MIDTERM REVIEW

advertisement
MIDTERM REVIEW
UNIT 1
1. Professional sports teams benefit their surrounding
community by
A.
endorsing local political candidates.
B.
C.
D.
attracting tourist dollars.
hiring handlers to make sure athletes behave.
making seat licenses available to season ticket holders.
2. 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.
A.
B.
total
indirect
C.
fiscal
D.
direct
3. Which of the following usually is a characteristic of the
sport/event industry:
A.
B.
C.
D.
Manages a worldwide media network
Communicates with a limited audience
Provides products that are different for each consumer
Employs only those people who have athletic ability
4. A unique characteristic of the sport industry is that it
seeks to attract markets that
A.
D.
demand mostly tangible products
B.
have consumers with artistic talent
C.
include spectators and participants
are concerned with environmental issues
5. When a professional football expansion team is
established in a community, the economic impact might
result in
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.
6. One of the main differences between professional and
amateur athletes is that for professionals , the game is
often
A.
B.
closed to the public
C.
D.
their occupation
free of charge
played for enjoyment
7. A characteristic of an event is that it is produced and
consumed
A.
during planned intervals
B.
C.
at the same time
by the same group of people
D.
in unemotional ways
8. Which of the following is an example of marketing the
sport event:
A.
B.
holding a race for a charitable organization
selling food products to a concession stand
C.
D.
delivering exercise bikes to retailers
distributing information about a NASCAR race
9. Promoting and selling an intangible product that is
immediately consumed and cannot be resold is a unique
characteristic of ___________ marketing.
A.
target
B.
mass
C.
event
D.
direct
10. The National Collegiate Athletic Association and the
Professional Golfers' Association are examples of
A.
labor unions
B.
trade associations
C.
sanctioning bodies
D.
professional societies
11. One characteristic of event marketing involves promoting
and selling a(n)
A.
tangible product
B.
unique experience
C.
nonperishable item
D.
physical appeal
12. A person responsible for matching up corporations with
events that reach their target market has a career in
A.
sponsorship management
B.
sales promotion
C.
D.
hospitality
advertising sales
13. Which of the following marketing activities involves
writing press releases and organizing news conferences for
a
sport organization:
A.
B.
C.
D.
Promotions
Advertising
Media relations
Community relations
14. Which of the following marketing activities involves
responsibility for a sport organization's licensing activities:
A.
B.
Community relations
Public relations
C.
D.
Sales
Merchandising
15. Most sport/event products are classified as
A.
B.
C.
D.
pure goods.
pure services.
a combination of goods and services.
a combination of rented and owned-goods services.
16. Your high-school's basketball team went to the state
championship game last year, but didn't even make the
play-offs this year. This is an example of a(n) ____________
sport/event product.
A.
inconsistent
B.
perishable
C.
D.
tangible
consistent
17. 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
A.
B.
C.
awareness.
image.
image extension.
D.
loyalty.
18. The programs, hot dogs, drinks, and souvenirs that fans
buy during a sporting event are part of the total sports
A.
B.
product.
promotion.
C.
market.
D.
strategy.
19. Jacob started training for the Boston Marathon several
months ago and was happy when he finished the
marathon in record time. In this situation, Jacob was
motivated to run in the marathon for personal growth, which
resulted in a(n)
A.
appreciation for others' physical strength.
B.
C.
D.
need to take emotional risks.
sense of pride and accomplishment.
feeling of purpose and belonging.
20. Mark enjoys taking his family to professional baseball
games because of the memories he has of his dad taking
him to games when he was a young boy. What factor
motivates Mark to attend these sports events with his
family?
A.
B.
cultural norms and values
class and gender relations
C.
popular athletes
D.
significant others
21. 85% of a sport organization's season ticket holders live
or work within two hours of the team's home playing
field. In this situation, what factor motivates the season ticket
holders' decision to buy?
A.
B.
C.
D.
The venue's design and layout
The stadium's geographic location
The team's unpredictable performance
Their sense of loyalty to the team's coach
22. Because the outcome of a match is uncertain, many fans
attending a sporting event are motivated by the
game's_____________ value.
A.
B.
financial
entertainment
C.
D.
economic
physical
23. Sarah goes to an exercise class twice a week at a local
gym. She takes the class to maintain a healthy lifestyle
and to catch up with her friends. What motivates Sarah to
attend the exercise class?
