Report:
Test Answer Key
District:
CMS
Test:
9_12 Marketing 6670 - Sp and En Mkt 1 Quiz 2
Description: Assessment 2.03 - 4.03
Form:
501
1. To learn about its target market's needs and wants, a professional soccer league should
obtain information from its fans (NCCTE.9_12.ME.6670.2.03)
A. before it implements organizational changes
B. only when there appears to be a problem
C. if ticket sales show short-term improvement
D. in a proactive and systematic manner
2. Sporting-goods businesses often gather marketing information to
(NCCTE.9_12.ME.6670.2.03)
A. identify trends
B. obtain licensing contracts
C. gain the respect of competitors
D. adjust credit ratings
3. To know what websites and advertisements visitors see, sports and event e-marketers
would check (NCCTE.9_12.ME.6670.2.04)
A. text files
B. direct delivery programs
C. clickstream data
D. internet service providers
4. Which of the following is a secondary source of sport/event information
(NCCTE.9_12.ME.6670.2.04)
A. personal interviews
B. computerized surveys
C. accounting records
D. demographic reports
5. A sport/event organization that wants to obtain information about the population in a
certain geographic location might use (NCCTE.9_12.ME.6670.2.04)
A. government sources
B. telephone surveys
C. primary databases
D. personal questionnaires
6. Which of the following might a sport/event organization search to obtain marketing
information (NCCTE.9_12.ME.6670.2.05)
A. foundations
B. media
C. newsletters
D. internet
7. A professional soccer league is considering an expansion team in a certain city. What is
the best online secondary source to obtain current demographic information about the
location? (NCCTE.9_12.ME.6670.2.05)
A. youth magazine
B. government census
C. national news outlet
D. sporting goods association
8. What type of marketing information might a business obtain by monitoring sales
invoices? (NCCTE.9_12.ME.6670.2.05)
A. service tactics
B. profit margin
C. sales territory
D. customer profiles
9. Which of the following is a reason why businesses should regularly monitor their
internal records that contain marketing information: (NCCTE.9_12.ME.6670.2.05)
A. To compile regulatory data
B. To review employment trends
C. To analyze product performance
D. To prioritize investment goals
10. What internal records do many businesses monitor in order to obtain useful marketing
information? (NCCTE.9_12.ME.6670.2.05)
A. Sales reports
B. Trade journals
C. industry projections
D. print advertisements
11. Which of the following internal records might a business use to analyze information
regarding customer satisfaction levels: (NCCTE.9_12.ME.6670.2.05)
A. expense reports
B. debit receipts
C. credit reports
D. comment cards
12. What type of competitor information is important for sport/event organizations to
maintain in a database? (NCCTE.9_12.ME.6670.2.05)
A. consumption
B. demographics
C. market size
D. price lists
13. A database of competitor information often contains information about the
competitor's (NCCTE.9_12.ME.6670.2.05)
A. budget structure
B. production techniques
C. advertising media
D. creative strategy
14. One type of sport/event marketing information is information that is obtained from
(NCCTE.9_12.ME.6670.2.06)
A. managers
B. referees
C. coaches
D. spectators
15. Which of the following sources is the most appropriate for obtaining primary
marketing information about fans' opinions about a rock band's new album:
(NCCTE.9_12.ME.6670.2.06)
A. concession vendors
B. concert attendees
C. event ushers
D. facility managers
16. One way for the WSC Swim and Racquet Club to obtain primary information about
the quality of its facilities and the level of its services is by (NCCTE.9_12.ME.6670.2.06)
A. reading industry publications
B. surveying club members
C. viewing competitors' web sites
D. collecting promotional literature
17. An important part of target marketing in the sports and entertainment industry
involves appealing to potential customers who have (NCCTE.9_12.ME.6670.3.01)
A. past experience
B. athletic ability
C. leisure time
D. disposable income
18. Which of the following is a factor that sports and entertainment marketers consider
when targeting customers for a specific event (NCCTE.9_12.ME.6670.3.01)
