Sports Marketing Exam 2

what do sports sponsorships NOT offer?

brand loyalty

what is "brand equity"

the added value associated with a brand that is not captured by functional attributes

brand recall

consumer's ability to retrieve the brand from memory when given the product category or usage situation as a cue

brand recognition

ability to confirm prior exposure to the brand when given the brand as a cue

brand awareness

The strength of a brand's presence in the consumer's mind

red bull owning various sports teams and events can be considered a prime example of a brand extension

true

What does the term "activation" refer to in relation to sponsorships

marketing activities that a company conducts to promote its sponsorship

Which of the following does a sponsorship agreement typically include

the right to entitlement to an event

the right to use a logo, name, or trademark

the right to use various phrases or designations

brand name

element of a brand that can be vocalized

trademark

brand name or brand mark which is legally registered

brand mark

the visual element of a brand that cannot be spoken

nominally, a brand will add value to a product for both the consumer and the team/organization

true

the purpose of a brand is to transform a generic product into a product with an image

true

sponsorship is the acquisition of rights to affiliate or associate with a product or event for the purpose of deriving benefits related to that affilitation/association

true

Opportunities

outside positives

threats

external negatives

strengths

internal positives

weaknesses

internal negatives

brand meaning question

what do customers think or feel about our products?

price

the value of the product and costs consumers must pay to access or acquire it

promotion

communications and activities to inform, persuade, or motivate consumers buy

place

the distribution channels that allow consumers to access or obtain the product

product

tangible good, service, or intangible quality that satisfies consumers' needs or wants

what core concept is central to positioning the sport product

branding

considering the marketing mix, which of the following things would you expect to be associated with "price?"

senior discounts

Considering the marketing mix, which of the following things would you expect to be associated with "place?"

distribution network

What question could you ask yourself when considering "brand response" as part of the brand equity model?

what do customers think or feel about our products

marketing plans

comprehensive strategic and tactical framework for identifying and achieving a sport organization's marketing goals and objectives

what is not a step of the marketing plan

designing a product

marketing plans should address which of the following groups

internal and external factors, stakeholders

which of the following best describes corporate social responsbility?

belief that businesses have a responsibility to society and stakeholders beyond their shareholders

stakeholders are anyone who has some kind of vested interest in the business operations

true

businesses are legally obligated to act in a manner that benefits their stakeholders financially

false

which form of brand activism in seen when prosocial corporate practices are high, but activist marketing messaging is low?

silent brand activism

brand activism happens when brands take stances on financial issues, in the hopes of addressing and eventually fixing the issue

false

all brand activism is CSR, but not all CSR is brand activism

true

How can CSR and sponsorships positively affect a team?

CSR-related sponsorships = encouraging community support

increased CSR awareness = improved attitudes towards team

Which form of brand activism is seen when prosocial corporate practices are low, but activist marketing messaging is high?

inauthentic brand activism

Which of the following are considered categories of brand activism?

social activism, legal activism, environmental activism, political activism

which form of brand activism is seen when prosocial corporate practices are low, and activism marketing messaging is low?

absence of brand activism

which term refers to a more traditional approach to marketing, featuring mass advertising?

conservatism

Which term refers to a system in which all employees help contribute to social media marketing efforts?

network

social media marketing scope refers to what?

the way(s) that organizations utilize their social media presence to engage with consumers

in what way has social media NOT changed marketing?

increased marketing costs

social media marketing is an interdisciplinary cross-functional concept

true

which term refers to the use of social media marketing to foster genuine communication between consumers and the brand

explorer

social media marketing governance refers to what?

the rules and guidelines put in place by the organization concerning their social media marketing efforts

how is social media marketing able to reduce and organization's marketing budget?

social media platforms are free, so they don't have to pay as much for marketing material

what are characteristics of good social media marketing

understanding your audience and who uses which platforms

applying appropriate strategies to the correct platforms

which term refers to using social media as a tool to communicate with a limited number of key stakeholders

defender

Which term refers to social media culture as an open and flexible approach to marketing

modernism

Which term refers to a social media marketing structure that clearly defines the role for the social media marketing employee?

hierarchical

social media marketing governance

describes how organizations establish rules and guidelines for social media marketing

which term refers to social media marketing governance where some organizations have strict guidelines for social media marketing and interactions among employees

anarchy

Which term refers to social media marketing governance, where organizations have no requirements and expectations for employees.

autocracy

stakeholders

businesses are a product of society and have an obligation to ensure that they give back to society

shareholders

Businesses have an obligation to act in a manner that increases their efficiency and increases their profit

internal stakeholders

employees, manager, owners

external stakeholders

suppliers, society, government, creditors, shareholders, customers