MKT 361 - Past Exam Answers

T/F. a uniqueness of the sport spectator product is that the core product is often beyond the sport marketers’ control, whereas in traditional marketing, the marketer has more control

true

T/F. the price of the sport core product (ticket price) is only a part of the total cost paid by the consumer when attending a sporting event

true

T/F. the place element of the marketing mix deals with the distribution of a firm’s good or service

true

T/F. generally, there is a correlation between winning percentage and attendance percentage, yet winning doesn’t absolve all marketing sins

true

T/F. Nike does not use emotional appeals in their ads; instead they exclusively focus on the performance of their products

false

T/F. sports illustrated magazine is considered a sports-related product

true

T/F. simultaneous production and consumption is a unique aspect of sport marketing as far as price is concerned

false

T/F. the 5Ps of sports marketing include price, promotion, packaging, public relations, and place

false

T/F. the benefits sought by consumers attending a major league baseball game can be subjective (different for different fans)

true

T/F. sports marketers are usually not involved in setting ticket prices

false

T/F. according to the course syllabus, late assignment will be accepted with a penalty

false

T/F. according the the article, “The Four Domains of Sports Marketing: A Conceptual Framework” the four domains that comprise the sports marketing environment are theme-based strategies, product-based strategies, alignment-based strategies, and research-based strategies

false

T/F. consumer animosity is a positive feeling directed by the consumer toward a sports team

false

T/F. indirect revenue can often exceed direct ticket revenue for sports teams

true

T/F. demand for sports products tends to fluctuate widely

true

T/F. the O” in a SWOT analysis focuses on internal opportunities for improvement

false

T/F. the Reebok marketing department receives a larger advertising budget for 2026 from Reebok company executives. being able to advertise more would be an opportunity in a Reebok SWOT analysis

false

T/F. many times, the trigger event in the socialization process has nothing to do with sports

true

T/F. usually, consumers choose the products that they purchase based only on their individual attitude towards the product

false

T/F. socialization into a sport happens after commitment to a sport

false

a golfer who plays a round of golf every single day has at least a high level of:

behavioral involvement

some sports organizations are struggling to attract families to their events because of the following consumer perceptions:

facility cleanliness/availability, exposure to violence, exposure to adult/bad behavior

a person who develops a passion for a sports team would have at least a high degree of:

affective involvement

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 considered what?

commitment

the theory of reasoned action refers to what?

consumers use both environmental factors and individual factors when making purchase decisions

setting your organization’s goals and objectives should be done:

after a SWOT analysis

involvement in sports participation for an individual who has recently gotten married and had children usually:

goes down

a major reason “Discover South Carolina” ran advertisements that promoted golf tourism was in order to overcome their perceptual issue:

risk of embarrassment

typically, consumers who harbor consumer animosity towards a sports organization:

will be less willing to purchase products from the sports organization and perceive the products as low quality

which of the following would be considered an individual (internal) factor that affects consumer behavior?

physical characteristics such as weight or height

a heavy user on the frequency escalator for sport attendance and participation goes to see what percentage of live home games per season?

more than 50%

a focus on producing and selling goods and services rather than identifying and satisfying the needs and wants of consumers and their markets is a symptom of:

marketing myopia

according to the article, “The Four Domains of Sports Marketing: A Conceptual Framework” a sports firm that uses a product-based strategy means:

the firm is marketing a sports product, and is not using a sponsorship

which type of non-consumer is it hardest to move on/up the frequency escalator for sport attendance and participation?

aware non-consumer

examples of marketing a product through sport does not include:

tickets to a chicago cubs games played at wrigley field

which of the 5Ps did the chicago cubs use to build a national fanbase by televising games on the cable network WGN?

place

the entire Northwestern student section sometimes stands together and chants, “hey hey that’s ok we’re gonna by your boss someday”, which core benefit of the sports product does this chant best reflect?

sociability/socializing

birging leads to what core benefit of sport consumption?

achievement

what is the second step in the consumer decision-making process?

information search

which following category on the frequency escalator for sport attendance and participation is generally the largest in number for major league sports teams?

light users

the Marlins of MLB suffered from this challenge in sports marketing when they expected and focused upon senior citizens to watch games in very hot, humid weather:

poor market research

which of the following is not a problem within the sports marketing industry?

