SEM 1 UNIT 1 Sports & Entertainment Marketing

13. 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

15. 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

18. 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

19. 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

32. 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

33. 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

34. 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

39. 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

55. Making the customer feel important and in charge is a good way to handle which type of difficult customer? A. domineering/superior B. disagreeable C. slow/methodical D. suspicious

A

56. A good way for salespersons to prevent customer complaints is by A. accurately determining each customer's needs B. show customers high-priced products C. pressuring customers to buy quality products D. asking the customer a lot of personal questions

A

57. The action taken by the salesperson in handling customer complaints should be based on the A. solutions available within the business's policies B. customer's attitude toward the salesperson C. amount of time required to solve the problem D. salesperson's opinion of the customer

A

59. Customers who seem to disagree, question, or look for error in almost everything and everybody are __________ customers. A. argumentative B. domineering C. insulting D. dishonest

A

61. When taking an incoming telephone order, an effective way to make sure the order is correct is to 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

65. 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

10. One characteristic of event marketing involves promoting and selling a(n) A. tangible product B. unique experience C. nonperishable item D. physical appeal

B

20. 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

24. 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

25. 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

29. 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

3. 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

35. 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

37. 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

41. 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

42. 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

43. 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

44. 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

46. 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

47. 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.

B

48. 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

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

B

50. 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

53. I'd like to have that in writing before I give you my money, best describes the ________ customer. A. dishonest B. suspicious C. disagreeable D. slow/methodical

B

54. The hostess received Mrs. Jones's reservation request for eight people very pleasantly, but she also stated, "The restaurant will only provide one check for parties of eight or more." Mrs. Jones was dissatisfied with this answer. The major area of this customer's complaint concerns the restaurant's A. prices B. policy C. product D. personnel

B

60. What is often one of the first steps in processing an incoming telephone order? A. Exploring pricing policy B. Obtaining customer's name C. Describing each item D. Checking for availability

B

63. Businesses whose employees regularly make mistakes while taking telephone orders are likely to A. stop the service. B. lose customers. C. increase prices. D. computerize the system.

B

68. Which of the following is a characteristic of an effective sport/event logo: A. Remote B. Timeless C. Practical D. Ambiguous

B

9. 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

1. 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

11. 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

12. 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

17. 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

2. 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

21. 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

23. 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

26. 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

28. 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

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

C

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

C

38. 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

4. 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

40. 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

5. 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

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

C

62. When a telephone customer's order includes detailed information concerning the order, the salesperson should A. refer the customer to the manager. B. remember what the customer is saying. C. write down the information. D. tell the customer to order in person.

C

64. 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

66. 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

67. 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

14. 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

16. 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

22. 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

27. 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

31. 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

45. 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

51. 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

52. What should you do to determine whether a customer's complaint is justified? A. ask a supervisor B. restate the complaint C. take immediate action D. investigate the problem

D

58. I think I'll wait until Saturday to buy this DVD, is a statement that best characterizes the _______ customer. A. disagreeable B. domineering/superior C. dishonest D. slow/methodical

D

7. 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

8. 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