Sport Marketing final

2019F_FinalExam.pdf

SPM 3306 Sport Marketing: Final Take-Home Exam

Question 1.

Read the following article from Forbes.com:

[http://www.forbes.com/sites/maurybrown/2014/03/20/put-me-in-coach-im-ready-to-play-mlb-

and-fender-partner-on-logoed-stratocasters/]

Fender, a musical instruments company, is offering baseball fans collectible MLB-themed

Stratocaster guitars. The MLB-themed Strats with each team’s logo are now on sale for $799

available on Fender.com and shop.mlb.com. According to the article, there are also plans to have

clubs sell the guitars at team shop locations. This is an unconventional and high-end product

category among MLB’s licensees. Develop your answer by addressing the following three

questions related to the issue:

(1) from a sport consumer’s emotional/psychological attachment perspective, what factors would

drive consumers to buy this licensed product?

(2) what are the expected benefits that could be enjoyed by purchasing this product?

(3) what would be some promotional ideas that would enhance the perceived value of this

product?

You should provide answers to all questions above. Provide factual information (e.g., related

journal articles, industry reports, expert comments, etc.) where necessary to support your

arguments.

(Word limit: 1,000 words excluding reference and appendices)

SPM 3306 Sport Marketing: Final Take-Home Exam

Question 2.

Werner Ladders partnered with NCAA to become the “Official Ladder of the NCAA Basketball

Championship.” [http://www.post-gazette.com/business/2014/03/16/Partnership-with-NCAA-

tournament-gives-Werner-Ladders-big-media-buzz/stories/201403160092]

While a ladder company’s sponsorship of NCAA may sound unusual, the company has supplied

ladders to sports arenas for decades (Sanserino, 2014). Develop your answer by addressing the

following three questions related to the issue:

(1) is becoming the official ladder of the March Madness tournament worth the investment and

why?

(2) what are the benefits that the ladder company can enjoy from this sponsorship deal from the