Question 1

What is market segmentation?

Accepted Answer

The answer of What is market segmentation?...

Question 2

A study by Pew Research found that ________ of Americans follow sports closely or somewhat closely.

Accepted Answer

A) 23% 
B) 37% 
C) 46% 
D) 68%

Question 3

In terms of communication channels,________ advertising is projected to grow from 17% of the total media advertising budget to 26% by 2015.

Accepted Answer

A) television 
B) radio 
C) newspaper 
D) Internet

Question 4

Ben is responsible for locating sponsors for a World Wrestling Foundation event.He has contacted the local football team and the local TV station for names of companies that either were sponsors of these events or advertised at these events.This is an example of the segmentation of sponsorships by targeting a specific

Accepted Answer

A) demographic segment 
B) usage rate segment 
C) geographic segment 
D) lifestyle segment

Question 5

Once market segments have been identified,the primary challenge for a sports property is to

Accepted Answer

A) identify differences among the segments and determine how to use those insights to tailor marketing activities 
B) create radio advertisements that appeal to each market segment 
C) list the characteristics of each market segment that allow for easy identification at games/events with database technology 
D) create a default segmentation strategy for each segment

Question 6

Tiffany wants to strengthen relationships with her primary clients,so she has decided to purchase a sponsorship package with the local football team.This is an example of a business purchase decision based on

Accepted Answer

A) marketing objectives 
B) internal objectives 
C) personal objectives 
D) societal objectives

Question 7

Segmentation approaches for ticket sales include the following approaches except

Accepted Answer

A) appealing to heavy users 
B) appealing to light users 
C) expanding the geographic footprint 
D) appealing to the motivations of buyers

Question 8

Business markets can be segmented based on behavior,and the primary behavior variable of interest is

Accepted Answer

A) purchase activity 
B) number of employees 
C) advertising expenditures 
D) budget for sponsorships and activation

Question 9

Describe the ways segmentation can be applied to licensed merchandise.

Accepted Answer

The answer of Describe the ways segmentation can be applied...

Question 10

Which term refers to a specific platform that can be used to deliver a message to an audience?

Accepted Answer

A) media vehicle 
B) targeted reach 
C) touchpoint 
D) medium

Question 11

Socioeconomic characteristics of a market segment include the following except

Accepted Answer

A) occupation 
B) education level 
C) social class 
D) family life cycle stage

Question 12

Consumer behavior is driven by motivation to receive certain benefits or outcomes from a product or service.

Accepted Answer

A) True 
 B)False

Question 13

According to an ESPN poll,the preferred source of information about a sport is

Accepted Answer

A) general sport websites 
B) team websites 
C) print newspapers 
D) newspaper websites

Question 14

Segmenting audiences for licensed merchandise can be done using the following approaches except targeting

Accepted Answer

A) highly involved fans 
B) new demographic segments 
C) new geographic segments 
D) new experiential segments

Question 15

Research by the Atlanta Braves found the following distinctive market segments except

Accepted Answer

A) young adults 
B) avid fans 
C) families 
D) entertainment seekers

Question 16

Because of the nature of sports,it is difficult to describe a sport's audience in terms of demographic characteristics.

Accepted Answer

A) True 
 B)False

Question 17

Brian is the marketing manager for a professional football team.He offered all season ticket holders the opportunity to meet the coaches and star players during a special autograph session two hours before the session went public.This is an example of applying segmentation to

Accepted Answer

A) ticket sales 
B) experiential events 
C) sponsorships 
D) media content

Question 18

Recognizing market segmentation as a(n)________ means that organizations are capable of modifying their targeting strategy as changes in the market are observed.

Accepted Answer

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

Question 19

Tom received 4 tickets from his boss to the Dallas Cowboys football game for the excellent work he performed on a contract bid for a local Dallas business.This is an example of a B2B sports consumption decision based on

Accepted Answer