SPORT MARKETING FINAL EXAM FALL 2022
Answer each of the questions below. Be sure to address all issues identified.
- Outline and describe the components of the SSMP. Then identify its unique attributes and explain how this application can enhance sport marketing strategies. Then describe how marketing research impacts the strategic sport marketing process and deployment of elements within the promotional mix?
- Sport is a world-wide phenomenon that continues to grow and sport marketing has become an important medium to help to communicate and enhance this growth. However, as with all growth, it is not without circumstance and influence. Many label the “Americanization” or American influence of sport as the potential demise of its future. Integrated elements often associated with the demise of the American structure include items such as escalating and uncontrollable salaries, framework that relies upon external source of income, value and cultural desegregation, social inequalities, and media influence. You are tasked with defining what 3 “American” elements you feel complement the sport marketing process and what three elements exploit or have an adverse impact on its growth, and why.
- You have been hired by the NFL to develop a marketing campaign to increase the interest of youth ages 12-18. The NFL wants to capture this market share to assure attendance at games in the future. You have been asked to choose NFL players who would be good spokespersons to promote the NFL to youth. You must decide upon a major national retailer to distribute NFL gear to the youth. The NFL has asked you to plan activities for the youth 12-18 to get them more involved in the NFL. The NFL will hold sport camps in major cities throughout the United States and professional players will make guest appearances at the camps. You must organize the campaign that allows a target number (you need to ID target number and support why) to attend each NFL game throughout the nation during the next football season. Answer the following questions:
- Identify an existing data set that could be utilized to help enhance the strategic market planning of the campaign.
- What would your target number be? Why?
- Which NFL players would you use for your spokespersons for the campaign aimed at the targeted youth? Why?
- Each participant at the sports camp hosted by the NFL will receive a sports bag with NFL merchandise. What merchandise would you includ in the sports bag? Who would be the sponsors of this merchandise? Why?
- Design an advertising campaign. Outline the major methods and channels for deployment. Be sure to accentuate how your campaign will encourage and engage youth ages 12-18 to get more involved in the NFL.
- BONUS: Using the identified data set and Tableau, create a pictorial representation of data measure that would accentuate your campaign strategy.
