SPTE 380: Study Guide
118 Cards in this Set
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primary goal of intellectual property law
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reward invention, ingenuity, and creativity to maintain an open and competitive marketplace
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what are the three areas that make up intellectual property law?
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trademarks, copyrights, patents
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licensing
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the owner of the rights may grant permission for its use for a fee
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When is someone infringing on the rights of the intellectual property owner?
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when another does not have permission or licensed rights to use the copyright, trademark, or patent
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trademark
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word, name, symbol, or device used by a person to distinguish its goods from others
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trademarks serve to indentify the ___.
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source or origin
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trademarks protect consumers from __.
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confusion or deception
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trademarks designate a ___.
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consistent level of quality
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trademarks represent ____. of the owner's products or services.
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goodwill
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trademarks signify a substation ___.
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advertising investment
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five purposes of trademarks
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indentify source, protect consumers, designate consistent level of quality, represent goodwill, signify substantial advertising investment
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copyrights
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protect written works, music, pictures, or graphic designs and audiovisual works
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examples of audiovisual works
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broadcasts of sporting events
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Copyright of 1976
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protects original works appearing in any tangible medium of expression
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Digital Millenium Copyright Act
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provides copyright laws regarding digital creations and the Internet
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copyright infringement
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occurs when someone makes unauthorized use of copyrighted work
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Are broadcast and cable television transmissions of sporting events covered by copyright law?
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Yes
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Are events, games, or statistics covered by copyright law?
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Not necessarily
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patents
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may be granted to anyone who invents/discovers any new composition of matter or useful improvement
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When can a patent NOT be granted?
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for a mere idea without the actual invention of detailed description
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Sport marketers must be aware that commercial communication can be restricted by ___.
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federal laws
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When can the state restrict speech?
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when they have an interest in the speech and the speech advances that interest
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ambush marketing
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a company capitalizes on goodwill of an event to imply an official association with that event
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The ______ the event is, the more often ambush marketing arises.
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larger and more
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forms of ambush marketing in sport
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use of generic phrases, purchase of advertising time within the event broadcast, presence around venue, conduction consumer promos, offering congratulatory messages
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right of privacy
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protects against intrusion on a person's seclusion, misappropriation of a persons name, unreasonable publicity, and placing a person in a false light
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right of publicity
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prevents unauthorized commercial use of a persons name, likeness, or other recognizable aspects of his or her persona
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What is the problem with court cases involving the right of publicity and invasion of privacy?
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legal lines continue to be blurred
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Contractual legal issues emerging related to team fans and their purchase of season tickets
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teams suing their own season-ticket holders for failure to pay, ticket holders suing teams for requiring PSL or changing policies about seat location
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PSL
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personal seat licensing
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Two implications sport marketers must consider in contractual issues involving consumers
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legal and public relations
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Popular sport marketing promotional tactics
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sweepstakes, contests, and lotteries
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elements related to promotional tactics that must be legally considered
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prize, chance, and consideration
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emerging issues at the intersection of sport marketing and law
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athletes' use of social media, athletes' trademarking of names and slogans, using student-athletes' likenesses in video games
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what is used to evaluate the cross-effect of the 5 p's
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cross-effect matrix
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Effect of product and price is more accurately __.
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the effect of price on product
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how does price effect the other p's?
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visible and readily communicated, influences perception of quality and value, directly affects the product image
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More often than not, ______ in their minds as they consider purchasing a sport product.
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consumers are balancing product and price
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The perceptions of the place in which an event occurs
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facility image
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big-league products demand ___.
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big-league places
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What aspects of promotions do products define?
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appropriate formats and media
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Sport marketers must use the right ___ for the right ___.
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promotional medium; product
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Do sport marketers have control over media's message?
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No
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What significantly affects a product's image in the public?
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athlete endorsers
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two major effects of price and place
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consumers expect to pay higher prices for better facilities, consumers tend to pay for convenience
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The price of a product dictates__.
