ASM 246 Exam From Fossils to Forensics:
the strategic process used to inform, engage, and persuade people to consume goods, services,
and ideas - answers✔✔marketing
1) identification of opportunities
2) new product development
3) attraction of customers
4) retention of customers and building loyalty
5) fulfillment of orders - answers✔✔marketing's key processes
Awareness, Relevance, Fulfillment - answers✔✔A.R.F.
-with sport events, the marketer has little or no control over significant aspects of the core
product
-sport events are usually produced and consumed simultaneously
-competition vs. cooperation (32 NFL teams cooperate w/ collective bargaining; meanwhile,
Coke and Pepsi do not cooperate)
-sport consumers often consider themselves experts
-sport events are inconsistent and unpredictable - answers✔✔major differences between sport
event marketing and traditional marketing
consists of all activities designed to meet the needs and wants of sports consumers through the
exchange process - answers✔✔sport marketing
, when a customer decides to satisfy a need or want by offering money, goods, and services -
answers✔✔exchange process
1) marketing of sports products and services directly to consumers
2) marketing of other goods and services using sports events as platforms - answers✔✔sport
marketing consists of two primary activities
-baseball player for Boston Red Stockings and Chicago White Stockings
-opened Spalding and Bros. sporting goods in 1876
-provided uniforms and baseballs for the National League
-during his World Tour, brought some of the best players around the world to try to promote
baseball (only worked in the U.S.)
-in 1877, put out manuals, histories, and guides to baseball and many other sports
-published the first official rules guide for baseball in which he states that Spalding balls are the
only balls that can be used - answers✔✔Albert Spalding
-owned the Chicago White Sox and Cleveland/St. Louis Browns
-creator of modern sports marketing
-integrated the American League
-understood that sports were a form of entertainment and integrated promotional giveaways,
pre/postgame stunts, the exploding scoreboard, and fireworks to the entertainment aspect of
the game - answers✔✔Bill Veeck
-UM Athletic Director from 1968-1988
-made football games a "spectacle" and "carnival"
-advertised tickets
-booster clubs
-direct mail campaign
the strategic process used to inform, engage, and persuade people to consume goods, services,
and ideas - answers✔✔marketing
1) identification of opportunities
2) new product development
3) attraction of customers
4) retention of customers and building loyalty
5) fulfillment of orders - answers✔✔marketing's key processes
Awareness, Relevance, Fulfillment - answers✔✔A.R.F.
-with sport events, the marketer has little or no control over significant aspects of the core
product
-sport events are usually produced and consumed simultaneously
-competition vs. cooperation (32 NFL teams cooperate w/ collective bargaining; meanwhile,
Coke and Pepsi do not cooperate)
-sport consumers often consider themselves experts
-sport events are inconsistent and unpredictable - answers✔✔major differences between sport
event marketing and traditional marketing
consists of all activities designed to meet the needs and wants of sports consumers through the
exchange process - answers✔✔sport marketing
, when a customer decides to satisfy a need or want by offering money, goods, and services -
answers✔✔exchange process
1) marketing of sports products and services directly to consumers
2) marketing of other goods and services using sports events as platforms - answers✔✔sport
marketing consists of two primary activities
-baseball player for Boston Red Stockings and Chicago White Stockings
-opened Spalding and Bros. sporting goods in 1876
-provided uniforms and baseballs for the National League
-during his World Tour, brought some of the best players around the world to try to promote
baseball (only worked in the U.S.)
-in 1877, put out manuals, histories, and guides to baseball and many other sports
-published the first official rules guide for baseball in which he states that Spalding balls are the
only balls that can be used - answers✔✔Albert Spalding
-owned the Chicago White Sox and Cleveland/St. Louis Browns
-creator of modern sports marketing
-integrated the American League
-understood that sports were a form of entertainment and integrated promotional giveaways,
pre/postgame stunts, the exploding scoreboard, and fireworks to the entertainment aspect of
the game - answers✔✔Bill Veeck
-UM Athletic Director from 1968-1988
-made football games a "spectacle" and "carnival"
-advertised tickets
-booster clubs
-direct mail campaign
