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SPMT 615 Exam 1 Questions and Correct Answers
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SPMT 615 Exam 1 Questions and Correct Answers
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SPMT 615 Exam 1How can sport organizations eliminate marketing myopia? - Answer -By focusing on meeting the needs
of consumers rather than on producing and selling sports products
who coined the phrase marketing myopia? - Answer -theodore levitt
what do marketing-oriented organizations practice? - Answer -the marketing concept that
organizational goals and objectives will be reached if customer needs are satisfied
-focus on understanding customer preferences and meeting these through the coordinated use of
marketing
when is an organization marketing oriented? - Answer -when it engages in the following activities:
-intelligence generation
-intelligence dissemination
-responsiveness
how much does the sport industry generate? - Answer -between $420-620 billion
-twice the size of the auto industry
what is the consumer-supplier relationship in the sports industry? - Answer -Consumers
-spectators, participants, corporate or business
,to
Products
-events, sporting goods, personal training for sports, sports information
to
producers and intermediaries
-ownership, sanctioning bodies, sponsors, media, agents, equipment manufacturers
is the traditional organizational perspective or the consumer perspective more helpful/useful to
potential sports marketers? - Answer -consumer perspective
what are the 3 elements of the sports industry - Answer --consumers of sports
-sports products they consume
-suppliers of the sports product
why does the sports industry exist? - Answer -to satisfy the needs of 3 distinct types of consumers
-spectators
-participants
-sponsors
would the sports industry exist without spectators? - Answer -no
what are the two broad types of consumers? - Answer -individual and corporate
,what has the focus of the sports industry and sports marketers changed from? - Answer -spectator
attending the event to pleasing the media broadcasting the sporting event to spectators in remote
location
-this happened because of the growth of media influence and the power of corporate consumers
what are the two broad classifications of sport participants? - Answer --those who participate in
unorganized sports
-those who participate in organized sports
examples of unorganized sports - Answer -kids playing a pick up game, teenagers skateboarding, or
people playing street hockey
fitness runners, joggers, and walkers
what are the two types of organized sporting events? - Answer -amateur and professional
examples of amateur competitions - Answer -recreational/ elite level youth sports, high school sports
controlled at the state level through leagues, collegiate sports, Olympics, and adult community-based
recreational sports
what is sponsorship a potent answer to? - Answer -the challenge of how to build attention, support, and
loyalty for brands in an environment that is otherwise hostile to marketing communications
what's the most difficult conceptual issue for sports marketers? - Answer -trying to understand the
nature of the sports product
-what is the product that spectators, participants, and sponsors consume?
what do sport marketers sell their products based off? what can these products be called? - Answer -
benefits
, "bundle of benefits"
Four categories of sports products - Answer --sporting events
-sporting goods
-sport training
-sports information
is the line between amateur and professional sports/sporting events blurred? - Answer -yes
athletes - Answer -participants who engage in organized training to develop skills in particular sports
-sports products because they perform in competition/ exhibition
-thought of as "bundles of benefits"
who is the one athlete to achieve "superproduct" status? - Answer -Eldrick "Tiger" Woods
what do today's athletes think of themselves as? - Answer -entertainers
what's included in sporting goods? - Answer -licensed merchandise, collectibles, and memorabilia
what's one of the earliest examples of sports marketing? - Answer -1880s when baseball cards were
introduced and featured as promotions on cigarette packs rather than gum
what caused the collapse of the sports trading card industry? - Answer -too much competition according
to David Leibowitz, an industry analysis
-channel of distribution was backed up and had too much inventory so it was hard to sustain prices, let
alone allow them to continue to rise
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