advanced theory and practice in sport marketing - Marshalls University

all-inclusive term covering all aspects that go beyond the playing field,
including all the various operations that make the games happen.
Sport Advertising: One of the primary elements of the promotional mix that
involves the process of attracting public attention to a sport product or sport
business through paid announcements in the print, broadcast, or electronic
media.
Sport Business Ethics: The values and principles within a commercial setting
that applies to those individuals engaged in commerce.
Sport Consumer Relations: The use of various methodologies, information
technologies, and Internet capabilities that help entities organize and manage
the interaction between the sport consumer and the sport organization.
Sport Consumer Relationship Management (SCRM): The use of various
methodologies, information technologies, and Internet capabilities that help
sport entities organize and manage sport consumer relationships. The goal of
SCRM is to develop a system that all members of the sport marketing effort
can utilize to access information about sport products and strive toward
meeting the needs and wants of sport consumers.
Sport Governing Bodies: Sport organizations that are responsible for developing
the rule structure for the specific activity as well as organize competitions
at levels from local youth to international.
Sport Journalism: Encompasses all types of reportage and media coverage of
current events in the world of sport.
Sport Management: The collection of skills related to the planning, organizing,
directing, controlling, budgeting, leading, and evaluating of an organization
or department whose primary product or service is related to sport and its
related functions.
Sport Market Opportunity Analysis Framework: A methodology utilized by
marketers to identify and evaluate the attractiveness of an opportunity in the
marketplace.
Sport Marketing Decision Support System: A component of the sport marketing
information system that encompasses the primary and secondary data
previously collected by the sport organization, the tools and techniques utilized
to interpret that data, and the process by which that information is used
in the decision making process.
Sport Marketing Information System: A structure that consists of all aspects of
the sport organization (people, equipment, goals and objectives, policies and
procedures, etc.) being responsible for gathering, organizing, analyzing, evaluating,
and distributing marketing information across the sport organization
for the purpose of efficient and effective decision making.
Sport Marketing Intelligence System: A component of the sport marketing
information system that involves the procedures and sources that the organization
utilized to obtain everyday information about developments regarding
external opportunities and threats.
Sport Marketing Planning Process: This process involves the development
of the sport organization’s products and services marketing strategies, including
the tactics and programs to be implemented during the lifespan of
the plan.
GLOSSARY 425