Download Objective 1.01 Acquire information about the Sport/Event Industry to

Objective 1.01
Acquire information about the Sport/Event Industry to Aid in
Making Career Choices
6 Explain Impact of SEM Industry on Communities
Positive Impacts
1Types of Business in SEM
A. Franchises
E.________________
C. _______________
B. _______________
D. Sporting goods
Negative Impacts
2 Provide Examples of Sports Available
A.
B.
C.
D.
E.
F.
Professional Teams
Examples: __________________________
Professional Individual Sports
Examples: __________________________
Collegiate/Scholastic Teams
Examples: __________________________
Venues: Coliseums, Arenas, Speedways
Examples: __________________________
Health Clubs
Examples: __________________________
Recreation
Examples: __________________________
__________________________
__________________________
__________________________
__________________________
__________________________
__________________________
Definition of venues:
3
Provide Examples of Entertainment Available
A.
Music
Examples: __________________________
B. Movies
Examples: __________________________
C. Theme Parks
Examples: __________________________
D. Radio
Examples: __________________________
E. Film
Examples: __________________________
F. Television
Examples: __________________________
G. Dramatic Arts
Examples: __________________________
__________________________
__________________________
__________________________
__________________________
__________________________
__________________________
__________________________
4 List the Factors Contributing to the Growth of SEM
A.
Increase of _______________in sports/entertainment
B.
Increase of _______________of sports/entertainment
C.
Increase in _______________ in sports/entertainment
D.
E.
Increase of _______________
Internationalization
REVIEW AND APPLICATIONS
In a complete paragraph, explain how a community can minimize the negative of hosting an event.
_______________________________________________________________________________
Objective 1.02 Understand sport/event marketing’s role and function in business to facilitate
economic exchanges with customers.
1 Define Sports Marketing
Definition:
2 Explain Sporting Events
A. _______________ an experience you can see, feel, and participate in.
B. _______________ Experience – Example: A football game you played or watched; you
will never play/watch that game again.
C. _______________ - make the game happen.
D. _______________ - where the game takes place. Example: Time Warner Cable Arena
4 Define Sports Products
Definition:
5 Sport Consumers – Who uses these sports products/services?
A. _______________Participants: walk in the woods, jogging, freedom from rules.
B. _______________Participants: have rules – NCAA, MLB, MBA, MMA (sanctioning
bodies).
C. _______________ are not paid to play, regulated on local, state, national level.
D. _______________are paid but follow strict rules by their governing body. It is their
occupation.
E. _______________: observers of the sporting event. As important as the athletes! Help
create excitement and enthusiasm.
F. _______________: businesses or organizations that pay to associate their names or
products with a sporting event. Example: NASCAR
6 Define Event Marketing
Definition
A. Events provide a unique experience and are _______________. Events are
_______________ and _______________ at the same time.
B. Types of events:

_______________- Conferences, seminars, trade shows, team building, theme
parties, VIP events, incentive travel.

_______________ - weddings, birthdays, family events, anniversaries.
7 Define Disposable Income
Definition:
A. _______________ to consumers with disposable income is VERY important in the SEM
Industry because the products associated are not _______________ to live.
B.
5 Understand the Trends in SEM
SEM goods and services are those people buy _______________ they buy their
_______________ (example: bills, groceries).
A. Organizational Control of Athletes
E. _______________
B. _______________
F. Better _______________
C. _______________
G. _______________
1.
How does marketing help the sports industry grow?
2.
What are some of the benefits of sports marketing?
3.
What are some benefits of event marketing?
D. Brand _______________
Objective 1.03 Acquire information about the SEM industry to aid in making career
choices.
1 Distinguish between Sports, Entertainment and Event Marketing
Sports Marketing:
Entertainment Marketing:
2 Identify Categories of Sport/Event Products
Categories
Sports Events
Athletes
Event Marketing:
2 Compare Sports and Event Marketing
Similarities
Differences
Venues
Non-sport events
Sporting goods
3 Explain why jobs in Sport/Event Marketing provide Career Potential
G. _______________of fields
H. _______________opportunities
I.
Good for many different _______________ and _______________
J. Growing _______________ in most _______________
K. People find sports or entertainment careers very _______________
4 Discuss Personal Traits needed for success in Sport/Event Marketing
•
Competitiveness
_______________ Skills
•
Positive _______________
_______________
•
Problem Solving
Time _______________
•
Detail _______________
Ability to Work under _______________
•
Leadership
_______________ Ability
•
_______________
_______________
•
Adaptability
5. Explain Training needed for careers in Sport/Event Marketing
•
Firm educational background
_______________
_______________
_______________
_______________
•
Volunteer _______________ and _______________
6. Describe Sport/Event Marketing Careers
A. Advertising:
B. Sales promotion:
C. Market research:
D. Merchandising:
E. Community relations:
F. Media relations:
G. Sponsorship manager:
H. Event planner:
I.
Hospitality manager:
J. Marketing director:
Objective 1.04 Employ product mix strategies to meet customer expectations.
1 Explain Product/Service Management
Definition:
Concepts and procedures necessary to _______________, develop, maintain, and
_______________a product or service mix in response to market opportunities.
Product: The _____________ and _____________a business will offer to its customers
A. _______________of product: Will the business offer a variety of products?
B. _______________: Does the packaging protect the product and provide necessary information about
the product?
C. Level of _______________: What level of quality will the business ensure?
D. _______________name: What brand name products will the business offer?
E. _______________: Will the business offer a warranty to its customers to ensure satisfaction
Licensed
Merchandise
Sports Media
Sport Services
Products
Ones in which we _______________
Ones we just _______________ or _______________, either in
person or on TV, radio or the internet
1. Ones that _______________ their _______________ from the
performance on the field (Professionals)
2. Ones that are considered _______________ and perform for their
own _______________
1. Ones that _______________ only _______________ sports team
2. Ones that host _______________ sports teams
1. Concerts
2. _______________
3. _______________
1. _______________
2. _______________
3. Trinkets and Trash
1. _______________ (____________ goods) – team and player specific
2. _______________ goods – equipment, toys, etc.
1. _______________ – Broadcast media
2. Newspaper/magazine – ________________
3. _______________ – News, Info & Social Media
1. _______________/camps
2. _______________-goods services
3. _______________-goods services
1.
2.
4.Explain Branding
A. Branding: The overall _______________ consumers get from it’s_______________ name,
design or symbol.
Characteristics of a good brand
1) Easy to _______________
3)
Easily recognizable symbols
2) Stick out from _______________
4)It’s own _______________
Brand Image: Your _______________ of a brand based on _______________ knowledge

