SEM Final Exam Review

What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is 875,000 18-30-year-old males and 393,750 of the target audience is exposed to the message? A. 45 B. 40 C. 35 D. 30

A. 45

A stadium designed with more female rest rooms than male rest rooms is responding to which of the following customer expectations. A. Adequate facilities B. Aesthetics C. Dedication usage D. Sense of safety

A. Adequate facilities

How do sponsors typically use signage at sports events? A. As promotional tools B. As safety reminders C. To provide directions D. To prohibit behavior

A. As promotional tools

What is a primary consideration for fans who are attending a professional football game in a large city? A. Availability of parking space B. View of the city from stadium seats C. Accessibility to souvenir stands D. Surface of athletic field

A. Availability of parking space

What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items? A. Continuous B. Flighting C. Pulsing D. Intermittent

A. Continuous

What form of advertising involves a company paying an athlete to appear in a television commercial or newspaper ad? A. Endorsement B. Testimonial C. Promotion D. Broadcast

A. Endorsement

Brian needs to generate some "out-of-the-box" sales promotion ideas for an upcoming tennis tournament. He's not sure how to start, but he does know that the tournament's marketers want to reach the 18-to-35-year-old crowd. How is Brian prepared for inspiration? A. He knows his target market. B. He knows his competition. C. He's putting a new twist on an old idea. D. He's brainstorming.

A. He knows his target market.

Which of the following is the most appropriate promotional medium for a local hardware store: A. Local newspaper B. Network television C. Local rock station D. National news magazine

A. Local newspaper

What is a benefit of establishing good relationships with sport/event customers and fans? A. Long-term loyalty B. Flexible marketing C. High-level pricing D. Consistent quality

A. Long-term loyalty

Which of the following is an example of a licensed product: A. NASCAR earrings B. Buick invitational golf tournament C. Converse shoes D. Wheaties cereal box featuring an athlete

A. NASCAR earrings

A business owner who wants to obtain a reduced rate for a series of local radio commercials might contract for what type of promotion? A. Package B. Display C. Transit D. Contingent

A. Package

What do some professional sport teams do to promote renewed interest in a team that is losing support from fans? A. Redesign logos B. Increase prices C. Send newsletters D. Change sponsors

A. Redesign logos

What internal records do many businesses monitor in order to obtain useful marketing information? 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? 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: A. Subscriptions. B. Announcements C. Attachments D. Confirmations

A. Subscriptions.

What is one way that sport/event marketers use marketing information? A. To develop new products B. To determine credit scores C. To change economic trends D. To prepare sales invoices

A. To develop new products

After a volleyball player wins a gold medal in the summer Olympics, a sunscreen manufacturer pays the athlete to appear in its television commercials and magazine advertisements. This is an example of A. an endorsement. B. publicity. C. a sponsorship. D. loyalty marketing.

A. an endorsement.

A celebrity's appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of A. cross-promotion. B. public relations. C. team-building. D. personal selling.

A. cross-promotion.

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. A. customer-benefit B. meet-and-greet C. introductory D. question-and-answer

A. customer-benefit

When prices go up or down, the change can affect how much of the sport/event product customers purchase. This is a general of A. elasticity B. market segmentation. C. smoothing. D. total cost.

A. elasticity

Advertising copy that states "Only 3 days left" is trying to A. encourage action. B. describe features. C. identify benefits. D. make a claim.

A. encourage action.

A stadium deciding to place messages and team logos on electronic boards is an example of selecting A. event signage. B. media usage. C. sponsorships. D. network support.

A. event signage.

A sport/event organization that wants to obtain information about the population in a certain geographic location might use A. government sources B. telephone surveys C. primary databases D. personal questionnaires

A. government sources

A primary reason that many colleges and universities sell the naming rights for their new football stadiums or basketball arenas is to A. help pay for construction expenses. B. honor a former student-athlete. C. create publicity for the new facility. D. encourage fans to attend sports events.

