Sport Marketing Exam
One of the end goals of market segmentation is to take a large group of people (potential consumers) and divide them into?
small homogeneous groups
The sport product is unique from other goods and services in that it is ________ produced and consumed.
simultaneously
Facility managers do not need to be concerned with developing marketing plans, establishing prices, and conceptualizing and organizing promotions
False
For team sport marketers, effective promotions should always be geared toward attracting new and infrequent customers.
False
An effective sales strategy is to suggest possible solutions to a prospect before gathering data about the prospect.
False
Ethnography as a primary data collection method entails having 10 to 12 people interviewed for 60 to 90 minutes to get in-depth answers to specific questions.
False
Most stadiums or arenas that host sporting events are ONLY operational during games/events
False
Once a sport product reaches the maturity stage of the product life cycle the sport organization/business that produces that product will no longer have to worry about consistent quality or making necessary changes that enhance the product.
False
One of the benefits of using social media in a sport marketing strategy is that it does not require significant planning and preparation.
False
One of the greatest challenges facing sport organizations at all levels is the limited number of entertainment options that are available to consumers.
False
Organizations only need to worry about acknowledging and responding to positive feedback collected on social media. Negative feedback can often be ignored.
False
Weak brand elements ARE identifiable, enduring, and meaningful to consumers.
False
Since viewership, ticket sales and franchise expansion are on the rise, this U.S. sports league is the one most likely to have not yet reached maturity
MLS
With the introduction of venues like the Barclays Center (Brooklyn) Nassau Veterans Memorial Coliseum (Long Island), and the Prudential Center (Newark) to the greater-NYC landscape, this historic arena was forced to undergo renovation to remain competitive:
Madison Square Garden
Sport products are tangible goods that can be seen and touched; sport events and services are intangible and have no visible substance.
True
For most sport teams, the sales generation process starts with
database marketing
Provide one real world example for each of the following types of sport sponsorships:-Facility Naming Rights -Official Status League/Team Sponsor -Event Title Sponsorship-Athlete Endorsement-Jersey Sponsorship
1) Fiserv Forum 2) BMO Harris - bucks 3) coke- olympics sponsorship 4) Kia- Lebron James 5) Harley Davidson- bucks
List the FOUR basic steps in the database management process.
1) Locate good information 2) Collect Information 3) Record Information 4) Manage and monitor information
As a marketer for a minor league hockey team, you have decided to collect information about your fans through intercept surveys on the concourse of your arena before a game. Explain three key elements of how to collect accurate and useful data using this methodology.
1) choose people at a pattern of every 5 people or whatever number you choose 2) make it about 2 minutes 3) do not wear company clothing Employ objective, unbiased staff in unbranded attire. As with any other market research, the respondent must be allowed to give his or her true opinion. Staff dressed in team (or sponsor) attire can sway responses, introducing unwanted bias into the analysis process.Employ an adequate number of interviewers. Do the math before data collection to calculate how many surveys each interviewer can complete in a designated period.Make sure that the survey or questionnaire is as short as possible while still collecting an adequate amount of data. Fans will not be likely to finish a survey that takes longer than three or four minutes to complete.Carefully consider how you plan to sample respondents. Staff should be encouraged to select targets to approach randomly or have a scheme that forces them to consider a wide array of people, perhaps inviting every nth person to take the survey, with n dependent on crowd size.
You are the marketing director for a Major League Soccer franchise. You are attempting to increase ticket revenue by segmenting the market and intelligently targeting specific market segments. List the two target markets and then give a specific example of a strategy aimed at each of those bases.
