Deck 1: The Strategic Sport-Marketing Planning Process

Question 1

What does SSMPP stand for?

Answer 1

Strategic sport-marketing planning process.

Question 2

What are the first four stages of SSMPP?

Answer 2

The first four stages of SSMPP are:
1. analyse external environment;
2. analyse organisation;
3. examine market research and marketing information systems;
4. determine marketing mission and objectives.

Question 3

What is a SWOT analysis? Provide an example of how an organisation might implement one.

Answer 3

A SWOT analysis matches the strengths and weaknesses of an organisation with opportunities and threats within the industry. Provide an example of this.

Question 4

What is the difference between a goal and an objective?

Question 5

What is meant by product diversification? Please provide an example.

Question 6

Which of the following is NOT one of Porter's (1985) five forces?

A) The threat of substitute products
B) The threat of new entrants
C) The bargaining power of suppliers
D) The threat of economic change
E) The bargaining power of buyers

Question 7

Which of these completes Ansoff's (1957) product/market expansion grid?

A) Market research
B) Market penetration
C) Market segmentation
D) Market expansion
E) Market analysis

Question 8

Which of these is an important part of Step 3 of SSMPP?

A) Economic climate
B) Analysing external information (forces, competition, publics)
C) SWOT analysis
D) Competitive advantage
E) Management information systems (MIS)

Question 9

Complete the following sentence: 'Both the cost leadership and differentiation strategies aim to seek a competitive advantage in…'

A) …a broad range of markets.
B) …a narrow range of markets.
C) …typically profitable markets.
D) …niche markets.
E) …specific market segments.

Question 10

Premium pricing for reserved seating can be extracted when:

A) demand increases
B) demand decreases
C) demand exceeds supply
D) supply exceeds demand
E) additional seating is provided