Test_SEM 2 Unit 4
1. Which of the following indicates a positive economic impact for a city that hosts a professional
golf tournament:
A. Higher restaurant sales
B. Fewer hotel reservations
C. Increased traffic congestion
D. Decreased tax revenues
2. Which of the following sport/event situations is most likely to have a negative economic impact on
a local community:
A. New college football stadium is being built
B. Professional baseball players go on strike
C. A popular musical group comes to town
D. Golf tournament organizers solicit volunteers
3. To make sure that all tasks have been completed and an event is ready for attendees, sport/event
marketers might refer to their
A. guest list.
B. production checklist.
C. function sheets.
D. inventory agenda.
4. One way to verify that a complex arena event is well prepared and ready for spectators is by
A. holding a rehearsal.
B. identifying audio needs.
C. developing an event checklist.
D. reading the scripted elements.
5. What is one question that a business must answer when identifying a potentially profitable target
market?
A. What is the reach and frequency of the advertising medium?
B. Does the product have form utility?
C. What are monthly variable expenses?
D. Is the market responsive?
6. One aspect of identifying a segment of a sport/event target market involves identifying the
A. regional trends.
B. sales forecasts.
C. heavy users.
D. new vendors.
7. As part of its market analysis, the SVM Company estimates the increases in demand for its
products over a set time frame for a particular market segment. The SVM Company is attempting
to analyze the market's
A. size.
B. growth rate.
C. performance.
D. profitability.
8. A business asks its customers about the types and amounts of products that they plan to purchase
in the next 12 months. What is the business using to help forecast sales?
A. Market-factor analysis
B. An attitude survey
C. Survey of buyer intentions
D. Customer-positioning analysis
9. A SWOT analysis indicates that customers' buying preferences are changing, but the business
has a very limited product line. This is an example of an
A. internal weakness compensating for an external threat.
B. internal strength responding to an external threat.
C. external threat attacking an internal weakness.
D. external opportunity coinciding with an internal strength
10. An important step in the process of developing a marketing plan involves selecting the
A. distribution agent.
B. target market.
C. sales force.
D. research strategy.
11. Which of the following is a factor that new businesses consider when conducting an analysis of
competitors in a specific market:
A. Product quality and price
B. Size and availability of space
C. Cost of supplies and equipment
D. Industry research and training
12. When evaluating the performance of a marketing plan, what might a business do if
performance fails to achieve the objectives?
A. Analyze the situation
B. Revise the sales forecast
C. Develop a mission statement
D. Blame the competition
13. When monitoring its marketing activities, a business might need to take corrective action if
A. sales marginally exceed goals.
B. economic conditions change.
C. market trends remain consistent.
D. service levels are satisfactory.
14. Business owners can evaluate the effectiveness of their marketing activities by comparing the
original allocation of resources with the
A. operating expenses.
B. rate of depreciation.
C. fixed costs.
D. return on investment.
15. Which of the following is a question that a business should ask when evaluating the
performance of its marketing plan:
A. Is it feasible to expand the business?
B. Are the purchasing policies appropriate?
C. Are the objectives being achieved?
D. Is the record-keeping system efficient?
16. When the Green Company selected its target market, it decided to ignore the segment
differences and generate appeal with one offer. The company is using __________ marketing.
A. isolated
B. niche
C. individual
D. mass
17. Which of the following factors should event marketers consider when identifying target markets
for specific events:
A. Behavior
B. Culture
C. Attitude
D. Character
18. Which of the following statements is true regarding niche marketing:
A. Marketers tend to consider broad focus to meet the needs of the niche.
B. Market segments are subgroups of niche markets.
C. Niche marketers do not often customize their offerings.
D. Niche markets are small and may attract a few competitors.
19. When a business selects a target market, the most useful or desirable market segments to the
business are those that are measurable and
A. concentrated.
B. undifferentiated.
C. accessible.
D. inflexible.
20. Businesses usually analyze market potential for a certain product by considering total demand
in a specific
A. research sample.
B. day of the week.
C. geographical area.
D. social situation.
21. When forecasting sales for marketing plans, businesses often rely on
A. supplier data.
B. general statistics.
C. research information.
D. operating reports.
22. If a firm discovers a competitor's weakness when it is conducting a competitive analysis, the
firm has often uncovered a(n)
A. ethical disadvantage.
B. internal threat.
C. marketplace opportunity.
D. product liability.
23. Once a SWOT analysis identifies an internal strength, a business can use that strength to take
advantage of a(n)
A. operating procedure.
B. external opportunity.
C. marketing strategy.
D. promotional technique.
24. SWOT analysis is a technique for summarizing a company's
A. strengths, weaknesses, opportunities, and threats.
B. skills, workers, organizations, and teams.
C. strategy, wholesalers, objectives, and trademarks.
D. store, warranty, occupations, and tariffs.
25. What is a potential threat a manager might identify in a SWOT analysis?
A. Economy rebounding
B. Growing government regulation
C. Weak market image
D. Cost advantages
26. One of the purposes of conducting a market analysis is to develop a(n)
A. management team.
B. distribution plan.
C. operating budget.
D. customer profile.
27. Which of the following is a factor that businesses often consider when conducting a market
analysis:
A. Location of the test market
B. Size of the market next year
C. Safety of the research process
D. Design of the questionnaire
28. The marketing objectives that a business develops for its marketing plan should lead to a(n)
A. increase in prices.
B. increase in sales.
C. decrease in costs.
D. decrease in taxes.
29. When conducting a market analysis, a business considers the total possible demand for a
product which is known as the
A. market potential.
B. sales growth.
C. target market.
D. supply factor.
30. What is a potential weakness a manager might identify in a SWOT analysis?
A. Competitors failing
B. High-quality products
C. Lack of management depth
D. Low-cost foreign competition
31. Forecasting sales for marketing plans is important because the forecast is used as a
A. standard of measurement.
B. type of research.
C. method of communication.
D. compilation of data.
32. One way that a business can learn about its competitors' activities is by
A. evaluating Intranet efficiencies.
B. reviewing secondary data.
C. developing product specifications.
D. identifying communication barriers.
33. Which of the following is an internal strength that a business might identify during a SWOT
analysis:
A. Limited competition
B. Extensive regulations
C. Increased expenses
D. Financial resources
34. When a business develops a marketing plan, the objectives should be timely, measurable, and
A. general.
B. attainable.
C. serviceable.
D. impulsive.
35. Secondary sources such as census reports, other government publications, trade magazines, or
chambers of commerce are excellent sources for obtaining information about
A. target markets.
B. competing products.
C. demographics.
D. business personnel.
36. When assessing marketing-information needs, the first step that a business should take is to
A. select the research tools.
B. analyze the results.
C. identify the issue or problem.
D. conduct primary research.
37. Which of the following is an important aspect to consider when a business begins to assess its
marketing information needs:
A. Government
B. Competition
C. Production
D. Technology
38. Businesses often ask for the customer's zip code at the checkout counter to obtain immediate
information about
A. how often customers visit the business.
B. a geographic area for a direct-mail campaign.
C. how much customers can pay for products.
D. the average age of customers.
39. Knowing where customers are located can help a business decide
A. which prices are the most popular.
B. how to package products.
C. how much inventory to stock.
D. which distribution channels to use.
40. By maintaining marketing information systems, sport/event organizations can estimate demand
and identify market trends by tracking buying behavior and
A. analyzing consumption patterns.
B. establishing standards.
C. tabulating quotients.
D. qualifying distribution channels.