1) family's , I would offer a family deal that might get the whole family tickets, food and drinks to get them all there 2)Students, have a student only section, and a ticket discount on a certain few games
You work as a sports information director for a Division I athletic program. One evening, you are sitting at home, when all of a sudden you begin receiving multiple alerts on your cellular phone. Upon reading your text messages and emails, people are asking if you have seen what a student-athlete has posted on Instagram. You then check the student-athlete's Instagram page and see that he has posted a picture holding a significant amount of $100 bills with the caption "Can't wait to get paid! #MakeItRain." As you are reviewing the post and the audience comments, you receive a text message from your supervisor, the Associate Athletic Director of Communications, telling you to report to her office first thing in the morning, and to be prepared to discuss a plan of action for responding to this post. You then see a tweet from Deadspin directing readers to an article about the tweet that portrays the student-athlete, the athletic department, and the school in a very negative light.
1) talk to the student and ask them what they meant by the post 2) talk to deadspin and clarify what they meant 3) have the student delete the post 4) talk about the code on social media
List two reasons why sports licensing is successful and give one example of a sports licensing agreement.
1) they are successful because they benefit both parties and generate money for both 2) They can increase fan interest 3) they are exclusive
There are _________________ basic steps in the marketing research process.
5
Sales promotions provide ideal _________________ method for many sport organizations' sponsorships.
Activation
marketing
Activity focusing on satisfying needs and wants through exchange processes
During the planning process, many organizations will engage in _________________, which involves members of a group generating ideas related to a problem or issue.
Brainstorming
One benefit of strong visual presentation of the current and future promotions throughout the facility is an increase of consumer __________ ____________.
Brand awareness
_________________ are products or services that communicate and interact with consumers through identifiable and unique experiences.
Brands
_________________ means administering citizenship rights for individuals through compliance with ethical governance, endorsing global standards, thus the organization itself becomes part of the public/social culture and can be expanded wherever business operations exists.
CC
Paramount to successful marketing management is an emphasis on _________________, which is a business strategy, designed to maximize profitability and customer satisfaction.
CRM
Businesses are responsible for assessing their wider impact on society and regardless of specific labeling; this concept of _________________ has been applied to how managers should handle public policy and other social issues.
CSR
Which university's college football program attracted over 500,000 in new followers in 2015 through storytelling that focused on taking followers behind the scenes?
Clemson
Which of the following is NOT one of the common spectator sport motives?
Community Service
____________ platforms provide a user friendly and competitive approach to generating support for a philanthropic need or project, and offer athletic departments an alternative method for communicating with and soliciting donors.
Crowdfunding
Over the past decade advertisement dollars have moved away from all of these media EXCEPT
Digital
Which of the following statements describes an application of the 80-20 rule in the field of sport marketing?
Eighty percent of market consumption comes from 20 percent of the consumers.
As of April 2017, which social media platform has the greatest number of active users?
College football's longest running post-season bowl game, the Rose Bowl, has been played annually since 1935. Watching the game on television, the viewer will observe the event is officially referred to as Rose Bowl Game Presented by Northwestern Mutual. Which of the following sponsorship types best describes the relationship between Rose Bowl and Northwestern Mutual?
Event Presenting Sponsor
Research endeavors that exist as the most appropriate research device to employ for causal-comparative research because they utilize the manipulation of variables against constants is called _________________ research.
Experimental
A large portion of a marketing manager's job is NOT to "sell" the strategy to other operational areas of the organization and ensure and facilitate various process management techniques.
False
A successful sport organization employs the same sales approaches to all its customers and potential customers.
False
Implementation of a marketing plan is NOT essentially delivering what you said you would do - putting strategy into action.
False
In NBA v. Motorola (1997), the Second Circuit Court held that basketball data and scores were original works protected by copyright law.
False
In the U.S., school districts that charge students a participation fee to play interscholastic sports is a rare occurrence.
False
In the age of social media, e-mail marketing as a sales technique has virtually dried up.
False
It is unusual for a sport product to have more than one place where it can be purchased.
False
Licensed products in the sport industry DO NOT have certain legal protections.
False
Marketing decisions DO NOT need to be consistent with the mission of the organization.
False
Sales promotions always include some form of price discount for the consumer.
