1 / 19

Sports and Entertainment Marketing 1

Sports and Entertainment Marketing 1. Objective 4.07. Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have below-market stock value. unallocated resources. limited capacity. few distribution intermediaries.

rederr
Télécharger la présentation

Sports and Entertainment Marketing 1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Sports and Entertainment Marketing 1 Objective 4.07

  2. Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have • below-market stock value. • unallocated resources. • limited capacity. • few distribution intermediaries.

  3. C. limited capacity.

  4. Wintergreen Ski Area knows that the area will be most successful if it bases its pricing structure o • costs associated with renovations • what the market will bear. • total cost of the experience • inelastic demand for skiing.

  5. B. what the market will bear.

  6. The additional cost of paying for parking and buying refreshments and programs is part of the overall __________ of attending a concert. • benefit • price • Goal • goal

  7. B. price

  8. In sports and entertainment marketing, the concept of price includes not only the cost of a ticket to an event but also the • value of the overall experience. • quality of the media advertising • elements of the marketing plan. • location of the facility.

  9. A. value of the overall experience

  10. Which of the following is a tangible benefit of purchasing a surfboard: • It is the most popular brand on the market. • It gives you the opportunity to join a surfing club. • It allows you to spend time with your friends at the beach. • It has a wrist strap to keep it connected to you in the water

  11. D. It has a wrist strap to keep it connected to you in the water

  12. Which of the following is a company-focused pricing objective for sport/event products: • Offering the most discounts to customers • Offering the lowest prices • Enhancing image • Achieving a price customers feel is "fair"

  13. C. Enhancing image

  14. Why might a sport/event organization price entry fees for a marathon below the normal rate? • To establish their event as "luxury" • To encourage maximum participation • To create profits • To meet competitors' prices

  15. B. To encourage maximum participation

  16. When prices go up or down, the change can affect how much of the sport/event product customers purchase. This is the general principle of • elasticity. • market segmentation • smoothing. • "total cost."

  17. A. elasticity

  18. Which pricing strategy sets prices lower than those of the competition? • Smoothing • Stretching • Penetration • Skimming

  19. C. Penetration

More Related