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Sports Marketing Ch4 Part II
Test Description: Good Luck1
Instructions: Answer all questions to get your test result.
1) Which of the following questions is least useful when segmenting consumer audiences?
A
What benefits do our customers seek?
B
What behaviors do our customers exhibit?
C
What product attributes are important to our customers?
D
What are the descriptive characteristics of our customers?
2) Demographic characteristics of a market segment include the following except
A
family life cycle stage
B
ethnicity
C
gender
D
social class
3) Socioeconomic characteristics of a market segment include the following except
A
family life cycle stage
B
education level
C
social class
D
occupation
4) Sociodemographic characteristics are used to describe market segments for the following reasons except
A
they provide accurate descriptions of a sports property's target market
B
most of the info can be obtained from secondary data
C
they are relatively easy to measure
D
they are easy to understand
5) 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
geopgraphic
C
socioeconomic
D
psychographic
6) 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
psychographic
B
socioeconomic
C
geographic
D
demographic
7) 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
psychographic
B
geographic
C
socioeconomic
D
demographic
8) 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
fans receiving special discounts at concessions
B
images of tailgating
C
in-game activities involving fan participation
D
groups of fans talking, cheering, and laughing
9) Kevin enjoys playing tennis and racquetball. He also has an interest in camping and hiking. These characteristics of Kevin are classified as
A
socioeconomic data
B
geographic variables
C
psychographic variables
D
demographic data
10) Psychographic variables classify individuals using the following except
A
social class
B
personal values
C
hobbies and interests
D
lifestyle
11) Usage rate segmentation is rooted in the concept of the 80/20 rule, which suggests that
A
20% of the customers generate 80% of the revenue and profit
B
20% of the customers attend more than one game a year while 80% only attend one game a year
C
) 80% of the customers generate 20% of the revenue and profit
D
80% of the customers are season ticket holders while 20% attend only one game a year
12) Business-to-business customers for sports properties include the following except
A
government entities
B
advertising partners
C
nonprofit organizations
D
corporate sponsors
*select an answer for all questions
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