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1.03 – 1.04 – 1.05 Acquire Information about the Sport/Event Industry to Aid in Making Career Choices Employ Product Mix Strategies to Meet Customer Expectations Acquire Product Knowledge to Communicate Benefits

LICENSING ACTIVITIES • The merchandising activity involves responsibility for a sport organization's licensing activities. • Public relations/community relations are activities that involve working with the media and the public. • The sales department handles all advertising and ticket sales. All are marketing activities, and while sales somewhat relates to merchandising, the sales staff is not responsible for licensing.

MEDIA RELATIONS • The media relations activity involves writing pressreleasesand organizing news conferences for a sport organization. • The promotions activity involves planning all advertising/sales promotions. Advertising designs and selects all advertising materials, while the community relations activity develops and coordinates all community activities. • All are marketing activities, but media relations is the activity that deals directly with the press.

TV COMMERCIALS • This would be your responsibility in advertising. Certain big ticket items would qualify to be advertised on TV. • Researching the target audience is a market research and development activity. . • Taking ticket orders is a ticket management activity.

SPONSORSHIP MANAGEMENT • A person responsible for matching up corporations with events that reach their target market has a career in sponsorship management. • Promotions, hospitality, and advertising sales are all event marketing activities, but they do NOTdeal directly with sponsorships.

SPORTS MEDIA • The broadcast of a baseball game on the radio is a sport media product. • Sporting goods are equipment and apparel essential to the sport event itself. • A non-sport event is any event that does NOTinvolve sports, such as a play, a festival, or a parade.

INCONSISTENT EVENT • The basketball team is an inconsistent, rather than a consistent, sport/event product because the quality of its performances is impossible to guarantee over a period of time, such as game to game or year to year.

COMBINATION OF GOODS AND SERVICES • One of the most important things to remember about sport/event products is they can rarely be treated as either pure goods or pure services. • Most sport/event products have a multifaceted nature that combines elements of both types of products.

BRAND IMAGE • Brand image is a product's "personality." Wrigley Field's reputation as a great sport/event venue is its image or personality. • To achieve brand image, Wrigley Field has already established brand awareness. Although Wrigley Field is a sport/event product with brand loyalty and quality, its reputation is what we call brand image.

SIGNIFICANT OTHERS • A strong motivator for many people to attend sports events is their interaction with significant others, such as family members, coaches, or peers. Childhood memories of attending games with parents can motivate one to take his own family to games.

AFFORDABLE EVENTS • Tickets for arena football games often cost less than $15, which makes attending a game very affordable, even for a family. On the other hand, professional and college football tickets cost upwards of $50 or more. • Arena football is typically not broadcast on prime-time network television because of the expense involved.

ENTERTAINMENT • There are many reasons why fans attend sporting events, and a primary factor is the entertainment value. • Competitive events such as football games excite fans because they don't know the outcome until the game is over, which adds to the entertaining nature of the event.

REVIEW

44. Which of the following marketing activities involves responsibility for a sport organization's licensing activities: • A. Community relations • B. Public relations • C. Sales • D. Merchandising

45. Which of the following marketing activities involves writing press releases and organizing news conferences for a sport organization: • A. Promotions • B. Advertising • C. Media relations • D. Community relations

46. You are marketing the premiere of a new Lexus model, which will be revealed at a car show in Detroit. You're in charge of advertising. Which of the following would be your responsibility: • A. Researching the target audience • B. Conducting test drives • C. Taking ticket orders • D. Buying commercial time on television

47. A person responsible for matching up corporations with events that reach their target market has a career in • A. sponsorship management. • B. sales promotion • C. hospitality. • D. advertising sales.

54. A baseball game broadcast on the radio is an example of: • A. a non-sport event. • B. owned-goods service. • C. a sporting good • D. sport media.

55. Your high-school's basketball team went to the state championship game last year, but didn't even make the play-offs this year. This is an example of a(n) __________ sport/event product • A. inconsistent • B . perishable • C. tangible • D. consistent

56. Most sport/event products are classified as • A. pure goods. • B. pure services. • C. a combination of goods and services. • D. a combination of rented and owned-goods services.

57. Over the years, Wrigley Field has earned a reputation as one of the best places to watch a MLB game. This is called brand • A. awareness. • B. image • C. quality. • D. loyalty.

94. Mark enjoys taking his family to pro. baseball games because of memories he has of his dad taking him. What factor motivates Mark to attend sports events with his family? • A. Cultural norms and values • B. Class and gender relations • C. Popular athletes • D. Significant others

95. One of the primary reasons that people are motivated to attend arena football games is the: • A. instant-replay feature. • B. affordable ticket prices. • C. low scores • D. prime-time network TV exposure

96. Because the outcome of a match is uncertain, many fans attending a sporting event are motivated by the game’s __________ value: • A. Financial • B. Entertainment • C. Economic • D. Physical

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