1.06 – Full Study Guide

The basis for the licensing process is

• manufacturing.

• sponsorship.

• trademarked property.

• the fans.

Which of the following is an example of branded merchandise:

• Cristiano Ronaldo cleats

• NCAA Allstate Sugar Bowl

• LeBron James jersey

• Nike sweatshirt

Target pays a fee to the WBNA to have some of its players come to the store for an autograph-signing session. This is an example of

• licensing.

• sponsorship.

• retailing.

• branding.

Gatorade pays a fee to Michael Jordan to appear in its television commercials. This is an example of

• licensing

• sponsorship.

• endorsement.

• branding.

Which of the following companies is a licensor that holds the rights to trademarked property:

• Champ’s Sporting Goods

• The New York Yankees

• adidas

• Upper Deck

A company that manufactures products using trademarked property is known as a

• licensee.

• licensor.

• retailer.

• union.

Which of the following is a licensee:

• Monday Night Football

• The Masters Tournament

• Wrigley Field

• Nintendo

Which of the following is an example of a licensed product:

• NASCAR earrings

• Converse shoes

• Wheaties cereal box featuring an athlete

• John Deere Classic golf tournament

A celebrity 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

• public relations.

• cross-promotion.

• team-building.

• personal selling.

Athletes are often considered to be particularly effective promoting products related to their

• sport.

• background.

• education.

• lifestyle.