EXAM #1 (Ch. 1-3, 5)

Which of the following is NOT a potential type of signage at a sport venue? a. vinyl banner b. radio advertisement c. LED display d. dasher board

b. radio advertisement

Which of the following is true of community relations? a. No current or former athletes have foundations. b. Almost every professional team is involved in various forms of community relations, and many have foundations. c. Athletics departments rarely ask their athletes to be involved in efforts to give back to the community. d. Community relations is common in business, but not in sport.

b. Almost every professional team is involved in various forms of community relations, and many have foundations.

A benefit of the product is a fact that is universal to all customers and difficult to dispute. a. True b. False

b. False

A customer's purchase of a ticket directly from the sport organization itself is likely considered a secondary market purchase. a. True b. False

b. False

Existing customers who have already purchased something are rarely good prospects for additional purchases. a. True b. False

b. False

If a sponsor is purchasing a sign on the outfield wall of a baseball field, the number of fans who attend would be a feature. a. True b. False

b. False

If the customer has an objection to the product, it is probably not a good fit for them. a. True b. False

b. False

Sponsorship spending continues to decrease on a global basis and within North America. a. True b. False

b. False

Sport ticketing originated in the United States. a. True b. False

b. False

The most popular channel for activating sponsorships is social media, and Twitter is the media platform most often used (95 percent of sponsors). a. True b. False

b. False

The primary purpose of ticket "sales" at the Coliseum was to generate revenue. a. True b. False

b. False

The salesperson's job is over after the customer has paid for the product. a. True b. False

b. False

Throughout U.S. history, football has always led the other sports in attendance and revenue from ticket sales. a. True b. False

b. False

Typically, B2C sales requires a deeper technical knowledge than B2B sales does. a. True b. False

b. False

Which of the following is NOT true of blogging? a. A blog refers to a frequently modified web page in which dated entries are listed in reverse chronological sequence. b. Websites are updated more frequently than blogs. c. Bleacher Report is an example of a popular sport blog. d. Bloggers can make money through readers clicking on advertisements on the blog.

b. Websites are updated more frequently than blogs.

Which of the following would be an example of goods and NOT services in sport? term-30 a. beers sold at a ballpark b. a corporate event held in the stadium luxury suites c. agreeing to print a sponsor logo on the back of game tickets d. selling tickets to a game

b. a corporate event held in the stadium luxury suites

Which of the following activities is an example of content marketing? a. a sport team hosting a youth activity day at their stadium b. a fitness club creating and posting videos with workout ideas and exercise technique c. a nonprofit agency hosting a day-long bike ride to raise funds d. a restaurant purchasing digital signage at a sports venue

b. a fitness club creating and posting videos with workout ideas and exercise technique

Which of the following is NOT a functional area in the sport industry? a. operations b. college sport c. marketing d. communications

b. college sport

Which of the following is an example of prospecting? a. explaining the features and benefits of a product b. finding potential buyers' email addresses on social media c. handling an objection by deflecting the negative feature with a more positive one d. asking for the sale with an open-ended question

b. finding potential buyers' email addresses on social media

The idea of ___________ is a recent trend in sport sponsorship that uses not only celebrity endorsements but also personalities who would never be considered famous in an offline setting. a. social media b. influencer marketing c. promotional marketing d. none of the above

b. influencer marketing

According to Pierce et al. (2012), which transferrable skills were NOT one of the most common for sport sales job postings? a. communication b. love of the sport organization hiring c. work ethic d. ability to withstand long hours

b. love of the sport organization hiring

Which of the following would be an example of shotgunning? a. asking for the sale shortly after the conversation begins b. naming a list of inventory items and asking which one the customer wants c. asking the customer if they have any friends they would be willing to refer for tickets d. deflecting a negative objective with a positive feature of the product

b. naming a list of inventory items and asking which one the customer wants

Asking your university if you can help make phone calls to alumni is an example of which of the following ways a student can prepare for a sales job? a. take courses b. network c. volunteer d. role-play

b. network

Aramark runs all of the concessions at James Madison University. Which of the following does this example best illustrate? a. prospecting b. outsourcing c. contracting d. public relations

b. outsourcing

Which statement is most likely to be a want and NOT necessarily a need? a. "I like to sit as close as possible to the 50-yard line." b. "I live out of town so I cannot make it to an entire season." c. "I need four tickets together so that my children can sit with me." d. None of the above are likely to be wants; all are needs.

a. "I like to sit as close as possible to the 50-yard line."

