SPT 111 Quiz 2 Chapters 5,6,8, and 10 (100pts)
Multiple Choices
1. Which of the 4 ethical frameworks focuses on consent or agreement?
- Utilitarianism
- Deontological
- Social Contract
- Ethics of Care
2. Which of the following rules are stated in the book to be in the ‘sport-management ethics’ manual?
- Scrutinize your motives
- Get the facts straight.
- Take into consideration virtues, duties and consequences.
- All of these are stated as rules.
3. Which of the following is a defense against negligence?
- Damages
- Assumption of Risk
- there are no defenses against negligence
4. Which of the following addresses gender equity in high school and college athletics?
b. Americans with Disabilities Act
c. Title IX
d. Equal Pay Act
5. According to the textbook, which amendment has been used to argue the unconstitutionality of athlete drug-testing protocols?
a. First
b. Fourth
c. Fifth
d. Fourteenth
6. Which of the following is NOT one of the common liability issues regarding participants?
- Lack of supervision
- Quality of supervision
- Safe use of equipment
- Proper insurance of participants
7. Which of the following is NOT a clause found in the 1st Amendment to the constitution?
- Establishment Clause
- Free Exercise Clause
- Freedom of Expression Clause
8. A marketing orientation is an orientation toward:
- aggressive selling and promotions
- producing and distributing the highest possible quantity of goods at the lowest possible cost
- superior product quality and design
- identifying and satisfying customer needs and wants
9. In its failed attempt, the XFL tried to establish itself in consumers’ minds as representing a certain “type” of football, somewhat different than that offered by the NFL. Specifically, it featured fewer rules designed to control player behavior and appearance and promoted itself as a more aggressive brand of football. Clearly, the XFL tried to establish itself in consumers’ minds as occupying a distinct place in the football market. This is an example of what is called:
- market segmentation
- self-actualization
- organizational culture
- positioning
- I have no clue
10. From the perspective of a sport sponsor, “leveraging” a sport sponsorship is a term used to describe:
- negotiating the lowest price possible for their sponsorship
- getting the greatest amount and most visible signage space possible for each sponsorship dollar spent
- a method of financing the cost of a sponsorship
- utilizing various marketing strategies to improve sponsor value
- all of the above describe sport sponsorship leveraging
True or False
11. T/F: Negligence law is a part of tort law dealing with intentional conduct that falls above a standard established by law for the protection of others against unreasonable risk of harm. (False)
Fill in the Blank:
12. The formal blueprint that marketers follow in the execution of their marketing strategy is called a Marketing Plan.
13. The personal commitment and emotional involvement customers have with a sports organization is termed as fan identification.
14. Financial bonding and emotional bonding are two primary components of a marketing strategy termed Relationship marketing, which is defined as marketing with the conscious aim to develop and manage long-term and/or trusting relationships with customers, distributors, suppliers, or other parties in the marketing environment.
15. Distribution is defined as a process of getting goods to consumers.
Essay (25pts)
16. Define and describe each of the bases of market segmentation that were discussed in the chapter. For each basis, provide an example (either real or hypothetical) of a sport property using that basis to segment the market.
Answer
There are four bases of market segmentation are explained as follows:
Geographic Segmentation
This refers to segmenting a market at neighborhood, city, state or country basis. The size and population of cities, urban / rural statistics and climatic issues are important factors considered in geographical segmentation. For example, Nike offers sports sponsorship in US teams due to greater popularity and presence of its products; however, the company may not offer the same sponsorship to any team in a particular developing country despite its presence (weak) in that country.
Demographic Segmentation
This refers to segmenting a market considering population characteristics such as age, gender, education, income level, occupation, family size, religion, ethnic divisions, birth rates and property ownerships. The aforementioned factors are most important because they are deeply evaluated for designing any marketing strategy and targeting a specific group. For example, the football clubs now also promote events of junior teams (such as under 15) by ensuring ample media coverage to attract younger crowd towards club’s sporting events, thereby increasing likelihood and fan following.
Behavioral Segmentation
This refers to segmenting a market considering consumer behaviors, attitudes and purchase patterns. The notable factors are brand loyalty, consumption rates, product benefits, price consciousness and others etc. For example, Adidas actively targets and sponsors German sporting teams and events as it enjoys significant brand loyalty and market share across Germany, whereas Nike avoids involving targeting German audience due to behavioral factors.
Psychographic Segmentation
This refers to segmenting a market on the basis of lifestyles, customer opinions, activities, preferences, interests, attitudes and values, social classes (middle, upper, elite) and personality traits. For example, the products offered by Nike and Adidas are high priced brands specifically targeted to upper-middle and elite classes with strong lifestyle, preference and penchant for branded stuff.
17. What are the primary roles of the sports information director? What are the primary methods the SID utilizes to distribute information?
Answer
Sports Information Director (SID) is a sports representative of a particular organization, team or institute. The first primary role of a SID is to record and disseminate sports achievements of teams and players of the organization with media channels (print, electronic, online and radio) to increase public awareness, interest, popularity and value. In addition, they maintain biographical information and statistics of individual players of every sports team on behalf of their respective organization. The primary methods that SID utilizes to distribute information are writing press releases, updating sports page on organizational website, issuance of sports magazine and others etc.
