Socialization
What is socialization?
The process by which people assimilate and develop the skills, knowledge, attitudes, and other “equipment” necessary to perform various social roles.
What are the two external factors that influence consumer behavior:
Marketing Mix and Economic Factors
What are the three internal factors that influence consumer behavior, specifically the:
Beliefs and attitudes, Values, Knowledge
Consumers compare products and options before making a choice is which part of the Decision-Making Process?
Alternative evaluation
The frequency, duration, and intensity of involvement in a sport best describes:
Commitment
What are some triggers of socialization?
attending a game, playing with family/friends, watching a broadcast, or using an app
Price strongly influences _______
attendance
Positive attitudes toward a brand =
more receptive to marketing and new products.
Marketers track and analyze customer behavior to retain consumers and guide product development. Which part of the Decision-Making Process does this belong to?
Post-purchase evaluation
What is a motivation to play a sport?
Learning and improving skills is a primary reason for participation.
What are the ABCs of involvement?
Affective involvement, Behavioral involvement, and Cognitive involvement
______ drives the shift from cable to OTT services
Cord Cutting
Changing negative attitudes requires
time, effort, and resources, often less efficient than targeting loyal consumers.
motorsports, team sports, and water sports best describes this level of Kotlers product choice?
Product class
What are examples of "Fun and Festival" in regards to internal factors?
tailgating, concourses, mascots, and event festivities
Behavioral involvement often translates to ________
purchasing tickets, merchandise, or subscriptions.
What is an example of politics being intertwined in sports? (from the slides in class)
Ancient Greece: Olympics served as a meeting place for leaders to discuss political/military matters.
Nike ads that "stir emotions → purchase → learn about product". Is an example of which hierarchies of learning in sports?
Feel → Do → Learn (emotions trigger action first, then knowledge).
Example: Someone wanting to try yoga may need a mat, proper clothing, and a class. This is an example of which step in the Decision-Making Process?
Problem Solving
What example was given in class for Geography and climate influence sport culture?
California has surfing and skateboarding due to climate and geography.
Cognitive involvement is usually through these forms of information:
media accounts, interviews with coaches and players, discussions with other fans magazines, websites, apps, radio, television, and smart devices.
Athlete activism has become highly visible since (looking for the year)
2016
Eustress as it pertains to sport marketing is:
Excitement and tension from rooting or betting; emotional highs akin to gambling; growing with legalized sports wagering.
What methods are used in the information search step in the Decision-Making Process?
online browsing, in-store visits, reviews, social media, and other marketing channels.
Brands create a _________ that aligns with consumers ideal selves to attract and engage them.
brand personality