Question 1

Sociodemographic characteristics used to describe market segments include the following except

Accepted Answer

Sociodemographic characteristics refer to demographic characteristics that are related to social status and income. Ethnicity, geographic location, and occupation are examples of such demographic characteristics, but psychographic characteristics are related to personality, values, and interests, which are not sociodemographic in nature. Therefore, the correct answer is D.

Question 2

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

Accepted Answer

Demographic variables are based on characteristics such as age, gender, income, and education level. Geographic variables are based on physical location. Socioeconomic variables are based on a combination of income, occupation, and educational level. Psychographic variables, on the other hand, focus on the attitudes, values, interests, and lifestyle characteristics of individuals. Therefore, psychographic variables are the best choice for the given description.

Question 3

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

Accepted Answer

This question is still useful, but it is the least important because it only focuses on one aspect of consumer segmentation (product attributes), whereas the other questions cover descriptive characteristics, benefits sought, and behaviors exhibited, all of which provide a more comprehensive understanding of the consumer audience.

Question 4

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

Accepted Answer

Esteem needs refer to the desire for respect, self-esteem, achievement, recognition, and confidence. These needs are often satisfied through social and professional recognition, such as praise, promotions, and applause. Thus, option C, which mentions confidence, achievement, and respect of others, best aligns with Maslow's esteem needs theory.

Question 5

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

Accepted Answer

Safety needs include the need for comfort and security, which includes physical safety, financial security, stability, and protection from harm or danger.

Question 6

Demographic characteristics of a market segment include the following except

Accepted Answer

Social class is considered a psychographic characteristic, not a demographic one. Demographics typically include measurable statistics such as age, gender, ethnicity, and family life cycle stage, while psychographics pertain to attitudes, interests, and values.

Question 7

Psychographic variables classify individuals using the following except

Accepted Answer

Psychographic variables classify individuals based on their attitudes, values, beliefs, and lifestyles. Social class is not a psychographic variable as it primarily concerns one's socioeconomic status and is more related to demographics.

Question 8

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

Accepted Answer

The Atlanta Braves, like many sports organizations, conduct market research to identify key segments of their audience. The segments listed - avid fans, families, and entertainment seekers - are common target groups for sports teams. However, "young adults" as a distinct segment is not mentioned as an exception in the context of the Atlanta Braves' research findings. This implies that while they may indeed focus on young adults, it is not highlighted as a unique or separate segment in contrast to the others mentioned.

Question 9

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

Accepted Answer

Kevin's interests in playing tennis, racquetball, camping, and hiking are examples of psychographic variables, which are related to people's attitudes, values, activities, interests and lifestyles. These variables are used by marketers to identify and target specific consumer segments that share similar psychographic characteristics.

Question 10

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

Accepted Answer

Sociodemographic characteristics may provide a general understanding of a sports property's target markets, but they may not always accurately describe the specific preferences or behaviors of individuals within those markets. Therefore, while they are easy to understand and measure, they may not provide accurate enough descriptions for effective marketing strategies. Additionally, while much of this information can be obtained from secondary data, it may not always be up-to-date or completely accurate.

Question 11

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

Accepted Answer

Socioeconomic factors include both income levels and education, which are the descriptors mentioned in the scenario.

Question 12

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

Accepted Answer

The primary challenge for a sports property after identifying market segments is to determine how they differ from each other and how to use that information to tailor marketing efforts. This requires understanding the unique characteristics and preferences of each segment and designing marketing activities that will resonate with them. Creating radio advertisements or using database technology may be part of the overall strategy, but they are not the primary challenge. A default segmentation strategy may also be ineffective as it may not address the unique needs of each segment.

Question 13

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

Accepted Answer

Spectator sports and experiential events are often marketed as social events, providing an opportunity for individuals to connect with like-minded individuals and form a sense of community. Meeting social needs is a primary motivator for individuals to attend such events.

Question 14

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

Accepted Answer

While the other options all involve social aspects of sports, such as community and fan engagement, offering special discounts at concessions is more of a marketing strategy that targets a fan's financial motivation rather than their social needs.

Question 15

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

Accepted Answer

Demographic descriptors are based on measurable characteristics of a population, such as age, gender, and family size. In this case, the target market of males in the 30-50 age group with children in their teens or out of the home already are all demographic characteristics.

Question 16

Socioeconomic characteristics of a market segment include the following except

Accepted Answer

Family life cycle stage is not a socioeconomic characteristic, but rather a demographic characteristic. Socioeconomic characteristics relate to factors such as income, education, and occupation which are used to define social classes and determine purchasing behaviors.

Question 17

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

Accepted Answer

Physiological needs refer to the basic needs that are essential for survival such as food, water, shelter, sleep, oxygen, etc. Hence, among the given options, the best choice is D because it includes the basic needs. Option A refers to safety needs, option B refers to social needs, and option C refers to esteem needs which come after physiological needs in Maslow's hierarchy of needs theory.

Question 18

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

Accepted Answer

The descriptors "within 30 miles of the stadium" and "within three different counties" indicate geographic location and therefore fall under the category of geographic segmentation.

Question 19

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

Accepted Answer

Social needs refer to the desire for companionship, friendships, and the sense of being a part of a community. These are met through relationships with family, friends, and other social groups.

Question 20

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

Accepted Answer

Self-actualization needs are the highest level of needs according to Maslow's hierarchy of needs theory. They include morality, creativity, and lack of prejudice, which are related to personal growth, fulfillment, and the pursuit of one's potential. Comfort and security (A) are basic physiological needs, while relationships with family, friends, and others (B) and confidence, achievement, and respect of others (C) are categorized under social and esteem needs, respectively, in the lower levels of the hierarchy.

Quiz 4: Segmenting Audiences for Sports