Test Answer
Key
District:
CMS
Test:
9_12 Marketing 6670 - Sp and En Mkt 1 Test 2
Description:
FINAL EXAM
Form:
501
1. Professional sports teams benefit their surrounding community by (NCCTE.9_12.ME.6670.1.01)
A. endorsing local political candidates.
B. attracting tourist dollars.
C. hiring handlers to make sure athletes behave.
D. making seat licenses available to season ticket holders.
2. 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.
3. 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.
4. What should a business anticipate when developing a project plan? (NCCTE.9_12.ME.6670.2.02)
A. research
B. publicity
C. change
D. secrecy
5. The Chamber of Commerce for a large city estimates the income for the city generated by the sales tax,
parking fees, food-service tax, and amusement tax collected as a result of a rock concert. This is an
example of _______________ impact. (NCCTE.9_12.ME.6670.1.01)
A. total
B. indirect
C. fiscal
D. direct
6. 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
7. 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)
8. 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.
9. When a professional football expansion team is established in a community, the economic impact might
result in (NCCTE.9_12.ME.6670.1.01)
A. business closures, job layoffs, and high inflation rates.
B. more tourism, lower tax rates, and high interest rates
C. increased job creation and more consumer spending.
D. higher tax rates and fewer financial investment opportunities.
10. A unique characteristic of the sport industry is that it seeks to attract markets that
(NCCTE.9_12.ME.6670.1.01)
A. demand mostly tangible products
B. have consumers with artistic talent
C. include spectators and participants
D. are concerned with environmental issues
11. The core benefits to customers who purchase sport products include entertainment, health, and
(NCCTE.9_12.ME.6670.1.01)
A. promotion
B. independence
C. achievement
D. adaptability
12. A characteristic of an event is that it is produced and consumed (NCCTE.9_12.ME.6670.1.02)
A. during planned intervals
B. at the same time
C. by the same group of people
D. in unemotional ways
13. One characteristic of event marketing involves promoting and selling a(n)
(NCCTE.9_12.ME.6670.1.02)
A. tangible product
B. unique experience
C. nonperishable item
D. physical appeal
14. Promoting and selling an intangible product that is immediately consumed and cannot be resold is a
unique characteristic of ___________ marketing. (NCCTE.9_12.ME.6670.1.02)
A. target
B. mass
C. event
D. direct
15. Which of the following is an example of marketing the sport event: (NCCTE.9_12.ME.6670.1.02)
A. holding a race for a charitable organization
B. selling food products to a concession stand
C. delivering exercise bikes to retailers
D. distributing information about a NASCAR race
16. Which of the following help create the excitement and enthusiasm that make the games what they are:
(NCCTE.9_12.ME.6670.1.02)
A. team owners
B. coaches
C. trainers
D. spectators
17. One of the main differences between professional and amateur athletes is that for professionals , the
game is often (NCCTE.9_12.ME.6670.1.02)
A. their occupation
B. closed to the public
C. free of charge
D. played for enjoyment
18. The National Collegiate Athletic Association and the Professional Golfers' Association are examples
of (NCCTE.9_12.ME.6670.1.02)
A. labor unions
B. trade associations
C. sanctioning bodies
D. professional societies
19. A person responsible for matching up corporations with events that reach their target market has a
career in (NCCTE.9_12.ME.6670.1.03)
A. sponsorship management
B. sales promotion
C. hospitality
D. advertising sales
20. You are marketing the premiere of a new Lexus model, which will be revealed at a car show in
Detroit. You are in charge of advertising. Which of the following would be your responsibility:
(NCCTE.9_12.ME.6670.1.03)
A. Researching the target audience
B. Conducting test drives
C. Taking ticket orders
D. Buying commercial time on television
21. Which of the following marketing activities involves writing press releases and organizing news
conferences for a sport organization: (NCCTE.9_12.ME.6670.1.03)
A. Promotions
B. Advertising
C. Media relations
D. Community relations
22. Which of the following marketing activities involves responsibility for a sport organization's licensing
activities: (NCCTE.9_12.ME.6670.1.03)
A. Community relations
B. Public relations
C. Sales
D. Merchandising
23. Which of the following statements regarding direct-mail marketing campaigns is true:
(NCCTE.9_12.ME.6670.1.04)
