1. CHAPTER 12 DISCUSSION QUESTIONS
1) Define sport marketing.
2) What serve as road maps or game plans for an organization's
marketing activities?
3) What elements make up the marketing mix?
4) What is important because it creates in people's hearts & minds a
reference, a set of criteria or guidelines by which they will govern
themselves?
5) What are general summary statements of expected outcomes?
6) What are the specific activities that enable the sport marketer to obtain
the expected outcomes?
7) What are the 4 elements of a SWOT analysis?
8) Effective communication practices consist of what 4 key elements?
9) State the elements of the branding process & define each.
10) Marketers should consider what 4 factors when developing a pricing
strategy?

2. MARKETING
-THE ACTIVITY, SET OF INSTITUTIONS, & PROCESSES FOR CREATING,
COMMUNICATING, DELIVERING, & EXCHANGING OFFERINGS THAT
HAVE VALUE FOR CUSTOMERS, CLIENTS, PARTNERS, & SOCIETY AT
LARGE. (AMERICAN MARKETING ASSOCIATION)
-IT IS ABOUT FIGURING OUT WAYS TO DRUM UP SALES.
3 MAIN PURPOSES
1) BUILD AWARENESS.
2) BUILD ADOPTION.
3) BUILD LOYALTY.

3. BRAND LOYALTY
-A CUSTOMER’S COMMITMENT TO REPURCHASE A
COMPANY’S PRODUCT/SERVICE.
-ACQUIRING A NEW CUSTOMER COSTS 5X MORE THAN
KEEPING AN EXISTING CUSTOMER.
FACTORS INFLUENCING BRAND LOYALTY
1) PERCEIVED VALUE
2) BRAND TRUST
3) SATISFACTION

4. MARKETING CONCEPT
-ACHIEVING ORGANIZATIONAL GOALS DEPENDS ON KNOWING THE NEEDS &
WANTS OF OF TARGET MARKETS AND DELIVERING THE DESIRED
SATISFACTIONS.
TARGET MARKET
-”A GROUP OF CUSTOMERS WITH SIMILAR NEEDS THAT FORMS THE FOCUS
OF A COMPANY’S MARKETING EFFORTS.”
-IF YOU ATTEMPT TO REACH EVERYONE, YOU WILL END UP REACHING NO
ONE.
-MARKETING EFFORTS MUST BE PRECISELY FOCUSED ON THE GROUP(S) OF
EXISTING & PROSPECTIVE CUSTOMERS WHO ARE MOST LIKELY TO BUY
YOUR PRODUCTS/SERVICES.

5. DEMOGRAPHICS
-THE STATISTICAL CHARACTERISTICS OF HUMAN POPULATIONS USED TO
IDENTIFY MARKET SEGMENTS.
-AGE -INCOME
-SEX -EDUCATION
-RACE -EMPLOYMENT
PSYCHOGRAPHICS
-VARIABLES CLASSIFYING POPULATION GROUPS ACCORDING TO
PSYCHOLOGICAL VARIABLES.
-INTERESTS
-VALUES
-LIFESTYLE

7. MARKETING IS ALSO ABOUT THE ART OF PERSUASION

8. Yawning is a surprisingly powerful act. Just by reading the two yawns in
the previous two sentences--and the two additional yawns in this
sentence--a good number of you will probably yawn within the next few
minutes. Even as I'm writing this I've yawned twice. If you're reading this
in a public place, and you've just yawned, chances are that a good
proportion of everyone who saw you yawn is now yawning too, and a
good proportion of the people watching the people who watched you
yawn are now yawning as well, and on and on, in a ever-widening,
yawning circle.
Yawning is incredibly contagious. I made some of you reading this yawn
simply by writing the word "yawn". The people who yawned when they
saw you yawn, meanwhile, were infected by the sight of you yawning--
which is a second kind of contagion. They might even have yawned if
they only heard you yawn, because yawning is also aurally contagious: if
you play an audio-tape of a yawn to blind people, they'll yawn too. And
finally, if you yawned as you read this, did the thought cross your mind--
however unconsciously and fleetingly--that you might be tired? I suspect
that for some of you it did, which means that yawns can also be
emotionally contagious. Simply by writing the word, I can plant a feeling
in your mind.

