Sport Marketing Mid-term review – Flashcards
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simultaneous production and consumption is a unique aspect of sport marketing
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true
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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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the price of the sport product itself is large in comparison with the total cost paid by the consumer
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false
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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 marketing 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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a strong and knowledgeable staff, a large capital reserve, and a positive reputation are all examples of internal strenths
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true
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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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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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what part of developing the marketing plan involves finding an unmet needs and defining it
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developing the market
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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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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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in this stage of the life cycle, sport marketers are marketing to people who have time and money to participate or attend
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single, retired
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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 expand 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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heavy usres make up the largest group on the frequency escalator
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false
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key ingredients of a successful sport branding effort
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- stickiness of an idea - reach of brand - social identity - media interest - monetization and marketing metrics
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two major thrusts of sport marketing
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- marketing of sport products to the sport consumer - marketing of sport and non-sport products through sport
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socialization
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the process by which people assimilate and develop the skills, knowledge, attitudes, and other "equipment" necessary to perform various social roles
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behavioral involvement
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the hands-on doing, such as participation in the sport itself or activities like watching, listening, and cheering, either in the venue or through media consumption
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cognitive involvement
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the acquisition of information and knowledge about a sport through means such as media account, interview with coaches and players, discussions with other fans
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affective involvement
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The attitudes, feelings, and emotions that a consumer has toward and activity developed through activities like pep rallies, tailgating, or even watching certain advertisements
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commitment
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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
