Test
SEM I Practice Final Exam
Preguntas del test (100)
1The core benefits to customers who purchase sport products include entertainment, health, and
- Apromotion
- Bindependence
- Cachievement
- Dadaptability
2When a professional football expansion team is established in a community, the economic impact might
result in- Abusiness closures, job layoffs, and high inflation rates.
- Bmore tourism, lower tax rates, and high interest rates
- Cincreased job creation and more consumer spending.
- Dhigher tax rates and fewer financial investment opportunities.
3The 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.- Atotal
- Bindirect
- Cfiscal
- Ddirect
4One of the main differences between professional and amateur athletes is that for professionals , the game is
often- Atheir occupation
- Bclosed to the public
- Cfree of charge
- Dplayed for enjoyment
5Which of the following is an example of marketing the sport event:
- Aholding a race for a charitable organization
- Bselling food products to a concession stand
- Cdelivering exercise bikes to retailers
- Ddistributing information about a NASCAR race
6The National Collegiate Athletic Association and the Professional Golfers' Association are examples of
- Alabor unions
- Btrade associations
- Csanctioning bodies
- Dprofessional societies
7A person responsible for matching up corporations with events that reach their target market has a career in
- Asponsorship management
- Bsales promotion
- Chospitality
- Dadvertising sales
8Which of the following marketing activities involves writing press releases and organizing news conferences
for a sport organization:- APromotions
- BAdvertising
- CMedia relations
- DCommunity relations
9You 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:- AResearching the target audience
- BConducting test drives
- CTaking ticket orders
- DBuying commercial time on television
10Over 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- Aawareness.
- Bimage.
- Cimage extension.
- Dloyalty.
11Your 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.- Ainconsistent
- Bperishable
- Ctangible
- Dconsistent
12Most sport/event products are classified as
- Apure goods
- Bpure services
- Ca combination of goods and services.
- Da combination of rented and owned-goods services.
13Jacob started training for the Boston Marathon several months ago and was happy when he finished the
marathon in record time. In this situation, Jacob was motivated to run in the marathon for personal growth,
which resulted in a(n)- Aappreciation for others' physical strength.
- Bneed to take emotional risks.
- Csense of pride and accomplishment.
- Dfeeling of purpose and belonging.
14Mark enjoys taking his family to professional baseball games because of the memories he has of his dad
taking him to games when he was a young boy. What factor motivates Mark to attend these sports events
with his family?- Acultural norms and values
- Bclass and gender relations
- Cpopular athletes
- Dsignificant others
15Because the outcome of a match is uncertain, many fans attending a sporting event are motivated by the
game's_____________ value.- Afinancial
- Bentertainment
- Ceconomic
- Dphysical
16A primary reason that many colleges and universities sell the naming rights for their new football stadiums
or basketball arenas is to- Ahelp pay for construction expenses.
- Bhonor a former student-athlete.
- Ccreate publicity for the new facility.
- Dencourage fans to attend sports events.
17When designing an event program for a charity event, it is important to
- Ainclude the printing costs on the back cover.
- Bprovide product samples.
- Cacknowledge the event sponsors.
- Doffer free admission coupons to other events.
18What should be included in an event program if it is longer than four pages?
- ASatisfaction survey
- BTable of contents
- CLocal news articles
- DStatement of organizers
19The team name, mascot, and logo are important elements that a sport/event organization uses to create and
maintain- Afinancial accountability.
- Bbrand awareness.
- Cimage extension.
- Dmarket segmentation.
20If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) ____________
sponsor.- Adynamic
- Blarge business
- Csole
- Dexclusive
21The relationship between a sponsor and a sport entity is often described as a
- Amerger
- Bpartnership
- Cbuyout
- Dtakeover
22Mask 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.- Atarget
- Bambush
- Cdirect
- Dinternet
23Which of the following is a characteristic of an effective sport/event logo:
- ARemote
- BTimeless
- CPractical
- DAmbiguous
24When creating tickets for a sport/event, organizations often embed special watermarks into the ticket design
to- Aboost fan attendance rates.
- Breduce the tickets' printing costs.
- Cdiscourage counterfeiting activities.
- Doffer a discount.
25What do some professional sport teams do to promote renewed interest in a team that is losing support from
fans?- ARedesign logos
- BIncrease prices
- CSend newsletters
- DChange sponsors
26Which of the following are the most important considerations when designing a basketball team's logo:
- AMascot and team size
- BTeam name and team size
- CTeam colors and team name
- DLocation and mascot
27To learn about its target market's needs and wants, a professional soccer league should obtain information
from its fans- Abefore it implements organizational changes
- Bonly when there appears to be a problem
- Cif ticket sales show short-term improvement
- Din a proactive and systematic manner
28What is one way that sport/event marketers use marketing information?
