Sports Management Chapter 3

A straegy that involves placement of marketing material and promotions at an event that attracts consumer and media attention, without becoming an official sponsor event

•Begins with customer and encourages integration of the customer into the company •Builds relationships through communication, satisfaction, and service

Related to the statistical characteristics of a group of people

•The personal commitment and emotional involvement customers have with sport organization •Enhanced long-term loyalty in sport fans •Sponsorship opportunities resulting from ability to tap into strong emotional connection between a fan and his or her sport team

On-site interviews in heavy traffic areas such as malls

The controllable variables a company puts together to satifsy a target market group, including product, price, place, and promotion

On-site interviews in heavy traffic areas such as malls San Jose Sharks logo and colors changed as a result of pass-by interviews

Related to the preferences, beliefs,values, attitudes, personalities, and behavior of an individual or group

•Builds mutually satisfying long term relations with key parties (consumers, suppliers, distributors) •Begins with customer and encourages integration of the customer into the company •Builds relationships through communication, satisfaction, and service

•Identifying subgroups of overall marketplace based on demographic, geographic, psychographic & product usage •Ethnic marketing –Growth of Hispanic population, ESPN Deportes •Generational marketing

–The acquisition of rights to affiliate or directly associate with a product or event for purpose of deriving benefits related to that affiliation •Albert G. Spalding –Use of the word official •Mark McCormack –Built IMG through golfer Arnold Palmer

A group of consumers to whom a product is marketed

•Bill Veeck –Team must provide reasons other than the game itself for people to attend and support franchise. 1.Create the greatest joy for the greatest number of people 2.Ensure a pleasurable attending experience 3.Create conversation

–Credited with formalizing customer research in sport industry; audience audit, intercepts, focus groups

–Product (actual event vs. experience) –Price (depends on value or perceived value) –Place (preselling and exceptional locations) –Promotion (advertising, personal selling, publicity, and sales promotion, public relations)