Deck 1: Sports Meet Marketing

Question 1

The growth of fantasy sports was primarily spurred by the technology advancements made during the experience era.

Answer 1

False

Question 2

Sponsoring international events such as the Olympics,FIFA's World Cup,and baseball's World Series helps firms build global brand identity for a small fee.

Answer 2

False

Question 3

The challenge sports brands face when they are positioned as entertainment is a decrease in the size of the potential audience.

Answer 3

False

Question 4

Marketers for a sports organization have two options to increase the value of a sports property: reduce prices or reduce sacrifices needed to experience the sports property.

Question 5

In the experience era of sports growth,technological advancements,such as smartphones and tablets,enable fans to engage with sports brands during sporting events through blogs,Facebook,and Twitter.

Question 6

Marketing is made up of two distinct elements: marketing of sports and marketing by sports.

Question 7

Quality and customer focus are fundamental to marketing.

Question 8

Many experts attribute the development of the Fox network as a legitimate competitor of the big three U.S.networks (ABC,CBS,and NBC)to its decision to pursue and ultimately receive the NFL broadcast rights in the early 1990s.

Question 9

In terms of strategic marketing planning,examining current marketing mix issues is a crucial starting point.

Question 10

The growth in television stations dedicated to sports led the way for an increased interest in radio stations to adopt 24-hour sports programming.

Question 11

Value can be defined as a customer's judgment of the benefits received from consumption of a product compared to the sacrifices required to acquire the product.

Question 12

Sports marketing is the use of marketing for creating,communicating,delivering,and exchanging sports experiences that have value for customers,clients,partners,and society.

Question 13

After purchasing the Atlanta Falcons,Arthur Blank conducted surveys and focus groups to find out what fans wanted in their relationship with the Falcons.

Question 14

Consumers of sports products are typically more motivated by functional benefits than by psychological needs.

Question 15

Rights fees to be an official sponsor of the Olympics can cost as much as $60 million.

Question 16

Connection to sports brands often is based on emotional attachment to a favorite athlete,team,or sport.

Question 17

The groundbreaking event for the emergence of sponsorships in sports was the 1984 Super Bowl game.

Question 18

The two reasons for the increased investment in sports sponsorships are 1)sponsors recognize the increased interest people have in sports and 2)companies view sponsorships as a means of breaking through ad clutter in traditional media.

Question 19

A distinguishing characteristic of sports marketing is an experience-based relationship,which implies that fans have to attend live games to receive value from sports offerings.

Question 20

Consumers' affinity for sports brands may be immune to threats other brands face,such as competition for attention and switching brands when performance does not meet expectations.

Question 21

After purchasing the Atlanta Falcons,Arthur Blank made all of the following changes based on input from fans except

A)lowering ticket prices
B)purchasing land in downtown Atlanta to improve fan parking
C)opting not to sell in-game advertising spots
D)creating new box suites for high-end customers

Question 22

Sports organizations are heavily dependent on the quality of interactions that employees have with customers.

Question 23

Jacob really enjoys playing fantasy baseball and spends hours every week online learning about players and playing games.This is an example of which unique characteristic of sports marketing?

A)an affinity advantage
B)a positioning challenge
C)experience-based relationships
D)intangibility

Question 24

The group or groups most likely to use a product or service is called the target market.

Question 25

Sports marketing differs from marketing in other industries in the following ways except

A)an affinity advantage
B)a positioning challenge
C)an intangible characteristic
D)experience-based relationships

Question 26

Marketing ________ sports involves the strategic marketing efforts of companies in which they partner with a sports entity for some commercial benefit.

A)of
B)through
C)by
D)with

Question 27

Sports participation has been positively impacted by an increased interest in personal fitness as part of an overall healthy lifestyle.

Question 28

The sports characteristic of ________ can be demonstrated through consumption of licensed products such as apparel and collectables.

A)affinity advantage
B)positioning challenge
C)experience-based relationship
D)intangibility

Question 29

Product is a broad concept used to describe both tangible goods and intangible services or experiences.

Question 30

Chapter one's insider expert Tony Ponturo is currently with

A)Ponturo Management
B)Blue Sky Agency
C)ESPN
D)Under Armour

Question 31

Title VII to the Education Amendment of 1972 has given women more opportunities to participate in intercollegiate sports.

Question 32

Within the 5 P's framework,serving customers would be the focus of the People component.

