Question 1

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

Accepted Answer

This statement is true. As the population of African Americans, Hispanic Americans, and Asian Americans increases, sports marketers recognize the importance of catering to these diverse groups of consumers. This includes featuring athletes from these ethnic groups in advertising campaigns and tailoring products and promotions to their specific cultural interests and preferences.

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

Accepted Answer

Target marketing involves selecting the specific segments of a market that a company wants to focus on in order to achieve its marketing objectives. This includes identifying the specific characteristics that define those segments, such as demographics, psychographics, and behaviors, and tailoring marketing efforts to meet their unique needs and preferences. Target marketing helps companies to use their marketing resources more efficiently and effectively, by focusing on the customers that are most likely to be interested in their products or services.

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

Accepted Answer

Positioning is defined as fixing your sports entity in the minds of consumers in the target market.

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

Accepted Answer

Market segments are defined by common needs or characteristics that distinguish them from other segments. Therefore, the members of a market segment have common needs. Option B is incorrect because while members of a market segment may be targeted by specific products, this is not a defining characteristic of the segment itself. Option C is incorrect because segment members must share common needs by definition. Option D is incorrect because a market segment is not the same as a target market – the latter may include multiple segments. Option E is incorrect because option C is not a valid characteristic of a market segment.

Question 5

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

Accepted Answer

While the mature adult market for sports marketers may not experience significant growth, there are still opportunities for growth and development within this demographic. Additionally, as people continue to live longer and lead more active lifestyles, the mature adult market may continue to expand in the future.

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

Accepted Answer

To be reachable, a target marketing segment must be accessible through physical distribution channels as well as through media channels such as advertising and promotions. Identifiable and common needs, substantial and behavioral variations, physical activity and emotional appeal, and emotional appeal and common needs are all important considerations in identifying a target market segment, but they do not necessarily determine its reachability.

Question 7

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

Accepted Answer

Market segmentation refers to the process of dividing a market into smaller segments of consumers with common needs and characteristics.

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

Accepted Answer

Niche strategies are focused on catering to a specific, small market segment rather than trying to appeal to the mass market. Niche strategies often involve customization and differentiation to attract the target segment, rather than trying to compete in a broader market.

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.

Accepted Answer

The text states that income alone can be a poor predictor of social class and that other factors such as education level and occupation are also important in 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

Accepted Answer

Geographic segmentation is the best choice as it focuses on dividing the market based on geographic boundaries such as regions, cities, or neighborhoods, which is important in the sport industry where teams are typically associated with a specific location or region. The statement "rooting for the home team" refers to the fact that people tend to support and have an emotional connection to the sports teams that are from their hometown or region.

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

Accepted Answer

Perceptual maps are used to visually display consumers' perceptions of different brands or products in relation to each other on key attributes. This allows marketers to examine their positioning in the market and identify areas where they can differentiate themselves from competitors. Therefore, perceptual maps are best used by sports marketers to examine positioning.

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

Accepted Answer

The grouping of fans according to their purchase behavior such as size and frequency of purchase, and loyalty is known as behavioral segmentation. This type of segmentation helps marketers to design specific marketing strategies for different types of users based on their behavior patterns. Demographic segmentation is based on age, gender, income, etc., psychographic segmentation is based on personality traits, values, lifestyle, and interests, benefit segmentation is based on benefits that different consumers seek from a product, and lifestyle segmentation is based on the way consumers live their lives.

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

Accepted Answer

The market selection decisions include segmentation, targeting, and positioning. Product, place, price, and promotion are marketing mix decisions. Demographic, geographic, and psychographic are types of segmentation. Contingencies, constituencies, and competitors are not relevant options for market selection.

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

Accepted Answer

AIO stands for activities, interests, opinions in psychographics, which are useful for understanding consumer behavior and targeting specific segments in marketing.

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

Accepted Answer

Market segmentation is the process of dividing a market into smaller groups of consumers with similar needs, preferences or characteristics. This allows businesses to tailor their marketing efforts and product offerings to better meet the specific needs of each segment. Market targeting involves selecting which segments to focus on and develop marketing strategies for, while market positioning involves creating a distinct image and identity for the brand in the minds of the target market. Socioeconomic segmentation is a type of market segmentation that divides consumers based on their income, occupation, education level, or other socioeconomic factors.

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

Accepted Answer

Repositioning is the process of changing the perception or image of a sports entity in the minds of consumers in the target market. It involves changing the way consumers perceive the brand or product compared to its competitors. Repositioning may be necessary if the current position is not generating the desired results, if the target market has shifted or if new competition has emerged.

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

Accepted Answer

Demographics refer to characteristics of a population, such as age, gender, education, and income. The description given in the question is based on these demographic factors.

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

Accepted Answer

These examples are segmenting based on the family life cycle, as they target specific stages or situations in people's lives, such as families with children or single individuals.

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.

Accepted Answer

This statement is incorrect. Demographic segmentation is actually quite commonly used in sports marketing. It involves dividing the market into groups based on demographic factors such as age, gender, income, education, and occupation. This can help marketers tailor their messages and offerings to different segments of the population. While it may be challenging to obtain accurate demographic data, this is not a reason to avoid using this technique altogether.

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

Accepted Answer

The majority fallacy is the mistaken belief that the largest segment of consumers is the most profitable or best target market, ignoring the potential of smaller, more profitable segments.

Quiz 6: Segmentation, targeting, and Positioning

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

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

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

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

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

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

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

Niche strategies are concerned with _____.

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.

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

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

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

The market selection decisions are _____.

In psychographics,AIO stands for _____.

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

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

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 _____.

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

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.

The majority fallacy is the assumption that _____.