Final Sports Marketing
_________________ is the ability of a consumer to name the brand's existence when its product category is mentioned.
Brand awareness
A larger percentage of sports fans typically watch YouTube content while simultaneously watching a sporting event than the percentage who seek content before or after the event. Select one: True False
False
A successful sport organization employs the same sales approaches to all its customers and potential customers. Select one: True False
False
Although the success of a team, head coach, or its star players is highly visible to consumers, it has limited influence on brand equity. Select one: True False
False
An important objective of price promotion in sports may be to entice consumers to attend a particular game rather than another game that season. Select one: True False
False
Effective marketers may lack control over some elements of the marketing mix but can mitigate those effects by exerting greater control over other elements. Select one: True False
False
One good social media strategy is to use the same content on as many platforms as possible. Select one: True False
False
Patents protect original works of authorship. Select one: True False
False
Teams have far less control over the message that comes from public relations efforts than from those created by paid media. Select one: True False
True
Internet and digital technologies have cut out which element of standard product channels? a.consumers b.wholesalers c.retailers d.manufacturers
b.wholesalers
Which social media platform averages the greatest engagement levels? a.Twitter b.TikTok c.Facebook d.Instagram
d.Instagram
Which of these is not one of the major ways sport marketers can have success with Facebook? a.Provide exclusive content. b.Send open invitations to fans. c.Communicate with followers on a consistent basis. d.Limit interactions with players and coaches.
d.Limit interactions with players and coaches.
What is the currency of social media? a.money b.shock value c.time d.attention
d.attention
The term __________________ management refers to the pricing and packaging of tickets to ensure the highest revenue on the sale of the product.
yield
According to the authors, in an effort to offer more in-venue social spaces, many sport stadia will reduce the number of physical seats in their buildings in the coming years. Select one: True False
True
Many newer sport venues are trending toward establishing sponsored and branded spaces or entitlement zones within the facility. Select one: True False
True
One primary advantage of using digital and social media as advertising mediums for sport organizations is that communications are evergreen. Select one: True False
True
For any public relations professional, what is the key first step in effectively managing a crisis? a.Have a plan. b.Call a press conference. c.Be careful not to offer any public opinion on the crisis. d.Write a press release.
a.Have a plan.
What would be an effective way to measure consumer brand associations? a.Determine how many people watch the team's television broadcasts. b.Ask fans how many of the sport brand's licensed products they've purchased. c.Ask fans which words or characteristics they associate with the sport brand. d.Survey fans using a fan identification scale.
c.Ask fans which words or characteristics they associate with the sport brand.
What is the first step when developing a personal brand via social media? a.Examine what others are doing. b.Build a brand kit. c.Conduct a personal online audit. d.Be positive and consistent.
c.Conduct a personal online audit.
What term describes a word, name, symbol, or device used by a person, generally a manufacturer or merchant, to identify and distinguish its goods from those manufactured and sold by others and to indicate the source of the goods? a.patent b.registered mark c.trademark d.copyright
c.trademark
Which of these has had a major impact on the growth of retail for licensed products among sport organizations? a.secondary market b.product-place matrix c.use of analytics d.place ensemble
c.use of analytics
When a successful sport public relations professional believes her sport organization has an athlete with a great story to publicize, which of these is not a common next step? a.decide which outlets to pitch the story idea b.try to manage the tone and message of the story c.write or produce the story herself, then sell it to a media outlet d.provide media training and talking points to the athlete prior to any interviews
c.write or produce the story herself, then sell it to a media outlet
Michael Jordan's Steak House or Jeff Gordon Wines are examples of __________. a.brand associations b.line extensions c.brand awareness d.brand extensions
d.brand extensions
In sport marketing terms, which of these is not an element of the place ensemble? a.experiences b.artifacts c.aesthetics d.ticket prices
d.ticket prices
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 identify the company with the particular market segments b.to involve the company in the community c.to alter or reinforce public perception of the company d.to generate media benefits
d.to generate media benefits
_________________ occurs when a company capitalizes on the goodwill of an event by using tactics to imply an official association with that sport event.