- ATo develop new products
- BTo determine credit scores
- CTo change economic trends
- DTo prepare sales invoices
29Having appropriate data helps sport/event marketers to set goals that are
- Aopen-ended.
- Brealistic.
- Cgeneral.
- Dbroad.
30A sport/event organization that wants to obtain information about the population in a certain geographic
location might use- Agovernment sources
- Btelephone surveys
- Cprimary databases
- Dpersonal questionnaires
31To know what websites and advertisements visitors see, sports and event e-marketers would check
- Atext files
- Bdirect delivery programs
- Cclickstream data
- Dinternet service providers
32Which of the following is a secondary source of sport/event information
- Apersonal interviews
- Bcomputerized surveys
- Caccounting records
- Ddemographic reports
33A database of competitor information often contains information about the competitor's
- Abudget structure
- Bproduction techniques
- Cadvertising media
- Dcreative strategy
34What internal records do many businesses monitor in order to obtain useful marketing information?
- ASales reports
- BTrade journals
- Cindustry projections
- Dprint advertisements
35What type of competitor information is important for sport/event organizations to maintain in a database?
- Aconsumption
- Bdemographics
- Cmarket size
- Dprice lists
36Primary research includes collecting data for
- Amarketers across the industry to use.
- Binformational purposes only.
- Cthe current research project.
- Dunderstanding economic cycles.
37Which of the following sources is the most appropriate for obtaining primary marketing information about
fans' opinions about a rock band's new album:- Aconcession vendors
- Bconcert attendees
- Cevent ushers
- Dfacility managers
38One 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- Areading industry publications
- Bsurveying club members
- Cviewing competitors' web sites
- Dcollecting promotional literature
39What should a sports or entertainment event do in order to be successful?
- Aearn maximum profits
- Bgenerate favorable press
- Csatisfy customer wants
- Dpromote popular causes
40The promoters of an extreme-sports weekend would most likely target which of the following
- Aprofessional athletes
- Bolder men, ages 40-50
- Cbusiness executives
- Dyoung men, ages 12-34
41Which of the following is a factor that sports and entertainment marketers consider when targeting
customers for a specific event- Apersonalities
- Bdemographics
- Cexpectations
- Daffiliations
42A business wants to create or emphasize positive associations between a specific sport and itself. What type
of advertising media should the business consider using?- AStadium signage
- BOpt-in e-mail
- CContest
- DNewspaper
43A vital promotional technique for entertainment marketing is the use of
- Adistribution.
- Bvertical integration.
- Cbroadcast webs.
- Dtrailers.
44Repeated exposure to the largest, most diverse population of people is a benefit of ___________ advertising.
- Aout-of-home
- Bnewspaper
- Cdirect
- Dradio
45Advertising copy that states "Only 3 days left" is trying to
- Aencourage action.
- Bdescribe features.
- Cidentify benefits.
- Dmake a claim.
46The basic elements of a print advertisement are the
- Aartwork, illustrations, logo, and colorwork.
- Bheadline, illustration, copy, and business identification.
- Clayout, arrangement, white space, and border.
- Dheadline, subheadline, copy, and price.
47Computers 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:- ASlogan
- BHeadline
- CCopy
- DIllustration
48When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is
pointing out the product's- Auses.
- Bproducer.
- Cprice.
- Dfeatures.
49Which of the following is an effective design technique that adds a personal touch to a direct-mail piece?
- AStamping "Open Now" in neon pink on the back of the envelope
- BAddressing the recipient as “Current Resident” on the mailing label
- CUsing a font that looks like handwriting in the envelope's address section
- DPlacing the return address at the bottom of the envelope
50Currently, which of the following mobile advertising strategies has been most successful:
- ARich media
- BText message with coupon
- CCross-platform campaign
- DBanner ad campaign
51Which of the following statements regarding direct-mail marketing campaigns is true:
- AThey should contain detailed data.
- BThey are highly cost-efficient.
- CThey are easy to track.
- DThey should include a call to action.
52To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams and compete against other fans' sport teams. This growing industry is referred to as
- Aonline exchange.
- Bdata interchange.
- Cgame works.
- Dfantasy sports.
53One of the disadvantages to marketers using streaming video e-mail is that it requires the recipient to have a(n)
- Acomplicated operating system.
- Bsophisticated computer keyboard.
- Chigh-speed internet connection.
- Dcloud computing.
54One of advantage of using e-mail marketing is that it is
- Aanonymous.
- Bprofit oriented.
