Sports Marketing Final

The price of the sport product itself is invariably quite small in comparison with the total cost paid by the consumer
True
Budget cuts that have affected high school sports have virtually no effect on professional fandom
False
Most traditional products will see consistent sales throughout the year, whereas a sport product has high-volume times and low-volume times
True
Simultaneous production and consumption is a unique aspect of sport marketing as far as price is concerned
False
Many other products may offer the same core benefits as sport
False
A primary focus on producing and selling goods and services rather than identifying needs and wants of consumers and their markets is known as
marketing myopia
A strong and knowledgeable staff, a large capital reserve, and a positive reputation are all examples of internal strengths
True
Analyzing the market and the organization is one of the five strategic components of marketing management
True
Having the most members of any health club in the Newark area would be a marketing goal that focuses on market share
True
Having a large percentage of high-income sport fans would be an example of an
external opportunity
According to the marketing concept of the frequency escalator, who resides on the ground level
nonaware nonconsumers
What are the four P’s of the marketing mix?
Product, Place, Price, Promotion
What part of developing the marketing plan involves finding a unmet need and defining it?
developing the market
What does a CRM software database provide?
360-degree record of all customer interactions
Success in marketing is determined only through the consumer’s eyes
True
The essential strategies of capture, communicate, and close for the ticket marketing, sales, and service model are followed by the recommended tactics for executing these strategies that include retain, grow, and acquire
False
Socialization is e process by which people assimilate and develop the skills, knowledge, attitudes to perform various social roles involving two-way interaction between the individual and the environment
True
What is the first step in the purchase decision-making process?
Need Recognition
A sport fan who is enticed into buying a ticket to a game by a game promotion had his consumer behavior affected by
Market behavior of the sport firm
What stage of the life cycle are sports marketers marketing to people who have time and money to participate or attend
single, retired
What is an environmental factor that affects consumer behavior?
perception
A person involved in hands-on activities such as participating in the sport itself or watching, listening, and cheering on her team is classified as having what sort of sport involvement?
Behavioral
What individual factor is related to what a person thinks of themselves
self-concept
The frequency, duration, and intensity of involvement in a sport or the willingness to expend money, time, and energy in a pattern of sports involvement is referred to as
commitment
What would be considered a consumer perception factors that good sport marketers work to control
Scarcity of tickets, venue cleanliness, fan exposure to violence
A professional sport team that uses Nielsen ratings from their game broadcasts to set advertising rates is using syndicated data
True
Qualitative research provides organizations with in-depth research that provides deep insight
True
For a sport organization, business objectives should always drive decisions when conducting market research
True
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
What is data that has been collected, organized, and repackaged for consumption?
syndicated data
What would be considered a quantitative approach to collecting custom research?
online surveys distributed to season-ticket holders
What would be an effective way to procure accurate and unbiased results from a fan intercept survey conducted during a sporting event?
Use an ample number of data collectors, Keep the survey short enough that spectators can complete it in less than four minutes,
use a random sampling scheme to approach a representative sample of attendees
What is the most expensive method of data collection?
In-person intercepts
The ability to gain access to a potential customer is an important part of market segmenting
True
A sport marketer creates a promotion to attract families, and families attend the game. This promotion was successful in identifiability in term of market segmenting
True
In the field of sport marketing, positioning the product in the same way to all potential consumers is typically very effective
False
Many major league teams capture information about their customers or prospective customers and then segment those customers by their demographic information to so their likelihood of buying tickets to future game
True
A sport marketer placing an ad on the right radio station at the right time customer would be an example of
accessibility
What is a component of state-of-mind segmentation
Attitudes
Although designed for competition and participation, apparel offers people the opportunity to demonstrate team affiliation
True
Few sport venues have the ability to generate significant revenue beyond game days
False
Cheerleaders, mascots, an concessions are examples of product extensions
True
Teams and franchises have much more volatile and unpredictable product life cycles than those of their sport overall
True
In sport marketing, the way that event staff interact with consumers would be considered a sport product extension
False
What is an example of the core event experience or game presentation?
game form, equipment and apparel, venue
What is the comparison of 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?
brand equity
What are the elements of the sport product strategy?
differentiation, product development, branding
What are the stages of the product life cycle?
introduction, growth, maturity
What makes the sport marketer 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
Within the sport industry, which of the following are least likely to have fulltime staff members dedicated to data
research and analysis?
A college athletic department
Which of the following is not an example of marketing myopia?
relying on market research to make decisions
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
Marketing Myopia
playing tennis is an example of behavioral involvement in the sport, whereas taking tennis lessons constitutes commitment to the sport
True
A recent trend in major sport facility design and renovation is to eliminate club seats and replace them with large
luxury suites.
False
Design, politics, and sense of safety are all factors related to the surrounding area in selecting the site of a sport facility.
True
In sport marketing terms, which element is not part of the sport product strategy?
Pricing
Although designed for competition and participation, apparel offers people the opportunity to demonstrate team
affiliation.
True
In sport marketing terms, the way that event staff interact with consumers (personnel and process) would be
considered a sport product extension.
False
Few sport venues have the ability to generate significant revenue beyond game days.
False
_________ _________ involves the creation of new benefits to offset existing perceptions or assumed negatives
related to the sport product or service.
Benefit selling
This pricing concept involves pricing tickets based on preferred days for viewing opponents, part of the season, and location of the seat
Variable Pricing
A game promotion (e.g., bobblehead doll giveaway) can increase the value of the experience for the spectator
while not requiring the sport organization to lower the price.
True
Major onetime events of limited duration, developed to enhance the awareness, appeal, and profitability of a
tourism destination are called __________ ___________.
Hallmark event
Which of the following is not a reason for the explosive growth of sport sponsorships over the last three decades?
continued decrease in the cost of sport sponsorships
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
Committment
Which of the following is typically not considered one of the stages of the product life cycle?
Extension
In sport marketing terms, which of the following is not a component of the core event experience or game
presentation?
Product extensions