Test Bank for Strategic Sport

Test Bank for Strategic Sport Marketing, 5e by Adam Karg, David Shilbury, Hans Westerbeek, Michael Naraine, Daniel Funk (All Chapters, Ch 1 Missing) 1 / 4

Contents

Chapter 2 ....................................................................................................................................... 3 Chapter 3 ....................................................................................................................................... 5 Chapter 4 ....................................................................................................................................... 7 Chapter 5 ....................................................................................................................................... 9 Chapter 6 ..................................................................................................................................... 12 Chapter 7 ..................................................................................................................................... 15 Chapter 8 ..................................................................................................................................... 18 Chapter 9 ..................................................................................................................................... 21 Chapter 10 .................................................................................................................................. 24 Chapter 11 .................................................................................................................................. 27 Chapter 12 .................................................................................................................................. 29

Note: Review questions not provided for Chapter 1

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Chapter 2 The Strategic Sport-Marketing Planning Process

Write-In/Short Answer

1) What does SSMPP stand for?

Answer: Strategic sport-marketing planning process.

2) What are the first four stages of SSMPP?Answer: The first four stages of SSMPP are: 1. analyse external environment; 2.analyse organisation; 3. examine market research and marketing information systems; 4. determine marketing mission and objectives.

3) What is a SWOT analysis? Provide an example of how an organisation might implement one.

Answer: A SWOT analysis matches the strengths and weaknesses of an organisation

with opportunities and threats within the industry. Provide an example of this.

4) What is the difference between a goal and an objective?Answer: Goals refer to the broad ‘key result areas’ for an organisation, while objectives are more specific items that give the details necessary to achieve them.

5) What is meant by product diversification? Please provide an example.Answer: Product diversification requires a firm to develop an entirely new product for the market. This can be achieved internally through a strong research and development function or via external acquisition of a new firm with a new range of product offerings.

Multiple Choice

6) Which of the following is NOT one of Porter’s (1985) five forces?A The threat of substitute products B The threat of new entrants C The bargaining power of suppliers D The threat of economic change E The bargaining power of buyers

Answer: D The threat of economic change. 3 / 4

7) Which of these completes Ansoff’s (1957) product/market expansion grid?

Existing products New products Existing markets 1 _ _ _ _ _ _ _ _ _ _ _ _ 3 Product development New markets 2 Market development 4 Diversification

A Market research B Market penetration C Market segmentation D Market expansion E Market analysis

Answer: B Market penetration.

8) Which of these is an important part of Step 3 of SSMPP?A Economic climate B Analysing external information (forces, competition, publics) C SWOT analysis D Competitive advantage E Management information systems (MIS)

Answer: E Management information systems (MIS).

9) Complete the following sentence: ‘Both the cost leadership and differentiation strategies aim to seek a competitive advantage in…’ A …a broad range of markets.B …a narrow range of markets.C …typically profitable markets.D …niche markets.E …specific market segments.

Answer: A …a broad range of markets.

10) Premium pricing for reserved seating can be extracted when:

A demand increases B demand decreases C demand exceeds supply D supply exceeds demand E additional seating is provided

Answer: C demand exceeds supply.

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