Ambush marketing
According to the authors, it is expected that all major North American sport leagues will likely move all of their content exclusively to streaming channels during the next round of television media rights negotiations. Select one: True False
False
Copyright law is only enforceable if the author of a work has registered it with the U.S. Copyright Office. Select one: True False
False
Effective sport marketers do not waste time considering future trends and instead devote all their efforts addressing the current marketplace. Select one: True False
False
For team sport marketers, effective promotions should always be geared toward attracting new and infrequent customers. Select one: True False
False
In general, public relations is considered a subset of marketing. Select one: True False
False
In recent years, most professional sport organizations have really tried to distance themselves from partnering with secondary ticket market operators such as StubHub and SeatGeek. Select one: True False
False
Of all the elements of the marketing mix, place decisions are typically the easiest to change. Select one: True False
False
Postgame press conferences and shows are a poor place for sport organizations to encourage conversation on social media. Select one: True False
False
Selling over the phone is no longer a common practice among sport ticket sales teams. Select one: True False
False
Sport organizations that enjoy high brand equity typically charge lower prices for their product and extensions compared with organizations that have lower brand equity. Select one: True False
False
Static messages are more memorable among sport spectators than moving digital signage. Select one: True False
False
The secondary ticket market has had little impact on the way sport teams sell tickets. Select one: True False
False
Those planning to work in social media for a sport organization should keep a very low-profile personal social media presence. Select one: True False
False
Traditional media outlets such as newspaper, radio, and television occupy the majority of a sport public relations professional's time whereas social media management is generally the responsibility of the sport marketing professionals. Select one: True False
False
Typical sport consumers isolate each element of the marketing mix when making consumption decisions. Select one: True False
False
When a trademark infringement claim is made, the plaintiff might sue for reasons including abandonment, fair use, and the trademark becoming generic. Select one: True False
False
When entering into partnerships with sport organizations, nearly all corporate sponsors have the same business objectives. Select one: True False
False
While many sport organizations endure crises, the manner in which those organizations handle the situations hardly ever becomes a crisis in itself. Select one: True False
False
While parking remains one of sport spectators' largest frustrations, sport teams have made virtually no efforts to reduce parking issues. Select one: True False
False
As the frequency of a sport property's events increase, the acceptable driving distance for spectators to reach the event decreases. Select one: True False
True
Brand equity builds brand loyalty. Select one: True False
True
Branding refers to the name, logo, and symbols associated with a sport organization. Select one: True False
True
Community relations can often be at least as effective as media relations in affecting sales, generating positive public sentiment, and building a long-term relationship (and base) with the community. Select one: True False
True
Consumer satisfaction = benefits - costs. Select one: True False
True
Cost relates not only to overall cost but also to such aspects as payment options and value received for the purchase price. Select one: True False
True
Famous athletes have a duty to disclose their relationships with companies when the athletes provide endorsements for the company's products through personal accounts on social media. Select one: True False
True
For a sport organization to deliver engaging content through social media, social media managers must listen to and learn from consumers rather than just disseminate information. Select one: True False
True
For sport organizations, online sales certainly offer consumers more access and control, but many retailers have realized cost savings are not always as high as expected. Select one: True False
True
For team sports with many home games, attendance traditionally goes down for the game immediately following a major promotion. Select one: True False
True
In order to reach younger consumers, it is likely many prominent sport sponsors will shift their marketing spends from traditional sports to esports. Select one: True False
True
It is legal to copyright the broadcast of a live sport event, but the game itself is not copyrightable. Select one: True False
True
