Sports Marketing Ch4 Part I: Question Preview (ID: 24263)


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Segmentation is a default strategy because it reflects the understanding that differences exist among consumers in the marketplace.
a) true b) false c) d)
The good and bad news of market segmentation is that there is no single recipe or formula for segmenting audiences.
a) true b) false c) d)
The task of breaking through an environment of intense competition for consumers' discretionary incomes decreases the importance of identifying relevant customer segments.
a) false b) true c) d)
Consumer behavior is driven by motivation to receive certain benefits or outcomes from a product or service.
a) true b) false c) d)
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.
a) true b) false c) d)
Communication with audience segments can be more effective when it is linked to their interests or lifestyles.
a) true b) false c) d)
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 arrangemen
a) true b) false c) d)
In evaluating a B2B buying decision, a company will likely compare the outcome to objectives that were established prior to the purchase.
a) true b) false c) d)
In segmenting business markets, industry or category membership refers to the line of business in which a firm operates.
a) true b) false c) d)
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.
a) true b) false c) d)
Because of the nature of sports, it is difficult to describe a sport's audience in terms of demographic characteristics.
a) false b) true c) d)
Social networking sites are an attractive medium for sports properties because of their ability to reach teens and young adults.
a) true b) false c) d)
Market segmentation is considered all of the following except
a) positioning approach b) default strategy c) creative process d) adaptive strategy
Recognizing market segmentation as a(n) ________ means that organizations are capable of modifying their targeting strategy as changes in the market are observed.
a) adaptive strategy b) default strategy c) creative process d) positioning approach
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