MAR 3711 - Sports Marketing Exam 1

According to Lecture 1-1, which of the following was NOT identified as one of the factors that has led to greater politicization of sports and entertainment?

(Player Protests, Owners vs Public Finance, Off-Field Behavior, PEDs, Head Injuries)

According to Lecture 1-1, which of the following was NOT identified as one of the factors driving sports & entertainment's interest in marketing?

(Revenue, Talent Cost, Facility Costs, Operating Costs, Technology Application, Urban Development, Increasing Competition, Ticket Prices, The Economy, Politicization)

In the Class Discussion for Lecture 2, which of the following was identified as a characteristic of sales positions with sports teams?

- Not High Paying Jobs - Entry Level Positions -More Common in NCAA

According to Lecture 1-2, approximately ____ of the US population attends at least one spectator sports event annually?

35%

According to Lecture 1-2, based on event type sports has a market share of approximately ___ of the entertainment market?

40.06%

According to Lecture 1-1, college football ticket buyers on a survey assessing their satisfaction with their purchase gave college football as an experience a grade of ___?

7.1 (Season Ticket Holders 7.0)

Based on data presented in Lecture 4, which of the following is NOT a true statement about soccer becoming the fourth major US sports option?

ALL TRUE: - 49% of US sports fans like soccer - In 2020, 17.8 million Americans played soccer -Kids age 13-17 1.2 million played soccer regularly

In Lecture 4, in the discussion of the emerging new competitive concerns for sports & entertainment which of the following was NOT identified as a concern related to Pandemic, Social Justice, Health, & Environmental Issues?

ALL TRUE: - Do I really need to attend to consume sports or entertainment? - Are athletes/owner's values compatible with fans? - Are fans risking their health by attending? - Are sports or entertainment events damaging the environment?

In Lecture 3, it is suggested that which of the following is NOT one of the factors that influence how fans perceive an event?

ALL TRUE: Experiences (Interaction with other fans, Exposure, and Engagement

In Lecture 3, which of the following was NOT identified as something Fans "want" from their sports or entertainment experiences

ALL TRUE: Fans want to have "fun" (Satisfaction), take pride in their "team" (Identification), and Truth/Honesty/Loyalty (Authenticity)

According to Lecture 1-2, which of the following is NOT a true statement about the domain of sports marketing?

ALL TRUE: Primary spectator experience: Entertainment, "The game not the outcome", social interaction, Interactive activities, service.

In the Class Discussion for Lecture 2, which of the following was NOT identified as an employee background desired by sports organizations?

ALL TRUE: Sports Internship, Social Media Experience/Expertise, Hospitality Experience, Broadcast Media Experience. ALL DESIRABLE EMPOLYEE BACKGROUNDS

In this lecture, which of the following is NOT identified as one of the Biggest Sports & Entertainment Marketing Trends?

ALL TRUE: Women in sports, AR and VR, Social channels, Cause Marketing, and Esports are the biggest sports & entertainment marketing trends

In Lecture 5, what university was identified as penalizing student fans for leaving their football games early?

Alabama

In this lecture, which of the five Biggest Sports & Entertainment Marketing Trends Effects on Competition was identified as the most controversial?

Cause Marketing: There is a migration in the sports industry towards cause marketing as big names use their authority to raise awareness of important issues

According to Lecture 1-1, which of the following was identified as the most important of the social issue effects complicating sports & entertainment marketing?

Consumer Alienation (kneeling during anthem)

According to Lecture 1-2, in the exchange of resources between a sports or entertainment organization and its fan which of the following resources is the most important for the sports or entertainment marketers to obtain?

Contacts

In Lecture 3, it is suggested that today in entertainment contexts entertainment fans typically derive the greatest value from the benefits provided by ___?

Facility

According to Lecture 1-2, today successful sports marketing requires extensive engagement and the KEY to that success is fans' engagement with

Fan to fan engagement

According to the "What Is Sports Marketing video in Lecture 1-2, the expert interview suggested that the job of sports (or entertainment) marketers when engaged in B2B marketing efforts is to generate revenues for their organization from their business partner by ____?

Giving fans what they want

In Lecture 4, which of the following is identified as the most important of the factors driving competition for sports and entertainment organization today?

Home (Technology) Options

According to Lecture 1-1, of the Pandemic Effects identified which was identified as having the greatest effect for sports & entertainment marketers?