- Ccost effective.
- Dimpersonal.
55A business that asks customers to forward an e-mail to their friends or associates is engaged in
- Asuggestion selling.
- Bdirect advertising.
- Cimage building.
- Dviral marketing.
56Which of the following is an example of an email attachment?
- Anike.com
- Bresume.doc
- Csmith@aol.com
- Dhttp://www.org
57The body of an e-mail that reads, "Dear Sue, we hope you are enjoying the newsletter," is an example of
a/an ______ message.- Aunderstandable
- Bcompelling
- Cfocused
- Dpersonalized
58What should businesses do to detect any problems before sending an e-mail to everyone on their list?
- AFinalize a signature
- BFormat the message
- CPrepare a response
- DConduct a test run
59What mailing technique do businesses often use if they do not have mailing-list software?
- AAutoresponder
- BInternet Service Provider
- CBookmark feature
- DBlind Carbon Copy
60Which one of the following computer programs prevents email messages containing the word "free" in the
subject header from entering an inbox:- AQueens
- BGophers
- CFilters
- DServers
61Businesses generally pay more for newspaper advertisements when purchasing space at a _________ rate.
- Apreferred-position
- Brun-of-page
- Ccontract
- Dfrequency
62A radio station sells a 30-second spot for $500. If the number of listeners is 200,000, calculate the cost per
thousand (CPM).- A50
- B5
- C25
- D2.5
63When an advertiser wants to reach specific target markets, which type of print medium would be most
cost-effective?- ANewspapers
- BBillboards
- CDirect mail
- DYellow pages
64One reason it is important for professional sport/event organizations to develop advance ticket sales plans is
because the generated revenue helps organizations to- Aincrease general admission ticket sales.
- Bdecrease operational costs.
- Ccover pre-event expenses.
- Dreduce the risk of ticket scalping activities.
65An advertiser spent $117,000 for 12 television spots with a total of 240 GRPs (gross rating points). What was
the cost per GRP?- A975.5
- B585.5
- C712.5
- D487.5
66To increase revenue, professional baseball and football teams often sell advertising that appears
- Aon national television.
- Bin local magazines.
- Con the back of tickets.
- Din community newspapers.
67Rachel 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?
- ALocal music shop
- BNational piano manufacturer
- CInternational symphony conductor
- DState/Provincial museum director
68Camille is developing a rate card for advertising space in her school's yearbook. Which of the following layouts is the most expensive for advertisers to purchase?
- A1/16 page two-color
- B1/2 page black and white
- C1/4 page black and white
- D1/2 page four-color
69To sell advertising space in an event program, the first thing Kyle should do is
- Adesign the front cover of the program to show prospects.
- Bcall all businesses to determine their interest.
- Cdevelop a list of local businesses to contact.
- Dobtain printing supplies for the program.
70A charity organization is holding a fundraising event in New York. The event will include a dinner prepared by the chef of a five-star restaurant and an upscale style show. To generate interest, the event organizers plan to have a celebrity serve as master of ceremonies for the event. Who would be the most appropriate person to fulfill this role?
- ASophia Sanchez, a Venezuelan talk-show host
- BBella Marie, a well-known international fashion model
- CRichard Roberts, a Canadian theater critic
- DKarl Kamden, a Chicago-based restaurant owner
71Author Randall McPeak's new thriller, Race to the End of Time, was recently released. McPeak's publisher arranged for him to do book signings and readings at several bookstores across the country. The author's appearances are beneficial to the bookstores because
- Atheir sales will likely increase.
- Bmost of their customers are fans of McPeak's books.
- CMcPeak supports literacy initiatives.
- Donline book sales will begin to stabilize.
72After event organizers released information to the press that a well-known country singer will perform at an upcoming fundraiser, ticket sales for the event increased dramatically. This situation exemplifies how a celebrity appearance can
- Acreate a sense of community.
- Bimprove an event's television ratings.
- Cprovide performers with supplemental income.
- Dstimulate interest in an event.
73When 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
- Arider terms
- Bfinancial requisitions.
- Corganization charters.
- Dnon-negotiable conditions.
74What do professional sport teams design for use during games that often become promotional tools because fans take them home?
- APosters
- BTickets
- CPrograms
- DSamples
75The purpose of designing an event program that contains space for advertisements is to
- Apromote the team.
- Bget more people to buy the program.
- Cgenerate more revenue
- Dpay less money for program printing costs.
76When a sport organization employee creates a promotional script for a sport announcer to read during a pregame award ceremony, the employee should
- Ainclude a joke in the introduction to capture the audience's attention.
- Bnumber the copy pages in reverse chronological order.
