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Sports Marketing Ch4 Part I
Test Description: Good Luck!
Instructions: Answer all questions to get your test result.
1) Segmentation is a default strategy because it reflects the understanding that differences exist among consumers in the marketplace.
A
false
B
true
2) The good and bad news of market segmentation is that there is no single recipe or formula for segmenting audiences.
A
false
B
true
3) The task of breaking through an environment of intense competition for consumers' discretionary incomes decreases the importance of identifying relevant customer segments.
A
true
B
false
4) Consumer behavior is driven by motivation to receive certain benefits or outcomes from a product or service.
A
true
B
false
5) 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
6) Communication with audience segments can be more effective when it is linked to their interests or lifestyles.
A
true
B
false
7) 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
false
B
true
8) In evaluating a B2B buying decision, a company will likely compare the outcome to objectives that were established prior to the purchase.
A
false
B
true
9) In segmenting business markets, industry or category membership refers to the line of business in which a firm operates.
A
true
B
false
10) 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
11) Because of the nature of sports, it is difficult to describe a sport's audience in terms of demographic characteristics.
A
false
B
true
12) Social networking sites are an attractive medium for sports properties because of their ability to reach teens and young adults.
A
true
B
false
13) Market segmentation is considered all of the following except
A
creative process
B
adaptive strategy
C
default strategy
D
positioning approach
14) Recognizing market segmentation as a(n) ________ means that organizations are capable of modifying their targeting strategy as changes in the market are observed.
A
positioning approach
B
adaptive strategy
C
default strategy
D
creative process
*select an answer for all questions
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