Deck 6: Segmentation, targeting, and Positioning

Question 1

Ethnic groups (African Americans,Hispanic Americans,and Asian Americans)are becoming increasingly important to sports marketers as their numbers continue to grow.

Answer 1

True

Question 2

______ is choosing the segment(s)that will allow an organization to most efficiently and effectively attain its marketing goals.

A) Target marketing
B) Segmentation marketing
C) Position marketing
D) Reposition marketing
E) None of the above

Answer 2

A

Question 3

According to the text,_____ is defined as fixing your sports entity in the minds of consumers in the target market.

A) segmenting
B) targeting
C) positioning
D) repositioning
E) none of the above

Answer 3

C

Question 4

By definition,the members of a market segment have _____.

A) common needs
B) target products
C) uncommon needs
D) target market
E) both b and c

Question 5

The mature adult market (55+ years old)for sports marketers is expected to remain constant,with very little room for growth.

Question 6

A target marketing segment must be reachable.This includes ______.

A) identifiable and common needs
B) physical distribution and media
C) substantial and behavioral variations
D) physical activity and emotional appeal
E) emotional appeal and common needs

Question 7

According to the text,market segmentation is defined as identifying groups of consumers based on their common needs.

Question 8

Niche strategies are concerned with _____.

A) building new venues with relatively small fields to fit in more luxury suites
B) functionality, not profit
C) capturing a relatively small market segment
D) developing mass market appeal
E) developing a mass media appeal

Question 9

According to the text,most people equate social class (socioeconomic segmentation)with income,although income alone can be a poor predictor of social class.Other factors,such as education level and occupation,also go into determining social class.

Question 10

_____ segmentation is simple but powerful in the sport marketing industry,and is closely associated with the statement "rooting for the home team."

A) Behavioral
B) Socioeconomic
C) Demographic
D) Geographic
E) None of the above

Question 11

Perceptual maps are best used by sports marketers to examine _____.

A) positioning
B) segmentation
C) awareness
D) targeting
E) none of the above

Question 12

The grouping of fans according to size of purchase,frequency of purchase,and loyalty is the basis of _____ segmentation.

A) demographic
B) psychographic
C) behavioral
D) benefit
E) lifestyles

Question 13

The market selection decisions are _____.

A) product, place, price, promotion
B) demographic, geographic, psychographic
C) segmentation, targeting, positioning
D) contingencies, constituencies, competitors
E) none of the above

Question 14

In psychographics,AIO stands for _____.

A) area, income, occupation
B) advertising, images, online
C) attitudes, internal search, outreach
D) activities, interests, opinions
E) advertising, interest, occupation

Question 15

_____ is defined as identifying groups of consumers based on their common needs.

A) Market segmentation
B) Market targeting
C) Market positioning
D) Socioeconomic segmentation
E) None of the above

Question 16

_____ is changing the image or perception of the sports entity in the minds of consumers in the target market.

A) Positioning
B) Segmentation
C) Targeting
D) Repositioning
E) None of the above

Question 17

The person who attends a sporting event is most likely to be male,younger,more educated,and have higher income than the general population.This description of a typical member of the "game attendee" segment is based on _____.

A) lifestyles
B) demographics
C) Maslow
D) eustress
E) psychographics

Question 18

No-alcohol sections,family nights,and singles night at the ballpark would be good examples of segmenting based on _____.

A) socioeconomics
B) demographics
C) family life cycle
D) geodemographics
E) psychographics

Question 19

Demographic segmentation is used very little in sports marketing,because it is narrow in its scope and the information for this technique is hard to come by.

Question 20

The majority fallacy is the assumption that _____.

A) the brand with the highest sales is the brand with the highest quality
B) the largest group of consumers should always be selected as the target market
C) the major league teams will always attract more fans than minor league teams
D) older players attract older fans
E) none of the above

Question 21

Define and list the AIO dimensions under psychographic segmentation.

Question 22

List and describe the six bases for segmentation of consumer markets.

Question 23

Explain the market selection decisions of segmentation,target markets,and positioning.

Question 24

Apply market selection decisions (segmentation,targeting,positioning)to minor league baseball.

Question 25

When the NHL ran ads featuring celebrities,such as Shania Twain,Jim Belushi,and Cuba Gooding Jr.,about cracking down on violence (in game fighting)they were using repositioning.

Question 26

According to the text,for sports marketers engaged in the strategic sports marketing process,two common goals are attracting more fans and keeping them.Benefit segmentation lies at the heart of these two objectives.

Question 27

If Nike ran ads for a shoe that would be designed for marathon runners,with specific size limitations,and cost twice as much as existing running shoes,this would be an example of niche marketing.

Question 28

Construct a perceptual map to explain the differences between sports and other entertainment choices.

Question 29

Position marketing is choosing the segment(s)that will allow an organization to most efficiently and effectively attain its marketing goals.