sports management Exam 2
A strategy used by a company to distinguish its products or services from those of its competitors is called a. guerilla marketing b. positioning c. crowdsourcing d. product enhancing
b. positioning
Art-house movies a. are distributed nationally to thousands of theaters b. typically have relatively low distribution costs c. are designed for mass appeal d. all of the above
b. typically have relatively low distribution costs
All of the following are examples of product extensions except a. guarantees b. upgraded materials c. warranties d. product information CDs
b. upgraded materials
Which of the following is an example of prestige pricing? a. charging wealthy customers higher prices than other customers b. charging high prices for status products c. selling a football jersey for $9.99 d. negotiating prices at a swap meet
b. charging high prices for status products
The downside of the business cycle, when the economy slows down and unemployment goes up, is called a. peak b. contraction c. inflation d. expansion
b. contraction
Examples of trade sales promotions include all of the following except a. point-of-purchase displays b. coupons c. a trade contest d. a trade allowance
b. coupons
Public Relations (PR) focuses on a. developing advertisements b. creating a positive image c. writing newsworthy articles d. providing discounts
b. creating a positive image
Markup on merchandise a. is always 10% of the amount that the company pays for the merchandise b. must be sufficient to cover operating expenses and allow for a profit c. is the amount of profit that a company wants to earn d. is not affected by operating expenses
b. must be sufficient to cover operating expenses and allow for a profit
Polo and Chaps, which are Ralph Lauren brands, are examples of a. promotional pricing b. price lines c. prestige pricing d. psychological pricing
b. price lines
A(n) __________ is an example of a product enhancement for a new automobile. a. all of the above b. 10,000-mile warranty c. GPS navigation system d. AM/FM radio
GPS navigation system
Which of the following is an example of psychological pricing? a. using bait-and-switch pricing tactics b. pricing merchandise at $49.99 instead of $50 c. charging wealthy customers higher prices than other customers d. charging high prices for status products
b. pricing merchandise at $49.99 instead of $50
When a sports figure has received bad publicity, the __________ is responsible for maintaining relations with the public and news media. a. team's media department b. publicist c. player d. team owner
b. publicist
The law of supply and demand a. results in higher prices due to lower demand b. results in higher prices due to higher demand c. results in higher prices due to a large available supply d. results in lower prices due to higher demand
b. results in higher prices due to higher demand
Television transmission of sporting events is a. difficult because there is no existing fan base b. set in an existing venue c. not attractive to TV networks d. illegal
b. set in an existing venue
A grass-roots effort occurs when an unknown person or event is propelled into the spotlight by a. the media b. the fans c. an Internet campaign d. the individual being recognized
b. the fans
During the expansion phase of the business cycle a. there is decreased competition b. there is increased consumer demand c. there is growing unemployment d. there is less discretionary income
b. there is increased consumer demand
Recent research indicates that successful salespeople should offer consumers no more than __________ reasons to buy. a. two b. three c. five d. four
b. three
Which of the following is not a goal of the NCAA? a. to advance academics b. to provide financial rewards to athletes c. to enhance communities d. to develop life skills
b. to provide financial rewards to athletes
Check My Work Television became a major distribution channel for sports and entertainment by a. 1930 b. 1920 c. 1950 d. 1940
c. 1950
Companies sponsor an event a. to enhance their image b. to increase sales and profits c. to enter new markets or a niche market d. all of the above
d. all of the above
Participation in recreational sports a. is directly related to household income b. depends upon the public facilities provided c. can be expensive d. all of the above
d. all of the above
Producers of sports and entertainment events a. are willing to invest their time, money, and materials in order to make a profit b. have limited resources for their productions c. want to earn a profit d. all of the above
d. all of the above
Radio a. has a unique place in the minds and hearts of sports fans and music lovers b. requires inexpensive equipment and is readily available c. is an audio media form of communication d. all of the above
d. all of the above
Valid reasons for price discrimination could include a. differences in distribution costs to different locations b. changing market conditions c. volume of sales d. all of the above
d. all of the above
The NCAA a. regulates college athletics b. dictates the dollar limits that colleges can pay coaches c. can put teams on probation d. both a and c
d. both a and c
Which of the following is not a socio-culture issue? a. customer lifestyles b. customer attitudes c. customer opinions d. government influence
d. government influence
The channel members involved in making a product or service available are called a. producers b. manufacturers c. marketing researchers d. intermediaries
d. intermediaries
Sales level off or slow down during which stage of the product life cycle? a. growth stage b. introduction stage c. decline stage d. maturity stage
d. maturity stage
Online advertising content created by a company that has the appearance of non-ad content is called a. publicity b. a cast commercial c. viral advertising d. native advertising
d. native advertising