Identified Alternatives to In-Person Sports and Entertainment

According to Lecture 1-1, which of the following is currently having the greatest effect on sports & entertainment marketers' efforts?

Increasing Competition

In Lecture 2, which of the following key skills/experiences was identified as the most important relative to securing an entry level position with a sports or entertainment organization?

Internship Experience

In Lecture 2, which of the following were identified as the greatest benefits of a career in sports business/marketing?

Job Contacts

According to Lecture 1-2, which of the major US sports leagues has been the most innovative in recent years?

MLB

In Lecture 4, it is suggested that which of the major US professional sports leagues is the MOST focused on competing for fans?

MLB

In Lecture 4, which of the following US professional sports leagues draws the most fans to its facilities each year?

MLB

In Lecture 4, who was credited with characterizing the competition for sports & entertainment fans as "(W)e are not in the basketball business, we are in the - what do you want to do tonight honey - business?"

Mark Cuban

According to Lecture 1-1, what was identified as the most important of the factors that are driving interest in sports & entertainment from a business perspective?

Media Content

According to Lecture 1-1, which of the following was identified as the most important of the factors complicating sports & entertainment marketing?

Media Exposure and Fragmentation of Market (watch on TV vs in person)

In Lecture 3, it was suggested that the most important thing sports and entertainment fans take with them from an event is ___?

Memories

In Lecture 3, it was suggested that ___ of the "Actor" component of a sports or entertainment facility today which is the most important subcomponent for most fans?

Other Fans

In Lecture 5, it was suggested that ___ is/are most likely to make a Sports or Entertainment event fun.

Other Fans

In Lecture 3, it is suggested that in the dramaturgy approach to event conceptualization the technology found at a sports or entertainment event is considered part of the ____ associate with an event?

Props

According to Lecture 1-1, which of the following is NOT one of the factors that has led to the greater politicization of sports & entertainment ?

Reasons FOR include: Social Justice/Player Protests, Owners vs Public, Off-Field Issues, PEDs, Head Injuries/Risks

According to Lecture 1-1, which of the following is currently the most important of the factors identified as a driver of sports & entertainment organizations' interest in marketing?

Revenue

In Lecture 5, in the assessment of the consumer decision making model for sports & entertainment fans which stage was identified as typically the most troubling for sports & entertainment marketers?

Search

In Lecture 3, in the co-creation of value for users and the sports or entertainment provider to date the greatest contribution to value by fans (i.e. consumers) is attributed to ____?

Self Service

In Lecture 3, it was suggested that ___ of the "Stage" component of a sports or entertainment facility today which is the most important subcomponent for most fans?

Social Areas

According to Lecture 1-2, based on event type which of the following forms of entertainment has the greatest market share?

Sports

In Lecture 4, it is suggested that in October 1972 the first known video game competition took place at ____?

Stanford University

In Lecture 3, it was suggested that ___ of the "Props" component of a sports or entertainment facility today which is the most important subcomponent for most fans?

Technology

In this lecture, it is suggested that of the forces affecting the behavior of the new (youngest) generation of sports consumers, ___ has the greatest effect?

Technology (Social Media Access and AI&AR are coming)

In Lecture 4, it is suggested that the first varsity eSports team was organized at ___?

Univeristy of Utah

In Lecture 3, in terms of the role of the "crowd" in the conceptualization of a sports or entertainment product, the BEST description of fans is that they are _____?

a. "Actors" in search of a role

In Lecture 4, it is suggested that the most realistic of the traditional views of the competition faced by sports & entertainment organizations is ____.

a. "We have no clue"

In Lecture 4, it is suggested that the most common of the traditional views of the competition faced by sports & entertainment organizations is ____.

a. "We must have a winner"

According to Lecture 1-2, the estimated economic impact of an FSU home football game is approximately __ to __ depending on the game?

a. $1.5M to $12M

According to Lecture 1-2, in the US the average per person annual spending on admissions to sporting events is approximately ___?

a. $99.85

According to Lecture 1-2, which of the following was identified as THE BIGGEST PROBLEM faced by sports & entertainment marketers?

a. (Price) Huge number of lower cost options

According to Lecture 1-2, the best way to improve fans cognitive evaluation of a sports or entertainment event is to ___?

a. A focus on the "total" fan experience

In Lecture 5, which of the following was NOT identified a reason the behavior of sports & entertainment fans Is Important?