A.
B.
The thrill of competition and social status
Low membership costs and sport appreciation
C.
Personal improvement and social facilitation
D.
The need for recognition and personal values
24. Ryan loves baseball and plays year-round in several
community leagues. He's very goal-oriented, focused, and is
out to win every game. In this situation, Ryan participates in
sports because he
A.
wants to maintain a healthy lifestyle.
B.
C.
D.
has a laid-back attitude.
is very competitive by nature.
enjoys socializing with teammates.
25. Which of the following statements is true regarding
sports marketing:
A.
B.
Corporations sponsor sporting events to decrease
their brand recognition.
The distribution of licensed sports apparel is an effective
way to create team and brand awareness.
C.
D.
The use of high-profile athletes to endorse products
does not increase brand recognition.
Sports marketing encompasses only the radio and
television media.
26. Which of the following is an example of a licensed
product:
A.
B.
Buick invitational golf tournament
C.
D.
NASCAR earrings
Converse shoes
Wheaties cereal box featuring an athlete
27. What might a sports organization offer a business to
encourage that business to sponsor an event?
A.
naming rights
B.
percent of profits
C.
partial ownership
D.
Free advertising
28. When designing an event program for a charity event, it
is important to
A.
include the printing costs on the back cover.
B.
C.
D.
provide product samples.
acknowledge the event sponsors.
offer free admission coupons to other events.
29. Which of the following is an example of a celebrity
endorsing an event simply by being associated with it:
A.
saying a tournament is great
B.
Attending a grand opening
C.
D.
Appearing in a print ad
Cheering for a football team
30. Athletes are often considered to be particularly effective
promoting products related to their
A.
B.
education.
background.
C.
D.
sport.
lifestyle.
31. A primary reason that large businesses purchase the
naming rights to a new sport/event facility is because it
A.
B.
usually increases spectator fan-base loyalty levels.
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.
32. Sports marketers have an advantage over all other types
of licensors in the international marketplace because
A.
B.
C.
D.
soccer is so popular.
sports are universally appealing.
foreign countries are usually wealthy.
they already make so much money in the U.S. market.
33. 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
A.
cross-promotion.
B.
public relations.
C.
team-building.
D.
personal selling.
34. A celebrity who is paid to use a product and discuss its
effectiveness during a lengthy TV commercial is giving a
(n)
A.
personal observation
B.
C.
D.
testimonial
interview
sales presentation
35. The ultimate purpose of branding in sport/event
marketing is to
A.
identify the retailer.
B.
create awareness.
C.
obtain a sponsor.
D.
encourage sales.
36. The team name, mascot, and logo are important
elements that a sport/event organization uses to create and
maintain
A.
financial accountability.
B.
brand awareness.
C.
image extension.
D.
market segmentation.
37. The basis for licensing process is
A.
B.
C.
the fans.
manufacturing.
trademarked property.
D.
sponsorship.
38. What are royalties?
A.
A percentage of expected sales
B.
A percentage of actual sales
C.
A percentage of union dues
D.
A percentage of taxes
39. Team-related factors that affect brand equity include
A.
schedule, coaches, and reputation.
B.
tradition, performance, and star athletes.
C.
performance, coaches, and star athletes.
D.
star athletes, schedule, and tradition.
40. A primary reason that many colleges and universities sell
the naming rights for their new football stadiums or
basketball arenas is to
A.
B.
C.
D.
help pay for construction expenses.
honor a former student-athlete.
create publicity for the new facility.
encourage fans to attend sports events.
41. 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.
A.
B.
C.
D.
target
ambush
direct
internet
42. The relationship between a sponsor and a sport entity is
often described as a
A.
B.
merger
partnership
C.
D.
buyout
takeover
43. If Coca-Cola is the only soft-drink sponsor of your
favorite team, Coca-Cola is considered a(n) ____________
sponsor.
A.
B.
dynamic
large-business
C.
D.
sole
exclusive
44. Information about sponsorship, cost, marketing
opportunities, and audience demographics are examples of
information
A.
B.
included in a sponsorship proposal.
C.
D.
provided to ambush marketers.
included in event programs.
provided in the city hosting the event.
45. When NASCAR fans list the sponsors featured on their
favorite driver's car or clothing, they are demonstrating
A.
B.
ambush marketing.
sponsorship clutter.
C.
D.
public service.
brand recognition.
