SEM II Lap 14
Permission Granted
POSTTEST
1. Which of the following is a main reason that licensing programs exist: (2 points)
a. Personal satisfaction
c. Privacy
b. Protection
d. Social justice
2. What keeps manufacturers from using the names and logos of other companies? (2 points)
a. Trademarks
c. Threat of lawsuits
b. The “honor” system
d. Potential customer confusion
3. The Federal Trademark Act of 1946 is commonly referred to as the (2 points)
a. Lawford Act.
c. Trademark Act.
b. License Act.
d. Lanham Act.
4. A word, name, symbol, or device used by a person to identify and distinguish goods from those
manufactured and sold by others is a (2 points)
a. collective mark.
c. trademark.
b. license.
d. service mark.
5. A word, name, symbol, or device used to identify and distinguish a company’s services from
those of another service provider is a (2 points)
a. collective mark.
c. trademark.
b. license.
d. service mark.
6. What does trade dress protect? (2 points)
a. The distinctive slogan of a good or service
b. The distinctive logo/graphics of a good or service
c. The distinctive name of a good or service
d. The distinctive appearance/image of a good or service
7. Which of the following is an example of trade dress in the sport industry: (2 points)
a. Shoeboxes
c. The Rollerblade
b. Nike “swoosh” logo
d. www.reebok.com
8. A trademark or service mark used by members of a cooperative, association, or other group or
organization is known as (2 points)
a. a union mark.
c. a license.
b. a collective mark.
d. trade dress.
9. Professional sport franchises’ marks are considered service marks because of (2 points)
a. ticket sales.
b. the entertainment value of sporting events.
c. the agility of professional athletes.
d. the food and souvenir stands at sporting events.
10. The reproduction, counterfeiting, copying, or imitation, in commerce, of a registered mark is
called (2 points)
a. a copying violation.
c. trademark infringement.
b. trademark imitation.
d. illegal reproduction.
11. What should every sport organization do before registering a trademark? (2 points)
a. Conduct a trademark search for conflicting/similar marks
b. Hire “logo cops” to look for counterfeit merchandise
c. Offer guidelines for consumers on how to distinguish real products from fake
d. Develop a licensing program
12. What types of concerns does the organization known as CAPS address? (2 points)
a. Internal versus external management concerns
b. Trademark registration concerns
c. Licensee selection concerns
d. Trademark protection and enforcement concerns
13. What is the first decision sport/event marketers need to make when developing a licensing
program? (2 points)
a. How to enforce the license agreement
b. Whether to administer the program internally or externally
c. How to select licensees
d. What requirements and restrictions to include in the license agreement
14. What type of licensing program management works best? (2 points)
a. Half internal/half external
b. Internal management
c. External management through an agency
d. External management through a corporate sponsor
15. Which of the following is an advantage of agency management: (2 points)
a. Greater control for the licensor
b. No commission fees
c. Higher profits than internal management
d. Contacts in the wholesale and retail industries
16. A category in which only one licensee can manufacture merchandise is known as a(n)
__________ category. (2 points)
a. exclusive
c. corporate
b. nonexclusive
d. worldwide
17. A category in which more than one licensee can manufacture merchandise is known as a(n)
__________ category. (2 points)
a. exclusive
c. corporate
b. nonexclusive
d. worldwide
18. Which of the following is information that sport/event marketers need to gather from potential
licensees: (2 points)
a. Competitor information
c. Trademark registration papers
b. Facility blueprint
d. Business and marketing plan
19. Overall, it’s most important to choose licensees that are (2 points)
a. wealthy.
c. trustworthy.
b. business-minded.
d. well-known.
20. What does the license grant portion of the license agreement specify? (2 points)
a. Procedures to review the licensee’s work
b. Which properties are being licensed and what types of merchandise will be produced
c. The exact begin and end dates of the contract and processes for contract renewal
d. Details regarding payments
21. What portion of the license agreement specifies the exact begin and end dates of the contract?
(2 points)
a. Term
c. Restrictions and requirements
b. License grant
d. Warranties and obligations
22. What is the up-front fee a licensor pays based on expected sales? (2 points)
a. Royalties
c. Percentage fee
b. The initial compensation
d. The guarantee
23. What portion of the license agreement sets up procedures for licensees to report back to
licensors? (2 points)
a. Term
c. Quality control
b. Compensation
d. License grant
24. What portion of the license agreement determines the circumstances under which the agreement
can be changed? (2 points)
a. Quality control
c. Warranties and obligations
b. License grant
d. Compensation
25. Which of the following is a responsibility of a sport/event marketer developing a licensing
program: (2 points)
a. Creating a marketing plan for licensed merchandise
b. Designing logos for the team or event
c. Developing legal cases against trademark violators
d. Establishing a system to maintain relationships with licensees