A. They should contain detailed data.
B. They are highly cost-efficient.
C. They are easy to track.
D. They should include a call to action.
24. Over the years, Wrigley Field has earned a reputation as one of the best places to watch a Major
League Baseball game. This is called brand (NCCTE.9_12.ME.6670.1.04)
A. awareness.
B. image.
C. image extension.
D. loyalty.
25. When a telephone customer's order includes detailed information concerning the order, the
salesperson should (NCCTE.9_12.ME.6670.1.05)
A. refer the customer to the manager.
B. remember what the customer is saying.
C. write down the information.
D. tell the customer to order in person.
26. A primary reason that many colleges and universities sell the naming rights for their new football
stadiums or basketball arenas is to (NCCTE.9_12.ME.6670.1.06)
A. help pay for construction expenses.
B. honor a former student-athlete.
C. create publicity for the new facility.
D. encourage fans to attend sports events.
27. What might a sports organization offer a business to encourage that business to sponsor an event?
(NCCTE.9_12.ME.6670.1.06)
A. naming rights
B. percent of profits
C. partial ownership
D. Free advertising
28. A primary reason that large businesses purchase the naming rights to a new sport/event facility is
because it (NCCTE.9_12.ME.6670.1.06)
A. usually increases spectator fan-base loyalty levels.
B. is the least expensive way to create name recognition.
C. reduces the need to engage in other promotional activities.
D. provides exclusivity and has potential to maximize exposure.
29. Athletes are often considered to be particularly effective promoting products related to their
(NCCTE.9_12.ME.6670.1.06)
A. education.
B. background.
C. sport.
D. lifestyle.
30. A celebrity's appearing in a commercial for a soft drink while wearing a certain brand of clothing and
holding a certain brand of tennis racquet is an example of (NCCTE.9_12.ME.6670.1.06)
A. cross-promotion.
B. public relations.
C. team-building.
D. personal selling.
31. A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial
is giving a(n) (NCCTE.9_12.ME.6670.1.06)
A. personal observation
B. testimonial
C. interview
D. sales presentation
32. Which of the following is an example of a celebrity endorsing an event simply by being associated
with it: (NCCTE.9_12.ME.6670.1.06)
A. saying a tournament is great
B. Attending a grand opening
C. Appearing in a print ad
D. Cheering for a football team
33. Mask Company set up a hospitality tent outside the Olympics arena. Its goal was to encourage
patrons to view it as an Olympics sponsor even though it had not paid sponsorship fees. This is an
example of ____________ marketing. (NCCTE.9_12.ME.6670.1.07)
A. target
B. ambush
C. direct
D. internet
34. A good way for salespersons to prevent customer complaints is by (NCCTE.9_12.ME.6670.1.08)
A. accurately determining each customer's needs
B. show customers high-priced products
C. pressuring customers to buy quality products
D. asking the customer a lot of personal questions
35. The hostess received Mrs. Jones's reservation request for eight people very pleasantly, but she also
stated, "The restaurant will only provide one check for parties of eight or more." Mrs. Jones was
dissatisfied with this answer. The major area of this customer's complaint concerns the restaurant's
(NCCTE.9_12.ME.6670.1.08)
A. prices
B. policy
C. product
D. personnel
36. What should you do to determine whether a customer's complaint is justified?
(NCCTE.9_12.ME.6670.1.08)
A. ask a supervisor
B. restate the complaint
C. take immediate action
D. investigate the problem
37. What is often one of the first steps in processing an incoming telephone order?
(NCCTE.9_12.ME.6670.1.09)
A. Exploring pricing policy
B. Obtaining customer's name
C. Describing each item
D. Checking for availability
38. When creating tickets for a sport/event, organizations often embed special watermarks into the ticket
design to (NCCTE.9_12.ME.6670.1.10)
A. boost fan attendance rates.
B. reduce the tickets' printing costs.
C. discourage counterfeiting activities.
39. Why do event organizers develop production schedules? (NCCTE.9_12.ME.6670.2.01)
A. To analyze safety and health considerations for the event
B. To organize rehearsals prior to the day of the event
C. To arrange for the media to broadcast the event
D. To outline all of the activities needed to prepare for the event
40. A basketball team wins a postseason playoff game and proceeds to play another team for the regional
championship. In what type of tournament is the basketball team participating?