For a live sporting event, which of the following is the responsibility of the event facility? a. arrange for promotion b. transmit the event c. hire security d. provide for concessions
d. provide for concessions
All of the following are examples of sales promotions except a. free samples of a product b. coupons c. giveaways d. warranties
d. warranties
The bottom line for college sports is a. high graduation rates b. strong ethics c. profit d. winning
d. winning
According to the FTC regulations, an endorser must a. not make any deceptive or misleading statements b. have real experience with the product c. express truthful opinions about the product d. all of the above
d. all of the above
Channels of distribution members could include a. event promoters b. facilities c. media d. all of the above
d. all of the above
Public image a. is created by public relations b. influences fans' choices of favorite teams and athletes c. is important to celebrities d. all of the above
d. all of the above
Publicity is different from advertising because it a. can be positive or negative b. is free c. cannot be controlled by the business or event d. all of the above
d. all of the above
Sponsorships are used to a. increase sales and profits b. enhance a company's image c. introduce new products d. all of the above
d. all of the above
The major goal of promotion is to a. increase sales b. educate potential customers c. maintain customer loyalty d. all of the above
d. all of the above
Which of the following practices is restricted by law? a. price fixing b. bait and switch c. price discrimination d. all of the above
d. all of the above
Four components of an effective advertisement are a. personal selling, publicity, sales promotions, special offers b. creativity, reach, frequency, media c. sports figures, Internet, newspapers, magazines d. attraction, interest, desire, action
d. attraction, interest, desire, action
At the point where supply of the product is the same as demand a. the market for the item is said to be in equilibrium b. the price is set at its optimum point c. inflation will occur d. both a and b
d. both a and b
A promotional plan a. details the production staff needed b. determines the cost of a product c. determines the amount of profit d. details the promotional mix
d. details the promotional mix
A(n) __________ policy allows consumers to negotiate prices. a. one-price b. promotional pricing c. psychological pricing d. flexible pricing
d. flexible pricing
The main goal of promotion is a. community outreach b. gaining new fans c. public image d. increasing sales
d. increasing sales
Which of the following is not considered one of the "big four" annual entertainment award shows? a. Tonys b. Screen Actors Guild Awards c. Emmys d. Grammys
b. Screen Actors Guild Awards
The estimated total potential audience is the a. reach b. gross rating points c. frequency d. cost-per-thousand
b. gross rating points
All of the following are examples of promotional pricing except a. 100% markup on new merchandise b. Buy-one-get-the-second-item-half-price sale c. no interest for 12 months d. 50-percent-off sale
100% markup on new merchandise
The first stage of brand recognition is a. preference b. nonrecognition c. insistence d. rejection
b. nonrecognition
Which of the following is not true about women's professional sports? a. Professional women's sports present a lucrative career opportunity for creative marketers. b. The U.S. Women's Soccer Team win in the World Cup Soccer Championship in 1991 made big headlines in the sports pages. c. Women's professional sports are becoming more popular. d. Salaries for males and females in professional sports are not comparable.
The U.S. Women's Soccer Team win in the World Cup Soccer Championship in 1991 made big headlines in the sports pages.
Advertising is not a. distributed through many forms of media b. delivered by a consumer to the product maker or seller c. a paid form of communication d. used to catch the audience's attention
b. delivered by a consumer to the product maker or seller
The first step in determining the price for goods and services is to a. determine the cost of the product or service b. establish price objectives c. estimate consumer demand for the product or service d. study the competition
b. establish price objectives
The marketing mix and distribution of professional sports games is controlled by a. a league agreement b. the major TV networks c. the NCAA d. major advertisers
a. a league agreement
Antitrust laws have been enacted to a. avoid monopolies b. allow one or two businesses to control the entire market c. discourage competition d. allow government to control businesses
a. avoid monopolies
A group of TV channels sold as a package for one monthly price is called a a. cable bundle b. cafeteria-style plan c. subscription service d. pay-as-you-go bundle
a. cable bundle
U.S. football is well suited for being broadcast on television because a. each football play lasts for a short period of time b. there are several time outs during the game c. it has continuous activity d. each football play lasts for a long period of time
a. each football play lasts for a short period of time
The give-and-take between an event, the sponsors, and the fans is called a(n) a. exchange b. equilibrium point c. sponsorship d. event triangle
a. exchange
Interactions with customers through festivals, tours, or licensed merchandise to retain satisfied customers are known as a. experiential activations b. crowdsourcing c. trade shows d. social networking
a. experiential activations
The first step for developing a promotional plan is to a. identify the target customers b. develop a promotional budget c. set promotional goals d. select the promotional mix
a. identify the target customers
Advertising a. informs consumers about new products and services, allowing them to make comparisons among the alternatives b. plays a minor role in a free-enterprise system c. discourages competition d. discourages innovation