46. Which of the following are the most important
considerations when designing a basketball team's logo:
A.
B.
C.
Mascot and team size
Team name and team size
Team colors and team name
D.
Location and mascot
47. What rule of thumb will help event/sport marketers
develop a memorable logo?
A.
It should be elaborate and flashy.
B.
C.
D.
It should include clip art.
It should be clear and simple.
It should contain at least three colors.
48. What do some professional sport teams do to promote
renewed interest in a team that is losing support from
fans?
A.
B.
Redesign logos
Increase prices
C.
Send newsletters
D.
Change sponsors
49. Which of the following is a characteristic of an effective
sport/event logo:
A.
Remote
B.
Timeless
C.
Practical
D.
Ambiguous
50. When creating tickets for a sport/event, organizations
often embed special watermarks into the ticket design to
A.
B.
C.
boost fan attendance rates.
reduce the tickets' printing costs.
discourage counterfeiting activities.
UNIT 2
1. What is one way that sport/event marketers use
marketing information?
A.
To develop new products
B.
To determine credit scores
C.
To change economic trends
D.
To prepare sales invoices
2. Sporting-goods businesses often gather marketing
information to
A.
B.
C.
identify trends
obtain licensing contracts
gain the respect of competitors
D.
adjust credit ratings
3. Having appropriate data helps sport/event marketers to
set goals that are
A.
open-ended.
B.
realistic.
C.
general.
D.
broad.
4. To learn about its target market's needs and wants, a
professional soccer league should obtain information from
its fans
A.
before it implements organizational changes
B.
C.
only when there appears to be a problem
if ticket sales show short-term improvement
D.
in a proactive and systematic manner
5. Which of the following is a secondary source of
sport/event information
A.
B.
C.
D.
personal interviews
computerized surveys
accounting records
demographic reports
6. A sport/event organization that wants to obtain
information about the population in a certain geographic
location might use
A.
D.
government sources
B.
telephone surveys
C.
primary databases
personal questionnaires
7. To know what websites and advertisements visitors see,
sports and event e-marketers would check
A.
B.
direct delivery programs
C.
D.
text files
clickstream data
internet service providers
8. What is an example of a secondary source of data that a
sport/event marketer can obtain internally?
A.
Magazine article
B.
C.
Trade journal
Government website
D.
Sales report
9. A sport/event marketer is having difficulty finding data
about a competitor. The competitor's financial records are
not public access. Which disadvantage of secondary
research does this situation illustrate?
A.
It can be out of date.
B.
It can be incomplete.
C.
D.
It can be costly.
It can be time-consuming.
10. A database of competitor information often contains
information about the competitor's
A.
B.
budget structure
production techniques
C.
advertising media
D.
creative strategy
11. Which of the following internal records might a business
use to analyze information regarding customer
satisfaction levels:
A.
expense reports
B.
debit receipts
C.
credit reports
D.
comment cards
12. What type of marketing information might a business
obtain by monitoring sales invoices?
A.
service tactics
B.
profit margin
C.
sales territory
D.
customer profiles
13. What internal records do many businesses monitor in
order to obtain useful marketing information?
A.
Sales reports
B.
Trade journals
C.
industry projections
D.
print advertisements
14. What type of competitor information is important for
sport/event organizations to maintain in a database?
A.
B.
consumption
demographics
C.
D.
market size
price lists
15. Which of the following might a sport/event organization
search to obtain marketing information
A.
foundations
B.
C.
D.
media
newsletters
internet
16. Which of the following is a reason why businesses
should regularly monitor their internal records that contain
marketing information:
A.
B.
C.
D.
To compile regulatory data
To review employment trends
To analyze product performance
To prioritize investment goals
17. 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?
A.
D.
youth magazine
B.
government census
C.
national news outlet
sporting goods association
18. Primary research includes collecting data for
A.
marketers across the industry to use.
B.
informational purposes only.
C.
the current research project.
D.
understanding economic cycles.
19. Which of the following sources is the most appropriate
for obtaining primary marketing information about fans'
opinions about a rock band's new album:
A.
concession vendors
B.
concert attendees
C.
D.
event ushers
facility managers
20. One type of sport/event marketing information is
information that is obtained from
A.
managers
B.
referees
C.
coaches
D.
spectators
21. 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
A.
reading industry publications
B.
surveying club members
C.
viewing competitors' web sites
D.
collecting promotional literature
Download