SPTE 380 FINAL EXAM (past exam questions)

What is the image below depicting?

Frequency escalator

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 ____________.

Market segmentation

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

Marketing Myopia

In sport marketing terms, which element is not part of the sport product strategy? a. pricing b. differentiation c. product development d. branding

Pricing

Which of the following would not be considered a consumer perception factor that good sport marketers work to control? a. scarcity of tickets b. venue cleanliness c. team success and winning percentage d. fan exposure to violence

Team success and winning percentage

Where is the entry-level sales position for most professional sport teams? a. premium sales b. suite sales c. telemarketing d. corporate sales

Telemarketing

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

True

Although designed for competition and participation, apparel offers people the opportunity to demonstrate team affiliation.

True

Cheerleaders, mascots, and concessions are examples of product extensions.

True

Cost relates not only to overall cost but also to such aspects as payment options and value received for the purchase price.

True

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

True

Formation of brand association for athletes is important in relation to securing endorsement contracts from corporations.

True

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

True

Increased sales of merchandise can be a by-product of strong brand equity.

True

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

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

True

One drawback of lowering a price is that it can cheapen the value of the product.

True

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

True

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

True

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

State-of-being segmentation is generally easier to measure than state-of-mind or product benefits.

True

Teams and franchises have much more volatile and unpredictable product life cycles than those of their sport overall.

True

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

True

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

True

The stadium or arena in which a team plays can be a source of brand association with the team.

True

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: a. socialization b. commitment c. external behavior d. cultural norms

Commitment

When it comes to the sport product, the addition of the 3-point line in basketball, trying to protect a defenseless player in football or adding a pitch clock in baseball are all examples of changes in: a. equipment and apparel b. venue c. game form d. personnel and process

Game form

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.

False

Budget cuts that have affected high school sports have virtually no effect on professional sport fandom

False

E-mail communication with customers is most effective when it is done only to share product offers.

False

Few sport venues can generate significant revenue beyond game days.

False

Focus groups typically include less than five participants.

False

Good sport marketers can develop a strong brand image even before establishing brand awareness.

False

In sport marketing terms, the way that event staff interact with consumers (personnel and process) would be considered a sport product extension.

False

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

False

In the field of sport marketing, the terms price and cost are interchangeable.

False

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

False

Marketers of sporting goods and services greatly discount the interest of fans as participants, focusing on those that consume sport through media almost exclusively.

False

Perceived quality, one element of brand equity, can be defined as the likelihood and ease with which a brand name will be recalled.

False

Simultaneous production and consumption is a unique aspect of sport marketing as far as price is concerned.

False

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: a. identifiability b. accessibility c. responsiveness d. segmenting

Accessibility

The attitudes, feelings, and emotions that a consumer has toward an activity developed through activities like pep rallies, tailgating, or even watching certain advertisements is known as: a. Behavioral involvement b. Affective involvement c. Cognitive involvement d. None of the above

Affective involvement

Which of the following would not constitute a product extension? a. athletes b. cheerleaders c. in-game promotions d. concessions

Athletes

Which of the following is a component of state-of-mind segmentation?: a. geography b. age c. attitudes d. ethnicity

Attitudes

Most people in the southeastern United States love college football more than people in other regions of the country. What is your favorite thing about college football? _____________________: a. Double negative b. Double barreled question c. Biased/leading question d. None of the above

Biased/leading question

The name, logo, and symbols associated with the sport organization are components of the __________. a. product b. place c. promotion d. brand

Brand

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

Brand equity

In sport marketing terms, __________ __________ refers to the set of assets and liabilities linked to a brand-its name and symbol-that add to or subtract from the value provided by a product or service to a firm or that firm's customers.

Brand equity

When the Cubs won the World Series, you were: ____ with friends ___ watching TV _____ at a bar _____ not a baseball fan ___ with family ___ not watching ____ at home: a. Double negative b. Categories are not mutually exclusive c. Biased/leading question d. All of the above

Categories are not mutually exclusive

The acquisition of information and knowledge about a sport through means such as media accounts, interviews with coaches and players, or discussions with other fans is known as: a. Behavioral involvement b. Affective involvement c. Cognitive involvement d. None of the above

Cognitive involvement

Consumer satisfaction = product benefits - ___________________: a. Product value b. Time value of money c. Costs d. Inflation

Costs

Which of the following would be considered an environmental factor that affects consumer behavior? a. personal motivation b. cultural norms c. stage in life cycle d. perception

Cultural norms

For most sport teams, the sales generation process starts with: a. telemarketing b. database marketing c. a winning team d. advertising

Database Marketing

What part of developing the marketing plan involves finding an unmet need and defining it? a. developing the five Ps b. developing the market c. market segmentation d. product development and positioning

Developing the market

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.

