Which of these would not be considered syndicated data?

results of a customized fan survey distributed to Phillies fans

Which of these is not a reason why sport marketing is different from many other types of product marketing?

the emphasis on generating revenue

Which of these would not be considered a consumer perception factor that good sport marketers work to control?

team success and winning percentage

Which of these data are not used to populate CRM and DBM platforms within sport organizations?

organizational mission and value statements

Which of these would be considered a quantitative approach to collecting custom research?

online surveys distributed to season-ticket holders

The BLIP approach to strategic brand management is an acronym for what?

build, leverage, identify and measure, protect

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PE 411/511 Review Ch 1-7

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Questions 92

Answers

1
A strong & knowledgeable staff, a large capital reserve, & a positive reputation are all examples of internal strengths.
True
False
2
Which of these is notone of the basic stages of socialization involvement?
affective
behavioral
constructive
cognitive
3
Budget cuts that have affected high school sports have virtually no effect on professional sport fandom.
True
False
4
When establishing a marketing planning process the terms strategy & tactics are essentially referring to the same thinn
True
False
5
According to the marketing concept of the frequency escalator, who resides on the ground level?
nonaware nonconsumers
light users
heavy users
media consumers
6
the way that event staff interact with consumers (personnel and process) would be considered a sport product extension
True
False
7
The use of data to drive decision making within sport organizations has grown considerably in the last few years
False
True
8
It is typically easier to collect data from business owners of sports tickets than fans who use sports tickets.
True
False
9
Formation of brand association for athletes is important in relation to securing endorsement contracts from corporations
False
True
10
Which of these would be considered a qualitative approach to collecting custom research?
direct mail poll
focus groups
online season-ticket holder surveys
in-venue fan intercepts using iPad surveys
11
Although designed for competition & participation, apparel offers people the opportunity to demonstrate team affiliation
True
False
12
Which of these would not be considered syndicated data?
audience measurement (e.g., Nielsen ratings)
Scarborough report
results of a customized fan survey distributed to Phillies fans
U.S. census data
13
The ability to gain access to a potential customer is an important part of market segmentation.
False
True
14
What part of developing the marketing plan involves finding an unmet need and defining it?
market segmentation
developing the market
product development and positioning
developing the five Ps
15
Which of these is not a reason why sport marketing is different from many other types of product marketing?
the emphasis on generating revenue
the financial model of sport production
the market for the product
the fundamental difference of the sport product itself
16
Nike’s “Just Do It” is an example of _________.
product extension
Tagline
product positioning
USP
17
What is the second stage in building brand equity?
brand image
team/athlete/product success
brand awareness
product differentiation
18
A pro sport team that uses Nielsen ratings from their game broadcasts to set advertising rates is using syndicated data.
False
True
19
Product development includes the generation, screening, and implementation of ideas.
False
True
20
Which of these is a component of state-of-being segmentation?
attitudes
interests
geography
opinions
21
Which of these is notone of Porter’s Five Forces?
industry rivals
poor product attributes
bargaining power of suppliers
bargaining power of buyers
22
Which of these benefits are not enjoyed by teams with higher brand equity?
They win more frequently.
They can change a premium for their products.
There is more corporate interest in the team.
Their revenue is not as affected by losing.
23
. For a sport organization, what element should drive the decision to conduct market research?
activities of other teams and organizations
size of the organization's budget
business objectives
demand for information by fans
24
A person who attends a game so that she can spend time with friends is motivated by _______.
self-concept
perception
cultural norms
socialization
25
Which of these would not be considered a consumer perception factor that good sport marketers work to control?
venue cleanliness
scarcity of tickets
fan exposure to violence
team success and winning percentage
26
The frequency, & intensity of involvement in a sport or the willingness to expend money, & energy in a pattern of sport
socialization
commitment
cultural norms
external behavior
27
In the decision-making process of a potential consumer, which step follows need recognition?
purchase decision
