Question 1

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

Accepted Answer

This is an example of applying segmentation to experiential events because it involves creating a unique experience (a special autograph session) that is targeted at a specific group (season ticket holders), enhancing their engagement and loyalty.

Question 2

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

Accepted Answer

Kelsey's decision to purchase a sponsorship package with the local hockey team to boost her company's employee morale is based on internal objectives, as it focuses on improving the internal environment of her company rather than external marketing, personal, or societal goals.

Question 3

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

Accepted Answer

The answer of Segmentation approaches for ticket sales include the...

Question 4

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

Accepted Answer

In an ABC analysis, "C" customers are typically those who contribute the least to sales or profits, often making up a larger percentage of the customer base but accounting for a smaller portion of sales. They are characterized as occasional and low-dollar buyers, aligning with option B.

Question 5

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

Accepted Answer

The Timberwolves are targeting Jordan, who attends only a few games a year, with discounts to encourage him to purchase more tickets. This strategy is aimed at increasing engagement from light users by making it more financially appealing for them to attend more games.

Question 6

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

Accepted Answer

The segmentation is based on organizational size, specifically firms with at least 10,000 employees. This is not based on industry or category membership, sponsorship type, or geographic location.

Question 7

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

Accepted Answer

This is an example of a B2B (Business-to-Business) sports consumption decision based on internal objectives, as the tickets were given as a reward for excellent work performance, reflecting the company's internal goal of motivating and rewarding its employees.

Question 8

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

Accepted Answer

This decision is based on personal objectives, as it reflects Victoria's personal interest in tennis rather than the company's marketing, internal, or societal objectives.

Question 9

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

Accepted Answer

The Cardinals are expanding their geographic footprint by marketing sponsorship opportunities to states outside of Missouri. This is a form of segmentation that targets potential buyers in different regions.

Question 10

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

Accepted Answer

Purchasing a sponsorship package with the local football team is a marketing strategy that aims to strengthen relationships with primary clients. This decision is based on marketing objectives, which focus on improving customer relationships and engaging with the local community to increase brand awareness and loyalty.

Question 11

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

Accepted Answer

The segmentation is based on geographic location, specifically a 50 mile radius around Jacksonville, Florida.

Question 12

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

Accepted Answer

Experiential events. By offering the opportunity to attend the Kentucky Derby and go on a special tour of the stables, Hannah is targeting a specific segment of her company's best clients who are likely interested in horse racing and exclusive experiences. This is an example of experiential marketing, where a company creates a memorable event or experience to engage with a specific audience.

Question 13

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

Accepted Answer

The decision to purchase a sponsorship package with the local baseball team was based on Steve's personal objectives, specifically his friendship with the marketing director. It was not based on marketing objectives since there is no information about any marketing goals Steve may have had. It was also not based on internal objectives or societal objectives.

Question 14

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

Accepted Answer

Investing in sports-related activities is primarily done to improve marketing objectives. Employee morale is not a marketing objective but rather an internal goal of an organization.

Question 15

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

Accepted Answer

The statement "the segment can be defined exclusively in socioeconomic terms" is incorrect. Market segments should be defined based on factors such as demographics, psychographics, behavior, and needs to effectively reach and communicate with the target audience. Socioeconomic terms alone may not provide adequate information for segmenting a market.

Question 16

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

Accepted Answer

The answer of Businesses often make sports consumption decisions based...

Question 17

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

Accepted Answer

The primary behavior variable of interest in business market segmentation is purchase activity, as it provides insight into buying patterns and decision-making processes. Other variables such as number of employees, advertising expenditures, and budget for sponsorships and activation may be useful for segmentation, but they are secondary to understanding purchase behavior.

Question 18

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

Accepted Answer

The answer of With an ABC analysis of segmenting business...

Question 19

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

Accepted Answer

The answer of The two marketing objectives frequently identified by...

Question 20

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

Accepted Answer

B customers in an ABC analysis are typically those whose buying behavior is moderate, representing 60% to 70% of the customers.

Quiz 4: Segmenting Audiences for Sports

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

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

Segmentation approaches for ticket sales include the following approaches except

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

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

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

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

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

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

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

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

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

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

Market segments should meet the following criteria except

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

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

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

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

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