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the media for advertising the prduct
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How does price dictate promotion?
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price determines profit margin which determines promotional budget, price reflects target market
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cost-plus pricing
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adding together direct material, direct labor, and overhead costs to determine market price
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market-based pricing
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price based on consumers expectations
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Should public relations be incorporated into pricing strategies? Why or why not?
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Yes, to help consumers understand sport marketing decisions
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How can sport marketers use place to promote?
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promote stadium as place to be, use new facilities to have high attendance, promote old facility as uphill battle, promote special aspects of the venue
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How can place effect public relations?
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new seat configurations must be handled with care for franchise image, proactive public relations prior to event is an effective strategy to keep public informed and positive
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Public relations image can ____ promotional efforts
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negate
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What is the best way to ensure effective marketing
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control all parts of the marketing effort with a marketing control plan
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Effective marketing control systems
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mission statement in light of current position and desired position, organizational structure marshals resources to meet objectives, implement employee performance standards, methods put in place to adjust strategy, strucutre, and personnel based on performance
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Functional areas within a sport organization that must work together to market the product effectively
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marketing, PR, sales, development/fund-raising, market research
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What happens when too few employees perform the functional areas?
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lack of functional specialization --> lack of expertise, emphasis turns to operations rather than planning
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Organizational goals should establish __ marketing objectives.
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specific
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Benchmarks readily available to help sport organizations gage marketing effectiveness
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TMR's fan cost index, web visitor statistics, annual survey results reported by industry publications
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First step to enhancing staff performance
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Cooperatively set performance goals and objectives
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Second step to enhancing staff performance
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regularly evaluate progress
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Third step to enhancing staff performance
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establish a plan to improve or correct areas of weakness
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Fourth/final step to enhancing staff performance
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annually develop new goals that build on past experience
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Portability of sport viewership will provide connectivity and on-demand information
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sport marketing prediction for 2012
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Sport facilities in Europe and Asia will become more Americanized
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sport marketing prediction for 2012
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Small-market baseball owners will pressure MLB to improve lack of competitiveness
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sport marketing prediction for 2012
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Corporate sponsor names and logos will appear on uniforms in a U.S. professional league
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sport marketing prediction for 2012
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Collegiate athletics programs at most major universities will add ticket sales departments
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sport marketing prediction for 2012
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Women's professional sport leagues will show little real growth
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sport marketing prediction for 2012
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Cell phones will become the ticket and credit cards will be accepted at sport benues and continue to be sources of interactive marketing and participation opportunities
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sport marketing prediction for 2012
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at least on more major U.S. sport league besides the NFL will hold its championship game at a neutral site and more all-star games will be located in major entertainment and tourism destinations
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sport marketing prediction for 2012
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availability of national media outlets and lure of quick cash infusions will begin to have a noticeable effect on good high school athletic programs, and will schedule athletics contests on a tional scale and "rent" athletes for one-or two-year terms to become attractions
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sport marketing prediction for 2012
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Corporate sponsorship names and logos will appear on game uniforms
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sport marketing prediction for 2020
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The big four professional leagues in the U.S. will become the big five (MLS)
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sport marketing prediction for 2020
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Business success of the four-team playoff for the national championship in college football will result in another round of conversation to expand the playoff
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sport marketing prediction for 2020
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the success of the secondary market will force teams to reconsider the definition of the term season ticket, leading to the demise of the original season ticket concept
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sport marketing prediction for 2020
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emphasis on game-day experience at venues will undergo a major transformation based on technology and emotional connectivity and benefits to the attendee
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sport marketing prediction for 2020
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football will see little if any measurable decline in the next seven years
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sport marketing prediction for 2020
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corporate partnership opportunities and benefits will extend to a corporate partner family including other businesses as well as consumer bases of those businesses
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sport marketing prediction for 2020
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fan involvement in decision making will increase regarding how the sport is played, packaged, or presented
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sport marketing prediction for 2020
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globalization in competition and broadcasting will continue to increase at a high rate
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sport marketing prediction for 2020
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Sport media will look similar to its current form due to contracts
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Abe Madkour, Sports Business Journal
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more immediate click,purchase, and delivery of sport products will occur
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Abe Madkour, Sports Business Journal
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Globalization of U.S. major leagues will continue.