False
Sport marketers can NOT control the various elements of the marketing mix when marketing the sport product.
False
Taking down a University of Michigan sign or banner in one's office the Monday after Ohio State beats the Wolverines is an example of BIRGing.
False
The concept of the sport promotional mix can be defined as the non-strategic utilization and integration of communication channels designed to achieve sport marketing objectives and reinforce brand image.
False
The decrease of sport related video games over the past few years has caused more consumers to participate in sports instead of watching more of them on TV, which has had a negative economic impact on the NFL.
False
The first amendment is often cited as the defense for why fantasy sports leagues and sites are able to use pictures of NFL players for their games, but may not report actual game and seasons statistics of the players in the league.
False
The purpose of marketing research CENTERS on exploring and solving the research problem.
False
There is no way to distinguish between advertising, sponsorship, social media, and community relations in attempting to understand the framework of the sport promotional mix.
False
Which Constitutional Amendment protects those whose artistic expression could otherwise be viewed as unauthorized use of trademark
First Amendment
What is the difference in price elasticity of demand of tickets for a really popular NFL football team compared to a non-popular NBA team?
For the nfl team, the demand stays high when the price is up, while with the nba team, sometimes even a low price can't even bring people in to see a bad team.
Predict what would likely happen to a sport promotion aimed at attracting an audience through the use of cold calls to land line phone numbers in a geographic area?
I don't think anyone would really go to it or know about the promotion, as most people don't answer the phone if they don't know who it is, or just might not have land line phones. The people that do know about it or do take part in it, might be an older demographic.
Choose one of the five aesthetic elements and explain how you would plan to use that element to enhance the spectator experience at the facility.
I would use sound, and make sure to always have the most popular and ups to date music that everyone likes. Five aesthetic elements: sound, sight, temperature & touch, taste & smell, nostalgia. One point for naming one of these, and two points for explanation on how they would use one to add to spectator experience.
Nike introduces a new signature sneaker in its line of basketball shoes. Unknown to Nike, a variation of the logo they create for this new signature sneaker is very close to the logo used by Upstart Athletic Apparel Inc, a startup company which also manufactures and sells footwear. Upstart has hired you to advise them on bringing a potential lawsuit against Nike. What information would you want to know before deciding how to act (name two things, 1pt each)? How might you expect the court to rule, based on precedent (2pts)?
I would want to know if they are trying to copy our logo, and if people are mistaking their logo as ours, and if it is helping them sell the product. I would also want to know if they have a trademark on the logo.
How might price discounting be perceived as a potential negative for a sport organization?
If some people see the price is so low, they might be turned away from it, thinking it's too good to be true, or there has to be a reason it's that cheap. So they expect it to be bad quality.
An athlete who garners negative attention for activity off the field of play (Lance Armstrong, Tiger Woods, Ray Rice, Hope Solo, etc) suffers a blow to their public image and risks losing partnerships with sponsors. Which theory/approach to sponsorship best explains why sponsors might sever ties with athletes in such cases?
Image transfer
For a SWOT Analysis organizations identify relevant influences. Strengths and Weaknesses are considered _________________ factors.
Internal
Explain what a product extension is and which is most effective and why.
It's something that they try to upsell you with that might be tangible, such as a souvenir or a t shirt.
Amount Spent Per Visit x Visits per Year x Number of years = _________________.
LTV
The federal law that is frequently used to protect officially licensed products from infringement is _________________.
Lanham Act
Explain how sport and/or its athletes have been used to increase consumer awareness of products?
Lebron James ( the goat) did a commercial with kia, blaze pizza, and even beats headphones, and all of his fans might see that commercial and think of the company, and every time they see a kia, they might think of Lebron. Companies use well-known sport celebrity endorsers to pitch their products that may be relatively unknown to most consumers, i.e., O.J. Simpson with Hertz Rent-A-Car
Which of the following is not an example of a common type of sponsorship of a sport entity?
