CHAPTER 1: INTRODUCTION TO SPORT MARKETING

CHAPTER 1: INTRODUCTION TO SPORT MARKETING

1.1 The following are common misconceptions about sport, except (a) There needs to be a competitive situation (b) The offering must have a standard set of rules (c) Participants need specialized equipment and facilities (d) Sport can be participated in, at various levels and in many forms, by all people 1.2 The relationship between sport and business is articulated in the definition of sport management, which is (a) The collection of skills related to the planning, organizing, directing, controlling, budgeting, leading, and evaluation of an organization or department whose primary product or service is related to sport and its related functions.(b) Paid, non-personal communications about a sport product or service through the print, broadcast, or electronic media that are designed to attract public attention and subsequent purchase.(c) The functions involved in the transfer of goods and services from the producer to the consumer.(d) The relationship between a corporation and a sport organization as a tool to develop brand image and customer loyalty as a result of the association.

1.3 Marketing is defined as (a) The collection of skills related to the planning, organizing, directing, controlling, budgeting, leading, and evaluation of an organization or department whose primary product or service is related to sport and its related functions.(b) Paid, non-personal communications about a sport product or service through the print, broadcast, or electronic media that are designed to attract public attention and subsequent purchase.(c) The functions involved in the transfer of goods and services from the producer to the consumer.(d) The relationship between a corporation and a sport organization as a tool to develop brand image and customer loyalty as a result of the association.

1.4 Which of the following is not one of the 3 C’s of marketing analysis?(a) Committees (b) Company (c) Competition Test Bank for Advanced Theory and Practice in Sport Marketing, 1e Eric Schwarz (All Chapter Answer at the end) Stuvia.com - The Marketplace to Buy and Sell your Study Material

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(d) Consumer 1.5 The concept of dividing a large, diverse group with multiple attributes into smaller groups with distinctive characteristics is called (a) Segmentation (b) Targeting (c) Positioning (d) Delivery 1.6 The assumption that 20% of customers generate 80% of sales, and that 80% of merchandise comes from 20% of the vendors is called (a) Marketing (b) A SWOT analysis (c) The escalator concept (d) The Pareto Principle 1.7 Finding the best way to get a product’s image into the minds of consumers, and hence entice the consumer to purchase the product, is called (a) Segmentation (b) Targeting (c) Positioning (d) Delivery 1.8 How a company seeks to influence the perceptions of potential and current customers regarding the image of the company and its products and services is called (a) Segmentation (b) Targeting (c) Positioning (d) Delivery 1.9 To analyze the company, we conduct a SWOT analysis. What does SWOT stand for?(a) Segmentation, work analysis, outsourcing, targeting (b) Strengths, weaknesses, opportunities, threats (c) Sponsors, workers, outsiders, teams (d) Sales, workers, orders, transactions 1.10 Niche marketing schemes are used to develop the marketing strategy for a sport product.Each of the following is part of determining the niche, except (a) The method for setting prices and associated pricing strategies (price) (b) The distribution channels to be utilized to sell products and services (place) (c) The individuals purchasing the sport product (people) (d) The method for getting information to potential consumers (promotion) 1.11 You are the new Marketing Director for a minor league baseball team. On your first day of work, you decide you need to fully understand the market by completing a market analysis.What are the three main components (3 C’s) of marketing analysis, and what specifically will you be evaluating?

1.12 Choose a sport organization of your choice and conduct a SWOT analysis.

1.13 What are the key factors utilized when identifying the economy of a sport market? Answer this question by using the sport organization chosen from Question 1.12, and conducting an analysis of the economy of their market.

1.14 Explain how the complex concepts of “sport” and “marketing” come together to form sport Stuvia.com - The Marketplace to Buy and Sell your Study Material

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marketing.

CHAPTER 2: MANAGING THE SPORT MARKETING MIX

2.1 Which of the following is not part of the sport marketing mix?(a) Place (b) Product (c) Planning (d) Promotion 2.2 In order to collect information to make more effective and efficient decisions related to the sport marketing mix, there are a series of questions falling into each of the following categories, except (a) Product impact (b) Industry popularity (c) Potential risks (d) Feasibility 2.3 In the sport market, efforts toward differentiation are centered on all of the following, except (a) Product and sales activities (b) Purchasing and distribution activities (c) Marketing communication and customer service activities (d) Information gathering and dissemination activities 2.4 What concept is utilized to represent the movement of consumers to higher levels of involvement with a specified product?(a) Dichotomous concept (b) Multiple category concept (c) Scaled response concept (d) Escalator concept 2.5 Which of the following represents an indirect consumer?(a) Light users (b) Medium users (c) Heavy users (d) Media users 2.6 Which of the following does not describe a nonconsumer as detailed in the “escalator concept”?(a) Non-aware nonconsumer (b) Aware nonconsumer (c) Classic nonconsumer (d) Misinformed nonconsumer 2.7 According to the “escalator concept,” which category would a spectator who holds season tickets fall?(a) Light users (b) Medium users (c) Heavy users (d) Media users Stuvia.com - The Marketplace to Buy and Sell your Study Material

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2.8 When positioning the sport product, which of the following is not part of the primary market?(a) Participants (b) Spectators (c) Sponsors (d) Volunteers 2.9 Place, one of the 5 P’s of the sport marketing mix, can also be referred to as (a) Position (b) Distribution (c) Situation (d) Status 2.10 What is a marketing myopia?(a) A lack of foresight in sport marketing ventures (b) A lack of creativity in sport marketing ventures (c) A lack of financing available to conduct sport marketing venture (d) A lack of qualified professionals to manage sport marketing ventures 2.11 What makes sport marketing unique?

2.12 List and discuss the steps involved in developing a sport marketing plan.

2.13 The sport product is three dimensional – tangible goods, intangible support services, and the game or event itself. Choose a sport event and describe each dimension of that sport product.

2.14 Marketing plans and strategies do not always work, mainly because there is often a lack of vision in these plans. Why do sport marketing professionals tend to focus so much on immediate goals and objectives, and less on vision and the future development of sport marketing efforts?

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