MKT 828 Lecture Notes - Lecture 2: Theodore Levitt, Adweek, Buzzword
Document Summary
Sports marketing and consumers: the purpose of marketing is to create and keep a customer theodore levitt, a marketing strategy is the blueprint by which the firm plans to compete robert. Humza: buy merchandise, there is some overlap between spectators and participants, but vast differences in profile, behaviour, media usage, preferences, etc. For example: um the element of confusion, surveys, promotional free coffee when you purchase four . 3 sport consumption strategies: affective, behavioural, cognitive. Note: in order from most common to most advanced. Affective involvement: attitude, feelings, and emotions that a consumer has toward a sport, sport, by nature tends to inspire great passion. For example: you love a sport, you watch it. Behavioural involvement: hands on activities e. g. , going to an event, rooting for a team, actively partipating in a sport, requires financial expenditure, sport as a lifestyle choice.