Licensing
Over the past 11 years one in three tickets has gone unsold in __________.
MLB
Brand Image, loyalty, and commitment can all be measured and stored through _________________ to help support sport organizations identify necessary changes to their sport, event or venue. Correct!
Market Research
A written document outlining an organization's strategy and the course of action necessary to implement that strategy is called a _________________.
Marketing Plan
What distinguishes the definition of the terms marketing and sport marketing?
Marketing can be for any product or company, while sports marketing is for advertising or promoting sports, or sports related goods. Sport is used as a promotional vehicle or sponsorship platform, which includes the notions of marketing through sport and marketing of sport.
_________________ is primarily concerned with maintaining strong relationships with the media at a local, regional, and sometimes national and internationally level.
Media relations
Recommend one goal for a sport organization and then use SMART to create an objective that will support the goal.1pt for the goal3pts for the objective
Milwaukee Bucks goal: sell out more games this upcoming seasons objective: keep 90% last years season ticket holders objective: Get 50% more group ticket sales this season
According to data presented in the chapter, which league/level of sport has the highest percentage of fans that are male?
NASCAR
A preference (general liking, positive attitude or favorable affect) towards objects (people, places or things) that were more common (popular, fashionable, or widely circulated) when they were younger defines.
Nostalgia
Good _________________ are (SMART) specific, measurable, achievable, relevant and timely statements.
Objectives
Future sport sponsors may put more emphasis on Return on ____________ as opposed to Return on ______________:
Objectives; Investment
The emphasis on customized, individualized products, promotions, and avenues of communication unique to each buyer is called _________________.
One-to-One Marketing
How would you best summarize the difference between one-way and two-way models of public relations?
One-way models do not value interaction and dialogue, while two-way models do.
_________________ is highly visible element because it is the amount that a customer pays for the product.
Price
Sports organizations offer _________________, which help make the intangible product more tangible for those consuming it. Correct!
Product Extensions
Which of the following is NOT found on the Sport Promtional Mix?
Production & Distribution
This element of the marketing mix concerns efforts to help enhance the acceptance of established prices and serves to anchor the sport facility as a place for the consumer and communication exchange process.
Promotions
Sport organizations have immense opportunity to put out their version of events on social media, activating this component of the marketing mix:
Public Relations
_________ research methods may be employed because they can provide rich descriptions of reality.
Qualitative
In the following research question, Do male athletes that play professional basketball get more playing time during game than male athletes that play professional football, Decide if you would use quantitative research or qualitative research and explain why you would you this research method.
Quantitative research, because you are looking at numbers that can be measured.
These _________________ can be (human or physical) optimally allocated in order to fulfill the strategic plan and ultimately satisfy your consumers.
Resources
Paid forms of communication _________________ centers on information regarding the purchase of a product of service.
Sales Promotions
Given current trends (2017), organizations looking to reach a younger audience should prioritize which two platforms:
Snapchat and Instagram
Sponsorship-linked marketing is synonymous with
Sponsorship-linked marketing is synonymous with
Which of the following is not true in regard to why price is a critical element in the marketing mix?
Sport marketers have little control over price.
Once planners identify strategies, they move to identify _________________ necessary to implement the marketing plan.
Tactics
Franchises that operate in regions with hot/humid or cold climates should consider ________________ control mechanisms so spectators, performers and sponsors are assured that games will take place as scheduled in comfortable/ideal conditions
Temperature
According to data from 2015, ___________ has the highest total revenue ($192,608,876) among FBS schools.
Texas A&M
You've been hired as a consultant for a leading soft drink manufacturer to provide advice on activating their new sponsorship agreement with the NBA. Discuss two different of types activation your new client might follow.
They have to sell our drinks in the stadium, and they must have ads and samples for it.
Give a short explanation on what this statement is talking about: "The overall sponsorship pie will continue to get bigger, but the slices will get much smaller." And why will the slices get much smaller?
