SEM- Final Exam Questions

Which of the following marketing activities involves responsibility for a sport organization's licensing activities: (5 points) -Community relations -Sales -Public relations -Merchandising

Merchandising

Which of the following do event organizers often include in an event to add interest and excitement to the event: -Celebrity appearance -Long intermission -Sponsor -Dress rehearsal

celebrity appearance

What is a guideline for businesses to follow when creating mailing lists? -Choose individuals who want the e-mail -Identify all people in a certain area -Obtain names from local competitors -Ask employees for names of relatives

choose individuals who want the e-mail

Which of the following marketing activities involves planning sport camps and answering fan mail for a sport organization: (5 points) -Market research and development -Media relations -Community relations -Promotions

community relations

Which of the following sources is the most appropriate for obtaining primary marketing information about fans' opinions about a rock band's new album: -Concession vendors -Concert attendees -Event ushers -Facility managers

concert attendees

Which of the following products is licensed merchandise: (4 points) -Key chain -Concert T-shirt -Hockey helmet -Nike sweatband

concert t-shirt

When a sport organization employee creates a promotional script for a sport announcer to read during a pregame award ceremony, the employee should -identify name pronunciations that might be difficult to read. -include a joke in the introduction to capture the audience's attention. -make sure the final copy is single-spaced and the typeface is bold. -number the copy pages in reverse chronological order.

identify name pronunciations that might be difficult to read

The part of a print advertisement that is often noticed first by readers is the -copy. -business identification. -illustration. -white space.

illustration

Which of the following is a qualitative media factor used in the selection of promotional media: -Cost per thousand -Frequency -Reach -Impact

impact

Something that will fulfill a customer's specific desire or need is a(n) -rebate. -incentive -"out-of-the-box" idea. -advertisement.

incentive

Which of the following is a sport/event good made available through a sport/event service: (4 points) -Workout session with a personal trainer -Tennis racket repair at a country club -Water bottle sold at a health club pro shop -Aerobics classes at a health club

water bottle sold at a health club pro shop

An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was the cost per GRP? -$712.50 -$975.50 -$487.50 -$585.50

$487.50

Which of the following usually is a characteristic of the sport/event industry: -Communicates with a limited audience -Provides products that are different for each consumer -Manages a worldwide media network -Employs only those people who have athletic ability

-provides products that are different for each consumer

What is the percentage of reach for a local radio sporting-goods advertisement if the target audience is 875,000 18-30-year-old males and 393,750 of the target audience is exposed to the message? -35 -30 -40 -45

45

Which of the following positions is a sport-marketing position: (5 points) -Chief Financial Officer -Director of Hockey Operations -Head Coach -Advertising Director

Advertising director

Which of the following is most likely to be visible to search engine spiders: -Java applets -Images -HTML text -Flash files

HTML text

When a performer expands into international markets, an important consideration for his/her promotional efforts is that it is often necessary to -use the same advertising strategies with all markets. -develop different brands for each market. -assume that literal language translations are acceptable. -adapt promotional messages for each market.

adapt promotional messages for each market

A stadium designed with more female rest rooms than male rest rooms is responding to which of the following customer expectations: -Adequate facilities -Aesthetics -Dedicated usage -Sense of safety

adequate facilities

Which of the following marketing activities involves creating copy and illustrations for a sport organization: (5 points) -Sales -Merchandising -Media relations -Advertising

advertising

Which of the following is one of the main features of a sport product: -Tickets -Athletes -franchises -Extensions

athletes

The team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain -market segmentation. -brand awareness. -image extension. -financial accountability.

brand awareness

To develop long-term relationships with fans, professional sport teams should -increase licensing fees to ensure profitability. -build emotional connections with them. -have inflexible ticket sales policies. -redesign branding elements.

build emotional connections with them

In precall planning, the salesperson focuses on learning more about the -product. -territory. -customer. -business.

customer

When customizing a presentation, the salesperson determines a prospect's needs by developing a -customer profile. -sales quota. -professional outline. -business proposition.

customer profile

What type of marketing information might a business obtain by monitoring sales invoices? -Service tactics -Customer profiles -Sales territory -Profit margin

customer profiles

Text-message advertising is most likely to be successful when the ads are (5 points) -delivered to the cell-phone numbers of people interested in the product. -sent anonymously. -lengthy in nature. -randomly sent to a mass audience of cell-phone subscribers.

delivered to the cell-phone numbers of people interested in the product

Which of the following is a secondary source of sport/event information: -Computerized surveys -Personal interviews -Demographic reports -Accounting records

demographic reports

Which of the following is a factor that sports and entertainment marketers consider when targeting customers for a specific event: -Expectations -Personalities -Affiliations -Demographics

demographics

When you ask, "How will my customers receive this sales promotion?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing? -Determine delivery. -Determine how to get the news out. -Determine creativity. -Determine incentive.

determine delivery

When you ask, "What does this sales promotion offer to customers?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing? -Determine incentive. -Determine delivery. -Determine creativity. -Determine how to get the news out.

