SEM Exam Review

When preparing for a sales presentation, a salesperson decides to greet a prospective customer by asking if she would like to save money on office supplies. This is often called the _______________ approach. answer choices a. customer-benefit b. meet-and-greet c. introductory d. question-and-answer

a. customer-benefit

A sport/event organization that wants to obtain information about the population in a certain geographic location might use answer choices a. government sources. b. telephone surveys. c. primary databases. d. personal questionnaires.

a. government sources.

Your high-school's basketball team went to the state championship game last year, but didn't even make the play-offs this year. This is an example of a(n) ____________ sport/event product. answer choices a. inconsistent b. perishable c. tangible d. consistent

a. inconsistent

When a professional football expansion team is established in a community, the economic impact might result in answer choices a. increased job creation and more consumer spending. b. business closures, job layoffs, and high inflation rates. c. more tourism, lower tax rates, and high interest rates d. higher tax rates and fewer financial investment opportunities.

a. increased job creation and more consumer spending.

Ticket prices for the World Series increase dramatically, but all the games still sell out. The price change had little to no impact on sales. This is an example of __________ demand. answer choices a. inelastic b. unitary c. smoothing d. elastic

a. inelastic

What might a sports organization offer a business to encourage that business to sponsor an event? answer choices a. naming rights b. percent of profits c. partial ownership d. Free advertising

a. naming rights

Repeated exposure to the largest, most diverse population of people is a benefit of ___________ advertising. answer choices a. out-of-home b. newspaper c. direct d. radio

a. out-of-home

Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate. answer choices a. preferred-position b. run-of-page c. contract d. frequency

a. preferred-position

One of the main differences between professional and amateur athletes is that for professionals, the game is often answer choices a. their occupation. b. closed to the public. c. free of charge. d. played for enjoyment.

a. their occupation.

Author Randall McPeak's new thriller, Race to the End of Time, was recently released. McPeak's publisher arranged for him to do book signings and readings at several bookstores across the country. The author's appearances are beneficial to the bookstores because answer choices a. their sales will likely increase. b. most of their customers are fans of McPeak's books. c. McPeak supports literacy initiatives. d. online book sales will begin to stabilize.

a. their sales will likely increase.

The part of a print advertisement that is noticed first by readers is the answer choices a. business identification. b. illustration. c. white space. d. copy.

b. illustration.

A stadium designed with more female rest rooms than male rest rooms is responding to which of the following customer expectations. answer choices a. Adequate facilities b. Aesthetics c. Dedication usage d. Sense of safety

a. Adequate facilities

How do sponsors typically use signage at sports events? answer choices a. As promotional tools b. As safety reminders c. To provide directions d. To prohibit behavior

a. As promotional tools

What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items? answer choices a. Continuous b. Flighting c. Pulsing d. Intermittent

a. Continuous

Rachel is selling program advertisements for a marching band competition that her high school is hosting. Which of the following sales prospects is most likely to purchase ad space in the program? answer choices a. Local music shop b. National piano manufacturer c. International symphony conductor d. State/Provincial museum director

a. Local music shop

What internal records do many businesses monitor in order to obtain useful marketing information? answer choices a. Sales reports b. Trade journals c. Industry projections d. Print advertisements

a. Sales reports

A business wants to create or emphasize positive associations between a specific sport and itself. What type of advertising media should the business consider using? answer choices a. Stadium signage b. Opt-in e-mail c. Contest d. Newspaper

a. Stadium signage

Which of the following is the most common use of opt-in e-mail marketing: answer choices a. Subscriptions b. Announcements c. Attachments d. Confirmations

a. Subscriptions

The programs, hot dogs, drinks, and souvenirs that fans buy during a sporting event are part of the total sports answer choices a. product. b. promotion. c. market. d. strategy.

a. product.

When taking an incoming telephone order, an effective way to make sure the order is correct is to answer choices a. read the order back to the customer. b. place your initials on the order. c. note the date and time of the order. d. rewrite the order.

a. read the order back to the customer.

When making appearances at special events, a well-known rock star asks that the event organizer to pay for the air travel, lodging, and meals for his/her band and back-up singers. These requirements are examples of answer choices a. rider terms. b. financial requisitions. c. organization charters. d. non-negotiable conditions.

a. rider terms.

