Transcript SEMI 1.00 Exam Review - Sports and Entertainment Marketing

SEMI 1.00 Exam Review
Professional sports teams benefit their surrounding
community by
• A. endorsing local political candidates.
• B. attracting tourist dollars.
• C. hiring handlers to make sure athletes behave.
• D. making seat licenses available to season ticket
holders.
•
• B
The Chamber of Commerce for a large city estimates the
income for the city generated by the sales tax, parking
fees, food-service tax, and amusement tax collected as a
result of a rock concert. This is an example of
_______________ impact.
• A. total
• B. indirect
• C. fiscal
• D. direct
•
• C
When a professional football expansion team is
established in a community, the economic impact might
result in
• A. business closures, job layoffs, and high inflation
rates.
• B. more tourism, lower tax rates, and high interest
rates
• C. increased job creation and more consumer
spending.
• D. higher tax rates and fewer financial investment
opportunities.
•
• C
A unique characteristic of the sport industry is
that it seeks to attract markets that
• A. demand mostly tangible products
• B. have consumers with artistic talent
• C. include spectators and participants
• D. are concerned with environmental issues
•
• C
The core benefits to customers who purchase
sport products include entertainment, health,
and
• A. promotion
• B. independence
• C. achievement
• D. adaptability
•
• C
Which of the following usually is a characteristic of
the sport/event industry:
• A. Manages a worldwide media network
• B. Communicates with a limited audience
• C. Provides products that are different for each
consumer
• D. Employs only those people who have athletic
ability
•
• C
A characteristic of an event is that it is produced
and consumed
• A. during planned intervals
• B. at the same time
• C. by the same group of people
• D. in unemotional ways
•
• B
One characteristic of event marketing involves
promoting and selling a(n)
• A. tangible product
• B. unique experience
• C. nonperishable item
• D. physical appeal
•
• B
Promoting and selling an intangible product that is
immediately consumed and cannot be resold is a
unique characteristic of ___________ marketing.
• A. target
• B. mass
• C. event
• D. direct
•
• C
Which of the following is an example of
marketing the sport event:
• A. holding a race for a charitable organization
• B. selling food products to a concession stand
• C. delivering exercise bikes to retailers
• D. distributing information about a NASCAR
race
•
• D
Which of the following help create the
excitement and enthusiasm that make the
games what they are:
• A. team owners
• B. coaches
• C. trainers
• D. spectators
•
• D
One of the main differences between
professional and amateur athletes is that for
professionals , the game is often
• A. their occupation
• B. closed to the public
• C. free of charge
• D. played for enjoyment
•
• A
The National Collegiate Athletic Association and
the Professional Golfers' Association are
examples of
• A. labor unions
• B. trade associations
• C. sanctioning bodies
• D. professional societies
•
• C
A person responsible for matching up
corporations with events that reach their target
market has a career in
• A. sponsorship management
• B. sales promotion
• C. hospitality
• D. advertising sales
•
• A
You are marketing the premiere of a new Lexus
model, which will be revealed at a car show in
Detroit. You are in charge of advertising. Which of
the following would be your responsibility:
• A. Researching the target audience
• B. Conducting test drives
• C. Taking ticket orders
• D. Buying commercial time on television
•
• D
Which of the following marketing activities
involves writing press releases and organizing
news conferences for a sport organization:
• A. Promotions
• B. Advertising
• C. Media relations
• D. Community relations
•
• C
Which of the following marketing activities
involves responsibility for a sport organization's
licensing activities:
• A. Community relations
• B. Public relations
• C. Sales
• D. Merchandising
•
• D
Which of the following statements regarding
direct-mail marketing campaigns is true:
• A. They should contain detailed data.
• B. They are highly cost-efficient.
• C. They are easy to track.
• D. They should include a call to action.
•
• D
Over the years, Wrigley Field has earned a
reputation as one of the best places to watch a
Major League Baseball game. This is called brand
• A. awareness.
• B. image.
• C. image extension.
• D. loyalty.
