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Sports and Entertainment Marketing Review Flashcards | StudBud
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Sports and Entertainment Marketing Review
Sports and Entertainment Marketing Review
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1
Main objective of a sport's team developing a public-relations strategy
to establish a feeling of goodwill with the organization's fan base
to promote your brand to key members of the media and sponsors
to encourage businesses to purchase more tickets and merchandise
to introduce new products to corporate sponsors and advertisers
2
What is the main reason sports and entertainment marketers use branding?
to distinguish product from competition
to ensure products have licensed names
to assure complete customer satisfaction
to create appealing logos, trademarks, jingles and mascots
3
Non-paid communications about a company, its products or activities which appear in public media (often news media)
personal selling
direct marketing
advertising
publicity
4
Channel management
gathers, assesses, synthesizes, evaluates and disseminates information
determines where products will be sold
5
The sports and entertainment industry is not very profitable in the United States.
True
False
6
Marketing-Information Management
determines client needs/wants and then responds through planning
gathers, assesses, synthesizes, evaluates, and disseminates information.
determines where products will be sold
7
Product/Service Management is
developing a product or service mix in response to market opportunities.
determines prices to maximize return/meet customers' perceptions of value.
determines where products will be sold.
gathers, assesses, synthesizes, evaluates, and disseminates information.
8
Which of the following would be considered publicity?
Utah Jazz purchases uniforms, shoes and balls for use by its players
the Deseret News prints a human-interest story about a local athlete
the NFL sells advertising spots for the upcoming Super Bowl
International Olympic Committee sets fees for the use of its logo
9
Which of the following is a sport marketing position?
Athletic Trainer
Accountant
Director of Sales
Operations Manager
10
Selling is determining client wants/needs and then responding with personalized communication to influence purchases
False
True
11
What is the Event Triangle?
athletes, trainers and coaches
tickets, seating and fans
fans, sponsors, and the sport/entertainment
team marketing, corporate sponsors and the media
12
Why does sports and entertainment marketing work?
Fans won't come to events if there are no sponsors.
People are receptive when their favorite teams, movies, etc are sponsored.
Many teams/events would not be able to survive without sponsorships.
13
T-Mobile wants to bring potential clients to your football games in a luxury box as part of its sponsorship deal.
public relations
relationship marketing
product positioning
fundraising opportunities
14
Promotion
informs, persuades, reminds customers about a business and/or its products
is developing a product or service mix in response to market opportunities
15
Which best describes a venue?
observers or fans of a sporting event or entertainment event
a form of entertainment such as a sporting event, play or movie
groups or organizations that regulate sports and participants
a place where an event such as a sports competition or concert is held
16
market segmentation refers to what?
division of a total market into smaller, more specific, identifiable groups
designing goods/services to appeal to a target market
identifying individuals or organization willing to sponsor an event
17
A fan is an individual/group expressing an interest in a specific performer, athlete or team.
False
True
18
What does ROI stand for?
Rate of Interest
Recording of Information
Return on Investment
Reward of Income
19
Which of the following describes "Demographic" market segmentation?
the division of a market based on customers' response to a product
the division of a market based on physical and social characteristics
the division of a market based on location of a customer
the division of a market based on customer attitudes and behaviors
20
An event such as the Super Bowl creates an economic impact on the host city or area.
False
True
21
________________maximizes financial return while meeting customers' perceptions of value
Promotion
Pricing
Retailing
22
What is the "marketing" of sports?
promoting a sports league, team, player or venue in order to make a profit
appealing to fans using the merchandise of sports (jerseys, hats, etc.)
using sports as an avenue to market products to a specific target audience
broadcasting a sporting event through tv or radio to meet a target market
23
Which term describes the particular group of customers a business seeks to attract?
market
market segmentation
target market
mass market
24
Which of the following components of a marketing plan serves as a snapshot of the business' current situation?
marketing objectives
situation analysis
desired target market
marketing strategies and programs
25
Which of the following is a Broadway entertainment event?
a Braodway cast practicing for a performance
the premiere of Cats
the New Amsterdam Theatre
Playbill Magazine
26
Your job is to advertise for a new movie with a big name star, which of the following would be your responsibility?
negotiating contracts with the actors
buying time on TV networks for commercials
designing set and costumes for the movie
taking ticket orders on your company webpage
27
The path a product takes from producer to consumer is the _______________.
Promotion
Sales
Channel of Distribution
Marketing Mix
28
Which of the following is a true statement about the desired target market section of a sports marketing plan?
it is the foundation for the entire marketing plan
not included in every marketing plan
includes most of the company's financial data
includes information on marketing objectives
