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WorksheetsSports and Entertainment Marketing I Exam Review 100 Questions
Total questions: 100
Worksheet time: 2hrs 40mins
Name
Class
Date
1.
When a professional football expansion team is established in a community, the economic impact might result in
a)
increased job creation and more consumer spending.
b)
business closures, job layoffs, and high inflation rates.
c)
more tourism, lower tax rates, and high interest rates
d)
higher tax rates and fewer financial investment opportunities.
2.
The Chamber of Commerce for a large city estimates the income for the city generated by the sales tax,parking fees, food-service tax, and amusement tax collected as a result of a rock concert. This is an example of _______________ impact.
a)
total
b)
indirect
c)
fiscal
d)
direct
3.
A unique characteristic of the sport industry is that it seeks to attract markets that
a)
demand mostly tangible products.
b)
have consumers with artistic talent.
c)
include spectators and participants.
d)
are concerned with environmental issues.
4.
One characteristic of event marketing involves promoting and selling a(n)
a)
tangible product.
b)
unique experience.
c)
nonperishable item.
d)
physical appeal.
5.
One of the main differences between professional and amateur athletes is that for professionals, the game is often
a)
their occupation.
b)
closed to the public.
c)
free of charge.
d)
played for enjoyment.
6.
The National Collegiate Athletic Association and the Professional Golfers' Association are examples of
a)
labor unions.
b)
trade associations.
c)
sanctioning bodies.
d)
professional societies.
7.
You are marketing the premiere of a new Lexus model, which will be revealed at a car show in Detroit. You are in charge of advertising. Which of the following would be your responsibility:
a)
Researching the target audience
b)
Conducting test drives
c)
Taking ticket orders
d)
Buying commercial time on television
8.
Which of the following marketing activities involves writing press releases and organizing news conferences for a sport organization:
a)
Promotions
b)
Advertising
c)
Media relations
d)
Community relations
9.
Your high-school's basketball team went to the state championship game last year, but didn't even make the play-offs this year. This is an example of a(n) ____________ sport/event product.
a)
inconsistent
b)
perishable
c)
tangible
d)
consistent
10.
Over the years, Wrigley Field has earned a reputation as one of the best places to watch a Major League Baseball game. This is called brand
a)
awareness.
b)
image.
c)
image extension.
d)
loyalty.
11.
A baseball game broadcast on the radio is an example of
a)
a nonsport.
b)
owned-goods service.
c)
a sporting good.
d)
sport media.
12.
Most sport/event products are classified as
a)
pure goods.
b)
pure services.
c)
a combination of goods and services.
d)
a combination of rented and owned-goods services.
13.
The programs, hot dogs, drinks, and souvenirs that fans buy during a sporting event are part of the total sports
a)
product.
b)
promotion.
c)
market.
d)
strategy.
14.
Jacob started training for the Boston Marathon several months ago and was happy when he finished themarathon in record time. In this situation, Jacob was motivated to run in the marathon for personal growth,which resulted in a(n)
a)
appreciation for others' physical strength.
b)
need to take emotional risks.
c)
sense of pride and accomplishment.
d)
feeling of purpose and belonging.
15.
Ryan loves baseball and plays year-round in several community leagues. He's very goal-oriented, focused, and is out to win every game. In this situation, Ryan participates in sports because he
a)
wants to maintain a healthy lifestyle.
b)
has a laid-back attitude.
c)
enjoys socializing with teammates.
d)
is very competitive by nature.
16.
Because the outcome of a match is uncertain, many fans attending a sporting event are motivated by the game's_____________ value.
a)
financial.
b)
entertainment.
c)
economic.
d)
physical.
17.
What are royalties?
a)
A percentage of expected sales
b)
A percentage of actual sales
c)
A percentage of union dues
d)
A percentage of taxes
18.
What might a sports organization offer a business to encourage that business to sponsor an event?
a)
naming rights
b)
percent of profits
c)
partial ownership
d)
Free advertising
19.
A primary reason that large businesses purchase the naming rights to a new sport/event facility is because it
a)
usually increases spectator fan-base loyalty levels.
b)
is the least expensive way to create name recognition.
c)
reduces the need to engage in other promotional activities.
d)
provides exclusivity and has potential to maximize exposure.
