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WorksheetsSports & Entertainment Marketing Practice Exam I
Total questions: 50
Worksheet time: 25mins
What type of marketing information might a business obtain by
monitoring sales invoices?
service tactics
profit margin
sales territory
customer profiles
A unique characteristic of the sports industry is that it seeks to attract markets that will perform which action?
Demand mostly tangible products
Have consumers with artistic talent
include spectators and participants
Are concerned with environmental issues
An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was the cost per GRP?
$975.5
$585.5
$712.5
$487.5
A high school basketball team participated in the state championship game last year. It did not participate in the play-off games this year. This is an example of which sports or event product?
Inconsistent
Perishable
Tangible
Consistent
What should one understand first when setting out to develop “out-of the-box” sales promotion ideas for one’s game or event?
He/She needs a certain amount of experience.
There is no way to be prepared for inspiration.
He/She need a certain amount of education.
There is no particular source or technique.
A stadium designed with more female bathrooms than male ones is responding to which customer expectation?
Adequate facilities
Aesthetics
Dedication usage
Sense of safety
Which persons help create the excitement and enthusiasm that make the games what they are?
Team owners
Coaches
Trainers
Spectators
Which statement 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.
A person responsible for matching up corporations with events that reach his or her target market has a career in which area?
Sponsorship Management
sales promotion
hospitality
advertising sales
Which of the following is a licensee?
Monday Night Football
The Masters Tournament
Wrigley Field
Nintendo
What type of business strategy is licensing for a licensor?
High risk
Very high risk
No risk
Low risk
One of the benefits of using celebrities to endorse products is that the celebrities
are well informed.
are always available.
work for free.
attract attention.
One of the problems of using celebrity endorsers who are very well known is that they often __________ the product.
reinforce
overshadow
lower the quality of
add to the cost of
A high school basketball team won the state championship last year but didn’t even make the playoffs this year. This is an example of a(n) __________ sport product.
consistent
inconsistent
perishable
tangible
Which of the following is a sport good made available through a sport service:
Water bottle sold at a health club pro shop
Aerobics classes at a health club
Tennis racket repair at a country club
Workout session with a personal trainer
Bo and his friends went to the State Fair. The fair itself was great, but they had trouble finding a place to park, several of the ride attendants were rude, and the bathrooms were really dirty. Overall, Bo and his friends gave the fair a “C” rating. The close link between the fair and all the product elements involved with the fair is known as
perishability.
separability.
smoothing.
consistency.
Sarah goes to an exercise class twice a week at a local gym. She participates in the class to maintain a healthy lifestyle and to catch up with her friends. What motivates Sarah to attend the exercise class?
The need for recognition and personal values
Personal improvement and social facilitation
Low membership costs and sport appreciation
The thrill of competition and social status
What type of sporting good are you purchasing when you buy a hat that features the logo of the Miami Dolphins?
Athletic equipment
Novelty items
Licensed merchandise
Team uniforms
The National Collegiate Athletic Association and the Professional Golfers’ Association are examples of
labor unions.
professional societies.
sanctioning bodies.
trade associations
To meet the needs of its customers and help it achieve its company goals, a drugstore offers a large assortment of products, known as its product
width.
consistency.
mix.
depth.
Which of the following is a factor that sports and entertainment marketers consider when targeting customers for a specific event:
Affiliations
Expectations
Personalities
Demographics
Males between the ages of 18-35 who are sports-minded and live in Orlando, Florida is an example of a
sponsor.
marketing mix.
demographic characteristic.
niche market.
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
geographics.
psychographics.
gender.
demographics.
A business wants to create or emphasize positive associations between a specific sport and itself. What type of advertising media should the business consider using?
Newspaper
Contest
Stadium signage
Opt-in e-mail
The part of a print advertisement that is often noticed first by readers is the
illustration.
white space.
copy
business identification
When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the product's
uses.
producer.
price.
features
Advertising copy that states "Only 3 days left" is trying to
identify benefits
make a claim.
describe features.
encourage action
Which of the following statements regarding direct-mail marketing campaigns is true:
They should include a call to action.
They should contain detailed data.
They are highly cost-efficient.
They are easy to track
Which of the following best enables marketers to target specific groups of customers so that the marketers can focus their promotional efforts to get the best results:
Publicity
Sales promotion
Advertising
Direct marketing
Which of the following is an example of online advertising:
Giving away gifts
Sponsoring a web site
Hosting chat rooms
Providing information
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:
Shoe manufacturer
Snowboard retailer
Cross-training equipment
Rock-climbing boot retailer
A tire producer is most likely to advertise its products on a website that interests
auto racing enthusiasts.
tennis fans.
fitness trainers.
marathon runners
Which of the following is most likely to be visible to search engine spiders:
Images
HTML text
Java applets
Flash files
When writing information to post on web sites, Internet businesses should
consolidate information by constructing long, descriptive sentences.
break the text into short, manageable sections with many headlines
boost content appeal and interest with quips, stories, and humor
use jargon and bulleted points to emphasis important content.
Why is it important for Internet businesses to write content for their web-site home pages that is interesting as well as concise?
Design is simple.
Space is limited.
Message is complex
Access is restricted.
When an advertising agency develops content for a client's web site, the writer should format the text so it is easy for the web site's visitors to
translate features into benefits.
order desired goods.
identify the tagline.
locate relevant information.
One of the advantages of direct-mail advertising is that the advertiser can
compete with other advertisers.
avoid complying with postal regulations.
aim the message to specific customers
focus on mass marketing techniques.
Which of the following is a disadvantage of using direct-mail letters as a form of promotion:
The advertiser cannot be selective about who receives the letters
Many people think of the letters as "junk mail" to be discarded without opening.
The advertiser is limited to the type of letter formats that are available.
People usually expect the letters to arrive at specific times.
One advantage of writing direct-mail letters that include coupons or reply cards is that the result of the advertising effort is
measurable.
competitive.
inexpensive.
traditional.
A business that asks customers to forward an e-mail to their friends or associates is engaged in
direct advertising.
viral marketing.
image building.
suggestion selling.
Which of the following is the most common use of opt-in e-mail marketing:
Attachments
Confirmations
Subscriptions
Announcements
A primary reason that sports or event marketers sell advertising space in
their programs is to obtain which goal?
attract new markets
generate revenue
offer financial support
increase fan loyalty
A sports or an event organization can determine advertising reach of a
magazine by analyzing which component of the publication?
Response mode
Billing cycle
Circulation
Finances
To sell advertising space in an event program, which is the first action
Kyle should do?
Obtain printing supplies for the program
Design the front cover of the program to show prospects
Call all businesses to determine their interest
Develop a list of local businesses to contact
Rachel is selling program advertisements for a marching band
competition that her high school is hosting. Which sales prospect is
most likely to purchase ad space in the program?
State or provincial museum director
. Local music shop
National piano manufacturer
International symphony conductor
Sports or event organizations develop and generate newsletters to
accomplish which goal?
Notify the mediaPrepare for problems
Obtain feedback from sponsors
Communicate with the public
Why might a sports or an event organization price entry fees for a
marathon below the normal rate?
To meet competitors prices
To establish their event as luxury
To encourage maximum participation
To create profits
In planning to make calls, the salesperson focuses on learning more
about which component?
Customer
Territory
Product
Business
Why should salespeople create favorable impressions during the initial
contact with sports or event customers?
First impressions seldom last very long
First impressions are difficult to change.
Customer rapport is unimportant
Customers want to ask for assistance
Which selling option is one that sports or event marketers are most
likely to use to reach individual season ticket holders?
Distribution outlets
Personal selling
Product demonstration
Direct mail