Which of the following is most likely to be used as a trigger statement? a. "Spending time with my family is the number one reason I attend games." b. "Location isn't as important as getting a good deal for my money." c. "I usually come to two or three games per year." d. "I do not come to games very often because they are too expensive."

a. "Spending time with my family is the number one reason I attend games."

How much of the salesperson's time should be spent speaking compared with the time the customer spends speaking? a. 80 percent from the customer, 20 percent from the salesperson b. 50 percent from the customer, 50 percent from the salesperson c. 20 percent from the customer, 80 percent from the salesperson d. the salesperson should carry as much of the conversation as possible

a. 80 percent from the customer, 20 percent from the salesperson

How much of the salesperson's time should be spent speaking compared with the time that the customer spends speaking? a. 80 percent from the customer, 20 percent from the salesperson. b. 50 percent from the customer, 50 percent from the salesperson. c. 20 percent from the customer, 80 percent from the salesperson. d. The salesperson should carry as much of the conversation as possible.

a. 80 percent from the customer, 20 percent from the salesperson.

Which of the following is an example of outsourcing? a. Centerplate offers toasted grasshoppers tossed in chili lime salt at Safeco Field in Seattle. b. Peanuts are a hit for concessions at the stadium in Houston, Texas. c. The booster club sells concessions for Spotswood High School in Virginia. d. Everyone pitches in to help at the merchandise stand in Toronto.

a. Centerplate offers toasted grasshoppers tossed in chili lime salt at Safeco Field in Seattle.

Which stadium featured the first defined luxury boxes? a. Houston Astrodome b. Memorial Colosseum c. Soldier Field d. Madison Square Garden

a. Houston Astrodome

_____ is a multimedia messaging app that allows users to take pictures or videos and send messages that are available only for a short time before they become inaccessible to their recipients. a. Snapchat b. Facebook c. Twitter d. Instagram

a. Snapchat

_______ is the acquisition of rights to affiliate or directly associate with a product, person, organization, team, league, or event for the purpose of deriving benefits related to that affiliation or association. a. Sponsorship b. Marketing c. Partner d. Sponsee

a. Sponsorship

A customer's needs are factors of the purchase that would be likely to prevent them from buying if they are not met. a. True b. False

a. True

Goods and services are both products of a business. a. True b. False

a. True

Judging the quality of a service is often difficult because the product cannot be picked up or inspected for quality. a. True b. False

a. True

NFL sponsorships increased by over 100 percent between 2006 and 2017. a. True b. False

a. True

Regardless of your personality, age, or background, you can learn to sell. a. True b. False

a. True

The idea of a broad and diverse industry suggests one where one end of the continuum consists of elite sport competition and the other end sport-for-all. a. True b. False

a. True

Ticket sales requires a larger volume of contacts than most other forms of sport sales. a. True b. False

a. True

Traditionally, sport organizations have sold tickets based on a fixed-pricing model that holds prices constant throughout the year for an event. a. True b. False

a. True

Which of the following refers to skipping the majority of the conversation and asking for the sale very early in the conversation? a. bulldogging b. shotgunning c. redirecting d. inflating

a. bulldogging

What is the ultimate goals of a salesperson? a. close the sale by developing a relationship with the person making the decision b. increase their network of potential customers c. reach the decision maker so that a sale can be made d. develop relationships with colleagues who can connect them to customers

a. close the sale by developing a relationship with the person making the decision

