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sports marketing

Questions and Answers of Sports Marketing

=+13. The differences between marketing research and market research includea. marketing research is focused on a very specific target marketb. marketing research involves a much broader scopec.
=+14. Why would a sports team that has client-side researchers on staff need or want to hire an independent firm to conduct research?
=+15. Why do companies need to gather and manage marketing information?Describe some of the ways the information might be used.
=+16. How could you create a student-operated marketing research firm for your school? Who might your clients be, and what topics might they want you to research?
=+17. If you were an event manager, how would you determine what to charge for tickets to the event? What kinds of information would you need to know about the people who might attend the event?
=+18. Professional sports teams are concerned about the decline in youth attendance at games. Develop a ten-question survey for youths that would help an organization design promotional strategies
=+19. Problem-Solving Review the description of causal research in Lesson 5.2.Provide an example, other than the one provided, of a clearly defined problem a concert promoter might have that would
=+20. Government Use the Internet to research how the European Union is trying to protect its citizens’ personal data. Write a brief summary of actions taken by the EU.
=+21. Geography Look online or in your school library for a map of New York City. There are five boroughs that make up NYC. NYC has two baseball teams and two stadiums. Name the teams and the
=+22. History Use the Internet to learn about the fans of a major league sports team of your choice. How have their demographics changed in the past 25 years?
=+23. Marketing Math You have placed a different ad on two search engine sites. Every time certain key words are used at each site, your ad comes up on the search-results page. Both ads link visitors
=+1. Review the steps in marketing research, as described in Lesson 5.2.
=+Define the problem as it applies to your school.
=+2. Determine what method your group will use to collect data and the size of the sample, with five percent of your school as a minimum. Carefully write out the questions to be asked of the sample
=+3. Compile and summarize the data you have collected, and display the data in graphic form.
=+4. Write up a brief report that states the problem, describes the research, and recommends a solution. Present your findings to the class.
=+5. Did other groups come up with different recommendations? How can you determine which recommendations are the best?
=+1. Why should baby boomers not count on inheritance as a major part of their financial well being?
=+2. What can the travel and tourism industry do to attract the business of a growing senior citizen population?
=+3. What message does this case send to individuals who want to maintain their lifestyle after retirement?
=+4. Because individuals are living longer, what kinds of insurance should they consider buying to protect their savings and investments?
=+1. Why are two residences attractive to many senior citizens?
=+2. How do high gas prices affect senior citizens who use RVs?
=+3. List three characteristics of the retirement communities that are attractive to senior citizens.
1. Describe experiential marketing and discuss the reasons for its growth
2. Compare and contrast four experiential marketing strategies
3. Discuss the fundamental considerations of experiential marketing design and implementation
4. Differentiate between three types of sponsorship activation experiences
5. Summarize the strategic issues to consider when designing an experiential marketing program
6. Describe experiential marketing tactics that increase organizational revenue
1. Why is experiential marketing an effective strategy for sports properties?
2. What are the three key characteristics of experiential marketing?
3. What factors have contributed to greater interest in and utilization of experiential marketing?
4. What are four objectives for which experiential marketing is an appropriate strategy?
5. What is the difference between intrinsic and extrinsic rewards?
6. What three areas must be considered when designing experiential marketing programs?
7. Identify the different types of experiences in experiential marketing design and define each one.
8. Explain the four Es of experiential marketing.
9. Identify the five factors of physical design that impact fan satisfaction.
10. What is the physical environment of a sports property called?
11. Describe the various types of activation experiences available for sponsorships.
12. Experiences and events in experiential marketing should serve a strategic purpose. Describe the experiential design considerations that should be assessed.
13. Discuss experiential marketing tactics that a sports property can use to create additional revenue streams.
1. After reading this chapter, can you think of an experiential marketing program with which you interacted? Describe the experience. Evaluate the experience from the viewpoint of the brand or
2. Pick one of the sports at your college. Describe an experiential marketing program that could be used by the sport. Before you decide on the experiential marketing program, which of the objectives
3. When developing experiential marketing programs, which do you consider to be more important: extrinsic or intrinsic rewards? Why? Describe the types of extrinsic and intrinsic rewards that would
4. Suppose a golf course in your area would like to use experiential marketing to attract new golfers. Propose an experiential marketing program that could be used. Discuss the various types of
5. Pick a professional sports team that is located near you. Describe how the professional team could use the four Es of experiential marketing to design experiential marketing programs.Describe an
6. Examine the four Es of experiential marketing in Figure 8.6. Discuss each one in terms of your personal experiences. Which ones are most effective at getting you to participate?Why?
