SPMT 323 – Flashcard

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Explain sport marketing myopia and provide 2 example of marketing myopia in sport.
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A focus on producing and selling goods and services rather than identifying and satisfying the needs and wants of consumers and their markets.
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What would be some key factors that make sport marketing different from traditional product marketing?
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Explain the 4 element s of SWOT and why they are very important in the development of a sport marketing plan.
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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.
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Product, Place, Price, Promotion, Public Relations
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List some environmental and individual factors that influence sport consumers. Provide an example of how these factors work in combination to influence sport consumer decision making.
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Explain the difference between syndicated data and custom research date a sport organization might use in marketing. Provide an example of how a professional sport team would combine information from both these sources in a new marketing plan?
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Provide a short description for each of the 4 Bases of Segmentation (state of being, state of mind, product benefits, product usage). Explain how each would be used in developing a comprehensive marketing program.
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Identify the elements that are an important part of a professional sports Core Product and explain how these ‘parts’ can benefit the marketing plan.
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How does product positioning, product image, and product branding impact a successful sport marketing plan?
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Why is brand equity important in sport marketing? Describe the basic steps for developing and managing brand equity.
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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.
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Identify one of the selling methods and then describe how you would you use that selling method along with pricing with added benefits to maintain customer loyalty once they have identified themselves a consumer of the product.
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Explain why it is important to have a good ‘fit’ between the sponsor and the sport entity for the sponsorship to be successful.
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T/F Simultaneous production and consumption is a unique aspect of sport marketing as far as price is concerned.
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False
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T/F Most traditional products will see consistent sales throughout the year, whereas a sport product has high-volume times and low-volume times.
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True
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T/F Budget cuts that have affected high school sports have virtually no effect on professional sport fandom.
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False
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T/F The price of the sport product itself is invariably quite small in comparison with the total cost paid by the consumer.
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True
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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
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Marketing Myopia
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Which of the following is not an example of marketing myopia?
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Relying on market research to make decisions
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Which of the following is an example of marketing through sport?
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using a sport team’s television broadcast to advertise financial services
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Which of the following is not a reason why sport marketing is different from many other types of product marketing?
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The emphasis on generating revenue
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T/F A strong and knowledgeable staff, a large capital reserve, and a positive reputation are all examples of internal strengths.
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True
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T/F Analyzing the market and the organization is one of the five strategic components of marketing management.
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True
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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.
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True
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Having a large percentage of high-income sport fans would be an example of an
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External opportunity
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According to the marketing concept of the frequency escalator, who resides on the ground level?
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Nonaware nonconsumers
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Which of the following is not one of the four Ps of the sport marketing mix?
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Positioning
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A CRM software database system provides sport marketers
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a 360-degree record of all customer interactions
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What part of developing the marketing plan involves finding an unmet need and defining it?
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Developing the market
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T/F Playing tennis is an example of behavioral involvement in the sport, whereas taking tennis lessons constitutes commitment to the sport.
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True
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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.
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True
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The first step in the purchase decision-making process is
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Need recognition
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A sport fan who is enticed into buying a ticket to a game by a game promotion had his consumer behavior affected by
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Market behavior of the sport firm
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Which of the following would be considered an environmental factor that affects consumer behavior?
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Cultural norms
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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?
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Behavioral
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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
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Commitment
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Which of the following would not be considered a consumer perception factor that good sport marketers work to control?
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Team success and winning percentage
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T/F A professional sport team that uses Nielsen ratings from their game broadcasts to set advertising rates is using syndicated data.
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True
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T/F For a sport organization, business objectives should always drive decisions when conducting market research.
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True
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Data that have been collected, organized, and repackaged for consumption are referred to as
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Syndicated data
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Which of the following would be considered a quantitative approach to collecting custom research?
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online surveys distributed to season-ticket holders
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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?
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Ensure that those collecting the surveys are attired in team gear.
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Within the sport industry, which of the following are least likely to have full-time staff members dedicated to data research and analysis?
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A college athletics department
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Which of the following describes a way in which professional sport leagues commonly use professional research analysts?
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All of the above
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Which of the following methodologies for data collection is the most expensive?
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(it is not Mail surveys or in person intercepts)
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T/F The ability to gain access to a potential customer is an important part of market segmenting.
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True
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T/F In the field of sport marketing, positioning the product in the same way to all potential consumers is typically very effective.
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False
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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.
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True
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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
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(not segmenting)
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Which of the following is a component of state-of-mind segmentation?
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Attitudes
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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?
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Product usage
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T/F State of being segmentation includes factors such as income, gender, and race.
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True
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Which of the following is not considered one of the four bases of segmentation?
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Product identity
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T/F Formation of brand association for athletes is important in relation to securing endorsement contracts from corporations.
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True
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T/F Good sport marketers can develop a strong brand image even before establishing brand awareness.
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False
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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.
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False
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T/F Increased sales of merchandise can be a by product of strong brand equity.
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True
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The name, logo, and symbols associated with the sport organization are components of the _________.
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Brand
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Which of the following is not considered a source of brand association with a team?
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The teams agency partner
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Which of the following are not associations for health clubs?
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All of the above
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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.
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False
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T/F Cost relates not only to overall cost but also to such aspects as payment options and value received for the purchase price.
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True
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T/F E-mail communication with customers is most effective when it is done only to share product offers.
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False
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T/F One drawback of lowering a price is that it cheapens the value of the product.
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True
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T/F In the field of sport marketing, the terms price and cost are interchangeable.
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False
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This pricing concept involves pricing tickets based on preferred days for viewing opponents, part of the season, and location of the seat.
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Variable pricing
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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?
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Sales
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Where is the entry-level sales position for most professional sport teams?
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Telemarketing
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T/F When sport marketers perform benefit selling, they identify the likelihood of a potential purchase and spend amount by a prospective customer.
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False
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T/F Activation costs are typically included within most sponsorship contracts between a brand and a sport team or event.
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False
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T/F When evaluating your sponsorship inventory, VIP parking, arena clubs, tents, and special parties are all examples of hospitality.
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True
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T/F A co-op sponsorship agreement allows two or more corporate partners to capitalize jointly on a sponsorship or licensing agreement.
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True
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T/F When entering into partnerships with sport organizations, corporate sponsors have a variety of business objectives.
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True
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Sponsorship agreements within the sport industry commonly refer to the team, event, or sport organization as the ___________.
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Property
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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?
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to alter or reinforce public perception of the company
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What sort of benefit is the sponsor of Barclay’s Center in Brooklyn, New York, acquiring?
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Gaining hospitality
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Which of the following is not a reason for the explosive growth of sport sponsorships over the last three decades?
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continued decrease in the cost of sport sponsorships
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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.
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False
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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.
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True

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