Questions and Answers of Marketing Strategy

What is meant by encoding? Who is responsible for encoding sports marketing messages?
Discuss the various message characteristics. What are the simple techniques used to create more effective messages?
Why is television considered the most powerful medium for sports marketing messages?
Define feedback. How is feedback delivered to the source of the message?
Outline the basic steps in promotion planning.
What is the fundamental difference between a push and a pull strategy?
Describe the three broad objectives of any type of promotion. What is the hierarchy of effect, and how is this concept related to promotional objectives?
What are the various ways of setting promotional budgets? Comment on the strengths and weaknesses of each.
Comment on how you would choose among the various promotion mix tools. Define integrated marketing communication.
Evaluate the promotional mix used for the marketing of any intercollegiate women’s sport at your university. Do you believe the proper blend of promotional tools are being used? What could be done
Find any advertisement for a sports product. Then describe and explain each of the elements in the communications process for that ad. Do the same (i.e., explain the communications process) for the
Conduct an interview with the marketing department of a local sports organization and discuss the role of each of the promotional tools in the organization’s promotion mix. In addition, ask about
Describe three television advertisements for sports products that are designed to inform, persuade, and remind consumers.Do you believe the advertisements are effective in reaching their promotional
Locate advertisements for three different sports products. Comment on which response in the hierarchy of effects you believe each advertisement is trying to elicit from its target audience.
Find an example of a comparative advertisement. What do you believe are the advantages and disadvantages of this type of message?
Using the Internet, find an example of an advertisement for a sports product and a sports- related sales promotion. For each, discuss the targeted audience, the promotional objectives, and the
How do organizations get feedback regarding their promotions via the Internet? Find several examples of ways of providing sports marketers with feedback about their promotions.
Consider any sports product and find evidence of advertising and sales promotion not on the Internet.Then locate the product’s promotion on the Internet. Comment on whether or not this organization
Explain direct advertising objectives versus indirect advertising objectives.
Describe the creative decision process. What are the three outcomes of the creative process?
Discuss, in detail, the major advertising appeals used by sports marketers. Provide at least one example of each type of advertising appeal.
What are the executional formats commonly used in sports marketing advertising?
Comment on the advantages and disadvantages of using athlete endorsers in advertising.
What two decisions do advertisers make in developing a media strategy? What are the four basic media scheduling alternatives?Provide an example of each type of media scheduling.
Discuss the strengths and weaknesses of the alternative forms of advertising available to sports marketers.
When is personal selling used by sports marketers? Describe, in detail, the steps in the strategic selling process.
Describe the various forms of sales promotion available to sports marketers.
Design a creative advertising strategy to increase participation in Little League Baseball.
Design a survey instrument to assess the source credibility of 10 professional athletes (of your choice) and administer the survey to 10 individuals. Which athletes have the highest levels of
Attend a professional or collegiate sporting event and describe all the forms of advertising you observe.Which forms of advertising do you feel are particularly effective, and why?
Visit a sporting goods retailer and describe all the sales promotion tools that you observe. Which forms of sales promotion do you believe are particularly effective, and why?
Interview the director or manager of ticket sales for a professional organization or collegiate sports program to determine their sales process. How closely does their sales process follow the
Interview the marketing department(or director of community/public relations) from a professional organization or collegiate sports program to determine the extent of their community or public
Using the Internet, find two examples of advertisements for sports products that use indirect objectives and two examples of advertisements that use direct objectives.
Find 10 advertisements on the Internet for sports products and describe the executional format for each advertisement. Which type of execution format is most commonly used for Internet advertising?
Define sponsorship and discuss how sponsorship is used as a promotional mix tool by sports marketers. Provide evidence to support the growth of sports sponsorships worldwide.
Outline the steps for designing a sports sponsorship program.
Discuss, in detail, the major objectives of sports sponsorship from the perspective of the sponsoring organization.
What is ambush marketing, and why is it such a threat to legitimate sponsors? What defense would you take against ambush marketing tactics as a sports marketer?
In your opinion, why are sports sponsorships so successful in reaching a specific target market?
How are sponsorship budgets established within an organization?
Describe the various levels of the sponsorship pyramid. What is the Sports Event Pyramid used for, and what are some potential problems with the pyramid?
Define an athletic platform. In determining what athletic platform to use for a sponsorship, what factors should be considered?
What questions or issues might an organization raise when choosing among sponsorship opportunities?
Describe the different ways that sports sponsorships might be evaluated. Which evaluation tool is the most effective?
Design a proposed sponsorship plan for a local youth athletic association.
Provide five examples of extremely good or effective match- ups between sporting events and their sponsors. In addition, suggest five examples of extremely poor or ineffective match- ups between
Find at least one example of sponsorship for each of the following athletic platforms: individual athlete, team, and league.
Contact an organization that sponsors any sport or sporting event and discuss how sponsorship decisions are made and by whom.Also, ask about how the organization evaluates sponsorship.
