Chapter 3. Sport Management. Marketing Principles

According to Kotler (2003), the marketer's job boils down to one action

• creating demand

• advertising

• pricing

• maximizing revenues

The group of consumers to whom a product is marketed is the

• demographic

• target market

• sports fan

• audience

The first company to capitalize on the term official with regard to a professional sport product was

• Wilson

• Diamond

• Rawlings

• Spalding

By turning a parking garage in proximity to the 1996 Atlanta Olympic Village into a mini-Nike Town, Nike was engaged in

• ambush marketing

• sponsorship

• athlete endorsements

• target marketing

When working for the Golden State Warriors, Matt Levine developed an "audience audit" which advanced the practices of

• sponsorship awareness

• sport marketing research

• sport sales

• sport accounting practices

The controllable variables the company puts together to satisfy a target group are referred to as the

• marketing mix

• product orientation

• promotional mix

• target market

Identifying subgroups of the overall marketplace based on factors such as age or income level is considered

• target marketing

• clustering

• segmentation

• strategic positioning

Sports marketers define _______________ as the personal commitment and emotional involvement customers have with a sport organization

• the winner's curse

• target marketing

• customer promotion

• fan identification

Customer retention activities demonstrating care and concern for the customer following a purchase is considered by marketers as

• relationship marketing

• aftermarketing

• target marketing

• telemarketing

All of the following are key skills necessary to succeed in the marketing department of a professional sports team except

• oral communication

• written communication

• in-game team strategy

• sales abilities