Transcript 1.05_Product_Knowledge_-_MBAx

1.03 – 1.04 – 1.05
Acquire Information about the Sport/Event Industry
to Aid in Making Career Choices
Employ Product Mix Strategies to Meet Customer
Expectations
Acquire Product Knowledge to Communicate
Benefits
LICENSING ACTIVITIES
• The merchandising activity involves responsibility for a
sport organization's licensing activities.
• Public relations/community relations are activities that
involve working with the media and the public.
• The sales department handles all advertising and ticket
sales. All are marketing activities, and while sales
somewhat relates to merchandising, the sales staff is
not responsible for licensing.
MEDIA RELATIONS
• The media relations activity involves writing press
releases and organizing news conferences for a
sport organization.
• The promotions activity involves planning all
advertising/sales promotions. Advertising designs
and selects all advertising materials, while the
community relations activity develops and
coordinates all community activities.
• All are marketing activities, but media relations is
the activity that deals directly with the press.
TV COMMERCIALS
• This would be your responsibility in
advertising. Certain big ticket items would
qualify to be advertised on TV.
• Researching the target audience is a market
research and development activity. .
• Taking ticket orders is a ticket management
activity.
SPONSORSHIP MANAGEMENT
• A person responsible for matching up
corporations with events that reach their
target market has a career in sponsorship
management.
• Promotions, hospitality, and advertising sales
are all event marketing activities, but they do
NOT deal directly with sponsorships.
SPORTS MEDIA
• The broadcast of a baseball game on the
radio is a sport media product.
• Sporting goods are equipment and apparel
essential to the sport event itself.
• A non-sport event is any event that does NOT
involve sports, such as a play, a festival, or a
parade.
INCONSISTENT EVENT
• The basketball team is an inconsistent, rather
than a consistent, sport/event product
because the quality of its performances is
impossible to guarantee over a period of
time, such as game to game or year to year.
COMBINATION OF GOODS AND
SERVICES
• One of the most important things to
remember about sport/event products is they
can rarely be treated as either pure goods or
pure services.
• Most sport/event products have a
multifaceted nature that combines elements
of both types of products.
BRAND IMAGE
• Brand image is a product's "personality." Wrigley
Field's reputation as a great sport/event venue is
its image or personality.
• To achieve brand image, Wrigley Field has already
established brand awareness. Although Wrigley
Field is a sport/event product with brand loyalty
and quality, its reputation is what we call brand
image.
SIGNIFICANT OTHERS
• A strong motivator for many people to attend
sports events is their interaction with
significant others, such as family members,
coaches, or peers. Childhood memories of
attending games with parents can motivate
one to take his own family to games.
AFFORDABLE EVENTS
• Tickets for arena football games often cost
less than $15, which makes attending a game
very affordable, even for a family. On the
other hand, professional and college football
tickets cost upwards of $50 or more.
• Arena football is typically not broadcast on
prime-time network television because of the
expense involved.
ENTERTAINMENT
• There are many reasons why fans attend
sporting events, and a primary factor is the
entertainment value.
• Competitive events such as football games
excite fans because they don't know the
outcome until the game is over, which adds to
the entertaining nature of the event.
REVIEW
44. Which of the following marketing
activities involves responsibility for a sport
organization's licensing activities:
•
•
•
•
A.
B.
C.
D.
Community relations
Public relations
Sales
Merchandising
44. Which of the following marketing
activities involves responsibility for a sport
organization's licensing activities:
•
•
•
•
A.
B.
C.
D.
Community relations
Public relations
Sales
Merchandising
45. Which of the following marketing activities
involves writing press releases and organizing
news conferences for a sport organization:
•
•
•
•
A.
B.
C.
D.
Promotions
Advertising
Media relations
Community relations
45. Which of the following marketing activities
involves writing press releases and organizing
news conferences for a sport organization:
•
•
•
•
A.
B.
C.
D.