- Cmake sure the final copy is single-spaced and the typeface is bold.
- Didentify name pronunciations that might be difficult to read.
77Which of the following do event organizers often include in an event to add interest and excitement to the event:
- ADress rehearsal
- BLong intermission
- CCelebrity appearance
- DSponsor recognition
78What is a primary consideration for fans who are attending a professional football game in a large city?
- AAvailability of parking space
- BView of the city from stadium seats
- CAccessibility to souvenir stands
- DSurface of athletic field
79When attending a sporting event, most fans expect that the facility will provide them with a(n)
- Alearning situation.
- Bwinning experience.
- Csafety environment.
- Dordinary performance.
80A stadium designed with more female rest rooms than male rest rooms is responding to which of the following customer expectations.
- AAdequate facilities
- BAesthetics
- CDedication usage
- DSense of safety
81What is the advantage to a business of placing signage on the outfield stadium wall during a televised professional baseball game?
- AEnsures higher sales
- BLowers promotional expenses
- CProvides free publicity
- DIncreases brand awareness
82A 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:
- ARear entrance of stadium
- BInterior wall of the outfield
- CNext to concession stands
- DBackside of the scoreboard
83How do sponsors typically use signage at sports events?
- AAs promotional tools
- BAs safety reminders
- CTo provide directions
- DTo prohibit behavior
84Which 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:
- Apublic transportation
- Bnearby accommodations
- CTraffic
- DParking fees
85A stadium deciding to place messages and team logos on electronic boards is an example of selecting
- Aevent signage.
- Bmedia usage.
- Csponsorships.
- Dnetwork support.
86In sports and entertainment marketing, the concept of price includes not only the cost of a ticket to an event but also the
- Avalue of the overall experience.
- Bquality of the media advertising.
- Celements of the marketing plan.
- Dlocation of the facility.
87Yield management is a way that sport/event marketers address product pricing issues when they want to maximize revenue but have
- Abelow-market stock value.
- Bunallocated resources.
- Climited capacity.
- Dfew distribution intermediaries
88Wintergreen Ski Area knows that the area will be most successful if it bases its pricing structure on
- Acosts associated with renovations.
- Bwhat the market will bear.
- Ctotal cost of the experience.
- Dinelastic demand for skiing.
89Ticket 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.
- Ainelastic
- Bunitary
- Csmoothing
- Delastic
90Which of the following is one of the main features of a sport product:
- AFranchises
- BAthletics
- CTickets
- DExtensions
91When 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?
- ADetermine how to get the news out.
- BDetermine creativity.
- CDetermine delivery.
- DDetermine incentive.
92Brian needs to generate some "out-of-the-box" sales promotion ideas for an upcoming tennis tournament. He's not sure how to start, but he does know that the tournament's marketers want to reach the 18-to-35-year-old crowd. How is Brian prepared for inspiration?
- AHe knows his target market.
- BHe knows his competition.
- CHe's putting a new twist on an old idea.
- DHe's brainstorming.
93Sales promotion is a major part of sport/event marketing because
- Athe most important task in sport/event marketing is ticket sales.
- Bthere aren't very many sport/event customers.
- Cthe industry is so highly competitive.
- Dthe industry can get very boring.
94What is a step in the sales presentation process that salespeople should prepare for in advance?
- AReferral
- BFeedback
- CApproach
- DFollow-up
95When preparing handout for a sales presentation, it is important for a salesperson to know the __________ of the audience.
- Agender
- Bsize
- Cincome
- Dpersonality
96When customizing a presentation, the salesperson determines a prospect's needs by developing a
- Abusiness proposition
- Bprofessional outline
- Csales quota
- Dcustomer profile
97Why should salespeople create favorable impressions during the initial contact with sport/event customers?
- ACustomer rapport is unimportant.
- BCustomers want to ask for assistance.
- CFirst impressions seldom last very long.
- DFirst impressions are difficult to change.
98How can sport/event marketers establish positive relationships with their customers/clients?
- AAsk close-ended questions
- BUse generic sales presentations
- CPrepare a product demonstration
- DCommunicate specific benefits
99To develop long-term relationships with fans, professional sport teams should
- Ahave inflexible ticket sales policies.
- Bbuild emotional connections with them.
- Cincrease licensing fees to ensure profitability.
- Dredesign branding elements.
100A lottery system is an equitable way of selling tickets to school alumni when the demand for college football tickets
- Afluctuates every season.
- Bis lower than originally anticipated.
- Cremains consistent over time.
- Dis higher than the available supply.
Información
- Descripción
- SEM I Practice Exam
- Autor
- Chad Collins
- Idioma
- English
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