Ensure that those collecting the surveys are attired in team gear

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

Extension

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

External Opportunity

Experiencing a struggling global economy would be an example of an: a. internal strength b. external opportunity c. internal weakness d. external threat

External Threat

When sport marketers perform __________ __________, they identify the likelihood of a potential purchase and spend amount by a prospective customer.

Lead scoring

A sport fan who is enticed into buying a ticket to a game by a game promotion had his consumer behavior affected by: a. a significant other b. cultural norms c. market behavior of the sport firm d. the sport opportunity structure

Market behavior of the sport firm

The first step in the purchase decision-making process is: a. evaluation of choices b. need recognition c. purchase decision d. information search

Need Recognition

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 nonconsumers

Nonaware Nonconsumer

Which of the following would be considered a quantitative approach to collecting 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

Online surveys distributed to season-ticket holders

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

Positioning

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.

Product development

In sport marketing terms, which of the following is not a component of the core event experience or game presentation? a. game form b. product extensions c. equipment and apparel d. venue

Product extensions

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? a. state of being b. state of mind c. product benefits d. product usage

Product usage

In the decision-making process, those consumers who evaluate their experience and find themselves to have experienced only marginal satisfaction are most likely to: a. Repeat the experience b. Drop out or not return c. Reevaluate their decision d. Take their ball and go home

Reevaluate their decision

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

Relying on market research to make decisions

What is the process of moving goods and services from the product producers into the hands of those who will benefit most from their use? a. marketing b. sales c. positioning d. needs assessment

Sales

This individual factor is related to what a person thinks of himself or herself: a. socialization b. self-concept c. perception d. cultural norms

Self-concept

Which of the following is not true in regard to why price is a critical element in the marketing mix? a. Sport marketers have little control over price. b. In certain market conditions, price is one of the most effective tools. c. Price is highly visible. d. Price is never far from the consumer's mind.

Sport marketers have little control over price.

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

State-of-being

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

Syndicated Data

Which of the following is not considered a source of brand association with a team? a. the team's owners b. the team venue c. the team's agency partners d. team rivalries

The team's agency partners

What does the letter "T" stand for in SWOT analysis?

Threats

When it comes to the sport product, a lack of clear and visible signs within a venue or its parking areas is a failure in the area of personnel and process.

True

This pricing concept involves pricing tickets based on preferred days for viewing opponents, part of the season, and location of the seat. a. price smoothing b. user segmenting c. lead time d. variable pricing

Variable pricing

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

a 360-degree record of all customer interactions

Which of the following groups are consumers of sport marketing research: a. Professional sport leagues b. Professional sport teams c. Sponsors d. All of the above

d. All of the above

Which of the following is a motivating factor of involvement with sport? a. Achievement and self-esteem b. Health and fitness c. Fun and festival d. All of the above

d. All of the above

Product development does not include which of the following: a. Idea generation b. Idea screening c. Idea implementation d. None of the above

d. None of the above

Which of the following is not true of direct mail? a. Calls for additional labor to input data b. Offers opportunity for confidentiality c. Declining in popularity d. None of the above

d. None of the above

State-of-being segmentation includes which of the following: a. sexual orientation b. ethnicity c. geography d. all of the above

d. all of the above

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 individual teams d. all of the above

d. all of the above

Which of the following is an example of benefit selling? a. dynamic ticket pricing b. high-pressure telemarketing tactics c. using a star athlete in promotional materials d. flex plan ticket books

flex plan ticket books

When consumers make decisions about adopting a new product, which of the following issues are they typically not concerned with? a. relative advantage of the new product over their old preferences b. compatibility with their own values c. ability to try new product in smaller trial portions d. the cost of product development expended by the sport organization

the cost of product development expended by the sport organization