Brand image is a product's "_______________."

A product’s _______________- Wrigley Field's reputation as a great sport/event venue
is its image or personality.
C. Brand Loyalty: Having consistent _______________ of a product
D. Brand _______________: Getting the public to know your _______________ and typically
one of the _______________ step in marketing a new product

Cannot have Brand Loyalty or Brand Image without Brand Awareness

The team name, mascot, and logo are important _______________ that a sport/event
organization uses to _______________ and maintain Brand Awareness
5. Identify Unique Characteristics of Sport/Event Products
B.
Outcome of sports/events cannot be controlled, marketers focus on the elements of the
product they can control, such as prices and promotions.
A. Quality of Product

_______________—how well does this product do what it’s supposed to do?

_______________—will this product be easy to fix if something goes wrong?

_______________—what are the additional benefits of this product

_______________—how long will this product last?

_______________—will this product perform consistently?

_______________—do I like the way this product looks and feels?
B.
Quality of Service

_______________—can I depend on the service provider?

_______________—how do the venue, equipment, and personnel look?

_______________—are the employees courteous and trustworthy?

_______________—are the employees helpful and prompt?

_______________—how much individual attention will I receive from the service provider?
C.
D.
_______________:Close
link between the product and the provider
ghdf
_______________: Many sport/event products have a high degree of _______________. If they’re
not consumed _______________, they will be gone forever such as Games or_______________
Consistency
•
_______________:the quality of a product’s _______________ is impossible to guarantee
over a period of time such as Panthers (Superbowl, Most loses in a season)

_______________:the quality of a product’s performances is possible to _______________
over a period of time such as Nike Jordan's
E.
6. List the Elements of the Sports Product
A
Games
B
Events
C
_______________
D
E
Organization
_______________
F
Equipment/clothing
G
Branding - _______________, Image and _______________
A combination of goods and services
•
can rarely be treated as either ____________ goods or _____________ services
•
Most sport/event products have a _______________ nature that ______________ elements
of both types of products
REVIEW QUESTIONS
1. Do you think quality is reflected by high prices? Why or why not?
2. What type of warranty can be offered to a customer purchasing a ticket for an Atlanta Braves baseball
game?
3. Should customers the same standard of quality from products as they do from services?
Objective 1.05: Acquire product knowledge to communicate product benefits and to ensure
appropriateness of product for the customer
1 Determine sport/event features and benefits
Feature:
• Describes an __________ __________ of a product or service
Benefit:
• Describes how a product or service will directly offer a user a __________________
• Answers the question “ _________ ___ ___ ______ ____?”
• For every feature, there should be a _____________ ___________ for a consumer
2 Define different types of benefits
Obvious Benefits:

Easy to _________________

Example: _________________
Unique Benefits:

_______________ to the product or service

Example: ________________
Hidden Benefits:

Implied but not ________________

Example: _____________________
Define Feature-Benefit Selling:
3 Identify sources of feature/benefit information
•
Market – Includes the group of all potential ________________ who share common needs
and wants, and have the ________ and willingness to buy the ______________
•
Target Market - Includes the group of ___________that a company desires to have as
_____________________
4 Identify 5 sources of feature/benefit information:
5 Distinguish between features and benefits for services versus those for goods
•
Services: Example: _________________
–
Features: ____________________________________________________
–
Benefits: _____________________________________________________
•
Goods: Example: _________________
–
Features: ____________________________________________________
–
Benefits: _____________________________________________________
6.Describe how to prepare a feature-benefit chart for a product

Identify each _________________

Align each feature with _______________________
a. Each feature has at least one ___________ to the customer
b. Is your benefit ______________, ___________ or ______________
c. Keep in mind your _______________ __________________
Describe factors that motivate people to participate in/attend sport/events
7 The importance of understanding why people participate or attend
•
__________________ your market – identify what your consumers want or need
•
Creates a ________________ ______________ for product
•
Makes _______________ successful
8 Marketing Motivators: What are some motivators for people to participate in or attend a sports
or entertainment event?

__________________

Entertainment

Social

___________________
9 List 5 Ways to Identify Market Motivators
____________________
______________________
____________________
______________________
____________________
10 List 5 ways that salespeople can use sport/event motivators to sell products
____________________
______________________
____________________
______________________
____________________