Question 33

Marketing strategies are stated outcomes that the marketing function pursues to contribute toward meeting the organization's mission.

Question 34

The decision about placing media content online is a brand relationship decision made by a marketing manager.

Question 35

The sports characteristic of ________ may make the sports brand immune to threats other brands face,such as competition for attention and switching brands when performance does not meet expectations.

A)affinity advantage
B)positioning challenge
C)experience-based relationship
D)intangibility

Question 36

Which of the following serves as a positioning challenge for a minor league baseball team but not for a soft drink company?

A)a musical concert by a famous band
B)a competing minor league baseball team
C)a playoff game between local football teams
D)a professional basketball game

Question 37

Marketing communications are the "voice" of the brand.

Question 38

Within the 5 P's framework,engaging customers would be the focus of the Platform component.

Question 39

One of the customer-driven factors for the growth of sports and sports marketing is the increase in the amount of leisure time available to individuals.

Question 40

When a sports property positions itself as entertainment,the concept of positioning challenge implies

A)a lower level of competition
B)an increase in potential audience,but also an increase in competition
C)an increase in potential audience,but also a decrease in competition
D)a decrease in potential audience,but also a decrease in competition

Question 41

During the ________ era fans had the technological capability to initiate contact with a sports brand and talk with each other through venues such as Facebook and Twitter.

A)experience
B)highlight
C)monopoly
D)television

Question 42

Marketing's role in sports includes the following except

A)catalyst for creating customer value
B)develops and nurtures customer relationships
C)connects organizations with the external environment
D)connects the sales force with the operation side of a sports property

Question 43

Instant and constant access to sports programming and sports information occurred during the ________ era.

A)experience
B)highlight
C)monopoly
D)television

Question 44

The functional area of a sports organization that has the greatest potential to influence customers' perceptions of value is

A)marketing
B)public relations
C)operations
D)sports facility

Question 45

The ________ era was between 1990 and 2010 and is characterized by the increased popularity of the Internet for accessing sports information.

A)experience
B)highlight
C)monopoly
D)television

Question 46

Marketing experts estimate it costs ________ times more to attract a new customer than it does to retain a current customer.

A)3
B)6
C)9
D)12

Question 47

A customer's judgment of the benefits received from consumption of a sports product compared to the sacrifices to acquire the sports product is

A)sports product positioning
B)value
C)the affinity advantage
D)experience-based relationship

Question 48

Technologies and corresponding changes in consumer behaviors that fueled the growth of sports during the highlight era include the following except

A)on-demand access to sports information
B)increasing popularity of fantasy sports
C)creation and distribution of online sports content
D)use of social media in sports brand communication

Question 49

Business-driven factors that have been cited as reasons for the growth of sports include the following except

A)introduction of new sports
B)increased interest in sports sponsorships
C)desire to build global brands
D)growth of sports media

Question 50

During the ________ era of sports growth,sports were consumed primarily through radio or newspapers,or from attending live events limited to major cities.

A)experience
B)highlight
C)monopoly
D)television

Question 51

Marketers have two options when attempting to add value:

A)reduce prices or reduce sacrifices
B)increase benefits or reduce prices
C)increase benefits or reduce sacrifices required
D)increase benefits or reduce sacrifices

Question 52

Sponsorships as a marketing strategy for sports developed during the ________ era.

A)experience
B)highlight
C)monopoly
D)television

Question 53

The ________ era was between 1950 and 1990 and is characterized by the explosive growth of the sports industry because sports could be viewed in homes.

A)experience
B)highlight
C)monopoly
D)television

Question 54

The following are marketing mix issues that a sports marketer faces except

A)positioning
B)promotion
C)target markets
D)public policy

Question 55

All of the following are external factors that influence sports marketing decisions except

A)competition
B)economy
C)target markets
D)technology

Question 56

The ________ era began in 2010 and involves the consumption of sports through multiple mediums from anywhere in the world.

A)experience
B)highlight
C)monopoly
D)television

Question 57

A strong influence in the evolution of sports during the ________ era was the rise in popularity of social media.

A)experience
B)highlight
C)monopoly
D)television

Question 58

Creating,maintaining,and enhancing long-term relationships with individual customers as well as stakeholders for mutual benefit is

A)relationship marketing
B)sports marketing
C)experience marketing
D)affinity marketing

Question 59

The ________ era was between 1900 and 1950 and is considered the infancy of the sports industry in the United States.