In sports and entertainment marketing, the concept of price includes not only the cost of a ticket to an event but also the answer choices a. value of the overall experience. b. quality of the media advertising. c. elements of the marketing plan. d. location of the facility.

a. value of the overall experience.

What are royalties? answer choices a. A percentage of expected sales b. A percentage of actual sales c. A percentage of union dues d. A percentage of taxes

b. A percentage of actual sales

Which of the following is one of the main features of a sport product: answer choices a. Franchises b. Athletes c. Tickets d. Extensions

b. Athletes

Which of the following types of sport/event businesses would be most likely to place a banner advertisement on a ski resort's web site: answer choices a. Shoe manufacturer b. Snowboard retailer c. Cross-training equipment distributor d. Rock-climbing boot retailer

b. Snowboard retailer

Which of the following is a characteristic of an effective sport/event logo: answer choices a. Remote b. Timeless c. Practical d. Ambiguous

b. Timeless

Why might a sport/event organization price entry fees for a marathon below the normal rate? answer choices a. To establish their event as "luxury" b. To encourage maximum participation c. To create profits d. To meet competitors prices

b. To encourage maximum participation

Which of the following is a factor that sports and entertainment marketers consider when targeting customers for a specific event answer choices a. personalities. b. demographics. c. expectations. d. affiliations.

b. demographics.

Because the outcome of a match is uncertain, many fans attending a sporting event are motivated by the game's_____________ value. answer choices a. financial. b. entertainment. c. economic. d. physical.

b. entertainment.

Over the years, Wrigley Field has earned a reputation as one of the best places to watch a Major League Baseball game. This is called brand answer choices a. awareness. b. image. c. image extension. d. loyalty.

b. image.

Businesses whose employees regularly make mistakes while taking telephone orders are likely to answer choices a. stop the service. b. lose customers. c. increase prices. d. computerize the system.

b. lose customers.

The additional cost of paying for parking and buying refreshments and programs is part of the overall ____________ of attending a concert. answer choices a. benefit b. price c. goal d. value

b. price

Which of the following is an example of an email attachment? answer choices a. nike.com b. resume.doc c. [email protected] d. http://www.org

b. resume.doc

When preparing handout for a sales presentation, it is important for a salesperson to know the __________ of the audience. answer choices a. gender b. size c. income d. personality

b. size

One way for the WSC Swim and Racquet Club to obtain primary information about the quality of its facilities and the level of its services is by answer choices a. reading industry publications. b. surveying club members. c. viewing competitors' web sites. d. collecting promotional literature.

b. surveying club members.

A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a(n) answer choices a. personal observation. b. testimonial. c. interview. d. sales presentation.

b. testimonial.

One characteristic of event marketing involves promoting and selling a(n) answer choices a. tangible product. b. unique experience. c. nonperishable item. d. physical appeal.

b. unique experience.

A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time which entitled the business to a answer choices a. flat rate. b. volume discount. c. free insert. d. preferred position.

b. volume discount.

What is a step in the sales presentation process that salespeople should prepare for in advance? answer choices a. Referral b. Feedback c. Approach d. Follow-up

c. Approach

Which of the following do event organizers often include in an event to add interest and excitement to the event: answer choices a. Dress rehearsal b. Long intermission c. Celebrity appearance d. Sponsor recognition

c. Celebrity appearance

Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer: answer choices a. Slogan b. Headline c. Copy d. Illustration

c. Copy

When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective? answer choices a. Newspapers b. Billboards c. Direct mail d. Yellow pages

c. Direct mail

Which of the following is a company-focused pricing objective for sport/event products: answer choices a. Offering the most discounts to customers b. Offering the lowest prices c. Enhancing image d. Achieving a price customers feel is "fair"

c. Enhancing image

Which of the following is most likely to be visible to search engine spiders: answer choices a. Flash files b. Java applets c. HTML text d. Images

c. HTML text

Which of the following is a consideration when implementing a ticket sales campaign: answer choices a. Name recognition b. Seating arrangement c. Immediate accessibility d. Organized hospitality

c. Immediate accessibility

Which of the following is a qualitative media factor used in the selection of promotional media: answer choices a. Reach b. Frequency c. Impact d. Cost per thousand

c. Impact

A sport/event marketer is having difficulty finding data about a competitor. The competitor's financial records are not public access. Which disadvantage of secondary research does this situation illustrate? answer choices a. It can be out of date. b. It can be incomplete. c. It can be costly. d. It can be time-consuming.

c. It can be costly.

