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WorksheetsSEM 1 Unit 4 Study Guide
Total questions: 50
Worksheet time: 25mins
Which of the following products is a sporting event:
Yankee Stadium
Premiere of a Broadway play
ESPN The Magazine
Ocean kayaking in Alaska
Which of the following is an example of a venue:
Statesville Sporting Goods store
Statesville Recreation Complex
Statesville Annual Marathon
Statesville Jazz Festival
The most basic distinction between goods and services states that goods are ____________ products.
intangible
inconsistent
branded
tangible
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.
tangible
perishable
inconsistent
consistent
Your band is having a concert to raise money for charity. You have 15 tickets left and must sell them before the performance on Thursday night. This is an example of a(n) __________ product.
perishable
imperishable
consistent
tangible
Simon was determined to get a new golf game for his video game collection. The game costs $50 at the mall, but Simon was excited to find it for only $35 on eBay. He didn’t mind that it didn’t come from the mall. This is an example of
separability.
consistency.
perishability
tangibility.
Since attendance is usually low after school starts, a water park offers a 25% discount on admissions during the first two weeks of September. This is an example of
smoothing.
separability.
consistency.
branding.
Since a team’s performances are inconsistent from game to game, sport marketers might try to attract consumers by
discontinuing group discounts.
changing venues.
lowering ticket prices.
raising ticket prices.
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
loyalty.
quality.
awareness.
image.
Which of the following is a sport good made available through a sport service:
Workout session with a personal trainer
Tennis racket repair at a country club
Water bottle sold at a health club pro shop
Aerobics classes at a health club
Kellogg’s Froot Loops, General Mills’ Chex, and Post Honey Bunches of Oats are all examples of
product brands.
trade characters.
brand marks.
generic items.
Which of the following is an example of a trade name:
Ford Mustang
Diet Coke
Ford
501 Jeans
The Keebler Elves, Ronald McDonald, and Mr. Peanut are examples of
product brands.
trade names.
trade characters.
private brands.
Determine which of the following is a true statement:
The more common the brand name, the better it is.
A good brand name creates an appealing image
Long brand names are more graphically pleasing.
Brand names belonging to other firms are available for free.
When buying things like towels or toilet paper, Mike prefers to save money by buying plainly packaged products that receive little or no promotion, also known as
undersold items.
generic items.
stealth brands.
private brands
Jeni’s Splendid Ice Creams added ice cream sandwiches to its highly successful ice cream brand. Such an addition to an existing brand is an example of
brand positioning.
brand extension.
brand licensing.
co-branding.
Several restaurant companies, including Long John Silver’s and KFC, have successfully joined forces to increase brand recognition, customer loyalty, and sales for all companies involved. Such arrangements between companies are examples of
brand positioning.
brand extension.
brand licensing.
co-branding.
Can any brand name be selected and used by a business?
Yes, a business can use any name it wants to use.
No, the name must be registered before it can be used.
No, the name must be legally available for use.
Yes, brand names cannot be owned by a business.
A disadvantage of individual brands is that they may
contaminate each other.
be associated with one-of-a-kind benefits.
prevent companies from reaching different markets.
require more promotion.
Which of the following is an advantage of family branding:
New products are easier to introduce.
New products are not tied to company image.
Sellers need less shelf space
Unrelated products are recognizable.
Why is sport/event sponsorship one of the fastest growing promotional activities today?
There is no risk involved with sport/event sponsorship.
Fans are not willing to patronize a sponsoring company.
People are receptive to companies that sponsor their teams/events.
Many teams/events would not be able to survive without sponsorship.
Which of the following is an accurate statement about sponsorship opportunities:
Opportunities exist everywhere and in all sizes.
Only large businesses can afford sponsorship fees.
Sponsorships with major league teams/events are the most profitable.
Opportunities are only available in major cities.
What do sponsors want to accomplish by putting their company logos on NASCAR automobiles?
Contracts
Entertainment
New leads
Brand recognition
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
A formal contract is the preferred form of written agreement between a sponsor and a sport/event entity because it
can be negotiated.
spells out the terms of the agreement.
is legally binding.
requires signatures of all parties.
Which of the following is an example of ambush marketing:
Paying a fee to be a sponsor
Donating goods in exchange for sponsorship privileges
Donating services in exchange for sponsorship privileges
Non-sponsoring business broadcasting commercials during an event
When too many sponsors are involved with an event, fans may tune out all advertising as a result of all the
sponsorship clutter.
mass-media advertising
ambush marketing.
guilt by association.
Guilt by association, a striking team, and a team having a losing season are examples of sponsorship
goals.
exclusivity.
risks.
clutter.
When a sponsor gives away logo hats, T-shirts, pennants, and other specialty advertising products during a sponsored event, the sponsor is
exploiting the sponsorship.
participating in ambush marketing.
owning the event.
demonstrating exclusivity.
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.
The most commonly used type of endorsement involves paying a celebrity to
use a brand of equipment
wear a certain brand of clothing.
appear at an event.
advertise a product.
Which of the following is an example of a celebrity endorsing an event simply by being associated with it:
Appearing in a print ad
Saying a tournament is great
Attending a grand opening
Cheering for a football team
A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a(n)
interview.
personal observation.
testimonial.
sales presentation.
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.
Why do large fundraisers and major sporting events often invite celebrities to participate?
To make donations
To provide entertainment
To sell concessions
To increase attendance
Why are people more likely to buy products that celebrities endorse?
Celebrities endorse only the best products.
People want to be associated with celebrities.
Celebrities endorse products that everyone needs.
People want to contribute to a celebrity's income.
One of the problems of using celebrity endorsers who are very well known is that they often __________ the product.
add to the cost of
lower the quality of
reinforce
overshadow
What does the Federal Trade Commission prohibit businesses from doing with celebrity endorsements?
Rewording statements
Using exact quotations
Including photographs
Reprinting advertisements
Which of the following is an example of a company using a celebrity as an expert to endorse a product:
A popular actor endorsing a brand of tennis racquets
A professional bowler endorsing a brand of bowling balls
A well-known actor endorsing a brand of breakfast cereal
A professional golfer endorsing a brand of pain medication
What must a celebrity endorsement always reflect?
Findings of the business
Experiences of most customers
Beliefs of other advertisers
Honest opinion of the endorser
The basis for the licensing process is
manufacturing.
sponsorship.
trademarked property.
the fans
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.
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 an example of a licensed product:
NASCAR earrings
Converse shoes
Wheaties cereal box featuring an athlete
John Deere Classic golf tournament
The main benefit of being a licensor is
public relations.
trademark protection.
market expansion.
profits.
Which type of sports team sells the most licensed products?
Teams in the Midwest
College teams
Winning teams
Teams with traditional nicknames or mascots
Why do licensed sport products get the best shelf space in stores?
Most licensing agreements insist on it.
Licensees pay stores to do so.
The products are in high demand.
The products are more colorful and eye-catching.
What are royalties?
A percentage of expected sales
A percentage of taxes
A percentage of union dues
A percentage of actual sales
The fee a licensee pays up front to use trademarked property is called a(n)
expected sales fee.
percentage fee.
guarantee.
expense.
