Sponsorship/Customers

A formal contract is the preferred form of written agreement between a sponsor and a sport/event entity because it

Is legally binding

How does solving difficult-customer situations benefit your company?

It will generate repeat business

Stacey works at a fancy gift shop. Many of the items in the shop are expensive collectibles, and Stacey is very knowledgeable about them. Today, a man comes in looking for a gift for his wife. Stacey offers to help, but he just grunts at her and turns his back. Stacy's customer is

Leave-me-alone

Which of the following is the best way to handle superior customers: A. Never press for sales or decisions B. Don't jump to quick conclusions C. Let them have their say D. Explain and demonstrate good service as many times as you need to

Let them have their say

If the terms of the sponsorship proposal are not acceptable, a business may try to __________ with the sport/event entity.

Negotiate

Which of the following is the best way to handle leave-me-alone customers: A. Agree first on common points B. Ask simple, polite questions with options C. Don't jump to quick conclusions D. Never press for sales or decisions

Never press for sales or decisions

Sponsorships opportunities are only available to large businesses in major cities

No, opportunities exist everywhere and in all sizes

Which of the following is an example of ambush marketing? A. Paying a fee to be a sponsor B. Donating goods in exchange for sponsorship privileges C. Donating Services in exchange for sponsorship privileges D. Non-sponsoring business broadcasting commercials during an event

Non-sponsoring business broadcasting commercials during an event

The relationship between a sponsor and a sport/event entity is often described as a

Partnership

Why is sport/event sponsorship one of the fastest growing promotional activities today?

People are receptive to companies that sponsor their team/event.

How is sponsorship success measured?

Return on investment

Guilt by association, a striking team, and a team having a losing season are an examples of sponsorship

Risks

Which of the following is the best way to handle impatient customers? A. Explain and demonstrate good service as many times as you need to B. Agree first on common points C. Never press for sales or decisions D. Serve them nonemotionally

Agree first on common points

Eva works at a hotel registration desk. When a customer was checking in tonight, Eva reminded him that checkout time would be 11:00 a.m. "No, it's not!" he exclaimed. "It's always at 11:30!" Eva's customer is a(n) __________ customer.

Argumentative

Which of the following is the best way to handle argumentative customers: A. Ask simple, polite questions with options B. Never press for sales or decisions C. Explain and demonstrate good service as many times as you need to D. Mirror their behavior

Ask simple, polite questions with options

Which of the following is the best way to handle irritable customers? A. Let them have their say B. Be consistent in your positive behavior C. Explain and demonstrate good service as many times as you need to D. Ask simple polite questions with options

Be consistent in your positive behavior

What do sponsors want to accomplish by putting their company logos on NASCAR automobiles?

Brand recognition

What must smaller businesses have in order to compete with larger businesses for a sponsorship opportunity?

Budget

Ellen works at a golf course. During the summer, she drives a golf cart around the course, selling cold drinks and snacks to the golfers. It's a beautiful day, and the course is especially crowded. Ellen offers one golfer a cold drink, and she replies "Well, I guess I'll have time, since the play is so slow. It's not very fun to have to wait so long between holes. Who is running this course? You always set your tee times way too close together!" Ellen's customer is

Complaining

Randy works at a batting cage. Today a customer came to him to complain that the machine did not give as many pitches as she paid for and to demand a refund. Randy checked out the machine and didn't find anything wrong with it. He had a feeling that the customer was just trying to practice for free but didn't have any proof. Randy's customer is a(n) __________ customer.

Dishonest

Which of the following is the best way to handle dishonest customers: A. Explain and demonstrate good service as many times as you need to B. Never press for sales or decisions C. Don't jump to quick conclusions D. Mirror their behavior

Don't jump to quick conclusions

Which of the following would NOT be a business's sponsorship goal? A. Increasing Sales B. Encouraging competition C. Gaining new customers D. Keeping existing customers

Encouraging Competition

If Coca-Cola is the only soft-drink sponsor of your favorite team. Coca-Cola is considered an _________ sponsor.

Exclusive

Which of the following is the best way to handle suspicious customers? A. Ask simple, polite questions with options B. Serve them nonemotionally C. Help them along by not overwhelming them D. Explain and demonstrate good service as many times as you need to

Explain and demonstrate as many times as you need to

When a sponsor gives away logo hats, T-shirts, pennants, and other specialty advertising products during a sponsored event, the sponsor is

Exploiting the sponsorship

Which of the following is the best way to handle slow customers? A. Don't jump to quick conclusions B. Let them have their say C. Serve them nonemotionally D. Help them along by not overwhelming them

Help them along by not overwhelming them

Rich works the cash register at a retail store. The store is unusually busy today, and Rich's line has grown long. A woman at the back of the line remarks loudly, "This is absolutely ridiculous!" Rich's customer is

Impatient

Information about sponsorship, cost, marketing opportunities , and audience demographics are examples of information

Included in a sponsorship proposal

Darcie is a lifeguard at the local beach. Sometimes, she has to blow her whistle to signal to swimmers that they have gone out too far. Today, one of the risky swimmers runs up to her and shouts. "I wasn't out too far! You must be blind!" This is an example a(n) _______ customer.

Insulting

Jonathan works in his small town's only video store. He is on a first-name basis with most of the customers who come in. Cheryl is a difficult customer. Sometimes she's really friendly, and other times she snaps at Jonathan. She is a(n) __________ customer

Irritable

Jill works behind the counter at a fast-food restaurant. The restaurant prides itself on great food and quick service. Right now, a man is staring up at the menu trying to decide what he wants to order, and a line is quickly forming behind him. Jill asks, "May I take your order?" but he remains silent. This customer is

Slow

Who benefits from an effective sport/event entity sponsorship?

Sponsor sport event entity and fans

When too many sponsors are involved with an event, fans may tune out all advertising as a result of all the

Sponsorship clutter

An athlete, a team, or a league are examples of

Sport entities

Carrie has a summer job cleaning and maintaining backyard pools. Her boss thinks she does a great job. Today, she has a new client. For a while, he was watching her from the porch, and then he came out and stood just a few feet away from her. "Don't do it that way," he instructed. "You're using too much chlorine. Should I just measure it out for you?" Carrie's customer is

Superior

Mitch works at the layaway counter in a retail store. The store's layaway policy is clearly posted on a sign over the counter, but sometimes customers just don't "get it." Today, a woman asked about 15 questions to make sure she understood the policy correctly. She was a ______ customer.

Suspicious

What factor should receive the most attention when choosing a sport/event entity to represent the business?

The interests of the business's target market

Why do small, local businesses typically sponsor local or regional teams and events rather than national or international events?

They want to reach the people who buy there products

How does solving difficult-customer situations benefit you personally?

You gain valuable communication skills

Proper exploitation of sport/event sponsorships encourages

people to buy products