7. How important is the physical facility, or sportscape, in your attendance at sporting events?Describe a sportscape that you like and is well designed. Why do you like it? Describe a sportscape
8. Examine the sportscape factors listed in Figure 8.7. List them in the order of importance to you, in terms of fan satisfaction. Discuss why you listed them in that particular order.
9. How important is it for a sponsorship to develop experiential marketing elements? As a consumer, do a sponsor’s experiential marketing tactics impact your attitude toward the sponsor? Why or why
10. Using the design considerations listed in Figure 8.9, design an experiential marketing event for a sports property by answering each of the questions listed. Pick either a sports team that is
1. Which kind (or kinds) of experiences discussed in the section “The Four Es of Experiential Marketing” should Topgolf focus on creating? Justify your answer.
2. How could Topgolf use experiential marketing to differentiate the brand among sports entertainment offerings?Explain your position.
3. How could Topgolf utilize experiences as rewards for patronage or loyalty? Propose an experience offered to its Platinum members that rewards their patronage and could encourage others to become
4. Fantasy activation is a strategy for sponsors to leverage their association with a property. Propose a fantasy activation experience that Topgolf could pitch to a prospective sponsor for its
1. Describe the features and benefits of integrated marketing communications(IMC)
2. Differentiate between pull and push marketing strategies
3. Describe the five steps of the brand communication planning process
4. Explain the principles and steps of the hierarchy of effects model for sports brands
1. What is integrated marketing communications?
2. Why is integrated marketing communications important for sports brands?
3. What is the difference between a pull and a push strategy?
4. Identify the five steps in brand communications planning.
5. Describe the four criteria of good objectives.
6. What is the difference between communication objectives and behavioral objectives?
7. Identify tactics that can be used to support communication objectives.
8. Identify tactics that can be used to support behavioral objectives.
9. Why is it important to have both communication and behavioral objectives in an IMC plan?
10. Describe the relationship between objectives, strategies, and tactics.
11. What are the four methods of setting IMC budgets? Describe each method.
12. Identify and describe the three approaches to planning the timing of marketing communications.
13. What are the seven stages in the hierarchy of effects model for sports brands?
14. Which stages of the hierarchy of effects model match the process of consumers moving through the three stages of thinking, feeling, and doing?
15. What is customer lifetime value (CLV) and why is it important?
1. Search online to locate a local golf course. Suppose you have been asked to develop a membership campaign for the golf course. Would you use a pull, push strategy, or dual strategy? Why?
2. You have been asked to market the women’s volleyball team of your university or a nearby school. Identify a target audience then write two objectives, one communication objective, and one
3. Timing of communications involves three different schedules: continuous, flighting, and pulsating. For each, describe a sport or team that would use that type of scheduling.
4. Consider the thinking–feeling–doing stages that consumers go through before making a purchase. Locate three different sports-related ads that illustrate these concepts, one for each stage.
5. Suppose you have been asked by your local university to help promote the men’s basketball program. Go through each of the seven steps outlined in Figure 9.11 for the hierarchy of effects model
6. Because of limited time and financial resources, sports fans must make choices on the level of involvement with various sports and teams. Review the hierarchy model for sports brands in Figure
7. Because of limited time and financial resources, sports fans must make choices on the level of involvement with various sports and teams. Review the hierarchy model for sports brands in Figure
8. Because of limited time and financial resources, sports fans must make choices on the level of involvement with various sports and teams. Review the hierarchy model for sports brands in Figure
1. Examine the list of communication approaches in Figure 9.3 that can be used with pull strategies. Which components would be most effective? Describe an IMC program that would build awareness of
2. Review Figure 9.8, the relationship between objectives, strategy, and tactics. Develop a similar table for K-Swiss in marketing one of the following product lines:a. Tennis shoes to tennis amateur
3. Which type of budget timetable (continuous, flighting, or pulsating) should be used for the tennis market? Why? Which type should be used for marketing lifestyle shoes to the teen market? Why?
4. K-Swiss differs from many athletic shoe companies in that it does not spend heavily on athlete endorsers to promote or develop shoes. Should K-Swiss continue to take this position, or should it
5. Consider the hierarchy of effects model for sports brands in relation to K-Swiss. For each of the seven steps, discuss what types of communication channels can be used to influence the audience at
1. Compare and contrast exposure and engagement strategies
2. Discuss the strengths and limitations of marketer-controlled communications channels
3. Describe the steps of the personal selling process
4. Discuss direct response marketing benefits and methods
5. Discuss the role of consumer-controlled communications channels in marketing
1. Explain the difference between exposure and engagement.
2. What marketing tools are suited for building exposure?
3. What marketing tools are suited for building engagement?
4. Selection of the appropriate channels depends on what three criteria?
5. What is the difference between marketer-controlled channels and consumer-controlled channels?
6. What channels are classified as being marketer-controlled?

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