IMC 587 EXAM 1 WITH QUESTIONS AND
ANSWERS
Key Ingredients of a Successful Sport Branding Effort - ANSWER 1.
Stickiness of an idea
2. Reach of brand
3. Social identity
4. Media interest
5. Monetization and marketing metrics
Stickiness of an idea - ANSWER How does brand capture fans'
imagination?
Reach of brand - ANSWER How far does influence of brand extend?
Social identity - ANSWER Do different segments of the population
relate to the brand in a personal way?
Media interest - ANSWER Are members of the media captivated in
some way by the influence of a brand?
Monetization and marketing metrics - ANSWER Can marketers put a
number on brand's value or success?
Global Marketing Strategy & Competition - ANSWER 1. Growth of
North American professional sport leagues is a global phenomenon.
2. Building sport participation has been a key tool in marketing sport
brands on the international stage.
3. Leisure spending on spectator sports has decreased in the United
States.
4. Expansion of sport entertainment and participation options
creates greater marketplace competition.
,5. Maintaining market share can be difficult for sport products.
6. Popularity of some sports, such as action sports, is plateauing or
declining.
Weathering Recessions - ANSWER Sport marketing has been
affected by prevailing economic conditions.
Recessions have a major effect on sport brands: - ANSWER 1. The
1990s saw fans decrease identity with major league sports.
2. Sport venue construction decreased during the 1990s.
3. Significant MLB attendance drops occurred in 2002 and 2009.
4. Several major corporate sponsors reduced spending in the early
2000s.
Media Challenges - ANSWER 1. The way that fans consume sport has
evolved considerably, particularly with the explosion of new
technology such as social media, mobile devices, and high-definition
televisions.
2. Popularity of newspapers is in sharp decline.
3. Sport and media organizations must adapt to new means of
reaching consumers.
Grassroots Stress - ANSWER 1. Shifting economy and pressure on
tax revenue spending have clearly affected high school sports.
2. High school sport participation and spectator attendance play
significant roles in sport popularity.
Marketing Myopia - ANSWER 1. Focus on producing and selling
goods and services rather than on identifying and satisfying the
needs and wants of consumers and their markets
2. Belief that winning absolves all other sins
3. Confusion between promotions and marketing
, 4. Ignorance of competition inside and outside sport
5. Short-sighted focus on quick-return price hikes or investments
such as sponsorships rather than long-term investments in research
and in relationship marketing
6. Poor-quality research
7. Poor sales and service
8. Arrogance and laziness
9. Failure to adapt to industry, market, and consumer change
Uniqueness of Sport Marketing - ANSWER 1. Sport product
2. Sport marketplace
3. Sport finance
4. Sport promotion
Why Sport Product Is Unique - ANSWER 1. An intangible,
experiential, and subjective nature
2. Strong personal and emotional identification
3. Simultaneous production and consumption
4. Dependence on social facilitation
5. Inconsistency and unpredictability
6. Core product beyond marketers' control
Why Sport Marketplace Is Unique - ANSWER 1. Many sport
organizations simultaneously compete and cooperate.
2. Demand tends to fluctuate widely.
3. Sport has an almost universal appeal and pervades all elements of
life.
Why Sport Finance Is Unique - ANSWER 1. Pricing the individual
ANSWERS
Key Ingredients of a Successful Sport Branding Effort - ANSWER 1.
Stickiness of an idea
2. Reach of brand
3. Social identity
4. Media interest
5. Monetization and marketing metrics
Stickiness of an idea - ANSWER How does brand capture fans'
imagination?
Reach of brand - ANSWER How far does influence of brand extend?
Social identity - ANSWER Do different segments of the population
relate to the brand in a personal way?
Media interest - ANSWER Are members of the media captivated in
some way by the influence of a brand?
Monetization and marketing metrics - ANSWER Can marketers put a
number on brand's value or success?
Global Marketing Strategy & Competition - ANSWER 1. Growth of
North American professional sport leagues is a global phenomenon.
2. Building sport participation has been a key tool in marketing sport
brands on the international stage.
3. Leisure spending on spectator sports has decreased in the United
States.
4. Expansion of sport entertainment and participation options
creates greater marketplace competition.
,5. Maintaining market share can be difficult for sport products.
6. Popularity of some sports, such as action sports, is plateauing or
declining.
Weathering Recessions - ANSWER Sport marketing has been
affected by prevailing economic conditions.
Recessions have a major effect on sport brands: - ANSWER 1. The
1990s saw fans decrease identity with major league sports.
2. Sport venue construction decreased during the 1990s.
3. Significant MLB attendance drops occurred in 2002 and 2009.
4. Several major corporate sponsors reduced spending in the early
2000s.
Media Challenges - ANSWER 1. The way that fans consume sport has
evolved considerably, particularly with the explosion of new
technology such as social media, mobile devices, and high-definition
televisions.
2. Popularity of newspapers is in sharp decline.
3. Sport and media organizations must adapt to new means of
reaching consumers.
Grassroots Stress - ANSWER 1. Shifting economy and pressure on
tax revenue spending have clearly affected high school sports.
2. High school sport participation and spectator attendance play
significant roles in sport popularity.
Marketing Myopia - ANSWER 1. Focus on producing and selling
goods and services rather than on identifying and satisfying the
needs and wants of consumers and their markets
2. Belief that winning absolves all other sins
3. Confusion between promotions and marketing
, 4. Ignorance of competition inside and outside sport
5. Short-sighted focus on quick-return price hikes or investments
such as sponsorships rather than long-term investments in research
and in relationship marketing
6. Poor-quality research
7. Poor sales and service
8. Arrogance and laziness
9. Failure to adapt to industry, market, and consumer change
Uniqueness of Sport Marketing - ANSWER 1. Sport product
2. Sport marketplace
3. Sport finance
4. Sport promotion
Why Sport Product Is Unique - ANSWER 1. An intangible,
experiential, and subjective nature
2. Strong personal and emotional identification
3. Simultaneous production and consumption
4. Dependence on social facilitation
5. Inconsistency and unpredictability
6. Core product beyond marketers' control
Why Sport Marketplace Is Unique - ANSWER 1. Many sport
organizations simultaneously compete and cooperate.
2. Demand tends to fluctuate widely.
3. Sport has an almost universal appeal and pervades all elements of
life.
Why Sport Finance Is Unique - ANSWER 1. Pricing the individual
