Sports Marketing Final Exam (ch. 6,7,9,11)

When budgeting for sponsorship, a general rule of thumb is to be prepared to spend _____. a. 1-2 times the amount of the sponsorship on promoting the sponsorship b. 2-3 times the amount of the sponsorship on promoting the sponsorship c. 3-4 times the amount of the sponsorship on promoting the sponsorship d. 6 times the amount of the sponsorship on promoting the sponsorship e. No extra promotional dollars are required.

2-3 times the amount of the sponsorship on promoting the sponsorship

In 2007, sponsorship spending worldwide was projected to reach ______. a. Almost $5 billion b. Almost $10 billion c. Almost $15 billion d. Almost $25 billion e. Over $50 billion

Almost $15 billion

The athletic platform most commonly associated with sports marketing is _____. a. team b. athlete c. event d. league e. level of competition

event

The World Cup is considered a(n) _____ event. a. international b. global c. world d. regional e. both a and c

global

_____ is the value that the brand contributes to a product in the sport marketplace. a. Brand equity b. Brand image c. Brand awareness d. Branding loyalty e. None of the above

Brand equity

_____ segmentation is simple but powerful in the sport marketing industry, and is closely associated with the statement "rooting for the home team." a. Behavioral b. Socioeconomic c. Demographic d. Geographic e. None of the above

Geographic

Which of the following is the sports marketer's best defense/strategy to combat the intangible nature of sports? a. Highlight the competition. b. Discuss the great ushers and stadium personnel. c. Highlight the stadium factors or sportscape. d. Discuss the great athletes on the team. e. none of the above

Highlight the stadium factors or sportscape.

Which of the following is the best team nickname, given the guidelines discussed in the text? a. Washington Redskins b. Fighting Illini c. Houston Rockets d. San Diego Spirit e. Colorado Mammoth

Houston Rockets

_____ is defined as identifying groups of consumers based on their common needs. a. Market segmentation b. Market targeting c. Market positioning d. Socioeconomic segmentation e. None of the above

Market segmentation

_____ is changing the image or perception of the sports entity in the minds of consumers in the target market. a. Positioning b. Segmentation c. Targeting d. Repositioning e. None of the above

Repositioning

______ is choosing the segment(s) that will allow an organization to most efficiently and effectively attain its marketing goals. a. Target marketing b. Segmentation marketing c. Position marketing d. Reposition marketing e. None of the above

Target marketing

In psychographics, AIO stands for _____. a. area, income, occupation b. advertising, images, online c. attitudes, internal search, outreach d. activities, interests, opinions e. advertising, interest, occupation

activities, interests, opinions

Product design for sports products includes _____. a. aesthetics, style, and functionality b. aesthetics, style, and color c. style, functionality, and usefulness d. aesthetics, usefulness, and color e. none of the above

aesthetics, style, and functionality

The athletic platform can be divided on the basis of _____. a. athlete b. team c. league d. event e. all of the above

all of the above

One of the basic objectives of any sport sponsor is to generate _____. a. competition b. awareness c. image building d. relationships with its product e. none of the above

awareness

The grouping of fans according to size of purchase, frequency of purchase, and loyalty is the basis of _____ segmentation. a. demographic b. psychographic c. behavioral d. benefit e. lifestyles

behavioral

Niche strategies are concerned with _____. a. building new venues with relatively small fields to fit in more luxury suites b. functionality, not profit c. capturing a relatively small market segment d. developing mass market appeal e. developing a mass media appeal

capturing a relatively small market segment

The Sports Event Pyramid is best described as a way to _____. a. categorize the scope of the sponsorship b. look at the sponsor's objectives c. evaluate the sponsorship return on investment d. build public image for the sponsorship e. none of the above

categorize the scope of the sponsorship

By definition, the members of a market segment have _____. a. common needs b. target products c. uncommon needs d. target market e. both b and c

common needs

The process of establishing shared meanings, exchanging ideas, or passing information between a source and a sender is at the heart of _____. a. advertising b. communication c. personal selling d. direct marketing e. publicity

communication

The person who attends a sporting event is most likely to be male, younger, more educated, and have higher income than the general population. This description of a typical member of the "game attendee" segment is based on _____. a. lifestyles b. demographics c. Maslow d. eustress e. psychographics

demographics

Branding is used to _____. a. differentiate a brand from its competitors b. increase tangibility c. avoid trademark infringement d. increase trademark blending e. protect players from getting lost in the dark

differentiate a brand from its competitors

Sponsorship objectives that have a short-term impact on sales are called _____. a. indirect b. direct c. implied d. stimulant e. both a and b

direct

Which of the following is NOT a dimension of service quality? a. tangibles b. responsiveness c. empathy d. durability e. assurance

durability

No-alcohol sections, family nights, and singles night at the ballpark would be good examples of segmenting based on _____. a. socioeconomics b. demographics c. family life cycle d. geodemographics e. psychographics

family life cycle

An advertiser's influence on consumers is typically explained through use of the _____ model. a. basic communication b. advertising alert c. hierarchy of effects d. message percentage e. none of the above

