SMG 321 Final

TRUE OR FALSE: The most popular form of pricing for products in the SASS category is the cost-plus method.

False

As it relates to a controversial pricing tactic, the L in PSL stands for:

License

In a recent season, the Ohio State University charged $65 for a football game against the University of Hawaii and $125 for a game against Michigan State University. This is an application of a BLANK strategy.

Variable pricing

Consider the following quote from the NHL’s Los Angeles Kings’ Website: “All LA Kings tickets are priced based on demand, opponent, day of week and number of days before the game. Prices may vary from week to week.” This statement describes BLANK

Dynamic pricing

The most popular form of pricing for products in the SASS category is the BLANK method.

Markup

According to an article appearing in the Journal of Applied Marketing Theory, the reason for the increase in the price of spectator sports tickets and the spectators’ willingness to pay the higher prices when a team moves to a new stadium is the BLANK effect.

Novelty

Pricing tickets for spectator sports events is now similar to how the airlines price their flights. Prices fluctuate up and down based upon a number of criteria such as the weather, the number of unsold tickets, and a variety of situational factors such as winning streaks, the appearance of a star player, and the competition. This pricing strategy is known as BLANK pricing.

Dynamic

BLANK for spectator sports events is similar to the yield management pricing strategy used by airline companies to determine the prices they charge for air fares.

Dynamic Pricing

Which approach to determining the price to charge for a ticket to a spectator sports event has been described as a process to establish prices that coincided with what the consumers were “ultimately willing to pay.”

Bidding

Yield management is designed to determine prices that strike a balance between supply and demand. For spectator sports, BLANK essentially strives to accomplish that objective.

Dynamic pricing

Dynamic pricing is most appropriate to use when determining the price of BLANK tickets.

Single game

Implementation of a BLANK strategy simply involves the sale of tickets for different seating locations in the venue at different prices. It will take into account those customers who are relatively insensitive to price; these buyers will pay top prices for the best seats.

Price tiering

A(n) BLANK exists when the perceived value of a product is greater than the asking price.

Consumer surplus

TRUE OR FALSE: Bidding for tickets to spectator sports events such as boxing matches has been described as a process to establish prices that coincide with what the consumers are “ultimately willing to pay.”

True

Which of the following is NOT a term used to denote a qualifying payment for eligibility to purchase season tickets for a team in the business of spectator sports?

Team advancement contribution

BLANK has re-invented live event ticket pricing, combining computational analysis and external data sources to allow organizations to adjust pricing both up and down on a moment’s notice.

Dynamic pricing

Which North American sports league recently implemented the following pricing strategy for members of the media-based audience: $5.99 for any one game; $59.99 for season-long access for a single team’s games; $99.99 for access to almost every game played by every team in the league?

NBA

For a recent season, the Chicago Cubs classified each game as falling into one of six categories: bronze, silver, gold, platinum, marquee, and diamond. Depending upon the classification for each game, a different price was charged. For example, a general admission seat in the bleachers cost $17, $22, $38, $52, $65, or $78 depending upon the designation. This strategy of different prices being charged for the same seat for different games is best characterized as:

Variable pricing

TRUE OR FALSE: Ticket prices for professional spectator sports teams such as MLB are not correlated with the teams’ total payrolls.

False

One bundling strategy for spectator sports involves a component called AYCE. What does the E stand for?

Eat

For which of the three categories of sports products is advertising of little value to the marketer?

Advertising is of value to marketers of all three categories of sports products

In which market does personal selling generally assume a more significant role in the marketer’s efforts to communicate with its targeted receivers of their message?

B2B

Which of the following is NOT one of the commonly accepted forms of sales promotion?

Newspaper advertisement

BLANK provides a mechanism whereby the receiver can provide immediate feedback to the sender even though most of the marketers’ efforts still involve mass communications.

Direct response marketing

To identify prospects to whom messages will be sent to individuals’ smart phones, proximity marketing relies on a technology known as BLANK technology.

Beacon

The practice of BLANK essentially involves getting your product or brand a role in a motion picture, a TV program, a music video, a theatrical production, a video game, or a sporting event.

Product placement

BLANK occurs when there is common ownership of two entities or when two or more independent marketers join forces to develop a promotional strategy that provides each entity with tangible benefits.

Cross promotion

Which promotional tool is most effective in getting the ticket buyer to trade up – that is to say purchase a more expensive ticket package?

Personal selling

ESPN is a powerful brand in sports broadcasting. It recently used that power to become involved with a chain of restaurants known as the ESPN Sports Zone. This strategy represents an example of BLANK (probably through licensing).

