Which of these does not build brand associations?

financial investment by consumers

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

build, leverage, identify and measure, protect

Which of these is not a sign of the modern sport marketer’s view of sales?

strict reliance on quotas and commissions

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

organizational mission and value statements

Which of these is an example of marketing through sport?

using a sport team's television broadcast to advertisefinancial services

A sport fan who is enticed into buying a ticket to a game by a promotion had her consumer behavior affected by

market behavior of the sport firm

Which of these is not a key ingredient of a successful sport branding effort in today's marketplace?

a consistently winning team or athlete

Which of these is a good example of myopic marketing by sport organizations?

A major league team is having a stellar season so it cuts marketing efforts

Which of these would not be considered a major challenge for sport marketers?

the ability to bundle product benefits

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PE 411/511 Review Ch 1-7

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Questions 92

Answers

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

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