SMG 321 Midterm

TRUE OR FALSE: Marketers of spectator sports often attempt to move their event up to a higher position on the sports event pyramid.

True

BLANK typically involves an employee who serves as a liaison with the organization’s sponsors.

Brand activation

TRUE OR FALSE: In general, jobs in the sports marketing industry focus almost exclusively on the task of selling more tickets to spectator sports events – what we often refer to as “putting more butts in the seats.”

False

Which of the following is not one of the four widely recognized forms of sponsorship available to marketers today?

Global

Which of the following is not one of the five levels of the sports event pyramid?

Transcontinental

TRUE OR FALSE: The marketing of sports products is unique; thus, the process is far different from the marketing of nonsports products such as clothing, cars, and fast food.

False

TRUE OR FALSE: Sponsorship represents a popular way of cutting through advertising clutter and reaching potential customers.

True

Which of the following is not one of the two broad domains of the sports marketing industry?

Customer relationship management

Which of the following is not one of the advantages typically associated with an internship with a professional team for the aspiring sports marketer?

Most internships in sports marketing are paid positions

TRUE OR FALSE: According to your textbook, a product can be either a tangible good or an intangible service.

True

Which of the following is not one of the two categories of strategies used by marketers of nonsports products to create a sports platform?

Mainstream

TRUE OR FALSE: In most countries, a law degree is required for individuals who want to be agents who represent athletes (and other talented individuals such as actors) in contract negotiations.

False

Which of the following is not one of the sources of economic impact that reportedly can be attributed to the presence of a spectator sports team?

All of these represent potential contributions to the economy

TRUE OR FALSE: GDSP stands for “Geographically Diverse Sports Participation.”

False

TRUE OR FALSE: Global events is another term used to represent international events.

False

TRUE OR FALSE: A venue naming rights deal is often referred to as a building sponsorship.

True

TRUE OR FALSE: Fortunately for those seeking employment in the sports marketing industry, there are more jobs available than there are qualified applicants. As a result, these jobs are easy for the aspiring sports marketer to find.

False

Which of the following is not one of the four widely recognized forms of sponsorship available to marketers today?

Virtual

Which of the following is not one of the four subcategories of the SASS category of sports products?

Sponsorships

TRUE OR FALSE: Traditional strategies take the organization’s target market and its marketing mix into account.

True

TRUE OR FALSE: The two broad domains of the sports marketing industry are the marketing of sports products and marketing through sports.

True

TRUE OR FALSE:Marketers of spectator sports often work to move their event lower – towards the base of the sports event pyramid.

False

TRUE OR FALSE: When calculating the economic impact of a one-day event such as the Super Bowl, convential wisdom holds that the estimate should only include the money that was spent in the community on the day of the event.

False

BLANK are used to adjust estimates of the impact that some event has on the economy. These metrics essentially represent the number of times that a unit of currency will be spent before it leaks out of the economy.

Multipliers

TRUE OR FALSE: Rights fees charged to sponsors of premier global events can easily reach $100 million today.

True

TRUE OR FALSE: In an effort to “grow” the market for American (gridiron) football (and for the sports products used to play the game), the NFL has introduced a version of flag football – called olive ball – in China.

True

TRUE OR FALSE: The two categories of strategies used by marketers of nonsports products to create a sports platform are sports-sponsorship based strategies and mainstream strategies.

False

According to your textbook, which of the following is not one of the criteria that a job in sports marketing demands of those who work in the industry?

All of these are required for those working in sports marketing

There are three basic principles that serve as the foundation for the sports marketing environment matrix. Which of the following is not one of those three principles?

Long term versus short term planning horizon

The organizational chart that we looked at in Chapter 1 illustrated the array of jobs available for a BLANK team.

Major league baseball

Which of the following Websites provides a place where aspiring sports marketers can go to identify job opportunities?

www.teamworkonline.com

Which of the following is not one of the four variables comprising the marketing mix?

Personalization

The S in ROSI stands for BLANK

Sponsorship

Multipliers are used to adjust estimates of economic impact. What is the range within which it is believed that these multipliers will typically fall?

1.3 to 3.0

TRUE OR FALSE: Sponsorship purchasing is more likely to be a job associated with the marketer of nonsports products than with the marketer of sports products.

True

For many years, Super Rugby featured teams in three countries: Australia, New Zealand, and South Africa. In 2016, the league added a new team in Argentina. Which category of the Sports Marketing Matrix does this strategy to sell the game of rugby fall into?

