SMG 321 Midterm (yay)

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

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 four widely recognized forms of sponsorship available to marketers today?

Global

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

Sponsorships

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

True

The S in ROSI stands for ____________.

Sponsorship

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

Transcontinental

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 the these represent potential contributions to the economy

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

True

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

False

A pricing strategy which includes two tickets to a Premier League football match, two beers, parking, and two slices of pizza for a price that is less than the sum of the prices for the products if purchased individually best fits in the category of a _________________ strategy.

Bundling

Which of the following is NOT one of the four sub-categories of sports products in the SASS category?

Sports participation

A manufacturer of men's clothing sells a necktie that features graphics illustrating golf balls, golf tees, and grass that looks like a golf divot. This strategy best fits into the ______________________ domain.

Theme Based

TRUE OR FALSE: Under Armour recently signed NBA player Steph Curry to endorse a new line of athletic shoes. This strategy best fits into the product-based domain.

False

_________________ represents a marketer's (generally legal) effort to deceive consumers by using a strategy that makes the marketer appear to be a sponsor of a sports property when it is not.

Ambush marketing

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 ________________ and ________________ strategies.

Sponsorship-based, traditional

TRUE OR FALSE: Ambush marketing represents a marketer's effort to deceive the consumers by using a strategy that makes the marketer appear to be a sponsor of a sports property when it is not.

True

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 Cap." upon entering the stadium. An effort of this type falls into which category of the sports marketing environment matrix?

Product-based

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

Alignment based

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

Terragraphics

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

Personal selling

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

Outdoor signs (billboards)

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

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

____________________ 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

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: 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

The two components of a traditional marketing strategy are a marketing mix and a _______________.

Target Market

The S in ROSI stands for ___________________.

Sponsorship

TRUE OR FALSE: Coca-Cola is an official sponsor of FIFA and the World Cup of Soccer. In this relationship, the linkage is best characterized as strategic (self evident no)

True

TRUE OR FALSE: When a sponsor is granted distribution rights as part of its contract, it (the sponsor) is allowed to sell tickets to the event.

False

Nonsponsors often use ______________ in an effort to create the false impression that they are associated with an event when, in reality, no official association exists.

Ambush marketing

When American Express ran advertising designed to create the misperception that they were a sponsor of the Olympics when the real sponsor was Visa, American Express was engaged in a strategy known as _________ marketing.

Ambush

The Olympic sponsors who pay the highest rights fees to the IOC are designated as _________ sponsors.

TOP

Which of the following is NOT one of the four forms of sponsorship that have been discussed in class?

Virtual

Based on the estimate for global sponsorship spending, what was the estimate for spending across the world and across all six sponsorship categories for 2018?

65.8 billion

Which of the following is NOT a stated advantage of sponsorship when compared to advertising?

Sponsorship is generally less expensive

TRUE OR FALSE: In general, names and phrases can be trademarked, but symbols cannot be (as they are generally considered artwork that falls within the public domain).

True

TRUE OR FALSE: The earliest motive for the decision for a marketer to sponsor a particular property such as the Olympics was typically ego-driven.

True

TRUE OR FALSE: Because most contracts regarding celebrity endorsements are long term, there is little that the marketer can generally do to cancel a contract when the celebrity behaves in an unacceptable manner.

False

The statement that "celebrity sports players must have true relevance with the brand, and more importantly, with the brand's target audience" refers to the _____________________ process.

Matching

The University of Florida has a sponsorship contract with Nike that has a 12% royalty rate. Nike sells a shirt bearing the Florida Gator logo to Dick's Sporting Goods for $20. The stated price of the shirt is $40, but a Florida fan buys it when it is on sale for $30. How much does Florida receive in royalties for this shirt?

$2.40

Which of the following is NOT one of the nine factors that impact the effectiveness of a celebrity endorser?

Outspoken

TRUE OR FALSE: While most sponsorships of sports properties focus on ROI, it is generally agreed that ROI is not all that important when the sponsorship is based on venue naming rights.

False

________________ represent the portion of sales revenue attained by the trademark-user that is paid to the trademark-owner. This is generally a pre-agreed upon percentage.

Royalties

Which of the following is NOT one of the five categories of "problem celebrity endorsers?"

The outsider

Which of the following is NOT a benefit for the licensor in a licensing agreement?

Revenue stream without a significant investment

For many years now, __________________ has led the world in terms of licensing sales and royalties.

Star Wars

For ___________, sports address their primary motive by providing a way in which this segment of fans can interact with their peers.

Socialites

According to your text, mass marketing efforts have given way to ___________ strategies. The argument is like that for clothing - that one size does not fit everyone.

Differentiated

The act of designing a marketing effort to reach an individual is known as one-to-one marketing. Because of this individualized focus, one-to-one marketing is often referred to as ___________________.

Mass customization

__________________ are more likely to attend a game on the spur of the moment. Good weather, free tickets, or a team's winning streak might provide to motivation to attend.

Situational fans

In a somewhat controversial target marketing decision, the WNBA's Los Angeles Sparks developed a strategy designed to reach the ___________ segment.

LGBTQ

In regard to segmentation of the aggregate sports participation market, ______________ enjoy their chosen activity; in other words, they have fun. They just love to engage in their chosen activity.

Leisure and enjoyment seekers

If the person sitting next to you is known to participate in risky activities such as base jumping or parasailing, then that individual best fits into which segment of sports participants?

Excitement-seeking competitors

The example of segmentation for a specific activity (in your text and briefly discussed in class) identified segments such as casuals and competitors. The participation sport/activity under scrutiny in this example was _________.

Golf

Members of the _____________________ segment are not inclined to engage in any meaningful recreation activities.

Unstressed and unmotivated individual

According to your text, the Colts 201 program targeted ___________ fans.

Female

Which of the following is NOT one of the five segments of golfers identified in the study discussed in your textbook?

Ascending

When segmenting the aggregate markets for the spectator sports market and the participation sports market, ____ segments were identified for spectator sports and ____ were identified for participation sports.

11,9

In an interesting market segmentation strategy, one golf course in New Zealand has specified __________________________ based upon the golfer's official handicap.

The set of tees to be played

Members of the _________________ segment may view their actions as a competition against others or they may simply see it as a personal challenge to accomplish something few others can do.

Excitement-seeking competitor

Which of the following is NOT considered to be a product-related/behavioral variable?

Status within one's reference group