SPMT 370-exam 1 |64 Questions and Answers A+
Graded
Sport marketing - -All activities that are designed to meet the wants of sport
consumers
- Basic marketing philosophy - --examine consumers needs
-select best way to meet those wants (targeting and positioning)
-achieve organizations objectives by meeting and satisfying the consumer
wants
- Consumer decision making process - -1. need recognition
2. information search
3. evaluation of alternatives
4. purchase decision
5. post purchase behavior
- Consumer behavior - -set of value-seeking activities that take place as
people go about addressing their needs and wants
- What affects consumer behavior - --external (social/situational) influences
-internal (individual) influences
-decision making process
-outcomes and issues
- Consumer personality - -Individual characteristics
-values, motivation, personality, lifestyle, self image, emotions
- Consumer psychology - -Process of the mind
-attitudes, learning, perception, memory
- Consumer motivation - -Inner reasons that provide energy needed to
achieve a goal
-desires, emotions, feelings, purpose, values, accomplishment, etc
- Regulatory force theory - -Consumer behavior is centered around two
primary orientations:
-Homeostasis (prevention-focused)
-Connected with utilitarian value
-Self-improvement (promotion-focused)
-Connected with hedonic value
- Internal factors which influence consumers - -Participant: achievement,
mastery, social
, Spectator: social—>affiliation, family time; individual—>appreciation,
entertainment, self-esteem, eustress (BIRGing), escape, economic
- BIRGing - -Basking in reflective glory
- Types of consumer involvement - -Affective, behavioral, cognitive (mental
thinking element), enduring (loyal consumer, highly attached)
- Consumer engagement - -brand related activities performed by the
consumer, which help create value for the brand (in the mind of the
consumer)
- Flow - -extremely high emotional involvement in which a consumer is
engrossed in an activity
- Perceived risk is the extent to which the consumer anticipates: - --
Negative consequences or outcomes to emerge
-Positive consequences or outcomes to not emerge
- Factors that affect perceived risk - -Availability, price, lack of
confidence/experience with the product, time to make decision
- Types of perceived consumer risk - -Financial
Functional
Physical
Psychological/social
Time
- Situational influence - -contextual effects that have an impact on the value
a consumer expects or obtains from a purchase or consumption, and are
independent of enduring consumer, brand, or product characteristics
- Customer journey - -the series of consumer touch-points with a brand/firm
that comprise a single consumption episode (experience)
- Situational elements - -Time, place, promotions, conditions
- Temporal factors - -Situational characteristics related to time
- Discretionary (spare) time - -the time consumers are not obligated to
toward some compulsory and time-consuming activity (e.g. school, work,
etc)
- Time pressure - -The urgency to act based on some real or imposed
deadline
Graded
Sport marketing - -All activities that are designed to meet the wants of sport
consumers
- Basic marketing philosophy - --examine consumers needs
-select best way to meet those wants (targeting and positioning)
-achieve organizations objectives by meeting and satisfying the consumer
wants
- Consumer decision making process - -1. need recognition
2. information search
3. evaluation of alternatives
4. purchase decision
5. post purchase behavior
- Consumer behavior - -set of value-seeking activities that take place as
people go about addressing their needs and wants
- What affects consumer behavior - --external (social/situational) influences
-internal (individual) influences
-decision making process
-outcomes and issues
- Consumer personality - -Individual characteristics
-values, motivation, personality, lifestyle, self image, emotions
- Consumer psychology - -Process of the mind
-attitudes, learning, perception, memory
- Consumer motivation - -Inner reasons that provide energy needed to
achieve a goal
-desires, emotions, feelings, purpose, values, accomplishment, etc
- Regulatory force theory - -Consumer behavior is centered around two
primary orientations:
-Homeostasis (prevention-focused)
-Connected with utilitarian value
-Self-improvement (promotion-focused)
-Connected with hedonic value
- Internal factors which influence consumers - -Participant: achievement,
mastery, social
, Spectator: social—>affiliation, family time; individual—>appreciation,
entertainment, self-esteem, eustress (BIRGing), escape, economic
- BIRGing - -Basking in reflective glory
- Types of consumer involvement - -Affective, behavioral, cognitive (mental
thinking element), enduring (loyal consumer, highly attached)
- Consumer engagement - -brand related activities performed by the
consumer, which help create value for the brand (in the mind of the
consumer)
- Flow - -extremely high emotional involvement in which a consumer is
engrossed in an activity
- Perceived risk is the extent to which the consumer anticipates: - --
Negative consequences or outcomes to emerge
-Positive consequences or outcomes to not emerge
- Factors that affect perceived risk - -Availability, price, lack of
confidence/experience with the product, time to make decision
- Types of perceived consumer risk - -Financial
Functional
Physical
Psychological/social
Time
- Situational influence - -contextual effects that have an impact on the value
a consumer expects or obtains from a purchase or consumption, and are
independent of enduring consumer, brand, or product characteristics
- Customer journey - -the series of consumer touch-points with a brand/firm
that comprise a single consumption episode (experience)
- Situational elements - -Time, place, promotions, conditions
- Temporal factors - -Situational characteristics related to time
- Discretionary (spare) time - -the time consumers are not obligated to
toward some compulsory and time-consuming activity (e.g. school, work,
etc)
- Time pressure - -The urgency to act based on some real or imposed
deadline
