Question 1

It is estimated approximately ________ million people in the United States and Canada play some type of fantasy sports.

Accepted Answer

A) 30 
B) 50 
C) 70 
D) 90

Question 2

Businesses often make sports-related investments to meet marketing objectives,which can include the following except

Accepted Answer

A) increasing brand awareness 
B) improving employee morale 
C) creating a desired brand image 
D) obtaining new customers

Question 3

Business-to-business customers for sports properties include the following except

Accepted Answer

A) corporate sponsors 
B) advertising partners 
C) government entities 
D) nonprofit organizations

Question 4

To be viable,a market segment must be accessible in terms of messages and communications.It is useful to ask the following questions except

Accepted Answer

A) Where are the audience segments found? 
B) What are the communication touchpoints for interaction? 
C) What media vehicles are most appropriate and cost effective? 
D) What type of benefits does each segment seek?

Question 5

Descriptive characteristics used to segment business audiences include the following except

Accepted Answer

A) industry membership 
B) organizational size 
C) socioeconomic factors 
D) geographic location

Question 6

Demographic characteristics of a market segment include the following except

Accepted Answer

A) gender 
B) ethnicity 
C) social class 
D) family life cycle stage

Question 7

With an ABC analysis of segmenting business customers,the "C" customer is

Accepted Answer

A) 60% to 70% of the customers whose buying behavior can be described as moderate 
B) occasional and low-dollar buyers who make up between 15% and 20% of the customers 
C) 15% to 20% of the customers who account for a significant portion of the revenue generated 
D) the top 10% of the customers who generate 80% to 90% of the revenue

Question 8

Sociodemographic characteristics are used to describe market segments for the following reasons except

Accepted Answer

A) they are easy to understand 
B) they are relatively easy to measure 
C) they provide accurate descriptions of a sports property's target markets 
D) most of the information can be obtained from secondary data

Question 9

Taylor is the marketing director for a minor league baseball team in Quincy,Illinois.In developing a plan for marketing sponsorships,he is looking at large companies within a 75 miles radius of Quincy.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 10

Events and other forms of experiential marketing provide customer engagement that can be more enduring and impactful than just brand exposure and can also be a differentiator for a business to demonstrate care towards its customers.

Accepted Answer

A) True 
 B)False

Question 11

Advertising expenditures in all of the following are expected to remain flat or decline except

Accepted Answer

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

Question 12

The good and bad news of market segmentation is that there is no single recipe or formula for segmenting audiences.

Accepted Answer

A) True 
 B)False

Question 13

Fox Sports Midwest is best classified as a

Accepted Answer

A) media vehicle 
B) market segment 
C) touch point 
D) social medium

Question 14

Kelsey is looking for business partners for the sports property she manages located in Jacksonville,Florida.She wants to locate businesses within a 50 mile radius of Jacksonville.This type of B2B segmentation is based on

Accepted Answer

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

Question 15

Steve has decided to purchase a sponsorship package with the local baseball team because he is good friends with the marketing director for the baseball 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 16

Identify the components of Maslow's hierarchy of needs model and explain how the theory impacts marketing of sports.

Accepted Answer

The answer of Identify the components of Maslow's hierarchy of...

Question 17

Eric,a marketer with the San Antonio Spurs,has contacted a large manufacturer about sponsoring the team.Since it would be a multimillion dollar sponsorship,Eric will most likely have to convince several people about the benefits of the arrangement.

Accepted Answer

A) True 
 B)False

Question 18

Hannah offered her best companies the opportunity to attend the Kentucky Derby,be part of her company's hospitality suite,and go to the stables for a special tour before the races.This is an example of applying segmentation to

Accepted Answer

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

Question 19

According to Maslow's hierarchy of needs theory,self-actualization 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

Question 20

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

Accepted Answer

A) comfort and security 
B) relationships with family,friends and others 
C) confidence,achievement,and respect of others 
D) food,rest,and other basic needs

Exam 4: Segmenting Audiences for Sports

It is estimated approximately ________ million people in the United States and Canada play some type of fantasy sports.

Businesses often make sports-related investments to meet marketing objectives,which can include the following except

Business-to-business customers for sports properties include the following except

To be viable,a market segment must be accessible in terms of messages and communications.It is useful to ask the following questions except

Descriptive characteristics used to segment business audiences include the following except

Demographic characteristics of a market segment include the following except

With an ABC analysis of segmenting business customers,the "C" customer is

Sociodemographic characteristics are used to describe market segments for the following reasons except

Taylor is the marketing director for a minor league baseball team in Quincy,Illinois.In developing a plan for marketing sponsorships,he is looking at large companies within a 75 miles radius of Quincy.This is an example of the segmentation of sponsorships by targeting a specific

Events and other forms of experiential marketing provide customer engagement that can be more enduring and impactful than just brand exposure and can also be a differentiator for a business to demonstrate care towards its customers.

Advertising expenditures in all of the following are expected to remain flat or decline except

The good and bad news of market segmentation is that there is no single recipe or formula for segmenting audiences.

Fox Sports Midwest is best classified as a

Kelsey is looking for business partners for the sports property she manages located in Jacksonville,Florida.She wants to locate businesses within a 50 mile radius of Jacksonville.This type of B2B segmentation is based on

Steve has decided to purchase a sponsorship package with the local baseball team because he is good friends with the marketing director for the baseball team.This is an example of a business purchase decision based on

Identify the components of Maslow's hierarchy of needs model and explain how the theory impacts marketing of sports.

Eric,a marketer with the San Antonio Spurs,has contacted a large manufacturer about sponsoring the team.Since it would be a multimillion dollar sponsorship,Eric will most likely have to convince several people about the benefits of the arrangement.

Hannah offered her best companies the opportunity to attend the Kentucky Derby,be part of her company's hospitality suite,and go to the stables for a special tour before the races.This is an example of applying segmentation to

According to Maslow's hierarchy of needs theory,self-actualization needs include

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