A. help pay for construction expenses.

Sporting-goods businesses often gather marketing information to A. identify trends B. obtain licensing contracts C. gain the respect of competitors D. adjust credit ratings

A. identify trends

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. A. inconsistent B. perishable C. tangible D. consistent

A. inconsistent

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. 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? A. naming rights B. percent of profits C. partial ownership D. Free advertising

A. naming rights

Males between the ages of 18-35 who are sports-minded and live in Orlando, Florida is an example of a A. niche market B. demographic characteristic C. sponsor D. marketing mix

A. niche market

Repeated exposure to the largest, most diverse population of people is a benefit of ___________ advertising. 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. A. preferred-position B. run-of-page C. contract D. frequency

A. preferred-position

The programs, hot dogs, drinks, and souvenirs that fans buy during a sporting event are part of the total sports A. product. B. promotion. C. market. D. strategy.

A. product.

To obtain the most exposure during a sporting event, the best logo placement opportunity for businesses is on A. race cars. B. golf balls. C. swimsuits. D. footwear.

A. race cars.

For higher response rates, businesses should develop marketing e-mail messages that are A. short, simple, and understandable. B. relevant, short, and complex. C. interesting, unique, and lengthy. D. appealing, complex, and relevant.

A. short, simple, and understandable.

A person responsible for matching up corporations with events that reach their target market has a career in A. sponsorship management B. sales promotion C. hospitality D. advertising sales

A. sponsorship management

One of the main differences between professional and amateur athletes is that for professionals , the game is often 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 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.

When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the product's A. uses. B. producer. C. price. D. features.

A. uses.

In sports and entertainment marketing, the concept of price includes not only the cost of a ticket to an event but also the 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.

The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a television ad to promote lower membership fees for a limited time. If the target audience is 939,000 16- to 36-year-old females, and 313,000 of the target audience is exposed to the message, what is the percentage of reach for a local cable-television advertisement? A. 36 B. 33 C. 39 D. 30

B. 33

What are royalties? 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: A. Franchises B. Athletes C. Tickets D. Extensions

B. Athletes

Which of the following is an example of a celebrity endorsing an event simply by being associated with it: A. saying a tournament is great B. Attending a grand opening C. Appearing in a print ad D. Cheering for a football team

B. Attending a grand opening

Which of the following best enables marketers to target specific groups of customers so that the marketers can focus their promotional efforts to get the best results: A. Advertising B. Direct marketing C. Publicity D. Sales promotion

B. Direct marketing

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: A. Rear entrance of stadium B. Interior wall of the outfield C. Next to concession stands D. Backside of the scoreboard

B. Interior wall of the outfield

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? A. It can be out of date. B. It can be incomplete. C. It can be costly. D. It can be time-consuming.

B. It can be incomplete.

Which of the following is an advantage to a business of using an in-house system to send bulk e-mailings: A. Costs are tied to volume. B. Last-minute changes are possible. C. Control of delivery is limited. D. Up-front costs are low.

B. Last-minute changes are possible.

Which of the following types of media should an event planner use to promote an upcoming local charity event to the general public: A. Direct mail B. Local television C. National newspaper D. Consumer magazine

B. Local television

Which of the following decreases the costs to a business of using newspaper advertising: A. Color requirements B. Sliding-scale rates C. Preferred position D. Split-runs

B. Sliding-scale rates

What should be included in an event program if it is longer than four pages? A. Satisfaction survey B. Table of contents C. Local news articles D. Statement of organizers

B. Table of contents

Currently, which of the following mobile advertising strategies has been most successful: A. Rich media B. Text message with coupon C. Cross-platform campaign D. Banner ad campaign

B. Text message with coupon

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

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

85% of a sport organization's season ticket holders live or work within two hours of the team's home playing field. In this situation, what factor motivates the season ticket holders' decision to buy? A. The venue's design and layout B. The stadium's geographic location C. The team's unpredictable performance D. Their sense of loyalty to the team's coach

B. The stadium's geographic location

Which of the following is a characteristic of an effective sport/event logo: 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? 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

One of the primary reasons that people are motivated to attend arena football games is the A. instant-replay feature B. affordable ticket prices. C. low scores. D. prime-time, network television exposure.

B. affordable ticket prices.

Mask Company set up a hospitality tent outside the Olympics arena. Its goal was to encourage patrons to view it as an Olympics sponsor even though it had not paid sponsorship fees. This is an example of ____________ marketing. A. target B. ambush C. direct D. internet

B. ambush

A characteristic of an event is that it is produced and consumed A. during planned intervals B. at the same time C. by the same group of people D. in unemotional ways

B. at the same time

Professional sports teams benefit their surrounding community by A. endorsing local political candidates. B. attracting tourist dollars. C. hiring handlers to make sure athletes behave. D. making seat licenses available to season ticket holders.

