Sport Marketing 2

Bar Rescue is a good television show to watch that illustrates people, process and physical evidence. T or F

True

What are the 5 Promotion Mix Elements?

Advertising, Personal selling, Sales promotion, Public or Community Relations, Sponsorships

Place can be used to have sport fans stay longer and attend more often. T or F

True

Sportscape does include:

Layout accessibility, Facility cleanliness, Electronic Displays

Examples of good customer service includes:

Handing cash back with the faces all up

A pleasant greeting and thank you

Appropriate eye contact

The People aspect does include:

Hiring appropriate number of workers, Employee training, Customer service

The Process aspect includes all contacts between service provider and the customer such as:

Online food ordering

More efficient back of house activity

Focus on delivery effectiveness

Sport organizations can use setting items like color, scent and texture to increase sales. T or F

True

Customers evaluate service quality using the following:

Reliability, Responsiveness, Empathy

Good customer service might mean the elimination of barriers to satisfaction (costs). T or F

True

Good customer service is the responsibility of stadium ushers only. T or F

False

Break Even Pricing

Sets a price to meet costs or a targeted return

Price is the cost level from a customer in exchange for a good or service: T or F

True

There is an inverse relationship between the price of a good and the perceived quality of it: T or F

False

A price that fluctuates based on the changing demand of a product is known as

Dynamic pricing

Handing out free tickets is myopic and could have a long-term negative impact on the brand value: T or F

True

The price elasticity of demand when elastic states that an increase in price will result in a loss of revenue: T or F

True

It is always better to show a price discount in terms of dollars off instead of percentage off: T or F

False

It is always better to show an odd price ($4.99) instead of an even price ($5.00): T or F

False

The Van Westendorp price model states that there are times when the price of a product is too low and demand will decrease: T or F

True

Bundling multiple products where the customer perceives a better value for buying more may result in higher profits: T or F

True

Which promotional mix element has short term incentives designed to stimulate immediate demand:

Sales Promotion

An interactive form of interpersonal communication designed to build customer relationship and produce sales

Personal selling

Evaluation of public attitudes, identification of areas within the organization in which the sports population may be interested, and building of a good “image” in the community

Public or Community Relations

Investing in a sports entity (athlete, league, team, event) to support overall organizational objectives, marketing goals and more specific promotional objectives

Sponsorships

Which promotional mix element is a form of one-way mass communication paid by the identified organization?

Advertising

All five promotional mix elements communicate a message to the receiver but do it in different methods: T or F

True

A giveaway such as Bobble-head night is an example of a price promotion: T or F

False

What are the requirements for developing a successful message?

Relevance, Resonance, Distinction, Simplicity

What does Relevance mean in a successful message?

Message must connect with the target audience

What does Resonance mean in a successful message?

Message must evoke important and/or emotional imagery - message has meaning

What does Distinction mean in a successful message?

Message must reinforce to customers what distinguishes a company and its products

What does Simplicity mean in a successful message?

A convoluted or verbose message risks boring or confusing the market

Which is NOT a requirement for a successful message:

Rational appeal

The promotional budget where an organization spends money in response to what another organization spends is 

Competitive parity

A source credibility depend on:

Expertise, Trustworthiness, Internalization, Likability

The reach of an advertising message means the number of times a consumer has seen and engaged with the message: T or F

False

Personal selling is effective because it is 

Interactive

The term for promotional mix elements interacting with each other is leveraging:

True

What is the communication process?

Source, Encoding, Message, Medium, Decoding, Receiver, Feedback

Communication Process: Source

where the communication process originates; athlete, team, mascot, sales personnel, etc.

Communication Process: Encoding

Translating the sender’s thoughts or ideas into a message

Communication Process: Message

The exact content of the words and symbols to be transmitted to the receiver

Communication Process: Relevance

Message must connect with the target audience

Communication Process: Decoding

Performed by the receiver, is the interpretation of the message sent by the source thorough the channel

Communication Process: Receiver

Audience is the object of the source’s message

Communication Process: Feedback

The response a target audience makes to a message

Communication Process: Noise

Interference within the communications process

Target market considerations:

• push strategy

• pull strategy

Determining promotional budget:

• Arbitrary allocation

• Competitive parity

• Percentage of sales

• Objective and Task method

Arbitrary allocation:

What we can afford

Competitive parity:

Matching a competitors advertising and promotional spending to maintain share

Percentage of sales:

A budgeting approach where an organization allocates a fixed percentage of its past or projected gross sales revenue

Objective and task method:

A budgeting approach where promotional spending is determined by defining specific marketing goals, identifying tasks needed to achieve them, and calculating the total cost of the tasks

What is the purpose of advertising?

to build audiences and promotes sales, to influence consumers to respond positively to products or services

Advertising strategy:

• Reach

• Frequency

Reach:

identification of potential consumers, number of different people within the target audience

Frequency:

number of exposures needed to access the consumer

Creative strategy:

develop message ideas and execute them effectively

Creative strategy options:

• Umbrella advertising

• Honest twist

• Demonstration

• Testimonial

• Lifestyle

• Slice of Life

• Announcement

• Imitation or symbolic

Price premiums:

• coupons

• BOGO

Non-price premiums:

• Bobbleheads

• Fireworks night

Selling process:

Prospecting, Needs analysis, Presentation, Closing

The corporate sales training document that we sue is called the

Playbook

It is good sales training to practice:

• prospect pitch

• overcoming objectives

• closing the sale

• networking, canvassing and referrals

Sales is the most important aspect to a sport organization: T or F

False

The selling process should be leveraged by another promotional mix element: T or F

True

Good sales persons must be extroverts: T or F

False

Which are the elements for motivation of a sales person:

Choice, Persistence, Intensity

According to Relationship Marketing by Jim Cathcart, what is most important?

The follow through of the sale

Increasing a consumer's purchase amount is reflected in the equation "Revenue = Markets * Consumption": T or F

True

Which are recommendations from "Ice to the Eskimos" by Jon Spoelstra:

Only try to sell a product that the customer wants to buy.

Increase the frequency of purchases by your customers.

Only target people who are interested in your product.

What does Prospecting mean in the personal selling process?

Identifying and qualifying potential customers

What does Needs Analysis mean in the personal selling process?

Gathering information to understand the prospect’ specific main points and requirements.

What does Presentation mean in the personal selling process?

Demonstrating how your product or service solves the prospect’s needs.

What does Closing mean in the personal selling process?

Asking for the order and securing the commitment to buy.

Prospect Pitch:

refining your opening pitch ensures you quickly capture interest and communicate your value proposition clearly.

Overcoming objections:

roleplaying how to address buyer hesitate, pushback, or concerns builds confidence and keeps deals moving forward.

Closing the sale:

Practicing various closing techniques helps reps smoothly ask for the business and secure buyer commitment.

Networking, Canavssing, and referrals:

Mastering lead-generation strategies expands the pipeline and keep potential opportunities flowing.

Element of motivation: Intensity

How hard a person trues

Element of motivation: Persistence

How long a person maintains effort towards their goal

Element of motivation: Choice

Where a person focuses their energy and the specific actions they choose to take.