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WorksheetsIntro Sports and Entertainment Marketing Exams
Total questions: 118
Worksheet time: 58mins
used to collect data about how people FEEL about their products, services, or ideas Often using surveys
media research
attitude or opinion research
product research
market intelligence research or sales research
why is market research important?
Research is fun, easy and cheap so even if nothing is learned, the experience is good
Data generated by research can be sold to make extra money
By researching, people know marketers care about them
Without research data to base decisions on, marketers are just guessing
Provides insight into what people think about a topic. Comes from research questions that require judgement, instead of "yes or no" answers.
Qualitative data
Market research
Quantitative data
Database
A set of questions posed to a group of people to determine how that group thinks.
Observation
Interview
Focus Group
Survey
Information, statistics, or other type of data that already exists. Someone has already collected the information, but others can use it.
Market research
Primary data
Variable
Secondary data
questions that are either two-choice, multiple choice, or rating or ranking . For Example - usually multiple choice or Yes, No, can't just put in your own answers
open ended
forced choice
multiple choice
test questions
the step in the marketing research process in which researchers compile, analyze, and interpret the data
identify the problem
collect data
analyze the data
take action steps
The term "Demographics" refers to
Grouping potential customers based on their beliefs and preferences
Grouping potential customers based on whether or not they have purchased a product in the past
Grouping potential customers using statistical data such as age, race and gender
Grouping potential customers based on where they live
What describes the process of developing, promoting, and distributing products to satisfy customers' wants and needs?
Marketing
Marketing Mix
Business Operations
Planning
The marketing mix includes
product, price, place, promotion
product, price, profit, people
promotion, profitability, people, place
place, price, profit, people
Customer benefits of a product include all of the following except
easy to open packaging
saves you time
comfortable to wear
convenient to use
easier to produce
Place describes how you move the product from the manufacturer to the
consumer
store
delivery truck
packager
Promotion is intended to ____
inform consumers
persuade consumers
remind consumers
All of these answers
This involves gathering and using information about customers to improve business decisions
Distribution
Pricing
Marketing-Information management
Product/Service Management
What area of promotion will pricing affect?
choice of transportation channels
where the product is offered
advertising budget
materials used in production
This requires the business to budget for its own needs and provide customers with assistance in paying for the company’s products or services
Marketing
Promotion
Financing
Selling
A product can be a good or ______________.
need
want
service
product
This involves designing, developing, maintaining, improving or acquiring products or services to satisfy customer needs and wants
pricing
Product/service management
marketing-information management
distribution
This element of the marketing mix involves the locations and methods used to make products available to customers
Promotion
Place/Distribution
Price
Production
Gathering and using information about customers to improve business decisions
Information Management
Product Service Management
Promotion
Target Market
A business' target market includes
Everyone
All the people who might use a product or service
The specific people that the company is aiming to reach with its marketing and sales efforts
One segment of the market
Market segmentation means
When a business divides its customers by countries
When a business divides its customers into groups
When a business provides its customers needs and wants
A target market is a group of people that a business aims to sell its product to?
True
False
The particular market segment at which a business aims its products is known as the:
Target Market
Unique Selling Point
Main Market
Market Leader
Market segmentation means
When a business divides its customers by countries
When a business divides its customers into groups
When a business provides its customers needs and wants
What is the purpose of market segmentation
Market segmentation helps a business to understand the different groups of consumers that make up the market.
Market segmentation helps business develop plans for a specific product with a target audience in mind so a company can increase its sales.
It helps business to differentiate their products.
It helps business to achieve their objectives
Which segment factor do marketers use when identifying a market based on occupation and whether people own or rent?
Psychographics
Demographics
Geographics
Buying patterns
The iTunes Store allows consumers to purchase music and download it directly to their device. This is an example of which element of the marketing mix
Promotion
Place/Distribution
Price
Product
What is geographic segmentation?
Geographic segmentation is a marketing strategy used to target products and services who live in, or shop in a particular location
Geographic segmentation is the analysis of a population in a geographical area and what the population consist of
Geographic segmentation is the research methodology used for studying consumers and dividing them into groups using Geographic characteristics
What is a disadvantage of using market segmentation?
You can't sell your products to everyone
It is rarely effective
It requires additional market research
Not everyone likes tangerines
Provides insight into what people think about a topic. Comes from research questions that require judgement, instead of "yes or no" answers.
Qualitative data
Market research
Quantitative data
Database
Which two of the following statements are disadvantages of primary research?
Many people don't like completing surveys
You can find specific information
Some people just say what they want you to hear
The business has control over the research and results
Doug is single, 25 years of age with annual income of $300,000. He owns a condominium in the city, is very spontaneous and loves to travel abroad. Which market should target Doug as a customer?
Honda car dealer
Nike
a Jewler
Travel agent
The patterns of change in society as a whole. They often lead to changes in consumer behavior.
Marketing trend
Secondary Data
Observation
Social trend
A target market is a group of people that a business aims to sell its product to?
