Sport marketing
Sport Marketing Challenge
Test your knowledge in sport marketing with our engaging quiz! Dive into a variety of questions that cover everything from branding to market segmentation, and discover how well you understand this dynamic field.
Key Features:
- Multiple choice format
- Challenging questions
- Immediate feedback on answers
According to Mullin et al., (2014) what is the world's strongest sport team brand?
New York Yankees
Manchester United
Real Madrid
Dallas Cowboys
Los Angeles Lakers
Which of the following is not one of the reasons that the sport marketplace is unique to the marketplace of other sport products?
Many sport organizations simultaneously compete and cooperate.
Demand tends to fluctuate widely.
Sport has an almost universal appeal and pervades all elements of life.
Consumers have virtually unlimited budgets when it comes to spending on their favorite teams.
All of the above make the sport marketplace unique.
Which of the following is not a key ingredient of a successful sport branding effort in today's marketplace?
A consistently winning team or athlete
Stickiness of an idea
Social identity
Media interest
Monetization and marketing metrics
Which of the following would not be considered a major challenge for sport marketers?
The ability to bundle product benefits
The inconsistency of sport performance
The core game being only one element of a larger ensemble
The place of the product positioning
Little control over the core product
Most traditional products will see consistent sales throughout the year, whereas a sport product has high-volume times and low-volume times.
Is applicable for all sports
Is applicable for soccer
Is applicable for outdoor sports
Is applicable for participation events
Is applicable for spectator events
According to Mullin et al., (2014) which of the following would not be considered syndicated data?
U.S. Census data
Audience measurement (e.g., Nielsen ratings)
Sporting Goods Manufacturers Association (SGMA) annual report
Results of a customized fan survey distributed to Philadelphia Phillies fans
The student satisfaction survey
Which of the following is an example of marketing through sport?
Broadcasting a team's away games only
Scheduling games so as not to conflict with other events
Using a sport team's television broadcast to advertise financial services
Using billboards to advertise a team's schedule
A league campaign
Formation of brand association for athletes is important in relation to securing endorsement contracts from corporations.
Is applicable for all athletes
Is applicable for Olympic athletes
Is applicable for national team athletes
Is applicable for youth athletes
Is applicable for soccer players
Which of the following is not an example of marketing myopia?
Reliance on winning to help market the product
Greater emphasis on short-term sales compared with long-term strategy
Relying on market research to make decisions
Confusing marketing and promotions
Arrogance and lazyness
__________ is the ability of a consumer to name the brand's existence when its product category is mentioned.
Brand awareness
Brand equity
Brand management
Brand agent
Brand value
In 2008, the NFL established a fan code of conduct that banned certain types of behaviour. Which of the following types of behaviour would not result in ‘ejection without refund and loss of ticket privileges for future games’.
Behaviour that is unruly, disruptive, or illegal in nature
Singing or chanting songs that have not be previously approved by the home team
Intoxication or other signs of alcohol impairment
Failing to follow instructions of stadium personnel
Verbal or physical harassment of opposing team fans
Which of the following statements describes an application of the 80-20 rule in the field of sport marketing?
Eighty percent of team revenue should come from tickets, and 20 percent should come from sponsorship.
Eighty percent of sport event attendees should purchase their tickets before the event, and 20 percent will be walk-up buyers.
Eighty percent of market consumption comes from 20 percent of the consumers.
Eighty percent of the marketing budget should be spent on targeted efforts, and 20 percent should be spent on mass-marketing initiatives.
Eighty percent of an event income should come from sponsorship, and 20 percent should come from ticket sales.
Which of the following are not associated with the ‘stickiness’ of any product or idea?
Unexpectedness
Credibility
Emotion
Complexity
Narratively
Which of the following is not a source of brand association with a team?
Logo
Mascot
Coaches
Players
Stadium staff
Which of the following statements is true?
The reason that more children play hockey and more adults watch hockey in the Northeast United States and more children play football and more adults follow football in the Southeast United States is founded in individual factors.
