Sport Marketing final

What are the 4 trademark infringement defenses discussed in the lecture?

-abandonment -fair use defense -genericness -functionality

What are the elements of the promotion and communication mix?

-advertising -personal selling -publicity -positioning -sales promotion

What are the four types of nonconsumers?

-aware nonconsumers -unaware nonconsumers -media consumers -misinformed nonconsumers

What are the 6 copyright infringement defenses included in the fair use doctrine?

-criticism -comment -news reporting -teaching -scholarship -research

What are the 4 considerations for product distribution?

-expertise -cost -control -adaptability

What are the 5 types of trademarks?

-fanciful -arbitrary -suggestive -descriptive -generic

Major sporting events are typically framed into three levels

-game -spectacle -festival

What are some of the key lessons marketers can use to avoid embarrassing mistakes in using social media? _________________________

-manage access to accounts -keep personal and official accounts separate -reserve the right to delete but do so w/ caution -own your mistakes

What are the 4 marketing channels?

-manufactures -wholesalers -jobbers -retailers

These functional areas within a sport organization must work together to market the product effectively

-marketing -public relations and communication -sales (tickets and sponsorship) -development and fundraising -market research

Effective social media marketing should encourage followers to engage in behaviors aligned with organizational objectives, including:

-purchasing tickets -increasing tv ratings -attending events -using or engaging w/ sponsors

In media relations, organizations can be one of these three things, or a combination of them

-reactive -proactive -interactive

What rights may be derived from the sponsor relationship

-retail opportunities -purchase of media time -entitlement -contest or sweepstakes -endorsement -logo placement on uniforms or apparel -hospitality -website access

Batra, Myers, and Aaker's model of the advertising and communication system includes what five elements?

-source -message -channel -receiver -destination

What are the three distinct forms of community relations?

-those initiated by players -those initiated by teams or institutions -those initiated by leagues or governing bodies

What are the 3 types of trademarks?

-trade dress -service mark -collective mark

What three areas make up intellectual property?

-trademarks -copyrights -patents

Promotions should include the following steps:

A- increase awareness I- attract interest D- arouse desire A- initiate action

When entering into partnerships with sport organizations, nearly all corporate sponsors have the same business objectives.

False

are the marketing activities that a company conducts to promote its sponsorship

activation

• ____________________________________ is any paid, non-personal (not directed to individuals), clearly sponsored message conveyed through the media.

advertising

Nearly all modern spectator sport venues incorporate these types of seats, which are individual seats in a section separated from general public seating and with access to suite-level amenities

club seats

The aim of this sector of sport marketing is to achieve corporate relations objectives related to enhancing public understanding and gaining public approval and acceptance, ideally leading to public support

community relations

Who/what is at the center of the promotion and communication mix?

customer

This type of trademark is the hardest to gain protection over ____________________________________

descriptive

Who/what is on the outside of the promotion and communication mix?

environment

A new ____________________________________ has implications for all the other Ps.

facility

A study conducted by the NBA found that social media were far more effective in selling tickets than a targeted e-mail approach.

false

According to many of the sport marketing experts cited in the text, U.S. sport leagues would be wise to reduce efforts to globalize and instead to concentrate more on their domestic product.

false

According to the text, several sport marketers predict that the new college football national championship playoffs will be a financial failure despite high expectations.

false

For team sport marketers, effective promotions should always be geared toward attracting new and infrequent customers.

false

Location and number of concessions and bathrooms are part of the amenities offered in the building of a sport facility.

false

Of all the elements of the marketing mix, place decisions are typically the easiest to change

false

Patents protect original works of authorship

false

Sales promotions always include some form of price discount for the consumer

false

Trademark registrations through the US Customs Service hold up worldwide

false

Traditional media outlets such as newspaper, radio, and television occupy the majority of a sport public relations professional's time whereas social media management generally falls under the eye of the sport marketing professionals.

false

This type of trademark is the most distinct, and therefore the easiest to gain protection and ownership of

fanciful

The concept of the ____________________________________ suggests that sport marketers gradually encourage potential consumers to move from a state of unawareness of a sport product to a state of heavy consumption.

frequency escalator

When an intellectual property owner grants permission for that property's use to others for a fee, it is doing what?

licensing

is designed to formulate and shape favorable opinion through the mass media

media relations

The public relations formula =

media relations + community relations

Of all of the elements of the marketing mix, place decisions are typically the ____________________________________ to change.

most difficult

• ____________________________________is any face-to-face presentation in which the seller has an opportunity to persuade the consumer.

personal selling

The effect of what two elements mean sport consumers expect to pay higher prices for better facilities, and they tend to pay more for convenience?

price and place

is any activity designed to stimulate interest in, awareness of, and purchase of a product.

promotion

The goal of this function of the marketing mix is to earn public understanding and acceptance _______________

public relations

has an obvious effect on product image and position.

public relations

• ____________________________________ is any form of exposure in the media, not paid for by the beneficiary's control or influence.

publicity

can be a variety of activities, including displays, trade shows, sampling, coupons, premium items, exhibitions, and performances.

sales promotion

The rapid growth in ____________________________________ enables sport marketers to have more direct communication with fans.

social media

is quickly becoming a top activation outlet for sponsors.

social media

______________ are far more numerous than traditional opt-in consumers.

social media followers

is the acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association.

sponsorship

A good strategic sport marketing plan is essentially an organization's budget and simply determines how resources will be allocated.

true

A team's delivery of unique content, breaking news, and authentic insider information through its social media marketing can actually drive fan behavior.

true

An in-kind sponsor trades a product for sponsorship opportunities.

true

As consumers use mobile devices to make more purchases, sport properties would be wise to expend more effort to track in-venue spending habits by spectators

true

Basing the value of a sponsorship on the number of people who will see an impression is known as exposure measurement.

true

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

true

For a sport organization to deliver engaging content through social media, social media managers must listen to and learn from consumers rather than just disseminate information.

true

For team sports with many home games, attendance traditionally goes down for the game immediately following a major promotion.

true

Many newer sport venues are trending toward establishing sponsored and branded spaces or entitlement zones within the facility.

true

More often than not, consumers balance product and promotion in their minds as they consider purchasing a sport product.

true

Personal selling and special benefits are the most effective promotions in reaching and maintaining the heavy user.

true

Public relations may take the form of activities as well as formal communication and may involve players, media personnel, staff, mascots, and other product extensions, sponsors, and key components of the organization.

true

Sport consumers develop perceptions of the place in which an event occurs-that is, a facility image and the place should match the level of the product.

true

Teams and sport organizations must establish objectives before developing and measuring social media marketing strategies

true

The authors predict that one property will likely take the step of selling major advertising and corporate branding on the team's uniforms.

true

The primary goal of intellectual property law is to reward invention, ingenuity, and creativity in an effort to maintain a competitive marketplace.

true

When a trademark infringement claim is made, the plaintiff might sue for reasons including abandonment, fair use, and the trademark becoming generic.

true

When sponsors enter into partnerships with sport organizations, they must realize that additional activation spending will be required to leverage the sponsorship effectively

true