Questions and Answers of Marketing Strategy

What are the key success factors in conducting economic value estimation (EVE)?
What are the characteristics of the four archetypes of smart-product-services in the manufacturing industry?
List all of the factors you can think of that people use when deciding where to shop for clothes.
List the most important three factors for you personally when deciding where to shop for clothes.
What two stores do you think best fits your needs?
What do these stores do specifically to target you and people with similar needs (i.e., marketing)?
Intel has dominated the computer chip industry. Beginning with the iconic advertising campaign “Intel Inside,” the company has created a large market for powerful processors. This has allowed
Describe the car you, a friend, or family member had at age 20.a. What were the top two reasons this car was bought?b. What was the trigger for this purchase?
Describe the car you, a friend, or family member had at age 30.a. What were the top two reasons this car was bought?b. What was the trigger for this purchase?
Describe the car you, a friend, or family member had at age 50.a. What were the top two reasons this car was bought?b. What was the trigger for this purchase?
Airbnb is an Internet firm that helps travelers discover and book unique accommodations offered by hosts around the world, with a room or house available for short-term rental. Airbnb was founded in
Describe a purchase you made primarily due to the product’s or service’s brand.a. What were your top two reasons for buying it?b. What would it take for you to buy a diferent brand?
Describe a purchase you made primarily due to the product’s or service’s features and/or functional performancea. What were your top two reasons for buying it?b. What would it take for you to buy
Describe a purchase you made primarily due to your relationship with the salesperson/service providera. What were your top two reasons for buying it?b. What would it take for you to buy from a
Founded in 2006 in Bangalore, India, MobilMax Incorporated (MOIC) is one of India’s leading mobile phone and tablet manufacturers. The company has more than 10,000 employees and in 2010 became
EnergAid, which launched in 2005, was one of the early energy drinks on the market. It took of among professional athletes and college students, and its catchy advertisements made a splash during
The following case is a story of MHG, a leading manufacturer of drills for energy companies in the United States. MHG started to anticipate that its competitors will start targeting its younger
The following case is a story of AIRCO, a leading manufacturer of automated test equipment systems for clients in the aviation and oil and gas industries. As automated test equipment systems became
Describe a firm that still uses a lot of television/print advertising.a. Is its marketing spending ineffective?b. Why do you think the firm still allocates resource to this area?c. How would you
Describe a firm that still uses a lot of salespeople.a. Is its marketing spending ineffective?b. Why do you think the firm still allocates resource to this area?c. How would you recommend the firm
Kreyers Froyo had built up a reputation as one of America’s favorite frozen yogurt chains. Founded in 2006 with $50,000 in startup capital, Kreyers had grown from one location to 325 locations in a
Describe the differences and similarities between spectators and participants of sport.
Discuss the spectators’ eight basic motives for attending sporting events. Which of these are similar to the motives for participating in sports?
Provide two examples of how game attractiveness influences attendance.
What are the economic factors that influence game attendance?Differentiate between the controllable and uncontrollable economic factors.
Describe the typical profile of spectators of women’s sporting events. How would a sports marketer use this information in the strategic sports marketing process?
Discuss, in detail, the sportscape model and how the sportscape factors affect game attendance.
What are the value dimensions of professional sport to the community?How would sports marketers use these values in planning the strategic sports marketing process?
Define sports involvement from the spectator perspective. Why is it important to understand the levels of involvement among spectators?
Discuss, in detail, the model of fan identification and its implications for sports marketers.
Explain the relationship among the eight basic fan motivation factors and the other factors that influence game attendance (i.e., game attractiveness, economic factors, competitive factors,
Go to a high school sporting event, college sporting event, and professional sporting event. At each event, interview five spectators and ask them why they are attending the events and what benefits
Go to a sports bar and interview five people watching a televised sporting event. Determine their primary motivation for watching the sporting event. Describe other situations in which motives for
Attend a women’s sporting event and record the demographic profile of the spectators. What are your observations? Use these observations and suggest how you might segment, target, and
Attend a collegiate or professional sporting event. Record and describe all the elements of sportscape. How do these affect your experience as a spectator?