Brand extension

The least controllable aspect of any marketing communications effort is the publicity emanating from the organization’s BLANK efforts.

Public relations

Which of the following is NOT one of the potential stakeholder groups that a marketer will attempt to reach and influence with a well-designed public relations campaign?

All of these are potential stakeholder groups that a marketer might attempt to reach

TRUE OR FALSE: Despite their popularity among consumers, it is generally agreed that social media such as YouTube and Twitter are relatively ineffective in the task of marketing sports products and special events.

False

Sponsorship by sports organizations often involves a CRM opportunity (not customer relationship management). The “C” in CRM stands for BLANK

Cause

BLANK is any barrier that hinders the communications process and threatens the ability of the message to be correctly interpreted by the receiver.

Noise

The study that looked at fans and marketing directors regarding effective promotions designed to increase attendance focused on which North American sports league?

the NBA

SMS marketing programs tend to focus on three applications. Which of the following is not one of those three applications?

Phantom dissemination tools

Which of the following is not one of the major advantages of virtual signage over regular signage?

All of these are potential advantages of virtual signage

TRUE OR FALSE: The most effective promotional tool for the marketing of expensive luxury suites at sports venues is advertising.

False

The most effective promotional tool for the marketing of expensive luxury suites at sports venues is BLANK

Personal selling

Which of the following strategies does not fall within the category of mobile marketing?

Outdoor advertising (billboards)

A university uses its student ID as a mechanism to track student attendance at the university’s athletic events. Each time a student attends, their ID card is swiped through a reader and attendance is recorded. Once the student reaches five events, a reward is provided. The reward is even better when the student has attended 10 events. Each time the student’s attendance is documented, the student is entered into a drawing for a gift certificate at the bookstore. This relationship marketing initiative is best classified as BLANK

A frequency incentive

For which category of sports products are clubs of little value when the marketer is seeking to establish and nurture a relationship with a consumer?

gifts can be a valuable Relationship Marketing tool for all three categories of sports products

(YES) Which of the following is NOT one of the recommended ways of evaluating the effectiveness of a relationship marketing program?

all of these are recommended evaluation tools

(YES) Which of the following is not one of the six components of a customer relationship management program?

sympathy

Which of the following is not one of the roles that Information Technology (IT) can play in an organization’s effort to implement an effective relationship marketing program?

IT can contribute in all of the above roles

(YES) Which golf club marketer sent an email to known users of its clubs the day after the winners on both the PGA and LPGA tour won their respective tournaments while using the marketer’s golf clubs?

Callaway

(YES) A National Basketball Association (NBA) team is giving away specially issued bobblehead dolls that feature all of the team’s players who are members of the Hall of Fame. Each player’s bobblehead will be distributed at one game during the course of the season. In order to collect the entire set of bobblehead dolls, a fan must attend nine specific games. This strategy is best characterized as an example of BLANK marketing.

Serial

Which of the following is not one of the three broad benefits of relationship marketing when implemented by sports marketers?

shifts the focus to short term benefits

(YES) In recovery marketing, which step refers to the organization’s efforts to seek forgiveness for the past transgressions (or other problems that stressed the relationship)?

Provide a value added solution

(YES) What is the first step in the recovery marketing process?

apologize

(YES) BLANK represent an effort to convert an informal relationship between a customer and a marketer into a more formal partnership.

Clubs

(YES) Which of the following is not one of the two basic components that comprise the concept of “fan bonding”?

The expanded relationship

(YES) Which of the following was not listed in your textbook as a way by which a sports marketer can engage in routine periodic communications with fans and other purchasers of its products?

team members visiting season ticket holders at their workplace

The NBA’s Milwaukee Bucks utilize a strategy that they refer to as the “Iron Fan Shootout.” CRM software identifies each season ticket holder who has attended all 41 of the team’s home games. During the final game of the season, each of these “iron fans” is given a chance to make a shot from behind the three- point arc. Made shots are rewarded with a $100 concession card. This relationship marketing initiative is best classified as BLANK

a frequency incentive

Which of the following is not one of the benefits of an effective Customer Relationship Management strategy for the marketer?

a more elastic demand curve is created

(YES) In a new technology-based effort, organizers of BLANK sent an interactive CD-ROM postcard to the event’s existing accounts. The CD contained vintage video that chronicled the history of the fabled race. It was complete with video, audio, and still photographs. The software also provided a link for the fans to connect online and renew their tickets for the next year’s race.

the indianapolis 500

(YES) BLANK refers to the creation of a unified commitment that holds the principals in a relationship together.

