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sports marketing

Questions and Answers of Sports Marketing

=+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
=+13. The differences between marketing research and market research includea. marketing research is focused on a very specific target marketb. marketing research involves a much broader scopec.
=+14. Why would a sports team that has client-side researchers on staff need or want to hire an independent firm to conduct research?
=+15. Why do companies need to gather and manage marketing information?Describe some of the ways the information might be used.
=+16. How could you create a student-operated marketing research firm for your school? Who might your clients be, and what topics might they want you to research?
=+17. If you were an event manager, how would you determine what to charge for tickets to the event? What kinds of information would you need to know about the people who might attend the event?
=+18. Professional sports teams are concerned about the decline in youth attendance at games. Develop a ten-question survey for youths that would help an organization design promotional strategies
=+19. Problem-Solving Review the description of causal research in Lesson 5.2.Provide an example, other than the one provided, of a clearly defined problem a concert promoter might have that would
=+20. Government Use the Internet to research how the European Union is trying to protect its citizens’ personal data. Write a brief summary of actions taken by the EU.
=+21. Geography Look online or in your school library for a map of New York City. There are five boroughs that make up NYC. NYC has two baseball teams and two stadiums. Name the teams and the
=+22. History Use the Internet to learn about the fans of a major league sports team of your choice. How have their demographics changed in the past 25 years?
=+23. Marketing Math You have placed a different ad on two search engine sites. Every time certain key words are used at each site, your ad comes up on the search-results page. Both ads link visitors
=+1. Review the steps in marketing research, as described in Lesson 5.2.
=+Define the problem as it applies to your school.
=+2. Determine what method your group will use to collect data and the size of the sample, with five percent of your school as a minimum. Carefully write out the questions to be asked of the sample
=+3. Compile and summarize the data you have collected, and display the data in graphic form.
=+4. Write up a brief report that states the problem, describes the research, and recommends a solution. Present your findings to the class.
=+5. Did other groups come up with different recommendations? How can you determine which recommendations are the best?
=+1. Why should baby boomers not count on inheritance as a major part of their financial well being?
=+2. What can the travel and tourism industry do to attract the business of a growing senior citizen population?
=+3. What message does this case send to individuals who want to maintain their lifestyle after retirement?
=+4. Because individuals are living longer, what kinds of insurance should they consider buying to protect their savings and investments?
=+1. Why are two residences attractive to many senior citizens?
=+2. How do high gas prices affect senior citizens who use RVs?
=+3. List three characteristics of the retirement communities that are attractive to senior citizens.
1. Describe experiential marketing and discuss the reasons for its growth
2. Compare and contrast four experiential marketing strategies
3. Discuss the fundamental considerations of experiential marketing design and implementation
4. Differentiate between three types of sponsorship activation experiences
5. Summarize the strategic issues to consider when designing an experiential marketing program
6. Describe experiential marketing tactics that increase organizational revenue
1. Why is experiential marketing an effective strategy for sports properties?
2. What are the three key characteristics of experiential marketing?
3. What factors have contributed to greater interest in and utilization of experiential marketing?
4. What are four objectives for which experiential marketing is an appropriate strategy?
5. What is the difference between intrinsic and extrinsic rewards?
6. What three areas must be considered when designing experiential marketing programs?
7. Identify the different types of experiences in experiential marketing design and define each one.
8. Explain the four Es of experiential marketing.
9. Identify the five factors of physical design that impact fan satisfaction.
10. What is the physical environment of a sports property called?
11. Describe the various types of activation experiences available for sponsorships.
12. Experiences and events in experiential marketing should serve a strategic purpose. Describe the experiential design considerations that should be assessed.
13. Discuss experiential marketing tactics that a sports property can use to create additional revenue streams.
1. After reading this chapter, can you think of an experiential marketing program with which you interacted? Describe the experience. Evaluate the experience from the viewpoint of the brand or

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