Ask 10 consumers about the value they believe a professional sports team would (or does) bring to the community. Then ask the same people about the value of college athletics to the community.Comment
How will marketing play a role in revitalizing the following sports:baseball, tennis, and cricket? How has marketing played a role in the increased popularity in the following sports: golf,
Find examples via the Internet of how sports marketers have attempted to make it easier for fans to attend sporting events.
Locate two Web sites for the same sport – one for women and one for men (e.g., women’s basketball and men’s basketball). Comment on differences, if any, in how these sites market to spectators
Locate two Web sites for the same sport – one American and one international (e.g., Major League Soccer and British Premier League).Comment on differences, if any, in how these sites market to
Describe the key components of market selection decisions and indicate how market selection decisions are incorporated into the larger strategic marketing process.
What is market segmentation?Provide some examples of how sports marketers segment the sports participant market (those who play)and the sports spectator market(those that watch).
Discuss the various ways to segment the sports market based on demographics. Which of the demographic bases are the most effective when segmenting the sports market and why?
Describe, in detail, the family life cycle and how it is used as a strategic tool when segmenting sports markets. What stage of the family life cycle are you currently in?How does this affect your
Provide examples of sports you believe would appeal to each of the six social class categories (upperupper through lower- lower). What sports appeal to all social class segments?
What are AIOs? What are VALS?Describe the similarities and differences in obtaining each, and evaluate which is more effective at segmenting consumers for sports marketers.
Why is developing and maintaining an international presence important for sports marketers? What further considerations, if any, need to be taken into account when attempting to segment an
What is behavioral segmentation?What are some of the common behaviors that sports marketers would use for segmentation purposes?
Define benefits segmentation and discuss why benefits segmentation is considered to be at the core of all segmentation. What benefits do you look for when attending a sporting event? Does your answer
Define a target market. What are the requirements for successful target markets (i.e., how should each target be evaluated)? Provide examples of sports products or services that target two or more
How many target markets should a sports marketer consider for a single product?
Describe positioning and discuss how perceptual mapping techniques are used by sports marketers. What is repositioning?
Find two advertisements for sports products that compete directly with one another. For example, you may want to compare Nike running shoes with Reebok running shoes or King Cobra golf clubs with
How is the health and fitness industry segmented in general?Describe the segmentation, targets, and positioning of health and fitness clubs in your area.
You are hired as the director of sports marketing for a new minor league hockey franchise in Chicago, a city that already has an NHL team.Describe how you would segment, target, and position your new
Describe the primary target market for the following: NASCAR, the Kentucky Derby, “The Rhino” bowling ball, and the WNBA. Next, define a potential secondary target market for each of these sports
Interview five consumers who have recently attended a high school sporting event, five consumers who have recently attended a college sporting event, and five who have recently attended any
Develop a list of all the possible product attributes that may be considered when purchasing the following sports products: a tennis racquet, a basketball, and a mountain bike. After you have
How do you think the following races are positioned: Boston Marathon,“Run Like Hell” 5k Halloween Race, and the Bowling Green 10k Classic?Draw a two- dimensional perceptual map to illustrate the
Provide examples of individual athletes, teams, and sports (leagues) that have had to develop repositioning strategies.
Find the Web sites for three professional sports franchises and go to their ticket section. How many special promotions do they offer?Which segment of the population is being targeted by each
Choose a professional sports team that performs poorly in attendance.Locate its Facebook page on the Internet. (If you cannot find it, choose another team.) Examine the content of the page. Are any
Using the Internet, find the demographic profile for fans attending the LPGA (women’s tour) versus the PGA (men’s tour).Are there differences? Use this information to comment on the market
Find two Internet sites that target children interested in sports and two Internet sites that target the mature market. Note any similarities and differences between the sites.
