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sports marketing

Questions and Answers of Sports Marketing

10. In terms of attending sporting events, how much does the financial requirement impact your decision? What was the most expensive sporting event you ever attended, in terms of total costs? Why did
11. Look through the convenience and comfort factors listed in Figure 2.7. For each, discuss how that factor impacted a recent decision to attend a sporting event or not attend.
12. Team identification is an important factor in consumption decisions. What teams do you personally identify with? In what way? Describe how you developed the identification.
1. One particularly attractive fan base is youth who are playing soccer. Some youth players could go on to play soccer in college, which is another level of interest for the sport. From the motives
2. Applying sports fan types based on involvement level (Figure 2.3), how can the NWSL and its teams build a following of geography-based fans? How can the NWSL influence low-involvement fans to
3. Examine the various paths of identification with a sports brand listed in Figure 2.4 and discussed in this chapter.Which means of connection should the NWSL pursue in its marketing programs?
4. Figure 2.5 identifies the various factors that influence direct sports consumption. Discuss each factor as it relates to attracting fans to attend NWSL matches.
5. Based on your responses to questions 1 through 4, develop a plan to increase attendance at NWSL matches.
1. Identify the five key factors in the external marketing environment and describe the effects of each on sports organizations
2. Explain the process of conducting and utilizing a SWOT analysis
3. Differentiate between goals and objectives
4. Describe the methods used by sports marketers to collect secondary and primary data
1. What is meant by the term “external marketing environment” and what are the five factors or forces within an external environment?
2. Identify the three levels of competition for a sports entertainment property.
3. Identify the various economic indicators that a sports organization might monitor.
4. Explain why it is important to monitor technology changes for a sports entertainment property.
5. What is the difference between industry regulation of a sport and government regulation?
6. Identify the six sociodemographic trends that have impacted sports marketing and are likely to continue to have an impact.
7. Describe how the growth in the age 65-plus population will create both opportunities and challenges for sports marketing.
8. Describe the economic impact and influence women have on purchasing of goods and services, including sporting events.
9. How has the shifting of populations in various regions in the United States impacted the sports industry?
10. Discuss the relationship between the amount of leisure time and sports marketing.
11. What expectations does society have for sports properties in terms of social responsibility?
12. What is a situation analysis?
13. What is meant by the term SWOT analysis?
14. Explain the concept of MAC (match, avoid, convert).
15. What are the two types of marketing objectives? Define each one.
16. What are the five characteristics of a good objective?
17. What is the difference between secondary data and primary data?
18. Identify the chief sources of secondary data.
19. What is a customer relationship management (CRM) system?
20. Describe the various tools a sports property can use to monitor social media.
21. Identify the chief methods of collecting primary research data.
1. Pick a sports property (team, event, or business) with a presence in your area. Using Figure 3.2 as a guide, identify the primary competitors the sports property faces in each of the levels of
2. Pick one of the collegiate sports programs at your university. Using Figure 3.2 as a guide, identify the primary competitors the college sport faces in each of the levels of competition.Be
3. Suppose one of your responsibilities as an intern for a minor league baseball team in your area is to monitor the economic environment. First, explain why it is important. Second, from the list of
4. As a sports fan, what do you think of secondary ticket markets like StubHub or Ticketmaster Ticket Exchange for buying tickets to a sporting event? Are you more likely to search for tickets on the
5. As you consider technology today, how could a sports property use smartphones to enhance the fan experience at a sporting event? Explain how it could benefit fans or reduce costs for the sports
6. For sports teams, why is self-regulation preferable to government regulations? Justify your answer with examples.
7. Interview three individuals in the baby boomer generation (born between 1946 and 1964)about their attitudes toward sports. Interview three individuals from your generation.Discuss the similarities
8. Interview five females of various ages and ethnic backgrounds about sports. Ask about their attitudes toward sports, attendance at sporting events, favorite sports, why they attend sporting events
9. Access the websites of three different professional sports teams. For each, identify ways the team is demonstrating its social responsibility.
10. The impact of sociodemographic trends varies across the sports industry. What are the most significant sociodemographic trends impacting the following sports industry categories in your
1. Analyze the competitive situation DraftKings faces, using the three types of competitors.
2. Use the internet and the information provided in this case to conduct a SWOT analysis for DraftKings.
