Deck 4: Segmenting Audiences for Sports

Question 1

Recognizing market segmentation as a(n)________ means that organizations are capable of modifying their targeting strategy as changes in the market are observed.

A)default strategy
B)adaptive strategy
C)creative process
D)positioning approach

Answer 1

B

Question 2

The task of breaking through an environment of intense competition for consumers' discretionary incomes decreases the importance of identifying relevant customer segments.

Answer 2

False

Question 3

In segmenting business markets based on behavior,the two most common variables used are dollar value of revenue generated and size of advertising and sponsorship budget.

Answer 3

False

Question 4

In choosing appropriate media vehicles for a marketing message,cost is a major consideration.In this context,cost effectiveness considers two factors: dollar cost of placing the marketing message in the media vehicle and the number of individuals exposed to that media vehicle.

Question 5

In segmenting business markets,industry or category membership refers to the line of business in which a firm operates.

Question 6

Segmenting audiences to market experiential events is based on the realization that their engagement can strengthen commitment of existing customers and escalate commitment of new customers.

Question 7

Segmentation is a default strategy because it reflects the understanding that differences exist among consumers in the marketplace.

Question 8

Social networking sites are an attractive medium for sports properties because of their ability to reach teens and young adults.

Question 9

Communication with audience segments can be more effective when it is linked to their interests or lifestyles.

Question 10

A study by Pew Research found that ________ of Americans follow sports closely or somewhat closely.

A)23%
B)37%
C)46%
D)68%

Question 11

In evaluating a B2B buying decision,a company will likely compare the outcome to objectives that were established prior to the purchase.

Question 12

Market segmentation is considered all of the following except

A)default strategy
B)adaptive strategy
C)creative process
D)positioning approach

Question 13

While it is tempting for marketers to focus on the heavy users of a product,it is important to target at least some marketing efforts at non-users,light users,and moderate users.

Question 14

Consumer behavior is driven by motivation to receive certain benefits or outcomes from a product or service.

Question 15

Because of the nature of sports,it is difficult to describe a sport's audience in terms of demographic characteristics.

Question 16

Marketing is a default strategy because it is a process that can be used to identify the most relevant audiences a sports property can serve.

Question 17

Eric,a marketer with the San Antonio Spurs,has contacted a large manufacturer about sponsoring the team.Since it would be a multimillion dollar sponsorship,Eric will most likely have to convince several people about the benefits of the arrangement.

Question 18

The good and bad news of market segmentation is that there is no single recipe or formula for segmenting audiences.

Question 19

When designing marketing messages,it is most important to focus on a specific attribute of a sports product that is important to the target audience.

Question 20

Events and other forms of experiential marketing provide customer engagement that can be more enduring and impactful than just brand exposure and can also be a differentiator for a business to demonstrate care towards its customers.

Question 21

Sociodemographic characteristics used to describe market segments include the following except

A)ethnicity
B)geographic
C)occupation
D)psychographic

Question 22

Variables that classify individuals on the basis of personal values they hold,hobbies and interests,and lifestyle are called

A)demographic
B)geographic
C)socioeconomic
D)psychographic

Question 23

Which of the following questions is least useful when segmenting consumer audiences?

A)What are the descriptive characteristics of our customers?
B)What product attributes are important to our customers?
C)What benefits do our customers seek?
D)What behaviors do our customers exhibit?

Question 24

According to Maslow's hierarchy of needs theory,esteem needs include

A)comfort and security
B)relationships with family,friends and others
C)confidence,achievement,and respect of others
D)morality,creativity,and lack of prejudice

Question 25

According to Maslow's hierarchy of needs theory,safety needs include

A)comfort and security
B)relationships with family,friends and others
C)confidence,achievement,and respect of others
D)food,rest,and other basic needs

Question 26

Demographic characteristics of a market segment include the following except

A)gender
B)ethnicity
C)social class
D)family life cycle stage

Question 27

Psychographic variables classify individuals using the following except

A)social class
B)personal values
C)hobbies and interests
D)lifestyle

Question 28

Research by the Atlanta Braves found the following distinctive market segments except