Find two Internet sites for soccer. One site should focus on U.S. soccer, whereas the other focus should be international. Comment on the relative positioning of soccer in the United States versus
Define sports products. Why are sports products sometimes called“bundles of benefits”?
Contrast pure goods with pure services, using each of the dimensions of products.
Describe the nature of product mix, product lines, and product items.Illustrate these concepts for the following: Converse, Baltimore Orioles, and your local country club.
What are the characteristics of the “total product”?
Describe branding. What are the guidelines for developing an effective brand name? Why is brand loyalty such an important concept for sports marketers to understand?
Describe how an athlete’s image has an impact upon brand development.
Define licensing. What are the advantages and disadvantages to the licensee and licensor?
Describe service quality and discuss the five dimensions of service quality. Which dimension is most important to you as a spectator of a sporting event? Does this vary by the type of sporting event?
Describe product quality and discuss the eight dimensions of product quality. Which dimension is most important to you as a consumer of sporting goods? Does this vary by the type of sporting good?
How are product design, product quality, and technology interrelated?
Think of some sports products to which consumers demonstrate high degrees of brand loyalty. What are these products, and why do you think loyalty is so high? Give your suggestions for measuring brand
Interview the individuals responsible for licensing and licensing decisions on your campus. Ask them to describe the licensing process and what they believe the advantages are to your school.
Construct a survey to measure consumers’ perceptions of service quality at a sporting event on campus. Administer the survey to 10 people and summarize the findings.What recommendations might you
Go to a sporting goods store and locate three sports products that you believe exhibit high levels of product quality. What are the commonalities among these three products?How do these products rate
Search the Internet for a sports product that stresses product design issues on its Web site. Then locate the Web site of a competitor’s sports product. How are these two products positioned
Search the Internet for three team nicknames (either college or professional) of which you were previously unaware. Do these team names seem to follow the suggested guidelines for effective brand
What is meant by a “new sports product”? Describe a “new sports product” from the organization’s perspective and from the consumer’s perspective.
What is the difference between discontinuous, dynamically continuous, and continuous innovations? Provide examples of each to support your answer.
Describe, in detail, the new product development process.
Why is test marketing so important to sports marketers in the new product development process? What are the three types of test markets?Comment on the advantages and disadvantages of each type of
What are the critical success factors for new sports products?
Describe the product life cycle concept. Why is the product life cycle so critical to sports marketers? What is it used for?How can the product life cycle be extended?
What are some of the variations in the shape of the traditional product life cycle?
Define the diffusion of innovations.What are the different types of adopters for innovations? Describe the characteristics of each type of adopter.
For each of the following sports products, indicate whether you believe they are discontinuous, dynamically continuous, or continuous innovations: WNBA, titanium golf clubs, and skysurfing.
Contact the marketing department of three sporting goods manufacturers or sports organizations and conduct a brief interview regarding the new product development process. Does each organization
In what stage of the product life cycle is Major League Baseball? Support your answer with research.
Find an example of a “new sports product.” Develop a survey using the critical success factors for new sports products and ask 10 consumers to complete the instrument. Summarize your findings and
Some people think boxing may be in the decline phase of the product life cycle. Develop a strategy to extend the product life cycle of boxing.
Search the Internet and find examples of three “new sports products” recently introduced in the marketplace.
Find three Internet sites of professional athletes in any sport.In what stage of the product life cycle are these athletes?Support with evidence found on the Internet.
Search the Internet for an example of a new sports product that could be classified as a fad. Describe the product and why you think the product is a fad.
Define promotion and then discuss each of the promotion mix elements.
Describe the elements of the communication process. Why is communication so important for sports marketers? What is the relationship between communication and promotion?
Define the source of a sports marketing message and provide some examples of effective sources.What is source credibility? What are the two components of source credibility?

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