SPMT 370 EXAM 1 QUESTIONS & ANSWERS
1. what is sport marketing?: all activities are designed to meet the wants of the sports consumers
2. what is a product?: a bundle of attributes, which potentially provide benefits and value
3. What are the approaches to studying consumer behavior?: description, explanatory,
exploratory
(quantitative: survey)
(qualitative: interviews, secret shoppers, focus groups)
4. Describe consumer behavior as a field of study: study of consumers as they go about the
consumption process - the science of studying how consumers seek value in an ettort to address real needs
5. What is a blue ocean strategy?: positioning a firm far away from competitors' positions so that it
creates an industry of its own and, at least for a time, isolates itself from competitors
6. What are the different segmentation types? BDP: Behavior, Demographic, Psychographic
7. What are the different behavior segmentation types: Need-based, discount, new, and
potential
8. Describe demographics: age, race/ethnicity, social class/income, sex/gender
ETHNIC GROUPS are NOT HOMOGENOUS
9. Describe psychographics: believer, experiencer, innovator, wanderer, impulsive, socialite
10. What is a touchpoint?: direct contacts between the firm and a customer
11. what is flow?: high emotional involvement where a consumer is involved in an activity
12. what affects consumer behavior?: external influences, internal influences, decision making
process, outcomes and issues
13. What is course behavior?: dynamic process that can involve many people, involves many decisions,
and involves consumer emotions
14. what does STP stand for?: segmentation, targeting, positioning
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, 15. why is consumer behavior dynamic?: Economy, technology, and globalization
16. What is the consumer behavior theory: illustrates factors that shape consumption-related
behaviors and determine the value associated with consumption
17. what is consumption?: process by which consumers use and transform products into value
18. What is value?: benefits - costs
19. What is utilitarian value: value derived from a product or service that helps the consumer solve
problems and accomplish tasks
20. What is hedonic value: value derived from the gratification that comes from some task
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1. what is sport marketing?: all activities are designed to meet the wants of the sports consumers
2. what is a product?: a bundle of attributes, which potentially provide benefits and value
3. What are the approaches to studying consumer behavior?: description, explanatory,
exploratory
(quantitative: survey)
(qualitative: interviews, secret shoppers, focus groups)
4. Describe consumer behavior as a field of study: study of consumers as they go about the
consumption process - the science of studying how consumers seek value in an ettort to address real needs
5. What is a blue ocean strategy?: positioning a firm far away from competitors' positions so that it
creates an industry of its own and, at least for a time, isolates itself from competitors
6. What are the different segmentation types? BDP: Behavior, Demographic, Psychographic
7. What are the different behavior segmentation types: Need-based, discount, new, and
potential
8. Describe demographics: age, race/ethnicity, social class/income, sex/gender
ETHNIC GROUPS are NOT HOMOGENOUS
9. Describe psychographics: believer, experiencer, innovator, wanderer, impulsive, socialite
10. What is a touchpoint?: direct contacts between the firm and a customer
11. what is flow?: high emotional involvement where a consumer is involved in an activity
12. what affects consumer behavior?: external influences, internal influences, decision making
process, outcomes and issues
13. What is course behavior?: dynamic process that can involve many people, involves many decisions,
and involves consumer emotions
14. what does STP stand for?: segmentation, targeting, positioning
1/
11
, 15. why is consumer behavior dynamic?: Economy, technology, and globalization
16. What is the consumer behavior theory: illustrates factors that shape consumption-related
behaviors and determine the value associated with consumption
17. what is consumption?: process by which consumers use and transform products into value
18. What is value?: benefits - costs
19. What is utilitarian value: value derived from a product or service that helps the consumer solve
problems and accomplish tasks
20. What is hedonic value: value derived from the gratification that comes from some task
2/
11
