1. CHAPTER 7 SEGMENTATION, TARGETING, AND POSITIONING

2. Segmentation - Grouping consumers together with common needs Segmentation Bases: Demographic Geographic Psychographic Benefits Geodemographic Behavioral

3. Segmentation – Modern Family Life Cycle

4. Targeting - Evaluating the various segments and selecting the one(s) that promises the best ROMI Successful Targets Must (Be): Sizable Measurable Reachable Demonstrate Behavioral Variation

5. Positioning - Finding a way to fix your product in the minds of consumers Perceptual Mapping extreme conservative high price low price

6. Six Attributes of Sports Strength, speed vs. methodical, precise movements Athletes only as participants vs. athletes + recreational participants Skill emphasis on impact with object vs. skill emphasis on body movement Practice primarily alone vs. primarily with others A younger participant in the sport vs. wide age range of participants Less masculine vs. more masculine

7. Perceptual Map for Sports

8. CHAPTER 8 SPORTS PRODUCT CONCEPTS

9. CHAPTER 7 SEGMENTATION, TARGETING, AND POSITIONING

10. Segmentation - Grouping consumers together with common needs Segmentation Bases: Demographic Geographic Psychographic Benefits Geodemographic Behavioral

11. Segmentation – Modern Family Life Cycle

12. Targeting - Evaluating the various segments and selecting the one(s) that promises the best ROMI Successful Targets Must (Be): Sizable Measurable Reachable Demonstrate Behavioral Variation

13. Positioning - Finding a way to fix your product in the minds of consumers Perceptual Mapping extreme conservative high price low price

14. Six Attributes of Sports Strength, speed vs. methodical, precise movements Athletes only as participants vs. athletes + recreational participants Skill emphasis on impact with object vs. skill emphasis on body movement Practice primarily alone vs. primarily with others A younger participant in the sport vs. wide age range of participants Less masculine vs. more masculine

15. Perceptual Map for Sports

16. Sports Product Concepts Sports Product - Good, Service or Combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor.

17. Goods and Services as Sports Products (The Good/Service Continuum) Intangibility – cannot be seen, felt, tasted Inseparability – simultaneous production and consumption Heterogeneity – potential for high variability Perishability – cannot be inventoried or saved

18. Classification Of Sports Products Product Mix - All the different products and services a firm offers Product Line - Groups of individual products that are closely related in some way Product Item - Any specific version of a product that can be designated as a distinct offering

19. Product Characteristics Branding Product Design Product Quality Total Product

20. Branding Name,design, symbol, or any combination Broad purpose of branding is for a product to distinguish and differentiate itself from all other products Some great sports names include the Macon Whoopie, Louisiana Ice Gators

21. Brand Names What’s in a name? –Easy to say, generates positive feelings and associations –Translatable into a successful logo –Consistent with rest of product lines, city, or organization –Legally and ethically permissible

22. Branding Process Brand Awareness Brand Image Brand Equity Brand Loyalty

23. Model of Brand Equity

24. Licensing Contractual agreement whereby a company may use another company’s branding in exchange for a royalty or fee Booming business (e.g., NBA has 150 licenses) with $13.65 billion NFL (3.6) NBA (2.6) Colleges (2.0) MLB (1.9) NHL (1.2) CAPS (Coalition to Advance the Protection of Sports Logos)

25. Sports Product Quality Quality of Services Quality of Goods

26. Nature of Service Quality EXPECTED SERVICE LEVELS PERCEIVED SERVICE LEVELS

27. Expected Service Levels Service Promises (ads, price) Word-of-Mouth Past Experience

28. Perceived Service Levels - Service Quality Dimensions Tangibles – Physical facilities, appearance of personnel, equipment Reliability – Ability to perform the service dependably, accurately, consistently Responsiveness – Willingness to provide prompt service to customers Assurance – Trust, knowledge, and courtesy of employees Empathy – Caring, individualized attention to customers

29. Quality of Goods Dimensions Performance Features Conformity to Specifications Reliability Durability Serviceability Aesthetic Design

30. Product Design - Aesthetics, Style and Function of the Product RELATIONSHIP AMONG PRODUCT DESIGN, TECHNOLOGY, AND PRODUCT QUALITY Technological Environment Product Quality Product Design

