Quiz
2016 april original Sports marketing exam
Fragen in diesem Quiz (14)
1Sports marketing differs from marketing in other industries in the following ways except
- AAn affinity advantage
- BA positioning challenge
- CAn intangible characteristic
- DExperience-based relationships
2The relationship between a high involvement fan segment and a sports team is most likely based on
- ALong-term civic pride
- BEmotion and self-concept
- CIndividual player performance
- DTime and economic status
3A permanent shift in consumer behavior occurred in respect to the purchase of season tickets for proffesional sports. To meet this change, a strategy that most professional teams took was to.
- AA)Reduce the prices of season tickets
- BB)Offer an added value to season tickets, such as free parking
- CC)Include drinks and food as part of the purchase price
- DD)Create multiple game packages that did not involve the entire season
4Demographic characteristics of a market segment include the following except
- AA) Gender
- BB) Ethnicity
- CSocial Class
- DFamily life Cycle stage
5Brand leveraging
- AA) Involves developing a promise that will create customer relationships
- BB) Is strategies devised to capitalize on aspects of a brand to develop product offerings that add value for customers and drive business growth
- CEntails decisions such as selecting a brand name and designing marks associated with the brand, such as a logo and colors
- DIs made up of associations that a marketer aspires to project or communicate to its target market
6In terms of using the levels of a product to create value, the ..... level provides the extras that sports marketers include to increase fa engagement and excitement.
- AA) Intangible product
- BB) Augmented product
- CC) Actual product
- DD) Core product
7In terms of types of experiences for experimental marketing,....experiences appeal through surprise, intrigue, or provocation. (p 184)
- AA) Feel
- BB) Sense
- CC) Think
- DD) Act
8The following are examples of actions from target market based on a behavioral objective except
- AA) Developing a strong affinity for a sports team
- BB) Attending a sport event
- CC) Becoming a follower on Twitter
- DD) Visiting a team Website
9The ultimate goal of integrated marketing communications is to
- AA) grow customer loyalty
- BB) Maximize purchase value
- CC) Encourage product trial
- DD) Identity brand preference
10Advantages of using social networking websites for sports brands include the following except
- AA) Cost are low compared to mass media time and space
- BB) Consumers can spread the word on behalf of the sports brand
- CC) Brands have various metrics to measure their success
- DD) Consumers can interact with the brand
11One of the strongest triggers for a brand ending a sponsorship is dissatisfaction with the results. In most cases, however, dissatisfaction is not the real problem. Instead it is
- AA) Unclear expectations of the relationship
- BB) Sports properties not fulfilling sponsorship obligations
- CC) Inadequate budgets to activate sponsorships
- DD) Changes in the strategic focus of sponsoring brands
12In terms of retail sales performance,..... is a function of margin earned on each transaction coupled with the number of transactions.
- AA) Velocity
- BB) Total return
- CC) Transactional margin
- DD) Per cap revenue
13Primary advantages of outsourcing a marketing function include the following except.
- AA) Image
- BB) Expertise
- CC) Objectivity
- DD) Cost effectiveness
14As new communication channels have emerged, many sports properties have hired individuals to handle
- AA) Media relations
- BB) Online sponsorship sales
- CC) Social media and text messaging
- DD) Email and internet marketing
Informationen
- Beschreibung
- only the multiple choice questions
- Autor
- Victoria Vaara
- Sprache
- English
- Aufrufe
- 241
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