Sports Marketing Concept Check 10

Which event is generally credited as the catalyst for the emergence of sport sponsorships? A. Michael Jordan's contract with Nike (WRONG) B. a ban on tobacco advertising C. the launch of ESPN (WRONG) D. the advent of Monday Night Football

B. a ban on tobacco advertising

Which of these is an example of benefit selling? A. high-pressure telemarketing tactics B. flex-plan ticket books C. dynamic ticket pricing D. using a star athlete in promotional materials

B. flex-plan ticket books

Which of these is not a common objective of sport sponsorships? A. showcase community engagement B. improve employee safety C. raise brand awareness D. stimulate sales

B. improve employee safety

A brand's creation of products, services, and promotions based on the recurrent patterns of attitudes and activities displayed by a particular group, population, or demographic is called _________. A. sponsorship clutter B. lifestyle marketing C. ambush marketing D. activation

B. lifestyle marketing

Which of these is a good example of benefit selling? A. Consumers are offered flex book ticket plans. B. A sales representative contacts prospects via telephone. C. Consumers are so satisfied with purchases that they recommend the product to others. D. Consumers are reached by direct mail.

A. Consumers are offered flex book ticket plans

Which of these is not a reason for the explosive growth of sport sponsorships over the last four decades? A. continued decrease in the cost of sport sponsorships B. shift in marketing spends by tobacco and alcohol manufacturers C. commercial success of the 1984 Los Angeles Olympic Games D. lower cost and increased exposure compared with traditional advertising

A. continued decrease in the cost of sport sponsorships

Full-menu selling refers to sport organizations that ___________. A. have a variety of products to sell, meeting different types of consumer needs B. utilize all employees to sell products, rather than just the sales department C. ensure their venues have a wide selection of concession options for fans D. develop many selling points on their team website or social media accounts

A. have a variety of products to sell, meeting different types of consumer needs

Direct mail is less effective as a sales technique when ___________. A. one generic piece is distributed to a mass audience B. it is targeted C. it includes offers such as discounts, coupons, and premium items to add perceived value D. the sport organization spends valuable time measuring and testing its effectiveness

A. one generic piece is distributed to a mass audience

Which of these is not an advantage gained through sponsorship cross-promotion? A. allows the promotion of multiple product lines under the same sponsorship agreement B. provides community relations benefits C. enables smaller brands to leverage the strength of a bigger brand D. allows cost-sharing

B. provides community relations benefits

For most sport teams, the sales generation process starts with ___________. A. a winning team B. telemarketing C. database marketing D. advertising

C. database marketing

What sort of benefit is the sponsor of Barclay's Center in Brooklyn, New York, acquiring? A. gaining hospitality B. building goodwill C. gaining naming rights D. achieving sales objectives

C. gaining naming rights

When a corporate partner uses hospitality benefits to reward their own personnel, it is called ____________. A. goodwill B. activation C. internal marketing D. lifestyle marketing

C. internal marketing

Which of these is not a result of the emphasis on CLV (customer lifetime value) among sport organizations? A. introducing more ticket holder rewards programs B. referring to "season ticket holders" as "members" C. more frequent price discounting of tickets D. the hiring of more retention and service personnel

C. more frequent price discounting of tickets

Which of these terms is defined as the acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association? A. positioning B. activation C. sponsorship D. marketing

C. sponsorship

Which of these is not one of the key symbiotic elements that feed off each other to create conditions that attract fans to sports venues? A. sponsors B. media C. technology D. fans

C. technology

Which of these is not a reason that athlete endorsement is an effective form of sponsorship? A. Athletes can reach a large audience through social media platforms. B. Athletes have multiple interests outside of sport. C. Athletes can help reach a specific target market. D. There is very little risk associated with athlete endorsers.

D. There is very little risk associated with athlete endorsers.

The concept of exclusivity in sport sponsorships primarily meets which sponsor objective. A. goodwill B. market segmentation C. internal marketing D. competitive advantage

D. competitive advantage

Which of these is designed to identify the prospects most likely to buy? A. social media B. frequency escalator C. personal selling D. lead scoring

D. lead scoring

Sponsorship agreements within the sport industry commonly refer to the team, event, or sport organization as the ___________. A. brand B. rights holder C. agency D. property

D. property

What is the process of moving goods and services from the product producers into the hands of those who will benefit most from their use? A. marketing B. needs assessment C. positioning D. sales

D. sales

A company enters into a naming rights sponsorship agreement with a sport property because the property has its games televised. What benefit is the company seeking? A. to alter or reinforce public perception of the company B. to involve the company in the community C. to identify the company with the particular market segments D. to generate media benefits

D. to generate media benefits

In what sort of pricing strategy does the team apply different price scales based on factors such as opponent, event, time of season, or day of week before tickets go on sale? A. premium pricing B. dynamic pricing C. elastic pricing D. variable pricing

D. variable pricing

When sport organizations employ a variety of pricing strategies from time to time to ensure that tickets can be purchased by the broadest range of potential buyers while maximizing revenues, the practice is called ___________. A. benefit selling B. consumer surplus C. full menu pricing D. yield management

D. yield management

True or False: Selling over the phone is no longer a common practice among sport ticket sales teams.

False

True or False: The secondary ticket market has had little impact on the way sport teams sell tickets.

False

True or False: When entering into partnerships with sport organizations, nearly all corporate sponsors have the same business objectives.

False

True or False: Consumer satisfaction = benefits - costs.

True

True or False: Cost relates not only to overall cost but also to such aspects as payment options and value received for the purchase price.

True

True or False: One drawback of lowering a price is that it cheapens the value of the product.

True

True or False: When sponsors enter into partnerships with sport organizations, they must realize that additional activation spending will be required to leverage the sponsorship effectively.

True