2.01: Nature of sport and event marketing.
Who must be present for a sporting event to take place?
a. Amateurs
b. Professionals
c. Athletes
d. Spectators
c. Athletes
3.A target market can be described as the
a. sample of the market.
b. group of customers the business seeks to attract.
c. direction the market is headed.
d. way a business draws its customers.
b. group of customers the business seeks to attract.
10.When the total market is divided, one of its groups is called a market
a. share.
b. slice.
c. segment.
d. subdivision.
c. segment.
Businesses that place ads in college football programs are using the sport as a:
a. publicity medium
b. marketing tool
c. delivery system
d. pricing technique
b. marketing tool
Occupation
a. Demographic
b. Psychographics
c. Behavioral
d. Geographics
a. Demographic
What type of sporting good are you purchasing when you buy a hat that features the logo of the Carolina Panthers?
a.Team uniforms
b.Licensed merchandise
c.Novelty items
d.Athletic equipment
b.Licensed merchandise
4.When examining a market, marketers primarily notice its
a. records.
b. leaders.
c. categories.
d. merchants.
c. categories.
15.Sorting customers by their physical and social characteristics is called _________ segmentation.
a. psychographic
b. demographic
c. behavioral
d. statistical
b. demographic
When you read a magazine article about a star athlete, you are using the product of:
a. Marketing data
b. Sports information
c. Advertising media
d. Promotional records
b. Sports information
Holiday
a. Demographic
b. Psychographics
c. Behavioral
d. Geographics
c. Behavioral
1.Which of the following are characteristics of a sporting event:
a.Intangible and perishable
b.Inexpensive and regional
c.Unlimited and costly
d.Unchanging and scarce
a. Intangible and perishable
1.Liza has always wanted a horse, and she has finally saved enough money to buy one very soon. In marketing terms, Liza is a
a. market segment.
b. resource.
c. target group.
d. market.
d. market.
17.The characteristic that reflects where customers fit in the day-to-day buying routine is their
a. socioeconomic status.
b. origin or heritage.
c. personal belief.
d. life stage.
d. life stage.
The future of sport and event marketing is driven by trends.
True
False
True
Ethics
a. Demographic
b. Psychographics
c. Behavioral
d. Geographics
b. Psychographics
The business that make the sporting events available to those who cannot attend in person are:
a. radio announcers
b. stadium managers
c. corporate consumers
d. team owners
c. corporate consumers
6.The same person can be included in more than one
a. religion.
b. income level.
c. generation.
d. target market.
d. target market.
20.Jackie is interested in predicting what special events result in higher demand for chocolate. She should conduct behavioral segmentation based on
a. occasion response.
b. rate of use.
c. benefits derived.
d. loyalty response.
a. occasion response.
To know what web sites and advertisements visitors see, sports and event e-marketers would check
A.Text files
B. Direct delivery programs
C.Clickstream data
D. Internet service providers
C. Clickstream data
Location
a. Demographic
b. Psychographics
c. Behavioral
d. Geographics
d. Geographics
Which of the following is an example of marketing the sport event:
a. selling food products to a concession stand
b. delivering exercise bikes to retailers
c. distributing information about a NASCAR race
d. holding a race for a charitable organization
c. distributing information about a NASCAR race
13.Today’s customers are not influenced by mass marketing alone because they are more
a. discerning.
b. decisive.
c. determined.
d. disciplined.
a. discerning.
19.When marketers sort customers psychographically, they divide them by
a. likable traits.
b. lifestyle habits.
c. level of education.
d. loyalty to a brand.
b. lifestyle habits.
A sport/event organization that wants to obtain information about the population in a certain geographic location might use
A.Government sources
B. Telephone surveys
C. Primary databases
D.Personal questionnaires
A. Government sources
Luxury good
a. Demographic
b. Psychographics
c. Behavioral
d. Geographics
b. Psychographics