A)experience
B)highlight
C)monopoly
D)television

Question 60

Michael is the marketing manager for a sports team.He wants to increase customer value by increasing benefits received.Of the following options,the best to offer would be a

A)bundle such as 2 tickets,2 drinks,and 2 hotdogs for a special promotional price
B)reduced price for admission for tickets purchased online
C)ticket package that includes 5 home games during the month of July
D)bobblehead to the first 4,000 fans that come into the gate

Question 61

The typical audience for Ultimate Fighting Championship (UFC)is

A)white males
B)Blacks and Hispanics
C)20 to 39 year old females
D)18 to 34 year old males

Question 62

In terms of the 5 P's of sports entertainment marketing,platform focuses on

A)understanding customers
B)responding to customers
C)engaging customers
D)satisfying customers

Question 63

In terms of the 5 P's of sports entertainment marketing,promotion focuses on

A)serving customers
B)responding to customers
C)engaging customers
D)satisfying customers

Question 64

What is the best way that sponsors can overcome ad clutter during televised sporting events?

A)purchase both radio and television advertising spots
B)create billboards outside the stadium or facility
C)place logos on participants' uniforms
D)participate in social media outlets

Question 65

The growth of sports and sports marketing has been partly driven by a(n)

A)increase in the amount of time people have for leisure activities
B)increased emphasis on leisure activities
C)decreased cost of attending major sporting events
D)decrease in injuries related to adventure sports

Question 66

Sports sponsorships account for ________ percent of the total sponsorship expenditures.

A)25
B)38
C)47
D)69

Question 67

All-sports television programming began with

A)Fox Sports
B)CBS
C)ESPN
D)cable television

Question 68

In terms of the 5 P's of sports entertainment marketing,profits focuses on

A)serving customers
B)responding to customers
C)engaging customers
D)satisfying customers

Question 69

The core audience for action sports,such as the X Games,is

A)Generation X
B)younger baby boomers
C)Millennials
D)Generation Z

Question 70

A major sporting event can have the most impact on a local community through

A)television stations charging broadcast rights fees
B)attendees spending money at local restaurants and hotels
C)signage posted around the stadium or sports complex
D)revenue generated by advertising the event on local radio stations

Question 71

Tactics include all of the following except

A)decisions made in relation to the marketing mix elements
B)managerial decisions that affect the organization as a whole
C)short-term decisions
D)decisions made in support of an organization's strategies

Question 72

In terms of the 5 P's of sports entertainment marketing,people focuses on

A)serving customers
B)responding to customers
C)engaging customers
D)satisfying customers

Question 73

Marketing contributes to an organization in the following ways except

A)being a catalyst for creating customer value
B)building and maintaining relationships with various stakeholders
C)providing input about customer service to operations
D)linking the firm with the external environment

Question 74

Customer-driven factors that have been cited as reasons for the growth of sports include the following except

A)introduction of new sports
B)increased interest in sports sponsorships
C)increased interest in women's sports
D)increase emphasis on leisure activities

Question 75

Strategies are

A)decisions made in relation to the marketing mix elements
B)managerial decisions that affect the organization as a whole
C)short-term decisions
D)decisions made in support of an organization's tactics

Question 76

The growth of action sports such as skateboarding and snowboarding was fueled by

A)the growth of the Internet
B)the popularity of social media
C)the increase in sports media television
D)the increase in availability of sponsorships

Question 77

Ashley became bored with traditional sports and has become an avid fan of action sports such as skateboarding,ice climbing,snow mountain bike racing,and snowboarding.Ashley is very like what age?

A)in her teens or 20s
B)in her 30s
C)in her 40s or 50s
D)over 50 years old

Question 78

In terms of the 5 P's of sports entertainment marketing,positioning focuses on

A)understanding customers
B)responding to customers
C)engaging customers
D)satisfying customers

Question 79

Jessica enjoys running and often participates in marathons.This would be an example of which customer-driven factor in the growth of sports and sports marketing?

A)increased emphasis on leisure activities
B)increased interest in personal fitness
C)increased interest in women's sports
D)introduction of new sports

Question 80

The increase in investments in sports sponsorships is due to the following reasons except

A)increased interest in participatory sports
B)increased interest in spectator sports
C)increased level of ad clutter
D)increased level of sports media broadcasting