sports marketing
According to the model presented in the text predicting MLB attendance from 2000-2015, the variable that explains the most variance in attendance is
Payroll
If the Saints are your favorite team, you might pay $26.95 for a cap with the team logo on it versus a similar cap at a store without the logo for $12.95. This refers to your ________ that makes the Saints cap worth more than just its functional value.
Perceived value of the merchandise
Which of these does not belong on facility management's checklist?
electronic mail and database systems
The following text example underscores the importance of listening for __________ when visiting with the sponsor: You don't want to be like the property visiting General Motors pitching a stadium naming rights deal only to get to the end of the presentation to be asked, "How many facilities do you see General Motor's name on?"
engagement vs. exposures
The 4 Es of experiential marketing include all but which of the following?
equipping
When the NBA, NFL, & NHL added the Alyssa Milano Touch line of apparel and jewelry designed for women, they were practicing ________ to increase revenue from merchandise sales
Market development
Secondary sponsorship categories
such as utilities, realtors, and insurance companies see sponsorships of major sports as an excellent source of leads,
Promotions aimed at special interest groups to congregate at the event on the basis of a shared interest is referred to as
super groups.
The perceived risk is _______ when the customer thinks, "Will other people like this?"
social
The __________includes the entire built and managed environment that the fan sees when attending a sporting event.
sportscape
Less efficient salespeople spend too much time with ________in the sales funnel.
suspects
The STRIPES and RBI programs offered by the Memphis Redbirds are examples of programs
that effectively fulfill a team's social responsibility objectives.
The most important aspect of seats, equipment, and scoreboards is
that they function properly.
When making calls to corporate buyers for standard group sales, a good place to start is
the Human Resources department
According to the text, the goal of profit maximization is to adjust either the quantity of seats available or the prices of the seats in order to maximize the gap between revenues and costs
to adjust either the quantity of seats available or the prices of the seats in order to maximize the gap between revenues and costs
The goal of inside sales teams is
to convert single-game ticket buyers into multiple-game ticket buyers.
A generic value proposition is
transactional in nature and is primarily production-oriented or selling-oriented rather than customer or partner-oriented
In the analysis of MLB data from 2000-2015 reported in the text, population was found to be negatively correlated with indirect competition.
have a positive effect on attendance taking into account multiple franchises.
As a fan attends events and consumes media, the first step in the Affinity Transfer Model is that
he brand is activated in the fan's mind.
A partnership approach to selling sponsorships involves a sales process that is different from any other goods or services. designate various sponsorship levels by colors or minerals to offer a unique value proposition to sponsors. requires adaptive or consultative selling reliant upon extensive research and time spent with the sponsor. recognizes the common need of all sponsors for name recogniation as its starting point for developing a value proposition suited to the sponsor.
idk
The control group for sponsorship ROI measurement consists of highly involved fans of the sport or entertainment category. passionate fans of the property. non-fans of the property. the number of eyeballs exposed to television advertising.
idk the answer
Season ticket holders are typically
individuals who frequently go out for entertainment each month (spending at least $25 each time out)
According to your text, what fans want most on scoreboards include all of the following except
information regarding restrooms, service areas, and exits
Among other things, the St. Louis Cardinals painted the outfield facade walls in team colors, hung colorful banners, and redesigned seating and concessions. These changes represent improvements in
interior decor
In building fan identification, the "good-is-familiar" phenomenon helps explain the importance of enhancing fans'
level of contact
A Director of Ticket Sales in the NFL or NBA, on average, will make almost
$100,000
Account representatives selling tickets in the NFL and NBA, on the low end, earn about _________ annually.
35,000
Writing down clear, measurable goals within a specific time frame and communicating these goals to supportive others can increase goal achievement
42-77%.
For most professional teams, season tickets will consist of ____ % corporate buyers and ___% individual buyers.
60/40
Which of the following is not accurate regarding the variables used to predict attendance?
Stadium quality is equal to the year the stadium was built subtracted from the current year.
__________ answers questions such as, "How are stimuli received and transported in the central nervous system?" and "How and why do these stimuli spark emotions?"
