S&E I: Unit 2 Review Questions

To learn about its target market's needs and wants, a professional soccer league should obtain information from its fans

• in a proactive and systematic manner

• if ticket sales show short-term improvement

• only when there appears to be a problem

• before it implements organizational changes

A sport/event organization that wants to obtain information about the population in a certain geographic location might use

• personal questionnaires

• primary databases

• telephone surveys

• government sources

What is an example of a secondary source of data that a sport/event marketer can obtain internally?

• Government website

• Trade journal

• Magazine article

• Sales report

To know what websites and advertisements visitors see, sports and event e-marketers would check

• text files
• direct delivery programs
• clickstream data
• internet service providers

Having appropriate data helps sport/event marketers to set goals that are

• open-ended

• realistic

• general

• broad

Which of the following is a secondary source of sport/event information

•  personal interviews
• computerized surveys
• accounting records
• demographic reports

A database of competitor information often contains information about the competitor's

• budget structure
• creative strategy
• advertising media
•  production techniques

What type of marketing information might a business obtain by monitoring sales invoices?

• customer profiles

• sales territory

• profit margin

• service tactics

What type of competitor information is important for sport/event organizations to maintain in a database?

•  price lists
•  market size
• demographics
• consumption

A sport/event marketer is having difficulty finding data about a competitor. The competitor's financial records are not public access. Which disadvantage of secondary research does this situation illustrate?

• It can be time-consuming

• It can be costly

• It can be incomplete

• It can be out of date