Income, age, family status, number of children, and profession are all variables in state-of-mind segmenting.
Lisa stated that she thought that New Balance trainers were high quality and high priced. This belief would constitute the product's position in the market place.
Sport organizations that enjoy high brand equity typically charge lower prices for their product and extensions compared with organizations that have lower brand equity.
Product development is how the consumer views your product.
For a sport organization, what element should drive the decision to conduct market research?
Business objectives
Demand for information by fans
The organization’s mission statement
Activities of other teams and organizations
Size of the organization's budget
According to the marketing concept of the frequency escalator, who resides on the ground level?
Heavy users
Light users
Media consumers
Nonaware nonconsumers
Potential consumers
Tickets, programmes and memories and artefacts are all examples of?
Core elements of the sport product
Elements associated with brand value
Hybrid products and electronic products
Examples of product extensions
Product positioning
Which of the following would not be an effective way to procure accurate and unbiased results from a fan intercept survey conducted during a sporting event?
Ensure that those collecting the surveys are attired in team gear.
Use an ample number of data collectors.
Keep the survey short enough that spectators can complete it in less than four minutes.
Use a random sampling scheme to approach a representative sample of attendees.
Make sure the data collectors are sufficiently informed about who they should approach and how the participants should complete the survey.
When sport marketers use ____________ segmentation, they account for customers who consume the product at various levels or frequency.
Product usage
Product awareness
Product sensitivity
Product differentiation
Product promotion
Sergio Zyman, long time marketing whiz of Coca-Cola, described positioning as a matter of manging the five images of any organisation or product. Which of the following are not included in his five images?
Trademark imagery
Product imagery
Associative imagery
Package imagery
User imagery
The success of local business of a sport organization is measured against how well, you sell your tickets, local media and sponsorship programs.
True for all sport organisations
True, but only for professional sport organisations
True, but not for subsidised events
False if the work is done by volunteers
False
Which of the following statements is false?
Product development includes the generation, screening, and implementation of ideas.
One of the benefits of segmenting a market is that a sport organization can customize its marketing efforts to reach given segments.
One thing that makes the sport product unique to market is that the core product is beyond the sport marketers' control, whereas in traditional marketing the marketer has more control.
A sport franchise located in a market with several Fortune 500 companies nearby would be considered an external opportunity.
A single 23-year-old white male from Rotterdam who has a master's degree and earns €42,000 a year would be an example of a state-of-mind profile.
In the decision process for sport involvement model, which step comes after ‘evaluation of choices’?
Sport experience
Evaluation of experience
Awareness or information search
Purchase decision
Satisfaction and repetition
Which of the following is typically not considered one of the stages of the product life cycle?
Introduction
Growth
Maturity
Extension
Decline
Which of the following is a false statement?
Developing a sales and service plan is one of the five strategic components of marketing management.
According to the concept of the frequency escalator, sport marketers are wise to invest more resources into retaining current customers (and growing their affinity) than into attracting new fans.
Team performance and winning are one of the five strategic components of marketing management within sport organizations.
If the reason that you have become a season-ticket holder for Nottingham Forest Football Club, is that your father took you to games when you were a child, then an environmental factor led to your decision to purchase the season tickets.
Playing tennis is an example of behavioural involvement in the sport, whereas taking tennis lessons constitutes commitment to the sport.
The widely used methodology that counts the minutes that a brand is displayed during a game or event broadcast and applies a conversion factor to estimate the advertising-equivalent value is called
Intercepts
Broadcast exposure research
Custom research
Audience measurement
Qualitative research
The top professional sports league by revenue is
NBA
Premier League
MLB
La Liga
NFL
What are the three most critical components that a marketer needs to examine to segment a market effectively?
Identifiability, accessibility and price sensitivity
Identifiability, accessibility and responsiveness
Accessibility, responsiveness and geography
Accessibility, price sensitivity and geography
Responsiveness, price sensitivity and identity
Which of the following is a definition of affective involvement in sport?