True
False
Which of the following is an advantage of using market segmentation?
It allows a business to charge higher prices
It lets a business invest more in plant and machinery
It saves business money by avoiding the need for TV advertising
It allows a business to target its promotional strategy more effectively.
A product can be a good or ______________.
service
product
need
want
Process of establishing and communicating to customers the value or costs of goods and services
Marketing
Promotion
Price
Distribution
True or False: Psychographics can be what people value, their lifestyles, their hobies, and attitudes.
True
False
Which of the following is an advantage of using market segmentation?
It allows a business to charge higher prices
It lets a business invest more in plant and machinery
It saves business money by avoiding the need for TV advertising
It allows a business to target its promotional strategy more effectively.
Market segmentation:
Divides customers into sub groups
Is a method of promotion
Is a qualitative form of market research
Transports products to customers
The particular market segment at which a business aims its products is known as the:
Target Market
Unique Selling Point
Main Market
Market Leader
What is a disadvantage of using market segmentation?
You can't sell your products to everyone
It is rarely effective
It requires additional market research
Not everyone likes tangerines
The term "Demographics" refers to
Grouping potential customers based on their beliefs and preferences
Grouping potential customers based on whether or not they have purchased a product in the past
Grouping potential customers using statistical data such as age, race and gender
Grouping potential customers based on where they live
A business' target market includes
Everyone
All the people who might use a product or service
The specific people that the company is aiming to reach with its marketing and sales efforts
One segment of the market
What is the purpose of market segmentation
Market segmentation helps a business to understand the different groups of consumers that make up the market.
Market segmentation helps business develop plans for a specific product with a target audience in mind so a company can increase its sales.
It helps business to differentiate their products.
It helps business to achieve their objectives
What is geographic segmentation?
Geographic segmentation is a marketing strategy used to target products and services who live in, or shop in a particular location
Geographic segmentation is the analysis of a population in a geographical area and what the population consist of
Geographic segmentation is the research methodology used for studying consumers and dividing them into groups using Geographic characteristics
A disadvantage of market segmentation is...
Making different product variants for different segments is expensive
It will lead to products better suited to customer needs
It will reduce marketing costs by not targeting unprofitable segments
It helps businesses avoid entering overly-competitive markets
What is market segmentation?
•Market segmentation is a marketing strategy where companies analyse a market and divide the market into segments which enable the brand to create focused and targeted products and offers.
Market segmentation is a technique where business target market segmentation based on demographic variables
Market segmentation is a method of categorising customers based on their income.
What is the purpose of market segmentation
Market segmentation helps a business to understand the different groups of consumers that make up the market.
Market segmentation helps business develop plans for a specific product with a target audience in mind so a company can increase its sales.
It helps business to differentiate their products.
It helps business to achieve their objectives
What is geographic segmentation?
Geographic segmentation is a marketing strategy used to target products and services who live in, or shop in a particular location
Geographic segmentation is the analysis of a population in a geographical area and what the population consist of
Geographic segmentation is the research methodology used for studying consumers and dividing them into groups using Geographic characteristics
A business' target market includes
Everyone
All the people who might use a product or service
The specific people that the company is aiming to reach with its marketing and sales efforts
One segment of the market
True or False: Psychographics can be what people value, their lifestyles, their hobies, and attitudes.
True
False
A target market is a group of people that a business aims to sell its product to?
True
False
Market segmentation means
When a business divides its customers by countries
When a business divides its customers into groups
When a business provides its customers needs and wants
Which segment factor do marketers use when identifying a market based on occupation and whether people own or rent?
Psychographics
Demographics
Geographics
Buying patterns
Doug is single, 25 years of age with annual income of $300,000. He owns a condominium in the city, is very spontaneous and loves to travel abroad. Which market should target Doug as a customer?
Honda car dealer
Nike
a Jewler
Travel agent
Why does the segmented market segment benefit larger businesses?
Because they are able to start selling an established brand
Because they focus on customer customization
Because they have more resources to work with
Because it has the potential to grow
why is market research important?
Research is fun, easy and cheap so even if nothing is learned, the experience is good
Data generated by research can be sold to make extra money
By researching, people know marketers care about them
Without research data to base decisions on, marketers are just guessing
used to collect data about how people FEEL about their products, services, or ideas Often using surveys
media research
attitude or opinion research
product research
market intelligence research or sales research
used to determine the effectiveness of the various media to advertise a good or service. Often related to studying commercials and other advertising methods
media research
attitude or opinion research
product research
market intelligence or sales research
the step in the marketing research process in which the problem or research issue is identified and goals are set to solve the problem
obtain data
recommend solutions
take action steps
identify the problem
the step in the marketing research process in which researchers compile, analyze, and interpret the data
identify the problem
collect data
analyze the data
take action steps
are data obtained (collected) for the first time and used specifically for the problem or issue under study
primary data
secondary data
sample data
point of sale data
a type of research technique that gathers information from people directly through the use of interviews or questionnaires
observation
survey method
experimental
point of sale data
questions that are either two-choice, multiple choice, or rating or ranking . For Example - usually multiple choice or Yes, No, can't just put in your own answers
open ended
forced choice
multiple choice
test questions
secondary data is cheaper and takes less time to gather than primary data because it has already been collected
TRUE
FALSE
Provides insight into what people think about a topic. Comes from research questions that require judgement, instead of "yes or no" answers.
