SPORTS + ENTERTAINMENT MARKETING I: BELL RINGERS 1.01 - 1.06
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
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
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
One characteristic of event marketing involves promoting and selling a(n) a) tangible product b) unique experience c) nonperishable item d) physical appeal
b
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
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) quality d) loyalty
b
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
Sports marketers have an advantage over all other types of licencors 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
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
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
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
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
A baseball game broadcast on the radio is an example of a) a non-sport event b) owned-goods service c) a sporting good d) sport media
d
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 racket is an example of a) cross-promotion b) public relations c) team-building d) personal selling
a
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
A primary reason that many colleges and universities sell the naming rights for their new football stadiums or basketball areas 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 sport events
a
One of the main differences between professional and amateur athletes is that for the professionals, the game is often a) their occupation b) closed to the public c) free of charge d) played for enjoyment
a
The programs, hot dogs, drinks, and souvenirs that fans buy during a sporting event are apart of the total sports a) product b) promotion c) market d) strategy
a
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
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
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
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
Athletes are often considered to be particularly effective promoting products related to their a) education b) background c) sport d) lifestyle
c
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
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
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
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
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
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
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 a) total b) indirect c) fiscal d) direct
c
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
The basis for the licensing product is a) the fans b) manufacturing c) trademarked property d) sponsorship
c
The core benefits to customers who purchase sport products include entertainment, health, and a) promotion b) independence c) achievement d) adaptability
c
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
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 sponsor d) offer free admission coupons to other events
c
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
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
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
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
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
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
Which of the following is an example of marketing the sports 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
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
You are marketing the premiere of a new Lexus model, which will be revealed at a car show in Detroit. You're 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
