Sports marketing differs from marketing in other industries in the following ways except
Answer
An affinity advantage
A positioning challenge
An intangible characteristic
Experience-based relationships
Question 2
Question
The relationship between a high involvement fan segment and a sports team is most likely based on
Answer
Long-term civic pride
Emotion and self-concept
Individual player performance
Time and economic status
Question 3
Question
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.
Answer
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
Question 4
Question
Demographic characteristics of a market segment include the following except
Answer
A) Gender
B) Ethnicity
Social Class
Family life Cycle stage
Question 5
Question
Brand leveraging
Answer
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
Question 6
Question
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.
Answer
A) Intangible product
B) Augmented product
C) Actual product
D) Core product
Question 7
Question
In terms of types of experiences for experimental marketing,....experiences appeal through surprise, intrigue, or provocation. (p 184)
Answer
A) Feel
B) Sense
C) Think
D) Act
Question 8
Question
The following are examples of actions from target market based on a behavioral objective except
Answer
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
Question 9
Question
The ultimate goal of integrated marketing communications is to
Answer
A) grow customer loyalty
B) Maximize purchase value
C) Encourage product trial
D) Identity brand preference
Question 10
Question
Advantages of using social networking websites for sports brands include the following except
Answer
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
Question 11
Question
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
Answer
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
Question 12
Question
In terms of retail sales performance,..... is a function of margin earned on each transaction coupled with the number of transactions.
Answer
A) Velocity
B) Total return
C) Transactional margin
D) Per cap revenue
Question 13
Question
Primary advantages of outsourcing a marketing function include the following except.
Answer
A) Image
B) Expertise
C) Objectivity
D) Cost effectiveness
Question 14
Question
As new communication channels have emerged, many sports properties have hired individuals to handle