Design a survey to determine the influence of NASCAR sponsorships on consumers’ purchase behaviors. Ask 10 consumers to complete the survey and summarize the findings.Suggest how NASCAR might use
Search the Internet and find an example of a sponsorship opportunity at each level of the Sports Event Pyramid.
Locate at least three sports marketing companies on the Internet that specialize in the marketing of sponsorship opportunities. What products or services are these organizations offering potential
Define price, perceived value, and perceived benefits. What is the relationship among price, value, and benefits?
Discuss the advantages and disadvantages of personal seat licenses from the consumer’s perspective and the sports organization’s perspective.
Outline the internal and external factors that affect pricing decisions.What is the primary difference between the internal and external factors?
Provide examples of how the marketing mix variables (other than price) influence pricing decisions.
Define fixed costs and variable costs and then provide several examples of each type of cost in operating a sports franchise. Do you believe costs should be considered controllable or uncontrollable
What are the four organizational objectives, and how does each influence pricing? Which organizational objective has the greatest impact on pricing?
What is meant by the law of consumer demand? Explain the difference between elastic and inelastic demand.
Describe, in detail, how sports marketers estimate the demand for new and existing sports products. What are the three demand factors, and which do you believe is the most critical in estimating
What laws have a direct impact on pricing? Briefly describe each law.
How do advances in technology influence pricing? How does the economy influence pricing decisions?
Describe the different types of competitive environments. Why is competition considered one of the most critical factors influencing pricing?
What are the risks associated with reducing the price of sports products? Describe two common types of price discounting.
Interview five consumers and ask them, “If a new athletic complex was built for your college or university basketball team, would you be willing to pay higher seat prices?” Summarize your results
Interview five consumers and ask them to describe a sports product they consider to be of extremely high value and one they consider to be of extremely poor value. Why do they feel this way?
Find two examples of sports products you consider to compete solely on the basis of price. Provide support for your answer.
For any professional sports franchise, provide examples of how the rest of its marketing mix is consistent with its pricing.
Provide two examples of sports organizations that have (either in whole or in part) a social concern pricing objective.
Interview five people to determine whether demand could be characterized as elastic or inelastic for the following sports products:season tickets to your favorite basketball team’s games, golf
Provide examples of how technology has increased the ticket prices of professional sporting events.Support your examples from a cost perspective.
Interview the organizer of a local or neighborhood road race (e.g., 5k or 10k) and determine the costs of staging such an event. Categorize the costs as either fixed or variable.Assess the role of
Using the Internet, find three examples of promotions for sport products that provide consumers with pricing information.
Find an example of a sports product that is being sold via the Internet for a lower price than offered via other outlets. How much cheaper is the sports product? What does the consumer have to give
Using the Internet, find an example of price bundling sports products.
Using the Internet, find an example of product line pricing for the pricing of a sponsorship package(i.e., sponsorship levels at different prices).
Searching the Internet, find an example of a sports product that uses prestige pricing. Comment on the construction of the Web site itself. Is it consistent with the prestige pricing?
What are the organizational design elements that must be managed for effective implementation?
Why must there be a fit between the planning and implementation phases of the strategic sports marketing process?
What are some of the common ways of communicating with groups both inside and outside the sports organization?
What are the marketing- specific core competencies of the sports marketing manager?
Define TQM. What are the common characteristics of any TQM program?Why is it important for sports organizations to practice a TQM philosophy?
What are the guidelines for designing rewards systems?
What is intrapreneurship?What are the four steps in the creative process? How can sports organizations encourage intrapreneurship?
Define strategic control. What are the three types of strategic control that sports marketers must consider?
What two measures are typically used during process control?
How can we evaluate sponsorship effectiveness?
Describe the different financial ratios that can be calculated to assess whether a sports organization’s financial objectives are being met.
What are the fundamental components of a crisis plan?
Describe three sports organizations that have a strong leader who communicates well outside the sports organization. What are the common characteristics of these leaders, and why do these leaders
How does the training that you are receiving complement the marketing- specific skills required of sports marketing managers?
Locate the organizational charts for the marketing department of two professional sports organizations.How will this structure facilitate or impede the implementation of their strategic marketing
Design a rewards system to encourage intrapreneurship.
Discuss the last three major “crises” in sport (at any level). How did the organizations or individuals handle these crises?
Discuss how being the quarterback of a football team is similar to being a marketer responsible for implementing and controlling the strategic sports marketing process.
Interview three marketing managers who are responsible for sponsorship decisions in their organization.Determine how each evaluates the effectiveness of their sponsorship.
Browse the Web site of the Sports & Fitness Industry Association (SFIA), formerly the SGMA (www.sfia.org) and discuss how the information found on this site might be useful for developing a strategic
Find two Web sites that would provide sports marketing managers with information about whether their planning assumptions regarding the demographics of the U.S. population remain valid.
Find examples of three nonsports organizations that advertise on ESPN’s Web site (www.espn.com). How might these companies evaluate the effectiveness of their Web- based advertising?
Define sports marketing and discuss how sports are related to entertainment.

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