question

Explain sport marketing myopia and provide 2 example of marketing myopia in sport.

answer

A focus on producing and selling goods and services rather than identifying and satisfying the needs and wants of consumers and their markets.

question

List the 5 P's in the sport marketing mix and provide a short explanation of each that demonstrates the importance of each in the marketing plan.

answer

Product, Place, Price, Promotion, Public Relations

question

Why is brand equity important in sport marketing? Describe the basic steps for developing and managing brand equity.

answer

The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.

question

T/F Simultaneous production and consumption is a unique aspect of sport marketing as far as price is concerned.

answer

False

question

T/F Most traditional products will see consistent sales throughout the year, whereas a sport product has high-volume times and low-volume times.

answer

True

question

T/F Budget cuts that have affected high school sports have virtually no effect on professional sport fandom.

answer

False

question

T/F The price of the sport product itself is invariably quite small in comparison with the total cost paid by the consumer.

answer

True

question

A focus on producing and selling goods and services rather than identifying and satisfying the needs and wants of consumers and their markets is known as

answer

Marketing Myopia

question

Which of the following is not an example of marketing myopia?

answer

Relying on market research to make decisions

question

Which of the following is an example of marketing through sport?

answer

using a sport team's television broadcast to advertise financial services

question

Which of the following is not a reason why sport marketing is different from many other types of product marketing?

answer

The emphasis on generating revenue

question

T/F A strong and knowledgeable staff, a large capital reserve, and a positive reputation are all examples of internal strengths.

answer

True

question

T/F Analyzing the market and the organization is one of the five strategic components of marketing management.

answer

True

question

T/F Having the most members of any other health club in the Newark area would be a marketing goal that focuses on market share.

answer

True

question

Having a large percentage of high-income sport fans would be an example of an

answer

External opportunity

question

According to the marketing concept of the frequency escalator, who resides on the ground level?

answer

Nonaware nonconsumers

question

Which of the following is not one of the four Ps of the sport marketing mix?

answer

Positioning

question

A CRM software database system provides sport marketers

answer

a 360-degree record of all customer interactions

question

What part of developing the marketing plan involves finding an unmet need and defining it?

answer

Developing the market

question

T/F Playing tennis is an example of behavioral involvement in the sport, whereas taking tennis lessons constitutes commitment to the sport.

answer

True

question

T/F Socialization is the process by which people assimilate and develop the skills, knowledge, attitudes, and other "equipment" necessary to perform various social roles involving two-way interaction between the individual and the environment.

answer

True

question

The first step in the purchase decision-making process is

answer

Need recognition

question

A sport fan who is enticed into buying a ticket to a game by a game promotion had his consumer behavior affected by

answer

Market behavior of the sport firm

question

Which of the following would be considered an environmental factor that affects consumer behavior?

answer

Cultural norms

question

A person involved in hands-on activities such as participating in the sport itself or watching, listening, and cheering on her team is classified as having what sort of sport involvement?

answer

Behavioral

question

The frequency, duration, and intensity of involvement in a sport or the willingness to expend money, time, and energy in a pattern of sport involvement is referred to as

answer

Commitment

question

Which of the following would not be considered a consumer perception factor that good sport marketers work to control?

answer

Team success and winning percentage

question

T/F A professional sport team that uses Nielsen ratings from their game broadcasts to set advertising rates is using syndicated data.

answer

True

question

T/F For a sport organization, business objectives should always drive decisions when conducting market research.

answer

True

question

Data that have been collected, organized, and repackaged for consumption are referred to as

answer

Syndicated data

question

Which of the following would be considered a quantitative approach to collecting custom research?

answer

online surveys distributed to season-ticket holders

question

Which of the following would not be an effective way to procure accurate and unbiased results from a fan intercept survey conducted during a sporting event?

answer

Ensure that those collecting the surveys are attired in team gear.

question

Within the sport industry, which of the following are least likely to have full-time staff members dedicated to data research and analysis?

answer

A college athletics department

question

Which of the following describes a way in which professional sport leagues commonly use professional research analysts?

