Name____________________________________
Sports Marketing
Standard 1 and 2 Test
1. An athlete that performs for monetary compensation is a ___________________ athlete.
2. A sport that is overseen by a sanctioning body, has established rules and regulations is
considered a(an) _____________________________ sport.
3. Identifying similar groups of consumers based on marketing characteristics is called:
_________________________.
4. Applying marketing principles to a team, league, or venue is called marketing ______________
sports.
5. Product, Service, Price, Promotion, and ______________________ makes up the sports
marketing mix.
6. A sports that is not overseen by a sanctioning body—may have rules of play, is called a(an)
____________________________ sport.
7. Segmenting a market based on rate of use is considered _________________________
segmentation.
8. Information about Goods, Services, and Ideas, reach customers through __________________.
9. A person who uses a product or service is a ____________________________-.
10. The “P” that effects advertising and public relations is the __________________ part of the
sports marketing mix.
11. Segmenting a market based on race, religion, gender, age, etc. is called
_____________________ segmentation.
12. Positive stress derived from attending and being involved in a sporting event is called
_____________________.
13. Segmenting a market based on interests and activities is called _______________________
segmentation.
14. Organization of an event which outlines exchanges and relationships. The event, sponsor, and
audience or spectator makes up the event __________________________.
15. When the sponsor uses the draw and appeal of an event to promote its goods or services it is
using ______________________ __________________________.
16. Exchanges for exposure or money is _________________________________.
17. That organization that oversees and creates rules for an organized sport is the
___________________________ _______________________________.
18. People exchange money in order to participate in or watch an ____________________.
19. An item that can be touched/felt and that holds up over time is the definition of a
______________ good.
20. Exchanges for tickets/entertainment, or products/services is called: _____________________.
21. Customers who get benefits from observing an event or being entertained are
called:__________________________.
22. An athlete that performs without direct monetary compensation is considered a
__________________ athlete.
23. A sports industry intermediary which is responsible for leveraging an athlete’s worth is called a
________________.
24. Using sports to promote non-sports businesses is called marketing ________ sports.
25. The four P’s—product, price, promotion, place—make up the ________________ ________.
26. Segmenting a market based on region, climate, or location is called
______________________________ segmentation.
27. A person who purchases a product or service is called a _____________________________.
Multiple Choice: Choose the best answer for each statement. There is only ONE right answer for each
statement.
28.
Which of the following is a reason that sponsorship is becoming increasingly popular as a
marketing medium:
a.
Television audiences are becoming more fragmented as a result of the increase in cable
channels.
b.
Consumers are increasingly interested in two-way communications
c.
Consumers are more accepting of sponsorship messages than traditional advertising
messages
d.
All of the above
29.
Which of the following messages would NOT be delivered effectively through sponsorship:
a.
Pepsi matches the lifestyle of the audience
b.
Pepsi supports amateur sports
c.
Pepsi is currently sale priced at participating retailers
d.
Pepsi will contribute a portion of each purchase price to the Children’s Miracle Network
e.
None of the above
30.
Which of the following is an example of leveraging a sponsorship:
a.
Making sure all event staff is over age 18
b.
Sponsoring only professional events
c.
Purchasing advertising time during the broadcast of the sponsored event
d.
All of the above
31.
Individuals or companies that provide a supply of goods or services are:
a.
consumers
b.
distributors
c.
sales persons
d.
producers
32.
Which of the following is a reason a team would utilize marketing?
a.
to lure a new coach to the organization
b.
to lure a free-agent player to the organization
c.
to lure new fans to the venue, ballpark, stadium, or arena
d.
all of the above
33.
An individual or company which as an unmet need is a:
a.
distributor
b.
consumer
c.
producer
d
sales person
34.
Which of the four P’s of marketing effects distribution and shipping of goods?
a.
place
b.
promotion
c.
pricing
d.
product
35.
Which is a marketing transaction where money is typically traded for a good or service between
producers and consumers?
a.
transaction
b.
trade
c.
sale
d.
exchange
36.
Which of the following is an example of a durable good?
a.
personal trainer
b.
fishing guide
c.
accounting
d.
baseball mitt
37.
Which of the four P’s of marketing effects advertising and public relations?
a.
product
b.
pricing
c.
place
d.
promotion
38.
__________________ is defined as a sponsor utilizing the appeal and draw of an existing event
to develop an image for its products or services with the audience.
a.
public relations
b.
borrowed equity
c.
community service
d.
relationship marketing
39.
What type of marketing is done when Coca-Cola promotes products during a sporting event?
a.
marketing OF sports
b.
marketing THROUGH sports
c.
marketing IN sports
d.
all of the above
40.
Which of the event triangle components are most concerned with ambush marketing tactics?
a.
event
b.
sponsor
c.
both A and B are correct
d.
None of the above
41.
Which of the components in the event triangle provides money in exchange for promotional
opportunities?
a.
b.
c.
d.
42.
fan
event
sponsor
All of the above
The marketing mix consists of which of the following?
a.
b.
c.
d.
planning, pricing, distribution, promotion
production, pricing, distribution, promotion
production, pricing, promotion, placement
planning, promotion, pricing, public relations
43.
Sports marketing is defined as the marketing of:
a.
sports products
b.
non-sports products using sports
c.
Both A and B are correct
d.
None of the above
44.
The marketing of a league, team, coach, or player is what type of marketing?
a.
marketing OF sports
b.
marketing THROUGH sports
c.
marketing IN sports
d.
None of the above
45.
Which of the components in the event triangle provides money in exchange for entertainment?
a.
sponsor
b.
event
c.
fan
d.
All of the above
46.
Which of the following is an example of a service?
a.
football helmet
b.
baseball uniform
c.
Lacrosse pads
d.
umpire
47.
Which of the event triangle components may trade merchandise for promotional opportunities?
a.
sponsor
b.
fan
c.
event
d.
all of the above
48.
Which of the event triangle components provides money is exchange for merchandise?
a.
fan
b.
event
c.
sponsor
d.
all of the above
Which of the event triangle components provides signage in exchange for money?
a.
event
b.
fan
c.
sponsor
d.
all of the above
49.
50.
Which of the following components are included in the Event Triangle?
a.
Team, advertiser, fan
b.
fan, promoter, advertiser
c.
fan, event, sponsor
d.
consumer, producer, promoter
51.
A sports industry intermediary which is responsible for leveraging athlete’s worth or
determining an athlete’s bargaining power is the __________________
a.
agent
b.
sponsor
c.
media
d.
sanctioning body
52.
Consumers who derive their benefits from the observation of events are known as:
a.
athletes
b.
sponsors
c.
spectators
d.
sanctioning body
Extra Credit:
Complete the following definition of marketing:
Marketing is the ______________________ of planning and executing the conception, pricing,
_____________________, and distribution of ideas, __________________________, or services to
create ___________________________ that satisfy individual and organizational goals and objectives.