a. informs consumers about new products and services, allowing them to make comparisons among the alternatives
During a recession there is a. less discretionary income b. very little unemployment c. increased consumer demand d. increased competition
a. less discretionary income
The __________ is the highest point of growth in the economy. a. peak b. inflation c. shoulder d. recession
a. peak
A quantitative measurement a. provides information in terms of numbers or percentages b. is subjective and depends on interpretation c. might assess the loyalty of consumers to a brand name based on descriptions of consumers' reactions to a promotion d. both b and c
a. provides information in terms of numbers or percentages
Entertainment awards are an important form of a. publicity b. information management c. product/service planning d. distribution
a. publicity
__________ are physical features that can be seen and felt. a. Tangible parts b. Product extensions c. Intangible parts d. Product enhancements
a. tangible parts
A __________ is the legal protection of words and symbols used by a company. a. trademark b. license c. copyright d. brand
a. trademark
Emmys honor and promote the best a. TV shows b. plays c. movies d. music
a. TV shows
The term "knockoff" can be used to describe a. a pirated, illegal copy b. a form of entertainment c. a boxing match d. none of the above
a. a pirated, illegal copy
Which of the following strategies is not appropriate during the decline stage of the product? a. drop the product b. implement a skimming price strategy c. discount the price of the merchandise d. sell the product or license to another company
a. drop the product
Selecting the promotional mix a. should not take place until the promotional goals are set b. precedes the development of the promotional budget c. is the third step in promotional planning d. both b and c
a. should not take place until the promotional goals are set
Personal selling involves a. the disbursement of product knowledge b. a scripted telephone conversion c. only transactions between businesses d. online sales
a. the disbursement of product knowledge
__________ is positive feelings about a business. a. Sales promotion b. Goodwill c. Public image d. Publicity
b. Goodwill
A product line can include similar products a. in different quality categories b. in different flavors c. in different packaging d. all of the above
d. all of the above
Which of the following is not true about endorsements? a. Endorsements must include truthful opinions and beliefs of the endorser. b. Endorsements may not contain any deceptive or misleading statements. c. If the product changes in any way, the endorser can still be a spokesperson even if he/she does not use the new product. d. The endorser must use the product he/she endorses.
c. If the product changes in any way, the endorser can still be a spokesperson even if he/she does not use the new product.
Live entertainment performances a. do not require special venues b. are inexpensive to produce c. are the most appealing form of entertainment d. generate a large amount of revenue
c. are the most appealing form of entertainment
New technologies that change existing forms of communication channels are called a. jailbreak networks b. large area networks c. disruptive technologies d. smart technologies
c. disruptive technologies
Which of the following is not a stage of brand recognition? a. rejection b. preference c. introduction d. recognition
c. introduction
"Pay what you can" has become an important new model for the distribution of a. Broadway theater b. sporting events c. music d. literature
c. music
Brief ads that give you a preview of the real ads in order to build up excitement are called a. stealth marketing b. sales promotions c. pre-ads d. viral ads
c. pre-ads
This occurs when an individual or business provides products, services, or financial support for a sports team or an event. a. distribution b. project management c. sponsorship d. endorsement
c. sponsorship
Who controls the final selection of businesses approved as sponsors? a. the ticket broker b. the booking agent c. the venue d. the advertisers
c. the venue
Which of the following is a true statement regarding technology? a. It gives customers more control of distribution of entertainment. b. It always increases the cost of distribution. c. It makes distribution more difficult. d. None of the above are true.
c. It makes distribution more difficult.
When consumers value a brand to the extent that they reject other brands even when the preferred brand is unavailable, which level of brand recognition has been reached? a. nonrecognition b. rejection c. insistence d. preference
c. insistence
Check My Work In an exchange, the sponsor a. pays for the fans' tickets b. provides all hospitality for fans c. pays the event for access to fans d. cannot use a logo
c. pays the event for access to fans
Clothing designer Ralph Lauren wants his merchandise to be sold only in upscale department stores. This strategy is part of a. skimming the market b. regionalizing the product c. positioning the brand d. penetrating the market
c. positioning the brand
During the decline stage of the product life cycle, all of the following are options except a. recommitting b. discounting c. raising prices d. regionalizing
c. raising prices
The location of a pro sports team is determined by a. the fans b. the FCC c. the league d. the NCAA
c. the league
which of the following is not a component of the product mix a product line b packaging c brand d distribution channels
d distribution channels
Which of the following is an example of a trade sales promotion? a. special gifts b. temporary price reductions c. a price-pack deal d. a point-of-purchase display
d. a point-of-purchase display
A knowledgeable seller a. demonstrates the product b. tells stories about personal experiences with the product c. makes comparisons with a similar product d. all of the above
d. all of the above
