SPEX209 - Sponsorship and SCA 2

Flashcards based on SPEX 209 Lecture 8 notes, focusing on vocabulary related to commercialization, sponsorship, and sustainable competitive advantage.

Sustainable Competitive Advantage (SCA)

Gaining a sustained edge over competitors that is not easily replicated.

Differentiation

A strategy to make a product or service distinct and attractive to a particular target market.

Perceived Customer Value (PCV)

The perceived worth a customer places on a product or service.

Brand Extension

The practice of attaching a brand name to a new product or service to capitalize on existing brand recognition.

Ambush Marketing

Marketing tactic where a company attempts to associate its products with an event without paying sponsorship fees.

Brand Extension (Definition)

Exploiting consumer recognition of a brand into successful new product/service offerings.

NFL International Series

NFL attempt to grow its market reach and fan base internationally.

Madden NFL Championship Series

League used by the NFL to enable new ways for young fans to engage in the sport through Madden NFL competition.

Inter-connected web of business enterprise

A key component of commercial sport funding, encompassing brands, sponsorship, and media rights.