Sports marketing differs from marketing in other industries in the following ways except
An affinity advantage
A positioning challenge
An intangible characteristic
Experience-based relationships
The relationship between a high involvement fan segment and a sports team is most likely based on
Long-term civic pride
Emotion and self-concept
Individual player performance
Time and economic status
A permanent shift in consumer behavior occurred in respect to the purchase of season tickets for proffesional sports. To meet this change, a strategy that most professional teams took was to.
A)Reduce the prices of season tickets
B)Offer an added value to season tickets, such as free parking
C)Include drinks and food as part of the purchase price
D)Create multiple game packages that did not involve the entire season
Demographic characteristics of a market segment include the following except
A) Gender
B) Ethnicity
Social Class
Family life Cycle stage
Brand leveraging
A) Involves developing a promise that will create customer relationships
B) Is strategies devised to capitalize on aspects of a brand to develop product offerings that add value for customers and drive business growth
Entails decisions such as selecting a brand name and designing marks associated with the brand, such as a logo and colors
Is made up of associations that a marketer aspires to project or communicate to its target market
In terms of using the levels of a product to create value, the ..... level provides the extras that sports marketers include to increase fa engagement and excitement.
A) Intangible product
B) Augmented product
C) Actual product
D) Core product
In terms of types of experiences for experimental marketing,....experiences appeal through surprise, intrigue, or provocation. (p 184)
A) Feel
B) Sense
C) Think
D) Act
The following are examples of actions from target market based on a behavioral objective except
A) Developing a strong affinity for a sports team
B) Attending a sport event
C) Becoming a follower on Twitter
D) Visiting a team Website
The ultimate goal of integrated marketing communications is to
A) grow customer loyalty
B) Maximize purchase value
C) Encourage product trial
D) Identity brand preference
Advantages of using social networking websites for sports brands include the following except
A) Cost are low compared to mass media time and space
B) Consumers can spread the word on behalf of the sports brand
C) Brands have various metrics to measure their success
D) Consumers can interact with the brand
One of the strongest triggers for a brand ending a sponsorship is dissatisfaction with the results. In most cases, however, dissatisfaction is not the real problem. Instead it is
A) Unclear expectations of the relationship
B) Sports properties not fulfilling sponsorship obligations
C) Inadequate budgets to activate sponsorships
D) Changes in the strategic focus of sponsoring brands
In terms of retail sales performance,..... is a function of margin earned on each transaction coupled with the number of transactions.
A) Velocity
B) Total return
C) Transactional margin
D) Per cap revenue
Primary advantages of outsourcing a marketing function include the following except.
A) Image
B) Expertise
C) Objectivity
D) Cost effectiveness
As new communication channels have emerged, many sports properties have hired individuals to handle
A) Media relations
B) Online sponsorship sales
C) Social media and text messaging
D) Email and internet marketing
