| A | B |
|---|
| term | definition |
| activity tours | travel centered around recreational activities (p. 264) |
| advertising | paid communication between the product maker or seller and the audience or customer (p. 101), paid, non-personal communication between an identified sponsor and a potential customer about a product or service (p. 286) |
| affinity sports | niche markets whose participants are just as passionate about their sports as are enthusiasts of the more traditional sports (p. 95) |
| agent | the legal representative of a celebrity (p. 73); person responsible for making contacts with clients and sponsors (p. 170) |
| agent | person responsible for making contacts with clients and sponsors (p. 170) |
| amateur athlete | someone who does not get paid but plays for enjoyment, challenge, or both (p. 47) |
| bandwidth | the technical term for the capacity of communication channels |
| benefits derived | the value people believe they receive from a product or service |
| brand recognition | refers to the number of people who recognize the brand name of the product (p. 287) |
| broadcast webs | groups (called affiliations) of television networks, production studios, and related entertainment firms that produce shows in-house for their groups (p. 210) |
| brochure | includes details about the sports camp-goals, objectives, schedule, registration requirements (ages and skill levels), housing, dates, location, and costs |
| budget | begins the marketing plan process by providing estimates of expected expenditures and revenues (p. 306) |
| cartel | a combination of independent businesses formed to regulate production, pricing, and marketing of a product (p. 67) |
| clickstream data | information about visitors collected at each mouse-click within a web site (p. 240) |
| clinic | a one or two-day session that Focuses on improving skills, such as batting skills |
| conference | a group of college athletic teams within the same region (p. 45) |
| cookie | a small data file placed on a web site visitors hard drive that collects data about the visitor (p. 240) |
| culture travel | highlights historical, natural, or other special resources of an area (p. 264) |
| customizing | changing a product to fit the needs or wants of a particular market |
| data mining | collecting data about which people travel, where, and when (p. 22); digging up data needed for market research to make decisions (p. 293) |
| demographics | specific information that identifies the customer, such as the age ranges in the group, marital status, gender, educational level, attitudes, and beliefs (p. 90) |
| disposable income | income that can be freely spent (p. 9) |
| distribution | involves the locations and methods used to make products available to customers (p. 5) |
| economic utility | the amount of satisfaction a person received from the consumption of a particular product or service (p. 237) |
| ecotourism | responsible travel to natural areas that conserves the environment and sustains the well-being of local people (p. 265) |
| endorsement | a person's public expression of approval or support for a product or service (p. 103) |
| entertainment | whatever people are willing to spend their money and spare time viewing rather than participating in (p. 15) |
| entertainment marketing | influencing how people choose to use their time and money (p. 14) |
| enticement | offering the best facility at the best price |
| ethics | a system of deciding what is right or wrong in a reasoned and impartial manner (p. 76) |
| e-ticket | customer ticket that was booked through the airlines web sites rather than through a travel agent (p. 261) |
| evergreen products | products that remain valuable from year to year |
| fan club | allows athletes to communicate directly with fans and to build a positive image |
| Federal Trade | a government regulatory body that regulates endorsements of products by celebrities |
| forecast | predicts the cost of expenses and expected revenues from the event (p. 306) |
| form utility | occurs when the physical characteristics of a product or service are improved (p. 237) |
| foundation | an organization that is established to maintain, assist, or finance other institutions or programs that are of an educational, charitable, or social nature (p. 144) |
| free agents | players who play for the highest bidder |
| frequency | number of times the target customer is exposed to the media |
| geographic segmentation | dividing of the markets into physical locations |
| ghostwriter | a sportswriter or sports reporter who writes books for sports "authors" (p. 131) |
| goodwill | a general willingness to work with or assist a person or organization based on a positive reputation or relationship (p. 118) |
| gross impression | the number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer (p. 12) |
| handlers | people who sponsors pay to work closely with athletes who are unable or unwilling to police themselves (p. 75) |
| image enhancement | what teams bring back to a city and the pride that residents feel from having a team |
| impromptu | spontaneous and changing entertainment based on audience reaction |
| incentives | gifts or bonuses designed to motivate buyers, sellers, and sponsors (p. 170) |
| integrity | a common characteristic of successful sports marketing firms |
| internet | an international network of computers |
| internet service provider | a fee-based company that makes it possible for you to "surf" the net |
| internship | allows you to see firsthand what a company really does |
| job shadowing | spending active work time with someone in a certain job or career (p. 275) |
| league | controls the location of the teams and the number of teams allowed to operate |
| license | the legal right to reproduce a teams logo in exchange for payment (p. 44), a company needs a license before it can market products with the likeness of sports figures, team emblems, or other official sports insignias (p. 124) |