determine incentive

When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective? -Direct mail -Yellow Pages -Newspapers -Billboards

direct mail

Which of the following selling options is one that sport/event marketers are most likely to use to reach individual season ticket holders: -Distribution outlets -Personal selling -Product demonstration -Direct mail

direct mail

Which of the following positions creates the marketing budget for a sport organization:(5 points) -Chief Executive Officer -Director of Development -Director of Sales -Director of Marketing

director of marketing

Which of the following is an example of marketing the sport event: -Selling food products to a concession stand -Delivering exercise bikes to retailers -Distributing information about a NASCAR race -Holding a race for a charitable organization

distributing information about a nascar race

Chloe decided to buy a certain brand of swimwear because she knew it would last for several summers before wearing out. Which dimension of product quality was she most interested in? (4 points) -Durability -Performance -Features -Serviceability

durability

When prices go up or down, the change can affect how much of the sport/event product customers purchase. This is the general principle of -"total cost." -smoothing. -market segmentation. -elasticity.

elasticity

Which of the following would NOT be a business's sponsorship goals: (5 points) -Gaining new customers -Keeping existing customers -Increasing sales -Encouraging competition

encouraging competition

A stadium deciding to place messages and team logos on electronic boards is an example of selecting -network support. -event signage. -media usage. -sponsorships.

event signage

Sponsorship opportunities are available only to large businesses in major cities. (5 points) -False, opportunities are available to small and large businesses in major cities. -True, sponsorships are available only in major cities with major league teams/events. -False, opportunities exist everywhere and in all sizes. -True, only large businesses can afford sponsorship fees.

false, opportunities exist everywhere and in all sizes

To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams and compete against other fans' sport teams. This growing industry is referred to as -online exchange. -data interchange. -game works. -fantasy sports.

fantasy sports

Brian needs to generate some "out-of-the-box" sales promotion ideas for an upcoming tennis tournament. He's not sure how to start, but he does know that the tournament's marketers want to reach the 18-to-35-year-old crowd. How is Brian prepared for inspiration? -He knows his competition. -He knows his target market. -He's brainstorming. -He's putting a new twist on an old idea.

he knows his target market

To help pay for her son's college education, Jenna agreed to wear a temporary tattoo on her forearm that advertises the Rusty Nail Restaurant. Jenna is serving as the restaurant's (5 points) -smisher. -avatar. -human directional. -human billboard.

human billboard

To qualify as a specialty medium, an item must be (5 points) -used for decorative purposes only. -sold to a prospective customer. -delivered through the postal service. -imprinted with the business's name/logo.

imprinted with the business's name/logo

To learn about its target market's needs and wants, a professional soccer league should obtain information from its fans -only when there appears to be a problem. -before it implements organizational changes. -in a proactive and systematic manner. -if ticket sales show short-term improvement.

in a proactive and systematic manner

Conventional thinking, tried-and-true ways of doing things can be described as -ineffective. -"inside-the-box." -exciting. -"out-of-the-box."

inside-the-box

Which of the following is a characteristic of most online banner advertisements: -Selective -Interactive -Productive -Restrictive

interactive

Which of the following is the most crucial step in starting a sport or event marketing career: (5 points) -Education -Internship -Networking -Personality

internship

A formal contract is the preferred form of written agreement between a sponsor and a sport/event entity because it (5 points) -requires signatures of all parties. -can be negotiated. -is legally binding. -spells out the terms of the agreement.

is legally binding

Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have -few distribution intermediaries. -unallocated resources. -limited capacity. -below-market stock value.

limited capacity

Which of the following types of media should an event planner use to promote an upcoming local charity event to the general public: -National newspaper -Local television -Consumer magazine -Direct mail

local television

Most event firms specialize in (5 points) -management. -sponsorship sales. -public relations. -marketing.

management

One reason why television is popular with advertisers is because it is the (5 points) -second-most influential type of advertising media. -least expensive type of advertising media. -only broadcast medium that offers local programming. -medium that delivers more memorable, believable ads.

medium that delivers more memorable, believable ads

Which of the following media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area: -Internet advertising -Airplane banners -Stadium posters -Movable billboard

movable billboard

What might a sports organization offer a business to encourage that business to sponsor an event? -Free advertising -Percent of profits -Naming rights -Partial ownership

naming rights

If the terms of the sponsorship proposal are not acceptable, a business may try to __________ with the sport/event entity. (5 points) -arbitrate -contemplate -negotiate -collaborate

negotiate

Which of the following is an example of ambush marketing: (5 points) -Non-sponsoring business broadcasting commercials during an event -Paying a fee to be a sponsor -Donating goods in exchange for sponsorship privileges -Donating services in exchange for sponsorship privileges

non-sponsoring business broadcasting commercials during an event

Which of the following sport/event products is a sport event: (4 points) -ESPN The Magazine -Premiere of a Broadway play -Ocean kayaking in Alaska -Yankee Stadium

ocean kayaking in alaska

To increase revenue, professional baseball and football teams often sell advertising that appears -in community newspapers. -on the back of tickets. -on national television. -in local magazines.