20.
A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a(n)
a)
personal observation.
b)
testimonial.
c)
interview.
d)
sales presentation.
21.
Sports marketers have an advantage over all other types of licensors in the international marketplace because
a)
soccer is so popular.
b)
foreign countries are usually wealthy.
c)
sports are universally appealing.
d)
they already make so much money in the U.S. market.
22.
The basis for licensing process is
a)
the fans.
b)
manufacturing.
c)
trademarked property.
d)
sponsorship.
23.
Which of the following is an example of a celebrity endorsing an event simply by being associated with it:
a)
Saying a tournament is great
b)
Appearing in a print ad
c)
Cheering for a football team
d)
Attending a grand opening
24.
Which of the following statements is true regarding sports marketing:
a)
Corporations sponsor sporting events to decrease their brand recognition.
b)
The use of high-profile athletes to endorse products does not increase brand recognition.
c)
The distribution of licensed sports apparel is an effective way to create team and brand awareness.
d)
Sports marketing encompasses only the radio and television media.
25.
When NASCAR fans list the sponsors featured on their favorite driver's car or clothing, they are demonstrating
a)
ambush marketing.
b)
sponsorship clutter.
c)
public service.
d)
brand recognition.
26.
If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) ____________ sponsor.
a)
dynamic
b)
large-business
c)
sole
d)
exclusive
27.
When taking an incoming telephone order, an effective way to make sure the order is correct is to
a)
read the order back to the customer.
b)
place your initials on the order.
c)
note the date and time of the order.
d)
rewrite the order.
28.
Businesses whose employees regularly make mistakes while taking telephone orders are likely to
a)
stop the service.
b)
lose customers.
c)
increase prices.
d)
computerize the system.
29.
When creating tickets for a sport/event, organizations often embed special watermarks into the ticket design to
a)
boost fan attendance rates.
b)
reduce the tickets' printing costs.
c)
discourage counterfeiting activities.
30.
What rule of thumb will help event/sport marketers develop a memorable logo?
a)
It should be elaborate and flashy.
b)
It should include clip art.
c)
It should be clear and simple.
d)
It should contain at least three colors.
31.
Which of the following is a characteristic of an effective sport/event logo:
a)
Remote
b)
Timeless
c)
Practical
d)
Ambiguous
32.
To learn about its target market's needs and wants, a professional soccer league should obtain information from its fans
a)
before it implements organizational changes.
b)
only when there appears to be a problem.
c)
if ticket sales show short-term improvement.
d)
in a proactive and systematic manner
33.
Having appropriate data helps sport/event marketers to set goals that are
a)
open-ended.
b)
general.
c)
broad.
d)
realistic.
34.
A sport/event organization that wants to obtain information about the population in a certain geographic location might use
a)
government sources.
b)
telephone surveys.
c)
primary databases.
d)
personal questionnaires.
35.
What internal records do many businesses monitor in order to obtain useful marketing information?
a)
Sales reports
b)
Trade journals
c)
Industry projections
d)
Print advertisements
36.
What type of competitor information is important for sport/event organizations to maintain in a database?
a)
consumption
b)
demographics
c)
market size
d)
price lists
37.
A sport/event marketer is having difficulty finding data about a competitor. The competitor's financial records are not public access. Which disadvantage of secondary research does this situation illustrate?
a)
It can be out of date.
b)
It can be incomplete.
c)
It can be costly.
d)
It can be time-consuming.
38.
A database of competitor information often contains information about the competitor's
a)
budget structure.
b)
production techniques.
c)
advertising media.
d)
creative strategy.
39.
One type of sport/event marketing information is information that is obtained from
a)
mangers.
b)
referees.
c)
coaches.
d)
spectators.
40.
One way for the WSC Swim and Racquet Club to obtain primary information about the quality of its facilities and the level of its services is by
a)
reading industry publications.
b)
surveying club members.
c)
viewing competitors' web sites.
d)
collecting promotional literature.
41.
