Segmentation

Many sponsors, such as banks, airlines, and insurance companies, know that brand loyalties are often formed as young adults. As a result, these companies often establish sponsorship relationships with college athletics departments in order to get their message in front of a coveted audience: college students. This is an example of what sort of sponsorship objective.

Market segmentation

Black Box Model: External Factors

Marketing Mix and Environmental forces

Which event is generally credited as the catalyst for the emergence of sport sponsorships?

Michael Jordan's contract with Nike

Which of these individual factors has to do with the process by which a person scans, gathers, assesses, and interprets information in the environment?

Perception

Components of athlete image

Performance, attractiveness, and lifestyle

Which of these would not be considered an environmental factor that affects consumer behavior?

Physical Characteristics

Which of these is not one of the five Ps of the marketing mix?

Popularity

The space that a sport product occupies in a consumer's mind is called _________________.

Positioning

When sport marketers use ______________ segmentation, they account for customers who consume the product at various levels or frequency.

Product Usage

Differentiation

Product differentiation refers to designing a set of meaningful differences to distinguish ones organization's offerings from a competitors offerings

The strategic communication process that builds mutually beneficial relationships between organizations and their publics is called _________.

Public Relations

Black Box Model: Responses

Purchase or no purchase

What metric measures the star power, popularity, and likability of celebrities, including star athletes, coaches, and sports media personalities?

Q-Score

What type of research design is represented by focus groups, in-depth interviews, and ethnographies?

Qualitative

Any data that can be represented numerically is called ____________ data.

Quantitative Data

Which of these is not one of the perceptual issues consumers grapple with when they decide to adopt product innovation?

Relative advantage of the new product

Which of these would not be considered syndicated data?

Results of a customized fan survey distributed to Philadelphia Phillies fans

Offering a postgame reception for those who have held season tickets for 10 or more years is a sales promotion directed at ___________________.

Rewarding loyalty

Sampling and distributing coupons are examples of what form of promotional marketing activity?

Sales promotion

Which of these is not a role of the public relations department?

Selling season tickets

In the past few years, sponsors have been eager to engage with a sport team's fan base through __________.

Social Media

Which of these is not considered one of the four primary categories of revenue generation within the sport industry?

Sports gambling

What are the four components of SWOT analysis?

Strengths, Weakness, Opportunities, Threats

Brand Cycles

Teams, leagues, and sport organizations that embrace technological and digital innovations will experience greater potential for growth

Affective Involvement

The attitudes, feelings, and emotions that a consumer has about an activity

In Kotlers black box model, what does the black box represent?

The buyer's mind

Behavioral Involvement

The hands-on doing, such as participation in the sport itself or activities like watching, listening, and cheering, either in the venue or through media consumption

Which of these is not a key issue to consider when sport marketers are determining how they might segment a market?

The responsiveness of the potential segments

4 Domains of Sports Marketing

Theme-based, Product-based, Alignment-based, Sports-based

For sport organizations, what revenue source is the "trunk of the sport business money tree" that feeds all other income streams?

Ticket sales and live attendance

A company enters into a naming rights sponsorship agreement with a sport property because the property has its games televised. What benefit is the company seeking?

To generate media benefits

According to the concept of the frequency escalator, sport marketers are wise to invest more resources into retaining current customers (and growing their affinity) than into attracting new fans.

True

Branding refers to the name, logo, and symbols associated with a sport organization.

True

Community relations can often be at least as effective as media relations in affecting sales, generating positive public sentiment, and building a long-term relationship (and base) with the community

True

In general, public relations is considered a subset of marketing

True

Naya stated that she thought that New Balance sneakers were high quality and high priced. This belief would constitute the products position in the market place.

True

One thing that makes the sport product unique to market is that the core product is beyond the sport marketers' control, whereas in traditional marketing the marketer has more control over the product.

True

Product development includes the generation, screening, and implementation of ideas.

True

Today's media landscape concurrently enables the amplification and celebration of athlete achievements but also the magnification and exposure of negative athlete actions, both on and off the field.

True

When following the steps of the sales process, effective sponsorship sellers should begin by researching a prospective sponsor's business and by asking questions rather than making sponsorship recommendations.

True

The long tail

a business strategy that allows companies to realize significant profits by selling low volumes of hard-to-find items to many customers, instead of only selling large volumes of a reduced number of popular items.

Product Life Cycle

introduction, growth, maturity, decline

What type of marketing is conducted by using psychographic segmentation?

lifestyle marketing

Q Score

measurement of the familiarity and appeal of a brand, celebrity, company, or entertainment product

4 Primary Revenue Sources in sport

media, sponsorships, ticket sales, licensing

inferential statistics

numerical data that allow one to generalize- to infer from sample data the probability of something being true of a population

descriptive statistics

numerical data used to measure and describe characteristics of groups. Includes measures of central tendency and measures of variation.

8 P's

price, promotion, product, place, public relations, people, process, physical environment

Cognitive Involvement

the acquisition of information and knowledge about a sport

Geo-demographic clustering matches age, gender, and education profiles.

true

BCG

used to analyze product performance and determine resource allocation

Predictive Analytics

uses large quantities of data within variables that have identified relationships to more accurately predict specific future outcomes