8647634
Description
Quiz by Victoria Vaara, updated more than 1 year ago
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Created by Victoria Vaara
about 7 years ago
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Question 1
Question
Sports marketing differs from marketing in other industries in the following ways except
Answer
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An affinity advantage
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A positioning challenge
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An intangible characteristic
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Experience-based relationships
Question 2
Question
The relationship between a high involvement fan segment and a sports team is most likely based on
Answer
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Long-term civic pride
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Emotion and self-concept
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Individual player performance
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Time and economic status
Question 3
Question
A 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.
Answer
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A)Reduce the prices of season tickets
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B)Offer an added value to season tickets, such as free parking
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C)Include drinks and food as part of the purchase price
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D)Create multiple game packages that did not involve the entire season
Question 4
Question
Demographic characteristics of a market segment include the following except
Answer
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A) Gender
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B) Ethnicity
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Social Class
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Family life Cycle stage
Question 5
Question
Brand leveraging
Answer
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A) Involves developing a promise that will create customer relationships
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B) Is strategies devised to capitalize on aspects of a brand to develop product offerings that add value for customers and drive business growth
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Entails decisions such as selecting a brand name and designing marks associated with the brand, such as a logo and colors
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Is made up of associations that a marketer aspires to project or communicate to its target market
Question 6
Question
In 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.
Answer
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A) Intangible product
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B) Augmented product
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C) Actual product
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D) Core product
Question 7
Question
In terms of types of experiences for experimental marketing,....experiences appeal through surprise, intrigue, or provocation. (p 184)
Answer
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A) Feel
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B) Sense
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C) Think
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D) Act
Question 8
Question
The following are examples of actions from target market based on a behavioral objective except
Answer
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A) Developing a strong affinity for a sports team
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B) Attending a sport event
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C) Becoming a follower on Twitter
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D) Visiting a team Website
Question 9
Question
The ultimate goal of integrated marketing communications is to
Answer
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A) grow customer loyalty
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B) Maximize purchase value
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C) Encourage product trial
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D) Identity brand preference
Question 10
Question
Advantages of using social networking websites for sports brands include the following except
Answer
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A) Cost are low compared to mass media time and space
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B) Consumers can spread the word on behalf of the sports brand
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C) Brands have various metrics to measure their success
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D) Consumers can interact with the brand
Question 11
Question
One 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
Answer
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A) Unclear expectations of the relationship
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B) Sports properties not fulfilling sponsorship obligations
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C) Inadequate budgets to activate sponsorships
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D) Changes in the strategic focus of sponsoring brands
Question 12
Question
In terms of retail sales performance,..... is a function of margin earned on each transaction coupled with the number of transactions.
Answer
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A) Velocity
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B) Total return
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C) Transactional margin
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D) Per cap revenue
Question 13
Question
Primary advantages of outsourcing a marketing function include the following except.
Answer
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A) Image
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B) Expertise
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C) Objectivity
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D) Cost effectiveness
Question 14
Question
As new communication channels have emerged, many sports properties have hired individuals to handle
Answer
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A) Media relations
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B) Online sponsorship sales
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C) Social media and text messaging
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D) Email and internet marketing
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