1.03 – 1.04 – 1.05 Acquire Information about the

Transcript:1.03 – 1.04 – 1.05 Acquire Information about the:
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 press releases and 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 NOT deal 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 NOT involve 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,