CONFIDENTIAL, Auinfrastructure Aromciiniversity FINAL EXAMINATION MARCH SEMESTER 2019 SPORTS MARKETING (SPRT 1240D) (TIME : 2 HOURS) MATRIC NO. IC. /PASSPORT NO. : LECTURER : NURUL SHAHIDA BINTI HAMDAN (GENERAL INSTRUCTIONS | ‘suena oot casas 0 6 pie pags ining ts a ‘Answer ALL question ia the ANSWER BOOKLE PLEASE DO NOT TURN THs PAGE AND START THE EXAM UNTIL YOU ARE TOLD TO DOO. CONFIDENTIAL Page lof 6INSTRUCTIONS: TIME: 2 HOURS SECTION A. (10 MARKS) ‘There are TEN (10) questions in this section, Answer ALL Questions in the Answer 1, Those consumers most willing to adopt new sports products are called A. laggards buyers aalopters coe 2 The promotion mix is composed of al the following EXCEPT. ‘advertising sles promotion propaganda public oF community relations pose 13, The individuals or organizations that route the sports product to the final consumer are knownas the channel of disbaion B. delivery chain (C. channel captains D. distribution team > 4. New sport delivery systems include which of the following? the internet direst mail hand delivery interstve billboards pom 5. statement of value fora sports products). B. discount fee CC exchange process D. contact ‘SPRTTZAODMarck2019 Reto6 The quantity of «sports product that consumers are willing to purchase ct «given pice is Jnown a5 consumer demand consumer price curve consumer pice index consumer Supply curve pope 7. When the athletic shoe chain, Athete's Foot, demonstrates the quality of good (Resbok) compared to the quality of service (sale associate), this would bean example of | ‘A. pershability | B. separability : tangiilty D. standardization 8. An example ofa sports product would be ‘A. baseball cards B. Martina Hingis (Lemis plays) (C. Women National Basketball Asocition (WNBA) D. allof the above 9. The total assortment of product lines that a sport organization (Nike, Reebok, Wilson) sells is the A. product characterises BB. product brand product mix D. product trademark 10, The __interac(s) with each other to produce the total product and inelud(s) branding, ‘quality, and design, ‘A. product mix BB. product line C product trademark DD. product charecteistes ‘SPRTTBa0DMarchD019 Page 3 ofSSECTION B (60 MARKS) ‘There are FIVE (S) questions in this section. Answer ALL questions in the Answer Booklet. 1. Products ean be categorized based on its nature, characteristics and consumptions 8) List THREE (3) characteristic of sports product. mars) (CLorrLo1:c1 ') Describe THREE (8) groups of durable and tangible sports produste fllow by the example, marks) (CLorPLor:c2) ©) List FOUR (4) unique characteristics of sevice that require more quality contol, ‘supplier credibility and adapabilivy. (4 marks) (CLoLPLo1:c2) 2, In onder to form a consistent and effective marketing program, pricing decisions must be coordinated with other marketing mix strategies 8) Define price (@ marks) (CLoLrLo1:ci) 1b) List TWO @ formula of profit (marks) (CLoLPLoLc), ©) Explain SIX (6) steps that marketer need to follow in order to eta price effectively. (Gmatks) (CLOLPLOL:C2) ‘SPRTTDODiMarch2019 Page FoF3. Marketing channels consis of several firms that are dretly involved or support the overall exchange process of goods and services in marketing. 8) Meatify FIVE (8 types of intermediaces in marketing chant (marks) (CLoxPL02:c1) 'b) Explain each ofthe intermediaries funtion, (Smarts) (cLoxPL02:c2) 4. A succesful product or service means nothing unles the benefit of sucha service can be ‘communicated clearly tothe target market 8) List FIVE (8) ypes of sale promotion tots. (Smacks) (cLoxPLoxc1) 'b) Explain FIVE (8) suatgies in the promotion mix. (S marks) (cLo2xPL02:02) 5. A market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. 8) List FIVE (8) major steps in target marketing. (S marks) (CLoxPLo2:c1) ) Explain FIVE (5) criteria for astening the effectiveness ofthe segmentation sratogy (Smatks) (cLo2-PLo2:c2) SPRTPAOD rchnIG Page SofSECTION (@oMARKS) ‘There are THREE (3) questions in this section, Answer ANY TWO (2) questions in the Answer Booklet, 1 Apply FIVE (steps of consumer buying decision making proces in apo rut (UO marks) ICLOs:PLO2:C3) 2, [Identify and cary out FIVE (8) posible sks of changing «brand name, (10 marks) (CLOs:PLO2:c3) 3. entity nd prepare FIVE (8) price adjusimentstrteies, (10 marks) (CLO3:PL02:C3) *** END OF QUESTIONS*** ‘SPREAD MarchD01T Page of6