Sports Marketing Midterm

cash cows, stars and dogs are terms used to describe organizational products using what marketing model? a. Boston Consulting Group Matrix b. Porter's five forces c. brand positioning map d. product life cycle

Boston consulting group matrix

What is the first stage in building brand equity? a. product differentiation b. team/athlete/product success c. brand awareness d. brand image

Brand awareness

Which marketing model allows organizations to compare consumer perceptions of the key attributes of competing products or services using measures of value and cost? a. Boston consulting group matrix b. brand positioning map c. porter's five forces d. loyalty ladder

Brand positioning map

_______ is the ability of the consumer to name the brand's existence when its product category is mentioned

Brand recognition

the BLIP approach to strategic brand management is an acronym for what? a. build, leverage, identify and measure, protect b. believe, love, integrate, produce c. branding logos and intellectual property d. base, level, investment, perform

Build, leverage, identify and measure, protect

1. Which of these statements describes an application of the 80-20 rule in the field of sport marketing? a. Eighty percent of team revenue should come from tickets, and 20 percent should come from sponsorship. b. Eighty percent of sport event attendees will purchase their tickets before the event, and 20 percent will be walk-up buyers. c. Eighty percent of market consumption comes from 20 percent of the consumers. d. Eighty percent of the marketing budget should be spent on targeted efforts, and 20 percent should be spent on mass-marketing initiatives.

Eighty percent of market consumption comes from 20 percent of the consumers.

Because fan involvement is not just a constant one-way progression, scholars such as Bill Sutton have suggested that a more appropriate analogy depicting fan commitment would be an ___________ rather than an ______________

Elevator, escalator

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. a. True b. False

False

which event is generally credited as the catalyst for the mergence of sport sponsorship a. Michael Jordan's contract with Nike b. the advent of Monday Night Football c. a ban on tobacco advertising d. the launch of ESPN

Launch of ESPN

Which of these makes the sport marketplace unique compared with other industries? a. The sport product is consistent. b. Many competitors are seeking the same consumer spending c. Many fans consider themselves experts. d. Attracting media attention to the product is difficult.

Many fans consider themselves experts.

feeling fans develop toward companies connected to their favorite sport or event when those companies support an activity

Public Relations

The strategic communication process that builds mutually beneficial relationships between organizations and their publics is called...

Public relations

What are the four components of SWOT analysis?

Strengths, weaknesses, opportunities, threats

1. Today's media landscape concurrently enables the amplification and celebration of athlete achievements but also the magnification and exposure of negative athlete actions, both on and off the field. Trueb. False

True

Branding refers to the name, logo, and symbols associated with a sport organization. a. True b. false

True

Which of these is not part of the sponsorship triangular business relationship? a. Media b. sponsored property c. corporate entity d. consumers

a. Media

1. When following the steps of the sales process, effective sponsorship sellers should begin by researching a prospective sponsor's business and by asking questions rather than making sponsorship recommendations. a. True b. False

a. True

the marketing activities or leveraging that a company conduct to promote and execute its sponsorship is called...

activation

What type of promotion is a sign on the side of a bus that talks about season tickets for the upcoming NFL football season? a. advertising b. personal selling c. publicity d. sales

advertising

Which of these is not one of the basic stages of socialization involvement? a. affective b. behavioral c. constructive d. cognitive

affective

Which of these is a component of state-of-mind segmentation? a. geography b. age c. attitudes d. ethnicity

attitudes

What partnership was the first example of a paid athlete endorsement? a. Golfer Arnold Palmer and Ford b. football player Red Grange and Wilson Sporting Goods c. boxer Joe Louis and Coca-Cola d. baseball player Honus Wagner and Louisville Slugger

baseball player Honus Wagner and Louisville Slugger

the words or phrases that come to mind when someone hears the name of a brand are called a. brand awareness b. brand associations c. brand equity d. brand differentiation

brand associations

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to its customers is called a. Extension b. brand equity c. brand association d. fan identification

brand equity

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is referred to as

brand equity

Michael jordans steak house or Jeff gordon wines are examples of... a. brand awareness b. line extensions c. brand extensions d. associations

brand extensions

1. Today's sport organization public relations professionals _____________. a. often have a relatively ample amount of time to react to situations b. can focus strictly on the positive side of athlete and team accomplishments c. can foster a social change through the cultivation of athletes' personal stories d. work strictly with traditional media outlets

c. can foster a social change through the cultivation of athletes personal stories