Product based

TRUE OR FALSE: Sports marketing is best defined as the implementation of proactive strategic initiatives designed to influence potential buyers’ preferences for an array of sports products or to otherwise create a sports overlay in such a way so as to have a positive impact on the sale of nonsports products.

True

TRUE OR FALSE: Many marketers use a sports platform as the basis for appeals to consumers across a vast array of products, the majority of which have little or nothing to do with sports.

True

The two types of strategies used as measures of the form of involvement of sports within an organization’s marketing strategy (as shown in the sports marketing environment matrix) are the BLANK and BLANK strategies.

Sponsorship based, traditional

TRUE OR FALSE: There are four cells (or domains) in the sports marketing environment matrix.

True

TRUE OR FALSE: While we do not have a universal definition of sports marketing, there is a general consensus as to exactly what constitutes a sports product.

False

A marketing effort where PNC Bank has a venue naming rights contract for the stadium where MLB Pittsburgh Pirates play their home baseball games falls into which category of the sports marketing environment matrix?

Alignment based

TRUE OR FALSE: The two criteria used to define the sports marketing environment matrix are the type of product being marketed and the segment being targeted by the marketer.

False

The highest level of sponsorship for the Olympic Games is the BLANK sponsor.

TOP

Under Armour recently signed PGA golfer Jordan Spieth to endorse a new line of golf apparel and golf shoes. This strategy best fits into the BLANK domain.

Sports based

Which of the following is NOT one of the four domains of sports marketing environment matrix?

Event based

Computer generated images that appear on TV but that are not visible to members of the live audience are referred to as BLANK

Virtual advertising

A fan listening to a NASCAR event on SiriusXM radio is part of the:

Media based audience

The Detroit Tigers will soon send an email out to fans on their mailing list. It will encourage fans to buy tickets for this year’s July 4th game. Fans who attend will receive a “Tigers Patriotic Cup” upon entering the stadium. And effort of this typer falls into which category of the sports marketing environment matrix?

Product based

TRUE OR FALSE: If you aren’t selling a sports product, then you can’t be engaged in sports marketing

False

TRUE OR FALSE: Once an athlete retires, all of their opportunities to endorse products will disappear

False

Michelle Wie endorsing Callaway golf products in an effort to sell more golf clubs, balls, and shoes bearing the Callaway brand.

Sports based

TRUE OR FALSE: It appears that the term sport marketing was first used in 1978 in an article appearing in Advertising Age

True

TRUE OR FALSE: Because they involve amateur sports and athletes, unive4rsity sports can’t be said to be engaging in strategies that fall within the realm of sports marketing

False

TRUE OR FALSE: When attempting to engage in a sports marketing strategy, the marketer must focus solely on one domain in the sports marketing matrix. In other words, the simultaneous use of strategies in two or more domains is both uncommon and generally ineffective

False

BLANK represents a marketers (generally legal) effort to deceive consumers by using a strategy that makes marketers appear to be a sponsor of a sports property when it isn’t

Ambush marketing

A pricing strategy which includes 2 tickets, 3 beers, parking, and 2 slices of pizza for a price that is less than the sum of the prices for the products if purchased individually fits in the category of BLANK strategy

Bundling

Which of the following is NOT one of the four variables of the marketing mix

Persuasion

Which of the 4 types of strategic initiatives in the sports marketing matrix is the least common

Sports based

TRUE OR FALSE: Ambush marketing represents a marketer’s effort to deceive the consumers

True

A marketing effort that uses Lincoln Navigator SUV represents what category

Theme based

Under amour recently signed NBA player Steph Curry to endorse a new line of athletic shoes. This strategy best fits into the BLANK domain

Sports based

To determine which domain of the sports marketing matrix that a strategy falls into, you just need to answer two questions. Which of the following is NOT one of those 2 questions

Is the strategy focused on the mass market or a specific market segment of sports consumers?

