MGMT 355 QUIZ 1 ACCURATE STUDY GUIDE
Marketing - Answers - the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
Sports Marketing - Answers - the use of marketing for creating, communicating,
delivering, and exchanging sports experiences that have value for customers, clients,
partners, and society.
Marketing of sports - Answers - going to the game/ getting people there
Marketing through sports - Answers - commercials/ pac12 network (getting people to
stay there) sponsors
Characteristics of Sports Marketing - Answers - Affinity advantage
Positioning challenge
Experience-based relationships
Marketing's Role in Sports - Answers - -Catalyst for creating customer value
-Develops and nurtures customer relationships
-Connects organizations with external environment
Value - Answers - -Consumption benefits
-Sacrifices required
Two options in customer value - Answers - -Increase benefits (free shirts/ t-shirt day)
-Reduce sacrifices (shuttle/bus to the game)
External Factors - Answers - Competition
Economy
Public Policy
Sociocultural Trends
Technology
Marketing Decisions - Answers - Target markets
Positioning
Product
Price
Place
Promotion
Monopoly Era - Answers - (1900-1950) scarcity of sports team
, Television Era - Answers - (1950-1990) period that was heavily influenced by the
invention of the television
Highlight Era - Answers - (1990-2010) innovations in sports media and the emergence
of action sports and greater interest in women's sports
Experience Era (2010-today) - Answers - focus on creating customer-driven
experiences online and engaging fans year-round
Business-Driven Factors - Answers - -Growth of sports media
-Increased interest in sports sponsorships
-Desire to build global brands
-Inclusion in economic development planning
Customer-Driven Factors - Answers - -Increase emphasis on leisure activities
-Introduction of new sports
-Increased interest in women's sports
-Increased interest in personal fitness
Sports Entertainment Marketing 5 P's - Answers - Positioning (understanding
customers)
Profits (satisfying customers)
Platform (responding to customers)
Promotion (engaging customers)
People (serving customers)
Positioning - Answers - 1.Customer focus
2.Key marketing tasks
-Establish values and mission
-Conduct market analysis
-Set marketing objectives
-Select target markets
Platform - Answers - -Bundle of benefits
-Brand relationships
-Product
-Place or distribution
The Sports Product - Answers - Leagues, Teams, Events, Experiential Products,
Athletes, Sponsorship, Merchandise, Support Products, Venues, Sporting Goods
Promotion - Answers - -Communication
-Customer engagement
-Voice of brand
-Sponsorships
Marketing - Answers - the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
Sports Marketing - Answers - the use of marketing for creating, communicating,
delivering, and exchanging sports experiences that have value for customers, clients,
partners, and society.
Marketing of sports - Answers - going to the game/ getting people there
Marketing through sports - Answers - commercials/ pac12 network (getting people to
stay there) sponsors
Characteristics of Sports Marketing - Answers - Affinity advantage
Positioning challenge
Experience-based relationships
Marketing's Role in Sports - Answers - -Catalyst for creating customer value
-Develops and nurtures customer relationships
-Connects organizations with external environment
Value - Answers - -Consumption benefits
-Sacrifices required
Two options in customer value - Answers - -Increase benefits (free shirts/ t-shirt day)
-Reduce sacrifices (shuttle/bus to the game)
External Factors - Answers - Competition
Economy
Public Policy
Sociocultural Trends
Technology
Marketing Decisions - Answers - Target markets
Positioning
Product
Price
Place
Promotion
Monopoly Era - Answers - (1900-1950) scarcity of sports team
, Television Era - Answers - (1950-1990) period that was heavily influenced by the
invention of the television
Highlight Era - Answers - (1990-2010) innovations in sports media and the emergence
of action sports and greater interest in women's sports
Experience Era (2010-today) - Answers - focus on creating customer-driven
experiences online and engaging fans year-round
Business-Driven Factors - Answers - -Growth of sports media
-Increased interest in sports sponsorships
-Desire to build global brands
-Inclusion in economic development planning
Customer-Driven Factors - Answers - -Increase emphasis on leisure activities
-Introduction of new sports
-Increased interest in women's sports
-Increased interest in personal fitness
Sports Entertainment Marketing 5 P's - Answers - Positioning (understanding
customers)
Profits (satisfying customers)
Platform (responding to customers)
Promotion (engaging customers)
People (serving customers)
Positioning - Answers - 1.Customer focus
2.Key marketing tasks
-Establish values and mission
-Conduct market analysis
-Set marketing objectives
-Select target markets
Platform - Answers - -Bundle of benefits
-Brand relationships
-Product
-Place or distribution
The Sports Product - Answers - Leagues, Teams, Events, Experiential Products,
Athletes, Sponsorship, Merchandise, Support Products, Venues, Sporting Goods
Promotion - Answers - -Communication
-Customer engagement
-Voice of brand
-Sponsorships