The ultimate Goal for sport organization public relations professionals is to a. sell more tickets b. develop marketing strategy c. cultivate the most positive image possible for their sport organization react to crisis situations

c. cultivate the most positive image possible for their sport organization

1. In the past few years, sponsors have been eager to engage with a sport team's fan base through __________. a. Hospitality b. Goodwill c. social media d. in-venue signage

c. social media

The frequency, duration and intensity of involvement in sport or willingness to spend money, time and energy in an activity is called... a. commitment b. involvement c. socialization d. attitudes

commitment

Many sponsors, such as banks, airlines, and insurance companies, know that brand loyalties are often formed as young adults. As a result, these companies often establish sponsorship relationships with college athletics departments in order to get their message in front of a coveted audience: college students. This is an example of what sort of sponsorship objective a. brand awareness b. image enhancement c. market segmentation d. community relations

community relations

Which of these is not a key ingredient of a successful sport branding effort in today's marketplace? a. consistently winning team or athlete b. stickiness of an idea c. social identity d. media interest

consistently winning team or athlete

Which of these is not one of the reasons that the sport marketplace is unique to the marketplace of other products? a. Many sport organizations simultaneously compete and cooperate. b. Demand tends to fluctuate widely. c. Sport has an almost universal appeal and pervades all elements of life. d. Consumers have virtually unlimited budgets when it comes to spending on their favorite teams.

consumers have virtually unlimited budgets when it comes to spending on their favorite teams

The sport marketing concept of allowing customers to move up or down in terms of their commitment to the organization is known as __________. a. Activation b. positioning c. affinity elevator d. frequency escalator

d. frequency escalator

Which of these is not a role of the public relations department? a. planning campaigns b. facilitating interviews c. disseminating press releases d. selling season tickets

d. selling season tickets

the concept of the frequency _______ suggests that sports organizations should invest primarily in nurturing existing consumers to make them more avid fans rather than constantly trying to create new ones

elevator

In recent years, Nielsen ratings have become increasingly more important in determining advertising rate costs during sports programming. a. True b. False

false

Income, age, family status, number of children, and profession are all variables in state-of-mind segmenting. a. True b. False

false

Team performance and winning are one of the five strategic components of marketing management within sport organizations. true/false

false

When sport marketers establish a marketing planning process (MPP), the terms strategy and tactics are essentially referring to the same thing. a. True b. False

false

Which of these would be considered a qualitative approach to collecting custom research? a. online season-ticket holder surveys b. in-venue fan intercepts using iPad surveys c. focus groups direct mail poll

focus groups

Which of these is component of state of being segmentation? a. geography b. interests c. attitudes d. opinions

geography

For any public relations professional, what is the key first step in effectively managing a crisis? a. Have a plan. b. Call a press conference. c. Write a press release. d. Be careful not to offer any public opinion on the crisis.

have a plan

The impact of signage is typically measured using a. Impressions b. cost c. size d. marketability

impressions

In the decision making process of a potential consumer, which step follows recognition? a. alternative evaluation b. experience c. purchase decision d. information search

information search

Brand image... a. consists of the logo or marks of a property b. must be established before brand awareness can exist c. is how the brand is perceived by consumers is easy to measure

is how the brand is perceived by consumers

1. The PGA granting EA Sports the rights to use protected logos and images to produce their PGA Tour video game is an example of __________. a. line extension b. brand extension c. licensing d. brand equity

licensing

What type of marketing is conducted by using psychographic segmentation? a. situational marketing b. experiential marketing c. lifestyle marketing ambush marketing

