SMB 440 FINAL EXAM UPDATED ACTUAL QUESTIONS
AND CORRECT ANSWERS
Question:
Who resides on the ground level of the frequency escalator?
Answer:
Non-Aware noncusomers
Question:
What are the things that makes the sport product unique to market?
Answer:
Personnel and process Memories Novelties and fantasies -Tickets, programs, and other
printed materials -Hybrid and electronic products
Question:
Repackaged data from sources such as Repucom, Arbitron, and the U.S. Census are what
kind of data?
Answer:
Syndicated data
Question:
Give an example of marketing through sport?
Answer:
Advertising
Question:
Customer satisfaction can be expressed as an equation. What is the equation?
Answer:
product benefits - costs
Question:
Your father took you to New York Mets games as a child so as an adult you become a
Mets season ticket holder. An environmental factor led to your decision to purchase the
season tickets.
Answer:
Yes
Question:
Identify and briefly explain each step in the purchase decision - making process.
Answer:
-Need recognition -Awareness or information search -Evaluation of choices:
Product family, class, line, type, and brand -Purchase decision -Experience -Evaluation
of experience -Postevaluation behavior
, Question:
What is the marketing myopia?
Answer:
the mistake of paying more attention to the specific products a company offers than to
the benefits and experiences produced by these products
Question:
What are the key ingredient of a successful sport branding effort in today's
marketplace?
Answer:
Stickiness of an idea:
Reach of brand:
Social identity Media interest:
Monetization and marketing metrics:
Question:
Playing tennis is an example of behavioral involvement in the sport, whereas taking
tennis lessons constitutes commitment to the sport.
Answer:
Yes
Question:
Explain the four components of SWOT An
alysis. Use an example to illustrate each component.
Answer:
Strength Weakness Opportunities and Threats example is Barry
Question:
Do teams and franchises have much more volatile and unpredictable product life cycles
than those of their sport overall?
Answer:
yes
Question:
What are the four types of market segmentation?
Answer:
State of being State of mind Product benefits Product usage
Question:
What concept describes the sp ort marketers' effort to make the sport product
distinctive and attractive in the consumer's mind?
Answer:
product differentiating
AND CORRECT ANSWERS
Question:
Who resides on the ground level of the frequency escalator?
Answer:
Non-Aware noncusomers
Question:
What are the things that makes the sport product unique to market?
Answer:
Personnel and process Memories Novelties and fantasies -Tickets, programs, and other
printed materials -Hybrid and electronic products
Question:
Repackaged data from sources such as Repucom, Arbitron, and the U.S. Census are what
kind of data?
Answer:
Syndicated data
Question:
Give an example of marketing through sport?
Answer:
Advertising
Question:
Customer satisfaction can be expressed as an equation. What is the equation?
Answer:
product benefits - costs
Question:
Your father took you to New York Mets games as a child so as an adult you become a
Mets season ticket holder. An environmental factor led to your decision to purchase the
season tickets.
Answer:
Yes
Question:
Identify and briefly explain each step in the purchase decision - making process.
Answer:
-Need recognition -Awareness or information search -Evaluation of choices:
Product family, class, line, type, and brand -Purchase decision -Experience -Evaluation
of experience -Postevaluation behavior
, Question:
What is the marketing myopia?
Answer:
the mistake of paying more attention to the specific products a company offers than to
the benefits and experiences produced by these products
Question:
What are the key ingredient of a successful sport branding effort in today's
marketplace?
Answer:
Stickiness of an idea:
Reach of brand:
Social identity Media interest:
Monetization and marketing metrics:
Question:
Playing tennis is an example of behavioral involvement in the sport, whereas taking
tennis lessons constitutes commitment to the sport.
Answer:
Yes
Question:
Explain the four components of SWOT An
alysis. Use an example to illustrate each component.
Answer:
Strength Weakness Opportunities and Threats example is Barry
Question:
Do teams and franchises have much more volatile and unpredictable product life cycles
than those of their sport overall?
Answer:
yes
Question:
What are the four types of market segmentation?
Answer:
State of being State of mind Product benefits Product usage
Question:
What concept describes the sp ort marketers' effort to make the sport product
distinctive and attractive in the consumer's mind?
Answer:
product differentiating
