Exam 2

Question 1

Five strategic components about marketing management?

Answer 1

1. Visualize and position the organization.
2. Clarify your goals and objectives.
3. Develop a marketing plan.
4. Integrate the marketing plan into a broader strategic allocation of resources, that ensure success.
5. Control and evaluate the plans implementation.

Question 2

Step 1. Visualize and position the org.

Answer 2

Mission statement – SWOT Analysis

Question 3

Step 2. Clarify your goals and objectives.

Answer 3

S-Specific 
M-Measureable 
A-Achievable 
R-Relevant
T-Timebound

Question 4

Step 3. Develop a marketing plan.

Answer 4

Marketing segmentation and identifying key targets.

Question 5

Step 4. Integrate the marketing plan into a broader strategic allocation of resources, that ensure success.

Answer 5

Need to ensure there will be more executives supporting the plan, coordinate four P’s across the organization, and blend the four p’s to build packages valued by customers.

Question 6

Step 5. Control and evaluate the plan’s implementation.

Answer 6

Analysis, evaluation, and control should be everyday events.

Question 7

Consumer Behavior

Answer 7

The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on theconsumerand society.

Question 8

Socialization

Answer 8

The process by which individuals assimilate and develop the skills, knowledge, attitudes, and other “equipment” necessary to perform various social roles. This involves two‑way interaction between the individual and the environment.

Question 9

Three Ways for involvement

Answer 9

Behavioral Involvement: The “Hands On” doing.

Cognitive Involement: The acquisition of knowledge and information about a sport.

Affective Involvement: The attitudes, feelings, and emotions the consumer has about an activity.

Question 10

Perceptual Issues in Sports

Answer 10

• Facility Cleanliness
• Exposure to Violence
• Inside and outside the venue.
• Exposure to adult/bad behavior
• Rick of injury or embarrassment

Question 11

Consumer decision making process

Answer 11

• Need recognition
• Awareness and information search
• Evaluation of choices
• Purchase decision
• Experience
• Evaluation
• Post-evaluation behavior

Question 12

Market Segmentation

Answer 12

The process of dividing a large, hetero-geneous market into more homogeneous groups of people, who have similar wants, needs, or demographic profiles, to whom a product may be targeted

Question 13

Purpose of segmentation?

Answer 13

• Focus on the most likely to buy
• Meet wants and needs without exhausting resources
• Provide product, price, promotion, place, and public relations in the proper way

Question 14

Target Market must haves…

Answer 14

• Homogenus Market
• Heterogenus between
• Substantial…No money no market

Question 15

Four main basis of segmentation in sport marketing

Answer 15

State of being
- Demographics
State of mind
- Psychographics – VALs Survey
Product benefits/Product usage
- 80/20 rule – 80% Revenue from 20% of customers	Geographic

Question 16

Identifiability

Answer 16

Can marketer identify a segment? (thru demographics, etc.)

Question 17

Accessibility

Answer 17

Can the market access the segment?

Question 18

Responsiveness

Answer 18

Will the segment be responsive to marketing efforts in terms of wants and needs, and is it worth targeting the segment?

Question 19

The sport product

Answer 19

The sport product is any bundle or combination of qualities, processes, and capabilities that a buyer expects will satisfy wants and needs.

• It is inconsistent in nature.
• The game itself is only a small part of the ensemble.
• The sport marketer has little control over the game itself.

Question 20

The event experience

Answer 20

• Game form
• Players
• Equipment
• Venue

Question 21

Product extensions

Answer 21

Coaches
Tickets 
Luxury boxes
Programs
Video screens
Music
Memorabilia
Mascots

Question 22

Star Quality Article

Answer 22

Star Quality determined by all star votes

The presence of Star Quality increases NBA live attendance: 1 million All-Star votes=1024 additional fans attending a game.

Strong conference competitive parity increases attendance at the league level

Increased probability of Home Team win increases attendance at the game level.

Question 23

Catching Hell Doc.

Answer 23

Socialization Examples
Interviewed fans with deep knowledge of the curses involved with the Red Sox and Cubs (Curse of the Bambino & Curse of the Billy Goat)

Question 24

Catching Hell Doc, Cont.

Answer 24

Examples of Birging

Negative side of Birging – Cubs fans get violent towards another fan for causing the loss.

Question 25

Catching Hell Doc, Cont.

Answer 25

Public Relations
The Cubs did not handle the situation well by not getting in front of the story and pushing blame away from Steve Bartman (the fan the knocked the ball away).
Because of this lackluster PR performance the media pounced on Mr. Bartman going as far as publishing his home address and where he worked.

Question 26

Theory of reasoned Action

Answer 26

Consumers consider what others think about them, even when it comes to sports.

Therefore, not only does a personal attitude or individual factor effect a purchase decisions, but also subjective norms or environmental factors will be considered during consumer purchase decisions.

Question 27

Perception

Answer 27

The process by which a person scans, gathers, assesses, and interprets information in the environment

Depends on the characteristics of the person, situation, or thing perceived (stimulus factors) and the characteristics of the perceiver (individual factors)