Sports Marketing Midterm (Ch. 1, 2, 4, 5)

All of the influences within the organization that affect the strategic sports marketing process are known as _____. a. internal contingencies b. internal technologies c. organizational culture d. organizational strategies e. external contingencies

A

Direct competition for a Reds baseball game includes _____. a. a high school baseball game b. the Kings Island Amusement Park c. a Bengals football game d. a University of Cincinnati basketball game e. none of the above

A

Friends, coworkers, and other non-family members to whom the participant looks for guidance in choosing whether to play a sport are _____. a. reference groups b. referral groups c. initiators d. purchase mentors e. none of the above

A

High-identification fans should mean _____. a. decreased performance outcome sensitivity b. lower player identification c. increased scoreboard quality d. lower fan resistance to ticket price increases e. none of the above

A

One behavioral learning theory of importance to sports marketers is _____. a. operant conditioning b. social conditioning c. group conditioning d. social learning e. both c and d

A

Sports fans who still support their favorite team when it is in a losing streak can be said to exhibit _____. a. high identification b. managerial benefits c. economic value d. selective diversion e. selective identification

A

Sports marketers would use an individual's _____ profile and the likelihood of participating in a particular sport. a. personality b. motivational c. social needs d. esteem needs e. both b and d

A

The sports product map consists of the following two dimensions: _____ and _____. a. goods/services; tangible/intangible b. spectators/consumers; products/suppliers c. goods/services; body/mind d. body/ideas; producers/intermediaries e. goods/body; service/mind

C

Watching others participate in sports and learning from them is called _____. a. behavioral learning b. cognitive learning c. social learning d. operant learning e. none of the above

C

When the sports marketer is conducting an information search, he/she will use external sources. All of the following are examples of external sources EXCEPT _____. a. personal sources b. marketing sources c. experiential sources d. situational sources e. none of the above

D

Actions performed when searching for, participating in, and evaluating sports activities that consumers feel will satisfy their needs is described as _____. a. the simplified model of the consumer-supplier relationship b. internal factors of participation c. situational factors d. participant consumption behavior e. none of the above

D

Evidence of growth in the sports industry includes _____. a. the number of people attending sporting events b. the amount of spending on media coverage of sports c. an industry generating $200 billion a year d. all of the above e. none of the above

D

Sports participants can be best described as consumers who _____. a. purchase sporting goods b. play sports for fun c. engage in both unorganized and organized sports d. engage in organized sports only e. both a and b

C

According to the text, _____ elements examine the big picture, or the national income, while _____ elements are those smaller elements that make up the big picture. a. microeconomic; macroeconomic b. macroeconomic; microeconomic c. macroeconomic; external d. external; microeconomic e. internal; external

B

Layout accessibility refers to _____. a. scoreboard design b. whether or not fans can move freely about the stadium c. the relationship between luxury suites and general seating d. the ease of reading a team's ads and programs e. all of the above

B

The fan motivation factor that is based on the notion that fans like to attend games because the events are exciting to the senses is called _____. a. diversionary b. aesthetics c. eustress d. need for affiliation e. both a and b

C

A firm's attempt to continually acquire information on events occurring outside its organization in order to identify and interpret potential trends is called _____. a. external planning b. external contingencies c. environmental scanning d. internal contingencies e. external marketing resources

C

A growing area of the sports industry is referred to in the text as personal training. The products that are included in this area of the sports industry are _____ and _____. a. fitness centers; health services b. sports camps; instruction c. both a and b d. sports equipment; sports collectibles e. fitness centers; sports memorabilia

C

According to the text, the physical surroundings of a venue that impact spectators' desire to stay at the venue and ultimately return to the venue are called _____. a. ambience b. mise-en-scène c. sportscape d. raison d'être e. sportqual

C

BIRGing and CORFing are manifestations of _____. a. sports involvement b. selective perception c. self-esteem enhancement d. selective retention e. both a and d

C

Fans who attend sporting events primarily for the social interaction or entertainment benefit of the event are said to possess _____. a. high-level fan identification b. medium-level fan identification c. low-level fan identification d. unfocused fan identification e. none of the above

C

Marketing the sport of tennis based on participants' desire to feel better about themselves is an example of which level of Maslow's hierarchy of needs? a. physiological b. self-actualization c. esteem d. social e. none of the above

C

One major area of the legal environment for sport marketers to consider is _________, which deals with billions of dollars of sports-licensed merchandise. a. Title IX b. breach of contract c. trademark violations d. new telecommunication laws e. both a and c

C

One reason that the contingency approach is especially useful for sports marketers is that the sports environment is _____. a. very complex b. very certain c. full of uncontrollable factors d. basically a positive experience e. none of the above

C

Personality, motivation, learning, and perception are some of the basic _____ or _____ factors that will be unique to each individual and guide sports participation decisions. a. psychological; external b. psychological; esteem c. psychological; internal d. psychological; self-actualization e. none of the above

C

According to the text, _____ or _____ factors are those influences outside the individual participant that affect the decision-making process. a. psychological; internal b. psychological; external c. sociological; internal d. sociological; external e. both a and c

D

According to the text, an organization is marketing oriented when it engages in which of the following activities? a. intelligence generation b. intelligence dissemination c. responsiveness d. all of the above e. none of the above

D

According to the text, _____ is defined as the complex process of selecting, organizing, and interpreting stimuli such as sports. a. selective attention b. self-motivation c. selective retention d. perception e. selective interpretation

D

According to the text, the exchange process is central to any successful marketing strategy. For this process to occur, which of the following conditions must be satisfied? a. There must be at least two parties. b. Each party must have something of value to offer the other. c. Each party must be free to accept or decline the offer. d. Each party must believe it is desirable to deal with others. e. all of the above

E

Consumers of sport include _____. a. media b. agents c. corporations d. people e. both c and d

E

Examples of sports products include _____. a. sporting events b. athletes c. corporations d. financial institutions e. both a and b

E

In the operational-level strategy, which of the following is NOT one of the levels? a. promotion b. product c. price d. sponsorship e. population size

E

Which of the following would NOT be a demographic factor for game attendance? a. age b. gender c. occupation d. education e. All of the above are demographic factors for game attendance.