Qualitative data
Market research
Quantitative data
Database
A group of people brought together to discuss a specific topic. Usually consist of 6-9 people
Observation
Interview
Focus group
Survey
A set of questions posed to a group of people to determine how that group thinks.
Observation
Interview
Focus Group
Survey
Information, statistics, or other type of data that already exists. Someone has already collected the information, but others can use it.
Market research
Primary data
Variable
Secondary data
The patterns of change in society as a whole. They often lead to changes in consumer behavior.
Marketing trend
Secondary Data
Observation
Social trend
The quality of providing consistent and dependable measurement and results.
Validity
Order bias
Reliability
Data mining
The extent to which questions address the intended marketing-research topics.
Validity
Order bias
Reliability
Data mining
A group of people brought together to discuss a specific topic. Usually consist of 6-9 people
Observation
Interview
Focus group
Survey
A set of questions posed to a group of people to determine how that group thinks.
Observation
Interview
Focus Group
Survey
Which two of the following statements are disadvantages of primary research?
Many people don't like completing surveys
You can find specific information
Some people just say what they want you to hear
The business has control over the research and results
What describes the process of developing, promoting, and distributing products to satisfy customers' wants and needs?
Marketing
Marketing Mix
Business Operations
Planning
What guides a business' marketing activities and is developed from market research and target market decisions?
Marketing
The market mix
A marketing plan
Market operations
The marketing mix includes
product, price, place, promotion
product, price, profit, people
promotion, profitability, people, place
place, price, profit, people
Promotion is intended to ____
inform consumers
persuade consumers
remind consumers
All of these answers
The 4 P's of the marketing mix are
Product, Place, Price, Possession
Product, Place, Price, Promotion
Product, Place, Price, Prescription
Product, Price, Promotion, Process
This involves gathering and using information about customers to improve business decisions
Distribution
Pricing
Marketing-Information management
Product/Service Management
This involves designing, developing, maintaining, improving or acquiring products or services to satisfy customer needs and wants
pricing
Product/service management
marketing-information management
distribution
This is any direct and personal communication with customers to assess and satisfy their needs and wants
Promotion
Financing
Selling
Marketing
This requires the business to budget for its own needs and provide customers with assistance in paying for the company’s products or services
Marketing
Promotion
Financing
Selling
The marketing mix, also known as the elements of marketing, consists of
production, selling, distribution, & merchandising
product, selling, distribution, & advertising
producing, transporting, displaying, & selling
product, price, place, & promotion
A product can be a good or ______________.
need
want
service
product
This element of the marketing mix involves the locations and methods used to make products available to customers
Promotion
Place/Distribution
Price
Production
The iTunes Store allows consumers to purchase music and download it directly to their device. This is an example of which element of the marketing mix?
Promotion
Place/Distribution
Price
Product
Gathering and using information about customers to improve business decisions
Information Management
Product Service Management
Promotion
Target Market
Process of establishing and communicating to customers the value or costs of goods and services
Marketing
Promotion
Price
Distribution
What area of promotion will pricing affect?
choice of transportation channels
where the product is offered
materials used in production
advertising budget
why is market research important?
Research is fun, easy and cheap so even if nothing is learned, the experience is good
Data generated by research can be sold to make extra money
By researching, people know marketers care about them
Without research data to base decisions on, marketers are just guessing
used to collect data about how people FEEL about their products, services, or ideas Often using surveys
media research
attitude or opinion research
product research
market intelligence research or sales research
used to determine the effectiveness of the various media to advertise a good or service. Often related to studying commercials and other advertising methods
media research
attitude or opinion research
product research
market intelligence or sales research
the step in the marketing research process in which the problem or research issue is identified and goals are set to solve the problem
obtain data
recommend solutions
take action steps
identify the problem
questions that are either two-choice, multiple choice, or rating or ranking . For Example - usually multiple choice or Yes, No, can't just put in your own answers
open ended
forced choice
multiple choice
test questions
Provides insight into what people think about a topic. Comes from research questions that require judgement, instead of "yes or no" answers.
Qualitative data
Market research
Quantitative data
Database
A group of people brought together to discuss a specific topic. Usually consist of 6-9 people
Observation
Interview
Focus group
Survey
A set of questions posed to a group of people to determine how that group thinks.
Observation
Interview
Focus Group
Survey
Information, statistics, or other type of data that already exists. Someone has already collected the information, but others can use it.
Market research
Primary data
Variable
Secondary data
A set of questions posed to a group of people to determine how that group thinks.
Observation
Interview
Focus Group
Survey
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