A number of studies suggest that rating high in _____ is a predictor of successful sales performance. a. conscientiousness b. rate of return c. timeliness d. desire

a. conscientiousness

If a sales representative for a minor league baseball team sold a ticket to a food festival taking place in the stadium during the off-season, which type of selling would this be? a. cross-selling b. upselling c. auxiliary selling d. overselling

a. cross-selling

Electronic inventory can also be referred to as a. digital marketing b. digitization c. outsourcing d. marketing technology

a. digital marketing

Which of the following lists is the best way to prepare for a job in the sport industry? a. intern, volunteer, take courses, role-play, network b. intern, call friends, volunteer, network, role-play c. intern, volunteer, make decisions, network, role-play d. intern, network, role-play, call friends, volunteer

a. intern, volunteer, take courses, role-play, network

Advertising is more related to ________, whereas sponsorship is more related to _________. a. short-term objectives; long-term benefits b. subtle marketing; goodwill c. short-term goals; long-term benefits d. none of the above

a. short-term objectives; long-term benefits

Companies are becoming increasingly creative in how they are sharing and placing their brands in sport. a. true b. false

a. true

Renewal ticket sales often have a lower commission for the sales representative. a. true b. false

a. true

Which of the following terms refers to adding additional or premium products to an existing customer's order? a. upselling b. closing c. probing d. pitching

a. upselling

Which of the following usually separates a new sale from a renewal sale? a. whether the customer purchased tickets in the previous year b. whether the tickets are for business (B2B) or personal (B2C) use c. how much the customer is spending on tickets d. whether the sale was from an outbound or inbound lead

a. whether the customer purchased tickets in the previous year

Which of the following is often known as the lifeblood of sport organizations? a. group tickets b. season tickets c. individual game buyers d. partial packages

b. season tickets

Which of the following is an example of an organization not generating enough revenues? a. NCAA athletics departments selling tickets b. the Kansas City T-Bones delinquency in paying utility and lease payments c. a fundraiser organizing an auction d. a team selling jerseys and other merchandise

b. the Kansas City T-Bones delinquency in paying utility and lease payments

Which of the following is most likely to be a benefit and NOT a feature of a product? a. the number of fans who attend the game b. the adrenaline rush of a buzzer-beater ending c. the seat location relative to the field or court d. the free food included in the price of club level seating

b. the adrenaline rush of a buzzer-beater ending

Which of the following would best describe the comment "Tickets are selling fast, so we need to get you locked in soon." a. bulldogging b. urgency statement c. deflection d. open-ended response

b. urgency statement

Electronic inventory includes all of the following EXCEPT a. mobile applications b. vinyl banner c. social media d. blogging platforms

b. vinyl banner

When can support statements be used during a conversation? a. while probing for information b. while providing solutions c. while proposing an offer d. at any time

b. while providing solutions

Which response is most appropriate to handle a performance objection? a. "You're right, we really do stink. But maybe this year we can turn it around!" b. "I disagree. I think the team was really good last year." c. "I'm sorry you're upset about our performance, but there are a lot of other reasons to attend." d. All of the above would be appropriate.

c. "I'm sorry you're upset about our performance, but there are a lot of other reasons to attend."

Which of the following is an example of an outbound sale? a. A customer walks up to the gate and purchases a ticket on game day. b. A customer purchases tickets on the team's website. c. A sales representative calls a potential customer who ends up buying season tickets. d. All of the above.

c. A sales representative calls a potential customer who ends up buying season tickets.

_____ refers to the many modern advertising techniques used online, particularly social media, blogging platforms, pay-per-click (PPC), advertising, content and video, and mobile applications. a. Digitization b. Marketing c. Electronic inventory d. Fundraising

c. Electronic inventory

_________ and _________ are often interchangeable terms when dealing with sponsorship. a. Team; group b. Sponsee; gatekeeper c. Sponsor; partner d. both b and c

c. Sponsor; partner

Which objection is most likely to be one that a sales representative cannot overcome? a. The tickets that the customer had last year are too expensive for them this year b. The customer is unhappy with any of the seating locations available. c. The customer has moved and no longer resides within traveling distance. d. The friends who used to come with the customer no longer want to go to games.

c. The customer has moved and no longer resides within traveling distance.

