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Test Bank for Sports and Entertainment Marketing 4th Edition
Kaser Oelkers 1133602444 9781133602446

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Name: Class: Date:

Chapter 02 - Putting the Customer First

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1. About half of every dollar that consumers spend on products pays for marketing costs. a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.1-1 - LO: 2.1-1

2. The marketing concept requires maintenance of important relationships with customers. a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.1-1 - LO: 2.1-1

3. The increased standard of living in the United States has resulted in less discretionary income for consumers. a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.1-2 - LO: 2.1-2

4. Producers are the driving force behind the marketing concept.

a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.1-2 - LO: 2.1-2

Cengage Learning Testing, Powered by Cognero Page 1

Name: Class: Date:

Chapter 02 - Putting the Customer First

5. Young families often spend entertainment dollars to attend sporting events for their children. a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.1-2 - LO: 2.1-2

6. Two major goals of marketing are to determine what consumers want and how much they are willing to pay. a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.2-1 - LO: 2.2-1

7. Companies that have a comparative advantage are able to pass savings to their customers in the form of lower prices.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.2-1 - LO: 2.2-1

8. Physiological needs include recognition and respect from others. a. True

b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.2-1 - LO: 2.2-1

9. Economic uncertainty has a direct impact on consumer purchases. a. True

b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.2-2 - LO: 2.2-2

Cengage Learning Testing, Powered by Cognero Page 2

Name: Class: Date:

Chapter 02 - Putting the Customer First

10. The best strategy for a business to rise above the competition is to provide uncompromising, outstanding customer
service.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.4-1 - LO: 2.4-1

11. Teenagers in the United States spend billions of dollars annually, making them a desirable target market. a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.3-2 - LO: 2.3-2

12. Mystery guests are sometimes hired to determine how well companies are performing customer service. a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.4-2 - LO: 2.4-2

13. Today’s consumers

a. are more mobile than ever before b. have more choices for their discretionary income
c. consider benefits derived when making purchases d. all of the above
ANSWER: d
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.2-1 - LO: 2.2-1

14. is not part of Maslow’s Hierarchy of Needs.

a. Financial stability b. Self-actualization
c. Security d. Physiological needs
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.2-1 - LO: 2.2-1

Cengage Learning Testing, Powered by Cognero Page 3

Name: Class: Date:

Chapter 02 - Putting the Customer First

15. Each of the following is an example of a market segment except

a. freshmen at a four-year high school b. students at a university who purchase season football tickets
c. all teenagers in the United States d. female NASCAR fans
ANSWER: c
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.3-1 - LO: 2.3-1

16. segmentation divides markets into physical locations, such as Eastern, Northern, Southern, and Western
regions of the United States.
a. Geographic b. Demographic
c. Psychographic d. Behavioral -based
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.3-2 - LO 2.3-2

17. Realization of one’s self potential is referred to as the need in Maslow’s Hierarchy of Needs.
a. self-esteem b. self-actualization c. physiological d. security
ANSWER: b
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

18. Emotional purchases are more likely not to occur when a. individuals are shopping for groceries on a tight
budget b. individuals are attending their favorite
concert c. individuals are watching a college football rivalry and their d. fans are given the opportunity to
attend the
team is winning Super Bowl
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

Cengage Learning Testing, Powered by Cognero Page 4

Name: Class: Date:

Chapter 02 - Putting the Customer First

19. Most consumers a. have limited financial resources b. conduct research before making everyday
purchases
c. use the decision-making process to decide how to spend their d. both a and c
limited resources
ANSWER: d
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-2 - LO 2.2-2

20. External sources of information for businesses do not come from

a. government reports b. the company’s financial reports
c. trade and professional organizations d. business publications
ANSWER: b
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-2 - LO 2.2-2

21. Secondary data

a. is collected by observing consumer behavior b. is collected through consumer surveys
c. has already been collected for some other purpose d. is obtained for the first time
ANSWER: c
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-2 - LO 2.2-2

22. The first step in marketing a product is to determine

a. who specifically the customer is for the product b. what quantity of the product should be produced
c. who the competition is in the marketplace d. how the product will be advertised and promoted
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.3-1 - LO 2.3-1

23. The marketing concept

a. focuses attention on satisfying customer needs b. focuses attention on maximizing
profit

Cengage Learning Testing, Powered by Cognero Page 5

Name: Class: Date:

Chapter 02 - Putting the Customer First

c. involves satisfying exchange relationships between the consumer d. both a and c and
producer ANSWER: d
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.1-1 - LO 2.1-1

24. Purchases based upon careful thought and sound reasoning are purchases.
a. rational b. emotional
c. patronage d. values-based
ANSWER: a
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

25. The is focused on satisfying customer needs.

ANSWER: marketing concept
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.1-1 - LO 2.1-1

26. The is the difference between what customers expect and the service they receive from a business.
ANSWER: customer service gap
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.4-1 - LO 2.4-1

27. is the capability to produce products or services more efficiently and economically than the competition.
ANSWER: Comparative advantage
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

28. The represents the minimum sales required to cover all of the expenses.
ANSWER: breakeven point
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.1-2 - LO 2.1-2

Cengage Learning Testing, Powered by Cognero Page 6

Name: Class: Date:

Chapter 02 - Putting the Customer First

29. includes the five major human areas of need.

