Sports Entertainment Marketing Bench Mark Two

Sporting-goods businesses often gather marketing information to

identify trends
obtain licensing contracts
gain the respect of competitors
adjust credit ratings

identify trends
To learn about its target market’s needs and wants, a professional soccer league should obtain information from its fans

before it implements organizational changes
only when there appears to be a problem
if ticket sales show short-term improvement
in a proactive and systematic manner

in a proactive and systematic manner
What is one way that sport/event marketers use marketing information?

To develop new products
To determine credit scores
To change economic trends
To prepare sales invoices

To develop new products
Having appropriate data helps sport/event marketers to set goals that are


Which of the following is a secondary source of sport/event information

accounting records
computerized surveys
personal interviews
demographic reports

demographic reports
A sport/event organization that wants to obtain information about the population in a certain geographic
location might use

primary databases
government sources
personal questionnaires
telephone surveys

government sources
To know what websites and advertisements visitors see, sports and event e-marketers would check

clickstream data
text files
internet service providers
direct delivery

clickstream data
What is an example of a secondary source of data that a sport/event marketer can obtain internally?

Sales report
Trade journal
Magazine article
Government website

sales report
A sport/event marketer is having difficulty finding data about a competitor. The competitor’s financial records are not public access. Which disadvantage of secondary research does this situation illustrate?

It can be out of date.
It can be time-consuming.
It can be costly.
It can be incomplete.

It can be incomplete
Which of the following might a sport/event organization search to obtain marketing information


What type of competitor information is important for sport/event organizations to maintain in a database?

price lists
market size

price lists
A professional soccer league is considering an expansion team in a certain city. What is the best online secondary source to obtain current demographic information about the location?

sporting goods association
national news outlet
youth magazine
government census

government census
Which of the following is a reason why businesses should regularly monitor their internal records that contain marketing information:

To analyze product performance
To review employment trends
To compile regulatory data
To prioritize investment goals

to analyze product performance
A database of competitor information often contains information about the competitor’s

creative strategy
advertising media
budget structure
production techniques

advertising media
What type of marketing information might a business obtain by monitoring sales invoices?

customer profiles
profit margin
service tactics
sales territory

customer profiles
What internal records do many businesses monitor in order to obtain useful marketing information?

Industry projections
Sales reports
Trade journals
Print advertisements

sales reports
One type of sport/event marketing information is information that is obtained from


One way for the WSC Swim and Racquet Club to obtain primary information about the quality of its
facilities and the level of its services is by

reading industry publications
surveying club members
viewing competitors’ web sites
collecting promotional literature

surveying club members
Primary research includes collecting data for

marketers across the industry to use.
informational purposes only.
the current research project.
understanding economic cycles.

the current research project
Which of the following sources is the most appropriate for obtaining primary marketing information about
fans’ opinions about a rock band’s new album:

concession vendors
concert attendees
event ushers
facility managers

concert attendees

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