Legalized sports betting tends to increase sport viewership of casual fans. Select one: True False
True
Location and number of concessions and bathrooms are part of the amenities offered in the building of a sport facility. Select one: True False
True
One way to improve the effectiveness of direct mail is to follow up personal postal messaging with personal digital or social messaging. Select one: True False
True
Personal selling and special benefits are the most effective promotions in reaching and maintaining the heavy user. Select one: True False
True
Public relations may take the form of activities as well as formal communication and may involve players, media personnel, staff, mascots, and other product extensions, sponsors, and key components of the organization. Select one: True False
True
Social media platforms provide first impression management tools for corporations and individuals to showcase their own brands and reputations. Select one: True False
True
Sport consumers develop perceptions of the place in which an event occurs-that is, a facility image-and the place should match the level of the product. Select one: True False
True
Teams and sport organizations must establish objectives before developing and measuring social media marketing strategies. Select one: True False
True
The NBA's effort to put sponsor patches on their game jerseys has been financially lucrative for teams. Select one: True False
True
The chief role of the public relations professional is to serve as the spokesperson to the media and external constituents on behalf of those they represent. Select one: True False
True
The most successful organizations fully integrate their public relations efforts with advertising, marketing, sales, sponsorship, community relations, and social and digital media efforts so that the external messages all reflect the same theme. Select one: True False
True
The primary goal of intellectual property law is to reward invention, ingenuity, and creativity in an effort to maintain a competitive marketplace. Select one: True False
True
Today's media landscape concurrently enables the amplification and celebration of athlete achievements but also the magnification and exposure of negative athlete actions, both on and off the field. Select one: True False
True
Trademarks are protected on the national level by the Federal Trademark Act of 1946, commonly referred to as the Lanham Act. Select one: True False
True
When following the steps of the sales process, effective sponsorship sellers should begin by researching a prospective sponsor's business and by asking questions rather than making sponsorship recommendations. Select one: True False
True
When sponsors enter into partnerships with sport organizations, they must realize that additional activation spending will be required to leverage the sponsorship effectively. Select one: True False
True
While most sports fans might consider a player's athletic ability or athletic accomplishments as the sole determinates of her brand association, the player's look or style can also impact brand association. Select one: True False
True
What landmark sport television program became the first sporting event to move to prime time television and become as much about entertainment as the sport? a.ABC's introduction of Monday Night Football b.launch of the X Games c.1975 MLB World Series (Reds vs Red Sox) d."Miracle on Ice" 1972 Winter Olympic hockey game
a.ABC's introduction of Monday Night Football
Which of these depictions of the elements of the standard product channel best represents the secondary sport ticket market? a.M à C à C b.M ßà C c.M à W à J à R à C d.W à M à R
a.M à C à C
During the COVID-19 shutdown, which of these was not a way in which sport organizations tried to keep fans engaged with their brands? a.Teams frequently sent athletes into communities who were most affected by the pandemic. b.Teams used social media platforms to communicate with fans and show older content. c.Teams and sponsors provided financial support to sport industry workers hardest hit. d.NASCAR had drivers compete in simulated esport racing.
a.Teams frequently sent athletes into communities who were most affected by the pandemic.
Which of these is not a reason that athlete endorsement is an effective form of sponsorship? a.There is very little risk associated with athlete endorsers. b.Athletes can help reach a specific target market. c.Athletes can reach a large audience through social media platforms. d.Athletes have multiple interests outside of sport.
a.There is very little risk associated with athlete endorsers.
Which of these is not one of the common reasons why sport organizations have transitioned to mobile ticketing? a.WiFi is always easily accessible around stadiums. b.It combats fraudulent tickets. c.It allows sport organizations to capture fan data. d.It makes it easier to transfer tickets to others.
a.WiFi is always easily accessible around stadiums.