•
• B
Most sport/event products are classified as
• A. pure goods.
• B. pure services.
• C. a combination of goods and services.
• D. a combination of rented and owned-goods
services.
•
• C
Your high-school's basketball team went to the
state championship game last year, but didn't even
make the play-offs this year. This is an example of
a(n) ____________ sport/event product.
• A. inconsistent
• B. perishable
• C. tangible
• D. consistent
•
• A
A baseball game broadcast on the radio is an
example of
• A. a nonsport
• B. owned-goods service
• C. a sporting good.
• D. sport media.
•
• D
When a telephone customer's order includes
detailed information concerning the order, the
salesperson should
• A. refer the customer to the manager.
• B. remember what the customer is saying.
• C. write down the information.
• D. tell the customer to order in person.
•
• C
Because the outcome of a match is uncertain,
many fans attending a sporting event are
motivated by the game's_____________ value.
• A. financial
• B. entertainment
• C. economic
• D. physical
•
• B
• One of the primary reasons that people are
motivated to attend arena football games is
the
• A. instant-replay feature
• B. affordable ticket prices.
• C. low scores.
• D. prime-time, network television exposure
•
• B
Mark enjoys taking his family to professional
baseball games because of the memories he has of
his dad taking him to games when he was a young
boy. What factor motivates Mark to attend these
sports events with his family?
• A. cultural norms and values
• B. class and gender relations
• C. popular athletes
• D. significant others
•
• D
A primary reason that many colleges and
universities sell the naming rights for their new
football stadiums or basketball arenas is to
• A. help pay for construction expenses.
• B. honor a former student-athlete.
• C. create publicity for the new facility.
• D. encourage fans to attend sports events.
•
• A
What might a sports organization offer a
business to encourage that business to sponsor
an event?
• A. naming rights
• B. percent of profits
• C. partial ownership
• D. Free advertising
•
• A
A primary reason that large businesses purchase the
naming rights to a new sport/event facility is because it
• A. usually increases spectator fan-base loyalty levels.
• B. is the least expensive way to create name
recognition.
• C. reduces the need to engage in other promotional
activities.
• D. provides exclusivity and has potential to maximize
exposure.
•
• D
Athletes are often considered to be particularly
effective promoting products related to their
• A. education.
• B. background.
• C. sport.
• D. lifestyle.
•
• C
A celebrity's appearing in a commercial for a soft
drink while wearing a certain brand of clothing and
holding a certain brand of tennis racquet is an
example of
• A. cross-promotion.
• B. public relations.
• C. team-building.
• D. personal selling.
•
• A
A celebrity who is paid to use a product and
discuss its effectiveness during a lengthy TV
commercial is giving a(n)
• A. personal observation
• B. testimonial
• C. interview
• D. sales presentation
•
• B
• 1. Which of the following are characteristics of
a sporting event: (5 points)
• a. Intangible and perishable
• b. Inexpensive and regional
• c. Unlimited and costly
• d. Unchanging and scarce
• 1. a Intangible and perishable. The sporting
event is a sport product that is unique because of
its characteristics. It is mostly intangible because
it is not a physical product. It is also perishable
because once it is over, it is gone forever. Not all
sporting events are inexpensive; some are very
costly. Sporting events may be regional, local,
• or national. They are limited because there are
only so many of them; however, they are not
scarce. Each event
• is different. (5 points)
• 2. What must be present for a sporting event
to take place? (5 points)
• a. Amateurs
c. Athletes
• b. Professionals
d. Spectators
• 2. c Athletes. The athletes are the players who
make the game or activity happen. Without
the players, there would be no event. The
athletes might be professionals or amateurs.
Some sporting events take place without
• spectators; however, many would not take
place if there were no spectators. (5 points)
3. What type of sporting goods are you
purchasing when you buy a hat that features the
logo of the Miami Dolphins?