experience
alternative evaluation
information search
28
Which of these is not one of the five Ps of the sport marketing mix?
positioning
price
product
place
29
Increased sales of merchandise can be a by-product of strong brand equity.
False
True
30
From 2011 to 2018, ESPN lost 14 million cable tv subscribers, costing the company over a billion dollars annually.
True
False
31
Which of these data are not used to populate CRM and DBM platforms within sport organizations?
organizational mission and value statements
customer demographic information
customer complaints and concerns
purchase history
32
The sport product is unique because the game is just one element of a larger ensemble.
True
False
33
Approaching fans on the concourse of an arena before a sport starts & asking to complete a survey on an iPad is ex. of:
online surveying
chatbot surveying
focus group surveying
intercept surveying
34
Cheerleaders, mascots, and concessions are examples of product extensions.
True
False
35
Few sport venues have the ability to generate significant revenue beyond game days.
False
True
36
Which of these would be considered a quantitative approach to collecting custom research?
ethnographic studies of fan club member behavior
in-depth interviews with employees
focus groups with sponsors
online surveys distributed to season-ticket holders
37
The BLIP approach to strategic brand management is an acronym for what?
base, level, investment, perform
build, leverage, identify and measure, protect
branding logos and intellectual property
believe, love, integrate, produce
38
1 of the benefits of segmenting a market is that a sport org can customize its marketing efforts to reach given segments
False
True
39
The price of the sport product itself is invariably quite small in comparison with the total cost
False
True
40
Which of these is not considered a source of brand association with a team?
team rivalries
the team's agency partners
the team venue
the team's owners
41
Which of these would be considered an environmental factor that affects consumer behavior?
perception
personal motivation
stage in life cycle
technology
42
which of these is not a component of the core event experience or game presentation?
venue
product extensions
game form (rules and techniques)
equipment and apparel
43
The idea that the most heavy product usage is produced by a relatively small number of consumers is known as _____.
niche strategy
geo-demographic segmentation
cluster analysis
80-20 rule
44
What early example of sport marketing was used to help market cigarettes?
inserts depicting the lineage of famous racing horses
pictures of notable boxers
baseball player cards
mail-in entries to win sporting goods
45
Income, age, family status, number of children, and profession are all variables in state-of-mind segmenting.
True
False
46
if consumer have favorable emotion toward a sport org, sponsor want that emotional involvement to ____ the sponsor brand
overtake
transfer to
diminish
compete with
47
Many sport consumers consider themselves experts.
False
True
48
A short-term focus rather than identifying & satisfying the needs and wants of consumers for long-term benefits
marketing myopia
market segmenting
Sales
Promotion
49
Developing a sales and service plan is one of the five strategic components of marketing management.
True
False
50
Cash cows, stars, and dogs are terms used to describe organizational products using what marketing model?
Boston Consulting Group Matrix
product life cycle
Porter’s five forces
brand positioning map
51
A sound marketing plan can work effectively independent of an organization’s overall strategic plan.
True
False
52
Which of these is a good example of myopic marketing by sport organizations?
An athletics department develops a new ticket package based on fan demand
A minor league team invests heavily in sales training for its employees.
A sport league conducts fan surveys to learn more about its consumers.
A major league team is having a stellar season so it cuts marketing efforts
53
What is the first stage in building brand equity?
brand image
brand awareness
team/athlete/product success
product differentiation
54
A sport fan who is enticed into buying a ticket to a game by a promotion had her consumer behavior affected by
a significant other
market behavior of the sport firm
cultural norms
the sport opportunity structure
55
Census-based demographic reports can be a source of syndicated data for a sport marketer
True
False
56
Simultaneous production and consumption is a unique aspect of sport marketing as far as price is concerned.
True
False
57
A person involved in hands-on activities such as participating in the sport itself or cheering on his team is class
cognitive
socialization
affective
behavioral
58
Which of these is nota common way in which brand marketers have used interest in sports to sell their products?
in-venue advertising
media broadcasts
telemarketing
athlete endorsements
59
The values and lifestyle (VALS) typology helps with what sort of market segmentation?
state-of-mind
state-of-being
product benefits
product usage
60