ANSWER: Maslow’s Hierarchy of Needs Pyramid
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

30. purchases are based upon loyalty to a particular brand or product.

ANSWER: Patronage
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

31. segmentation is based upon age, income, education, and other distinguishing characteristics of a
particular market segment.
ANSWER: Demographic
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.3-2 - LO 2.3-2

32. is the percentage of total sales of a product or service that a company expects to capture in relation to its
competitors.
ANSWER: Market share
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.3-2 - LO 2.3-2

33. is the rate at which companies produce goods or services in relation to the amount of materials and
number of employees utilized.
ANSWER: Productivity
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.1-2 - LO 2.1-2

34. purchases are made with little thought during emotional highs or lows.
ANSWER: Emotional
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

Cengage Learning Testing, Powered by Cognero Page 7

Name: Class: Date:

Chapter 02 - Putting the Customer First

35. The is a specific group of consumers that a company wants to reach.

ANSWER: target market
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.3-1 - LO 2.3-1

36. is the value that people believe they receive from a product or service.
ANSWER: Benefits derived
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

37. Why are marketers interested in capturing a larger share of the teenage market?
ANSWER: Teenagers spend billions of dollars each year on clothing, food, and numerous entertainment
goods and services.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.3-2 - LO 2.3-2

38. What is the value of outstanding customer service in a highly competitive marketplace?
ANSWER: Outstanding customer service may be the reason why consumers select one company over
numerous similar competitors.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.4-1 - LO 2.4-1

39. What are the five needs that make up Maslow’s Hierarchy of Needs?
ANSWER: physiological, security, social, esteem, and self-actualization
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

40. What is geographic segmentation?

ANSWER: Geographic segmentation divides markets into physical locations, such as Eastern, Northern,
Southern, and Western regions of the United States.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.3-2 - LO 2.3-2
Cengage Learning Testing, Powered by Cognero Page 8
Name: Class: Date:

Chapter 02 - Putting the Customer First

41. What is opportunity cost?

ANSWER: Opportunity cost is the value of the next best alternative that individuals pass up when
making a purchase.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.1-2 - LO 2.1-2

42. What is a market segment?

ANSWER: A market segment is a group of consumers within a larger market who share one or more
characteristics.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.3-1 - LO 2.3-1

43. Give concrete examples of emotional, rational, and patronage purchases in the sports and entertainment industries.
ANSWER: Answers will vary.
emotional purchases: fans purchase team apparel after a big win; spend money on movies
that have an emotional theme
rational purchases: consumers purchase running shoes that reduce the chance of injury;
purchase a flat-screen television that takes up less space
patronage purchases: consumers purchase products based on loyalty to the Nike brand or
loyalty to certain musicians; loyalty to ESPN sports coverage
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

44. What is the customer service gap? Give five solid examples of personal experiences that support this concept.
ANSWER: The customer service gap is the difference between what customers expect and what they
actually get. Examples of personal experiences will vary.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.4-1 - LO 2.4-1

45. Describe how the five levels of need in Maslow’s Hierarchy of Needs could be met at a college football game.
ANSWER: Answers will vary.
physiological: food, water, and shelter provided by the stadium security:
safety at the game
Cengage Learning Testing, Powered by Cognero Page 9
Name: Class: Date:

Chapter 02 - Putting the Customer First

social: desire to be with friends and other fans at the game esteem:
want respect for self and the team
self actualization: associate personal success with a winning team
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

46. Explain how emotional purchases are related to major sporting events.
ANSWER: Answers will vary. Fans make emotional purchases when their team wins the big game. They
will pay high ticket prices to watch their team play. They will also purchase team-related
merchandise.
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO 2.2-1 - LO 2.2-1

47. Employees need to remember that customer service is everyone's responsibility. a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.4-1 - LO: 2.4-1

48. A values-based culture communicates values through high performance and excellent customer service. a. True
b. False
ANSWER: True
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.4-2 - LO: 2.4-2

49. Marketers should never group consumers based on the benefits derived from products or services. a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.3-2 - LO: 2.3-2

50. Mass marketing is used by companies when they are trying to appeal to a diverse group of consumers with different
needs.
Cengage Learning Testing, Powered by Cognero Page 10
Name: Class: Date:

Chapter 02 - Putting the Customer First

a. True
b. False
ANSWER: False
POINTS: 1
LEARNING OBJECTIVES: SEM.KO.4.LO: 2.3-1 - LO: 2.3-1

Cengage Learning Testing, Powered by Cognero Page 11

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