31. CHAPTER 9 MANAGING SPORTS PRODUCTS

32. New Sports Products From the Perspective of the Organization New-to-the-World Products New Product Category Entries Product Line Extensions Product Improvements Repositionings

33. New Sports Products From the Perspective of the Consumer Discontinuous Innovations Dynamically Continuous Innovations Continuous Innovations

34. New Product Development Process Idea generation Screening Business analysis/Concept testing Development Test marketing Commercialization

35. New Product Screening Checklist General Characteristics of New Product/Service Profit potential Existing and potential competition Size of overall market Level of investment Level of risk

36. New Product Screening Checklist Marketing Characteristics of New Product/Service Fit with marketing capabilities Effect on existing products and services Appeal to current consumer markets Existence of differential advantage Impact on image Production Characteristics of New Product/Service Fit with production capabilities Ability to produce at competitive prices Availability of labor and material resources

37. Total Industry Sales Product Life Cycle INTROGROWTHMATURITYDECLINE TIME $$ Awareness Differentiate Maintain Eliminate or Extend

38. Selected Product Life Cycle Patterns

39. Diffusion of Innovations – Rate at which new sports products spread throughout the marketplace Factors influencing the rate of diffusion: New product characteristics Perceived newness of the innovation Nature of the communication network

40. Diffusion of Innovations Types of Adopters Innovators Early Adopters Early Majority Late Majority Laggards

41. Model of the Rate of Diffusion

42. CHAPTER 10 PROMOTION CONCEPTS

43. Promotional Concepts COMMUNICATION - Process of establishing a “oneness” between the sender and receiver PROMOTION MANAGEMENT - Focus on the promotional element of the marketing mix

44. Promotion Mix Elements Sales Promotions Public or Community Relations Sponsorship Personal Selling Advertising

45. Communications Process Source Receiver Decoding Medium Encoding Message Feedback Noise

46. Promotion Planning Target market considerations Promotional objectives Establishing promotional budgets Choosing an integrated promotional mix

47. Target Market Considerations Push strategy Pull strategy

48. Promotional Objectives - The Hierarchy of Effects Unawareness Awareness Knowledge Liking Preference Conviction Action

49. Promotional Budgets Arbitrary allocation Competitive parity Percentage of sales Objective and task method

50. Integrating the Promotional Mix Integrated Marketing Communications - Concept by which a sports organization carefully integrates and coordinates its many promotional mix elements to deliver a unified message about the organization and its products.

51. CHAPTER 11 PROMOTION MIX ELEMENTS

52. Building An Advertising Strategy MARKETING STRATEGY AD OBJECTIVES BUDGETING CREATIVE DECISIONS MEDIA STRATEGIES AD EVALUATION

53. Ad Objectives ( awareness, inform, change attitudes, purchase) INDIRECT OBJECTIVES - ENHANCE CORPORATE IMAGE DIRECT OBJECTIVES - STIMULATE DEMAND FOR THE SPORTS PRODUCT

54. Ad Budgeting ALL YOU CAN AFFORD COMPETITIVE PARITY PERCENTAGE OF SALES OBJECTIVE AND TASK

55. Creative Strategies IDENTIFYING THE BENEFITS OF THE SPORTS PRODUCT DESIGNING THE AD APPEAL DEVELOPING THE AD EXECUTION

56. Designing The Ad Appeal Health Appeals Emotional Appeals Fear Appeals Sex Appeals Pleasure or Fun Appeals

57. Designing The Ad Execution One- or Two-Sided Messages Comparative Message Slice-of-Life or Lifestyle Message Scientific Message Testimonials

58. Media Strategy SPECIFY THE MEDIA OBJECTIVES (REACH, FREQUENCY, CONTINUITY) SELECTING THE MEDIA VEHICLES

59. Personal Selling: The Strategic Selling Process Buying Influences Red Flags Response Modes Win-Results The Sales Funnel Ideal Customers

60. Sales Promotions Premiums Contests and Sweepstakes Sampling Point-of-Purchase Displays Coupons

61. Public Relations Publicity (news releases, press conferences) Participation in Community Events Producing Written Materials (press guides) Lobbying