B. attracting tourist dollars.

The team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain A. financial accountability. B. brand awareness. C. image extension. D. market segmentation.

B. brand awareness.

To develop long-term relationships with fans, professional sport teams should A. have inflexible ticket sales policies. B. build emotional connections with them. C. increase licensing fees to ensure profitability. D. redesign branding elements.

B. build emotional connections with them.

A sport/event organization can determine advertising reach of a magazine by analyzing the publication's A. billing cycle. B. circulation. C. finances. D. response mode.

B. circulation.

Which of the following sources is the most appropriate for obtaining primary marketing information about fans' opinions about a rock band's new album: A. concession vendors B. concert attendees C. event ushers D. facility managers

B. concert attendees

Which of the following is a factor that sports and entertainment marketers consider when targeting customers for a specific event 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. A. financial B. entertainment C. economic D. physical

B. entertainment

A professional soccer league is considering an expansion team in a certain city. What is the best online secondary source to obtain current demographic information about the location? A. youth magazine B. government census C. national news outlet D. sporting goods association

B. government census

The basic elements of a print advertisement are the A. artwork, illustrations, logo, and colorwork. B. headline, illustration, copy, and business identification. C. layout, arrangement, white space, and border. D. headline, subheadline, copy, and price.

B. headline, illustration, copy, and business identification.

The part of a print advertisement that is noticed first by readers is the A. business identification B. illustration. C. white space. D. copy.

B. illustration.

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 A. awareness. B. image. C. image extension. D. loyalty.

B. image.

Information about sponsorship, cost, marketing opportunities, and audience demographics are examples of information A. provided to ambush marketers. B. included in a sponsorship proposal. C. included in event programs. D. provided in the city hosting the event.

B. included in a sponsorship proposal.

The relationship between a sponsor and a sport entity is often described as a A. merger B. partnership C. buyout D. takeover

B. partnership

The additional cost of paying for parking and buying refreshments and programs is part of the overall ____________ of attending a concert. A. benefit B. price C. goal D. value

B. price

Having appropriate data helps sport/event marketers to set goals that are A. open-ended. B. realistic. C. general. D. broad.

B. realistic.

Which of the following is an example of an email attachment? 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. A. gender B. size C. income D. personality

B. size

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: A. shoe manufacturer B. snowboard retailer C. Cross-training equipment distributor D. Rock-climbing boot retailer

B. snowboard retailer

Sports marketers have an advantage over all other types of licensors in the international marketplace because A. soccer is so popular. B. sports are universally appealing. C. foreign countries are usually wealthy. D. they already make so much money in the U.S. market.

B. sports are universally appealing.

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 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) A. personal observation B. testimonial C. interview D. sales presentation

B. testimonial

One characteristic of event marketing involves promoting and selling a(n) 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 A. flat rate. B. volume discount. C. free insert. D. preferred position.

B. volume discount.

Wintergreen Ski Area knows that the area will be most successful if it bases its pricing structure on A. costs associated with renovations. B. what the market will bear. C. total cost of the experience. D. inelastic demand for skiing.

B. what the market will bear.

What is a step in the sales presentation process that salespeople should prepare for in advance? 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: A. Dress rehearsal B. Long intermission C. Celebrity appearance D. Sponsor recognition

C. Celebrity appearance

What is a guideline for businesses to follow when creating mailing lists? A. Obtain names from local competitors B. Identify all people in a certain area C. Choose individuals who want the e-mail D. Ask employees for names of relatives

C. Choose individuals who want the e-mail

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: 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? A. Newspapers B. Billboards C. Direct mail D. Yellow pages

C. Direct mail

Which of the following selling options is one that sport/event marketers are most likely to use to reach individual season ticket holders: A. Personal selling B. Product demonstration C. Direct mail D. Distribution outlets

C. Direct mail

Which of the following is a company-focused pricing objective for sport/event products: 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 one of the following computer programs prevents email messages containing the word "free" in the subject header from entering an inbox: A. Queues B. Gophers C. Filters D. Servers