Activation theory
According to research, the most effective single-game promotion in MLB is
Bobbleheads
Primary sponsors of properties typically have some or all of each of the following attributes except:
Are unsought goods and services.
Which of the following is least likely to be the promotion objective among companies in the Top 20 of sports spending?
Awareness
Within the hierarchy of effects models, the first necessary step is
Awareness
We examine relationships between dependent variables that are consequences or dependent upon who fans are (demographics) or what fans think (e.g., perceptions) or feel (e.g., passion). This means that dependent variables are typically ____________.
Behaviors
___________ is the extent to which the brand occupies a unique space in the minds of customers superior to competitors.
Brand differentiation
With respect to jersey sales, the leaders in team sales represent attractive teams with the highest __________ in the league.
Brand equity
Which of the following is NOT one of the tactics related to facilitating information search by a team's online store?
Colors
Nike sponsors the New York Yankees who use (Nike) sporting goods. This is an example of which of the C's of relatedness discussed in the text?
Connectedness
Which of the following is NOT one of the 3 C's of relatedness discussed in the text?
Connectedness
__________ is the difference between what the fan is prepared or willing to pay and the price the property charges for admission, merchandise, or services.
Consumer surplus
The window of least time stress in the sports venue -- when teams have a captive customer at the game -- occurs at the _____ stage.
Gate entry
_______ is the science of examining data using statistical methods and models to confirm, explain, or predict attitudes and behaviors of fans.
Data analytics
As the title sponsor of the San Francisco Giants, San Antonio Spurs, and Dallas Cowboys, AT&T seeks to activate its brand so that the teams' passionate fans perceive AT&T as _____________ compared to other wireless carriers.
Differentiated
_____________ is the degree to which we differ from others in ways that provide social status and enhances self-esteem.
Distinctiveness
Which of the following is inaccurate regarding why passionate fans are likely to be able to recall sponsor information?
Due to the prices paid for tickets, passionate fans are highly attentive to information related to the event and the property.
When fans educate others, evince the experience to others, and endorse the experience to others, they are demonstrating which of the 4Es?
Evangelizing
When fans are enthusiastic about the experience, express their passions, and expose their support of the team to others, they are demonstrating which of the 4Es?
Exhibitionism
_____________is "turning on a prospect to a brand idea enhanced by the surrounding context."
Fan engagement
_______________ is when an individual reacts to events that occur to the property as if the events happened to him or her.
Fan identification
In the flow of effects of fan behavior (Figure 1.1 in the text), once the sponsor activates and engages fans with the use of the partner assets, at the next stage the fans are more likely to say,
I care about your brand
___________evoke(s) clear sensory images in the mind, enhancing comprehension and recall.
Idk The correct answer
Which of the following is NOT true regarding sponsorship effects?
If the team performs poorly and fans become particularly agitated, those feelings remain with the team, but not with the sponsors.
"He's pretty cool. He's a Spurs fan." This is an example of what kind of attribution mentioned in the text?
In-group favoritism.
Which of the following is not true regarding the role of attractiveness in building identification?
It's relatively easy for most people to remain closely identified with something or someone others find unattractive.
The ______________ for the brand should match the objectives for the brand and should be the metrics tracked by the property & brand together as partners.
Key performance indicators
A salesperson at the ___________store can guess your foot size and width at a glance, then tell you what shoes are best for your feet given your training program.
New Balance
On the first visit, sponsors should share and properties should listen for five key areas of the sponsor's marketing strategy. Which of these is not one of the five listed in the text?
Objections to the proposal
According to the text, which of the following is true regarding ways to create urgency among season ticket holders to renew?
Offer credits to season ticket holders for providing referrals.
Which of the following is true regarding the effects of winning on attendance in MLB?
Owners might note that the effects of winning are short-lived.
__________ in the context of sports & entertainment is defined as "a strong inclination toward an activity that people like, that they find important, and in which they invest time and energy."
Passion
___________ provide you with the information that you need to effectively match customer needs with the appropriate inventory at your disposal as a salesperson.
