Worksheets2019 Sports & Event Marketing Midterm
Total questions: 60
Worksheet time: 3600secs
One of the main differences between professional and amateur athletes is that for the professionals, the game is often
their occupation.
closed to the public
free of charge.
played for enjoyment.
Which of the following is an example of marketing the sport event:
Holding a race for a charitable organization
Selling food products to a concession stand
Delivering exercise bikes to retailers
Distributing information about a NASCAR race
The National Collegiate Athletic Association and the Professional Golfers' Association are examples of
labor unions.
trade associations.
sanctioning bodies.
professional societies.
Which of the following help create the excitement and enthusiasm that make the games what they are:
Team owners
Coaches
Trainers
Spectators
Professional sports teams benefit their surrounding community by
endorsing local political candidates.
attracting tourist dollars.
hiring handlers to make sure athletes behave.
making seat licenses available to season ticket holders.
When a professional football expansion team is established in a community, the economic impact might result in
business closures, job layoffs, and high inflation rates.
more tourism, lower tax rates, and high interest rates.
increased job creation and more consumer spending.
higher tax rates and fewer financial investment opportunities.
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.
total
indirect
fiscal
direct
Which law makes restraining free trade and competition illegal?
The Sherman Antitrust Act
The Lanham Act
The National Labor Relations Act
The Sports Broadcasting Act of 1961
Which of the following is an unfair, anti-competitive trade practice in sport/event marketing:
Trademark infringement
Loss prevention
Employee strike
Sponsorship exclusivity
The best way to avoid buying counterfeit tickets to a game/event is to purchase them
from reputable scalpers.
several months in advance.
at an online auction site.
at official ticket outlets.
Which of the following is an unacceptable place to use an athlete's or celebrity's identity without his/her permission:
In a magazine
On your company's advertisements
In a book
On the news
When a league blocks the broadcast of a certain game in a certain territory, it is known as a(n)
antitrust violation.
antitrust violation.
injunction.
right of publicity.
What do athletes sometimes hire to help them organize charity tournaments?
Marketing firms
Sponsors
Agents
Recruiters
The National Hockey Association has just drafted Ty Hartman. Ty hires Amanda Bingham to help him make sound business decisions, and to negotiate endorsement contracts with well-known companies. Amanda is Ty's
sponsor.
agent.
mentor.
publicist.
Which of the following is an activity that agents perform on behalf of the athletes they represent:
Team contract negotiations only
Hall of fame endorsements
Various contract negotiations
Team valuation services
You are marketing the premiere of a new Lexus model, which will be revealed at a car show in Detroit. You're in charge of advertising. Which of the following would be your responsibility:
Researching the target audience
Conducting test drives
Taking ticket orders
Buying commercial time on television
Which of the following marketing activities involves writing press releases and organizing news conferences for a sport organization:
Promotions
Advertising
Media relations
Community relations
A person responsible for matching up corporations with events that reach their target market has a career in
sponsorship management.
sales promotion.
hospitality.
advertising sales
Which of the following marketing activities involves responsibility for a sport organization's licensing activities:
Community relations
Public relations
Sales
Merchandising
Which of the following is one of the main features of a sport product:
Franchises
Athletes
Tickets
Extensions
One of the features of sports events such as football games is that they are
impulsive.
consistent.
unpredictable.
tangible.
A baseball game broadcast on the radio is an example of
a non-sport event.
owned-goods service.
a sporting good.
sport media.
Most sport/event products are classified as
pure goods.
pure services.
a combination of goods and services.
a combination of rented and owned-goods services.
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.
inconsistent
perishable
tangible
consistent
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
awareness.
image.
quality.
loyalty.
Which of the following statements is true regarding sports marketing:
Corporations sponsor sporting events to decrease their brand recognition.
The distribution of licensed sports apparel is an effective way to create team and brand awareness.
The use of high-profile athletes to endorse products does not increase brand recognition.
Sports marketing encompasses only the radio and television media.
The team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain
financial accountability.
brand awareness.
image extension.
market segmentation.
Team-related factors that affect brand equity include
schedule, coaches, and reputation.
tradition, performance, and star athletes.
performance, coaches, and star athletes.
star athletes, schedule, and tradition.
What are royalties?
A percentage of expected sales
A percentage of actual sales
A percentage of union dues
A percentage of taxes
Which of the following is an example of a licensed product:
NASCAR earrings
Buick Invitational golf tournament
Converse shoes
Wheaties cereal box featuring an athlete
The basis for the licensing process is
the fans.
manufacturing.
trademarked property.
sponsorship.
Sports marketers have an advantage over all other types of licensors in the international marketplace because
soccer is so popular.
sports are universally appealing.
foreign countries are usually wealthy.
they already make so much money in the U.S. market.
