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Sports Marketing II Objective 1
Sports Marketing II Objective 1
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Sports and Entertainment Marketing II Objective 1 Review.
Flashcards
53 cards
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Questions
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Answers
1
When professional athletes negotiate salaries as their union is engaging in a single unit
collective bargaining
free agency
labor resistance
competitive advantage
2
Why should sport/event marketers develop proof-of-performance packages for sponsors?
To explain the type of sport/event
To help sponsors justify the investment
To provide information about the facility
To list the important participants
3
NHL are becoming interested in the development of recreational sports for youths in order to
encourage sedentary lifestyles
comply with local regulations
appeal to low-income individuals
attract more fans
4
What part of a marketing-research report would be mentioned briefly in an oral presentation?
Research methods
Pertinent data
Relevant information
Research findings
5
Steph has completed a market-research project what type of data should she be in her report
Information about people not currently in the target market
Information that is relevant to the marketing decisions
All the information collected so management can decide
Information that applies to the companys current target
6
Salaries,contracts, are often the issues that create conflicts between sports' leagues and
team owners
individual managers
players' associations
sponsoring organizations
7
Which law makes restraining free trade and competition illegal?
The Lanham Act
The Sports Broadcasting Act of 1961
The Sherman Antitrust Act
The National Labor Relations Act
8
Unacceptable place to use an athlete's or celebrity's identity without his/her permission:
In a book
In a magazine
On your company's advertisements
On the news
9
Who would an event marketer contact when seeking sponsorship for an upcoming auto race
Charitable organizations
Nonprofit organizations
Athletic competitors
Related businesses
10
Reason seat licenses and premium seating are growing trends is because these practices are
sales policies
pricing strategies
revenue sources
advertising methods
11
Collect marketing information from customers in order to learn which products
meet specific design standards
earn the highest profits
qualify for vendor discounts
sell best in certain locations
12
Effective method of presenting
complex
report findings and recommendations involves
computer software
informal outlines
scientific data
hand made graphics
13
When writing a proposal for a sponsor, marketers should emphasize sponsorship value and
confidentiality
benefits
deadlines
liability
14
Company wants to market its product line of in-line skates to young males under the age of 35
Pro-football game
Extreme-sporting event
Affinity-sporting event
Olympic opening ceremony
15
Receives free skates from Nike as part of Nike's payment of its sponsorship fee.
value in kind (VIK).
exploitation.
relationship marketing
exclusivity
16
Find sponsorship potential by researching the a company's sponsorship history and its
manufacturing methods
financial policies
quantity standards
sponsorship objectives
17
The best way to avoid buying counterfeit tickets to a game is to purchase them
several months in advance
from reputable scalpers
at an online auction site
at official ticket outlets
18
What should businesses try to achieve when manipulating data for information analysis?
Accurate interpretation
Secondary information
Program development
Exploratory research
19
When analyzing historical data in a data warehouse, which of the following is true of its data
The data are static
Data maintain the uniqueness
Related data are grouped together in folders
The data change as modifications are made to the database
20
When a league blocks the broadcast of a certain game
injunction
black out
right of publicity
antitrust violation
21
Greatest challenge for companies when developing a plan to sell movies
in foreign countries
Uncertainty about government policies
Cost of foreign monetary exchange
Language barrier in promotion
Lack of interest by foreign customers
22
Which of the following is an example of a governing body in the sport industry:
Rahal Letterman Lanigan Racing
Washington Nationals Baseball Team
International Olympic Committee
NCAA Men's Basketball Championship
23
Which of the following is the first step in a sponsorship presentation
Create interest in the sponsorship opportunity
Give event details
Explain how the prospective sponsor can get involve
Create interest in your organization or event
24
One of the main portions of a marketing report describes the research methods and the
data collection procedures
industry review standards
technical terminology
consulting expenses
25
Companies sponsor events that have a good reputation and image. This is one way to enhance
relationship marketing
sales and sampling opportunities
exclusivity
public relations
26
Trade barriers likely to limit a sport-equipment manufacturer's ability to export its products
Globalization and embargoes
Trade agreements and industrialization
Quotas and tariffs
Trade agreements and industrialization
27
Research finds that most of its customers visit the business four times a week has identified
mode
range
median
mean
28
Obtaining the right to name a sport or entertainment event is often one of the objectives of a
licensing agreement
affiliation
franchise arrangement
sponsorship
29
You offer to name the pregame show"The Taco Bell Pregame Report." This benefit is called
"ownership."
