| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z |

A
Activity tours - travel centered around recreational activities (p. 264)
Advertising - paid communication between the product maker or seller and the audience or customer (p. 101); paid, non-personal communication between an identified sponsor and a potential customer about a product or service (p. 286)
Affinity sports - niche markets whose participants are just as passionate about their sports as are enthusiasts of the more traditional sports (p. 95)
Agent - the legal representative of a celebrity (p. 73); person responsible for making contacts with clients and sponsors (p. 170)
Amateur athlete - someone who does not get paid but plays for enjoyment, challenge, or both (p. 47)

B
Balance sheet - shows the company's current assets, including cash, property, and equipment, and its current liabilities, including debts owned and loans (p. 306)
Bandwidth - the technical term for the capacity of communication channels (p. 239)
Brand recognition - refers to the number of people who recognize the brand name of the product (p. 287)
Broadcast webs - groups (called affiliations) of television networks, production studios, and related entertainment firms that produce shows in-house for their groups (p. 210)
Budget - begins the marketing plan process by providing estimates of expected expenditures and revenues (p. 306)

C
Cartel - a combination of independent businesses formed to regulate production, pricing, and marketing of a product (p. 67)
Clickstream data - information about visitors collected at each mouse-click within a web site (p. 240)
Clinic - a one-or two-day session that focuses on improving skills, such as batting skills (p. 155)
Collective bargaining - happens when a group of employees join together as a single unit to negotiate with employers (p. 322)
Concentrated strategy - buying space or time on a single medium (p. 289)
Conference - a group of college athletic teams within the same region (p. 45)
Contracts - agreements enforced by law that details the transaction of business (p. 320)
Cookie - a small data file placed on a web site visitor's hard drive that collects data about the visitor (p. 240)
Copyright laws - protect the unique work of the originator within the geographic boundaries to which the laws apply (p. 317)
Culture travel - highlights historical, natural, or other special resources of an area (p. 264)
Customizing - changing a product to fit the needs or wants of a particular market (p. 230)

D
Data mining - collecting data about which people travel, where, and when (p. 22); digging up data needed for market research to make decisions (p. 293)
Demographics - specific information that identifies the customer, such as the age ranges in the group, marital status, gender, educational level, attitudes, and beliefs (p. 90)
Disposable income - income that can be freely spent (p. 9)
Distribution - involves the locations and methods used to make products available to customers (p. 5)
Dominance strategy - a firm buys the maximum reach and frequency in one medium and purchases additional space in or time on other media (p. 289)

E
Economic utility - the amount of satisfaction a person received from the consumption of a particular product or service (p. 237)
Ecotourism - responsible travel to natural areas that conserves the environment and sustains the well-being of local people (p. 265)
Endorsement - a person's public expression of approval or support for a product or service (p. 103)
Entertainment - whatever people are willing to spend their money and spare time viewing rather than participating in (p. 15)
Entertainment marketing - influencing how people choose to use their time and money (p. 14)
Ethics - a system of deciding what is right or wrong in a reasoned and impartial manner (p. 76)
E-ticket - customer ticket that was booked through the airlines' web sites rather than through a travel agent (p. 261)
Exchange relationship - occurs when people both give and receive something of value (p. 4)

F
Forecast - predicts the cost of expenses and expected revenues from the event (p. 306)
Form utility - occurs when the physical characteristics of a product or service are improved (p. 237)
Foundation - an organization that is established to maintain, assist, or finance other institutions or programs that are of an educational, charitable, or social nature (p. 144)
Frequency - number of times the targeted customer is exposed to the media (p. 289)

G
Ghostwriter - a sportswriter or sports reporter who writes books for sports "authors" (p. 131)
Goodwill - a general willingness to work with or assist a person or organization based on a positive reputation or relationship (p. 118)
Gross impression - the number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer (p. 12)

H
Handlers - people who sponsors pay to work closely with athletes who are unable or unwilling to police themselves (p. 75)

I
Impromptu - spontaneous and changing entertainment based on audience reaction (p. 230)
Incentives - gifts or bonuses designed to motivate buyers, sellers, and sponsors (p. 170)
Income statement - a record of all revenue received and all expenses incurred (p. 306)

J
Job shadowing - spending active work time with someone in a certain job or career (p. 275)

L
Liable - means you are legally responsible for damages (p. 316)
License - the legal right to reproduce a team's logo in exchange for payment (p. 44); a company needs a license before it can market products with the likeness of sports figures, team emblems, or other official sports insignias (p. 124)
Licensing - giving permission to copy the logo of a league, athlete, team, entertainer, film, or TV show for a fee paid to the rights holder of the image (p. 327)
Literary agent - an individual who is hired by a sports author who will plan the marketing campaign and book appearances for a percentage of the sales (p. 131)
Low-budget movies - generally those that cost less than $250,000 to produce and have low advertising budgets (p. 195)
Low seasons - also called off-seasons, occur during times when the weather is less than ideal (p. 267)