Which of the following is used to combine features of the product with benefits to the customer? a. a sales pitch b. a support statement c. a transition statement d. an upsell

c. a transition statement

Why do influencer marketers have power over brands? a. because influencer marketing has been used for so many years b. because of their traditional brand awareness c. because of their authority, knowledge, position, or size of their social media following d. because influencers are so famous outside of the online setting

c. because of their authority, knowledge, position, or size of their social media following

Which of the following methods of handling an objection includes countering a negative feature by re-emphasizing a positive feature? a. support statement b. transition statement c. deflection d. rebuttal

c. deflection

Which of the following is a goal of relationship selling? a. convincing the buyer to buy the most expensive option they can afford b. making sure that customers are never upset about the price of the product c. ensuring that the customer is satisfied with what they got for their money d. keeping a customer from downgrading to cheaper tickets

c. ensuring that the customer is satisfied with what they got for their money

Jobs in sport vary in terms of _____ and _____ of the industry. a. department; depth b. department; reputation c. functional area; segment d. functional area; length

c. functional area; segment

Which of the following elements is NOT what Kurlan (2009) considered critical to sales success? a. outlook b. responsibility c. judgment d. desire

c. judgment

Any potential client or customer who has not been qualified as a _____ is a _____. a. volunteer; lead b. lead; prospect c. prospect; lead d. lead; volunteer

c. prospect; lead

Which of the following is NOT recommended when a customer complains that the price of a ticket is too high? a. bringing up positive features of the product b. offering other options that may be better suited to the customer's budget c. rebutting the customer by telling them that the price is actually fair d. none of the above

c. rebutting the customer by telling them that the price is actually fair

Which of the following is the area where you are LEAST likely to find a sales job in sport? a. ticketing b. sponsorship sales c. technology d. merchandising and concessions

c. technology

Which of the following reinforces the idea that the salesperson should not always ask the customer to buy something every time they contact them? a. countering objections b. the 80-20 rule c. the 3-to-1 rule d. dynamic pricing

c. the 3-to-1 rule

Which of the following is an example of an open-ended question? a. "Is that all you would like today?" b. "Are you interested in luxury suites?" c. "Is your budget for this year the same as last year?" d. "How did you like the seats you had last year?"

d. "How did you like the seats you had last year?"

How much gate revenue is estimated to be generated by sport each year? a. $2 billion b. $8 billion c. $12 billion d. $18 billion

d. $18 billion

What could be the benefit for a ticket that features a lower cost but a less desirable view? a. "This season ticket is so affordable that you can miss a game or two and still save money!" b. "This season ticket allows you to experience the exciting atmosphere without breaking the bank!" c. "The price of this ticket saves you enough money that you can enjoy more concessions in the park!" d. All of the above.

d. All of the above.

Which of the following is NOT a key difference between B2B and B2C sales? a. B2B involves a longer decision-making process than B2C. b. B2B involves a smaller number of stakeholders than B2C. c. B2B relationships are generally lengthier than B2C. d. B2C sales typically generate more revenue than B2B sales.

d. B2C sales typically generate more revenue than B2B sales.

Which of the following is true regarding membership dues? a. Around 10,000 adults pay membership dues in the United States. b. Most fitness centers charge greens fees. c. The industry average for membership fees at gyms, fitness, and health clubs is $500 per month. d. Moorings fees are time-based fees applied to a vessel for the use of buoys.

d. Moorings fees are time-based fees applied to a vessel for the use of buoys.

_____ is defined as turning over all or part of an organizational activity to an outside vendor. a. Community relations b. Contracting c. Prospecting d. Outsourcing

d. Outsourcing

Which of the following is NOT a step in the PRO method? a. PROspect b. PROvide c. PROtect d. PROduct

d. PROduct

Which describes a secondary benefit to the employer in a B2B sale? a. The employee's kids have a great time at a game and become fans. b. The employee has a great time at the game and cannot stop telling friends and family. c. The employee enjoys the game and feels appreciated by their employer. d. The employee gets a free hot dog from a promotion and does not have to buy dinner.

d. The employee gets a free hot dog from a promotion and does not have to buy dinner.