A. personalities
B. demographics
C. expectations
D. affiliations
19. What should a sports or entertainment event do in order to be successful?
(NCCTE.9_12.ME.6670.3.01)
A. earn maximum profits
B. generate favorable press
C. satisfy customer wants
D. promote popular causes
20. Males between the ages of 18-35 who are sports-minded and live in Orlando, Florida is
an example of a (NCCTE.9_12.ME.6670.3.01)
A. niche market
B. demographic characteristic
C. sponsor
D. marketing mix
21. The promoters of an extreme-sports weekend would most likely target which of the
following (NCCTE.9_12.ME.6670.3.01)
A. professional athletes
B. older men, ages 40-50
C. business executives
D. young men, ages 12-34
22. When a sport marketer considers factors such as lifestyles and interest levels in a
specific sport, s/he is segmenting a market on the basis of (NCCTE.9_12.ME.6670.3.01)
A. gender
B. demographics
C. geographics
D. psychographics
23. Which of the following best enables marketers to target specific groups of customers so
that the marketers can focus their promotional efforts to get the best results:
(NCCTE.9_12.ME.6670.3.04)
A. Advertising
B. Direct marketing
C. Publicity
D. Sales promotion
24. Which of the following is a characteristic of most online banner advertisements:
(NCCTE.9_12.ME.6670.3.04)
A. Productive
B. Restrictive
C. Selective
D. Interactive
25. Which of the following is an example of online advertising:
(NCCTE.9_12.ME.6670.3.04)
A. Hosting chat rooms
B. Providing information
C. Sponsoring a web site
D. Giving away gifts
26. Which of the following types of sport/event businesses would be most likely to place a
banner advertisement on a ski resort's web site: (NCCTE.9_12.ME.6670.3.04)
A. shoe manufacturer
B. snowboard retailer
C. Cross-training equipment distributor
D. Rock-climbing boot retailer
27. A tire producer is most likely to advertise its products on a website that interests
(NCCTE.9_12.ME.6670.3.04)
A. fitness trainers
B. marathon runners.
C. auto racing enthusiasts.
D. tennis fans.
28. The part of a print advertisement that is noticed first by readers is the
(NCCTE.9_12.ME.6670.3.03)
A. business identification
B. illustration.
C. white space.
D. copy.
29. When Arm and Hammer advertises that its baking soda gets rid of odors in
refrigerators, its ad copy is pointing out the product's (NCCTE.9_12.ME.6670.3.03)
A. uses.
B. producer.
C. price.
D. features.
30. Advertising copy that states "Only 3 days left" is trying to
(NCCTE.9_12.ME.6670.3.03)
A. encourage action.
B. describe features.
C. identify benefits.
D. make a claim.
31. Computers are complex products and have features that need to be explained. Which of
the following elements would be crucial to include in an advertisement for a new
computer: (NCCTE.9_12.ME.6670.3.03)
A. Slogan
B. Headline
C. Copy
D. Illustration
32. What form of advertising involves a company paying an athlete to appear in a televison
commercial or newspaper ad? (NCCTE.9_12.ME.6670.3.02)
A. Endorsement
B. Testimonial
C. Promotion
D. Broadcast
33. A business wants to create or emphasize positive associations between a specific sport
and itself. What type of advertising media should the business consider using?
(NCCTE.9_12.ME.6670.3.02)
A. Stadium signage
B. Opt-in e-mail
C. Contest
D. Newspaper
34. When a performer expands into international markets, an important consideration for
his/her promotional efforts is that it is often necessary to (NCCTE.9_12.ME.6670.3.02)
A. assume that literal language translations are acceptable.
B. use the same advertising strategy with all markets.
C. develop different brands for each market.
D. adapt promotional messages for each market.
35. To generate excitement about its newly remodeled facilities, Wilmer's Hotel plans to
send advertising messages to past guests via their cell phones. Each message will contain
a brief video showcasing new features and services that the hotel offers. Which type of
mobile messaging service should Wilmer's use? (NCCTE.9_12.ME.6670.3.04)
A. Complex messaging services (CMS)
B. Short messaging services (SMS)
C. Multimedia messaging services (MMS)
D. Digitized messaging services (DMS)
36. Currently, which of the following mobile advertising strategies has been most
successful: (NCCTE.9_12.ME.6670.3.04)
A. Rich media
B. Text message with coupon
C. Cross-platform campaign
D. Banner ad campaign
37. A business places a matrix on a promotional sign that potential customers can scan with
their smartphones. After scanning the matrix, potential customers have digital
"coupons" in their smartphones, which they use to obtain discounted products at the
point of purchase. This form of mobile advertising involves the use of
(NCCTE.9_12.ME.6670.3.04)
A. cable-network tags
B. reverse-messaging features.
C. reciept-verification applications.
D. quick-response codes.
38. Sport/event industries often use the electronic media to (NCCTE.9_12.ME.6670.3.04)
A. conduct worldwide research.
B. attract advertising support.
C. encourage athletes to participate.
D. motivate customers to buy.
39. How does a professional sports team earn revenue when it permits games to appear on
television? (NCCTE.9_12.ME.6670.3.04)
