SC SPTE 380 - Final Exam Study Guide (47 pages)

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Final Exam Study Guide



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Final Exam Study Guide

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Final Exam covers chapters 1-14


Pages:
47
Type:
Study Guide
School:
University Of South Carolina-Columbia
Course:
Spte 380 - Sport&entertainmt Mrktng
Edition:
1

Unformatted text preview:

SPTE 380 1st Edition Final Exam Chapters 1 14 Chapter 1 the Special Nature of Sport Marketing Objectives 1 To understand the market forces that create the need for enlightened marketing strategies in the sport industry 2 To understand marketing myopia and other obstacles to successful marketing strategy 3 To recognize the components of the sport product and the sport industry 4 To recognize factors that demand a different approach to the marketing of sport Key Ingredients of a Successful Sport Branding Effort Stickiness of an idea How does brand capture fans imagination Reach of brand How far does influence of brand extend Social identity Do different segments of the population relate to the brand in a personal way Media interest Are members of the media captivated in some way by the influence of a brand Monetization and marketing metrics Can marketers put a number on brand s value or success Global Marketing Strategy o Growth of North American professional sport leagues is a global phenomenon o Building sport participation has been a key tool in marketing sport brands on the international stage Ex David Stern and his marketing in the NBA Weathering Recessions o Sport marketing has been affected by prevailing economic conditions o Recessions have a major effect on sport brands The 1990s saw fans decrease identity with major league sports Sport venue construction decreased during the 1990s Significant MLB attendance drops occurred in 2002 and 2009 Several major corporate sponsors reduced spending in the early 2000s Competitive Marketplace o Leisure spending on spectator sports has decreased in the United States o Expansion of sport entertainment and participation options creates greater marketplace competition 1 o Maintaining market share can be difficult for sport products o Popularity of some sports such as action sports is plateauing or declining Media Challenges o The way that fans consume sport has evolved considerably particularly with the explosion of new



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