Indicate whether the sentence or statement is true or false.
____ 1. Sports goods are tangible, and sports services are intangible.
____ 2. The grassroots marketing concept helps build a relationship between the community and the team.
____ 3. A focus group may be asked to evaluate a new product.
____ 4. Fads have a long life cycle.
____ 5. Price helps determine a company’s profit and loss.
____ 6. To increase its market share, a company may lower the price of its product to do so.
____ 7. When doing market research, secondary research is conducted before primary research because secondary data may
actually answer all or part of a research problem or question.
____ 8. Secondary research is original research, which is usually conducted for a specific market situation.
____ 9. Data mining is a process of collecting data from one or more existing databases and looking for and finding relationships
among that data.
____ 10. Place decisions involve how you get your product into the hands of your customers.
____ 11. Customers familiar with an original product are likely to trust a new product with the same brand.
____ 12. When a brand becomes very popular, its value becomes a competitive advantage because most consumers equate the
brand with quality.
____ 13. Gander Mountain and Cabela’s are examples of generic brands.
____ 14. Licensed merchandise can bear the name, logo, or other characteristics of the licensor.
____ 15. Companies associate their products with well-known sports organizations in order to reach new customers and
strengthen their relationship with their existing customers.
Identify the letter of the choice that best completes the statement or answers the question.
____ 16. Which of the following is a type of sports product?
a. sports events c. sports training
b. sports information d. all of the above
____ 17. Which of the following is a tangible product?
a. skateboards c. hot dog
b. exercise equipment d. all of the above
____ 18. ____ is/are part of management of the product life cycle.
a. Product modification c. Repositioning
b. Market modification d. All of the above
____ 19. ____ is illegal and involves competitors conspiring to set the same prices.
a. Price fixing c. Price discrimination
b. Predatory pricing d. Trade-in discounts
____ 20. Which of the following is a step in the research process?
a. identify the problem c. report and analyze data
b. conduct secondary research d. all of the above
____ 21. ____ is the legal name of a company, such as Reebok.
a. Brand name c. Brand equity
b. Trade name d. Licensed name
____ 22. Develop, link, and help are the three steps in establishing ____.
a. trademark c. brand name
b. generic brand d. brand equity
____ 23. ____ represent a general product category and do not carry a company or brand name.
a. Intermediary brands c. Licensed brands
b. Generic brands d. Trademarks
____ 24. ____ is an agreement that gives a company the right to use another’s brand name, patent, or other intellectual property
for a royalty or fee.
a. Branding c. Trademark
b. Licensing d. Sponsorship
____ 25. When a sponsor buys ____, its name appears on the scoreboard, floorboards, rafters, or even on a rotating screen at a
a. endorsements c. signage
b. a license d. trademark
Match each item with the correct term below.
a. census f. direct channel
b. channel of distribution g. observation method
c. market research h. secondary research
d. infomercial i. sample
e. primary research j. indirect channel
____ 26. process of systematically collecting, recording, analyzing, and presenting data related to marketing goods and services
____ 27. published data that have been collected for some other purpose
____ 28. original research conducted for a specific situation
____ 29. involves watching actual behavior and recording it
____ 30. study that counts everyone in the research population
____ 31. a number of people who are representative of a study’s population
____ 32. path product takes from the producer to the consumer
____ 33. path a product takes without the help of any intermediaries between the producer and consumer
____ 34. path a product takes using intermediaries between the producer and consumer
____ 35. long television commercial
Match each item with the correct term below.
a. sponsorship f. intermediary brands
b. trademark g. brand name
c. manufacturer brands h. endorsements
d. product exclusivity i. brand equity
e. facility entitlements j. license
____ 36. word or words, letters, or numbers representing a brand
____ 37. a device that legally identifies registered brand ownership of a trade name
____ 38. the value a brand has beyond its actual functional benefits
____ 39. owned by the producer of the product
____ 40. carries a name developed by the wholesaler, retailer, or catalog house
____ 41. fee paid to use logo
____ 42. promotional vehicles that financially support sports events
____ 43. company purchases promotional rights to an entire stadium
____ 44. only one product in a product category is granted sponsorship
____ 45. involves using a celebrity or public figure to represent and promote a company and that company’s products
46. Discuss the life cycle of a sports product that you use or have used in the past. The product should have at least three life
47. Explain how pricing plays a significant role in the marketing mix.
48. Name the three types of primary research methods and give a short explanation of each.
49. What is spam and how might it hurt e-mail and Internet business?
50. Explain the difference between sponsorships and endorsements.
1. ANS: T DIF: challenging
2. ANS: T DIF: average
3. ANS: T DIF: easy
4. ANS: F DIF: average
5. ANS: T DIF: average
6. ANS: T DIF: average
7. ANS: T DIF: challenging
8. ANS: F DIF: average
9. ANS: T DIF: average
10. ANS: T DIF: easy
11. ANS: T DIF: average
12. ANS: T DIF: average
13. ANS: F DIF: average
14. ANS: T DIF: challenging
15. ANS: T DIF: average
16. ANS: D DIF: average
17. ANS: D DIF: average
18. ANS: D DIF: average
19. ANS: A DIF: average
20. ANS: D DIF: easy
21. ANS: B DIF: challenging
22. ANS: D DIF: average
23. ANS: B DIF: average
24. ANS: B DIF: average
25. ANS: C DIF: easy
26. ANS: C DIF: average
27. ANS: H DIF: average
28. ANS: E DIF: average
29. ANS: G DIF: average
30. ANS: A DIF: average
31. ANS: I DIF: average
32. ANS: B DIF: challenging
33. ANS: F DIF: challenging
34. ANS: J DIF: challenging
35. ANS: D DIF: easy
36. ANS: G DIF: average
37. ANS: B DIF: average
38. ANS: I DIF: average
39. ANS: C DIF: average
40. ANS: F DIF: average
41. ANS: J DIF: average
42. ANS: A DIF: average
43. ANS: E DIF: average
44. ANS: D DIF: average
45. ANS: H DIF: average
Life cycles include introduction, growth, maturity, and decline. Answers will vary depending on the student’s
chosen product. At least three life cycles should be discussed. The product may not have reached decline. The
discussion should show an understanding of each cycle.
What a person is willing to pay becomes a major question to be answered by marketers. Marketing efforts
must price the product correctly to fit the target market’s pocketbook. For example, the Rollerblade in-line
skating company carries a wide range of in-line skates. The lower priced skates are sold in Wal-Mart and
Target stores for value-oriented customers. The higher-priced, more advanced skates, are sold in specialty
shops that cater to serious in-line skaters.
Experiment: An experimental research method has two parts, or variables—an independent variable and a
dependent variable. The independent variable is the variable being manipulated, or changed. The dependent
variable is the one affected by the change made by the independent variable.
Observation: The observation method is a research technique that involves watching actual behavior and
Survey: The survey involves asking questions of participants in a study.
Spam is unsolicited e-mail that fills up consumers’ e-mailboxes, and might keep consumers from receiving
mail they requested. Consumers are more likely to respond to mail they have requested. Consumers might be
reluctant to buy products over the Internet or ask for information, because they do not want to get on a
Sponsorships are the promotional vehicles that businesses pay for to financially support sports events. All the
major sports organizations use sponsorships to help finance their operations. Endorsements involve a business
using a celebrity or public figure to represent and promote that company and the company’s products.