SMT611S - SPORT MARKETING - 1ST OPP - JUNE 2022


SMT611S - SPORT MARKETING - 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 COMMERCE, HUMAN SCIENCE AND EDUCATION
DEPARTMENT OF MANAGEMENT
QUALIFICATION: BACHELOR OF SPORT MARKETING
QUALIFICATION CODE: 07BOSM
LEVEL: 7
COURSE CODE: SMT611S
COURSE NAME: SPORTMARKETING
SESSION: JUNE 2022
DURATION: 3 HOURS
PAPER: (PAPER1)
MARKS: 100
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) John-Graftt Ndungaua
MODERATOR: Ms. Fortunate Sithole
INSTRUCTIONS
1. Answer all questions.
2. Read all the questions carefully before answering.
3. Marks for each question are indicated at the end of each question.
4. This paper consist of four (4) sections, namely section A, B, C & D.
5. Please ensure that your writing is legible, neat and presentable.
6. For section A, Band C, use the table provided on page 7 to indicate
the correct answer, detach it and insert it in the exam book. Write
your name and student number.
THIS QUESTION PAPER CONSISTS OF _7 _ PAGES (Including this front page)

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Section A
Answer the following questions TRUE or FALSEon the answer sheet provided on page 7, detach and
insert it in your exam book with your name and student number written on it.
Question 1.
1. The phrase, "Sport consumer behaviour is about the journey not the destination" , describes
the essence of sport and event consumer behaviour.
a) True
b) False
2. Consumer behavior is the foundation of all marketing.
a) True
b) False
3. A desire to seek out a consumption experience reflects a desire to satisfy internal needs and
receive benefits through acquisition.
a) True
b) False
4. Sport isn't related to obesity rates, life expectancy and feelings of isolation, all which has
implications for quality of life.
a) True
b) False
5. Sport has the ability to directly and indirectly influence a number of aspects in a person's life.
a) True
b) False
6. The study of sport consumer behaviour wasn't developed from the general field of consumer
behaviour.
a) True
b) False
7. The customer is the individual who sells the product or service
a) True
b) False
8. A variety of topics are now investigated including attitudes toward entertainment and social
services, purchase behaviour of durable and non-durable products, preference for services
such as insurance, tourism, and hospitality, behaviour of household members, influence of
culture on purchase intentions, decision making, and information processing ( Wells, 1993 ).
a) True
b) False
9. Sport and event consumer behaviour (SECB)is the process involved when individuals select,
purchase, use, and dispose of sport and sport event related products and services to satisfy
needs and receive benefits.
a) True
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b) False
10. A marketer wants to determine what type of individual purchases a specific running shoe for
recreation, fitness, competition, or fashion. This information doesn't help create market
segments because all consumers buy a pair of shoes for the same reason.
a) True
b) False
(10 X 1 = 10)
Section B
Answer the following Multiple Choice Questions on the answer sheet provided on page 7, detach and
insert it in your exam book with your name and student number written on it.
Question 2.
1. Sports Producers May Provide:
a) Events for Participation
b) Sport Information
c) Athlete training
d) All of the above
e) None of the above
2. The sponsor can use the event to ____
_
a) Feed his/her ego
b) Reach important consumers for the company
c) Not draw the attention to the company
d) Give money away
e) None of the above
3. A sporting event may be__
a) Amateur
b) Professional
c) Provide entertainment
d) All of the above
e) None of the above
4. What is marketed at sport events?
a) Sponsors product of services
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b) Traded product or services
c) Non-Sponsors Product or services
d) None of the above
e) A and B
5. Sport Marketing is___ _
a) Is the marketing of sport.
b) Is the marketing through sport.
c) Is the application of marketing principles to sports properties and to non-sports products using
sports.
d) All of the above
e) Only C
(5 X 2 = 10)
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Section C
Question 3.
Match Column A to Column B with the correct answers on the answer sheet provided on page 7,
detach and insert it in your exam book with your name and student number written on it.
Column A
1. Why Is Marketing Important?
Column B
1. Without eating, we cannot survive
2. Needs
2. Increasing production
3. Exchange Process
3. Consists of variables controlled by
marketing professionals in an effort to
satisfy the target market
4. Product
4. refers to people with a defining set of
characteristics that set them apart as a
group
5. Benefits of Marketing
5. Process of carving out a relatively tiny part
of a market that has a very special need
not currently being filled
6. The Marketing Mix
6. Marketing transaction in which the buyer
provides something of value to the seller
in return for goods and services that meet
that buyer's needs or wants
7. Target Market
7. Involves the goods, services, or ideas used
to satisfy consumer needs
8. Market Segmentation
8. The process of
identifying groups of consumers based
on their common needs
9. Niche Marketing
9. The fixing your sports or entertainment
entity in the minds of consumers in the
target market
10. Positioning
10. Financial success is a direct result of an
organization's ability to effectively market
its products and services
(10 X 1 = 10)
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Section D
Question 4.
What are the marketing action questions that marketers need to ask sport consumers?
(6)
Question 5.
Explain the 10 aspects that are worth reviewing to understand the unique nature of sport consumer
behaviour:
(20)
Question 6.
At the basic level, sport consumer motivation reflects desires to satisfy an internal need or receive a
benefit through acquisition. This motivation process contains five basic stages, name and explain all
five:
(10)
Question 7.
Define Sport Marketing.
(10)
Question 8.
Name and discuss the sport marketing mix
What can be marketed?
Question 9.
Question 10.
What is your understanding of Sport Consumer?
Total Marks 100
(12)
(7)
(5)
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Section A; TRUE or FALSEAnswer Sheet, indicate with an X under the appropriate box
#
True False
1.
2.
3.
4.
5.
6.
7.
8.
9
10
Section B; TRUE or FALSE Answer Sheet indicate your answer by marking with an X under the
appropriate box
A BCDE
1.
2.
3.
4.
5.
Section C
Question 3.
Match Column A to Column B with the correct answers by indicating the corresponding number.
Column A
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Column B
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