Chapter 5. Market Segmentation

Define state-of-mind segmentation. Try to find an ad for a sport product or team that appeals to a state-of-mind segment. 

Chapter 6. The Sport Product

Try your hand at a new product image, mark, or logo for the merchandise of your favorite sport organization.

What are the key elements of this image that you think will make it attractive to consumers?

How will you protect the value of your product?

Chapter 6. The Sport Product

Provide the example of failed sport product or organization in your mind.

Why do you think the company or agency failed sport marketing?

Chapter 7. Managing Sport Brands

Let’s say that Major League Baseball (MLB) has decided to put an expansion franchise in your city

What would be a good nickname for that team?

Chapter 7. Managing Sport Brands

What is the best way to develop the ‘Brand Equity’? and Why?

Why would that be a good nickname?

Chapter 8. Sales and Service

Research and provide a brief explanation of how nonsport companies use aftermarketing.

How could these practices be applied to sport organizations?