lifestyle marketing

the two thrusts of sport marketing are ____ and ________ sport

of, through

Which of these individual factors has to do with the process by which a person scans, gathers, assesses, and interprets information in the environment? a. socialization b. self-concept c. perception d. cultural norms

perception

which of these would not be considered an environmental factor that affects consumer behavior? a. Technology b. demographic categories c. physical characteristics d. political factors

physical characteristics

which of these is not one of the 5 Ps of the marketing mix? a. price b. place c. popularity d. promotion

popularity

1. The space that a (sport) product occupies in a consumer's mind is called _________. a. market research b. product development c. market segmentation d. positioning

positioning

when the sport marketers use __________ ________ segmentation, the account for consumers who consume the product at various levels of frequency

product usage

What metric measures the star power, popularity, and likability of celebrities, including star athletes, coaches, and sports media personalities? a. positioning b. Q-score c. product extension rating d. differentiation level

q-score

1. What type of research design is represented by focus groups, in-depth interviews, and ethnographies? a. Quantitative b. Qualitative c. mixed methods d. ineffective

qualitative

any data that can be represented numerically is called

quantitative data

1. Which of these is not one of the perceptual issues consumers grapple with when they decide to adopt product innovation? a. relative advantage of the new product b. difficulty in adoption of new product c. divisibility into smaller trial portions d. difference in cost of new product

relative advantage of the new product

Which of these would not be considered syndicated data? a. U.S. census data b. audience measurement (e.g., Nielsen ratings) c. Scarborough report d. results of a customized fan survey distributed to Philadelphia Phillies fans

results of a customized fan survey distributed to Philadelphia Phillies fans

Offering a postgame reception for those who have held season tickets for 10 or more years is a sales promotion directed at ___________. a. attracting a new customer b. increasing frequency of purchases c. rewarding loyalty d. preventing defection

rewarding loyalty

sampling and distributing coupons are examples of what form of promotional marketing actives. a. paid media b. earned media c. sales d. sales promotion

sales promotion

In sports marketing, the process of dividing a large, heterogeneous market into homogeneous groups of people who have similar wants and needs, or demographic profiles is called...

segmentation

Which of these is not considered one of the four primary categories of revenue generation within the sport industry? a. media rights b. sports gambling c. sponsorships d. merchandising

sports gambling

Which of these is not a common way in which brand marketers have used interest in sports to sell their products? a. athlete endorsements b. telemarketing c. in-venue advertising d. media broadcasts

telemarketing

In Kotler's black box model, what does the black box represent? a. product attribute possibilities b. the buyer's mind c. external (environmental) factors d. purchase options

the buyer's mind

Which of these is not a key issue to consider when sport marketers are determining how they might segment a market? a. identifiability of the consumers b. accessibility to the consumers c. the responsiveness of the potential segments d. the design or development of the sport product

the design or development of the sport product

For sport organizations, what revenue source is the "trunk of the sport business money tree" that feeds all other income streams? a. sponsorships b. ticket sales and live attendance c. merchandise and concessions d. media rights

ticket sales and live attendance

A company enters into a naming rights sponsorship agreement with a sport property because the property has its games televised. What benefit is the company seeking? a. to alter or reinforce public perception of the company b. to identify the company with the particular market segments c. to involve the company in the community d. to generate media benefits

to generate media benefits

Community relations can often be at least as effective as media relations in affecting sales, generating positive sentiment, and building long-term relationship with the community a. true b. false

true

Geo-demographic clustering matches age, gender and education profiles true/false

true

In general, public relations is considered a subset of marketing. a. True b. False

true

In general, quantitative data collection is more expensive to produce than qualitative data true/false

true

Naya stated that she thought that New Balance sneakers were high quality and high priced. This belief would constitute the product's position in the marketplace. a. True b. False

true

One thing that makes the sport product unique to market is that the core product is beyond the sport marketers' control, whereas in traditional marketing the marketer has more control over the product. a. True b. False

true

Product development includes the generation, screening and implementation of ideas true/false

true