SLM Exam 3: Sport Sales and Consumer

consumer behavior

the set of actions a consumer makes before, after, and during a purchase

segmentation

dividing sports consumers based on their motives, perceptions, beliefs, and attitudes

market segmentation

a portion of the population that is distinctive in terms of its needs, characteristics, or behaviors

target market

a market segment identified as the focus of an organization’s marketing efforts

extrinsic awards

medals, trophies, all-star events

intrinsic awards

reward a person receives from the experience itself

spectator motivation

different reasons for watching and participating — can vary considerably

diversion

escape from everyday life, stress, and boredom

eustress

moderate or normal stress that is deemed beneficial — excitement and stimulation

consumer perceptions

perception is a process by which a person selects, organizes, and interprets stimuli to create a meaningful picture of the world

consumer attitudes

marketing efforts, attitudes, and consumer loyalty, involvement, and identifications

5 categories of situational influences

physical surroundings, social surroundings, task requirements, temporal influences, and antecedent states

physical surroundings

geographic location, decor, sound, smells, lighting, weather, and crowding

social surroundings

effects the physical presence of others

task requirements

context (intent or requirement) of the purchase — gift or personal purchase

temporal influences

time pressures, time of day, season

antecedent states

anxiety, excitement, or hunger and momentary conditions like cash on hand, fatigue, or illness