SEM Final Exam Review

Question 1

Televised sporting events are so influential because

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they garner such a large audience

Question 2

When companies acknowledge the likes and dislikes of different groups of people within their target market they're using

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market segmentation

Question 3

After a company has identified and segmented its target market, the next step is to conduct

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market research

Question 4

The type of marketing that uses the popularity of a certain event to market a product, service, or brand is

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event marketing

Question 5

The number of people likely to receive a marketing message is referred to as

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reach

Question 6

An item's real value is

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equal to the cost of its production

Question 7

To minimize risks to their reputations, companies try to choose endorsers who are

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least likely to drop in fan approval

Question 8

Sponsors support athletes, entertainers, or events in exchange for

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publicity

Question 9

The degree to which a consumer knows that a product exists is called

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consumer awareness

Question 10

What type of power do celebrity athletes and entertainers wield on society?

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referent power

Question 11

o The “event triangle” consists of all of the following EXCEPT

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the team

Question 12

When an event marketer attempts to make an event appear as appealing as possible, they are using

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pull marketing

Question 13

When it comes to social media, the ultimate goal for sports and entertainment marketers is to create

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a viral campaign

Question 14

A focus group is comprised of

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Members of the company’s target market

Question 15

Corporate sponsors typically associate themselves with athletes, entertainers, or teams who share their

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target audience

Questions 15