Which of these is not a major factor in the decrease of the use of direct mail promotions by sports teams? a.a general decrease in fan identity b.increased cost in raw materials and postage c.too much clutter and "junk mail" d.ineffective tracking of promotional effectiveness
a.a general decrease in fan identity
While Anheuser-Busch's Michelob brand might be the official beer sponsor of the NBA, Heineken decides to buy extensive television advertising-featuring people enjoying a beer while watching basketball-on TNT during NBA broadcasts. This is an example of which legal sport marketing concept? a.ambush marketing b.secondary meaning c.dilution d.fair use
a.ambush marketing
The words and phrases that come to mind when someone hears the name of a brand are called _____________. a.brand associations b.brand differentiation c.brand equity d.brand awareness
a.brand associations
A Baltimore Orioles season-ticket holder who lives just north of Washington D.C. continues to purchase his season tickets even though the Orioles have not won a World Series in many years and were not very good last season, and even though the Washington Nationals are located closer to his home. What aspect of brand equity accounts for his behavior? a.brand loyalty b.perceived quality c.brand associations d.brand awareness
a.brand loyalty
The BLIP approach to strategic brand management is an acronym for what? a.build, leverage, identify and measure, protect b.base, level, investment, perform c.believe, love, integrate, produce d.branding logos and intellectual property
a.build, leverage, identify and measure, protect
The concept of exclusivity in sport sponsorships primarily meets which sponsor objective. a.competitive advantage b.market segmentation c.internal marketing d.goodwill
a.competitive advantage
What type of trademark is a commonly used word or phrase that is difficult, although not impossible, to protect? a.descriptive b.fanciful c.generic d.arbitrary
a.descriptive
If an advertisement were produced to promote the purchase of Gatorade by comparing its attributes to those of a specific competitor such as Powerade, and that competitor sued, Gatorade could likely use which defense? a.fair use b.dilution c.secondary meaning d.abandonment
a.fair use
The impact of signage is typically measured using __________. a.impressions b.cost c.marketability d.size
a.impressions
What is it called when teams work with fans or team followers who have large social media audiences in order to spread team content or messaging? a.influencer marketing b.social networking c.audience segmentation d.brand voice
a.influencer marketing
Which of these would temporarily stop a party from producing a product that may infringe on an NFL team's trademark rights? a.injunction b.tarnishment c.dilution d.secondary meaning
a.injunction
Many sponsors, such as banks, airlines, and insurance companies, know that brand loyalties are often formed as young adults. As a result, these companies often establish sponsorship relationships with college athletics departments in order to get their message in front of a coveted audience: college students. This is an example of what sort of sponsorship objective. a.market segmentation b.image enhancement c.community relations d.brand awareness
a.market segmentation
What are sets or configurations of organizations linked together to deliver a product to consumers? a.marketing channels b.market feasibility c.place ensemble d.product-place matrix
a.marketing channels
Which of these is not an example of an offline item that enhances the game-day experience while promoting the use of social platforms? a.mobile ticketing b.In-venue charging stations c.branding of social media platforms d.WiFi access
a.mobile ticketing
The elements that enhance or diminish the attractiveness of a venue and its surroundings is called ___________. a.place ensemble b.drawing radius c.core d.marketing channel
a.place ensemble
A minor league baseball team installing a lazy river that runs through the outfield bleachers where fans can watch the game while sipping pina coladas is an example of ___________. a.scrambling the frames of game, spectacle, and festival b.marketing channels c.venue marketing channels d.product-place matrix
a.scrambling the frames of game, spectacle, and festival
Sometimes a logo or mark acquires a mental recognition in a buyer's mind that a product associated with it comes from the same source as the originator of the mark. When this happens, the logo or mark is said to have acquired ___________. a.secondary meaning b.right of publicity c.trademark protection d.copyright infringement
a.secondary meaning
Which of these is not a role of the public relations department? a.selling season tickets b.facilitating interviews c.disseminating press releases d.planning campaigns
a.selling season tickets
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.yield management b.consumer surplus c.benefit selling d.full menu pricing