The attitudes, feelings, and emotions that a consumer has toward an activity developed through activities like watching certain advertisements, pre game activities etc
The acquisition of information and knowledge about a sport through means such as media accounts, interviews with coaches and players, or discussions with other fans
The hands-on doing, such as participation in the sport itself or activities like watching, listening, and cheering, either in the venue or through media consumption
How many times a week an individual participates different sports
How responsive an individual is to a sport marketing campaign
If a golf course owner split the market into those who played the course 1 to 5 times a year, those who played it 6 to 10 times a year, and those who were members and played 11 or more times a year, which type of market segmentation would she be using?
State of being
State of mind
Product benefits
Product usage
Product positioning
That which consists of all activities designed to meet the needs and wants of sport consumers through exchange processes is known as __________.
Sport marketing
Product positioning
Strategic planning
Brand development
Needs analysis
When a sport marketer targets a certain population based on the reasons that those consumers engage with the product, such as the opportunity to socialize or the chance to relieve stress, what sort of segmentation is the marketer using?
Product benefits
Product usage
State-of-mind
State-of-being
Price sensitivity
Which part of the purchase decision-making process is the following statement related to? “If satisfied, consumer will repeat the experience and perhaps build a stronger identity or affinity with the activity. If dissatisfied, consumer will reduce or abandon the activity”.
Need recognition
Purchase decision
Experience
Evaluation
Post evaluation behaviour
The average ticket price in the NFL broke the $100 for a single game visit. *
True
True, but only for international games
True, but only for play-off games
True, but only for conference finals
False
Which of the following is not a defined level at which consumers make choices about their involvement with a sport product?
Product family
Product class
Product line
Product type
Product price
According to Mullin et al., (2014) which of the following is not a typical sport and entertainment segment for ticket marketing?*
Male fans
Female fans
Children
The elderly
Students
Which of the following can a sport marketer not manipulate to make the brand associations more positive?
The owner
Players
Head coaches
Rivalries
The final score
Which of the following is not one of the four bases of segmentation?
State of mind
State of being
State of awareness
Product benefits
Product usage
A college athletics department gives complimentary tickets to potential spectators with hopes that they have an enjoyable experience and will become season-ticket holders. What style in the learning process is the athletics department using to affect consumer behaviour?
Do-feel-learn
Feel-learn-do
Do-learn-feel
Learn-do-feel
Feel-do-learn
_________ consists of dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behaviour who might require separate products or marketing mixes.
Product differentiation
Market segmentation
Market targeting
Market positioning
Product positioning
A sport marketer placing an ad on the right radio station at the right time to reach the right customer would be an example of
Identifiability
Accessibility
Responsiveness
Segmenting
Differentiation
What type of research design is represented by focus groups, in-depth interviews, and ethnographies?
Quantitative
Qualitative
Mixed methods
Ineffective
Effective
What does USP stand for?
Unified selling price
Unfailing sales price
Unique selling position
Unbeatable sales promotion
Unique selling point
Technological advances, shifts in consumer tastes, and increased competition, all of which reduce demand for a product are typical of which stage in the PLC?
Decline stage
Introduction stage
Growth stage
Maturity stage
Development stage
When a sport company make marketing decisions by considering consumers' wants and the long-term interests of the company, consumer, and the general population, they are practicing which of the following principles?
Innovative marketing
Consumer-oriented marketing
Value marketing
Societal marketing
Ambush marketing
Theories of innovation suggest that consumers grapple with five perceptual issues as they decide whether to adopt a product innovation. Which of the following is not one of these perceptual issues?*
Strong customer loyalty
Relative advantage of the new product over old preferences
Communicability of benefits
Complexity or difficulty in adoption and use
Divisibility into smaller trail portions
Promotion is not designed to do what?
Persuade customers
Inform customers
Force customers
Influence customers
Motivate customers
Marketing theorists distinguish segments from niches largely based on _______________
Market share
Size and competition
Value and performance
Fads and trends
Scope and possibility
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