(NCCTE.9_12.ME.6670.2.01)
A. Tri-level
B. Multistage
C. Heat
D. Scramble
41. Why is it important to think ahead about how you will monitor your project?
(NCCTE.9_12.ME.6670.2.02)
A. To make sure the project's quality doesn't suffer
B. To pick the right helpers
C. To practice monitoring the project
D. To guarantee the availability of needed resources
42. Why is it important to define your project precisely? (NCCTE.9_12.ME.6670.2.02)
A. so you can spend less money
B. So you can create something tangible
C. So you can involve other people
D. So you can achieve your objectives
43. Which of the following is a true statement about project planning: (NCCTE.9_12.ME.6670.2.02)
A. With a project plan, you can mentally walk through your project from start to finish
B. You should avoid a custom-made project plan
C. Through project planning, you can evaluate what you have accomplished
D. You should minimize the involvement of others in the planning process
44. 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
45. 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
46. 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
47. 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
48. 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
49. 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
50. 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
51. 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
52. 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.
53. 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
54. 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
55. 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.
56. 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
57. 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.
58. 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.
59. 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.
60. 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.
61. 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
62. 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.
63. 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
64. For higher response rates, businesses should develop marketing e-mail messages that are
(NCCTE.9_12.ME.6670.3.07)
A. short, simple, and understandable.
B. relevant, short, and complex.
C. interesting, unique, and lengthy.
D. appealing, complex, and relevant.
65. What should businesses do to detect any problems before sending an e-mail to everyone on their list?
(NCCTE.9_12.ME.6670.3.07)
A. Finalize a signature
B. Format the message
C. Prepare a response
D. Conduct a test run
66. 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.6670.3.08)
A. increase general admission ticket sales.
B. decrease operational costs.
C. cover pre-event expenses.
D. reduce the risk of ticket scalping activities.
67. The Fit and Lively Fitness Center wants to increase its membership, so it is planning to run a
television ad to promote lower membership fees for a limited time. If the target audience is 939,000
16- to 36-year-old females, and 313,000 of the target audience is exposed to the message, what is the
percentage of reach for a local cable-television advertisement? (NCCTE.9_12.ME.6670.3.08)
A. 36
B. 33
C. 39
D. 30
68. 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
69. 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
70. What is the percentage of reach for a local radio sporting-goods advertisement if the target audience
is 875,000 18-30-year-old males and 393,750 of the target audience is exposed to the message?
(NCCTE.9_12.ME.6670.3.08)
A. 45
B. 40
C. 35
D. 30
71. 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.
72. 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
73. 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
74. A business owner who wants to obtain a reduced rate for a series of local radio commercials might
contract for what type of promotion? (NCCTE.9_12.ME.6670.3.08)
A. Package
B. Display
C. Transit
D. Contingent
75. 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
76. 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.
77. What is the most appropriate media-scheduling strategy for advertising food and other frequently
purchased items? (NCCTE.9_12.ME.6670.3.08)
A. Continuous
B. Flighting
C. Pulsing
D. Intermittent
78. 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
79. Which of the following is a qualitative media factor used in the selection of promotional media:
(NCCTE.9_12.ME.6670.3.08)
A. Reach
B. Frequency
C. Impact
D. Cost per thousand
80. Your business wants to sell a shipment of goods by the end of the current work week at the lowest
possible advertising cost. Which of the following promotional media would be best:
(NCCTE.9_12.ME.6670.3.08)
A. An ad in next Sunday's paper
B. A direct mail campaign
C. Point-of-purchase displays
D. Radio spot commercials
81. 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.
82. 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.
