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Unit 4

TermDefinition
Customers The actual or prospective purchaser of products or services
Consumers The ultimate user or consumer of goods, ideas, and services
Sports Marketing The application of marketing to sports products and non-sports products through association with sports
Marketing Campaign A specific, defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods
Emotional appeal This attempts to make the consumer "feel" a certain way towards the product
Medium The channel used to transmit the message
Licensing A sports marketer contracts with other companies to use a brand trademark for a royalty fee
Sponsorship The right to associate name or product with event, team, league, or individual participant. Objective: Short-term = sales. Long-term = brand awareness, etc. Ie: NASCAR
Sports Event Pyramid KNOW EXAMPLES…Global Events (Olympics), International Events (EU Soccer), National Events (SuperBowl), Regional Events (Boston Marathon), Local Events (PGH Great Race)
Athletic Platform Specific Athletes, Teams, Sports/Leagues, Specific Event
Created by: 2000058166
Popular Marketing sets

 

 



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