Power questions
Which of the following is not one of the fundamental concepts to understand for successful season ticket sales?
Preparing presentations for selling tickets to season ticket holders Reducing churn of season ticket holders
Owning a special edition or limited production of a team item, for example, offers symbolic value to the buyer that represents his or her status relative to others. This most specifically refers to the fan buying motive of _________.
Prestige
Following the 2005-6 season, the San Francisco 49ers moved from offering all season tickets at all levels in Candlestick Park at $64 to three different levels of $49, $64, and $84. The 49ers' new pricing scheme using multiple price levels for the different quality of seats is referred to as
Price lining
______ brands are already stored in our memories, making recall easier when paired with a property.
Prominent
Which of the following is not true regarding the Frisco Roughriders promotional policies?
Promotions are guaranteed to at least the first 10,000 fans no matter what the promotion is.
Which of the following is not one of the methods suggested in your text to facilitate parking access?
Provide free shuttle service paid for by the team.
Evaluating the sponsorship in terms of building awareness, liking, preference, loyalty, and other hierarchy of effects or consumer attitudes toward the brand is referred to as measuring the
ROO
RFID stands for
Radio Frequency Identification
_________ brands are easier to remember because of the similarity or overlap between the sponsor and the property.
Related
Which of the following had the second most influence in predicting attendance in MLB from 2000-2015?
Stadium capacity
Which of the following is not one of the ways the sponsor benefits from positive relationships with the property listed in the text?
Security benefits--the sponsor knows their investment is safe and secure from any risks.
According to the text, which of the following is true about promotions?
Single-game ticket buyers have learned to expect some form of promotion for sporting events
Which of the following is NOT true regarding sponsor categories?
Sporting goods manufacturers are usually only secondary sponsors at the team level because they just provide equipment.
Which of the following is not one of the five characteristics of well designed promotions as stated in your text?
Successful
The LIFT score in assessing sponsorship ROI is
The difference in scores between non-fans and the most passionate fans of the property.
Regarding the management of sports venues, which of the following is false?
The longer you work at a place, the more likely you are to notice the problems most customers encounter.
Which of the following is FALSE regarding technology adoption?
The reason individual decison makers in organizations fail to adopt new, useful technologies is that the teams (owners) simply don't have the money to invest in technology.
Teams tend to raise ticket prices after successful seasons for all but which of the following reasons?
To build new stadiums.
Designing marketing strategies to take advantage of fans' passion for an event or property without paying the rights fees to be an official sponsor is referred to as
ambush marketing.
Which of the following is false regarding the format of items used in data collection?
When measuring variables such as age or events attended, be sure to ask in categories with equal distance between the groups (e.g., 0, 1-5, 6-10, 11-15, etc.).
Fans make a(n)______________when they assign the cause of a feeling state to a source.
acknowledgment
The most important characteristics differentiating weak from strong performers in selling is
adaptive selling skills
Fans may love or hate a property and therefore pay greater attention to the property and its sponsors. This refers to
affective intensity.
The third stage in the consumer decision-making process is alternative evaluation
alternative evaluation
If you believe that the average scores on Lady Gaga's public image are significantly different between fans in two different places, then you are probably thinking of a(n) ____________ statistical test.
analysis of variance (ANOVA)
Adding value through promotions includes reducing prices.
are typically experiential.
The sportscape has the most influence on fans' feelings and behavior in
baseball
When the Mountain Dew Action Sports Tour seeks to present its brand as being cool, exciting, and unique, Mountain Dew is focusing on specific human characteristics highly valued by target consumers. This is a specific example of building
brand personality.