a. ALL TRUE: Behavior of Customers Affects Other Customers (+/-) b. Customers' Behavior is A Critical Part in Fan Satisfaction & Identification (+/-) c. Customer Behavior Concerns Public Officials (-) d. Customer Behavior Creates Management Issues (-) e. Customer Behaviors are Part of the Experience (+/-)

In Lecture 5, which of the following was NOT identified as one of the factors that makes cognitive evaluations (e.g. ticket prices) more important in sports and entertainment?

a. ALL TRUE: Events that are less important b. Events with lower fan identification c. Events deemed less important d. Events that are business driven e. Events that require greater consumer sacrifice

In Lecture 4, which of the following is NOT identified as one of the factors driving competition for sports and entertainment organization today?

a. ALL TRUE: Home (Technology) Options b. Renewed Interest in Recreation c. Diversifying Sports Interest d. Expanding Entertainment Option e. Diversifying Customer Mix f. Economics New technologies

In Lecture 5, in the assessment of the consumer decision making model for sports & entertainment fans which of the following was NOT identified as one of the factors that makes the search phase of consumer decision making problematic for sports & entertainment fans (consumers)?

a. ALL TRUE: Infrequent b. Single Location c. Fixed Time

In Lecture 5, it was suggested that the Fan Happiness Index is a way to measure fan satisfaction for sports organizations. Which of the following was NOT identified as one of the components of the Fan Happiness Index?

a. ALL TRUE: Program Power b. Rivalry Dominance c. Coaching Stability d. Recruiting Trend e. Revenue Growth f. Twitter Buzz

In Lecture 5, in the discussion of the business-related behaviors desired from sports & entertainment fans, which was identified as having the greatest long-term importance?

a. Advocacy (Positive WOM)

In Lecture 3, it is suggested that today sports & entertainment organizations in the conceptualization of the entertainment experience provided fans typically focus on ___?

a. All parts of the facility

According to Lecture 1-2, what has the greatest effect on consumers' expectations as to the in-person sports experience?

a. As ticket prices go up, expectations go up

In Lecture 3, it is suggested that which of the following is not one of the typical bases used to describe the conceptualization of a sports or entertainment event?

a. Attributes, Features, Functions, and Form are all basis for forming conceptualization

According to Lecture 1-2, suggest ticket buyers give college football games a satisfaction grade of ___?

a. C's 7.4 average

In Lecture 4, which of the following is identified as the factors that has had the greatest impact in complicating competition for sports and entertainment events?

a. Changing Consumer Preferences

In Lecture 5, it is suggested that when professional sports teams in the US attempt to find a way to buffer the effects of not winning appealing to identity can be a viable option. It is further suggested that the most common form of this strategy is to appeal to the team's ____.

a. City identity

In Lecture 4, it is suggested that sports and entertainment organizations are competing for which of the following?

a. Consumers' Time

According to Lecture 1-2, what is the reason sports and entertainment organizations need fan identification is that it ____?

a. Create apostles who are loyal fans

In Lecture 5, it is suggested that consumer decision making for sports and entertainment is more cognitive (i.e., rational) than behavioralists lead one to believe because ticket purchases for sports & entertainment are driven by ____?

a. Economic Factors (Cost and Budget Based)

According to Lecture 1-2, which of the following is the greatest benefit for sports & entertainment organizations that achieve high levels of fan identification?

a. Economic value

According to Lecture 1-2, which of the following is NOT one of the direct benefits associated with a sports or entertainment organization achieving a high level of fan identification?

a. Economics are not an indirect benefit

In Lecture 4, it is suggested that sports and entertainment organizations competitive focus today has been on ___?

a. Facilities

According to Lecture 1-2, fan identification leads to all the following types of value except ___?

a. Fan identification leads to social value

In Lecture 3, it is suggested that today sports & entertainment organizations in the conceptualization of the entertainment experience provided fans should focus on ___?

a. Fans/Customers social experience

In Lecture 5, it is suggested that a bad performance by a team or artist affects which of the following?

a. Future attendance

In Lecture 3, it was suggested that of the Seven Big Buckets ___ is typically the most effective in creating memories (either positive or negative)?

a. Game/Event-Day Staff

In Lecture 3, which of the following is suggested to be the factor that has done the most to reduce the value of sports and entertainment events for fans (i.e., consumers)?