9. -THE TRUE ESSENCE OF MARKETING IS PERSUASION.
-THE ABILITY TO PERSUADE THE CUSTOMER INTO:
1) PARTING WITH ONE OF THEIR MOST PRIZED
POSSESSIONS ($)
2) PURCHASING A PRODUCT/SERVICE THAT THEY MAY
NOT KNOW THEY WANT.
-MARKETING = SELLING & IF YOU CAN’T PERSUADE THEN
YOU CAN’T SELL.
2 KEYS TO PERSUASION
1) SHOES: WALK IN YOUR CUSTOMER’S SHOES
2) EYES: SEE THROUGH YOUR CUSTOMER’S EYES.

10. “THE PROCESS OF DESIGNING & IMPLEMENTING ACTIVITIES FOR THE
PRODUCTION, PRICING, PROMOTION, & DISTRIBUTION OF A SPORT
PRODUCT OR SPORT BUSINESS PRODUCT TO SATISFY THE NEEDS OR
DESIRES OF CONSUMERS & TO ACHIEVE THE COMPANY’S
OBJECTIVES.”
SPORT MARKETING

11. WHAT SERVE AS ROAD MAPS OR GAME PLANS FOR AN
ORGANIZATION’S MARKETING ACTIVITIES?
MARKETING PLAN
ESSENTIAL TO THE MARKETING SUCCESSOF SPORT ORGANIZATIONS
WHAT ELEMENTS MAKE UP THE MARKETING MIX?

12. PRODUCT
A TANGIBLE GOOD, A SERVICE, OR AN INTANGIBLE QUALITY THAT SATISFIES
CONSUMERS’ WANTS OR NEEDS
PRICE
THE VALUE OF THE PRODUCT & THE COSTS THAT THE CONSUMER MUST
ACCEPT TO OBTAIN THE PRODUCT
PLACE
THE DISTRIBUTION CHANNELS THAT ALLOW CONSUMERS TO ACCESS OR
OBTAIN THE PRODUCT
PROMOTION
THE INTEGRATED COMMUNICATION & PUBLIC RELATIONS ACTIVITIES THAT
COMMUNICATE, INFORM, & MOTIVATE CONSUMERS TO PURCHASE THE
PRODUCT

13. WHAT IS IMPORTANT BECAUSE IT CREATES IN PEOPLE’S HEARTS & MINDS A
SET OF CRITIERIA OR GUIDELINES BY WHICH THEY WILL GOVERN
THEMSELVES?
MISSION STATEMENT
ANSWERS 2 QUESTIONS
1) WHY DOES THE ORGANIZATION EXIST?
2) WHAT IS THE ORGANIZATION STRIVING TO ACHIEVE?

14. WHAT ARE GENERAL SUMMARY STATEMENTS OF EXPECTED
OUTCOMES?
GOALS
WHAT ARE THE SPECIFIC ACTIVITIES THAT ENABLE THE SPORT
MARKETER TO OBTAIN THE EXPECTED OUTCOMES?
OBJECTIVES

15. WHAT ARE THE 4 ELEMENTS OF A SWOT ANALYSIS?

16. EFFECTIVE COMMUNICATION PRACTICES CONSIST OF WHAT 4 KEY
ELEMENTS?
1) OPEN & HONEST COMMUNICATION WITH THE PUBLIC
2) IMAGES & MESSAGES THAT ARE SOCIALLY RESPONSIBLE
3) COOPERATION WITH THE PUBLIC & RESPONSE TO THEIR
INTERESTS
4) GOOD FAITH RELATIONSHIPS WITH THE PUBLIC