MKT 828 Midterm practice questions

Uniqueness of Sport MarketingSimultaneous production and consumption is a unique aspect of sportmarketing as far as price is concerned.

False

Most traditional products will see consistent sales throughout the year,whereas a sport product has high-volume times and low-volume times.

True

Budget cuts that have affected high school sports have virtually no effecton professional sport fandom.

False

The price of the sport product itself is invariably quite small in comparisonwith the total cost paid by the consumer.

True

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

a. sales

b. promotion

c. marketing myopia

d. market segmenting

c

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-termstrategy

c. relying on market research to make decisions

d. confusing marketing and promotions

c

Which of the following is an example of marketing through sport?

a. broadcasting a team's away games only

b. scheduling games so as not to conflict with other events

c. using a sport team's television broadcast to advertise financialservices

d. using billboards to advertise a team's schedule

c

Which of the following is not a reason why sport marketing is different frommany 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

a

What two factors lead many sport consumers to consider themselves experts?

product salience

strong personal identification

What legendary sport marketer owned three different Major League Baseballfranchises, has been inducted into the Baseball Hall of Fame, and is stillknown to this day as the champion of the little guy because of the valuethat he placed on attracting common fans to his teams' games?

Bill Veeck

A strong and knowledgeable staff, a large capital reserve, and a positivereputation are all examples of internal strengths

True

Analyzing the market and the organization is one of the five strategiccomponents of marketing management.

True

Having the most members of any other health club in the Newark area wouldbe a marketing goal that focuses on market share

True

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

b

According to the marketing concept of the frequency escalator, who resideson the ground level?

a. heavy users

b. light users

c. media consumers

d. nonaware nonconsumers

d

Which of the following is not one of the four Ps of the sport marketing mix?

a. product

b. positioning

c. place

d. price

e. promotion

b

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

What part of developing the marketing plan involves finding an unmet needand defining it?

a. developing the five Ps

b. developing the market

c. market segmentation

d. product development and positioning

b

Playing tennis is an example of behavioral involvement in the sport, whereastaking tennis lessons constitutes commitment to the sport.

a. True

b. False

True

Socialization is the process by which people assimilate and develop theskills, knowledge, attitudes, and other "equipment" necessary to performvarious social roles involving two-way interaction between the individualand the environment.

True

The first step in the purchase decision-making process is

a. evaluation of choices

b. need recognition

c. purchase decision

d. information search

b

A sport fan who is enticed into buying a ticket to a game by a game promotionhad his consumer behavior affected by

a. a significant other

b. cultural norms

c. market behavior of the sport firm

d. the sport opportunity structure

c

In this stage of the life cycle, sport marketers are marketing to peoplewho have time and money to participate or attend.

a. single

b. retired

c. married

d. a and b

d

Which of the following would be considered an environmental factor thataffects consumer behavior?

a. personal motivation

b. cultural norms

c. stage in life cycle

d. perception

b

A person involved in hands-on activities such as participating in the sportitself or watching, listening, and cheering on her team is classified ashaving what sort of sport involvement?

a. cognitive

b. behavioral

c. affective

d. socialization

b

This individual factor is related to what a person thinks of himself orherself.

a. socialization

b. self-concept

c. perception

d. cultural norms

b

The frequency, duration, and intensity of involvement in a sport or thewillingness to expend money, time, and energy in a pattern of sportinvolvement is referred to as

a. socialization

b. commitment

c. external behavior

d. cultural norms

b

Which of the following would not be considered a consumer perception factorthat good sport marketers work to control?

a. scarcity of tickets

b. venue cleanliness

c. team success and winning percentage

d. fan exposure to violence

c

A professional sport team that uses Nielsen ratings from their gamebroadcasts to set advertising rates is using syndicated data.

True

Qualitative research provides organizations with in-depth research thatprovides deep insight.

True

For a sport organization, business objectives should always drive decisionswhen conducting market research.

True

In the sport industry, teams and leagues are now using analytics and researchmore frequently, but few, if any, sport sponsors are using metrics to makemarketing decisions

True

Data that have been collected, organized, and repackaged for consumptionare referred to as

a. primary data

b. syndicated data

c. custom research

d. limited-use data

b

Which of the following would be considered a quantitative approach tocollecting custom research?

a. in-depth 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

Which of the following would not be an effective way to procure accurateand unbiased results from a fan intercept survey conducted during a sportingevent?

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 inless than four minutes.

d. Use a random sampling scheme to approach a representative sampleof attendees.

a

Within the sport industry, which of the following are least likely to havefull-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

Which of the following describes a way in which professional sport leaguescommonly use professional research analysts?

a. to measure audience viewership in order to price sponsorship andadvertising appropriately

b. to satisfy internal consumer research needs such as comparingconsumer behavior toward the league versus individual teams

c. to serve as an advisor or consultant to individual teams

d. all of the above

d

Which of the following methodologies for data collection is the mostexpensive?

a. Internet surveys

b. in-person intercepts

c. telephone interviews

d. mail surveys

c

The ability to gain access to a potential customer is an important part ofmarket segmenting.

True

A sport marketer creates a promotion to attract families, and families attendthe game. This promotion was successful in identifiability in terms of marketsegmenting.

False

In the field of sport marketing, positioning the product in the same wayto all potential consumers is typically very effective

False

Many major league teams capture information about their customers orprospective customers and then segment those customers by their demographicinformation to show their likelihood of buying tickets to future games.

True

A sport marketer placing an ad on the right radio station at the right timeto reach the right customer would be an example of

a. identifiability

b. accessibility

c. responsiveness

d. segmenting

b

Which of the following is a component of state-of-mind segmentation?

a. geography

b. age

c. attitudes

d. ethnicity

c

If a golf course owner split the market into those who played the course1 to 5 times a year, those who played it 6 to 10 times a year, and thosewho were members and played 11 or more times a year, which type of marketsegmentation would she be using?

a. state of being

b. state of mind

c. product benefits

d. product usage

d

What are the four bases of segmentation?

state of being

state of mind

product benefits

product usage

In sport marketing, the process of dividing a large, heterogeneous marketinto homogeneous groups of people who have similar wants and needs ordemographic is called ____________.

market segmentation

____________ segmentation includes factors such as income, gender, and race

State-of-being