Question 1

Usage rate segmentation is rooted in the concept of the 80/20 rule,which suggests that

Accepted Answer

A) 80% of the customers are season ticket holders while 20% attend only one game a year 
B) 20% of the customers attend more than one game a year while 80% only attend one game a year 
C) 20% of the customers generate 80% of the revenue and profit 
D) 80% of the customers generate 20% of the revenue and profit 
A) 80% of the customers are season ticket holders while 20% attend only one game a year 
B) 20% of the customers attend more than one game a year while 80% only attend one game a year 
C) 20% of the customers generate 80% of the revenue and profit 
D) 80% of the customers generate 20% of the revenue and profit C

Question 2

Sociodemographic characteristics used to describe market segments include the following except

Accepted Answer

A) ethnicity 
B) geographic 
C) occupation 
D) psychographic 
A) ethnicity 
B) geographic 
C) occupation 
D) psychographic D

Question 3

Alex is marketing sponsorships that begin at $20 million for a 4-year period.Because of the cost he wants to target firms with at least 10,000 employees.This type of B2B segmentation is based on

Accepted Answer

A) industry or category membership 
B) organizational size 
C) sponsorship type 
D) geographic location 
A) industry or category membership 
B) organizational size 
C) sponsorship type 
D) geographic location B

Question 4

A key source of power for social networking sites in respect to sports teams and events is their

Accepted Answer

A) fast global expansion 
B) large demographic numbers 
C) viral message capabilities 
D) reach with young consumers 
A) fast global expansion 
B) large demographic numbers 
C) viral message capabilities 
D) reach with young consumers

Question 5

How can sports properties apply segmentation to ticket sales?

Accepted Answer

Ticket sales segmentation can

Question 6

Tim is the marketing manager for a global packaged goods manufacturer and has been approached about a sponsorship for the Association of Tennis Professionals (ATP).Research indicates that the audience for the ATP World Tour has the following demographic characteristics except

Accepted Answer

A) between the ages of 20 and 40 
B) high percentage of females 
C) live in more than 30 countries 
D) above-average household income 
A) between the ages of 20 and 40 
B) high percentage of females 
C) live in more than 30 countries 
D) above-average household income

Question 7

Segmentation of sponsorships can occur using the following approaches except

Accepted Answer

A) targeting specific demographic segments 
B) targeting specific usage rate segments 
C) targeting specific geographic segments 
D) targeting specific lifestyle segments 
A) targeting specific demographic segments 
B) targeting specific usage rate segments 
C) targeting specific geographic segments 
D) targeting specific lifestyle segments

Question 8

Michelle is designing an advertisement for a sports brand.The segment she wants to target views sports as meeting social needs.She should most likely feature any of the following in her ad except

Accepted Answer

A) images of tailgating 
B) fans receiving special discounts at concessions 
C) in-game activities involving fan participation 
D) groups of fans talking,cheering,and laughing 
A) images of tailgating 
B) fans receiving special discounts at concessions 
C) in-game activities involving fan participation 
D) groups of fans talking,cheering,and laughing

Question 9

The ideal promotional approach for B2B markets is

Accepted Answer

A) advertising 
B) Internet marketing 
C) sales promotions 
D) personal selling 
A) advertising 
B) Internet marketing 
C) sales promotions 
D) personal selling

Question 10

Segmenting audiences to market experiential events is based on the realization that their engagement can strengthen commitment of existing customers and escalate commitment of new customers.

Accepted Answer

A) True 
 B)False

Question 11

In segmenting business markets,industry or category membership refers to the line of business in which a firm operates.

Accepted Answer

A) True 
 B)False

Question 12

Market segments should meet the following criteria except

Accepted Answer

A) the organization has the capabilities and resources to serve the market's need 
B) the segment can be reached through communication channels 
C) relationships with customers in the segment will be profitable 
D) the segment can be defined exclusively in socioeconomic terms 
A) the organization has the capabilities and resources to serve the market's need 
B) the segment can be reached through communication channels 
C) relationships with customers in the segment will be profitable 
D) the segment can be defined exclusively in socioeconomic terms

Question 13

Market segmentation is considered all of the following except

Accepted Answer

A) default strategy 
B) adaptive strategy 
C) creative process 
D) positioning approach 
A) default strategy 
B) adaptive strategy 
C) creative process 
D) positioning approach

Question 14

Discuss the types of questions that should be asked in terms of reaching and engaging consumers with marketing messages and communication channels.

Accepted Answer

1)Where are the audience segme

Question 15

In choosing appropriate media vehicles for a marketing message,cost is a major consideration.In this context,cost effectiveness considers two factors: dollar cost of placing the marketing message in the media vehicle and the number of individuals exposed to that media vehicle.

Accepted Answer

A) True 
 B)False

Question 16

According to Maslow's hierarchy of needs theory,esteem needs include

Accepted Answer

A) comfort and security 
B) relationships with family,friends and others 
C) confidence,achievement,and respect of others 
D) morality,creativity,and lack of prejudice 
A) comfort and security 
B) relationships with family,friends and others 
C) confidence,achievement,and respect of others 
D) morality,creativity,and lack of prejudice

Question 17

Through research of users,Zach found that 65% of season ticket holders had household incomes of $100,000 or more and had a college degree.These descriptors would be classified as

Accepted Answer

A) demographic 
B) geographic 
C) socioeconomic 
D) psychographic 
A) demographic 
B) geographic 
C) socioeconomic 
D) psychographic

Question 18

Segmentation is a default strategy because it reflects the understanding that differences exist among consumers in the marketplace.