A)young adults
B)avid fans
C)families
D)entertainment seekers

Question 29

Kevin enjoys playing tennis and racquetball.He also has an interest in camping and hiking.These characteristics of Kevin are classified as

A)demographic data
B)geographic variables
C)socioeconomic data
D)psychographic variables

Question 30

Sociodemographic characteristics are used to describe market segments for the following reasons except

A)they are easy to understand
B)they are relatively easy to measure
C)they provide accurate descriptions of a sports property's target markets
D)most of the information can be obtained from secondary data

Question 31

Through research of users,Zach found that 65% of season ticket holders had household incomes of $100,000 or more and had a college degree.These descriptors would be classified as

A)demographic
B)geographic
C)socioeconomic
D)psychographic

Question 32

Once market segments have been identified,the primary challenge for a sports property is to

A)identify differences among the segments and determine how to use those insights to tailor marketing activities
B)create radio advertisements that appeal to each market segment
C)list the characteristics of each market segment that allow for easy identification at games/events with database technology
D)create a default segmentation strategy for each segment

Question 33

Spectator sports and experiential events are typically marketed to meet the target market's

A)social needs
B)safety needs
C)physiological needs
D)self-actualization needs

Question 34

Michelle is designing an advertisement for a sports brand.The segment she wants to target views sports as meeting social needs.She should most likely feature any of the following in her ad except

A)images of tailgating
B)fans receiving special discounts at concessions
C)in-game activities involving fan participation
D)groups of fans talking,cheering,and laughing

Question 35

Through research of users,Kyle found that one target market for his sports property was primarily males in the 30-50 age group with children in their teens or out of the home already.These descriptors would be classified as

A)demographic
B)geographic
C)socioeconomic
D)psychographic

Question 36

Socioeconomic characteristics of a market segment include the following except

A)occupation
B)education level
C)social class
D)family life cycle stage

Question 37

According to Maslow's hierarchy of needs theory,physiological needs include

A)comfort and security
B)relationships with family,friends and others
C)confidence,achievement,and respect of others
D)food,rest,and other basic needs

Question 38

Through research of users,Becky found that 70% of season ticket holders lived within 30 miles of the stadium and 40% lived within three different counties.These descriptors would best be classified as

A)demographic
B)geographic
C)socioeconomic
D)psychographic

Question 39

According to Maslow's hierarchy of needs theory,social needs needs include

A)comfort and security
B)relationships with family,friends and others
C)confidence,achievement,and respect of others
D)food,rest,and other basic needs

Question 40

According to Maslow's hierarchy of needs theory,self-actualization needs include

A)comfort and security
B)relationships with family,friends and others
C)confidence,achievement,and respect of others
D)morality,creativity,and lack of prejudice

Question 41

Descriptive characteristics used to segment business audiences include the following except

A)industry membership
B)organizational size
C)socioeconomic factors
D)geographic location

Question 42

Katherine is the marketing manager for a sports property in Richmond,Virginia.She is offering one of the local automobile dealers a sponsorship opportunity to be the official automobile dealer of the sports property.This type of B2B segmentation is based on

A)industry or category membership
B)organizational size
C)sponsorship type
D)geographic location

Question 43

What is the least likely purchase motivation in a B2B market?

A)building social networks
B)increasing brand awareness
C)gaining new customers
D)improving employee morale

Question 44

A measure of the number of persons who are exposed by a media vehicle who are also part of the target market is known as

A)reach
B)targeted reach
C)targeted media
D)total reach

Question 45

If the best way to reach Cody and other customers like him is with word-of-mouth,the best media vehicle likely is

A)social media
B)television
C)radio
D)magazines

Question 46

In terms of communication channels,________ advertising is projected to grow from 17% of the total media advertising budget to 26% by 2015.

