SEM I 1.02

1. SEM I 1.02 Understand SEM’s role/function in business to facilitate economic exchanges with customers.

2. ATHLETES • Sanctioning bodies are the groups or organizations that regulate sports & the sports participants. They establish the rules that the athletes must follow. For example, the National Collegiate Athletic Association (NCAA) regulates college athletes, and the Professional Golfers' Association (PGA) governs professional golfers.

3. PROFESSIONAL ATHLETES Professional athletes are paid. In many cases, playing the game is their occupation. Whether they are minor or major league players, they are compensated for their work. Many professional athletes dedicate their lives to their chosen sport and play for as long as they are physically able. Examples of professionals for whom the game is their occupation are Sammy Sosa, Shaquille O'Neal, and Eddie George. Games played by professionals are often expensive to attend rather than free.

4. AMATEUR ATHLETES • Amateurs usually play for enjoyment, and many of their events are not attended by the public.

5. SPECTATORS/FANS • These participants are the observers of the sporting event. They are as important a part of the event as the athletes themselves. • The fans who attend games help create the excitement/enthusiasm that make the games what they are. These fans also contribute to the overall experience of those who watch or listen to the games by way of television or radio.

6. PROMOTING SPORTS • Sports marketing is all the activities involved in pricing, promoting, and distributing the sport event. Making people aware of the sport event is one aspect of marketing. • Distributing information about a NASCAR race is a form of promotion that encourages potential customers to buy tickets to the event or to view the race on television.

7. MARKETING – SPORTS • Delivering exercise bikes to retailers is part of marketing sport products. • Selling food products to a concession stand is the marketing of products to sports. • Holding a race for a charitable organization is marketing other services through the use of sport.

8. EVENT MARKETING • Event marketing is unique because it involves promoting/selling an intangible product, such as a concert or car race, that is immediately consumed by the customers and cannot be resold. • Event marketers promote games/events that take place at a specific time, and once they are over, the products no longer exist. • If sales are poor for an event, a marketer does not have an opportunity to resell.

9. MASS – TARGET – DIRECT MARKETING • Mass marketing is designing products and directing marketing activities in order to appeal to the whole market. • Target marketing is the identification and selection of markets for a business or for a product. • Direct marketing involves contacting consumers directly.

10. UNIQUE EXPERIENCE • Event marketing involves promoting/selling a unique experience that takes place at a certain time and then no longer exists. Events are intangible products, such as concerts and meetings, which are consumed immediately and cannot be resold. • Marketing such products is often complicated because the benefits of buying unique experiences may be difficult to explain to potential customers. Events are intangible products. They are perishable because they are produced and consumed at the same time. • Event marketers usually focus on the emotional appeal, rather than the physical appeal, of the products because the products are intangible.

11. EVENT MARKETING • An event is a gathering/activity. Event marketing is the process of planning & executing the conception/promotion of gatherings or activities that satisfy individual or organizational objectives. • Examples of events are corporate awards dinners, fund-raising events for charities, dramatic plays, and musical concerts. • A characteristic of an event is that it is produced and consumed at the same time—it is an experience. The experience may or may not include planned intervals (e.g., intermission), and different groups of people are often involved in the experience. • For example, the Academy Awards ceremony is an event involving several groups including the actors, movie producers, and screenplay writers who attend the ceremony, as well as the fans who watch it on TV. Some fans and participants become quite emotional during certain events.

12. REVIEW

13. 25. NCAA & PGA are examples of: • A. labor unions. • B. Trade associations • C. sanctioning bodies. • D. professional societies.

14. 25. NCAA & PGA are examples of: • A. labor unions. • B. Trade associations • C. sanctioning bodies. • D. professional societies.

15. 26. One of the main differences between pro and amateur athletes is that for the pros, the game is often • A. their occupation • B. Closed to the public • C. free of charge. • D. played for enjoyment.

16. 26. One of the main differences between pro and amateur athletes is that for the pros, the game is often • A. their occupation • B. Closed to the public • C. free of charge. • D. played for enjoyment.

17. 27. Which of the following help create excitement/enthusiasm that make the games what they are? • A. Team owners • B. Coaches • C. Trainers • D. Spectators

18. 27. Which of the following help create excitement/enthusiasm that make the games what they are? • A. Team owners • B. Coaches • C. Trainers • D. Spectators

19. 28. Which of the following is an example of marketing the sport event: • A. Holding a race for a charitable organization • B. Selling food products to a concession stand • C. Delivering exercise bikes to retailers • D. Distributing information about a NASCAR race

20. 28. Which of the following is an example of marketing the sport event: • A. Holding a race for a charitable organization • B. Selling food products to a concession stand • C. Delivering exercise bikes to retailers • D. Distributing information about a NASCAR race

21. 29. Promoting/selling an intangible product that is immediately consumed & cannot be resold is a unique characteristic of ________ mktg.? • A. target • B. mass • C. Event • D. Direct

22. 29. Promoting/selling an intangible product that is immediately consumed & cannot be resold is a unique characteristic of ________ mktg.? • A. target • B. mass • C. Event • D. Direct

23. 30. One characteristic of event marketing involves promoting and selling a(n) • A. tangible product. • B. unique experience • C. nonperishable item. • D. physical appeal.

24. 30. One characteristic of event marketing involves promoting and selling a(n) • A. tangible product. • B. unique experience • C. nonperishable item. • D. physical appeal

25. 31. A characteristic of an event is that it is produced & consumed: • A. during planned intervals. • B. at the same time • C. by the same group of people. • D. in unemotional ways.

26. 31. A characteristic of an event is that it is produced & consumed: • A. during planned intervals. • B. at the same time • C. by the same group of people. • D. in unemotional ways.