What rule of thumb will help event/sport marketers develop a memorable logo? answer choices a. It should be elaborate and flashy. b. It should include clip art. c. It should be clear and simple. d. It should contain at least three colors.

c. It should be clear and simple.

Which of the following marketing activities involves writing press releases and organizing news conferences for a sport organization: answer choices a. Promotions b. Advertising c. Media relations d. Community relations

c. Media relations

Which of the following media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area: answer choices a. Internet advertising b. Airplane banners c. Movable billboard d. Stadium posters

c. Movable billboard

Which of the following decreases the costs to a business of using newspaper advertising: answer choices a. Color requirements b. Preferred position c. Sliding-scale rates d. Split-runs

c. Sliding-scale rates

Which of the following statements is true regarding sports marketing: answer choices a. Corporations sponsor sporting events to decrease their brand recognition. b. The use of high-profile athletes to endorse products does not increase brand recognition. c. The distribution of licensed sports apparel is an effective way to create team and brand awareness. d. Sports marketing encompasses only the radio and television media.

c. The distribution of licensed sports apparel is an effective way to create team and brand awareness.

A sports marketer has developed a sales packet that contains a team brochure, schedule, and a season ticket application. Why should all of the materials have the same basic appearance? answer choices a. To customize the materials to specific groups b. To motivate the recipients to open the sales packet c. To indicate that the materials are all from one organization d. To provide information that is relevant to the upcoming season

c. To indicate that the materials are all from one organization

Which of the following factors is most likely to cause people to not want to return to the annual fireworks show that attracts hundreds of thousands of people to the downtown area: answer choices a. public transportation b. nearby accommodations c. Traffic d. Parking fees

c. Traffic

Most sport/event products are classified as answer choices a. pure goods. b. pure services. c. a combination of goods and services. d. a combination of rented and owned-goods services.

c. a combination of goods and services.

A database of competitor information often contains information about the competitor's answer choices a. budget structure. b. production techniques. c. advertising media. d. creative strategy.

c. advertising media.

A tire producer is most likely to advertise its products on a website that interests answer choices a. fitness trainers. b. marathon runners. c. auto racing enthusiasts. d. tennis fans.

c. auto racing enthusiasts.

To sell advertising space in an event program, the first thing Kyle should do is answer choices a. design the front cover of the program to show prospects. b. call all businesses to determine their interest. c. develop a list of local businesses to contact. d. obtain printing supplies for the program.

c. develop a list of local businesses to contact.

When creating tickets for a sport/event, organizations often embed special watermarks into the ticket design to answer choices a. boost fan attendance rates. b. reduce the tickets' printing costs. c. discourage counterfeiting activities.

c. discourage counterfeiting activities.

The Chamber of Commerce for a large city estimates the income for the city generated by the sales tax, parking fees, food-service tax, and amusement tax collected as a result of a rock concert. This is an example of _______________ impact. answer choices a. total b. indirect c. fiscal d. direct

c. fiscal

A unique characteristic of the sport industry is that it seeks to attract markets that answer choices a. demand mostly tangible products. b. have consumers with artistic talent. c. include spectators and participants. d. are concerned with environmental issues.

c. include spectators and participants.

The cost to a business of radio spots will vary with the answer choices a. basic production costs. b. size of the business. c. number of listeners being reached. d. type of information being aired.

c. number of listeners being reached.

The National Collegiate Athletic Association and the Professional Golfers' Association are examples of answer choices a. labor unions. b. trade associations. c. sanctioning bodies. d. professional societies.

c. sanctioning bodies.