For a sport organization, business objectives should always drive decisions when conducting market research.
False
True
61
Which of these does not build brand associations?
satisfying consumer needs
social benefits of following the brand
financial investment by consumers
fan identification
62
Dividing a market by age, income, or gender is an example of what sort of segmentation?
state-of-mind
state-of-being
product usage
product benefits
63
What sport marketing giant was originally known as Blue Ribbon Sports?
IMG
ESPN
Under Armor
NIKE
64
Analyzing the market and the organization is one of the five strategic components of marketing management.
True
False
65
In Kotler’s black box model, what does the black box represent?
purchase options
product attribute possibilities
external (environmental) factors
the buyer’s mind
66
A strong marketing plan will only be successful if the marketer achieves support from senior managers.
True
False
67
Good sport marketers can develop a strong brand image even before establishing brand awareness.
True
False
68
Which of these is not a key ingredient of a successful sport branding effort in today's marketplace?
media interest
stickiness of an idea
a consistently winning team or athlete
social identity
69
A CRM software database system provides sport marketers with
evidence of a successful strategy
a 360-degree record of all customer interactions
incentives to discount tickets
a tool to stimulate product innovations
70
Geo-demographic clustering matches age, gender, and education profiles.
False
True
71
Which of these would not be considered a major challenge for sport marketers?
the core game being only one element of a larger ensemble
the ability to bundle product benefits
the inconsistency of sport performance
little control over the core product
72
Which of these would likely be considered a niche?
fans who play eSports 15+ hours a week
fans with incomes over $100,000
fans who like the grace and elegance of figure skating
fans of competitive eating
73
In sport marketing, positioning the product in the same way to all potential consumers is typically very effective.
True
False
74
Playing tennis is an ex of behavioral involvement in the sport but taking tennis lessons = commitment to the sport.
False
True
75
What is the first step in the consumer decision-making process?
evaluating alternatives
product sampling
conducting an information search
the need or desire to solve a problem
76
A unique aspect of sport marketing is the price of the experience is small compared to the total cost of the experience
True
False
77
Data that have been collected, organized, and repackaged for consumption are referred to as
primary data
syndicated data
limited-use data
custom research
78
Brand equity builds brand loyalty.
False
True
79
Which of these is not a sign of the modern sport marketer’s view of sales?
use of data to assist sale efforts
strict reliance on quotas and commissions
incorporating sales tactics in the overall marketingstrategy
extensive training of sales employees
80
Effective sport marketers focus greater energy & resources on attracting new customers > servicing existing customers
False
True
81
Product development is how the consumer views your product.
False
True
82
sport marketers focus greater energy and resources on attracting new customers rather than servicing existing customers.
True
False
83
A sound marketing plan can work effectively independent of an organization’s overall strategic plan.
False
True
84
Ray thought that Nike shoes were high quality & price. This belief would constitute the product's position in the market
False
True
85
Sport marketer placing an ad on the right radio station at the right time to reach the right customer would be an ex of
accessibility
responsiveness
niche segmenting
identifiability
86
The name, logo, and symbols associated with the sport organization are components of the __________.
promotion
place
brand
product
87
Which of these is an example of marketing through sport?
broadcasting a team's away games only
using a sport team's television broadcast to advertisefinancial services
scheduling games so as not to conflict with otherevents
using billboards to advertise a team's schedule
88
Which of these would not be considered an environmental factor that affects consumer behavior?
political factors
demographic categories
physical characteristics
technology
89
Which of these is not an example of marketing myopia?
greater emphasis on short-term sales compared withlong-term strategy
confusing marketing and promotions
relying on market research to make decisions
reliance on winning to help market the product
90
Branding refers to the name, logo, and symbols associated with a sport organization.
False
True
91
promo to attract families brings families to the game = Ex of success in identifiability in terms of market segmentation
False
True
92
Which of these is a prominent way sport organizations leverage their brand while avoiding additional cost or risk?
brand extension
brand equity
licensing
line extension

PE 411/511 Review Ch 1-7 Flashcards | StudBud