answer

All of the above

question

Which of the following methodologies for data collection is the most expensive?

answer

(it is not Mail surveys or in person intercepts)

question

T/F The ability to gain access to a potential customer is an important part of market segmenting.

answer

True

question

T/F In the field of sport marketing, positioning the product in the same way to all potential consumers is typically very effective.

answer

False

question

T/F Many major league teams capture information about their customers or prospective customers and then segment those customers by their demographic information to show their likelihood of buying tickets to future games.

answer

True

question

A sport marketer placing an ad on the right radio station at the right time to reach the right customer would be an example of

answer

(not segmenting)

question

Which of the following is a component of state-of-mind segmentation?

answer

Attitudes

question

If a golf course owner split the market into those who played the course 1 to 5 times a year, those who played it 6 to 10 times a year, and those who were members and played 11 or more times a year, which type of market segmentation would she be using?

answer

Product usage

question

T/F State of being segmentation includes factors such as income, gender, and race.

answer

True

question

Which of the following is not considered one of the four bases of segmentation?

answer

Product identity

question

T/F Formation of brand association for athletes is important in relation to securing endorsement contracts from corporations.

answer

True

question

T/F Good sport marketers can develop a strong brand image even before establishing brand awareness.

answer

False

question

T/F Perceived quality, one element of brand equity, can be defined as the likelihood and ease with which a brand name will be recalled.

answer

False

question

T/F Increased sales of merchandise can be a by product of strong brand equity.

answer

True

question

The name, logo, and symbols associated with the sport organization are components of the _________.

answer

Brand

question

Which of the following is not considered a source of brand association with a team?

answer

The teams agency partner

question

Which of the following are not associations for health clubs?

answer

All of the above

question

T/F n sport marketing terms, brand management refers to the set of assets and liabilities linked to a brand- its name and symbol- that add to or subtract from the value provided by a product or service to a firm or that firm's customers.

answer

False

question

T/F Cost relates not only to overall cost but also to such aspects as payment options and value received for the purchase price.

answer

True

question

T/F E-mail communication with customers is most effective when it is done only to share product offers.

answer

False

question

T/F One drawback of lowering a price is that it cheapens the value of the product.

answer

True

question

T/F In the field of sport marketing, the terms price and cost are interchangeable.

answer

False

question

This pricing concept involves pricing tickets based on preferred days for viewing opponents, part of the season, and location of the seat.

answer

Variable pricing

question

What is the process of moving goods and services from the product producers into the hands of those who will benefit most from their use?

answer

Sales

question

Where is the entry-level sales position for most professional sport teams?

answer

Telemarketing

question

T/F When sport marketers perform benefit selling, they identify the likelihood of a potential purchase and spend amount by a prospective customer.

answer

False

question

T/F Activation costs are typically included within most sponsorship contracts between a brand and a sport team or event.

answer

False

question

T/F When evaluating your sponsorship inventory, VIP parking, arena clubs, tents, and special parties are all examples of hospitality.

answer

True

question

T/F A co-op sponsorship agreement allows two or more corporate partners to capitalize jointly on a sponsorship or licensing agreement.

answer

True

question

T/F When entering into partnerships with sport organizations, corporate sponsors have a variety of business objectives.

answer

True

question

Sponsorship agreements within the sport industry commonly refer to the team, event, or sport organization as the ___________.

answer

Property

question

A company thinks that its image in the market is one of poor quality. It enters into a sponsorship agreement with a team that has won six consecutive league championships. What benefit is it seeking?

answer

to alter or reinforce public perception of the company

question

What sort of benefit is the sponsor of Barclay's Center in Brooklyn, New York, acquiring?

answer

Gaining hospitality

question

Which of the following is not a reason for the explosive growth of sport sponsorships over the last three decades?

answer

continued decrease in the cost of sport sponsorships

question

T/F Advertizing is the acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association.

answer

False

question

T/F The right to use various designations or phrases in connection with the product, event, or facility, such as official sponsor, official supplier, official product, and presented by, creates exclusivity for a sponsor.

answer

True

SPMT 323 – Flashcard

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards