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business
sports marketing

Questions and Answers of Sports Marketing

=+What is a target market? Provide an example of a company’s target market.
=+List and describe four types of market segmentation.
=+Do you think it is right to charge college students high ticket prices to attend their own team’s football games? Is it ethical for a college to charge admission to scrimmages? Explain your
=+1. Demographicsa. categorize market segments by age, gender, race, income, and educational levelb. refer to the frequency of use of a productc. refer to interests, values, and emotional responsesd.
=+2. Market sharea. is the total number of people in a particular age groupb. refers to customers in a particular part of the countryc. is a group of consumers within a larger market who share one or
=+3. Give an example of a good market segment to target for casinos during weekdays. Explain your answer.
=+4. Describe possible demographics, geographics, psychographics, and product usage for snowmobiles.
=+• Explain the importance of outstanding customer service.
=+• Explain what it means to establish a service culture.
=+Discuss the last time you received bad customer service. Describe the event and the end result.
=+Why is outstanding customer service critical to a business in a highly competitive marketplace?
=+Explain what it means to have a values-based culture.
=+Why is it important for companies to globalize their ad campaigns?
=+1. The customer service gapa. is the first step toward quality customer serviceb. is not a major factor for businesses to considerc. indicates unmet customer service expectationsd. must be
=+2. Which element would not be part of a values-based culture?a. going beyond expectationsb. explaining to customers that their problem is out of your departmentc. providing top valued. keeping
=+3. Communication Make up an acronym for good customer service. List the word for each letter of your acronym and explain how it relates to outstanding customer service.
=+4. Research Use the Internet to locate stories about outstanding customer service in the sports and entertainment industry. List the names of the organizations providing the services and what they
=+1. Keeping the focus of satisfying customer needs
=+2. The value people believe they receive from a product or service
=+3. A specific group of consumers you want to reach
=+4. The value of the next best alternative that you forgo when making a choice
=+5. Purchases based upon careful thought and sound reasoning
=+6. Point of sales at which all of the expenses are covered
=+7. Group of consumers within a larger market who share one or more characteristics
=+8. The percentage of total sales of a product or service that a company expects to capture in relation to its competitors
=+9. Purchases based on loyalty to a particular brand or product
=+10. A culture that communicates values through employees to customers and others through performance Circle the best answer.
=+11. When one company can produce goods more efficiently than the competition, ita. has a financial disadvantageb. has a comparative advantagec. will not have a high market shared. cannot compete
=+12. An example of a specific market segment would bea. females between the ages of 14 and 18b. the entire population of a country where the business is locatedc. all women worldwided. none of the
=+13. Which of the following is an example of secondary data?a. observation of consumer behaviorb. government census figuresc. telephone surveys from customersd. all of the above
=+14. You are the head of a customer service department. Write five rules for customer service that you would require all of your customer service associates to follow.
=+15. List three market segments for the senior citizen target market and explain what services you would offer to satisfy these market segments.
=+16. List the five levels for Maslow’s hierarchy of needs. Describe how the levels of needs could be met at a sports or entertainment event.
=+17. Explain how competition among sports and entertainment businesses is good for consumers.
=+18. Define market share and relate the concept to a sports and entertainment situation
=+19. Marketing Math You run a sporting goods store near a university in your town. This year’s total sales of the university’s flag totaled $1.2 million. Sales of the university flag at your
=+20. Research Price, quality, service, and amount of pleasure gained from a sports and entertainment event are factors that influence customer satisfaction. Write five customer survey questions to
=+21. Communication You are the manager of a water park. Customers have been complaining about the long lines and discourteous service they have been receiving from employees. To close the customer
=+22. Economics List five alternative sports and entertainment events that you and a friend could attend this weekend. Assume that you can attend only one event. Explain the opportunity cost of your
=+23. Research Interview the owner or manager of a local sporting goods or clothing store. Determine the target market for the store. What type of research does the store use to learn about the
=+24. Economics List all of your household’s purchases during a two-week timeframe. Categorize each purchase as rational, emotional, or patronage.
=+1. Why is Mike Ditka’s so popular?
=+2. What role does Mike Ditka play in the actual operation of the restaurant?
=+3. List two celebrities who would be good candidates for theme restaurants. Explain your choices.
=+4. What personal characteristics make Ditka a good entrepreneur?
=+1. Why is a business plan necessary for a popular celebrity who wants to open a restaurant in a city where he or she is well liked?
=+2. Give three examples of successful celebrity-theme restaurants and what makes them popular.
=+3. What would be a good grand opening event to attract the maximum amount of attention to the new restaurant?
=+4. What advantage does a professional athlete have over an average citizen when opening a restaurant?
=+1. What features make NuBoard’s promotional media more effective than traditional media?
=+2. How could event sponsors use NuBoard’s promotional media to make a stronger connection with people who are already their customers?
=+How could they collect data from repeat customers?
=+• Explain the purpose of marketing-information management.
=+• Describe careers in marketing-information management.
=+Discuss what might cause a celebrity’s appeal to dramatically change in a positive and in a negative way.
=+Why do businesses need marketing information?
=+In what ways does cybercrime impact the use of the Internet for marketing? List some ideas for preventing cybercrimes.
=+Describe some of the job functions of a marketing researcher.
=+1. Syndicated research isa. conducted by client-side researchersb. conducted by independent companiesc. conducted for one specific client
=+d. none of the above 2. Most marketing researchersa. like to explore new ideas and trendsb. need an advanced college degreec. gain experience by assisting in conducting surveysd. all of the above
=+3. Why would presentation skills be important to a marketing research director?
=+ Provide two examples of how presentation skills might be used in the position.
=+4. Are there sports teams to which you are totally loyal? Or, do you lose interest and make fewer team-related purchases when the team is not winning?
=+ Describe some possible strategies for keeping fans ‘‘engaged’’during team losing streaks.
=+• List and describe the steps involved in marketing research.
=+• Discuss the human factors in marketing research.
=+Discuss examples of entertainment businesses catering to fans. Make a list of what the businesses have done to attract fans. Make a separate list of actions that have alienated fans. Discuss both
=+1. Movie marketers offer free previews to media movie critics. Why do you think they use this technique?
=+2. What is the purpose of giving away limited ‘‘sneakpreview’’ tickets to the public prior to a movie opening?
=+Explain how market research is different from marketing research.
=+1. Exploratory research is useda. when a business is unaware of the exact problemb. to determine cause-and-effect relationshipsc. when a business is aware of the problem that needs to be solvedd.
=+2. Ethical research involvesa. gathering and reporting information the paying client wants to hearb. gathering consumers’ private and personal information for other usesc. reporting all
=+3. Write a paragraph explaining why defining the problem is critical to the marketing research process.
=+4. Research Movie theaters often charge more for popcorn and a drink than they charge for a movie ticket. Is there a point at which moviegoers will not buy refreshments because of the price? How
=+Explain the options for electronic data collection.
=+• Discuss the concept of data-driven decisions.
=+Discuss the kinds of information a marketing director for a college football team might want to know.Where might that information be found online?
=+1. Do marketing researchers, credit card companies, and retailers have an obligation to protect their customers’ personal data? Why or why not?
=+2. How might it impact a retail store if it became known that its customers’ data were not properly secured?
=+Why do people often resent the collection of personal data?
=+Why does Google improve the ranking of ads that get the most clicks?
=+1. Why would software development be highly important to marketing research on a worldwide basis?
=+2. How could Gallup help sports and entertainment businesses improve?
=+Does the worldwide quality of life issue impact sports and entertainment businesses? Explain you answer.
=+1. Data mining involves using a high-powered computer toa. compile a reportb. dig up data needed to make decisionsc. define a problemd. none of the above
=+2. Cookies placed on visitors’ computers provide data ona. how often the computer is used to visit the siteb. the visitor’s areas of interest within the sitec. PIN numbers for the visitor’s
=+3. Ethics Think about the ways marketers collect data from customers.Is there a difference in collecting data from volunteers as opposed to unknowing customers? Discuss ethical issues and privacy
=+4. Advertising tobacco products on television is prohibited. Why would market researchers still want to collect data about televised sports watched by smokers?
=+1. Surveys of people’s opinions
=+2. A small number representative of a large group
=+3. Staff employees who work with external research agencies
=+4. The range of prices charged for a category of merchandise
=+5. Gathering information specifically focused on a single target market
=+6. Repeat customers who are completely loyal to a company’s products
=+7. Research used to determine cause-andeffect relationships when a problem is already clearly defined
=+8. Determined by dividing the number of times an ad is clicked on by the number of times the ad is shown
=+9. A small data file that is placed on the hard drive of a web site visitor that collects and reports data on the visitor
=+10. Research conducted by an independent company that is offered for sale to everyone in an industry Circle the best answer.
=+11. When sales of a product are declining and the business does not know why, it will conducta. syndicated researchb. exploratory researchc. descriptive researchd. causal research
=+12. The first step in marketing research involvesa. defining the problemb. analyzing current conditionsc. collecting datad. none of the above

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