C. Filters

Which of the following is most likely to be visible to search engine spiders: 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: 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: A. Reach B. Frequency C. Impact D. Cost per thousand

C. Impact

What rule of thumb will help event/sport marketers develop a memorable logo? 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: 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: A. Internet advertising B. Airplane banners C. Movable billboard D. Stadium posters

C. Movable billboard

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? A. Complex messaging services (CMS) B. Short messaging services (SMS) C. Multimedia messaging services (MMS) D. Digitized messaging services (DMS)

C. Multimedia messaging services (MMS)

Which pricing strategy sets prices lower than those of the competition? A. Smoothing B. Stretching C. Penetration D. Skimming

C. Penetration

Sarah goes to an exercise class twice a week at a local gym. She takes the class to maintain a healthy lifestyle and to catch up with her friends. What motivates Sarah to attend the exercise class? A. The thrill of competition and social status B. Low membership costs and sport appreciation C. Personal improvement and social facilitation D. The need for recognition and personal values

C. Personal improvement and social facilitation

What do professional sport teams design for use during games that often become promotional tools because fans take them home? A. Posters B. Tickets C. Programs D. Samples

C. Programs

Which of the following usually is a characteristic of the sport/event industry: A. Manages a worldwide media network B. Communicates with a limited audience C. Provides products that are different for each consumer D. Employs only those people who have athletic ability

C. Provides products that are different for each consumer

To attract visitors at times of the year when the demand is typically low, an amusement park charges less money for admission. What pricing strategy does this situation exemplify? A. Scaling the house B. Ticket bundling C. Seasonal pricing D. Price skimming

C. Seasonal pricing

How does a professional sports team earn revenue when it permits games to appear on television? A. Participating in merchandising programs. B. Sponsoring charitable events C. Selling broadcast rights D. Promoting the games on its web site

C. Selling broadcast rights

Which of the following is an example of a business's using e-mail in a timely manner: A. Describing features of expensive products B. Addressing messages to individual customers C. Sending customers a notice of tomorrow's sale D. Targeting groups that subscribe to newsletters

C. Sending customers a notice of tomorrow's sale

Which of the following is an example of online advertising: A. Hosting chat rooms B. Providing information C. Sponsoring a web site D. Giving away gifts

C. Sponsoring a web site

Which of the following are the most important considerations when designing a basketball team's logo: A. Mascot and team size B. Team name and team size C. Team colors and team name D. Location and mascot

C. Team colors and team name

Which of the following is a reason why businesses should regularly monitor their internal records that contain marketing information: A. To compile regulatory data B. To review employment trends C. To analyze product performance D. To prioritize investment goals

C. To analyze product performance

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? 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: A. public transportation B. nearby accommodations C. Traffic D. Parking fees

C. Traffic

Which of the following is an effective design technique that adds a personal touch to a direct-mail piece? A. Stamping "Open Now" in neon pink on the back of the envelope B. Addressing the recipient as Current Resident on the mailing label C. Using a font that looks like handwriting in the envelope's address section D. Placing the return address at the bottom of the envelope

C. Using a font that looks like handwriting in the envelope's address section

Most sport/event products are classified as 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.

The core benefits to customers who purchase sport products include entertainment, health, and A. promotion B. independence C. achievement D. adaptability

C. achievement

When designing an event program for a charity event, it is important to A. include the printing costs on the back cover. B. provide product samples. C. acknowledge the event sponsors. D. offer free admission coupons to other events.

C. acknowledge the event sponsors.

A database of competitor information often contains information about the competitor's 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 A. fitness trainers B. marathon runners. C. auto racing enthusiasts. D. tennis fans.

C. auto racing enthusiasts.

When a business places print advertisements in a magazine that has a specific readership reach, it is basing its buying decisions on the publication's A. motivation B. reputation C. circulation D. participation

C. circulation

To know what websites and advertisements visitors see, sports and event e-marketers would check A. text files B. direct delivery programs C. clickstream data D. internet service providers

C. clickstream data

One of advantage of using e-mail marketing is that it is A. anonymous. B. profit oriented. C. cost effective. D. impersonal.

C. cost effective.

One reason it is important for professional sport/event organizations to develop advance ticket sales plans is because the generated revenue helps organizations to A. increase general admission ticket sales. B. decrease operational costs. C. cover pre-event expenses. D. reduce the risk of ticket scalping activities.