A. Participating in merchandising programs.
B. Sponsoring charitable events
C. Selling broadcast rights
D. Promoting the games on its web site
40. To attract fans to their web sites, professional sport organizations, media outlets, and
entrepreneurs offer online simulations that allow fans to build their own sport teams
and compete against other fans' sport teams. This growing industry is referred to as
(NCCTE.9_12.ME.6670.3.04)
A. online exchange.
B. data interchange.
C. game works.
D. fantasy sports.
41. When writing information to post on web sites, Internet businesses should
(NCCTE.9_12.ME.6670.3.05)
A. break the text into short, manageable sections with many headlines.
B. boost content appeal and interest with quips, stories, and humor.
C. use jargon and bulleted points to emphasize important content.
D. consolidate information by constructing long, descriptive sentences.
42. Why is it important for internet businesses to write content for their web-site home
pages that is interesting as well as concise? (NCCTE.9_12.ME.6670.3.05)
A. Message is complex.
B. Access is restricted.
C. Design is simple.
D. Space is limited.
43. When an advertising agency develops content for a client's web site, the writer should
format the text so it is easy for the web site's visitors to (NCCTE.9_12.ME.6670.3.05)
A. order desired goods.
B. identify the tagline.
C. locate relevant information.
D. translate features into benefits.
44. One of the advantages of direct-mail advertising is that the advertiser can
(NCCTE.9_12.ME.6670.3.05)
A. aim the message to specific customers.
B. avoid complying with postal regulations.
C. focus on mass marketing techniques.
D. compete with other advertisers.
45. Which of the following is a disadvantage of using direct-mail letters as a form of
promotion: (NCCTE.9_12.ME.6670.3.05)
A. The advertiser is limited to the type of letter formats that are available.
B. The advertiser cannot be selective about who receives the letters.
C. Many people think of the letters as "junk mail" to be discarded without opening.
D. People usually expect the letters to arrive at specific times.
46. What is the most ineffective way to address a piece of direct mail?
(NCCTE.9_12.ME.6670.3.05)
A. To the title of the recipient
B. To the company
C. To the recipient by name
D. To the recipient by name and title
47. One advantage of writing direct-mail letters that include coupons or reply cards is that
the result of the advertising effort is (NCCTE.9_12.ME.6670.3.05)
A. inexpensive.
B. traditional.
C. measurable.
D. competitive.
48. When developing a direct mail offer for sport/event products, it is important that the
mailing piece be (NCCTE.9_12.ME.6670.3.05)
A. addressed in an impersonal way.
B. printed on expensive paper.
C. designed to attract attention.
D. sent to everyone in the area.
49. A business that asks customers to forward an e-mail to their friends or associates is
engaged in (NCCTE.9_12.ME.6670.3.06)
A. suggestion selling.
B. direct advertising.
C. image building.
D. viral marketing.
50. Which of the following is the most common use of opt-in e-mail marketing:
(NCCTE.9_12.ME.6670.3.06)
A. Subscriptions.
B. Announcements
C. Attachements
D. Confirmations
51. One of advantage of using e-mail marketing is that it is (NCCTE.9_12.ME.6670.3.06)
A. anonymous.
B. profit oriented.
C. cost effective.
D. impersonal.
52. Which of the following is an example of a business's using e-mail in a timely manner:
(NCCTE.9_12.ME.6670.3.06)
A. Describing features of expensive products
B. Addressing messages to individual customers
C. Sending customers a notice of tomorrow's sale
D. Targeting groups that subscribe to newsletters
53. One of the disadvantages to marketers using streaming video e-mail is that it requires
the recipient to have a(n) (NCCTE.9_12.ME.6670.3.06)
A. complicated operating system.
B. sophisticated computer keyboard.
C. high-speed internet connection.
D. cloud computing.
54. Which of the following decreases the costs to a business of using newspaper advertising:
(NCCTE.9_12.ME.6670.3.08)
A. Color requirements
B. Sliding-scale rates
C. Preferred position
D. Split-runs
55. The cost to a business of radio spots will vary with the (NCCTE.9_12.ME.6670.3.08)
A. basic production costs
B. size of the business.
C. number of listeners being reached.
D. type of information being aired.
56. An important factor in determining rates for outdoor advertising is its
(NCCTE.9_12.ME.6670.3.08)
A. short life.
B. ease of replacement.
C. visibility.
D. artistic appeal
57. When an advertiser wants to reach specific target markets, which type of print medium
would be most cost-effective? (NCCTE.9_12.ME.6670.3.08)
A. Newspapers
B. Billboards
C. Direct mail
D. Yellow pages
58. Which of the following is the most appropriate promotional medium for a local
hardware store: (NCCTE.9_12.ME.6670.3.08)
A. Local newspaper
B. Network television
C. Local rock station
D. National news magazine
59. A business owner saved money by contracting with the local newspaper to purchase a
series of ads over a period of time which entitled the business to a
(NCCTE.9_12.ME.6670.3.08)
