APSM 2nd exam

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Last updated 2:20 PM on 4/6/26
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38 Terms

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what is a marketing mix
foundational framework of controllable tools that businesses manipulate to influence consumer demand and achieve marketing goals
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What are the 4 P's
Product, Price, Place, and Promotion
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What are the "unique aspects of sports marketing"
1.Aspects of sport are intangible
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2.Sport involves emotions
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3.Sport is subjective and heterogeneous
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4.Sport is generally socially consumed
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5.Sport experiences are inconsistent and unpredictable
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6.Sport is perishable
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what is a SWOT analysis
analysis of strengths, weaknesses, opportunities, and threats
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What is brand image
The consumers' perceptions and set of beliefs about a brand that, in turn, shape their attitudes
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what is brand awareness
The consumers' recognition and recollection of the brand name
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what is brand equity
The value that the brand contributes to a product in the marketplace
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what are the the four industry stakeholder groups for marketing agencies
Talent, properties, corporate brands, and media companies
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What is return on investment?
compares the money earned (or lost) on an investment to the amount of money being invested
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why do we call it return on investment instead of a profit
bc it can be negative
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What are the 3 types of marketing agencies
Full, General and Specialty
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What is sponsorship
When company provides $, products, or services to a sport property in exchange for marketing rights and exposure
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What are the two primary parts of sponsorships in pro sports
Sales and Activation
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What are the objectives of sponsorship
brand awareness, brand image, target audience, hospitality & business relationships, community engagement, and sales activation
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what are some reasons that communications in sport are different from other industries
Bc pro sports have a unique structure
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what are the 4 layers of complexity in sports communication

League Governance, Interdependence, Labor Management Relations, Media and Rev power

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What are the three goals of effective sport communication
Builds and organizations rep, engages & retains fans and stakeholders, improves organization alignment and effectiveness
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Why is the use of digital platforms beneficial for sports teams and their communications
Engage in real time, build brand presence, and share updates quickly
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What are the three primary needs of crisis communication
Quick accurate responses, clear consistent messaging, demonstrated accountability and next steps
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What are the different types of facilities
Single, multi and nontraditional purpose
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What is the priority of all events?
maintain a safe and enjoyable environment proper management of facility and events is crucial
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What does privatization mean in terms of facility ownership?
Moving the management of facilities from the public sector to private companies or organizations
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what is a public private partnership
A shared deal between a gov and private organization to build one neither could or would have been able to do alone
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What are the three, pre-event tasks
scheduling, negotiating, coordinating
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What are the five tasks within "staging" the event
Security, seating, customer service, alc policies, crowd control
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What are the five current challenges in sport management that we discussed in class
Technological Integration, fan engagement, sustainability, health and safety, and economics pressures
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technological integration example
Stadiums upgrading to "smart" venues with mobile ticketing, cashless payments, and in-seat ordering
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Fan Engagement example
Creating interactive social media content
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Sustainability example
Building energy-efficient stadiums
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what are the benefits of e-sports
cognitive focus, social engagement, therapy, relaxation, and career prep
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What are esports main sources of revenue
Sponsorship, Media rights, game publisher fees, Merch, digital streaming
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How do operators of fantasy sport platforms generate revenue
Participation fees, premium service fees, sponsorships, and advertising

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