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50 Cards in this Set
- Front
- Back
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The external marketing environment is the term used to describe characteristics, developments, and trends occurring outside and organization that could potentially impact it. T/F |
True |
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Since the Colorado Rockies baseball team does not have any direct competitor within 500 miles of Denver, it does not need to worry about the competition factor of the external marketing environment. T/F |
False |
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The Buying Power Index estimates local market buying power based on disposable income, retail sales, and population of the market area. T/F |
True |
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Sports that entail higher levels of risk to participants typically face greater government regulations. T/F |
True |
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Because of the difficulties associated with self-regulation, most sports brands and industries prefer government regulation and oversight. T/F |
False |
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Foodservice operations at sports properties have sped up the process of serving customers through the following technologies except: a. Tickets loaded with credits to spend at concession b. dessert carts that allow for easy access by customers c. food ordering capabilities from seats using wireless devices d. innovative tap dispensers that reduce the pouring time of beer. |
b. dessert carts that allow for easy access by customers |
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Competition for sports entertainment can be classifies as each of the following categories except: a. Brand competition b.Category competition c. Generic competition d. Price competition |
d. price competition |
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Head-to-head competitors such as the Los Angeles Lakers and the Los Angeles Clippers are considered _________ ___________. a. generic competitors b. brand competitors c. price competitors d. category competitors |
b. brand Competitiors |
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A hockey team in Cincinnati has to consider other forms of entertainment, such as waterparks, movie theaters, and even dining out, as competitors. This situation describes __________ _______________. a. generic competitors b. brand competitors c. price competitors d. category competitors |
d. category competitors |
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Of the different categories of competitors that must be considered when analyzing the competition, the category of least concern would be __________ ______________. a. generic competition b. brand competition c. price competition d. category competition |
a. generic competition |
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Segmentation is a default strategy because it reflects the understanding that differences exist among consumers in the marketplace. T/F |
True |
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The task of breaking through an environment of intense competition for consumers' discretionary incomes decrease the importance of identifying relevant customer segments. T/F |
False |
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When designing marketing messages, it is most important to focus on a specific attribute of a sports product that is important to the target audience. T/F |
False |
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Because of the nature of sports, it is difficult to describe a sport's audience in terms of demographic characteristics. T/F |
False |
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Eric, a marketer with the San Antonio Spurs, has contacted a large manufacturer about sponsoring the team. Since it would be a multimillion dollar sponsorship, Eric will most likely have to convince several people about the benefits of the arrangement. T/F |
True |
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A study by Pew Research found that ____% of Americans follow sports closely or somewhat closely. a. 23% b. 37% c. 46% d. 68% |
c. 46% |
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Recognizing market segmentation as a(n) ________ _________ means that organizations are capable of modifying their targeting strategy as changes in the market are observed. a. default strategy d. adaptive strategy c. creative process d. position approach |
b. adaptive strategy |
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Once market segments have been identified, the primary challenge for a sports property is to: a. identify differences among the segments and determine how to use those insights to tailor marketing activities b. create radio advertisements to appeal to each market segments c. list the characteristics of each market segment that allow for easy identification at games/events with database technology d. create a default segmentation strategy for each segment |
a. Identify differences among the segments and determine how to use those insights to tailor marketing activities |
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According to Maslow's hierarchy of needs theory, esteem needs include___________, __________,_________________________. a. comfort and security b. relationships with family, friends, and others c. confidence, achievement, and respect of others d. morality, creativity, and lack of prejudice |
c. Confidence, achievement, and respect of others |
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Spectator sports and experiential events are typically marketed to meet the target market's __________ __________. a. social needs b. safety needs c. physiological needs d. self-actualization needs |
a. Social needs |
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A brand is a name, term, design, symbol or any other feature that identifies a seller's good or service. T/F |
True |
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For most brands, brand identity and brand image are very closely aligned. T/F |
False |
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For a brand makeover to be successful, it requires a change in the logo, name, and brand identity marks. T/F |
False |
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A brand does not have a financial value for an organization since it is an intangible that cannot be inventoried. T/F |
