1.04-1.10 Sports Marketing

When designing an event program for a charity event, it is important to perform which action?

acknowledge the event sponsors

Mask Company set up a hospitality tent outside the Olympics arena. Its goal was to encourage patrons to view it as an Olympics sponsor even though it had not paid sponsorship fees. This is an example of which type of marketing?

ambush

Customers who seem to disagree, question, or look for error in almost everything and everybody are which type of customers?

argumentative

Which is an example of a celebrity endorsing an event simply by being associated with it?

attending a grand opening

Over the years, Wrigley Field has earned a reputation as one of the best places to watch a Major League Baseball game. What does this branding exemplify?

image

Information about sponsorship, cost, marketing opportunities, and audience demographics appearing together is an example of which situation?

inclusion in a sponsorship proposal

A high school basketball team participated in the state championship game last year. It did not participate in the play-off games this year. This is an example of which sports or event product?

inconsistent

What should an employee do to determine whether or not the complaint of a customer is justified?

investigate the problem

A primary reason that large businesses purchase the naming rights to a new sports or event facility is due to which situation?

it provides exclusivity and has potential to maximize exposure

What rule of thumb will help sports or event marketers develop a memorable logo?

it should be clear and simple

Which situation are businesses whose employees regularly make mistakes while taking telephone orders likely to experience?

loss of customers

What might a sports organization offer a business to encourage that business to sponsor an event?

naming rights

What is often one of the first steps in processing an incoming telephone order?

obtaining the name of a customer

Team-related factors that affect brand equity include which components?

performance, coaches, and star athletes

Sarah goes to an exercise class twice a week at a local gym. She participates in the class to maintain a healthy lifestyle and to catch up with her friends. What motivates Sarah to attend the exercise class?

personal improvement and social facilitation

The hostess very pleasantly received a reservation request from Mrs. Jones for eight people. The hostess also stated that the restaurant will provide only one check for parties of eight or more. Mrs. Jones shared her dissatisfaction with this situation. What is the major area of concern for this complaint about the restaurant?

policy

When taking an incoming telephone order, which is an effective way to make sure the order is correct?

read the order back to the customer

What do some professional sports teams do to promote renewed interest in a team that is losing support from fans?

redesign logos

When a customer places an order by telephone, it should include detailed information concerning the order. The salesperson should perform which action?

write down the information

Because the outcome of a match is uncertain, many fans attending a sporting event are motivated by which value of the game?

entertainment

If Coca-Cola is the only soft-drink sponsor of a person's favorite team, the role of Coca-Cola exemplifies which type of sponsor?

exclusive

Ryan loves baseball and plays year-round in several community leagues. He is very goal-oriented, focused, and is out to win every game. In this situation, why does Ryan participate in sports?

he is very competitive by nature

Which is a primary reason that many colleges and universities sell the naming rights for their new football stadiums or basketball arenas?

help pay for construction expenses

Which is an example of a licensed product?

NASCAR earnings

What are most sports or event products classified as?

a combination of goods and services

The relationship between a sponsor and a sports entity is often described as which type?

a partnership

What are royalties?

a percentage of actual sales

Jacob started training for the Boston Marathon several months ago. He was also happy when he finished the marathon in record time. In this situation, Jacob was motivated to run in the marathon for personal growth. Which is the most likely result?

a sense of pride and accomplishment

What is a celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial giving?

a testimony

A good way for salespersons to prevent customer complaints is to perform which action?

accurately determine each need of a customer

A sports or an event organization will use a team name, mascot, and logo as important elements to create and maintain which promotion effort?

brand awareness

NASCAR fans demonstrate which activity when they list the sponsors featured on the car or clothing of their favorite driver?

brand recognition

A celebrity appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of which activity?

cross-promotion

An organization that embeds special watermarks into its ticket design is intending to accomplish which goal?

discourage counterfeiting of tickets

Making the customer feel important and in charge is a good way to handle which type of difficult customer?

domineering or superior

The ultimate purpose of branding in sports or event marketing is to achieve which action?

encourage sales

"I think I will wait until Saturday to download a movie," is a statement that best characterizes which type of customer?

slow or methodical

The action taken by the salesperson in handling customer complaints should be based on which action?

solutions available within the policies of a business

Athletes are often considered to be particularly effective promoting products related to which of their areas?

sports

Sports marketers have an advantage over all other types of licensors in the international marketplace due to which situation?

sports are universally appealing

"I would like to have that in writing before I give you my money"; this statement best describes which type of customer?

suspicious

What should be included in an event program if it is longer than four pages?

table of contents

Which are the most important considerations when designing a logo for a basketball team?

team colors and team name

Which statement is true regarding sports marketing?

the distribution of licensed sports apparel is an effective way to create team and brand awareness

Approximately 85% of season ticket holders for a sports organization live or work within two hours of the home playing field of the team. What factor motivates the decision to buy season tickets?

the geographic location of the stadium

Which is a characteristic of an effective logo for a sport or an event?

timeless

Which is the basis for the licensing process?

trademarked property