Wrestling Merchandise: Market research has shown that 6- to 17-year-old males, 18- to 24-year-old females, and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or attend a live match.
Wrestling events are regularly broadcast in 120 different countries. Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation) can be purchased at JCPenney and Walmart. Clothes for adults are used to reach markets that may not buy action figures, video games, and novelty candy, but who are still proud to sport World Wrestling Entertainment (WWE) trademarks.
- Refer to Wrestling Merchandise. The group identified as strong wrestling fans can be described as a(n):
a. market position
b. market segment
c. positioning
d. organizational buyer
e. microsegment
ANSWER: b
- Refer to Wrestling Merchandise. Most wrestling fans live in the southern United States. Based on this information, what segmentation base would be appropriate?
a. Geographic
b. Demographic
c. Psychographic
d. Product use
e. Benefit sought
ANSWER: a
- Refer to Wrestling Merchandise. The marketing research revealed that ___ segmentation can be used to identify the biggest fans of professional wrestling.
a. benefit
b. psychographic
c. demographic
d. geographic
e. geodemographic
ANSWER: c
- Refer to Wrestling Merchandise. Since the WWE most use different methods to reach its three largest target markets, it must use:
a. undifferentiated targeting
b. concentrated or niche targeting
c. multisegment targeting
d. demarketing
e. repositioning
ANSWER: c
- Refer to Wrestling Merchandise. Prior to the 1990s, professional wrestling tried to compete as a legitimate sport just like football and baseball. Now it uses the term sports entertainment when talking about what it is marketing to its fans. This is an example of the implementation of a(n) ___ strategy.
a. multisegment
b. product differentiation
c. undifferentiated marketing
d. target market
e. repositioning
ANSWER: e