Module 2

Question 1

What does STP stand for?

Answer 1

Segmentation,
Targeting,
Positioning.

Question 2

What is market penetration?

Answer 2

Marketing more of existing portfolio to existing market segments.

Question 3

What is market development?

Answer 3

Marketing existing portfolio to new customers.

Question 4

What is development of offerings?

Answer 4

Marketing new products to existing consumers.

Question 5

What is customer relationship management?

Answer 5

Enhancing loyalty, relationships, and values with existing market segments.

Question 6

What is De-marketing?

Answer 6

Excluding customers you do not target.

Question 7

What are the 5 key aspects of segmentation in sport marketing?
(WBETS)

Answer 7

Wide product application,
Broad reach,
Efficient reach,
Timing,
Segment boundaries.

Question 8

What are the 4 keys criteria for effective segmentation?
(RMAS)

Answer 8

Responsiveness,
Measurability,
Accessibility,
Substantiality.

Question 9

What are the 3 ways to target markets?
(UMC)

Answer 9

Undifferentiated targeting,
Multi-segment targeting,
Concentrated targeting.

Question 10

What are the 4 positioning strategies in marketing segmentation?
(Position by: APUA)

Answer 10

Position by attributes,
Position by price-quality association,
Position by use,
Position by advantage over competition.

Question 11

What is the sport marketing mix? 4 P’s

Answer 11

Product,
Price,
Promotion,
Place.

Question 12

What is the difference between a product and a service?

Answer 12

Product is tangible, service is intangible.

Question 13

What are the 4 steps to the product lifecycle?

Answer 13

Introduction
Growth
Maturity
Decline

Question 14

What are some examples of primary products in sports?

Answer 14

Events (Olympics)
Athletes
Teams
Leagues

Question 15

What are some examples of derivative products in sport?

Answer 15

Facilities
Skilled services (chiropractor)
Media (sports networks)

Question 16

What is a brand?

Answer 16

Name, logo, or symbol that distinguishes a product from others

Question 17

What is a brand audience?

Answer 17

All groups of people who influence a brand and those influenced by one.

Question 18

Examples of brand audiences?

Answer 18

Staff & volunteers
Athletes
Host cities
Sponsors
Media
Fans

Question 19

What are brand touchpoints?

Answer 19

Where a brand interacts with its audience

Question 20

What are the 4 dimensions to brand equity?

Answer 20

Brand awareness
Perceived Quality
Brand association
Brand loyalty

Question 21

What is brand association?

Answer 21

The representation of a brand image from the consumer point of view

Question 22

What are the 3 types of brand associations for sports clubs?

Answer 22

Attributes (success)
Benefits (fan identification)
Attitudes (overall perception)

Question 23

What are the 3 elements brand associations are evaluated on?

Answer 23

Strength
Favourability
Uniqueness

Question 24

Provide an example of a Team, Organization, and Market related antecedent?

Answer 24

Team related: team success
Organization related: reputation
Market related: media coverage

Question 25

What is the product mix?

Answer 25

All the different products and services an organization offers.

Question 26

What is brand equity?

Answer 26

The added value that a product has by virtue or its brand name.

Question 27

What is merchandising?

Answer 27

A product with a name or logo of a sports team.

Question 28

What is licensing?

Answer 28

A contractual agreement where a company uses another company’s trademark.

Question 29

What is a brand extension?

Answer 29

A new product sold with the same brand name as a strong existing brand.