A)television
B)radio
C)newspaper
D)Internet

Question 47

Fox Sports Midwest is best classified as a

A)media vehicle
B)market segment
C)touch point
D)social medium

Question 48

According to an ESPN poll,the preferred source of information about a sport is

A)general sport websites
B)team websites
C)print newspapers
D)newspaper websites

Question 49

Business-to-business customers for sports properties include the following except

A)corporate sponsors
B)advertising partners
C)government entities
D)nonprofit organizations

Question 50

Targeted reach is a measure of the number of persons who are

A)exposed to a small market segment
B)exposed by a media vehicle who are also part of the target market
C)within a market segment who can be reached by a specific media vehicle
D)within a media vehicle's audience who are exposed to a specific marketing message

Question 51

Advertising expenditures in all of the following are expected to remain flat or decline except

A)television
B)radio
C)Internet
D)magazines

Question 52

Jasmine has been hired as the marketing director for a professional hockey team responsible for business customers.Which of the following will Jasmine most likely experience as she works in B2B marketing?

A)More than one individual will be involved in the buying process.
B)Most contacts will come from mass media advertising campaigns.
C)Purchases will be based mostly on emotional and social needs.
D)Purchasing decisions will be made soon after initial contact.

Question 53

The ideal promotional approach for B2B markets is

A)advertising
B)Internet marketing
C)sales promotions
D)personal selling

Question 54

Segmenting consumers based on frequency,volume,and dollar amount of purchases is known as ________ segmentation.

A)demographic
B)usage rate
C)socioeconomic
D)psychographic

Question 55

Which term refers to a specific platform that can be used to deliver a message to an audience?

A)media vehicle
B)targeted reach
C)touchpoint
D)medium

Question 56

Which term refers to all of the individuals who might be within a media vehicle's audience?

A)general media
B)targeted reach
C)targeted media
D)total reach

Question 57

To be viable,a market segment must be accessible in terms of messages and communications.It is useful to ask the following questions except

A)Where are the audience segments found?
B)What are the communication touchpoints for interaction?
C)What media vehicles are most appropriate and cost effective?
D)What type of benefits does each segment seek?

Question 58

Usage rate segmentation is rooted in the concept of the 80/20 rule,which suggests that

A)80% of the customers are season ticket holders while 20% attend only one game a year
B)20% of the customers attend more than one game a year while 80% only attend one game a year
C)20% of the customers generate 80% of the revenue and profit
D)80% of the customers generate 20% of the revenue and profit

Question 59

Of the traditional mass media,the sharpest decline in advertising expenditures in the future is anticipated to be for

A)television
B)radio
C)newspapers
D)magazines

Question 60

Heather has segmented all of the individuals in her database into four categories according to how many game tickets they purchased last year.This is an example of ________ segmentation.

A)demographic
B)usage rate
C)socioeconomic
D)psychographic

Question 61

Brian is the marketing manager for a professional football team.He offered all season ticket holders the opportunity to meet the coaches and star players during a special autograph session two hours before the session went public.This is an example of applying segmentation to

A)ticket sales
B)experiential events
C)sponsorships
D)media content

Question 62

Kelsey has decided to purchase a sponsorship package with the local hockey team because she thinks it will boost morale for her company's employees.This is an example of a business purchase decision based on

A)marketing objectives
B)internal objectives
C)personal objectives
D)societal objectives

Question 63

Segmentation approaches for ticket sales include the following approaches except

A)appealing to heavy users
B)appealing to light users
C)expanding the geographic footprint
D)appealing to the motivations of buyers

Question 64

With an ABC analysis of segmenting business customers,the "C" customer is

A)60% to 70% of the customers whose buying behavior can be described as moderate
B)occasional and low-dollar buyers who make up between 15% and 20% of the customers
C)15% to 20% of the customers who account for a significant portion of the revenue generated
D)the top 10% of the customers who generate 80% to 90% of the revenue

Question 65

Jordan usually attends one or two basketball games a year.He received a phone call from the Minnesota Timberwolves offering him a 35% discount if he purchased a season ticket or a 20% discount on a 20-game package.This is an example of the Timberwolves using a segmentation approach of

A)appealing to heavy users
B)appealing to light users
C)expanding the geographic footprint
D)appealing to the motivations of buyers