83. 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
84. One reason sport/event organizers often plan a day to give the media an opportunity to visit the site in
advance is to encourage the media to (NCCTE.9_12.ME.6670.4.03)
A. set up broadcast equipment.
B. pick up their credentials.
C. publicize the preparations.
D. hold a press conference.
85. What do sport/event planners often develop to encourage television and newspaper coverage?
(NCCTE.9_12.ME.6670.4.03)
A. Sales promotions
B. Local contests
C. Media guides
D. Creative themes
86. Why is it important for professional sport organization to develop relationships with the media?
(NCCTE.9_12.ME.6670.4.03)
A. To maximize favorable news and event coverage
B. To reduce the need to obtain alternate sources of income
C. To obtain endorsement deals with professional athletes
D. To prevent the release of information to the public
87. Which of the following is an advantage to a sport organization that develops an interactive
relationship with the broadcast and print media: (NCCTE.9_12.ME.6670.4.03)
A. Ensures confidential information exchanges
B. Decreases the need for a public-relations plan
C. Builds mutually favorable relationships
D. Reduces organizational crisis risks
88. Following a rash of newspaper criticism for being overpaid, a multimillion-dollar athlete signed up to
be a volunteer spokesperson for Special Olympics. What was the athlete attempting to accomplish by
promoting this move to the press? (NCCTE.9_12.ME.6670.4.03)
A. Obtain a tax deduction
B. Attract a new sponsor
C. Gain more income
D. Overcome negative publicity
89. Which of the following do event organizers often include in an event to add interest and excitement to
the event: (NCCTE.9_12.ME.6670.4.04)
A. Dress rehearsal
B. Long intermission
C. Celebrity appearance
D. Sponsor recognition
90. When attending a sporting event, most fans expect that the facility will provide them with a(n)
(NCCTE.9_12.ME.6670.4.05)
A. learning situation.
B. winning experience.
C. safety environment.
D. ordinary performance.
91. What is the advantage to a business of placing signage on the outfield stadium wall during a televised
professional baseball game? (NCCTE.9_12.ME.6670.4.06)
A. Ensures higher sales
B. Lowers promotional expenses
C. Provides free publicity
D. Increases brand awareness
92. Which pricing strategy sets prices lower than those of the competition? (NCCTE.9_12.ME.6670.4.07)
A. Smoothing
B. Stretching
C. Penetration
D. Skimming
93. When prices go up or down, the change can affect how much of the sport/event product customers
purchase. This is a general of (NCCTE.9_12.ME.6670.4.07)
A. elasticity
B. market segmentation.
C. smoothing.
D. "total cost."
94. Why might a sport/event organization price entry fees for a marathon below the normal rate?
(NCCTE.9_12.ME.6670.4.07)
A. To establish their event as "luxury"
B. To encourage maximum participation
C. To create profits
D. To meet competitors prices
95. Which of the following is a consideration when implementing a ticket sales campaign:
(NCCTE.9_12.ME.6670.4.08)
A. Name recognition
B. Seating arrangement
C. Immediate accessibility
D. Organized hospitality
96. When you ask, "How will my customers receive this sales promotion?" which step in the process of
generating "out-of-the-box" sales promotion ideas are you completing? (NCCTE.9_12.ME.6670.4.08)
A. Determine how to get the news out.
B. Determine creativity.
C. Determine incentive.
D. Determine delivery.
97. When you ask, "What does this sales promotion offer to customers?" which step in the process of
generating "out-of-the-box" sales promotion ideas are you completing? (NCCTE.9_12.ME.6670.4.08)
A. Determine how to get the news out.
B. Determine creativity.
C. Determine delivery.
D. Determine incentive.
98. A sports marketer has developed a sales packet that contains a team brochure, schedule, and a season
ticket application. Why should all of the materials have the same basic appearance?
(NCCTE.9_12.ME.6670.4.09)
A. To customize the materials to specific groups
B. To motivate the recipients to open the sales packet
C. To indicate that the materials are all from one organization
D. To provide information that is relevant to the upcoming season
99. Which of the following selling options is one that sport/event marketers are most likely to use to reach
individual season ticket holders: (NCCTE.9_12.ME.6670.4.09)
A. Personal selling
B. Product demonstration
C. Direct mail
D. Distribution outlets
100. A lottery system is an equitable way of selling tickets to school alumni when the demand for college
football tickets (NCCTE.9_12.ME.6670.4.1)
A. fluctuates every season.
B. is lower than originally anticipated.
C. remains consistent over time.
D. is higher than the available supply.