Sport Professional Organizations: Marketing, Sales, and Brand Management

Flashcards covering sport professional organization decision-making, segmentation, sales processes, sponsorship, and brand management based on lecture notes.

What is the 'Priori' method of decision making in sports organizations?

Conceptual thinking based on previous data and experiences to understand what works and identify ticket sale opportunities.

What defines the 'Posteriori' method of decision making?

A data-driven approach using primary research such as observations, surveys, and interviews to innovate and contrast with current league conditions.

What are the five subsets used in segmentation to understand sports fandom?

Demographic, socio cultural, geographic, psychographic, and behavioral.

What three elements specifically impact female consumption towards sport?

Finances, involvement, and participation.

According to the transcript, how many females and males were high school athletes as of the recent data?

$3,402,730$ females and $4,534,758$ males.

What are the five family types categorized under the 'temporal stage' of diversity?

Bachelorhood, Honeymooners, Parenthood, Post-parenthood, and Dissolution.

In the 'Parenthood' family type, how do sports franchises drive revenue?

By providing imprinted experiences for children, such as kids standing next to players during the national anthem, often sold as specialized packages.

What are the five tasks of the personal selling process?

$1.$ Prospect (generating/qualifying leads), $2.$ Pre-calling (gathering background), $3.$ Presentation (communicating value), $4.$ Closing (persuading action), and $5.$ Follow-up (building relationships).

What is the 'Single call close' in telemarketing?

A technique used to persuade an immediate action to buy, typically tailored for the urgent sell of inventory.

What is 'Differential pricing' in the context of ticket sales?

Adjusting ticket prices based on factors such as the reputation of the opponent, quality of the matchup (rivalries), time (scheduling), and place (seat location).

What is the logic behind 'Flexible ticket pricing' (Flex plans)?

Combining attractive contests with less desirable ones to entice fans who are lower on the audience engagement ladder to 'test drive' the product.

What are the five 'Bases of Power' in sport management?

Coercive, Connection, Reward, Legitimate, and Expert.

Explain the '50/50/25+' bonus structure for production-based pay.

A plan where $50\%$ of on-target earnings ($OTE$) is base salary, $50\%$ is paid as a bonus to reach the $OTE$, and an additional $25\%$ is awarded for exceeding roles.

Define the 'Reciprocation' principle of influence.

Using concessions, such as 'buy one get one' offers, to make the buyer feel they are getting more value than they paid for.

What is the difference between a cash sponsorship and an 'in-kind' payment?

Cash involves monetary payment, whereas in-kind is a non-monetary exchange, such as equipment supply or free business services like flights.

What are the four attitudinal outcomes used to measure sponsorship success?

$1.$ Brand awareness, $2.$ Brand recall, $3.$ Purchase intentions, and $4.$ Sport brand image.

What are the two risk components associated with naming rights for venues?

Lack of continuity (decreasing market value) and the enormous investment cost.

Under the systems model, what are the three components of creativity?

$1.$ Domain (culture of symbolic knowledge/rules), $2.$ Field (gatekeepers who approve ideas), and $3.$ Person (individual enacting creativity).

What are the 'Three Rules' to capitalize on behaviors for fan engagement?

$1.$ Design for active behaviors, $2.$ Non-game content, and $3.$ Organize for agility.

In Design Thinking, what is the 'Innovation World' focused on?

Exploitation of opportunities and desirability, moving beyond historical data to an observational humanistic perspective of wants and needs.

What are the three components of a personal brand according to the Module 6 notes?

Roles, standards, and style.

In the A-Z effect logic where $A=1$ and $Z=26$, which attribute totals $100\%$?

Attitude ($A+T+T+I+T+U+D+E = 100\%$).