Accepted Answer

A) True 
 B)False

Question 19

Katherine is the marketing manager for a sports property in Richmond,Virginia.She is offering one of the local automobile dealers a sponsorship opportunity to be the official automobile dealer of the sports property.This type of B2B segmentation is based on

Accepted Answer

A) industry or category membership 
B) organizational size 
C) sponsorship type 
D) geographic location 
A) industry or category membership 
B) organizational size 
C) sponsorship type 
D) geographic location

Question 20

Communication with audience segments can be more effective when it is linked to their interests or lifestyles.

Accepted Answer

A) True 
 B)False

Usage rate segmentation is rooted in the concept of the 80/20 rule,which suggests that

Sociodemographic characteristics used to describe market segments include the following except

Alex is marketing sponsorships that begin at $20 million for a 4-year period.Because of the cost he wants to target firms with at least 10,000 employees.This type of B2B segmentation is based on

A key source of power for social networking sites in respect to sports teams and events is their

How can sports properties apply segmentation to ticket sales?

Tim is the marketing manager for a global packaged goods manufacturer and has been approached about a sponsorship for the Association of Tennis Professionals (ATP).Research indicates that the audience for the ATP World Tour has the following demographic characteristics except

Segmentation of sponsorships can occur using the following approaches except

Michelle is designing an advertisement for a sports brand.The segment she wants to target views sports as meeting social needs.She should most likely feature any of the following in her ad except

The ideal promotional approach for B2B markets is

Segmenting audiences to market experiential events is based on the realization that their engagement can strengthen commitment of existing customers and escalate commitment of new customers.

In segmenting business markets,industry or category membership refers to the line of business in which a firm operates.

Market segments should meet the following criteria except

Market segmentation is considered all of the following except

Discuss the types of questions that should be asked in terms of reaching and engaging consumers with marketing messages and communication channels.

In choosing appropriate media vehicles for a marketing message,cost is a major consideration.In this context,cost effectiveness considers two factors: dollar cost of placing the marketing message in the media vehicle and the number of individuals exposed to that media vehicle.

According to Maslow's hierarchy of needs theory,esteem needs include

Through research of users,Zach found that 65% of season ticket holders had household incomes of $100,000 or more and had a college degree.These descriptors would be classified as

Segmentation is a default strategy because it reflects the understanding that differences exist among consumers in the marketplace.

Katherine is the marketing manager for a sports property in Richmond,Virginia.She is offering one of the local automobile dealers a sponsorship opportunity to be the official automobile dealer of the sports property.This type of B2B segmentation is based on

Communication with audience segments can be more effective when it is linked to their interests or lifestyles.

Sports Meet Marketing

Examining Sports Entertainment Consumption

Understanding the Marketing Environment

Building a Relevant Brand

Defining the Product Offering

Tapping Into Passion Through Experiential Marketing

Planning the Brand Storycommunications Strategy

Creating the Brand Storycommunications Campaigns

Telling the Brand Storycommunications Channels

Leveraging Sports Brands Through Sponsorship-Linked Marketing

Measuring Sports Brands Through Sponsorship-Linked Marketing

Living the Brand Promise: Delivery of Sports Experiences

Preparing Future Sports Marketers

Filters

Exam 4: Segmenting Audiences for Sports

Usage rate segmentation is rooted in the concept of the 80/20 rule,which suggests that

Sociodemographic characteristics used to describe market segments include the following except

Alex is marketing sponsorships that begin at $20 million for a 4-year period.Because of the cost he wants to target firms with at least 10,000 employees.This type of B2B segmentation is based on

A key source of power for social networking sites in respect to sports teams and events is their

How can sports properties apply segmentation to ticket sales?

Tim is the marketing manager for a global packaged goods manufacturer and has been approached about a sponsorship for the Association of Tennis Professionals (ATP).Research indicates that the audience for the ATP World Tour has the following demographic characteristics except

Segmentation of sponsorships can occur using the following approaches except

Michelle is designing an advertisement for a sports brand.The segment she wants to target views sports as meeting social needs.She should most likely feature any of the following in her ad except

The ideal promotional approach for B2B markets is

Segmenting audiences to market experiential events is based on the realization that their engagement can strengthen commitment of existing customers and escalate commitment of new customers.

In segmenting business markets,industry or category membership refers to the line of business in which a firm operates.

Market segments should meet the following criteria except

Market segmentation is considered all of the following except

Discuss the types of questions that should be asked in terms of reaching and engaging consumers with marketing messages and communication channels.

In choosing appropriate media vehicles for a marketing message,cost is a major consideration.In this context,cost effectiveness considers two factors: dollar cost of placing the marketing message in the media vehicle and the number of individuals exposed to that media vehicle.

According to Maslow's hierarchy of needs theory,esteem needs include

Through research of users,Zach found that 65% of season ticket holders had household incomes of $100,000 or more and had a college degree.These descriptors would be classified as

Segmentation is a default strategy because it reflects the understanding that differences exist among consumers in the marketplace.

Katherine is the marketing manager for a sports property in Richmond,Virginia.She is offering one of the local automobile dealers a sponsorship opportunity to be the official automobile dealer of the sports property.This type of B2B segmentation is based on

Communication with audience segments can be more effective when it is linked to their interests or lifestyles.

Sports Meet Marketing

Examining Sports Entertainment Consumption

Understanding the Marketing Environment

Building a Relevant Brand

Defining the Product Offering

Tapping Into Passion Through Experiential Marketing

Planning the Brand Storycommunications Strategy

Creating the Brand Storycommunications Campaigns

Telling the Brand Storycommunications Channels

Leveraging Sports Brands Through Sponsorship-Linked Marketing

Measuring Sports Brands Through Sponsorship-Linked Marketing

Living the Brand Promise: Delivery of Sports Experiences

Preparing Future Sports Marketers

Filters