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Ksm 046: Principles Of Sport Marketing  Question Paper

Ksm 046: Principles Of Sport Marketing  

Course: Postgraduate Diploma In Sports Administration

Institution: Kenyatta University question papers

Exam Year:2012



DATE: THURSDAY, 29TH MARCH 2012
TIME: 2.00 P.M – 4.00 P.M
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Answer any THREE questions.
1.
a)
Outline the challenges facing sport marketers today.

[ 13.3 marks]

b)
Describe the marketing activities orientation,


[ 10 marks]

2.
Describe the micro and macro environmental factors affecting performance of sports
firms.








[ 23.3 marks]

3.
Describe the features core to a sports product.



[ 23.3 marks]

4.
a)
Justify the study of sport consumer behaviour today.
[10 marks]

b)
Describe the factors likely to influence sport consumer behavior. [ 13.3 marks]

5.
a)
Elaborate on the levels of sport market segmentation.

[ 8 marks]

b)
Outline the criteria that you would use to segment a sport market. [ 15.3 marks]

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