A. flat rate.
B. volume discount.
C. free insert.
D. preferred position.
60. Businesses that buy broadcast advertising time often ask for information about the
_______ before purchasing the time. (NCCTE.9_12.ME.6670.3.08)
A. qualifications of management
B. ownership of the stations
C. popularity of newscasters
D. ratings for certain shows
61. When a business places print advertisements in a magazine that has a specific
readership reach, it is basing its buying decisions on the publication's
(NCCTE.9_12.ME.6670.3.08)
A. motivation
B. reputation
C. circulation
D. participation
62. Businesses generally pay more for newspaper advertisements when purchasing space at
a _________ rate. (NCCTE.9_12.ME.6670.3.08)
A. preferred-position
B. run-of-page
C. contract
D. frequency
63. A sport/event organization can determine advertising reach of a magazine by analyzing
the publication's (NCCTE.9_12.ME.6670.3.08)
A. billing cycle.
B. circulation.
C. finances.
D. response mode.
64. Which of the following media vehicles might a sport/event marketer choose to promote
a celebrity baseball game to many people throughout a metropolitan area:
(NCCTE.9_12.ME.6670.3.08)
A. Internet advertising
B. Airplane banners
C. Movable billboard
D. Stadium posters
65. Which of the following types of media should an event planner use to promote an
upcoming local charity event to the general public: (NCCTE.9_12.ME.6670.3.08)
A. Direct mail
B. Local television
C. National newspaper
D. Consumer magazine
66. What do businesses need to remember after they send a news release to the media?
(NCCTE.9_12.ME.6670.4.03)
A. The business should continuously are willing to publish all the news releases they
receive.
B. Most magazines and newspapers are willing to publish all the news releases they
receive.
C. Media outlets will only use press releases for businesses that purchase
advertising.
D. The editor decides whether to publish or broadcast the release.
67. When writing news releases, businesses should avoid including their
(NCCTE.9_12.ME.6670.4.03)
A. opinions.
B. statistics
C. goals.
D. locations.
68. Developing positive relationships with people who work for local television stations and
newspaper publishers is a way for an advertising agency to generate _______ for its
clients. (NCCTE.9_12.ME.6670.4.03)
A. new markets
B. cash
C. sales promotion
D. publicity
69. Which of the following is an example of a business using a celebrity's appearance to
attract customers to an event: (NCCTE.9_12.ME.6670.4.02)
A. An actor stars in the lead role of a film that is based on a best-selling novel.
B. A professional athlete announces her/his plans to retire within six months.
C. An athletic-shoe company distributes a press release about a new endorsement
deal.
D. A rock star signs copies of his/her latest CD at a store's grand opening.
70. The body of an e-mail that reads, "Dear Sue, we hope you are enjoying the newsletter,"
is an example of a/an ______ message. (NCCTE.9_12.ME.6670.3.07)
A. understandable
B. compelling
C. focused
D. personalized
71. Which of the following is an advantage to a business of using an in-house system to send
bulk e-mailings: (NCCTE.9_12.ME.6670.3.07)
A. Costs are tied to volume.
B. Last-minute changes are possible.
C. Control of delivery is limited.
D. Up-front costs are low.
72. What is a guideline for businesses to follow when creating mailing lists?
(NCCTE.9_12.ME.6670.3.07)
A. Obtain names from local competitors
B. Identify all people in a certain area
C. Choose individuals who want the e-mail
D. Ask employees for names of relatives
73. What mailing technique do businesses often use if they do not have mailing-list
software? (NCCTE.9_12.ME.6670.3.07)
A. Autoresponder
B. Internet Service Provider
C. Bookmark feature
D. Blind Carbon Copy
74. Which of the following is most likely to be visible to search engine spiders:
(NCCTE.9_12.ME.6670.3.04)
A. Flash files
B. Java applets
C. HTML text
D. Images
75. What do businesses often include with a news release to attract an editor's attention:
(NCCTE.9_12.ME.6670.4.03)
A. Promotional souvenir
B. Captioned photograph
C. Reference list
D. Thank-you letter
76. One reason it is important for professional sport/event organizations to develop
advance ticket sales plans is because the generated revenue helps organizations to
(NCCTE.9_12.ME.6670.4.1)
A. increase general admission ticket sales.
B. decrease operational costs.
C. cover pre-event expenses.
D. reduce the risk of ticket scalping activities.
77. To increase revenue, professional baseball and football teams often sell advertising that
appears (NCCTE.9_12.ME.6670.4.01)
A. on national television.
B. in local magazines.
C. on the back of tickets.
D. in community newspapers.