When a sport marketer considers factors such as lifestyles and interest levels in a specific sport, s/he is segmenting a market on the basis of
a)
gender.
b)
demographics.
c)
geographics.
d)
psychographics.
42.
The promoters of an extreme-sports weekend would most likely target which of the following
a)
professional athletes.
b)
older men, ages 40-50.
c)
business executives.
d)
young men, ages 12-34.
43.
Which of the following is a factor that sports and entertainment marketers consider when targeting customers for a specific event
a)
personalities.
b)
demographics.
c)
expectations.
d)
affiliations.
44.
When a performer expands into international markets, an important consideration for his/her promotional efforts is that it is often necessary to
a)
assume that literal language translations are acceptable.
b)
use the same advertising strategy with all markets.
c)
develop different brands for each market.
d)
adapt promotional messages for each market.
45.
Repeated exposure to the largest, most diverse population of people is a benefit of ___________ advertising.
a)
out-of-home
b)
newspaper
c)
direct
d)
radio
46.
A business wants to create or emphasize positive associations between a specific sport and itself. What typeof advertising media should the business consider using?
a)
Stadium signage
b)
Opt-in e-mail
c)
Contest
d)
Newspaper
47.
Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer:
a)
Slogan
b)
Headline
c)
Copy
d)
Illustration
48.
The part of a print advertisement that is noticed first by readers is the
a)
business identification.
b)
illustration.
c)
white space.
d)
copy.
49.
Which of the following is most likely to be visible to search engine spiders:
a)
Flash files
b)
Java applets
c)
HTML text
d)
Images
50.
A tire producer is most likely to advertise its products on a website that interests
a)
fitness trainers.
b)
marathon runners.
c)
auto racing enthusiasts.
d)
tennis fans.
51.
Which of the following types of sport/event businesses would be most likely to place a banner advertisement on a ski resort's web site:
a)
Shoe manufacturer
b)
Snowboard retailer
c)
Cross-training equipment distributor
d)
Rock-climbing boot retailer
52.
To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offeronline simulations that allow fans to build their own sport teams and compete against other fans' sportteams. This growing industry is referred to as
a)
online exchange.
b)
data interchange.
c)
game works.
d)
fantasy sports.
53.
To generate excitement about its newly remodeled facilities, Wilmer's Hotel plans to send advertisingmessages to past guests via their cell phones. Each message will contain a brief video showcasing new features and services that the hotel offers. Which type of mobile messaging service should Wilmer's use?
a)
Complex messaging services (CMS)
b)
Short messaging services (SMS)C. Multimedia messaging services (M
c)
Digitized messaging services (DMS)
d)
Multimedia messaging services (MMS)
54.
Which of the following statements regarding direct-mail marketing campaigns is true:
a)
They should contain detailed data.
b)
They are highly cost-efficient.
c)
They are easy to track.
d)
They should include a call to action.
55.
Sport/event industries often use the electronic media to
a)
conduct worldwide research.
b)
attract advertising support.
c)
encourage athletes to participate.
d)
motivate customers to buy.
56.
Which of the following is an example of an email attachment?
a)
nike.com
b)
resume.doc
c)
smith@aol.com
d)
http://www.org
57.
A business that asks customers to forward an e-mail to their friends or associates is engaged in
a)
suggestion selling.
b)
direct advertising.
c)
image building.
d)
viral marketing.
58.
Which of the following is the most common use of opt-in e-mail marketing:
a)
Subscriptions
b)
Announcements
c)
Attachements
d)
Confirmations
59.
The body of an e-mail that reads, "Dear Sue, we hope you are enjoying the newsletter," is an example of a/an ______ message.
a)
understandable
b)
compelling
c)
focused
d)
personalized
60.
What should businesses do to detect any problems before sending an e-mail to everyone on their list?
a)
Finalize a signature
b)
Format the message
c)
Prepare a response
d)
Conduct a test run
61.
What mailing technique do businesses often use if they do not have mailing-list software?
a)
Autoresponder
b)
Internet Service Provider
c)
Bookmark feature
d)
Blind Carbon Copy
62.