Jacob started training for the Boston Marathon several months ago and was happy when he finished the marathon in record time. In this situation, Jacob was motivated to run in the marathon for personal growth, which resulted in a(n) answer choices a. appreciation for others' physical strength. b. need to take emotional risks. c. sense of pride and accomplishment. d. feeling of purpose and belonging.

c. sense of pride and accomplishment.

Sports marketers have an advantage over all other types of licensors in the international marketplace because answer choices a. soccer is so popular. b. foreign countries are usually wealthy. c. sports are universally appealing. d. they already make so much money in the U.S. market.

c. sports are universally appealing.

The basis for licensing process is answer choices a. the fans. b. manufacturing. c. trademarked property. d. sponsorship.

c. trademarked property.

Which of the following is an example of a celebrity endorsing an event simply by being associated with it: answer choices a. Saying a tournament is great b. Appearing in a print ad c. Cheering for a football team d. Attending a grand opening

d. Attending a grand opening

What mailing technique do businesses often use if they do not have mailing-list software? answer choices a. Autoresponder b. Internet Service Provider c. Bookmark feature d. Blind Carbon Copy

d. Blind Carbon Copy

You are marketing the premiere of a new Lexus model, which will be revealed at a car show in Detroit. You are in charge of advertising. Which of the following would be your responsibility: answer choices a. Researching the target audience b. Conducting test drives c. Taking ticket orders d. Buying commercial time on television

d. Buying commercial time on television

How can sport/event marketers establish positive relationships with their customers/clients? answer choices a. Ask close-ended questions b. Use generic sales presentations c. Prepare a product demonstration d. Communicate specific benefits

d. Communicate specific benefits

What should businesses do to detect any problems before sending an e-mail to everyone on their list? answer choices a. Finalize a signature b. Format the message c. Prepare a response d. Conduct a test run

d. Conduct a test run

When you ask, "How will my customers receive this sales promotion?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing? answer choices a. Determine how to get the news out. b. Determine creativity. c. Determine incentive. d. Determine delivery.

d. Determine delivery.

When you ask, "What does this sales promotion offer to customers?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing? answer choices a. Determine how to get the news out. b. Determine creativity. c. Determine delivery. d. Determine incentive.

d. Determine incentive.

Why should salespeople create favorable impressions during the initial contact with sport/event customers? answer choices a. Customer rapport is unimportant. b. Customers want to ask for assistance. c. First impressions seldom last very long. d. First impressions are difficult to change.

d. First impressions are difficult to change.

A soft-drink manufacturer is a sponsor for a professional baseball team. Which of the following signage placement options would provide the most exposure to the manufacturer's products: answer choices a. Rear entrance of stadium b. Next to concession stands c. Backside of the scoreboard d. Interior wall of the outfield

d. Interior wall of the outfield

Which of the following is a tangible benefit of purchasing a surfboard: answer choices a. It is the most popular brand on the market. b. It gives you the opportunity to join a surfing club. c. It allows you to spend time with your friends at the beach. d. It has a wrist strap to keep it connected to you in the water.

d. It has a wrist strap to keep it connected to you in the water.

To generate excitement about its newly remodeled facilities, Wilmer's Hotel plans to send advertising messages to past guests via their cell phones. Each message will contain a brief video showcasing new features and services that the hotel offers. Which type of mobile messaging service should Wilmer's use? answer choices a. Complex messaging services (CMS) b. Short messaging services (SMS) c. Digitized messaging services (DMS) d. Multimedia messaging services (MMS)

d. Multimedia messaging services (MMS)

Your business wants to sell a shipment of goods by the end of the current work week at the lowest possible advertising cost. Which of the following promotional media would be best: answer choices a. An ad in next Sunday's paper b. A direct mail campaign c. Point-of-purchase displays d. Radio spot commercials

d. Radio spot commercials

Which of the following statements regarding direct-mail marketing campaigns is true: answer choices a. They should contain detailed data. b. They are highly cost-efficient. c. They are easy to track. d. They should include a call to action.

d. They should include a call to action.

When a performer expands into international markets, an important consideration for his/her promotional efforts is that it is often necessary to answer choices a. assume that literal language translations are acceptable. b. use the same advertising strategy with all markets. c. develop different brands for each market. d. adapt promotional messages for each market.

d. adapt promotional messages for each market.