a. High ticket prices

According to Lecture 1-2, what is biggest benefit for sports and entertainment organizations of fan identification is that they benefit from a ____ when they have identified fans?

a. Higher level of positive WOM (word of mouth)

In Lecture 5, it is suggested that currently the most promising way to enhance the benefits of an event when trying to buffer the effects of poor performance (i.e., not winning) is to add which of the following services?

a. Increase socialization opportunities

According to Lecture 1-2, which of the following was identified as the major innovation obstacle that has been the most difficult for sports marketers to overcome?

a. Increased options for consuming sports experience

In Lecture 4, it is suggested that for US sports and entertainment organizations the dominant form of competition today is ____?

a. Indirect: Other opportunities for use of time

In Lecture 3, which of the following was identified as having the greatest influence on how fans perceive a sports or entertainment event?

a. Interactions with other fans

According to Lecture 1-2, a SSSBJ Survey suggested that consumers identified which of the following as the biggest threat to the sports industry over the next decade?

a. Live experience keeping up with at home experience b. Rising cost of attendance

In Lecture 4, it was suggested that entertainment fans who are priced out of major events tend to gravitate towards which of the following?

a. Local Events (Bars, Small Venues)

In Lecture 5, which of the following was identified as likely to be in the majority of season ticket purchasers for

a. Majority of season tickets are bought by organizations. (Sponsors, Major Corporations, Local Firms)

In Lecture 3, it was suggested that ___ of the "Supporting Cast" component of a sports or entertainment facility today which is the most important subcomponent for most fans?

a. Media (Gameday)

According to Lecture 1-2, which of the following has the higher compound annual growth rate (CAGR)?

a. Movies are growing faster than sport at 7.31%

In Lecture 4, which of the following "competition-like" impacts was identified as having the greatest impact on competition for sports & entertainment organizations?

a. Negative Publicity

According to Lecture 1-2, of the major innovation options available for sports events which has been most frequently used by sports organizations in recent years?

a. New social areas (Plazas, parking lot zones)

In Lecture 4, characterizing competition for sports & entertainment fans as "(W)e are not in the basketball business, we are in the - what do you want to do tonight honey - business" was described as recognizing the importance of ___ costs?

a. Opportunity Costs

In Lecture 4, which of the following identified as driving competition for sports and entertainment organizations other than Price?

a. Other Options (Opportunity Cost)

In Lecture 5, which of the following was identified as the most likely to determines whether an organization is a buyer of tickets or a sponsorship for a sports or entertainment organization?

a. Potential Promotional Activities

In Lecture 5, what is suggested as the best response for marketers wanting to drive fan behavior when a team, or artist, is not performing well and attendance is down?

a. Redefine success

In Lecture 4, in the discussion of Game and Fan Analytics which of the following was suggested as a reason why greater attention should be focused on the sale of individual game tickets?

a. Single game buyers spend more b. Most season tickets buyers are firms c. Secondary ticket buyers are growing d. No shows are increasing. Empty seats reduce revenues

In Lecture 5, in the discussion of the typical motivations to attend a game or event it is suggested that of the wants/desires sports & entertainment marketers must satisfy ____ is typically the most important today?

a. Social (Self-Expression/Identity)

In Lecture 2, which of the following is identified as a skill that sports providers look for in college graduates recent college graduates can offer as sports marketing employees?

a. Social Media Skills, Technology Skills, Hospitality Experience, Sports Experience, Energy and Enthusiasm

According to Lecture 1-2, which of the following was identified as the key to engagement strategies for sports & entertainment fans?

a. Social connections with other fans/friends

In Lecture 3, _____ is identified as the primary product marketed by sports & entertainment organizations?

a. The in-person experience

According to Lecture 1-2, a SSSBJ Survey suggested that sports event managers identified which of the following as the biggest gripe with attending sports events?

a. Ticket Prices b. Food and beverage prices

In Lecture 3, it is suggested that in the in the co-creation of value to date sports & entertainment organizations have focused their efforts on the ___ stage of the Fan (Customer) Journey?

a. Use, Easy Access to Facility & Accommodations (e.g., Traffic Management, Parking, In-facility Signage)

According to Lecture 1-2, which of the following was identified as THE BIGGEST MYTH associated with sports marketing?

a. Winning cures all

According to Lecture 1-2, which of the following was NOT identified as a key problem for sports & entertainment marketers trying to establish engagement strategies creating fan identification?

a. You can't control product is an identification for fan identification