on the back of tickets

With their permission, Cassandra sends out a monthly electronic newsletter to past customers to advertise her bed-and-breakfast's special events and discounted rates. This is known as (5 points) -publication advertising. -telemarketing. -podcast marketing. -opt-in e-mail marketing.

opt-in e-mail marketing

You're in charge of sales promotion for a famous author's latest book-signing tour. Which of the following would be your responsibility: (5 points) -Writing news releases -Placing ads in the paper -Selling tickets for the author's lectures -Passing out flyers outside the bookstore

passing out flyers outside the bookstore

Which pricing strategy sets prices lower than those of the competition? -Skimming -Stretching -Penetration -Smoothing

penetration

Proper exploitation of sport/event sponsorships encourages (5 points) -sponsorship clutter. -ambush marketing. -people to buy products. -competition.

people to buy products

Your band is having a concert to raise money for charity. You have 15 tickets left and must sell them before the performance on Thursday night. This is an example of a(n) __________ sport/event product. (4 points) -tangible -consistent -perishable -imperishable

perishable

When writing a script for a sales presentation, a salesperson should use language that is -childish, humorous, and spontaneous. -positive, precise, and pertinent. -conceptual, intellectual, and difficult. -complex, intricate, and intense.

positive, precise, and pertinent

Newspapers and magazines are categorized as _____________ media. (5 points) -publication -broadcast -time -direct

publication

Your business wants to sell a shipment of goods by the end of the current work week at the lowest possible advertising cost. Which of the following promotional media would be best: -A direct-mail campaign -Point-of-purchase displays -An ad in next Sunday's paper -Radio spot commercials

radio spot commercials

What do some professional sport teams do to promote renewed interest in a team that is losing support from fans? -Send newsletters -Change sponsors -Increase prices -Redesign logos

redesign logos

Guilt by association, a striking team, and a team having a losing season are examples of sponsorship (5 points) -exclusivity. -risks. -goals. -clutter.

risks

Which of the following sport/event products is a sporting good: (4 points) -Running shorts -Yoga class -NASCAR hat -Sports Illustrated

running shorts

What internal records do many businesses monitor in order to obtain useful marketing information? -Industry projections -Sales reports -Print advertisements -Trade journals

sales reports

How does a professional sport team earn revenue when it permits its games to appear on television? -Sponsoring charitable events -Promoting the games on its web site -Selling broadcasting rights -Participating in merchandising programs

selling broadcast rights

Which of the following is an example of a business's using e-mail in a timely manner: -Addressing messages to individual customers -Targeting groups that subscribe to newsletters -Describing features of expensive products -Sending customers a notice of tomorrow's sale

sending customers a notice of tomorrow's sale

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? -Class and gender relations -Popular athletes -Significant others -Cultural norms and values

significant others

Which pricing strategy sets prices higher than those of the competition? -Skimming -Stretching -Penetration -Smoothing

skimming

Which of the following help create the excitement and enthusiasm that make the games what they are: -Team owners -Spectators -Coaches -Trainers

spectators

A person who sells non-sport products through the use of sport is considered a(n) (5 points) -non-sport marketer. -sport marketer. -advertising marketer. -sport salesperson.

sport marketer

The most basic distinction between goods and services states that goods are ____________ products. (4 points) -branded -tangible -intangible -inconsistent

tangible

Which of the following sport/event products is a non-sport event: (4 points) -University of Nebraska Volleyball Camp -The Annual Concession Workers' Convention -Monday Night Football broadcast -The Little League World Series

the annual concession workers' convention

Which of the following is an example of a newspaper that focuses primarily on the business world: -The Wall Street Journal -The Atlanta Voice -USA Today -El Nuevo Herald

the wall street journal

One of the main differences between professional and amateur athletes is that for the professionals, the game is often -free of charge. -played for enjoyment. -their occupation. -closed to the public.

their occupation

Which of the following statements regarding direct-mail marketing campaigns is true: -They should include a call to action. -They are highly cost-efficient. -They are easy to track. -They should contain detailed data.

they should include a call to action

How is sponsorship success measured? (5 points) -Return on investment -Target reach -Ticket sales -Dollars spent

ticket sales

Which of the following is a reason why businesses should regularly monitor their internal records that contain marketing information: -To prioritize investment goals -To compile regulatory data -To review employment trends -To analyze product performance

to analyze product performance

A sports marketer has developed a sales packet that contains a team brochure, schedule, and a season ticket application. Why should all of the materials have the same basic appearance? -To provide information that is relevant to the upcoming season -To customize the materials to specific groups -To indicate that the materials are all from one organization -To motivate the recipients to open the sales packet

to indicate that the materials are all from one organization

A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time which entitled the business to a -volume discount. -flat rate. -preferred position. -free insert.

volume discount

Assigning workers to their proper posts at a charity run/walk is the responsibility of a (5 points) -volunteer coordinator. -sales promotion coordinator. -public relations director. -vendor coordinator.

volunteer coordinator