3. Which of the sociodemographic trends should be considered to have the greatest impact on DraftKings? Explain why it is important.
4. Identify which sources of secondary data would be good sources of information. Explain how they could be used and the value of the data.
5. What methods of primary data collection could be used with current users of DraftKings? How could data be collected from individuals who have never used the company’s services?
6. From your analysis of this case, how can DraftKings attract new users to its platform?
1. Define market segmentation
2. Discuss the variables and methods of consumer audience segmentation
3. Discuss the variables and methods of segmenting business audiences
4. Analyze the uses and outcomes of audience segmentation strategies
1. What is market segmentation, and why should audiences for sports be segmented?
2. Explain the difference in the three views of segmentation as fault strategy, adaptive strategy, and creative process.
3. In segmenting consumer audiences, what four questions should marketers ask?
4. Why are descriptive characteristics, such as demographics, used to examine audience characteristics?
5. What is the relationship between sports consumption and Maslow’s hierarchy of needs model?
6. How can psychographic variables and usage rate be used to segment consumer audiences for sports?
7. In reaching and engaging consumers, what three questions should be addressed? Describe why each is important.
8. Explain the differences between segmenting consumer audiences and business audiences.
9. What descriptive statistics are used to segment business audiences?
10. Describe the consumption motives for business buyers.
11. What are the primary marketing objectives for business participation in sports consumption?
12. What is ABC analysis and how is it used for business segmentation?
13. Discuss the options marketers can use to segment audiences for ticket sales.
14. Explain how segmentation can be used based on experiential events and engagement.
15. What segmentation options do sports entities have in terms of licensed merchandise?
16. Identify the segmentation approaches that can be used for obtaining sponsorships.
17. What are the ways segmentation can be applied to media content?
1. How important are kids to the future of sports? How much influence do children have on a parent’s decision to consume a sporting event or purchase sports merchandise? Should professional sports
2. The Atlanta Braves have identified five unique market segments: avid fans, families, entertainment seekers, casual sports fans, and businesses. Describe a marketing strategy that the Atlanta
3. Pick your favorite professional or college team. Answer each of the questions in Figure 4.2 in terms of segmenting consumer audiences.
4. Motivations are an important determinant of customer purchase behavior. Discuss your personal motivations as they relate to attending sporting events, purchasing licensed merchandise, and viewing
5. Many sports brands have identified women as an important market segment to target.Name a sports brand (league, team, product, or service) that should make marketing to women a priority. Why should
6. Pick a sports team located near you. Identify all of the ways businesses partner with the team. How important are businesses to the sports team?
7. Use the internet to locate a minor league sports team close to where you live or attend college. Examine the three applications to increasing ticket sales suggested in Figure 4.9.Which strategy
8. Have you ever participated in an experiential event or engagement activity? If so, describe the experience and your reaction to the event. If you have not, describe an experiential event you would
9. Many sports teams have increased their efforts toward female fans in terms of licensed merchandise. What do you think of this strategy? What tactics would you suggest for increasing female
10. Do you participate in fantasy sports? If so, how much? What motivates you to participate?If you do not participate in fantasy sports, why not?
1. What is your evaluation of the strategy of marketing the IndyCar Series as a “Festival of Speed” rather than an auto race? What are the pros and cons of such an approach?
2. What type of segmentation strategy would you recommend for the IndyCar Series for consumers? What about for businesses?
3. Design a segmentation strategy to increase ticket sales at IndyCar races.
4. How could the IndyCar Nation brand community be used for market segmentation purposes (what types of customers or fans can it attract)?
5. How would you propose IndyCar segment the market for businesses to be official sponsors of IndyCar?
1. Summarize the four roles of brands
2. Describe the characteristics and components of brand names and marks
3. Discuss rebranding and ethics issues that are unique to the sports industry
4. Explain the components, strategies, and effects of brand equity development and brand positioning
5. Discuss the benefits of brand extensions and brand licensing
1. What are the four purposes or roles of a brand?
2. How can a sports property develop an identity?
3. Explain the differences between brand image, brand associations, and brand identity.
4. What is relationship marketing?
5. Responsibilities for marketing a brand fall under what two broad areas?
6. What characteristics should a sports brand name possess?
7. What is a brand mark? Identify examples of brand marks.
8. In designing or evaluating a logo, what considerations should be taken into account?
9. Why is color important in designing a logo, brand name, or team uniform?
10. Why would a sports brand consider a brand makeover?

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