M
Maintenance - means marketing must continue as long as a business operates (p. 4)
Marketing - the creation and maintenance of satisfying exchange relationships (p. 4)
Marketing mix - how a business blends the four marketing elements-product, distribution, price, and promotion (p. 4)
Marketing plan - a written component of the strategic plan that addresses how the company will carry out the key marketing functions (p. 298)
Marketing research - the process of determining what customers want (p. 293)
Market segment - a group of individuals within a larger market that share one or more characteristics (p. 37); a group of people who have the ability and the desire to purchase a specific product (p. 230)
Mass market - broad categories of people that firms develop strategies for using TV marketing (p. 292)
Matinees - pre-evening shows that generally have less audience and lower-priced tickets (p. 195)
Media - vehicles used to convey the advertising message (p. 288)
Media strategy - choosing the media that will bring the most effective advertising message to the targeted consumer (p. 288)
Mission statement - the identification of the nature of the business or the reasons the business exists (p. 298)
MOU - a written agreement that contains voluntary technical standards (p. 200)

N
National Collegiate Athletic Association (NCAA) - the governing body of most college and university athletic programs (p. 35)
Niche marketing - involves researching a target market to determine the specific items or services a small group of people will buy (p. 93)
Niche travel - tours planned around special interests (p. 23)
Noncompete clause - prohibits a person from working in a competing business for a specific period of time (p. 320)

P
Perk - a payoff or profit received in addition to a regular wage or payment (p. 62)
Personal seat license (PSL) - a fan pays a fixed fee to obtain the right to buy season tickets (p. 304)
Personal selling - face-to-face communication between a seller and a customer (p. 100)
Place utility - ensures that the movie is available where the viewer wants it (p. 237)
Player's associations - labor unions for athletics in major professional sports (p. 322)
Point-of-purchase (POP) - displays distributors often set up merchandise displays next to the checkout area as an effective promotional tool (p. 203)
Possession utility - results from making the movie available at an affordable price (p. 237)
Pre-sales - take place at web sites affiliated with the concert artist, such as fan club web sites, before the tickets are available to the general public (p. 207)
Preview - the release of a movie the evening before its official opening (p. 195)
Price - the amount that customers pay for products (p. 5)
Pro bono - refers to services that a sports marketing firm provides for free (p. 172)
Product - what a business offers customers to satisfy needs (p. 5)
Profit - the amount of money remaining after all costs, including salaries, advertising, utilities, and other expenditures have been paid (p. 303)
Promotion - describes ways to encourage customers to purchase products and increase customer satisfaction (p. 5);
any form of communication used to inform, persuade, or remind consumers about an organization's goods or services (p. 34); publicizing or advertising a product, service, or event with the goal of selling it (p. 98)
Promotional mix - or promotional plan has four elements: personal selling, advertising, publicity, and sales promotion (p. 100)
Publicity - any free notice about a product, service, or event (p. 101)
Public relations - the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization (p. 116)

R
Ratings - number of viewers the program attracted (p. 17)
Reach - targeted demographic segments that are most likely to be reached, a factor in setting the media strategy (p. 288)
Reality tours - give tourists an opportunity to see some of the world's political hotspots up close (p. 265)
Recreation - renewing or rejuvenating your body or mind with play or amusing activity (p. 20)
Recreational activities - activities involved in travel, tourism, and amateur sports that are not associated with educational institutions (p. 20)
Response rate - refers to the number of customers who connect with and act in relation to the ad (p. 289)
Return - the profit the sponsor earns from its support of an athlete or team (p. 93)
Risk - the possibility of financial loss or personal injury (p. 317)
Royalties - a percentage of sales earned by teams each time merchandise bearing their logo is sold (p. 10); a negotiated percentage of all gross sales of the particular products (p. 124); payment to the owner of a copyright for the use of a copyrighted work (p. 318)

S
Salary cap - a maximum amount that a team can spend on players' salaries (p. 323)
Sales promotion - includes any action or communication that will encourage a consumer to buy a product (p. 101)
Sample - Nielsen Media Research estimates the number of people watching a TV show by selecting a sample and then counting the people in the sample (p. 293)
Satisfaction - implies that marketing must meet the needs of both businesses and customers when exchanging products or services (p. 4)
Scouts - people who travel the world to locate the best athletics in their respective sports for the purpose of enticing the athletics to come to America to play (p. 176)
Self-indulgence travel - includes luxurious surroundings and gourmet meals (p. 264)
Selling - the exchange of a product or service for another item of equal or greater value (p. 98)
Short-haul destinations - those closest to the traveler's home (p. 267)
Sponsor - a person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition (p. 92)
Sports marketing - using sports to market products (p. 9)

T
Tag line - the theme of the ad (p. 287)
Target market - a specific group of people you want to reach (p. 9)
Tiering - means that certain sports programs outside the basic cable package would incur extra costs for the viewers who choose them (p. 232)
Time utility - the result of making the movie available when the viewer wants it (p. 237)
Tourism - traveling for pleasure, whether the travel is independent or tour-based (p. 22)
Trailers - movies shown in theaters and movie rentals include advertisements for other movies and for related music and merchandise (p. 202)
Turnkey operation - a sports marketing firm that handles everything from initial contacts to the final production of an event (p. 170)

V
Vertical integration - a business structure in which one company controls several different areas of the same industry (p. 201)

W
Wear out - occurs when an ad loses its effectiveness due to overexposure or poor message quality (p. 288)
Wide release - a movie released in more than 2,000 theaters at one time (p. 195)