When selling advertising space in sport/event programs, it is important for marketers to give their customers the answer choices a. mailing costs. b. research fees. c. news deadlines. d. advertisement specifications.

d. advertisement specifications.

When NASCAR fans list the sponsors featured on their favorite driver's car or clothing, they are demonstrating answer choices a. ambush marketing. b. sponsorship clutter. c. public service. d. brand recognition.

d. brand recognition.

If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) ____________ sponsor. answer choices a. dynamic b. large-business c. sole d. exclusive

d. exclusive

To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams and compete against other fans' sport teams. This growing industry is referred to as answer choices a. online exchange. b. data interchange. c. game works. d. fantasy sports.

d. fantasy sports.

When a sport organization employee creates a promotional script for a sport announcer to read during a pregame award ceremony, the employee should answer choices a. include a joke in the introduction to capture the audience's attention. b. number the copy pages in reverse chronological order. c. make sure the final copy is single-spaced and the typeface is bold. d. identify name pronunciations that might be difficult to read.

d. identify name pronunciations that might be difficult to read.

To learn about its target market's needs and wants, a professional soccer league should obtain information from its fans answer choices a. before it implements organizational changes. b. only when there appears to be a problem. c. if ticket sales show short-term improvement. d. in a proactive and systematic manner

d. in a proactive and systematic manner

A lottery system is an equitable way of selling tickets to school alumni when the demand for college football tickets answer choices a. fluctuates every season. b. is lower than originally anticipated. c. remains consistent over time. d. is higher than the available supply.

d. is higher than the available supply.

Ryan loves baseball and plays year-round in several community leagues. He's very goal-oriented, focused, and is out to win every game. In this situation, Ryan participates in sports because he answer choices a. wants to maintain a healthy lifestyle. b. has a laid-back attitude. c. enjoys socializing with teammates. d. is very competitive by nature.

d. is very competitive by nature.

Sport/event industries often use the electronic media to answer choices a. conduct worldwide research. b. attract advertising support. c. encourage athletes to participate. d. motivate customers to buy.

d. motivate customers to buy.

A business that asks to have an advertisement presented at a specific time on the air or in a special place in a newspaper will answer choices a. need to be a regular advertiser. b. not have its request granted. c. pay the standard fee for the ad. d. pay a higher price for the ad.

d. pay a higher price for the ad.

The body of an e-mail that reads, "Dear Sue, we hope you are enjoying the newsletter," is an example of a/an ______ message. answer choices a. understandable b. compelling c. focused d. personalized

d. personalized

What type of competitor information is important for sport/event organizations to maintain in a database? answer choices a. consumption b. demographics c. market size d. price lists

d. price lists

A primary reason that large businesses purchase the naming rights to a new sport/event facility is because it answer choices a. usually increases spectator fan-base loyalty levels. b. is the least expensive way to create name recognition. c. reduces the need to engage in other promotional activities. d. provides exclusivity and has potential to maximize exposure.

d. provides exclusivity and has potential to maximize exposure.

When a sport marketer considers factors such as lifestyles and interest levels in a specific sport, s/he is segmenting a market on the basis of answer choices a. gender. b. demographics. c. geographics. d. psychographics.

d. psychographics.

Having appropriate data helps sport/event marketers to set goals that are answer choices a. open-ended. b. general. c. broad. d. realistic.

d. realistic.

One type of sport/event marketing information is information that is obtained from answer choices a. mangers. b. referees. c. coaches. d. spectators.

d. spectators.

A baseball game broadcast on the radio is an example of answer choices a. a non-sport. b. owned-goods service. c. a sporting good. d. sport media.

d. sport media.

A business that asks customers to forward an e-mail to their friends or associates is engaged in answer choices a. suggestion selling. b. direct advertising. c. image building. d. viral marketing.

d. viral marketing.

An important factor in determining rates for outdoor advertising is its answer choices a. short life. b. ease of replacement. c. artistic appeal. d. visibility.

d. visibility.

The promoters of an extreme-sports weekend would most likely target which of the following answer choices a. professional athletes. b. older men, ages 40-50. c. business executives. d. young men, ages 12-34.

d. young men, ages 12-34.