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CBS711S - CONSUMER BEHAVIOUR IN SPORT - 1ST OPP - JUNE 2022 |
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n Am I BI A u n IVER s I TY
OF SCIEnCE
Ano TECHnOLOGY
FACULTY OF MANAGEMENT SCIENCES
DEPARTMENT OF MARKETING AND LOGISITICS
QUALIFICATION:BACHELOROF SPORTMANAGEMENT
QUALIFICATION CODE: 07BOSM
LEVEL: 7
COURSECODE: CBS711S
COURSENAME: CONSUMER BEHAVIOUR IN SPORT
SESSION:
JUNE 2022
PAPER:
THEORY
DURATION: 3 HOURS
MARKS:
100
FIRST OPPORTUNITY EXAMINATION
EXAMINER(S) DR. MAXWELL CHU FAMA
MODERATOR: MR. PETER HAUFIKU
INSTRUCTIONS
1. This paper comprises FIVE (5) questions
2. Answer ANY FOUR (4) questions.
3. Read all the questions carefully before answering.
4. Marks for each question are indicated at the end of each question
5. Write clearly and neatly.
6. Number the answers clearly.
7. Start each question on a new page.
THIS FIRSTOPPORTUNITY EXAM PAPERCONSISTSOF 2 PAGES(Including this front page)
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Question 1 (25 marks)
1.1 In your own understanding, define sport consumer attitude
(5 marks)
1.2 Attitude can be classified into four functions. With the support of sporting examples,
explain each of the following functions;
a) Ego defensive function
(5 marks)
b) Utilitarian function
(5 marks)
c) Value expressive function
(5 marks)
d) Knowledge function
(5 marks)
Question 2 (25 Marks)
Managers and marketers need to manage sport products very carefully in an ever-increasing
competitive sport industry. With the aid of practical examples, outline four ways in which they
can do so, be guided by the following below;
a) Product differentiation
b) Product development
c) Product positioning
d) Product branding
Question 3 (25 marks)
3.1. With the aid of practical examples, discuss the importance of conducting research in sports
(10 marks)
3.2 In order to understand your fans as a sports marketer, giving practical examples, explain how
you would use the demographic dimensions to segment fans in any sport.
(15 marks)
Question 4 (25 marks)
No doubt, sports and the sports industry have incredible impact on various economies; locally,
internationally and globally. With the support of Namibian examples, describe the nature of
sport products and services in the following facets;
a) Sports entertainment
(8 marks)
b) Sports products
(8 marks)
c) Sports support organisations
(9 marks)
Question 5 (25 marks)
Using the Psychological Continuum Model, describe the following stages and discuss strategies
that can be used by a sports marketer in the respective stages;
a) Awareness stage
(6 marks)
b) Attraction stage
(6 marks)
c) Attachment stage
(6 marks)
d) Allegiance stage
(7 marks)
END OF FIRST OPPORTUNITY EXAMINATION
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