Promotions
Advertising
Media relations
Community relations
46. You are marketing the premiere of a new
Lexus model, which will be revealed at a car
show in Detroit. You're in charge of advertising.
Which of the following would be your
responsibility:
•
•
•
•
A.
B.
C.
D.
Researching the target audience
Conducting test drives
Taking ticket orders
Buying commercial time on television
46. You are marketing the premiere of a new
Lexus model, which will be revealed at a car
show in Detroit. You're in charge of advertising.
Which of the following would be your
responsibility:
•
•
•
•
A.
B.
C.
D.
Researching the target audience
Conducting test drives
Taking ticket orders
Buying commercial time on television
47. A person responsible for matching
up corporations with events that reach
their target market has a career in
•
•
•
•
A.
B.
C.
D.
sponsorship management.
sales promotion
hospitality.
advertising sales.
47. A person responsible for matching
up corporations with events that reach
their target market has a career in
•
•
•
•
A.
B.
C.
D.
sponsorship management.
sales promotion
hospitality.
advertising sales.
54. A baseball game broadcast on the
radio is an example of:
•
•
•
•
A.
B.
C.
D.
a non-sport event.
owned-goods service.
a sporting good
sport media.
54. A baseball game broadcast on the
radio is an example of:
•
•
•
•
A.
B.
C.
D.
a non-sport event.
owned-goods service.
a sporting good
sport media.
55. Your high-school's basketball team
went to the state championship game last
year, but didn't even make the play-offs
this year. This is an example of a(n)
__________ sport/event product
•
•
•
•
A.
B.
C.
D.
inconsistent
perishable
tangible
consistent
55. Your high-school's basketball team
went to the state championship game last
year, but didn't even make the play-offs
this year. This is an example of a(n)
__________ sport/event product
•
•
•
•
A.
B.
C.
D.
inconsistent
perishable
tangible
consistent
56. Most sport/event products are
classified as
•
•
•
•
A. pure goods.
B. pure services.
C. a combination of goods and services.
D. a combination of rented and owned-goods
services.
56. Most sport/event products are
classified as
•
•
•
•
A. pure goods.
B. pure services.
C. a combination of goods and services.
D. a combination of rented and owned-goods
services.
57. Over the years, Wrigley Field has
earned a reputation as one of the best
places to watch a MLB game. This is
called brand
•
•
•
•
A.
B.
C.
D.
awareness.
image
quality.
loyalty.
57. Over the years, Wrigley Field has
earned a reputation as one of the best
places to watch a MLB game. This is
called brand
•
•
•
•
A.
B.
C.
D.
awareness.
image
quality.
loyalty.
94. Mark enjoys taking his family to pro.
baseball games because of memories he has of
his dad taking him. What factor motivates Mark
to attend sports events with his family?
•
•
•
•
A.
B.
C.
D.
Cultural norms and values
Class and gender relations
Popular athletes
Significant others
94. Mark enjoys taking his family to pro.
baseball games because of memories he has of
his dad taking him. What factor motivates Mark
to attend sports events with his family?
•
•
•
•
A.
B.
C.
D.
Cultural norms and values
Class and gender relations
Popular athletes
Significant others
95. One of the primary reasons that people are
motivated to attend arena football games is the:
•
•
•
•
A.
B.
C.
D.
instant-replay feature.
affordable ticket prices.
low scores
prime-time network TV exposure
95. One of the primary reasons that people are
motivated to attend arena football games is the:
•
•
•
•
A.
B.
C.
D.
instant-replay feature.
affordable ticket prices.
low scores
prime-time network TV exposure
96. Because the outcome of a match is
uncertain, many fans attending a sporting event
are motivated by the game’s __________ value:
•
•
•
•
A.
B.
C.
D.
Financial
Entertainment
Economic
Physical
96. Because the outcome of a match is
uncertain, many fans attending a sporting event
are motivated by the game’s __________ value:
•
•
•
•
A.
B.
C.
D.
Financial
Entertainment
Economic
Physical