lack of consumer interest

which group of consumers is the smallest in number for most major sports teams, like NFL teams?

heavy users

one of the uniqueness about the sports product is:

the crowd can actually become part of the product because of simultaneous production and consumption

Detroit Tiger competition includes:

the Detroit pistons, the Detroit red wings, movies

core benefits of the sports product include:

health, entertainment, sociability

louisville slugger entering into a partnership with the louisville river bats baseball team to be their venue-name sponsor is an example of what strategy?

sports-based

the michigan DNR offers a mentored youth hunting/fishing license to capitalize on this unique element of the sports market:

family tradition

the R in SMART objective/goal stands for the word:

relevant

which internal factor has to do with the process by which a person scans, gathers, assesses, and interprets information in the environment?

perception

T/F. a professional sports league’s product lifecycle generally differs from a sporting good’s product lifecycle

true

T/F. taylormade initially had low sales of their newly introduced adjustable drivers because of perceived complexity or difficulty in adoption or use

true

T/F. the disney philosophy of customer service is fairly simple. for example, a frontline employee must use common courtesy

true

T/F. the disney philosophy of customer service is fairly simple, for example, frontline employees should be trained to not make extrantransactional encounters

false

T/F. a sports firm, such as the detroit red wings, should encourage customers to complain to their organization

true

T/F. “noise” in the advertising communication system is any audio cue that draws a consumer’s attention to an advertisement’s message

false

T/F. fit is important for sponsoring organizations when choosing a sports sponsorship partnership

true

T/F. a single 23 year old white male from new york who has a master’s degree and earns $92,000 a year would be an example of a state-of-mind profile

false

T/F. when sponsors enter into partnerships with sports organizations, they must realize that additional activation spending will be needed to leverage they sponsorship effectively

true

T/F. the sport product is unique because the gameplay is just one element of a larger ensemble

true

T/F. one of the benefits of segmenting a market is that a sport organization can customize its marketing efforts to satisfy given target markets

true

T/F. product development is how the consumer views your product

false

T/F. sport organizations that enjoy high brand equity typically charge lower prices for their product and extensions compared with organizations that have lower brand equity

false

T/F. aided recall is the ability of a consumer to name the brand’s existence when its product category is mentioned

false

T/F. the marketing activities that a company conducts to promote and execute its sponsorship is called fitting

false

offering a meet and greet with players for those fans who have held season tickets for 10 or more years is a sales promotion directed at what?

rewarding loyalty

which of these is a component of state-of-being segmentation?

geography

according to research completed by coca-cola, what percentage of dissatisfied customers complain to the company?

2%

which of these statements describes an application of the 80-20 rule in the field of sport marketing?

80% of the market consumption comes from 20% of the consumers

which of these is a key issue to consider when sport marketers are determining which segments to target?

identifiability, accessibility, responsiveness

which of these is a component of state-of-mind segmentation?

attitudes

what metric measures the star power, popularity, and likability of celebrities, including star athletes, coaches, and sports media personalities?

q-score

which of these is not one of the stages of the product life cycle?

differentiation

the BLIP approach to strategic brand management is an acronym for what?

build, leverage, identify and measure, protect

the set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to its customers is called what?

brand equity

which of these benefits may not be enjoyed by teams with higher brand equity?

they win more frequently

brand image:

is how the brand is perceived by consumers

the words and phrases that come to mind when someone hears the name of a brand are called what?

brand associations

michael jordan’s cologne or jeff gordan wines are examples of what?

brand extensions

the PGA granting EA sports the rights to use protected logos and images to produce their PGA tour video game is an example of what?

licensing

sport organizations often use brands names and trademarks to do what from their competitors?

differentiate from

a baltimore orioles season-ticket holder who lives just north of washington DC continues to purchase is orioles season tickets even though the orioles have not won a world series in many years and were not very good last season, and even though the washington nationals are located closer to his home. what aspect of brand equity accounts for his behavior?

brand loyalty

what type of promotion is a sign on the side of a bus that showcases season ticket prices for the upcoming detroit tigers season?

advertising

distributing coupons is an example of what form of promotional marketing activity?

sales promotion