a.yield management
The marketing activities or leveraging that a company conducts to promote and execute its sponsorship is called _______________
activation
What two social media platforms are owned by the same company? a.LinkedIn and YouTube b.Facebook and Instagram c.Twitter and Pinterest d.TikTok and Snapchat
b.Facebook and Instagram
Sport consumers born between 1995 and 2010 are considered part of which generation? a.millennial b.Generation Z c.Generation X d.baby boomer
b.Generation Z
The sport marketing concept of allowing customers to move up or down in terms of their commitment to the organization is known as __________. a.positioning b.affinity elevator c.frequency escalator d.activation
b.affinity elevator
Which of these is a major advantage of a sport organization's strategic community relations initiatives? a.providing fans with a more direct way to purchase tickets and buy merchandise b.allowing fans to see athletes through a different lens and interact with them in a personal way c.enhancing focus on the team's on-field performance d.enabling the sport organization to more effectively react to crisis situations
b.allowing fans to see athletes through a different lens and interact with them in a personal way
Which of these public relations elements deals solely with elements away from the playing field? a.crisis management b.community relations c.reputation management d.media relations
b.community relations
What sport event frame is represented by a branded tailgating zone with games, big screen TVs, and food, located in the parking lot outside a college football stadium? a.individual b.festival c.spectacle d.game
b.festival
Frank J. Zamboni & Company have trademark protection for the name of the ice resurfacing vehicle they produce. However, if they do not aggressively protect that name, they may lose its protections due to ___________. a.fair use b.genericness c.abandonment d.dilution
b.genericness
Which of these was not one of the authors' predictions for the future of sport marketing? a.the rise in popularity of esports b.increase in use of electronic tickets and video sales presentations c.changing landscape of media rights d.name, image, and likeness rights of college athletes
b.increase in use of electronic tickets and video sales presentations
Direct mail is less effective as a sales technique when ___________. a.the sport organization spends valuable time measuring and testing its effectiveness b.one generic piece is distributed to a mass audience c.it is targeted d.it includes offers such as discounts, coupons, and premium items to add perceived value
b.one generic piece is distributed to a mass audience
Which of these is typically not given special consideration when developing non-price promotions? a.concessionaires b.players c.sponsors d.season ticket holders
b.players
Point-of-purchase promotion may also be referred to as __________. a.earned media b.reminder advertising c.out-of-home advertising d.a waste of resources
b.reminder advertising
Sampling and distributing coupons are examples of what form of promotional marketing activity? a.sales b.sales promotion c.earned media d.paid media
b.sales promotion
What channel is the one most frequently used by sport sponsors to leverage their partnerships? a.direct marketing b.social media c.television advertising d.sales promotions
b.social media
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.activation b.sponsorship c.positioning d.marketing
b.sponsorship
When sport marketers examine the drawing radius for events at their venue, distance from the venue is no longer the only key variable. Which of these is not a critical factor in determining how far consumers will drive to attend a sporting event? a.the duration and frequency of the event b.the cost of the facility to construct c.the perception of quality of the event and venue d.the emotional commitment of spectators
b.the cost of the facility to construct
Which of these is a common concern with non-price promotions? a.ineffectiveness for driving attendance b.the impact on merchandise and concession sales c.very limited options of sport marketers d.unwillingness of sponsors to pay for them
b.the impact on merchandise and concession sales
Which of these is not true about good social media managers? a.They "own up" to mistakes and address them with followers. b.They develop clear guidelines regarding what topics or current events users may comment on. c.They will always avoid account hacks. d.They know which individuals have access to which accounts.
c.They will always avoid account hacks.
Which of these benefits are not enjoyed by teams with higher brand equity? a.Their revenue is not as affected by losing. b.There is more corporate interest in the team. c.They win more frequently. d.They can change a premium for their products.
c.They win more frequently.
