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CBS711S- CONSUMER BEHAVIOUR IN SPORT- 2ND OPP- JULY 2024 |
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n Am I BI A u n IVER s I TY
OF SCIEnCE
TECHnOLOGY
-FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS AND SPORT MANAGEMENT
QUALIFICATION: BACHELOR OF SPORT MANAGEMENT
QUALIFICATION CODE: 07BSMN
LEVEL: 7
COURSE CODE: CBS711S
COURSE NAME: CONSUMER BEHAVIOR IN SPORT
SESSION:
JULY 2024
PAPER:
THEORY
DURATION:
3 HOURS
MARKS:
100
EXAMINER(S)
SECOND OPPORTUNITY EXAMINATION PAPER
MR. PETERHAUFlKU(FT/ PT/ DI)
MODERATOR: Mrs. T'NEIL YOUNG
INSTRUCTIONS
1. This paper comprises FIVE (5) questions.
2. Answer ALL FIVE (5) 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.
THIS EXAMINATION PAPER CONSISTS OF 3 PAGES (Including this front page)
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Question 1
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
b) Utilitarian function
c) Value expressive function
d) Knowledge function
(5 Marks)
(5 Marks)
(5 Marks)
(5 Marks)
Question 2
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 organizations
{9 Marks)
Question 3
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)
Question 4
Sports sponsorship is a crucial aspect of sports marketing. Explain the concept of sports
sponsorship and discuss its benefits for both sponsors and sports organizations, providing
examples to support your answer.
{10 Marks)
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Question 5
Describe the image in detail.
(15 Marks)
Total Marks = 100
END OF EXAMINATION
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