Sports organizations engage in price on each of the following levels except
cable TV prices to final consumers
The stadium signage, scoreboard video messages, TV and radio broadcasts, website, special events and social media used by Dove in their sponsorship of the San Francisco Giants are referred to as _______________
channels of communication
The model of fan identification begins with the five antecedents to identification. These antecedents are each ____ in nature--that is, they are what we think about related to the property.
cognitive
A(n) __________represents an unobservable psychological trait or state that can be measured indirectly with a collection of related behaviors or opinions that are associated in a
construct
We use ________to determine if a change in one variable is associated with a change in another variable.
correlations
When the NBA opens NBA of China along with over 600 related events (clinics, reality-TV dance competitions) with new customers in China, these related events an example of _______ to increase revenue.
diversification
You know that you are wasting your time with a prospect if the prospect tells you that s/he
doesn't watch the team's games on TV
When we've seen the system prove itself and there are plenty of others invested in the technology, we'll join in." This statement
early majority
f you visit a venue and react with a combination of arousal and pleasure, then you must be:
excited
Managers are often interested in determining whether a new promotional tool is more effective than another. Is one weekend promotion more effective than another? Does changing the design of the electronic newsletter result in more open and click-thru rates? These types of questions are best answered by
experiments.
Eckard's model for predicting attendance based on MLB shows that as teams achieve performance goals, other teams get better and some one else goes on a streak.
fan expectations may be met and attendance falls following a pennant-winning year.
The visual examples of ______ at the NASCAR event illustrates that engagement includes the audience as active participants in "lived" experiences.
ford
The 4Fs of fan experiences include all of the following except
framing
The first impression that fans get of a place is from
its exterior appearance and its architectural design
The Boston Red Sox sell a limited-edition opening day _________ that can be promoted heavily during early April each year.
jersey
Visualization and markers are an important part of
layout and wayfinding.
According to attribution theory, if you are highly identified with a group you will do all but which of the following?
make inferences about others based primarily on reality.
Sponsorship research companies use a(n) ______________ by counting the number of seconds a brand is exposed during games and broadcasts and converting that value into what it would cost to gain that exposure at current commercial rates.
media equivalency approach
Highly identified, passionate fans engage in consumption behaviors reinforce their identity and passion with the property. They consume more ____ related to the property, ____ with others for reasons related to the property, and will buy more ____ and services from the property.
media, meet, merchandise
If attendance at concerts is our dependent variable and we want to know the extent to which fan passion, income levels, household size, and other demographics predict concert attendance, we should use
multiple regression.
At the __________stage, the wider the perceived gap between the current state and the desired state, the greater the likelihood of eventual purchase.
need recognition
Websites that that attract and invite site visitors to play games or read articles that lead to or incoporate promotions for specific products are using the games or articles as
nonproduct-related appetizers
According to the text, the promotion focus should be
on moving individual ticket buyers to own some form of ticket plan.
The kind of data which we find less useful for analysis because one can only tally results refers to _____ data.
ordinal
The degree to which someone believes that using technology will improve performance is referred to as
perceived usefulness (PU)
The extent to which someone believes that the technology would be easy to use refers to
perceived usefulness (PU)
eat inventory is __________, meaning that once the game is played, that inventory is lost.
perishable
According to the text, a good partnership based on trust is determined by all of the following except
personal relationships outside work
Social prestige typically originates from each of the following sources except:
players
When fans encounter a price discount, a psychological trigger occurs that prompts fans to
process price information in functional (left brain) terms of dollars and cents.
When the Yankees introduced its "cheerful ornaments...sure to make your holidays merry", they were seeking to increase revenue from
product development
individuals who simply shift attendance from another game to take advantage of the promotion are referred to as
promotion prone.
The Team Marketing Report FCI provides a Fan Cost Index (FCI) for tickets, hot dogs, beer, sodas, programs, and souvenirs.
provides a Fan Cost Index (FCI) for tickets, hot dogs, beer, sodas, programs, and souvenirs.
Activation
relies on the independent actions of the property to activate the benefits offered by the brand in the minds of the fans.
The most likely promotion objective among companies in the Top 20 of sports spending is ___________ because they are in the _________ stage of the product life cycle.
reminder oriented; maturity
One of the main reasons that the stadium is so important to baseball attendance is that
season tickets mean the ticket holder spends so much time at the stadium.
Which of the following levels of quality remain constant across events or games through the season?
seats
Which of the following is NOT associated with exclusive distribution?
shallwow/narrow assortments