They will keep getting more money, which is the pie shape, but the slices are the sponsors, as you can't have unlimited sponsors, and with every new one, you are giving up space for another sponsor, because they cannot sponsor the same things.
Cause Related Marketing involves cooperative marketing efforts BETWEEN "for-profit" and "non-profit" organizations for mutual benefits.
True
Consumer Satisfaction = Product Benefits - Costs
True
Corporate Social Responsiveness (CSR2) is regarded as more of the strategic aspect of the responsibility paradigm.
True
Corporate social responsibility is frequently considered to be involved in "cause-related marketing" for any sport organization.
True
What is the best legal remedy for combatting ambush marketing?
Trademark Law
A good quality promotion, especially one that engages a specific demographic is most effective when it reaches and connects with individuals both within and outside the walls of the facility.
True
According to several scholars, corporate social responsibility in sport organizations should inherently involve treating employees fairly.
True
According to the concept of the frequency escalator, sport marketers are wise to invest more resources into retaining current customers (and growing their affinity) than into attracting new fans.
True
All of the following are examples of how sport pervades all elements of life: food and drink, vicarious experiences, entertainment, politics, and religion.
True
For team sports with many home games, attendance traditionally goes down for the game immediately following a major promotion.
True
Implementation of the marketing plan should address THREE factors related to each tactic: 1) Each task required to implement tactic2) People(s) responsible for each task3) Time-frame for each task Correct!
True
In addition to the majority of states that recognized the right of publicity in some form under common law, many states have legislatively recognized the right of publicity via statute.
True
Kotter developed an eight-step change management model that is recommended reading for ANY manager implementing change.
True
LED ribbon boards have offered facilities a transformative way to showcase video, through replays, interactive fan consumption, and support for sponsors/advertisers
True
Not every social media platform is ideal for every sport organization. Marketers should analyze which platforms best represent their audience(s).
True
One of the benefits of segmenting a market is that a sport organization can customize its marketing efforts to reach given segments.
True
Participation or attendance at conferences, joining member associations, and subscribing to journals (e.g., professional and academic) are all useful ways for facility managers to remain "ahead of the curve"
True
Personal selling and special benefits are the most effective promotions in reaching and maintaining the heavy user.
True
Positioning refers to the process in which marketers try to create an image for their organization, goods, or services in the mind of their target markets.
True
Poter's 5 Forces, Value Chain Analysis, and SWOT analysis are ALL examples of strategic industrial analysis tools.
True
Promotions should IDEALLY be presented in the locations where the product is sold or consumed.
True
Relevant data should be systematically organized and analyzed by the researcher and organizational decision makers.
True
Secondary sources differ from Primary sources because the information is GENERALLY collected at a previous point in time, but can still be relevant to the current research question.
True
Situational factors such as the weather and physical surroundings can influence consumer behavior of sports such as skiing and golf.
True
Team identification is an important consumer behavior variable that results in a strong positive correlation between a high level of fan identification and support for the beloved team.
True
The economic conditions of the 1990s and early 2000s led to a surplus of sport facilities and infrastructure during the inconsistent economic landscape of the 2010s.
True
The key in any false endorsement claim is whether the complained of action is likely to cause confusion in the mind of consumers?
True
When Coca-Cola or Pepsi are sponsors of a sport event or sport venue, they are usually the official sponsor of a particular product category, i.e., official beverage sponsor.
True
_______ is defined as the perceived benefits of the sport product divided by the perceived price.
Value
An organization's mission statement is often accompanied by a _________________.
Vision Statement
The ability of Athletics Development professionals' to connect with this demographic group could have major implications in the funding of non-revenue generating sport in the future
Women who came of age post-Title IX
The term ______ management refers to the pricing and packaging of tickets to ensure the highest revenue on the sale of the product.