False |
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The primary benefit of a license agreement for the licensor is the creation of a revenue stream without expenses incurred. T/F |
True |
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Brands serve the following purposes or roles except: a. identity b. relationship c. experience d. promise |
c. experience |
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A representation of thoughts or mental associations that people hold for a branded product or service is the ______ _________. a. brand mark b. brand image c. brand identity d. brand association |
b. brand image |
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Joey believes NASCAR fans are rough, tough, blue-collar workers from the South. Joey has formed a _______ _________________. a. brand mark b. brand image c. brand identity d. brand association |
d. brand association |
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Interstate Batteries' promise of being "outrageously dependable" is an example of a(n) ___________ ___________. a. implied promise b. explicit promise c. brand identity d. brand image |
a. implied promise |
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Most sports marketers avoid explicit brand promises because they: a. are difficult to fulfill b. cannot control how the team plays c. are not effective in retaining customers d. believe implied promises are more important |
b. cannot control how the team plays |
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The most common definition of a product is that it is the tangible aspect of an exchange between a buyer and seller. T/F |
False |
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A restaurant instead of regular concession stands at a sports property adds value in the form of quality and food variety, and it represents an augmented product offering. T/F |
True |
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For sports marketing, an innovation is defined as the ability to deliver new value for a sports brand. T/F |
False |
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The more complex innovation, the less likely consumers will adopt it and the riskier it is for a sports property. T/F |
True |
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The best starting point for a sports property to consider in connecting consumers with production innovations is introducing new products to new customer markets. T/F |
False |
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For a sports property, the tangible component of the product that is offered to consumers is the: a. game experience b. stadium or arena where the games are played c. television broadcast of the game d. team's official website |
b. stadium or arena where the game is played |
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The following can be used by the Miami Heat basketball team to make the service more tangible except: a. game outcome b. facilities c. digital experience d. players' uniforms |
a. game outcome |
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From the viewpoint of fans, digital experience products include the following except: a. game broadcasts b. online advertising c. smartphone apps d. Internet content |
b. online advertising |
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Smartphone apps primarily benefit sports properties through _____ _______________. a. additional revenue b. lower costs c. more control over content d. fan engagement |
d. fan engagement |
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What is the least risky aspect of creating marketing programs around individual players? a. the player is injured and does not play for a period of time b. the player exhibits embarrassing or illegal personal behavior c. the player fails to come across well on a television advertisement d. the player is traded or signs with another team as a free agent |
c. the player fails to come across well in a television advertisement |
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Media advertising is ideal for customer engagement and delivering information that will add to the recipients' brand knowledge. T/F |
False |
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A trend in sponsorship has been for sponsors to become more integrated into the physical environment of a venue so that patrons are exposed to a sponsor's products. T/F |
True |
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To run a national advertising campaign on cable TV, it is necessary to make multiple purchases of media time with a number of different companies throughout the United States. T/F |
False |
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Due to its short exposure time, outdoor advertising is ideal for engaging consumers with a message. T/F |
False |
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The primary limitations of personal selling are costs and inefficiency. T/F |
True |
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Types of marketing tools that can be used to gain exposure for sports brands include the following except: a. media advertising b. direct response marketing c. personal selling d. sponsorships |
c. personal selling |
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_____________ is concerned with quality of brand communications in terms of the target audience processing brand stimuli. a. engagement b. exposure c. awareness d. brand associations |
a. engagement |
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In terms of the hierarchy sports model, engagement should develop ________. a. affinity b. knowledge c. action d. thinking |
a. affinity |
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Social media is distinguished from mass media in the following ways except: a. community of people b. participants instead of recipients c. collaborative content and dialogue d. customized content instead of mass content |
d. customized content instead of mass content |
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Selection of the appropriate media channels depends on the following criteria except: a.position of the brand relative to the competition b. message strategy used to create the message c. communication channels used by the target audience d. IMC objectives being pursued (communication or behavioral) |
a. position of the brand relative to the competition |
