1. Activity focusing on satisfying needs and wants through exchange processes-
a. market behaviorb. marketingc. market analysis d. segmenting market
2. Marketers of traditional products use sport as a tool for all of the following except?
a. create new marketsb. market new products
c. increase consumer awareness d. design new products
3. According to data presented in the chapter, which league/level of sport has the highest percentage of fans that are male?
a. NFLb. MLBc. NBAd. NASCAR
4. T or F Sport products are tangible goods that can be seen and touched; sport services are intangible and have no visible substance.
5. T or F in the U.S., school districts that charge students a participation fee to play interscholastic sports is a rare occurrence
6. A written document outlining an organization’s strategy and the course of action necessary to implement that strategy is called a _________________.
a) Mission Statement b) SWOT Analysisc) Marketing Plan d) None
7. During the planning process, many organizations will engage in _________________, which involves members of a group generating ideas related to a problem or issue.
a) Brainstorming b) Planning groups c) Mapping d) Road Map
8. Goals, objectives, and resources of an organization are just some of the potential influences of the _________________ environment.
a) Internal b) External c) Business d) Market
9. Good _________________ are (SMART) specific, measurable, achievable, relevant and timely statements.
a) Goals b) Mission c) Objectives d) Threats
10. Product, Price, Promotion, and Place are all marketing decisions in the marketing mix known as _________________.
a) 4 P’s b) Porter’s Strategies c) Ansoff Product-Market Growth Matrix d) None
11. What is called when consumers continue to evaluate their purchase decision even after the purchase has been made?
a. reference product awarenessb. post-purchase evaluation
c. post-consumer behavior judgmentd. identification of value
12. _________ is the positive stress associated with high levels of arousal and excitement, which drives many fans to watch sport competitions.
a. motivationb. self-esteemc. BIRGingd. eustress
13. What is the second stage in the decision-making process for consumers?
a. need recognitionb. evaluation of alternatives
c. purchased. information search
14. Brand Image, loyalty, and commitment can all be measured and stored through _________________ to help support sport organizations identify necessary changes to their sport, event or venue.
a) Data Plans b) Marketing Research c) Individual Researchers d) None
15. _________________ research endeavors help sport marketers stay abreast in the constantly changing landscape of sport and consumer behaviors/preferences.
a) Descriptive b) Explanatory c) Exploratory d) All of the Above
16. _________________ research aims to answer the critical question of how and why, associated with sport consumption, to help predict future trends, behaviors, and preferences.
a) Descriptive b) Explanatory c) Exploratory d) None
17. One of the end goals of market segmentation is to take a large group of people (potential consumers) and divide them into?
a. small heterogeneous groupsb. large heterogeneous groups
c. small homogeneous groupsd. large homogeneous groups
18. What is the term used to describe the mindset of consumers?
a. psychographicsb. demographics
c. logisticsd. neurographics
19. In order to attract the female _______, sport organizations must be sure to provide women’s apparel options if they are going to extend their reach to new consumer markets.
a. psychographicb. demographic c. promotion d. mindset
20. Sometime referred to as The 4 P’s, in recent years a fifth element has been added to identify 5 P’s of: product, price, promotion, place and public relations. Together these elements combined make up the _________________.
a) Products b) Research Design c) Marketing Plan d) Marketing Mix
21. Typically the sport contest or game is the sport _________________, but it can take many other forms.
a) Entertainment b) Product c) Promotion d) Marketing
22. In the consumer’s mind quality is associated with _________________.
a) Price b) Place c) Promotion d) Product e) Public Relations
23. The fifth P of the marketing mix _________________ is used by a sport organization to attempt to maintain as positive a relationship with the public.
a) Price b) Place c) Promotion d) Product e) Public Relations
24. Another form of promotion is _________________ that involves any face-to-face communication between the seller and a potential consumer.
a) Publicity b) Sales Promotions c) Public Relations d) Personal Selling
25. Sporting ______ are defined as tangible products with physical features that offer benefits to consumers.
a. goodsb. servicesc. plansd. tech support
26. Historically, the rivalry Boston Red Sox and New York Yankee has generated intense response and attention of both fan bases. Naturally, when the Yankees come to Fenway Park, the Red Sox charge more for tickets to those games than they do for most others on the schedule. The Red Sox ticket pricing strategy here is best understood as:
a. static pricingb. bundled pricing c. variable pricing d. none of the above
27. _______ is defined as the perceived benefits of the sport product divided by the perceived price.
a. valueb. price elasticityc. quantity sold d. service quality
28. High profile boxing matches offer expensive ringside seats that are frequently occupied by celebrities. This is an example of what type of pricing?
a. referenceb. prestigec. odd-evend. customary
29. What is the name of the stage of the product life cycle that designates when a product begins to rapidly expand to new markets?
a. introductionb. growthc. maturityd. decline
30. T or F Once a sport product reaches the maturity stage of the product life cycle the sport organization/business that produces that product will no longer have to worry about consistent quality or making necessary changes that enhance the product.
Short Answer – 5 points each
In general, how might you describe an effective use of the Internet as part of the sport market segmentation process?
Select a sport product and examine the elements of its marketing mix using the 5 P’s.