Simultaneous production and consumption is a unique aspect of sport marketing as far as price is concerned. (T/F)
Most traditional products will see consistent sales throughout the year, whereas a sport product has high-volume times and low-volume times. (T/F)
The price of the sport product itself is invariably quite small in comparison with the total cost paid by the consumer. (T/F)
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...
Which of the following is not an example of marketing myopia? A.Reliance on winning to help market the product. B.greater emphasis on short-term sales compared with long-term strategy C.relying on market research to make decisions D.confusing marketing and promotions
C.relying on market research to make decisions
Which of the following is an example of marketing through sport? A.Broadcasting a team's games only. B.scheduling games so as not to conflict with other events C.using a sport team's television broadcast to advertise financial services D.using billboards to advertise a team's schedule
C.using a sport team's television broadcast to advertise financial services
Which of the following is not a reason why sport marketing is different from many other types of product marketing? A.the emphasis on generating revenue B.the fundamental difference of the sport product itself C.the market for the product D.the financial model of sport production
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? A.A.G. Spalding B.C.C. Pyle C.Bill Veeck D.Mark McCormick
A strong and knowledgeable staff, a large capital reserve, and a positive reputation are all examples of internal strengths. (T/F)
Analyzing the market and the organization is one of the five strategic components of marketing management. (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. (T/F)
Having a large percentage of high-income sport fans would be an example of an... A.Internal strength B.External opportunity C.Internal weakness D.External Threat
According to the marketing concept of
the frequency escalator, who resides on the ground level? A.heavy users B.light users C.media consumers D.nonaware consumers
Which of the following is not one of the four Ps of the sport marketing mix? A.Product B.Positioning C.Place D.Promotion
A CRM software database system provides sport marketers... A.a tool to stimulate product innovations B.evidence of a successful strategy C.a 360-degree record of all customer interactions D.incentives to discount tickets
C.a 360-degree record of all customer interactions
What part of developing the marketing plan involves finding an unmet need and defining it? A.developing the 5 P's B.developing the market C.market
segmentation D.product development and positioning
A professional sport team that uses Nielsen ratings from their game broadcasts to set advertising rates is using syndicated data. (T/F)
Qualitative research provides organizations with in-depth research that provides deep insight. (T/F)
For a sport organization, business objectives should always drive decisions when conducting market research. (T/F)
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. (T/F)
Data that have been collected, organized, and repackaged for consumption are referred to as... A.Primary Data B.Syndicated
Data C.Custom Research D.Limited-use Data
Which of the following would be considered a quantitative approach to collecting custom research? A.Indepth interviews with employees B.Online surveys distributed to season ticket holders C.Focus groups with sponsors D.Ethnographic studies of fan club member behavior
B.Online surveys distributed to season ticket holders
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? A.Ensure that those collecting the surveys are attired in team gear. B.Use an ample number of data collectors C.Keep the survey short enough that spectators can complete it in less than four minutes D.Use a random sampling scheme to approach a representative sample of attendees.
A.Ensure that those collecting the surveys are attired in team gear.
Within the sport industry, which of the following are least likely to have full-time staff members dedicated to data research and analysis? A.an MLB team B.A college athletics department C.the NBA D.A major sport sponsor
B.A college athletics department
Which of the following describes a way in which professional sport leagues commonly use professional research analysts?
A.To measure audience viewership in order to price sponsorship and advertising appropriately B.to satisfy internal consumer research needs such as comparing consumer
behavior toward the league versus individual teams C.to serve as an advisor or consultant to teams. D.all of the above
Which of the following methodologies for data collection is the most expensive? A.Internet surveys
B.In person intercepts C.Telephone interviews D.Mail surveys
Although designed for competition and participation, apparel offers people the opportunity to demonstrate team affiliation. (T/F)
Few sport venues have the ability to generate significant revenue beyond game days. (T/F)
Cheerleaders, mascots, and concessions are examples of product extensions. (T/F)
Teams and franchises have much more volatile and unpredictable product life cycles than those of their sport overall. (T/F)
In sport marketing terms, the way that event staff interact with consumers (personnel and process) would be considered a sport product extension. (T/F)
In sport marketing terms, which of the following is not a component of the core event experience or game presentation? A.Game Form (rules and techniques) B.Product Extensions C.Equipment and apparel D.Venue
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 __________. A.Brand equity B.Differentiation C.Positioning D.Product Development
In sport marketing terms, which element is not part of the sport product strategy? A.Pricing B.Differentiation C.Product Development D.Branding
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