Bonding

BLANK for sports marketers are similar in nature to the frequent flier awards offered by airline companies.

frequency incentives

(YES) Your friend bemoaned Gonzaga University’s loss to Baylor University in the 2021 NCAA basketball finals. But he diminishes the loss stating that “We (Gonzaga) lost the game, but only because the NCAA did not want a small conference team to be the National Champion, so the referees were instructed to make calls that favored our opponent (Baylor). The officiating cost us the game. Anyway, we (Gonzaga) are still the better team, and we will prove it next season.” This behavior is known as:

CORFing

BLANK is the ultimate relationship marketing strategy.

One to one marketing

YES) BLANK is an Internet streaming service that is best known for its involvement in the esports industry.

twitch

(YES) In the United States, DirecTV has high-tech capabilities on its MLB Extra Innings Game Mix option. Viewers can watch up to eight games simultaneously while listening to the audio from any one of the games shown on the screen. They can quickly go to a full screen display of any of the games with the click of a button on their remote control. They may also pull up the scoreboard, the standings, and player statistics using their TV’s remote control. The technology described in this scenario involves BLANK

Interactive TV

TRUE OR FALSE: Before the 2018 changes in the laws regarding sports betting in the United States, Gambling Websites like DraftKings and FanDuel were generally able to avoid legal scrutiny due to their self-proclaimed focus on “fantasy sports.”

true

(YES) Which of the following is not one of the basic approaches for the generation of revenue by a content site?

franchising

Which type of Website are sports marketers generally less willing to accept as part of the sports marketing industry?

gambling

(YES) The Internet can be used to help the marketer engage in marketing research. As it relates to marketing research, BLANK are those data that are collected specifically for some problem at hand. For example, a team may seek to learn why its season ticket renewal rate is disappointingly low.

Primary data

(YES) Nike has launched an online store that provides personalization through its BLANK initiative. In addition to providing customized shoes, the online presence creates a positive image among online buyers who comprise a significant portion of Nike’s customer base.

NIKEid

(YES) Teams are more aggressively incorporating paperless tickets as a way of admitting fans into the venue. The NBA’s Cleveland Cavaliers were an early adopter of this technology. They now use Seat Geek. Which of the following is not one of the stated benefits of Seat Geek for the fans?

all of these are potential benefits for the fans

(YES) TRUE OR FALSE: One of the questions sports marketers must answer before developing a Web presence is “When"?”

False

Which of the following is not one of the three ways that operators of content sites determine how much to charge a marketer that advertises its own products on that content site?

moving average rate

(YES) TRUE OR FALSE: In making the decision to develop a Website, the sports marketer must answer the question of “Where?” One of the questions that address “Where” is that of whether to maintain the hardware and software on-site or to outsource that responsibility to an outside service provider.

True

(YES) ESPN’s and Sky Sports’ Websites are best classified as BLANK Websites.

content

What is the prevailing click-through rate for an advertisement that appears on a Website?

around 1%

TRUE OR FALSE: One of the questions sports marketers must answer before developing a Web presence is “When?”

False

Which of the following is not one of the questions sports marketers must answer before developing a Web presence?

When?

TRUE OR FALSE: Because of their controversial nature, gambling Websites are still unable to get sports entities such as a team or a league to partner with them, thus keeping the gambling sites off of their own Websites.

False

(YES) TRUE OR FALSE: More stadiums and arenas are being built today that have WiFi capabilities throughout the venue.

True

(YES) Which of the following is not one of the four categories of Websites germane to the sports marketing environment?

research sites

(YES) As it relates to providing information, which of the following is not an advantage that a Website has over traditional media?

More consumers have Web access than have access to traditional media

(YES) In an excellent Web-based initiative, Gonzaga University used a novel approach to reach out to potential purchasers of tickets for games featuring their BLANK

Womens basketball team

(YES) Which of the following statements about Internet-based marketing research is true?

It can be used to both view secondary data and collect primary data

TRUE OR FALSE: In general, mobile ticketing software is solely about granting admission to a sports event.

False

TRUE OR FALSE: Innovation overload involves the incorporation of features and technology that the target market neither understands nor deems relevant.

True

(YES) TRUE OR FALSE: Several content sites for sports marketers receive over a million hits each day.

True

(YES) Which of the following foreign language Websites operated by a sports organization was not discussed in your textbook?

NHL's Russian language Website

Which of the following is NOT one of the reasons for a team or event to need to temporarily use a venue other than the one where the event was originally scheduled?

All of these