Which event is generally credited as the catalyst for the emergence of sport sponsorships? a.the advent of Monday Night Football b.the launch of ESPN c.a ban on tobacco advertising d.Michael Jordan's contract with Nike
c.a ban on tobacco advertising
Greater emphasis on CLV (customer lifetime value) has resulted in sport organizations doing which of these? a.marketing more through social media channels b.introducing variable ticket pricing c.adding more client servicing personnel d.selling more full season tickets
c.adding more client servicing personnel
Which of these is not part of the basic model of communication? a.source b.media mix channel c.amplification d.message
c.amplification
The set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to its customers is called ____________. a.fan identification b.brand association c.brand equity d.brand extension
c.brand equity
When two corporate partners attempt to jointly capitalize on a single sponsorship or licensing agreement, it is called ____________. a.clutter b.leveraging c.cross-promotion d.image enhancement
c.cross-promotion
For most sport teams, the sales generation process starts with ___________. a.a winning team b.advertising c.database marketing d.telemarketing
c.database marketing
Which of these associations would a sport marketer not expect to see after consumers have benefited from consuming the product? a.social benefits b.nostalgic memories c.developing brand extensions d.identification with a team or city
c.developing brand extensions
Which of these is not part of the AIDA approach to successful promotional efforts? a.increase awareness b.initiate action c.directly incentivize d.arouse desire
c.directly incentivize
Which of these is not a common objective of sport sponsorships? a.stimulate sales b.raise brand awareness c.improve employee safety d.showcase community engagement
c.improve employee safety
When marketers target the people to whom prospects turn for their information, the practice is called ___________. a.relationship marketing b.data-based marketing c.influencer marketing d.personal selling
c.influencer marketing
When a corporate partner uses hospitality benefits to reward their own personnel, it is called ____________. a.activation b.goodwill c.internal marketing d.lifestyle marketing
c.internal marketing
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.activation b.ambush marketing c.lifestyle marketing d.sponsorship clutter
c.lifestyle marketing
Which of these have professional sport teams and leagues done recently with their retail operations? a.expanded them to include non-team related merchandise such as appliances and groceries b.shifted emphasis away from online retail to traditional brick-and-mortar outlets c.outsourced the management of distribution and sales of licensed merchandise d.shrunk their operations as they have become a smaller percentage of team revenue
c.outsourced the management of distribution and sales of licensed merchandise
What does a customer relationship management (CRM) system provide? a.a way to aggregate customer complaints or concerns b.a measure of how successful sponsorship campaigns are at reaching consumers c.qualified leads or prospects and tracking of customer engagement d.models for different types of ticket packages
c.qualified leads or prospects and tracking of customer engagement
Which of these issues related to social media is not a significant concern for public relations professionals for sport organizations? a.lack of intriguing content b.determining whether employee posts represent personal or employer viewpoints c.revenue generated by athlete posts d.the immediacy of social media and the inability to fix mistakes in real time
c.revenue generated by athlete posts
Offering a postgame reception for those who have held season tickets for 10 or more years is a sales promotion directed at ___________. a.increasing frequency of purchases b.attracting a new customer c.rewarding loyalty d.preventing defection
c.rewarding loyalty
The term "The Masters" is an example of which of these? a.collective mark b.trademark c.service mark d.patent
c.service mark
The act of reserving a domain name on the Internet, then seeking to profit by selling or licensing the name to the company that has an interest in being identified with it is called ________________
cybersquatting
Which of these is an example of the cross-effect of price and place? a.An NFL team introduces a clear bag policy for all ticket holders to enter the stadium. b.After failing to reach the playoffs in three straight seasons, an NHL team increases ticket prices. c.A college football program advertises premium suite tickets in one medium and their general admission tickets in another. d.A minor league baseball team converts its pro shop into an online store and then adds shipping fees to product orders.
d.A minor league baseball team converts its pro shop into an online store and then adds shipping fees to product orders.