Which of the following decreases the costs to a business of using newspaper advertising:
a)
Color requirements
b)
Preferred position
c)
Sliding-scale rates
d)
Split-runs
63.
The cost to a business of radio spots will vary with the
a)
basic production costs.
b)
size of the business.
c)
number of listeners being reached.
d)
type of information being aired.
64.
Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate.
a)
preferred-position
b)
run-of-page
c)
contract
d)
frequency
65.
A business owner saved money by contracting with the local newspaper to purchase a series of ads over a period of time which entitled the business to a
a)
flat rate.
b)
volume discount.
c)
free insert.
d)
preferred position.
66.
When an advertiser wants to reach specific target markets, which type of print medium would be most cost-effective?
a)
Newspapers
b)
Billboards
c)
Direct mail
d)
Yellow pages
67.
Your business wants to sell a shipment of goods by the end of the current work week at the lowest possible advertising cost. Which of the following promotional media would be best:
a)
An ad in next Sunday's paper
b)
A direct mail campaign
c)
Point-of-purchase displays
d)
Radio spot commercials
68.
Which of the following is a qualitative media factor used in the selection of promotional media:
a)
Reach
b)
Frequency
c)
Impact
d)
Cost per thousand
69.
A business that asks to have an advertisement presented at a specific time on the air or in a special place in a newspaper will
a)
need to be a regular advertiser.
b)
not have its request granted.
c)
pay the standard fee for the ad.
d)
pay a higher price for the ad.
70.
What is the most appropriate media-scheduling strategy for advertising food and other frequently purchased items?
a)
Continuous
b)
Flighting
c)
Pulsing
d)
Intermittent
71.
Which of the following media vehicles might a sport/event marketer choose to promote a celebrity baseball game to many people throughout a metropolitan area:
a)
Internet advertising
b)
Airplane banners
c)
Movable billboard
d)
Stadium posters
72.
An important factor in determining rates for outdoor advertising is its
a)
short life.
b)
ease of replacement.
c)
artistic appeal.
d)
visibility.
73.
To sell advertising space in an event program, the first thing Kyle should do is
a)
design the front cover of the program to show prospects.
b)
call all businesses to determine their interest.
c)
develop a list of local businesses to contact.
d)
obtain printing supplies for the program.
74.
Rachel is selling program advertisements for a marching band competition that her high school is hosting. Which of the following sales prospects is most likely to purchase ad space in the program?
a)
Local music shop
b)
National piano manufacturer
c)
International symphony conductor
d)
State/Provincial museum director
75.
When selling advertising space in sport/event programs, it is important for marketers to give their customers the
a)
mailing costs.
b)
research fees.
c)
news deadlines.
d)
advertisement specifications.
76.
Author Randall McPeak's new thriller, Race to the End of Time, was recently released. McPeak's publisherarranged for him to do book signings and readings at several bookstores across the country. The author's appearances are beneficial to the bookstores because
a)
their sales will likely increase.
b)
most of their customers are fans of McPeak's books.
c)
McPeak supports literacy initiatives.
d)
online book sales will begin to stabilize.
77.
When making appearances at special events, a well-known rock star asks that the event organizer to pay for the air travel, lodging, and meals for his/her band and back-up singers. These requirements are examples of
a)
rider terms.
b)
financial requisitions.
c)
organization charters.
d)
non-negotiable conditions.
78.
Which of the following do event organizers often include in an event to add interest and excitement to the event:
a)
Dress rehearsal
b)
Long intermission
c)
Celebrity appearance
d)
Sponsor recognition
79.
When a sport organization employee creates a promotional script for a sport announcer to read during apregame award ceremony, the employee should
a)
include a joke in the introduction to capture the audience's attention.
b)
number the copy pages in reverse chronological order.
c)
make sure the final copy is single-spaced and the typeface is bold.
d)
identify name pronunciations that might be difficult to read.
80.
A stadium designed with more female rest rooms than male rest rooms is responding to which of the following customer expectations.
a)
Adequate facilities
b)
Aesthetics
c)
Dedication usage
d)
Sense of safety
81.