Which of the following is an example of a celebrity endorsing an event simply by being associated with it:
Saying a tournament is great
Attending a grand opening
Appearing in a print ad
Cheering for a football team
Athletes are often considered to be particularly effective promoting products related to their
education.
background.
sport.
lifestyle.
A celebrity's 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
cross-promotion.
public relations.
team-building.
personal selling.
A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a(n)
personal observation.
testimonial.
interview.
sales presentation.
Sport/Event marketers often identify the sponsorship potential of a specific business by researching the company's sponsorship history and understanding its
sponsorship objectives.
manufacturing methods.
financial policies.
quantity standards.
Which of the following would an event marketer most probably contact when seeking sponsorship for an upcoming auto race:
Nonprofit organizations
Related businesses
Athletic competitors
Charitable organizations
Why should sport/event marketers develop proof-of-performance packages for sponsors?
To provide information about the facility
To explain the type of sport/event
To list the important participants
To help sponsors justify the investment
Which of the following is the first step in a sponsorship presentation:
Create interest in your organization or event.
Give event details.
Create interest in the sponsorship opportunity.
Explain how the prospective sponsor can get involved.
Your hockey team receives free skates from Nike as part of Nike's payment of its sponsorship fee. This arrangement is known as
exploitation.
relationship marketing.
exclusivity.
value in kind (VIK).
Bank of America is the only bank affiliated with your sport/event organization. This benefit is called
value in kind (VIK).
exclusivity.
"ownership."
presenting sponsorship.
To create or maintain a certain image, companies sponsor sport/event organizations that display characteristics they want consumers to associate with their products. This is one way of enhancing
relationship marketing.
sales and sampling opportunities.
exclusivity.
public relations.
Taco Bell doesn't want its message to get lost among the messages of your team's other sponsors, so you offer to name the pregame show "The Taco Bell Pregame Report." This benefit is called
sales and sampling opportunities.
"ownership."
exclusivity.
fund-raising opportunities.
The relationship between a sponsor and a sport entity is often described as a
merger.
partnership.
buyout.
takeover.
If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) __________ sponsor.
dynamic
large-business
sole
exclusive
Mask Company set up a hospitality tent outside the Olympics arena. Its goal was to encourage patrons to view it as an Olympics sponsor even though it had not paid sponsorship fees. This is an example of ___________marketing.
target
ambush
direct
Internet
Information about sponsorship, cost, marketing opportunities, and audience demographics are examples of information
provided to ambush marketers.
included in a sponsorship proposal.
included in event programs.
provided to the city hosting the event.
Which of the following is a type of concession that sports franchises often operate in the sporting facility:
Coat-check area
Customer-service office
Child-care center
On-site retail shop
Paramount Entertainment debuts a new ride, Thunder Rapids. Which of the following items would have the most merchandising appeal:
A Paramount Entertainment hat
An evergreen product
A soundtrack of the rapids
An "I survived Thunder Rapids" T-shirt
When planning a major concert for a popular band, what factor do marketers take into consideration because it has the potential to generate significant additional profit?
Advertising possibilities
Merchandising opportunities
Selling requirements
Financing arrangements
A vendor at the venue for the Anaheim Mighty Ducks wants to sell a product that will generate large revenues on opening day. Which of the following products would most likely generate this revenue:
Jerseys featuring a redesigned logo
Souvenir programs picturing players
Autograph books for children
Champion hockey pucks
Which of the following is a true statement about project planning:
With a project plan, you can mentally walk through your project from start to finish.
You should avoid a custom-made project plan.
Through project planning, you can evaluate what you have accomplished.
You should minimize the involvement of others in the planning process.
Why is it important to think ahead about how you will monitor your project?
To make sure the project's quality doesn't suffer
To pick the right helpers
To practice monitoring the project
To guarantee the availability of needed resources
What should a business anticipate when developing a project plan?
Research
Publicity
Change
Secrecy
Why is it important to define your project precisely?
So you can spend less money
So you can create something tangible
So you can involve other people
So you can achieve your objectives
A professional soccer league is considering an expansion team in a certain city. What is the best online secondary source to obtain current demographic information about the location?
Youth magazines
Government census
National news outlet
Sporting goods association
Which of the following might a sport/event organization search to obtain marketing information:
Foundations
Media
Newsletters
Internet
Which of the following is an example of a viral marketing strategy:
A blimp displaying a sporting-goods retail chain logo flies over a football stadium.
A stadium banner shows a graphic of an ice-cold glass of a favorite soft drink.
An e-mail sender asks the message receiver to forward the message to 10 friends.
A local restaurant places a poster of a supplier's product near the building entrance.
What should every sport organization do before registering a trademark?
Hire "logo cops" to look for counterfeit merchandise
Conduct a trademark search for conflicting/similar marks
Develop a licensing program
Offer guidelines for consumers on how to distinguish real products from fake