Which of these is not an example of how the Americans with Disabilities Act has affected sport venues? a.Lines of sight must be comparable to those of surrounding seats. b.Half of all entrances must be wheelchair accessible. c.One percent of total seating must be for wheelchairs, and companion seats must be provided. d.All facilities are required to carry Wi-Fi capability for assistive devices.
d.All facilities are required to carry Wi-Fi capability for assistive devices.
Which of these is a best practice for sport marketers who are managing social media channels? a.Be able to ignore digital conversations when they turn negative on social media. b.Realize that a deleted social media post will quickly disappear from the public eye. c.Be willing to merge personal and official accounts. d.Change passwords frequently.
d.Change passwords frequently.
Which of these is not an effective approach by public relations professionals to assist organizational members such as athletes, coaches, and executives? a.Provide them with post-interview feedback. b.Provide talking points for questions they are likely to hear. c.Conduct mock interviews with them. d.Encourage them to ad lib during interviews.
d.Encourage them to ad lib during interviews.
Which of these is true regarding sport marketing trends surrounding women's sports? a.Sponsorship of women's sports costs more than sponsorship of equivalent men's sports. b.Media coverage is diminishing. c.Fewer opportunities for female athletes and teams exist today. d.Fans support sponsors of women's sports at a better rate than sponsors of men's sports.
d.Fans support sponsors of women's sports at a better rate than sponsors of men's sports.
Which of these is not a key reason that social media are important for sport organizations in times of crisis? a.It helps the sport organization deliver a clear and unified message. b.People often turn to social media for information and direction. c.People want to see others' reactions and feel unity. d.Social media provide good channels for revenue generation.
d.Social media provide good channels for revenue generation.
Which of these is not a characteristic generally ascribed to Gen Z sport consumers? a.They embrace technology more than other generations. b.They connect more with individual athletes than with teams. c.They are more interested in music, social media, and celebrities compared to past generations. d.They consume more sports content via television than past generations.
d.They consume more sports content via television than past generations.
What type of promotion is a sign on the side of a bus that tells about season tickets for the upcoming NFL football season? a.personal selling b.publicity c.sales d.advertising
d.advertising
When social media managers collect user information to create a profile of a group with whom they wish to engage, it is called ___________. a.brand voice b.database marketing c.social networking d.audience segmentation
d.audience segmentation
What is the first stage in building brand equity? a.team/athlete/product success b.brand image c.product differentiation d.brand awareness
d.brand awareness
Today's sport organization public relations professionals _____________. a.can focus strictly on the positive side of athlete and team accomplishments b.often have a relatively ample amount of time to react to situations c.work strictly with traditional media outlets d.can foster a social change through the cultivation of athletes' personal stories
d.can foster a social change through the cultivation of athletes' personal stories
Which of these is not one of the approaches to effective personal selling? a.benefit selling b.relationship marketing c.data-based marketing d.commodity selling
d.commodity selling
The ultimate goal for sport organization public relations professionals is to __________. a.react to crisis situations b.sell more tickets c.develop marketing strategy d.cultivate the most positive image possible for their sport organization
d.cultivate the most positive image possible for their sport organization
Sport organizations often use brand names and marks to __________ their competitors. a.balance with b.imitate c.conform to d.differentiate from
d.differentiate from
When a news station airs a story about a local minor league baseball team that will be conducting a crazy promotion, such as the Jacksonville Jumbo Shrimp's "Florida Man" night, it is an example of what promotional marketing activity? a.sales b.consumer driven c.paid media d.earned media
d.earned media
Which of these is an example of benefit selling? a.high-pressure telemarketing tactics b.dynamic ticket pricing c.using a star athlete in promotional materials d.flex-plan ticket books
d.flex-plan ticket books
Which of these would not be considered part of an effective marketing control system? a.a mission statement that reflects both the current status and the desired status of the organization b.employee performance standards that link performance to objectives c.level of resourcing determined by objectives d.functional areas within a department that operate independently with little influence on one another
d.functional areas within a department that operate independently with little influence on one another