62. CHAPTER 12 SPONSORSHIP PROGRAMS

63. Sponsorship Investing in a sports entity to support overall organizational objectives and marketing goals IEG estimates in North America $11.19 billion spent on sponsorship and of this $7.69 billion will be spent on sports Not unlike other forms of communication, sponsors must fight the clutter and find the perfect match

64. The Sponsorship Process SponsorshipO bjectives Sponsorship Budget Sponsorship Acquisition Implementing and Evaluating the Sponsorship

65. Sponsorship Objectives Direct –Sales Increases Indirect –Awareness –Competition (ambush marketing—planned effort to associate themselves with an event – I Love LA) –Reaching Target Markets (allows us to reach consumers where they live and play) –Relationship Building –Image Building

66. Sponsorship Budgeting Sample costs of sponsorship –Corporate Box at the United Center$220,000 –Title sponsor of Tot Trot $7500 –Official Supplier for MLB$10 million –Premier League sponsor$15 million Initial costs, but there is maintenance and leveraging

67. Sponsorship Acquisition Model

68. Sponsorship Acquisition 1) Determine Scope of the Sponsorship (sports event pyramid with global, international, national, regional, and local events) 2) Determine the athletic platform (entity and level of competition)

69. Sponsorship Implementation and Evaluation Number of mentions in popular media Media equivalencies Sales figures (pre and post) Attitude change (pre and post) Number of distributors (pre and post)

70. CHAPTER 13 DISTRIBUTION CONCEPTS

71. Distribution Concepts Ability of consumers to gain access to products in a timely and convenient fashion Moving product from producer to consumer via the various channels of distribution

72. Sports Distribution Issues Sports Retailing Stadium as “Place” Sports Media

73. Sports Retailing Mix Products Pricing Distribution Promotion

74. Retail Image/Store Personality Factors include (in general): –atmospherics –location –employees/sales personnel –clientele –merchandise assortment –promotional activities

75. Stadium as “Place” New Sports Venues Ticket Distribution Issues

76. Sports Media as Distribution Delivering the Sports Product to Consumers Via Media Rising Cost of Media Rights Media as a Portion of the Revenue Mix New Trends in Sports Media

77. CHAPTER 14 PRICING CONCEPTS

78. Pricing Concepts Price is a Statement of Value Value = Perceived Benefits Price of Sports Product Essence of pricing is the exchange process - An attempt to quantify the value of what is being exchanged

79. Internal and External Determinants of Pricing

80. RELATIONSHIP OF PRICE TO SOME OTHER MARKETING MIX ELEMENTS Related to product life cycle Communicates something about the product Promotion geared towards information about price Product lines with different prices attract different segments of consumers

81. Estimating Consumer Demand Consumer Tastes Availability of Substitute Sports Products Consumer Income

82. Price Elasticity of Demand

83. Consumer Pricing Evaluation Process

84. CHAPTER 15 PRICING STRATEGIES

85. Pricing Strategies Differential Pricing Strategies New Sports Product Pricing Strategies Psychological Pricing Strategies Product Mix Pricing Strategies Cost-Based Pricing Strategies

86. Differential Pricing Second Market Discounting

87. New Sports Product Pricing Penetration Pricing Price Skimming

88. Psychological Pricing Prestige Pricing Referent Pricing Odd-Even Pricing Traditional Pricing

89. Product-Mix Pricing Bundle Pricing Captive Pricing Two-Part Pricing

90. Cost-Based Pricing Cost-Plus Pricing Target Profit Pricing Break-Even Pricing

91. Price Adjustments Price Reductions and Price Increases Price Discounts

92. CHAPTER 16 IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS

93. Implementation Issues Communications Staffing and Skills Coordination Rewards Information Creativity Budgeting

94. Implementation Phase

95. Strategic Control Issues Planning Assumptions Control Process Control Contingency Control

96. Planning Assumptions Control “Are the premises or assumptions used to develop this marketing plan still valid?” Examine the external environmental factors and the sports industry factors

97. Process Control Monitoring Strategic Thrusts Milestone Review Financial Analysis

98. Contingency Control “How can we protect our marketing strategy from unexpected events or crises that could affect our ability to pursue the chosen strategic direction?” Developing a Crisis Plan