A manufacturer sells a necktie that features graphics illustrating golf balls, tees, and grass that looks like a gold divot. This strategy falls into BLANK domain

Theme based

TRUE OR FALSE: To implement a traditional strategy that creates a sports platform to sell a nonsports product, all 4 variables in the marketing mix must incorporate a sports component

False

TRUE OR FALSE: For an activity to be classified as a participation sport, there must be a competition whereby winners and losers are determined

False

TRUE OR FALSE: Under Armour recently signed Steph Curry to endorse a new line of athletic shoes. This strategy is product based

False

3 primary factors that impact the demand for sports apparel-scuh as a team shirt- were stated. Which of the following is NOT one of the 3 reasons

More up-market products-such as the Dallas Cowboys fur coat bearing its logo

TRUE OR FALSE: The 2 forms of involvement as they relate to marketing strategy are best known as traditional and nontraditional involvement

False

TRUE OR FALSE: Fortunately, for those working in the sports industry, there is a standard definition of sports marketing is universally accepted

False

TRUE OR FALSE: In the pricing strategy of a spectator sports product, a bundling strategy is similar to the combo strategy used by fast-food marketers such as McDonalds

True

BLANK is defined as the implementation of proactive strategic initiatives designed to influence potential buyers’ preferences

Sports marketing

Which of the following is NOT 1 of 4 commonly recognized forms of sponsorhsip

Virtual

Which of the following is NOT a SASS category

Sports participation

The 2 broad domains of sports marketing is marketing of sports products and BLANK

Marketing of nonsports products through a sports platform

Which promotional tool is based upon having consumers spread commercial messages by sharing email and URLs which take the recipient to a form of advertising. As consumers share the information, the number of viewers for the message grows exponentially.

Viral marketing

TRUE OR FALSE: The evolution of the motive for becoming a sponsor has seen a move from ego-oriented, to philanthropic, to ROI-based decisions.

True

TRUE OR FALSE: The marketing of nonsports products via a sports platform that is achieved with a traditional marketing strategy falls within the theme-based domain.

True

TRUE OR FALSE: The two components of a traditional marketing strategy are a target market and a marketing mix.

True

The two components of a traditional marketing strategy are a marketing mix and a BLANK

Target market

Which of the following is NOT a form of sales promotion?

Personal selling

TRUE OR FALSE: Marketers can pay the operators of many search engines for a link with key search terms. Practitioners refer to this strategy as search marketing.

True

Psychographics represent one of the four broad categories of variables used in the task of market segmentation. In essence, psychographic variables reflect an individual’s BLANK

Lifestyle

TRUE OR FALSE: The absence or presence of a sponsorship with a sports property represents the key distinction between theme-based and alignment-based strategies.

True

In general, what technology has reduced the use of Dorna boards at sports venues in a marketer’s effort to reach the live audience?

LED displays

TRUE OR FALSE: When developing a sports platform to sell nonsports products, one of the primary reasons that marketers choose to implement a theme-based strategy instead of an alignment-based strategy is because sponsorship of a sports property can be very expensive.

True

Which of the following is NOT one of the four commonly used categories of variables that are used to segment the market?

Terragraphics

TRUE OR FALSE: The two components of a traditional marketing strategy are a target market and a product.

False

TRUE OR FALSE: Across the globe, we have seen the birth of networks that feature a single sports genre 24/7. Golf, tennis, rugby, soccer, collegiate sports, and motor sports are just a few examples. Advertising on these networks is comparatively inexpensive and more focused on a defined market segment.

True

TRUE OR FALSE: Psychographics is often used as a synonym for lifestyle.

True

Which of the following is NOT an example of sales promotion?

Outdoor signs (billboards)

The two components of a traditional marketing strategy are a target market and a BLANK

Marketing mix

A marketer of a nonsports product that places an advertisement in a sports magazine is most likely focusing on which element of a traditional marketing strategy?

Target market

Which of the following is NOT one of the commonly used product-related (behavioral) variables when the marketer chooses to segment the aggregate market?

All of these are product related (behavioral) variables

TRUE OR FALSE: It has been stated that broadcasting is being replaced by narrowcasting.

True

TRUE OR FALSE: Viral marketing is the promotional tool whereby a brand or product has an identifiable “role” in an entertainment product such as a movie, a TV program, theatrical production, sports event, video game, or music video.

False

Marketers have an array of promotional tools that can be used to reach out to their target markets. This array was traditionally referred to as the promotional mix. Today, the term BLANK is more commonly used when talking about a marketer’s promotional strategy.

Integrated marketing communications plan

BLANK is the promotional tool whereby a brand or product has an identifiable “role” in a movie, a TV program, theatrical production, sports event, video game, or music video. For example, Pepsi- Cola was identifiable in the movie, Blind Side.

Product placement

According to your textbook, the ultimate sports platform for the marketing of nonsports products is the:

Super Bowl