Full-menu selling refers to sport organizations that ___________. a.develop many selling points on their team website or social media accounts 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.have a variety of products to sell, meeting different types of consumer needs
d.have a variety of products to sell, meeting different types of consumer needs
Brand image a.must be established before brand awareness can exist b.consists of the logo or marks of a property c.is easy to measure d.is how the brand is perceived by consumers
d.is how the brand is perceived by consumers
The PGA granting EA Sports the rights to use protected logos and images to produce their PGA Tour video game is an example of __________. a.line extension b.brand equity c.brand extension d.licensing
d.licensing
ESPN launching their streaming app ESPN+ to provide consumers more content and programming is an example of __________. a.brand awareness b.brand extension c.brand association d.line extension
d.line extension
Which of these is not part of the sponsorship triangular business relationship? a.corporate entity b.consumers c.sponsored property d.media
d.media
Which of these has not contributed to the global growth of sport? a.ease of access to digital content b.international exhibition games and tours c.speculation that the North American professional leagues will expand to include an international franchise d.more athletes learning multiple languages
d.more athletes learning multiple languages
What sponsorship objective offers sponsors the greatest dollar-for-impression benefit? a.hospitality b.image enhancement c.goodwill d.naming rights
d.naming rights
When a sport organization knows a specific, high-demand game will sell out, marketers might set ticket prices for that game higher than all others on the schedule. This is an example of ___________. a.dynamic pricing b.variable pricing c.full menu pricing d.premium pricing
d.premium pricing
A consumer sees a pair of new Nike basketball shoes that costs $200 and immediately perceives the quality and performance of those shoes to be excellent. What two elements of the sport marketing mix are providing the cross-effect in this example? a.product and place b.price and place c.price and promotion d.product and price
d.product and price
What sport marketing legal concept prevents the unauthorized commercial use of a person's name, likeness, or other recognizable aspects of his persona? a.dilution b.ambush marketing c.trademark protection d.right of publicity
d.right of publicity
Which of these is not one of the components that make up intellectual property law? a.copyright b.trademark c.patent d.right of publicity
d.right of publicity
What is one way that many sport properties are growing their market by extending their distribution? a.using advertising to reposition their product b.collecting more data from their consumers c.using variable and dynamic ticket pricing d.scheduling competition in new markets
d.scheduling competition in new markets
In the past few years, sponsors have been eager to engage with a sport team's fan base through __________. a.goodwill b.in-venue signage c.hospitality d.social media
d.social media
What is a collective hub of global digital platforms that allows users to engage, discuss, create, and foster relationships in real time? a.brand strategy b.digital marketing c.audience segmentation d.social media
d.social media
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.fans c.media d.technology
d.technology
What term describes the reproduction, counterfeiting, or imitating of a registered mark, without the consent of the mark's owner, in an attempt to sell or advertise goods or services that are likely to cause confusion or deceive consumers? a.invasion of privacy b.patent pending c.ambush marketing d.trademark infringement
d.trademark infringement
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.elastic pricing b.dynamic pricing c.premium pricing d.variable pricing
d.variable pricing
The feeling fans develop toward companies connected to their favorite sport or event when those companies support an activity they enjoy is called __________________
goodwill
To ensure CBS uses the right shade of blue for on-screen graphics during a University of North Carolina basketball game telecast, administrators should use brand __________________
guidelines
Twenty years ago, nearly all sponsorship effectiveness was measured solely by _________________, but that is no longer the only metric used by sport organizations and their partners.
impressions
When sport marketers perform __________, they identify the likelihood of a potential purchase and spend amount by a prospective customer.
lead scoring
A __________________ is a collection of a person's various attributes, expertise, traits, personality, characteristics, and insights that take place both on and offline.
personal brand
The strategic communication process that builds mutually beneficial relationships between organizations and their publics is called _______________
public relations
_____________refers to the products available to the sales staff to market, promote, and sell.
sales inventory