C. cover pre-event expenses.

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

C. discourage counterfeiting activities.

Promoting and selling an intangible product that is immediately consumed and cannot be resold is a unique characteristic of ___________ marketing. A. target B. mass C. event D. direct

C. event

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. A. total B. indirect C. fiscal D. direct

C. fiscal

The purpose of designing an event program that contains space for advertisements is to A. promote the team. B. get more people to buy the program. C. generate more revenue D. pay less money for program printing costs.

C. generate more revenue

One of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have a(n) A. complicated operating system. B. sophisticated computer keyboard. C. high-speed internet connection. D. cloud computing.

C. high-speed internet connection.

A unique characteristic of the sport industry is that it seeks to attract markets that 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

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

C. increased job creation and more consumer spending.

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 A. wants to maintain a healthy lifestyle. B. has a laid-back attitude. C. is very competitive by nature. D. enjoys socializing with teammates.

C. is very competitive by nature.

When planning for a presentation, salespeople should develop scripts to A. impress upper management. B. hand out to audience members. C. jog their memory during a presentation. D. read verbatim so they don't miss main points.

C. jog their memory during a presentation.

Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have A. below-market stock value. B. unallocated resources. C. limited capacity. D. few distribution intermediaries

C. limited capacity.

The cost to a business of radio spots will vary with the 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.

To increase revenue, professional baseball and football teams often sell advertising that appears A. on national television. B. in local magazines. C. on the back of tickets. D. in community newspapers.

C. on the back of tickets.

Team-related factors that affect brand equity include A. schedule, coaches, and reputation. B. tradition, performance, and star athletes. C. performance, coaches, and star athletes. D. star athletes, schedule, and tradition.

C. performance, coaches, and star athletes.

When writing a script for a sales presentation, a salesperson should use language that is A. complex, intricate, and intense. B. conceptual, intellectual, and difficult. C. positive, precise, and pertinent. D. childish, humorous, and spontaneous.

C. positive, precise, and pertinent.

When attending a sporting event, most fans expect that the facility will provide them with a(n) A. learning situation. B. winning experience. C. safety environment. D. ordinary performance.

C. safety environment.

The National Collegiate Athletic Association and the Professional Golfers' Association are examples of A. labor unions B. trade associations C. sanctioning bodies D. professional societies

C. sanctioning bodies

What should a sports or entertainment event do in order to be successful? A. earn maximum profits B. generate favorable press C. satisfy customer wants D. promote popular causes

C. satisfy customer wants

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) 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.

Athletes are often considered to be particularly effective promoting products related to their A. education. B. background. C. sport. D. lifestyle.

C. sport.

Primary research includes collecting data for A. marketers across the industry to use. B. informational purposes only. C. the current research project. D. understanding economic cycles.

C. the current research project.

Sales promotion is a major part of sport/event marketing because A. the most important task in sport/event marketing is ticket sales. B. there aren't very many sport/event customers. C. the industry is so highly competitive. D. the industry can get very boring.

C. the industry is so highly competitive.

The basis for licensing process is A. the fans. B. manufacturing. C. trademarked property. D. sponsorship.

C. trademarked property.

One of the features of sports events such as football games is that they are A. impulsive. B. consistent. C. unpredictable. D. tangible.

C. unpredictable.

An important factor in determining rates for outdoor advertising is its A. short life. B. ease of replacement. C. visibility. D. artistic appeal

C. visibility.

A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, calculate the cost per thousand (CPM). A. 50 B. 5 C. 25 D. 2.5

D. 2.5

An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was the cost per GRP? A. 975.5 B. 585.5 C. 712.5 D. 487.5

D. 487.5

What mailing technique do businesses often use if they do not have mailing-list software? 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: 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? 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? 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? 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? 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? 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.

What is the advantage to a business of placing signage on the outfield stadium wall during a televised professional baseball game? A. Ensures higher sales B. Lowers promotional expenses C. Provides free publicity D. Increases brand awareness

D. Increases brand awareness

Which of the following is a characteristic of most online banner advertisements: A. Productive B. Restrictive C. Selective D. Interactive

D. Interactive

Which of the following is a tangible benefit of purchasing a surfboard: 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.

