SPRING 2015
NAME: ______DATE: ______
_____1. Sport teams and leagues are recession proof.
a. True
*b. False
_____2. One thing that makes the sport product unique to market is that the core product is beyond the sport marketers' control, whereas in traditional marketing the marketer has more control.
*a. True
b. False
_____3. Although technology has evolved, fans are still consuming sport through the traditional channels of television and newspapers at the same levels today as they have for the past two decades.
a. True
*b. False
_____4. A unique aspect of sport marketing is that the price of the experience is small in comparison with the total cost of the experience.
*a. True
b. False
_____5. Which of the following is a good example of myopic marketing by sport organizations?
a. A minor league team invests heavily in sales training for its employees.
b. A sport league conducts fan surveys in an attempt to learn more about its consumers.
*c. A major league team is having a stellar season, so it drastically cuts marketing efforts.
_____6. Which of the following is not one of the reasons that the sport marketplace is unique to the marketplace of other sport products?
a. Many sport organizations simultaneously compete and cooperate.
b. Demand tends to fluctuate widely.
c. Sport has an almost universal appeal and pervades all elements of life.
*d. Consumers have virtually unlimited budgets when it comes to spending on their favorite teams.
_____7.Which of the following is not a key ingredient of a successful sport branding effort in today's marketplace?
*a. a consistently winning team or athlete
b. stickiness of an idea
c. social identity
_____8. What are the two thrusts of sport marketing?
a. sport marketing
b. the marketing of sport products to the sport consumer
c. the marketing of sport and non-sport products through sport
d. b&c
_____9. That which consists of all activities designed to meet the needs and wants of sport consumers through exchange processes is known as ______.
a. sport marketing
b.the marketing of sport products to the sport consumer
c.the marketing of sport and non-sport products through sport
d. b&c
____10. When sport marketers establish a marketing planning process (MPP), the terms strategy and tactics are essentially referring to the same thing.
a. True
*b. False
_____11. In conducting a SWOT analysis for a professional sport team, having 40 Fortune 500 companies in its city would be viewed as an internal strength.
a. True
*b. False
_____12. A sport franchise located in a market with several Fortune 500 companies nearby would be considered an external opportunity.
*a. True
b. False
_____13. Developing a sales and service plan is one of the five strategic components of marketing management.
*a. True
b. False
_____14. Having the most profitable health club in the Newark area would be a marketing goal that focuses on total sales.
*a. True
b. False
_____15. A well-established professional team in the critical trading radius would be considered an
a. internal strength
b. external opportunity
c. internal weakness
*d. external threat
_____16. What is the final step of developing an effective marketing planning process (MPP)?
a. clarify the goals and objectives of the plan
b. develops a sales and service plan
c. establish a vision, position, and purpose for the plan
*d. control and evaluate the plan
_____17. After sport marketers develop a customer database, they must ______their market in order to develop strategies which effectively reach the right targets.
a. segment
b. mission
c. internal strength
d. positioning
_____18. The continuing purpose of an organization and its marketing efforts is known as its ______.
a. segment
b. mission
c. internal strength
d. positioning
_____19. Which is not one of the four components of SWOT Analysis?
a.internal strength
b.internal weakness
c.external opportunity
d.threat external
_____20. The marketing concept of ______refers to sport marketers' designing, redesigning, or promoting products to capture a special space in target consumers' minds.
a. segment
b. mission
c. internal strength
d. positioning
_____21. The use of data and analytics to drive decision making within sport organizations has grown considerably in the last few years.
*a. True
b. False
_____22. Ethnography as a primary data collection method used in the sport industry with fans.
a. True
*b. False
_____23.Census-based demographic reports can be a source of syndicated data for a sport marketer.
*a. True
b. False
_____24. Which of the following would not be considered syndicated data?
a. U.S. Census data
b. Audience measurement (e.g., Nielsen ratings)
c. Sporting Goods Manufacturers Association (SGMA) annual report
*d. Results of a customized fan survey distributed to Philadelphia Phillies fans
_____25. A survey by a company such as Scarborough of thousands of random respondents in particular markets to detail consumer habits is called
a. Nielsen ratings
b. qualitative research
*c. demographic profiling
_____26. Which of the following would be considered a qualitative approach to collecting custom research?
a. online season-ticket holder surveys
b. in-venue fan intercepts using iPad surveys
*c. focus groups
_____27. For a sport organization, what element should drive the decision to conduct market research?
*a. business objectives
b. demand for information by fans
c. activities of other teams and organizations
d. size of the organization's budget
_____28.Any data that can be represented numerically is called ______data.
a. quantitative
b. Intercept
C. quantitative
d. quantitative
_____29. What type of research design is represented by focus groups, in-depth interviews, and ethnographies?
a. quantitative
b. Intercept
c. quantitative
d. quantitative
_____30. If the reason that you have become a season-ticket holder for the Baltimore Orioles is that your father took you to games when you were a child, then an environmental factor led to your decision to purchase the season tickets.
*a. True
b. False
_____31. What sort of involvement is represented by a person who acquires information and knowledge about a sport through things such as media accounts, interviews with coaches and players, or discussions with other fans?
*a. cognitive
b. behavioral
c. socialization
_____32-33. As a marketer for a minor league hockey team, you have decided to collect information about your fans through intercept surveys on the concourse of your arena before a game. Explain the key elements of how to collect accurate and useful data using this methodology.
Correct Answer:
Employ objective, unbiased staff in unbranded attire. As with any other market research, the respondent must be allowed to give his or her true opinion. Staff dressed in team (or sponsor) attire can sway responses, introducing unwanted bias into the analysis process.
Employ an adequate number of interviewers. Do the math before data collection to calculate how many surveys each interviewer can complete in a designated period.
Make sure that the survey or questionnaire is as short as possible while still collecting an adequate amount of data. Fans will not be likely to finish a survey that takes longer than three or four minutes to complete.
Carefully consider how you plan to sample respondents. Staff should be encouraged to select targets to approach randomly or have a scheme that forces them to consider a wide array of people, perhaps inviting every nth person to take the survey, with n dependent on crowd size.