sales and sampling opportunities
fund-raising opportunities
exclusivity
30
An activity that agents perform on behalf of the athletes they represent:
Team valuation services
Hall of fame endorsements
Team contract negotiations only
Various contract negotiations
31
Effective technique to use when giving an oral presentation, keep the presentation
on a complex level
technically oriented
relatively simple
free from detail
32
When negotiations between a players union and the owners organization cannot be reached players
play for international leagues
go on strike
ask for fan support
become free agents.
33
Manufacturer decides to sell to businesses in another country, it should consider
selling motives
profit margins
cost of goods
trade restrictions
34
One reason it is important to sell the venue is because the venue is part of the
location
product
market
facility
35
When reviewing the level of affiliation between two variables, they are evaluating the
sensitivity of data components
correlation of data components
predictability of data components
affirmation of data components
36
Which of the following is a trend in the sport/event industry
High level of media clutter fewer companies sponsors events
Venues are evolving into entertainment centers
Premium seating options are yielding less revenue for venues
Relationship marketing is becoming less important
37
What do athletes sometimes hire to help them organize charity tournaments?
Sponsors
Marketing firms
Agents
Recruiters
38
Must coincide when using descriptive statistics in order to have normally distributed data:
Ordinal,nominal, binomial
Mean,median, mode
Standard deviation, percentiles, pictorial representations
Range,dispersion, confidence interval
39
Which of the following is an unfair, anti-competitive trade practice
Sponsorship exclusivity
Trademark infringement
Loss prevention
Employee strike
40
Which of the following is a characteristic of an effective marketing report:
Provides industry review information
Contains names of contributing editors
Explains role of executive management
Answers specific research questions
41
Research that is expressed as a mean, median, or mode, often referred to as the
graphic representation
predictability curve
central tendency
distribution share
42
Business randomly surveys 200 customers to learn their opinions, they are collecting
technical marketing information
scientific marketing information
primary marketing information
confidential marketing information
43
Ty hires Amanda to help him make business decisions, and to negotiate endorsement contracts
agent
sponsor
publicist
mentor
44
The main portion of a marketing report that explains the research findings should include
summaries and recommendations
technical appendixes and indexes
supporting tables and graphs
data-collection procedures
45
Summarize and interpret vast amounts of numeric information?
Research questionnaires
Independent variables
Descriptive statistics
Hypothetical samples
46
Collect marketing information from
other sources
in order to find out what is happening in the
research department
parent corporation
internal organization
external environment
47
Bank of America is the only bank affiliated with your organization. This benefit is called
value in kind (VIK).
"ownership."
exclusivity
presenting sponsorship
48
First step a business should take when collecting marketing information from its customers
determine the survey method
determine the survey method
develop a rating scale
define research objectives
49
Useful marketing information that a business might obtain by analyzing a
customer
database:
Total sales for each month of the previous year
Federal identification numbers for past customers
Average customer is married, earns $50,000 a year
Expense involved in developing a customer database
50
When writing marketing reports, researchers should make sure that they include a section about
limitations
qualifications
regulations
populations
51
An example of range
Half of all consumers buy more than five CDs per month
Most consumers buy four CDs per month
Consumers buy an average of five CDs per month
Consumers buy between three and seven CDs per month
52
What type of sponsorship objective involves bartering for goods and services?
Cost avoidance
Activation
Promotion
Revenue generation
53
Copies of questionnaires, interview forms, often included in what part of a marketing report?
Appendix
Analysis
Introduction
Summary