Which of the following marketing activities involves responsibility for a sport organization's licensing activities: A. Community relations B. Public relations C. Sales D. Merchandising

D. Merchandising

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: 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

What is an example of a secondary source of data that a sport/event marketer can obtain internally? A. Magazine article B. Trade journal C. Government website D. Sales report

D. Sales report

What is the first thing you should understand when setting out to develop "out-of-the-box" sales promotion ideas for your game/event? A. You need a certain amount of experience to do so. B. There is no way to be prepared for inspiration. C. You need a certain amount of education to do so. D. There is no particular source or technique.

D. There is no particular source or technique.

Which of the following statements regarding direct-mail marketing campaigns is true: 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 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 NASCAR fans list the sponsors featured on their favorite driver's car or clothing, they are demonstrating A. ambush marketing. B. sponsorship clutter. C. public service. D. brand recognition.

D. brand recognition.

Which of the following internal records might a business use to analyze information regarding customer satisfaction levels: A. expense reports B. debit receipts C. credit reports D. comment cards

D. comment cards

When customizing a presentation, the salesperson determines a prospect's needs by developing a A. business proposition. B. professional outline. C. sales quota. D. customer profile.

D. customer profile.

What type of marketing information might a business obtain by monitoring sales invoices? A. service tactics B. profit margin C. sales territory D. customer profiles

D. customer profiles

In precall planning, the salesperson focuses on learning more about the A. business. B. territory. C. product. D. customer.

D. customer.

Which of the following is a secondary source of sport/event information A. personal interviews B. computerized surveys C. accounting records D. demographic reports

D. demographic reports

An important part of target marketing in the sports and entertainment industry involves appealing to potential customers who have A. past experience B. athletic ability C. leisure time D. disposable income

D. disposable income

Which of the following is an example of marketing the sport event: A. holding a race for a charitable organization B. selling food products to a concession stand C. delivering exercise bikes to retailers D. distributing information about a NASCAR race

D. distributing information about a NASCAR race

The ultimate purpose of branding in sport/event marketing is to A. identify the retailer. B. create awareness. C. obtain a sponsor. D. encourage sales.

D. encourage sales.

If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) ____________ sponsor. 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 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 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 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

Which of the following might a sport/event organization search to obtain marketing information A. foundations B. media C. newsletters D. internet

D. internet

A lottery system is an equitable way of selling tickets to school alumni when the demand for college football tickets 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.

Sport/event industries often use the electronic media to 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 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. 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? 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 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 A. gender B. demographics C. geographics D. psychographics

D. psychographics

A business places a matrix on a promotional sign that potential customers can scan with their smartphones. After scanning the matrix, potential customers have digital "coupons" in their smartphones, which they use to obtain discounted products at the point of purchase. This form of mobile advertising involves the use of A. cable-network tags B. reverse-messaging features. C. reciept-verification applications. D. quick-response codes.

D. quick-response codes.

Businesses that buy broadcast advertising time often ask for information about the _______ before purchasing the time. A. qualifications of management B. ownership of the stations C. popularity of newscasters D. ratings for certain shows

D. ratings for certain shows

Mark enjoys taking his family to professional baseball games because of the memories he has of his dad taking him to games when he was a young boy. What factor motivates Mark to attend these sports events with his family? A. cultural norms and values B. class and gender relations C. popular athletes D. significant others

D. significant others

One type of sport/event marketing information is information that is obtained from A. managers B. referees C. coaches D. spectators

D. spectators

Which of the following help create the excitement and enthusiasm that make the games what they are: A. team owners B. coaches C. trainers D. spectators

D. spectators

A baseball game broadcast on the radio is an example of A. a nonsport B. owned-goods service C. a sporting good. D. sport media.

D. sport media.

A vital promotional technique for entertainment marketing is the use of A. distribution. B. vertical integration. C. broadcast webs. D. trailers.

D. trailers.

A business that asks customers to forward an e-mail to their friends or associates is engaged in A. suggestion selling. B. direct advertising. C. image building. D. viral marketing.

D. viral marketing.

The promoters of an extreme-sports weekend would most likely target which of the following A. professional athletes B. older men, ages 40-50 C. business executives D. young men, ages 12-34

D. young men, ages 12-34