| literary agent | an individual who is hired by a sports author who will plan the marketing campaign and book appearances for a percentage of the sales (p. 131) |
| low season | occurs during times when the weather is less than ideal |
| low-budget-movie | movie that costs less than $250,000 to produce and has a low advertising budget |
| market segment | a group of individuals within a larger market that share one or more characteristics (p. 37), a group of people who have the ability and the desire to purchase a specific product (p. 230) |
| marketing | the creation and maintenance of satisfying exchange relationships (p. 4) |
| marketing mix | how a business blends the four marketing elementsproduct, distribution, price, and promotion (p. 4) |
| marketing research | the process of determining what customers want (p. 293) |
| media | vehicles used to convey the advertising message (p. 288) |
| MOU | a written agreement that contains voluntary technical standards (p. 200) |
| National Collegiate Athletic Association (NCAA) | the governing body of most college and university athletic programs (p. 35) |
| niche marketing | involves researching a target market to determine the specific items or services a small group of people will buy (p. 93) |
| niche travel | tours planned around special interests (p. 23) |
| perk | a payoff or profit received in addition to a regular wage or payment (p. 62) |
| personal selling | face-to-face communication between a seller and a customer (p. 100) |
| place utility | ensures that the movie is available where the viewer wants it (p. 237) |
| point-of-purchase (POP) displays | distributors often set up merchandise displays next to the checkout area as an effective promotional tool (p. 203) |
| political clout | influence, often associated with wealth |
| possession utility | results from making the movie available at an affordable price (p. 237) |
| pre-sales | take place at web sites affiliated with the concert artist, such as fan club web sites, before the tickets are available to the general public (p. 207) |
| preview | the release of a movie the evening before its official opening (p. 195) |
| price | the amount that customers pay for products (p. 5) |
| pro bono | refers to services that a sports marketing firm provides for free (p. 172) |
| product | what a business offers customers to satisfy needs (p. 5) |
| product usage | reflects what products you use, how often, and why |
| profit | the amount of money remaining after all costs, including salaries, advertising, utilities, and other expenditures have been paid (p. 303) |
| promotion | any form of communication used to inform, persuade, or remind customers about an organizations goods or services, publicizing or advertising a product, service, or event with the goal of selling it (p. 98) |
| promotional plan | has four elements: personal selling, advertising, publicity, and sales promotion (p. 100) |
| psychographics | focuses on characteristic that cannot be measured such as attitudes and lifestyle choices |
| public relations | the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization (p. 116) |
| publicity | any free notice about a product, service, or event (p. 101) |
| reach | targeted demographic segments that are most likely to be reached, a factor in setting the media strategy (p. 288) |
| reality tours | give tourists an opportunity to see some of the worlds political hotspots up close (p. 265) |
| response rate | refers to the number of customers who connect with and act in relation to the ad (p. 289) |
| return | the profit the sponsor earns from its support of an athlete or team (p. 93) |
| royalties | a percentage of sales earned by teams each time merchandise bearing their logo is sold (p. 10), a negotiated percentage of all gross sales of the particular products (p. 124) |
| sales promotion | includes any action or communication that will encourage a consumer to buy a product (p. 101) |
| satisfaction | implies that marketing must meet the needs of both businesses and customers when exchanging products or services (p. 4) |
| scouts | people who travel the world to locate the best athletics in their respective sports for the purpose of enticing the athletics to come to America to play (p. 176) |
| self-indulgence travel | includes luxurious surroundings and gourmet meals (p. 264) |
| selling | the exchange of a product or service for another item of equal or greater value (p. 98) |
| short-haul destinations | those closest to the travelers home (p. 267) |
| sponsor | a person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition (p. 92) |
| sports camp | place where young people go for intensive training in a sport |
| Sports marketing | using sports to market products (p. 9) |
| target market | a specific group of people you want to reach (p. 9) |
| tiering | means that certain sports programs outside the basic cable package would incur extra costs for the viewers who choose them (p. 232) |
| time utility | the result of making the movie available when the viewer wants it (p. 237) |
| Title IX | the prohibition against gender discrimination in school programs that receive federal funding |
| tourism | traveling for pleasure, whether the travel is independent or tour-based (p. 22) |
| trade show | brings potential customers together in one location so they can hear and see promotional information about products |
| trailer | movies shown in theaters and movie rentals include advertisements for other movies and for related music and merchandise (p. 202) |
| turnkey operation | a sports marketing firm that handles everything from initial contacts to the final production of an event (p. 170) |
| vertical integration | a business structure in which one company controls several different areas of the same industry (p. 201) |
| wide release | a movie released in more than 2,000 theaters at one time (p. 195) |
