Sport Event Management Quiz 2

Advertising

A type of promotion that is paid, nonpersonal, and sponsored

Brand

The combination of names, symbols, slogans, or logos that identifies a product and distinguishes it from other products

Targeting

The segments of the population that are the most attractive and viable

Positioning

target market's perception of the sport event or the product's key benefits and features, relative to the competitors' events

Market segment

dividing the total market into a group of consumers or potential consumers with similar attributes, attitudes, or behaviors

marketing plan

a document detailing the marketing activities that need to happen for an event to reach its objectives

personal selling

build relationships with customers to produce sales for the sport event

public relations

create and maintain relationships with consumers to create a positive image

event marketing

process of developing a themed exhibit, display, or presentation to promote a product or service

sales promotion

short-term incentives to stimulate demand

target market

a segment to which the event will be marketed

demographic segmentation

dividing markets into different groups according to race, life stage, gender, income, education, occupation, generation, among others

geographic segmentation

dividing groups based on location

psychographic segmentation

dividing the market into segments based on customers activities, interests, and opinions

behavior segmentation

divides based on level of usage, level of loyalty, occasions, and benefits

activation

the process of actively marketing and managing the sponsor's partnership with an event

ambush marketing

non-sponsoring companies create the perception that they are sponsors of the event, which might in turn diminish the value for actual sponsors

evaluating sponsorship

a means of measuring the success of your efforts

in-kind sponsorship

non-monetary partnerships that provide a service or product to an event in exchange for sponsorship recognition

financial sponsorship

the exchange of cash for association with the sport event or property. these are sponsors that give money directly to fund sport events

return on investment (ROI)

effectiveness of the investment in monetary terms

return on objectives (ROO)

effectiveness of the investment in helping to achieve established sponsorship goals

sponsorship

acquisition of rights to affiliate or directly associated with a product, person, organization, team, league, or event for the purpose of driving benefits related to that affiliation or association.

sponsorship level

a specific level of involvement, or a package, ranging from minimal investment to full-blown rights of ownership

sponsorship proposal

the research, pitch, and ask of sponsorship; a package of information that will help a potential sponsor decide whether they want to partner with your event

sponsorship prospectus

generic document for any sponsor outlining the sport event for potential sponsor

property

venue, team, league, or organization that holds the rights to assets

assets

tangible and intangible items of value owned by the sport property

back of the house

staff or volunteer positions that typically do not interact with attendees

evaluate

assess the performance of staff and volunteers

flat organizational structure

describes an organization with fewer management levels and a broader span of control

front of the house

staff and volunteers interacting with event attendees

organizational chart

displays the structure of the organization

outsourcing

contracting with other companies to manage services for an event

recruit

attracting staff to apply for positions

retain

provide incentives for staff to work in a position

tall organizational structure

describes an organization with many levels of management, whereby managers have many ranks and a narrow span of control

team

a group of people who unite to accomplish a common mission or objective

train

provide skills for positions

risk

possibility of a hazard causing harm or the likelihood of something going wrong

risk assessment

the identification of risk, assessment of the risk, and response to the risk

risk management

continual process of identifying potential risks and quantifying the risks with regard to the likelihood of occurrence and severity of impact without harm or loss

risk assessment team

internal and external stakeholders identifying risks. crowd control - actions implemented once a crowd begins to act in a way that was not planned

crowd management

procedures identified to prevent overcrowding and bottlenecking to improve the safe and orderly flow of people

queuing theory

identifies points of congestion to minimize the length and time people wait in lines

signage

identification of things, informational items, and directional movements within or outside of venues

general liability insurance

covers bodily injuries or property damage that occur at the sport event

holding statement

a response to controlling the message the public will hear immediately following an incident

SOPs

standard operating procedures to respond to risk

critical path analysis

the sequencing of tasks and the amount of time required to complete each task

gantt chart

communicates logistical tasks to be completed in relation to the amount of time needed to complete the tasks

logistics

the analysis, sequencing, and supervision of the tasks and providers necessary for the move-in, installation, maintenance, disassembly, and move-out activities associated with the event project

signage

identification of things, informational items, and directional movements within or outside of venues

work breakdown structure

communication tool breaking tasks into manageable pieces and assigns personnel with roles and responsibilities to complete the project

crowd control

includes specific procedures to handle crowds creating a threat to the safety of others

operations

management of the production of the sport event

site layout

communicates the location of entrances, exits, roads, parking, security points, administration offices, etc.

flow

the movement of people throughout the venue

a move out is

reverse logistics

a move in is

forward logistics

the initiate phase is the

first phase of the event management process

the planning phase is the

second phase of the event management process

secondary data is

all of the above (an internet article, census data, a post-event report prior to the sport event)

the shutdown phase is the

fifth phase of the event management process

the event phase is the

fourth phase of the event management process

the execute phase is the

third phase of the event management process

evaluation is

all of the above (measuring aspects of the sport event to assess outcomes, measuring all of the sport event to assess outcomes, measuring one phase of the sport event to assess outcomes)

primary data is

a questionnaire conducted prior to the sport event

forward logistics

move in and set up

reverse logistics

move out and breakdown

a post-event report summarizes the

sport event with recommendations to improve the event