Which of the following factors is most likely to cause people to not want to return to the annual fireworks show that attracts hundreds of thousands of people to the downtown area:
a)
public transportation
b)
nearby accommodations
c)
Traffic
d)
Parking fees
82.
How do sponsors typically use signage at sports events?
a)
As promotional tools
b)
As safety reminders
c)
To provide directions
d)
To prohibit behavior
83.
A soft-drink manufacturer is a sponsor for a professional baseball team. Which of the following signage placement options would provide the most exposure to the manufacturer's products:
a)
Rear entrance of stadium
b)
Next to concession stands
c)
Backside of the scoreboard
d)
Interior wall of the outfield
84.
In sports and entertainment marketing, the concept of price includes not only the cost of a ticket to an event but also the
a)
value of the overall experience.
b)
quality of the media advertising.
c)
elements of the marketing plan.
d)
location of the facility.
85.
The additional cost of paying for parking and buying refreshments and programs is part of the overall ____________ of attending a concert.
a)
benefit
b)
price
c)
goal
d)
value
86.
Ticket prices for the World Series increase dramatically, but all the games still sell out. The price change had little to no impact on sales. This is an example of __________ demand.
a)
inelastic
b)
unitary
c)
smoothing
d)
elastic
87.
Which of the following is a company-focused pricing objective for sport/event products:
a)
Offering the most discounts to customers
b)
Offering the lowest prices
c)
Enhancing image
d)
Achieving a price customers feel is "fair"
88.
Why might a sport/event organization price entry fees for a marathon below the normal rate?
a)
To establish their event as "luxury"
b)
To encourage maximum participation
c)
To create profits
d)
To meet competitors prices
89.
Which of the following is a tangible benefit of purchasing a surfboard:
a)
It is the most popular brand on the market.
b)
It gives you the opportunity to join a surfing club.
c)
It allows you to spend time with your friends at the beach.
d)
It has a wrist strap to keep it connected to you in the water.
90.
Which of the following is a consideration when implementing a ticket sales campaign:
a)
Name recognition
b)
Seating arrangement
c)
Immediate accessibility
d)
Organized hospitality
91.
When you ask, "What does this sales promotion offer to customers?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing?
a)
Determine how to get the news out.
b)
Determine creativity.
c)
Determine delivery.
d)
Determine incentive.
92.
When you ask, "How will my customers receive this sales promotion?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing?
a)
Determine how to get the news out.
b)
Determine creativity.
c)
Determine incentive.
d)
Determine delivery.
93.
Which of the following is one of the main features of a sport product:
a)
Franchises
b)
Athletes
c)
Tickets
d)
Extensions
94.
Why should salespeople create favorable impressions during the initial contact with sport/event customers?
a)
Customer rapport is unimportant.
b)
Customers want to ask for assistance.
c)
First impressions seldom last very long.
d)
First impressions are difficult to change.
95.
What is a step in the sales presentation process that salespeople should prepare for in advance?
a)
Referral
b)
Feedback
c)
Approach
d)
Follow-up
96.
When preparing handout for a sales presentation, it is important for a salesperson to know the __________ of the audience.
a)
gender
b)
size
c)
income
d)
personality
97.
When preparing for a sales presentation, a salesperson decides to greet a prospective customer by asking if she would like to save money on office supplies. This is often called the _______________ approach.
a)
customer-benefit
b)
meet-and-greet
c)
introductory
d)
question-and-answer
98.
A sports marketer has developed a sales packet that contains a team brochure, schedule, and a season ticket application. Why should all of the materials have the same basic appearance?
a)
To customize the materials to specific groups
b)
To motivate the recipients to open the sales packet
c)
To indicate that the materials are all from one organization
d)
To provide information that is relevant to the upcoming season
99.
A lottery system is an equitable way of selling tickets to school alumni when the demand for college football tickets
a)
fluctuates every season.
b)
is lower than originally anticipated.
c)
remains consistent over time.
d)
is higher than the available supply.
100.
How can sport/event marketers establish positive relationships with their customers/clients?
a)
Ask close-ended questions
b)
Use generic sales presentations
c)
Prepare a product demonstration
d)
Communicate specific benefits
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