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Abe Madkour, Sports Business Journal
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College football playoff will be incredibly popular and large NCAA schools will form a fourth division
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Abe Madkour, Sports Business Journal
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Sport organizations will become more involved in real estate
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Abe Madkour, Sports Business Journal
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Managing sponsor partnerships will become extremely complex
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Susan Schroeder, NBA
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Innovation within sponsorship delivery will increase at a frantic pace specifically with sponsors and properties trying to integrate new technology
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Susan Schroeder, NBA
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All sport orgz will emphasize recruiting, training, and motivating strong relationship managers
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Susan Schroeder, NBA
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Sport marketers will place greater emphasis on the social and ethical aspects of sport
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Luca Petruzzellis, Italy
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Sport fans will become more disengaged.
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Luca Petruzzellis, Italy
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Properties will develop new platforms to interact with consumers and will listen better
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Alan Seymour, England
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Sport will continue to link the global marketplace
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Alan Seymour, England
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Expanded use of mobile devices will allow fans to order concessions from their seat and see customized replays
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Tom Hoof, Tampa Bay Rays
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MLB will add replay, incorporating use of mobile devices.
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Tom Hoof, Tampa Bay Rays
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MLB will expand
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Tom Hoof, Tampa Bay Rays
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MLB teams will develop broadcast deals with technology firms like Google and Netflix
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Tom Hoof, Tampa Bay Rays
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Mobile content will expand, including live NBA streaming
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Eric Woolworth, Miami Heat
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Consumer ticketing and financial transactions will take place on mobile platforms
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Eric Woolworth, Miami Heat
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Consumers' in-venue spending will be tracked more effectively
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Eric Woolworth, Miami Heat
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Change will occur in the governance structure of college athletics
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Hunter Lochmann, UMichigan
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Payments to student athletes will dramatically affect athletics departments
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Hunter Lochmann, UMichigan
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Colleges will improve the in-game experience for fans
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Hunter Lochmann, UMichigan
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U.S. major leagues will have greater global presence through divisions in Europe and Latin America
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Mike Boykin, GMR Marketing
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Concussion research will force change in competition rules and equipment for contact sports
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Mike Boykin, GMR Marketing
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College football playoffs will expand the field, resulting in lucrative media rights deals
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Mike Boykin, GMR Marketing
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The U.S. will host a summer Olympic Games
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Mike Boykin, GMR Marketing
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Professional leagues will include fewer family-owned franchises and more younger owners
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Mike Boykin, GMR Marketing
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Women's professional tennis will have a greater footprint in the Asia-Pacific region, India, and Latin and South America
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Stacy Allaster, Women's Tennis Assosication
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Women's tennis will feature more events, more mixed-gender events, and greater prize money
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Stacey Allaster, Women's Tennis Association
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Cross-platform media consumption will increase and greater interactivity will occur between fans, events, and players
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Stacey Allaster, Women's Tennis Association
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Teams will rely less on team success and more on innovative marketing to draw attendance
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Giorgio Gandolfi, GG Sport Marketing Italy
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Grassroots participation in basketball will increase
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Giorgio Gandolfi, GG Sport Marketing Italy
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Consumer spending will shift from spectator sports to participation sports
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Ward Bullard, Google
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Proprerties will invest in technology to allow them to know more about their consumers
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Ward Bullard, Google
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In-game experience will mimic the at-home experience with customized concessions order and viewer controlled media in sport venues
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Ward Bullard, Google
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Consumers will be less concerned about the on-field product and more about overall entertainment value, spend less time and money on inferior quality sport products
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Ward Bullard, Google
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Second step to enhancing staff performance
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regularly evaluate progress
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