E

According to the text, which of the following is the LEAST motivating of all the factors? a. economic value b. eustress c. entertainment d. diversion from everyday life e. need for affiliation

A

A limited period of time during which the characteristics of a market and distinctive competencies of a firm fit together well and reduce the risks of seizing particular market opportunity is called _____. a. a strategic window b. a SWOT c. external scanning d. environmental factors e. audit scanning

A

A marketing orientation is described as _____. a. understanding the consumer's needs while achieving the organization's objectives b. the coordinated set of elements that sports organizations use to meet their marketing objectives and satisfy consumer needs c. a sports organization that will do anything to satisfy its consumers d. sharing the information gathered to make market decisions e. all of the above

A

According to the text, a sport's organizational objectives stem from the _____ and _____ statements. a. vision; mission b. goal; vision c. mission; goal d. organizational; mission e. none of the above

A

According to the text, during _____, consumers realize they have a need that is not presently being met. a. problem recognition b. situational recognition c. problem definition d. external recognition e. internal problem solving

A

Sports marketing is defined as _____. a. the specific application of marketing principles and processes to sports products and to the marketing of nonsports products through the association with sport b. the exchange process applied to sports products c. the selling of athletics, sports entities, and sponsorship to consumers of sport d. the set of elements that sports organizations use to meet their marketing objectives and to satisfy consumer needs e. none of the above

A

The text uses a model to show relationships between spectators and participants from different sports. According to this model, which of the following would have the highest spectator-to-participant involvement? a. golf spectators; golf participants b. professional basketball spectators; basketball participants c. NASCAR spectators; NASCAR participants d. running spectators; running participants e. none of the above

A

Types of _____, also known as levels of problem solving, are habitual problem solving, limited problem solving, and extensive problem solving. a. consumer decisions b. consumer problems c. economic decisions d. internal decisions e. both c and d

A

Which one of the following is an example of producers/intermediaries? a. corporations/sponsors b. sporting goods/teams c. spectators/teams d. sporting goods/users e. none of the above

A

According to the text, the foundation of any strategic sports marketing process is understanding why spectators attend sporting events or _____. a. environmental factors b. fan motivation factors c. sociological factors d. psychological factors e. none of the above

B

Because of the learning and perceptual processes, consumers develop _____ toward participating in sports, consisting of learned thoughts, feelings, and behaviors toward some given object. a. conditions b. attitudes c. goals d. characteristics e. none of the above

B

In attempting to express its changing role in a dynamic business environment, a team may state that it provides an experience that is entertainment based. This simple phrase is, in effect, a(n) _____. a. organization statement b. mission statement c. business objective d. vision statement e. external contingency

B

Marketers of sporting events at any level realize their true competition is other forms of entertainment. This is known as _____ competition. a. direct b. indirect c. professional d. minor e. both a and b

B

Seating comfort and layout accessibility are both directly related to _____. a. pleasure b. perceived crowding c. desire to stay at the game d. sportscape e. both a and c

B

The _____ is (are) the foundation of the model of participant consumption. a. internal factors b. decision-making process c. situational factors d. participant consumption behavior e. none of the above

B

The relationship between sport and entertainment can be best described as _____. a. suffering from marketing myopia b. things that we engage in for pleasure c. spontaneous d. things that we actively participate in e. things that make us better individuals

B

The simplified model of the consumer-supplier relationship attempts to _____. a. detail every complex marketing exchange in the sports industry b. provide a structure for the complexities of the sports industry c. examine sports products and the consumers who purchase these products d. gather information for sports marketing decisions e. disseminate information for sports marketing decisions

B

Which of the following best illustrates sports marketing? a. St. Louis Cardinals developing a Mark McGwire coin for a game-day promotion b. The USTA designing a plan to increase tennis participation c. Buy.com sponsoring a professional golf tour d. A school's athletic department promoting Drug Awareness Week e. All of the above illustrate sports marketing.

B

Which of the following is NOT one of the four stages of the business cycle? a. prosperity b. race c. recovery d. recession e. depression

B

_____ refers to the interior and exterior appearance of the stadium. a. Stadium accessibility b. Facility aesthetics c. Scoreboard quality d. Seating comfort e. Space allocation

B

Relatively homogeneous divisions within a society that contain people with similar values, needs, lifestyles, and behaviors are called _____. a. reference groups b. minicultures c. social classes d. social groups e. none of the above

C

The _____ environment consists of natural resources and other characteristics of the natural world that have a tremendous impact on sports marketing. a. political b. legal c. physical d. regulatory e. none of the above

C

The three broad parts of the contingency framework include _____. a. external contingencies, the sports marketing exchange, internal contingencies b. external contingencies, the sports marketing mix, internal contingencies c. external contingencies, strategic sports marketing process, internal contingencies d. external contingencies, sports marketing selections, internal contingencies e. external exchanges, sports marketing contingencies, internal sport processes

C

Which of the following is NOT considered a part of the demographic environment? a. size of population b. age c. shifts in ethnic groups d. social trends e. both b and d

D

Licensing is especially important to the sports industry because _____. a. professional teams make the majority of their revenues through licensing b. licensing helps make consumers aware of professional teams c. the majority of licensed products sold are sports apparel d. it helps professional sport teams to sell more season tickets e. both b and c

E