Question 66

Alex is marketing sponsorships that begin at $20 million for a 4-year period.Because of the cost he wants to target firms with at least 10,000 employees.This type of B2B segmentation is based on

A)industry or category membership
B)organizational size
C)sponsorship type
D)geographic location

Question 67

Tom received 4 tickets from his boss to the Dallas Cowboys football game for the excellent work he performed on a contract bid for a local Dallas business.This is an example of a B2B sports consumption decision based on

A)marketing objectives
B)internal objectives
C)personal objectives
D)societal objectives

Question 68

Victoria has played tennis since she was 9 years old.When an opportunity came to sponsor the local college tennis team,Victoria immediately signed the company up for the sponsorship.Out of the 40 employees in the company,only one employee other than Victoria has any interest in tennis.This is an example of a B2B sports consumption decision based on

A)marketing objectives
B)internal objectives
C)personal objectives
D)societal objectives

Question 69

The St.Louis Cardinals baseball team decided to market sponsorship opportunities to states outside of Missouri where the team is located.This is an example of the Cardinals using a segmentation approach of

A)appealing to heavy users
B)appealing to light users
C)expanding the geographic footprint
D)appealing to the motivations of buyers

Question 70

Tiffany wants to strengthen relationships with her primary clients,so she has decided to purchase a sponsorship package with the local football team.This is an example of a business purchase decision based on

A)marketing objectives
B)internal objectives
C)personal objectives
D)societal objectives

Question 71

Kelsey is looking for business partners for the sports property she manages located in Jacksonville,Florida.She wants to locate businesses within a 50 mile radius of Jacksonville.This type of B2B segmentation is based on

A)industry or category membership
B)organizational size
C)sponsorship type
D)geographic location

Question 72

Hannah offered her best companies the opportunity to attend the Kentucky Derby,be part of her company's hospitality suite,and go to the stables for a special tour before the races.This is an example of applying segmentation to

A)ticket sales
B)experiential events
C)sponsorships
D)media content

Question 73

Steve has decided to purchase a sponsorship package with the local baseball team because he is good friends with the marketing director for the baseball team.This is an example of a business purchase decision based on

A)marketing objectives
B)internal objectives
C)personal objectives
D)societal objectives

Question 74

Businesses often make sports-related investments to meet marketing objectives,which can include the following except

A)increasing brand awareness
B)improving employee morale
C)creating a desired brand image
D)obtaining new customers

Question 75

Market segments should meet the following criteria except

A)the organization has the capabilities and resources to serve the market's need
B)the segment can be reached through communication channels
C)relationships with customers in the segment will be profitable
D)the segment can be defined exclusively in socioeconomic terms

Question 76

Businesses often make sports consumption decisions based on meeting a specific objective.Most B2B purchasing decisions are based on

A)marketing objectives
B)internal objectives
C)personal objectives
D)societal objectives

Question 77

Business markets can be segmented based on behavior,and the primary behavior variable of interest is

A)purchase activity
B)number of employees
C)advertising expenditures
D)budget for sponsorships and activation

Question 78

With an ABC analysis of segmenting business customers,the "A" customer is

A)60% to 70% of the customers whose buying behavior can be described as moderate
B)occasional and low-dollar buyers who make up between 15% and 20% of the customers
C)15% to 20% of the customers who account for a significant portion of the revenue generated
D)the top 10% of the customers who generate 80% to 90% of the revenue

Question 79

The two marketing objectives frequently identified by sponsors for B2B sports consumption are

A)increasing sales and gaining new customers
B)strengthening client relations and boosting employee morale
C)motivating employees and increasing brand awareness
D)increasing brand awareness and creating a desired brand image

Question 80

With an ABC analysis of segmenting business customers,the "B" customer is

A)60% to 70% of the customers whose buying behavior can be described as moderate
B)occasional and low-dollar buyers who make up between 15% and 20% of the customers
C)15% to 20% of the customers who account for a significant portion of the revenue generated
D)the top 10% of the customers who generate 80% to 90% of the revenue