1. The final home football game is on national television, and ticket sales so far have only resulted in about 65% capacity for your team after 5 home games (the team has a 5-5 record). Your athletic director wants to look good on TV so it is imperative to get to 90% capacity for this game. Using the Escalator Theory (Stotlar Ch. 6) as a guide, identify what strategies you would use to entice consumers from the various levels of the escalator to attend.
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2. Using the Stotlar Ch. 5) approach to goals, identify three goals with three related objectives and tactics to increase attendance at the KU Relays.
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3. The NFL was once considered immune to audience erosion that is happening in television, however, a recent Wall Street Journal article notes that TV viewership for the NFL is down 10% so far this season. Give a brief SWOT analysis on the NFL, and, based on the Aaker reading on energizing a brand, give three examples of how you would energize the NFL brand?
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4. Based on your reading, what are the six keys to successful brand extensions? Present a potentially successful brand extension for the subject of your Marketing Plan project.
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5. Identify and describe the 4 p’s of Marketing then explain their relationship in the context of the marketing mix.
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6. Targeting a young consumer base that always is on its phone, Sporting KC is looking to use mobile marketing. Based on your readings that focus on internet and social media marketing, what strategies would you recommend to grow the customer base?
7. The Kansas City T-bones operate in a baseball friendly market but one that is dominated by the Royals. The T-bones have decided to implement aspects of the sport promotions mix (Schwarz & Hunter p. 219-235) to increase ticket sales. Explain the 7 elements of the promotional mix and identify examples for how these can be implemented with the KC T-Bones.
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8. Kansas City has been awarded an expansion NHL franchise that will play at the Sprint Center. Ownership of this new KC team has approached you to create the brand. Explain what a brand is and create the brand story for this new hockey team.
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9. Airline and hotel companies have long used dynamic ticket pricing. Explain what dynamic ticket pricing is and explain why it is a hot trend in Sports Marketing/Pricing.
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10. With declining numbers, attached to a variety of reasons (amount of time for games, with so many games they don’t mean as much, light action, etc.), Major League Baseball has hired you as a consultant to identify major segments in the market. Which segments do you think might exist, without actually conducting consumer research? (Utilize the four bases of segmentation: Schwarz & Hunter p. 9- 10)What other information would you want to collect about the potential customers in each segment to provide a useful basis for designing marketing programs that appeal to each segment?
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