Sports Marketing Midterm – Flashcards
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Uniqueness of Sport Marketing Simultaneous production and consumption is a unique aspect of sport marketing as far as price is concerned. True Or False?
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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. True Or False?
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True
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Budget cuts that have affected high school sports have virtually no effect on professional sport fandom. True Or False?
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False
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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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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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What two factors lead many sport consumers to consider themselves experts?
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product salience strong personal identification
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What legendary sport marketer owned three different Major League Baseball franchises, has been inducted into the Baseball Hall of Fame, and is still known to this day as the champion of the little guy because of the value that he placed on attracting common fans to his teams' games?
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Bill Veeck
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A strong and knowledgeable staff, a large capital reserve, and a positive reputation are all examples of internal strengths. True Or False?
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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. True Or False?
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True
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Having the most members of any other health club in the Newark area would be a marketing goal that focuses on market share. True Or False?
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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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Playing tennis is an example of behavioral involvement in the sport, whereas taking tennis lessons constitutes commitment to the sport. True Or False
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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. True Or False
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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 and 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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This individual factor is related to what a person thinks of himself or herself.
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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 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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A professional sport team that uses Nielsen ratings from their game broadcasts to set advertising rates is using syndicated data. True Or False
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True
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Custom Research Qualitative research provides organizations with in-depth research that provides deep insight. True Or False
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True
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3. Using Market Research For a sport organization, business objectives should always drive decisions when conducting market research. True Or False
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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. True Or False
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False
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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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to measure audience viewership in order to price sponsorship and advertising appropriately to satisfy internal consumer research needs such as comparing consumer behavior toward the league versus individual teams and to serve as an advisor or consultant to individual teams
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Which of the following methodologies for data collection is the most expensive?
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telephone interviews
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The ability to gain access to a potential customer is an important part of market segmenting. True Or False
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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 terms of market segmenting. True Or False
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False
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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. True Or False?
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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 show their likelihood of buying tickets to future games. True Or False?
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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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accessibility
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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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What are the four bases of segmentation?
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state of being state of mind product benefits product usage
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In sport marketing, the process of dividing a large, heterogeneous market into homogeneous groups of people who have similar wants and needs or demographic is called ____________.
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Market Segmentation
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____________ segmentation includes factors such as income, gender, and race
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State-of-being
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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, and 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 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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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
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Comparing 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 is called __________.
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Brand Equity
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In sport marketing terms, which element is not part of the sport product strategy? a. pricing b. differentiation c. product development d. branding
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Pricing
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Which of the following is typically not considered one of the stages of the product life cycle? a. introduction b. growth c. maturity d. extension
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extension
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With _________ _________, the sport marketer must 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