Which of the following is NOT an example of a due, fee, or permit? a. a health club charging for membership, whether monthly or annually b. a private country club requiring an initial payment and monthly payments c. a public golf course charging greens fees d. a sports radio station charging for ten 30-second radio spots

d. a sports radio station charging for ten 30-second radio spots

If the salesperson says, "Yes, I agree. This is definitely a good deal," to show their agreement with the customer, what is this response called? a. a customer pitch b. a follow-up call c. an upsell d. a support statement

d. a support statement

What are some characteristics of an effective salesperson? a. a person with empathy b. a person with a strong belief in the product c. a person with ego drive d. all of the above

d. all of the above

Which of the following is affected indirectly by ticket sales? a. ancillary revenues such as concessions and parking b. prestige of the event c. atmosphere of the event d. all of the above

d. all of the above

Which of the following is an example of additional flexibility for the ticket sales customer? a. season-long memberships b. allowing fans to redeem unused tickets for future games c. offering social areas and lounges in addition to regular seating d. all of the above

d. all of the above

Which of the following is an important component of generating revenues? a. a college athletics director understanding fundraising b. students understanding revenue generation and having the ability to monetize multiple inventories c. sport managers and marketers who are able and willing to facilitate a sales process that helps their organization sustain their market position within a highly competitive industry d. all of the above

d. all of the above

Which of the following is required to qualify the prospect as a potential customer? a. the prospect's address b. the availability of the inventory the prospect called for c. the appropriate budget to afford the inventory d. all of the above

d. all of the above

Which of the following may be an example of a gatekeeper? a. a secretary or assistant to the prospect b. a spouse of the prospect c. a fellow employee of the prospect d. all of the above

d. all of the above

Which of the following ticket inventories may be a good fit for a B2B customer? a. season tickets b. group tickets c. luxury or premium seating d. all of the above

d. all of the above

Which of the following is NOT a sector of the sport industry? a. fitness and recreation b. advertising and marketing c. NCAA sports d. cruise lines

d. cruise lines

Which of the following would describe a strategy in which ticket prices may change throughout the year? a. price lining b. fixed pricing c. prestige pricing d. dynamic pricing

d. dynamic pricing

Which of the following is the common term for ticket inventory sold to large groups? a. B2C tickets b. bulk ticketing c. dynamic tickets d. group tickets

d. group tickets

Which word is most likely to begin a closed-ended question? a. how b. why c. what d. is

d. is

Which of the following is an example of a customer referral? a. leads discovered from an alumni fan page on Facebook b. leads drawn from a database of previous buyers c. leads found from a common interest of the salesperson d. leads offered from an existing customer

d. leads offered from an existing customer

Which of the following seats typically have the most varying features to them, making step 2 of the PRO method (probing for wants and needs) extremely important? a. individual tickets b. group tickets c. walk-up ticket sales d. luxury and premium seating

d. luxury and premium seating

Which of the following refers to the information a salesperson gathers from a prospect? a. agent disclosure b. interaction intensity c. cooperative intentions d. none of the above

d. none of the above

Which pricing method refers to having multiple price points based on various benefits? a. price sensitivity b. dynamic pricing c. secondary ticketing d. price lining

d. price lining

What are the six fundamental principles of persuasion, according to Cialdini? a. attentiveness, consistency, reciprocation, social proof, authority, and liking b. reciprocation, consistency, reciprocation, social proof, authority, and adherence c. reciprocation, consistency, reciprocation, social proof, attentiveness, and adherence d. reciprocation, consistency, liking, social proof, authority, and scarcity

d. reciprocation, consistency, liking, social proof, authority, and scarcity

Which of the following is found in business-to-business (B2B) sales, but NOT in business-to-consumer sales (B2C)? a. objections to the sale b. prospecting for potential customers c. support statements d. secondary benefits to the buyer

d. secondary benefits to the buyer

Which of the following information is NOT recommended for leaving good voicemails? a. contact information such as name and phone number b. basic information such as who you are calling on behalf of c. a request to be called back d. the price of the products that you offer

d. the price of the products that you offer