hierarchy of effects

According to the text, the final stage of the sports sponsorship process involves _____ and _____. a. implementation; segmentation b. implementation; evaluation c. evaluation; segmentation d. implementation; processing e. processing; marketing

implementation; evaluation

Major League Baseball seeks to ensure that its advertising message is consistent with the message of its personal selling and sales promotional efforts. This emphasis upon consistency is most consistent with the concept of _____. a. integrated marketing communications b. target advertising c. direct market communications d. sales promotion targeting e. mega-marketing communications

integrated marketing communications

The state high school baseball championship would be best described as a _____ event. a. regional b. local c. national d. community e. worldwide

local

According to the text, a brand mark can also be known as the _____ or _____. a. logo; logotype b. product; service c. mix; line d. model; trend e. none of the above

logo; logotype

According to the text, decisions on which _____ to choose depend largely on the overall promotional objective. a. decoding b. encoding c. medium d. personal selling e. advertising

medium

Ambush marketing is an example of _____ in the communications process. a. encoding b. decoding c. sponsorship d. noise e. both a and b

noise

Distractions or distortions during the communications process that prevents the message from being effectively communicated are called _____. a. noise b. interruptions c. "glitches" d. static e. none of the above

noise

Which of the following promotional budgeting approaches is the most difficult to implement? a. objective and task b. competitive parity c. percentage of sales d. all-you-can-afford e. percentage of forecasted sales

objective and task

In which of the following budgeting approaches can the previous year's sales most strongly influence the current year's advertising budget? a. all-you-can-afford b. percentage of sales c. competitive parity d. zero-base budgeting e. none of the above

percentage of sales

A target marketing segment must be reachable. This includes ______. a. identifiable and common needs b. physical distribution and media c. substantial and behavioral variations d. physical activity and emotional appeal e. emotional appeal and common needs

physical distribution and media

According to the text, _____ is defined as fixing your sports entity in the minds of consumers in the target market. a. segmenting b. targeting c. positioning d. repositioning e. none of the above

positioning

Perceptual maps are best used by sports marketers to examine _____. a. positioning b. segmentation c. awareness d. targeting e. none of the above

positioning

Sports products, in general, tend to _____. a. be more goods oriented b. be more ideas oriented c. be more services oriented d. possess characteristics of both people and products e. possess characteristics of both goods and services

possess characteristics of both goods and services

Ambush marketing tactics _____. a. are very ineffective for the ambusher b. anger consumers c. are used widely because there are no preventive measures protecting the sponsors d. prevent consumers from correctly identifying official sponsors e. all of the above

prevent consumers from correctly identifying official sponsors

The _____ interact(s) with each other to produce the total product and include(s) branding, quality, and design. a. product mix b. product line c. product trademark d. product characteristics e. none of the above

product characteristics

The total assortment of product lines that a sport organization (Nike, Reebok, Wilson) sells is the _____. a. product characteristics b. product brand c. product mix d. product trademark e. product line

product mix

The promotion mix is composed of all the following EXCEPT _____. a. advertising b. sales promotion c. propaganda d. public or community relations e. sponsorship

propaganda

The emphasis is on convincing channel members to move the product through the channel to the ultimate consumer in a(n) _____ strategy. a. pull b. implicit c. push d. explicit e. both b and d

push

The intended target of any basic marketing communication is called the _____. a. sender b. channel c. medium d. receiver e. encoder

receiver

Which of the following forms of promotion is typically intended to produce immediate sales? a. publicity b. advertising c. sales promotion d. direct marketing e. both a and b

sales promotion

The market selection decisions are _____. a. product, place, price, promotion b. demographic, geographic, psychographic c. segmentation, targeting, positioning d. contingencies, constituencies, competitors e. none of the above

segmentation, targeting, positioning

When the athletic-shoe chain, Athlete's Foot, demonstrates the quality of good (Reebok) compared to the quality of service (sales associate), this would be an example of _____. a. perishability b. separability c. tangibility d. standardization e. both a and c

separability

Investing in a sports entity to support overall organizational objectives, marketing goals, and/or promotional strategies is called _____. a. sales promotion b. advertising c. sponsorship d. personal selling e. image building

sponsorship

A model of how corporations select and choose sponsorship opportunities is called _____. a. sponsorship seeking model b. sponsorship acquisition model c. sponsorship contact model d. sponsorship relationship model e. none of the above

sponsorship acquisition model

If a team won every game, this would best exemplify _____. a. tangibility b. perishability c. standardization d. separability e. none of the above

standardization

Promotion planning begins with _____. a. a situation analysis b. target market considerations c. communication process analysis d. budget development financial acquirement

target market considerations

The majority fallacy is the assumption that _____. a. the brand with the highest sales is the brand with the highest quality b. the largest group of consumers should always be selected as the target market c. the major league teams will always attract more fans than minor league teams d. older players attract older fans e. none of the above

the largest group of consumers should always be selected as the target market

A(n) _____ identifies that a sports organization has legally registered its brand or brand mark and thus prevents others from using it. a. prototype b. sport product c. image d. trademark e. both a and b

trademark

Licensing allows one company to use the _____ of another. a. stadium b. trademark c. marketing manager d. service reliability e. both a and b

trademark