Deck 3: Sport Market Research and Strategy

Question 1

Define the term marketing information system (MIS).

Answer 1

An ongoing, organised set of procedures and methods designed to generate, analyse, disseminate, store and later retrieve information for use in decision making.

Question 2

Describe the five key aspects to a marketing mission statement.

Answer 2

The five key aspects to a marketing mission statement are:
1. acknowledging the business the organisation is in;
2. knowing the aspirational position;
3. being aware of the core competencies that are needed to guide the organisation towards that vision;
4. knowing which customers or target market will best assist in reaching that position;
5. understanding what the measurements of success are.

Question 3

Describe three data-collection methods used within the market research process.

Answer 3

The answer should provide three descriptions from these four options: surveys, focus groups, observation and experimentation.

Question 4

Explain what is meant by psychographic segmentation and provide an example of one such segment.

Question 5

What are the criteria for selecting a good target market? Detail the importance of each.

Question 6

Please complete the following sentence: 'Mullin, Hardy and Sutton (2007) suggest that segmentation is central to an understanding of consumers, as it recognises differences in consumer behaviour which directly inform _______________.'

A) detailed demographic information
B) purchase information
C) marketing strategies
D) accurate and timely information
E) recent behavioural information.

Question 7

Which of these would NOT be included in a design for a marketing information system (MIS)?

A) Output systems data
B) Internal data
C) External data
D) Input and retrieval
E) Marketing decision-making

Question 8

Information from libraries and chambers of commerce constitutes external primary data.

Question 9

Which of these esport segments is highlighted as being an important target market?

A) The champ follower
B) The passionate partisan
C) The reclusive partisan
D) The digital native
E) The aficionado

Question 10

Consumer preferences are usually very stable.