Chapter 1
Situation Analysis of Sport Marketing
1. Marketing is defined as:
a. The collection of skills related to the planning, organizing, directing,
controlling, budgeting, leading, and evaluation of an organization or
department whose primary product or service is related to sport and its related
functions.
b. Paid, nonpersonal communications about a sport product or service through
the print, broadcast or electronic media that are designed to attract public
attention and subsequent purchase.
c. The functions involved in the transfer of goods and services from the producer
to the consumer.
d. The relationship between a corporation and a sport organization as a tool to
develop brand image and customer loyalty as a result of the association.
2. Which of the following is NOT one of the 4 Cs of marketing analysis?
a. Committees
b. Company
c. Competition
d. Consumer
,3. The concept of dividing a large, diverse group with multiple attributes into smaller
groups with distinctive characteristics is called:
a. Segmentation
b. Targeting
c. Positioning
d. Delivery
4. The assumption that 20% of customers generate 80% of sales, and that 80% of
merchandise comes from 20% of the vendors is called:
a. Strategic Marketing
b. SWOT Analysis
c. PEST Analysis
d. The Pareto Principle
5. Finding the best way to get a product’s image into the minds of consumers, and hence
entice the consumer to purchase the product, is called:
a. Segmentation
b. Targeting
c. Positioning
d. Delivery
,6. How a company seeks to influence the perceptions of potential and current customers
regarding the image of the company and its products and services is called:
a. Segmentation
b. Targeting
c. Positioning
d. Delivery
7. Place, one of the elements of the sport marketing mix, can also be referred to as:
a. Position
b. Distribution
c. Situation
d. Status
8. To analyze the company, we conduct a SWOT analysis. What does SWOT stand for?
a. Segmentation, Work Analysis, Outsourcing, Targeting
b. Strengths, Weaknesses, Opportunities, Threats
c. Sponsors, Workers, Outsiders, Teams
d. Sales, Workers, Orders, Transactions
9. To analyze the external climate, we conduct a PEST analysis. What does PEST stand
for?
a. Positioning, Economic, Segmentation, Targeting
, b. Planning, Evaluation, Strengths, Threats
c. Positioning, Evaluation, Segmentation, Targeting
d. Political, Economic, Social, Technology
10. Objectives need to be SMART. This acronym stands for:
a. Specific, Measurable, Aggressive, Realistic, and Time-Based
b. Simple, Meaningful, Accurate, Reliable, and Trustworthy
c. Service-Oriented, Motivational, Augmented, Regular, and Transactional
d. Social, Mission, Attitudinal, Reliable, and Tactical
11. You are the new Marketing Director for a minor league baseball team. On your first
day of work, you decide you need to fully understand the market by completing a
market analysis. What are the five main components (5 Cs) of marketing analysis,
and what specifically will you be evaluating?
12. Explain the concept of positioning and how it is used effectively by a sport facility.
13. Choose a sport organization of your choice and conduct both a SWOT and PEST
analysis.
Situation Analysis of Sport Marketing
1. Marketing is defined as:
a. The collection of skills related to the planning, organizing, directing,
controlling, budgeting, leading, and evaluation of an organization or
department whose primary product or service is related to sport and its related
functions.
b. Paid, nonpersonal communications about a sport product or service through
the print, broadcast or electronic media that are designed to attract public
attention and subsequent purchase.
c. The functions involved in the transfer of goods and services from the producer
to the consumer.
d. The relationship between a corporation and a sport organization as a tool to
develop brand image and customer loyalty as a result of the association.
2. Which of the following is NOT one of the 4 Cs of marketing analysis?
a. Committees
b. Company
c. Competition
d. Consumer
,3. The concept of dividing a large, diverse group with multiple attributes into smaller
groups with distinctive characteristics is called:
a. Segmentation
b. Targeting
c. Positioning
d. Delivery
4. The assumption that 20% of customers generate 80% of sales, and that 80% of
merchandise comes from 20% of the vendors is called:
a. Strategic Marketing
b. SWOT Analysis
c. PEST Analysis
d. The Pareto Principle
5. Finding the best way to get a product’s image into the minds of consumers, and hence
entice the consumer to purchase the product, is called:
a. Segmentation
b. Targeting
c. Positioning
d. Delivery
,6. How a company seeks to influence the perceptions of potential and current customers
regarding the image of the company and its products and services is called:
a. Segmentation
b. Targeting
c. Positioning
d. Delivery
7. Place, one of the elements of the sport marketing mix, can also be referred to as:
a. Position
b. Distribution
c. Situation
d. Status
8. To analyze the company, we conduct a SWOT analysis. What does SWOT stand for?
a. Segmentation, Work Analysis, Outsourcing, Targeting
b. Strengths, Weaknesses, Opportunities, Threats
c. Sponsors, Workers, Outsiders, Teams
d. Sales, Workers, Orders, Transactions
9. To analyze the external climate, we conduct a PEST analysis. What does PEST stand
for?
a. Positioning, Economic, Segmentation, Targeting
, b. Planning, Evaluation, Strengths, Threats
c. Positioning, Evaluation, Segmentation, Targeting
d. Political, Economic, Social, Technology
10. Objectives need to be SMART. This acronym stands for:
a. Specific, Measurable, Aggressive, Realistic, and Time-Based
b. Simple, Meaningful, Accurate, Reliable, and Trustworthy
c. Service-Oriented, Motivational, Augmented, Regular, and Transactional
d. Social, Mission, Attitudinal, Reliable, and Tactical
11. You are the new Marketing Director for a minor league baseball team. On your first
day of work, you decide you need to fully understand the market by completing a
market analysis. What are the five main components (5 Cs) of marketing analysis,
and what specifically will you be evaluating?
12. Explain the concept of positioning and how it is used effectively by a sport facility.
13. Choose a sport organization of your choice and conduct both a SWOT and PEST
analysis.