Yeild Yield
What type of promotion is a sign on the side of a bus that tells about season tickets for the upcoming NFL football season?
advertising
Based on Schema theory, predict which of the following partnerships is likely to yield the best possible results for sponsors-
an NFL player and a muscle enhancing drink formula
Which of these describe the attempts of one company that is not an official sponsor of an event to capitalize on the good will associated with the event without paying for the sponsorship
all of the above
Brand _________________ describes consumer ability to recognize a given brand in a variety of settings and the identification of brand with a particular category.
awareness
Which of the following is NOT among the five C's of sport product pricing?
capacity
In order to attract the female _______, sport organizations must be sure to provide women's apparel options if they are going to extend their reach to new consumer markets.
demographic
Marketers of traditional products use sport as a tool for all of the following except?
design new products
With its Nike+ Run Club mobile app, NIKEiD shoe design platform, and fashion-forward awareness of the Jordan Brand line, Nike is a company that understands the value in product ______________strategies
differentiation
_________ is the positive stress associated with high levels of arousal and excitement, which drives many fans to watch sport competitions.
eustress
Video gaming, sponsorship, and TV viewership have been used to successfully enhance brand identification, affiliation, and attachment as a brand _________________.
extension
The sport marketing concept of moving consumers from a state of nonawareness all the way to a heavy user is known as
frequency escalator
Which of the following is not a tangible quality that is associated with attendance at a live sporting event?
game atmosphere
Which of the following is NOT a basis for segmentation in the sport industry?
geographical climate
Sporting ______ are defined as tangible products with physical features that offer benefits to consumers.
goods
Among other things, PR managers who focus on investor relations must possess expertise in finance, including ___________ regulations
government
Which of the following is not a common characteristic of effective advertising?
illustrates products strengths and weaknesses
The impact of signage is typically measured using:
impressions
What is the second stage in the decision-making process for consumers?
information search
Sport _________________ involves two parties that allows the manufacturer to use the name, likeness, logo, or symbol of the player, union, team, or league in connection with a specific product.
licensing
A customer's ______________ ____________ is defined as the present value of expected benefits minus the obligations associated with the customer.
lifetime value life time value
The most common form of misappropriation involves the use of a person's ______ or _______ in the advertisement
name; identity
Direct mail is least effective as a sales technique when
one generic piece is distributed to a mass audience
Distribution, also known as _________________, is extremely important element because it is a difficult element to change or revise easily.
place
What is called when consumers continue to evaluate their purchase decision even after the purchase has been made?
post-purchase evaluation
The antics of a UFC or boxing promoters seeking media coverage at a weigh-in prior to a big title fight is a perfect example of ____________
press agency
High profile boxing matches offer expensive ringside seats that are frequently occupied by celebrities. This is an example of what type of pricing?
prestige
It can be inferred that a purchaser who experiences "buyers remorse" will ___________.
probably not purchase the same product again
Typically the sport contest or game is the sport _________________, but it can take many other forms.
product
What is the term used to describe the mindset of consumers?
psychographics
Offering a postgame reception for those who have held season tickets for 10 or more years is a sales promotion directed at
rewarding loyalty
In order to become a sport sponsor, a company must purchase the ______ from a sport organization or event, after which, a company use various marketing strategies to communicate their connection to the sport team or event.
rights
_________ are short term incentives that are usually designed to stimulate immediate demand for sports products or services.
sales promotions
What is another common name for the "public" within the conceptual framework of marketing and public relations?
stakeholders
The Lanham Act of 1946 established that a _____________ is "any word, name, symbol, or device, or any combination thereof, adopted or used by a manufacturer or merchant to identify their goods and distinguish them from those manufactured or sold by others"
trademark
Historically, the rivalry Boston Red Sox and New York Yankee has generated intense response and attention of both fan bases. Naturally, when the Yankees come to Fenway Park, the Red Sox charge more for tickets to those games than they do for most others on the schedule. The Red Sox ticket pricing strategy here is best understood as:
variable pricing
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?
variable pricing