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SC SPTE 380 - Exam 2 Study Guide

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Chapter 8 Sales and ServiceChapter 9 Sponsorship, Corporate Partnerships and the Role of ActivationChapter 10 Promotion and Paid MediaSPTE 380 1st EditionExam 2 Study Guide: Chapters 8-10Chapter 8 Sales and ServiceObjectives- To define what sales is and what sales is not- To provide an overview of the various sales methodologies used in sport business- To analyze pricing techniques and strategies as they relate to the sport industry- To examine the influence and role of the secondary market in sport sales- To explore the concepts of yield management and lifetime value- To show the importance and influence of retention and service activities as they relate to thesales processSales- The revenue-producing element of the marketing process- The process of moving goods and services from the product producers into the hands of those who will benefit most from their use- Involves the application of persuasive skills- May be supported by print, audio, or video messages designed to promote the product or itsbrand as essential, the best, or desirableFactors That Cause Customers to Perform or Fail to Perform- Quality- Quantity- Time- CostTraits of a Good Salesperson- Belief in the product- Belief in yourself- Seeing many people (sales call volume)- Timing- Listening to the customer (but realizing that what the customer wants is not necessarily what she is telling you)- A sense of humor- Knocking on old doors- Asking everyone to buy- Following up after the sale with the same aggressiveness you demonstrated before the sale- Common senseWhat Is a Good Sales-Oriented Organizational Structure?- The reporting structure in an organization- The relationships between departments that are integral in the sales process- The organizational style or philosophy with regard to producing support materials used in the sales process- The sales developmental process within the department- Determining the composition of the sales force and the compensation mix for the sales stafDeveloping and Managing a Sales Department- Properly train the sales staf.- The sales staf must have the resources they need to accomplish the established goals.- Identify the strengths and weaknesses of the sales team or its individual members.- Complement the various personalities and styles of individual members to benefit the team as a whole.- Initiate an attractive incentive structure to motivate the salesperson to achieve his or her individual goals.What Do Sport Teams Sell?- Naming rights- Electronic inventory- Signage inventory- Print inventory- Assets related to ticket sales- Tickets and hospitality inventory- Promotions inventory- Community programs- MiscellaneousDirect Data-Based Sport Marketing and Sales- Database marketing involves the collection of information about past consumers, current consumers, and potential consumers (see chapter 4).- Sources for ticket database leads include the following:o Current season-ticket holderso Co-account holders (share season tickets)o Corporateo Partial-plan holderso Groupso Advance-ticket purchaserso Phone saleso Outlet ticket saleso Day-of-game walk-upo Sweepstakes or contest entrieso Electronic media opt-ins - Sport organizations should attempt to collect contact data from every customer who touchesthe product.- Sport marketers must manage the database and should test or measure the responsiveness of customers to certain database sales strategies.o Lead scoringMost Commonly Used Sales Strategies- Telemarketing- Direct mail - Personal sellingApplying the Telemarketing Process- Precall planning - Approach and positioning - Data gathering - Solution generation - Solution presentation - Close - Wrap-upCharacteristics of Direct MailDirect mail is targeted.- It is personal.- It is measurable.- It is testable.- It is flexible.Developing the Direct-Mail Ofer- Diferentiating the product to be ofered from other products ofered- Ofering options or variations of the product to fit the price considerations and abilities of the marketplace- Providing an attractive range of benefits or exclusivity- Using discounts, sales, refunds, coupons, premium items, and other incentives to enhance the perceived value of the ofer- Ofering flexible payment or deferred payment terms- Ofering a money-back guarantee E-Mail Marketing- Many of the principles of direct-mail marketing can be applied to e-mail marketing.- E-mail and mobile marketing can be precisely targeted and can show great ROI if used well. Direct Mail Can Be More Than an Ofer- Good sport marketers use direct-mail marketing for more than soliciting product.- They also use it to enhance the relationship with consumers:o Regular method of communication to keep the customer informed o Soliciting input, opinions, and feedback through questionnaires, surveys, and chat roomso Showing accountability and expanding the knowledge of the consumer with an annual reporto Thank-you correspondence o Delivering invitations to special events and opportunities Personal Selling- “Face-to-face selling is the art of convincing, the use of learnable techniques to close a transaction, and the application of basic rules to show a prospect or customer that you have something he or she needs.” (Breighner, 1995)- Rules for efective personal selling include the following:o Use data-based marketing.o Let it be known that you are in sales and what you are selling.o Overcome objections and perceived barriers.o Manage the conversation by being an efective listener.o Employ consultative selling.o Build around strengths of product and service.o Match the consumer with the appropriate product.o Follow up. - Data-based marketing- Relationship marketingo Goal is to create a long-term and sustained relationship with the customer.- Benefit sellingo Create new benefits to ofset existing perceptions or assumed negatives related to the sport product or service.o Ofer flex plans.- Personal selling can be most efective when coupled witho sampling,o trial usage, and o open houses.Innovative Selling Strategies- Education can sell the fan base.- Remember your packaging.- Remember that fun is good.- Couponing is not just for groceries and fast food.- Remember the profitability and efect of group sales.Pricing- Price is a critical element in the marketing mix for a number of reasons. o Prices can be readily changed.o In certain market conditions, price is one of the most efective tools.o Price is highly visible.o Price is never far from the consumer’s mind.Value- Value is the


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SC SPTE 380 - Exam 2 Study Guide

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