Sports Marketing Final – Flashcards
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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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Budget cuts that have affected high school sports have virtually no effect on professional fandom
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False
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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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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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Many other products may offer the same core benefits as sport
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False
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A primary focus on producing and selling goods and services rather than identifying needs and wants of consumers and their markets is known as
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marketing myopia
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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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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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Having the most members of any 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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What are the four P's of the marketing mix?
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Product, Place, Price, Promotion
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What part of developing the marketing plan involves finding a unmet need and defining it?
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developing the market
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What does a CRM software database provide?
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360-degree record of all customer interactions
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Success in marketing is determined only through the consumer's eyes
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True
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The essential strategies of capture, communicate, and close for the ticket marketing, sales, and service model are followed by the recommended tactics for executing these strategies that include retain, grow, and acquire
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False
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Socialization is e process by which people assimilate and develop the skills, knowledge, attitudes to perform various social roles involving two-way interaction between the individual and the environment
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True
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What is the first step in the purchase decision-making process?
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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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What stage of the life cycle are sports marketers marketing to people who have time and money to participate or attend
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single, retired
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What is an environmental factor that affects consumer behavior?
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perception
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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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What individual factor is related to what a person thinks of themselves
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self-concept
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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 sports involvement is referred to as
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commitment
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What would be considered a consumer perception factors that good sport marketers work to control
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Scarcity of tickets, venue cleanliness, fan exposure to violence
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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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Qualitative research provides organizations with in-depth research that provides deep insight
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True
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For a sport organization, business objectives should always drive decisions when conducting market research
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True
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In the sport industry, teams and leagues are now using analytics and research more frequently, but few, if any, sport sponsors are using metrics to make marketing decisions
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False
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What is data that has been collected, organized, and repackaged for consumption?
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syndicated data
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What 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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What would be an effective way to procure accurate and unbiased results from a fan intercept survey conducted during a sporting event?
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Use an ample number of data collectors, Keep the survey short enough that spectators can complete it in less than four minutes, use a random sampling scheme to approach a representative sample of attendees
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What is the most expensive method of data collection?
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In-person intercepts
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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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A sport marketer creates a promotion to attract families, and families attend the game. This promotion was successful in identifiability in term of market segmenting
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True
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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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Many major league teams capture information about their customers or prospective customers and then segment those customers by their demographic information to so their likelihood of buying tickets to future game
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True
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A sport marketer placing an ad on the right radio station at the right time customer would be an example of
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accessibility
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What is a component of state-of-mind segmentation
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Attitudes
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Although designed for competition and participation, apparel offers people the opportunity to demonstrate team affiliation
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True
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Few sport venues have the ability to generate significant revenue beyond game days
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False
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Cheerleaders, mascots, an concessions are examples of product extensions
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True
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Teams and franchises have much more volatile and unpredictable product life cycles than those of their sport overall
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True
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In sport marketing, the way that event staff interact with consumers would be considered a sport product extension
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False
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What is an example of the core event experience or game presentation?
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game form, equipment and apparel, venue
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What is the comparison of the worth of a product that has an organization's name or image on it to the worth of a generic product of similar quality?
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brand equity
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What are the elements of the sport product strategy?
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differentiation, product development, branding
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What are the stages of the product life cycle?
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introduction, growth, maturity
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What makes the sport marketer consider the relative advantage of the new product over old preferences, complexity, or difficulty in adoption and use, and compatibility with consumer values?
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product development
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Within the sport industry, which of the following are least likely to have fulltime staff members dedicated to data research and analysis?
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A college athletic department
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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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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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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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A recent trend in major sport facility design and renovation is to eliminate club seats and replace them with large luxury suites.
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False
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Design, politics, and sense of safety are all factors related to the surrounding area in selecting the site of a sport facility.
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True
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In sport marketing terms, which element is not part of the sport product strategy?
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Pricing
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Although designed for competition and participation, apparel offers people the opportunity to demonstrate team affiliation.
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True
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In sport marketing terms, the way that event staff interact with consumers (personnel and process) would be considered a sport product extension.
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False
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Few sport venues have the ability to generate significant revenue beyond game days.
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False
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_________ _________ involves the creation of new benefits to offset existing perceptions or assumed negatives related to the sport product or service.
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Benefit selling
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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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A game promotion (e.g., bobblehead doll giveaway) can increase the value of the experience for the spectator while not requiring the sport organization to lower the price.
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True
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Major onetime events of limited duration, developed to enhance the awareness, appeal, and profitability of a tourism destination are called __________ ___________.
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Hallmark event
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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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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
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Committment
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Which of the following is typically not considered one of the stages of the product life cycle?
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Extension
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In sport marketing terms, which of the following is not a component of the core event experience or game presentation?
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Product extensions
