2016 april original Sports marketing exam

Description

only the multiple choice questions
Victoria Vaara
Quiz by Victoria Vaara, updated more than 1 year ago
Victoria Vaara
Created by Victoria Vaara over 7 years ago
229
1

Resource summary

Question 1

Question
Sports marketing differs from marketing in other industries in the following ways except
Answer
  • An affinity advantage
  • A positioning challenge
  • An intangible characteristic
  • Experience-based relationships

Question 2

Question
The relationship between a high involvement fan segment and a sports team is most likely based on
Answer
  • Long-term civic pride
  • Emotion and self-concept
  • Individual player performance
  • 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
  • A)Reduce the prices of season tickets
  • B)Offer an added value to season tickets, such as free parking
  • C)Include drinks and food as part of the purchase price
  • 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
  • A) Gender
  • B) Ethnicity
  • Social Class
  • Family life Cycle stage

Question 5

Question
Brand leveraging
Answer
  • A) Involves developing a promise that will create customer relationships
  • B) Is strategies devised to capitalize on aspects of a brand to develop product offerings that add value for customers and drive business growth
  • Entails decisions such as selecting a brand name and designing marks associated with the brand, such as a logo and colors
  • 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
  • A) Intangible product
  • B) Augmented product
  • C) Actual product
  • 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
  • A) Feel
  • B) Sense
  • C) Think
  • D) Act

Question 8

Question
The following are examples of actions from target market based on a behavioral objective except
Answer
  • A) Developing a strong affinity for a sports team
  • B) Attending a sport event
  • C) Becoming a follower on Twitter
  • D) Visiting a team Website

Question 9

Question
The ultimate goal of integrated marketing communications is to
Answer
  • A) grow customer loyalty
  • B) Maximize purchase value
  • C) Encourage product trial
  • D) Identity brand preference

Question 10

Question
Advantages of using social networking websites for sports brands include the following except
Answer
  • A) Cost are low compared to mass media time and space
  • B) Consumers can spread the word on behalf of the sports brand
  • C) Brands have various metrics to measure their success
  • 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
  • A) Unclear expectations of the relationship
  • B) Sports properties not fulfilling sponsorship obligations
  • C) Inadequate budgets to activate sponsorships
  • 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
  • A) Velocity
  • B) Total return
  • C) Transactional margin
  • D) Per cap revenue

Question 13

Question
Primary advantages of outsourcing a marketing function include the following except.
Answer
  • A) Image
  • B) Expertise
  • C) Objectivity
  • D) Cost effectiveness

Question 14

Question
As new communication channels have emerged, many sports properties have hired individuals to handle
Answer
  • A) Media relations
  • B) Online sponsorship sales
  • C) Social media and text messaging
  • D) Email and internet marketing
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