• a. Team uniforms
• b. Licensed merchandise
• c. Novelty items
• d. Athletic equipment
3. b Licensed merchandise. Licensed merchandise is all the
products that a manufacturer makes and distributes
for sale as a result of an arrangement with a sports
organization that authorizes the manufacturer to use the
organization’s name or logo on various products. Licensed
merchandise is one category of sporting goods that
are the tangible, manufactured products that are sold and
used within the sports industry. Team uniforms are
worn by the athletes. Novelty items are other types of
licensed merchandise such as mugs, pens, and banners
that feature the name or logo of a sports organization.
Athletic equipment is the gear needed to play a sport,
such as bats. (5 points)
4. Participating in an exercise class at the local
health club is an example of (5 points)
• a. taking lessons.
c. weight lifting.
• b. improving skills.
d. personal training.
4. d Personal training. Personal training is the
sport product that involves doing something to
better yourself in a sport. It might include
participating in an exercise class, lif ting weights,
taking lessons to improve skills, orobtaining the
help of professionals. Whether you’re a
professional or an amateur, you have some type
of training. (5 points)
5. When you read a magazine article about a
star athlete, you are using the product of (5
points)
• a. advertising media.
• b. promotional records.
• c. marketing data.
• d. sports information.
5. d Sports information. Sports information is the sports
product that gives you news about teams, events,
schedules, and statistics. Sources of sports information
include magazines, local newspapers, television, and
the Internet. Advertising media are the channels of
communication used by businesses for delivering
promotional messages to target groups of consumers.
Promotional records are documents containing
information about various types of communications that
businesses use to inform, persuade, or remind
customers of their products. Marketing data are
information about marketing activities. (5 points)
6. What do the unorganized participants in
sports have that the organized participants do
not have? (5 points)
• a. Professional status
• b. Freedom from rules
• c. Regulated teams
• d. Specific times to participate
• 6. b Freedom from rules. Unorganized
participants in sports have freedom that
organized participants do not have. There is no
organization or group that gives them rules to
follow. They are free to participate whenever
they want, for as long as they want, and in any
way they want. Organized participants may be
amateurs or professionals. They often belong to
regulated teams and have specific times to
participate. (5 points)
7. The National Collegiate Athletic Association
and the Professional Golfers’ Association are
examples of (5 points)
• a. sanctioning bodies..
• b. trade associations.
• c. labor unions
• d. professional societies.
7. a Sanctioning bodies. Sanctioning bodies are the groups or
organizations that regulate sports and the sports participants.
They establish the rules that the athletes must follow. For
example, the National Collegiate Athletic Association (NCAA)
regulates college athletes, and the Professional Golfers’
Association (PGA) governs professional golfers. A trade
association is a group of persons in the same industry or
geographic area who form a society to solve their common
problems. A labor union is a group of workers who have
joined together for a common purpose to improve the terms
and conditions under which they work. A professional
society is a group of persons in the same profession who form
an organization to further their common interests. (5 points
8. One of the main differences between
professional and amateur athletes is that for the
professionals, the game is often
•
•
•
•
a. played for enjoyment.
b. closed to the public.
c. free of charge.
d. their occupation.
8. d Their occupation. Professional athletes are paid, and
in many cases, playing the game is their occupation.
Whether they are minor league players or major league
players, they are compensated for their work. Many
professional athletes dedicate their lives to their chosen
sport and play for as long as they are physically able.
Examples of professionals for whom the game is their
occupation are Sammy Sosa, Shaquille O’Neal, and
Eddie George. Amateurs usually play for enjoyment, and
many of their events are not attended by the public.
Games played by professionals are often expensive to
attend rather than free. (5 points)
9. Which of the following help create the
excitement and enthusiasm that make the
games what they are: (5 points)
• a. Trainers
c. Spectators
• b. Coaches
d. Team owners
9. c Spectators. These participants are the observers, or
fans, of the sporting event. They are as important a part
of the event as the athletes themselves. The fans who
attend games help create the excitement and enthusiasm
that make the games what they are. These fans also
contribute to the overall experience of those who watch
or listen to the games by way of television or radio.
Trainers and coaches work with the athletes. They are not
the ones who create excitement and enthusiasm. The
team owners do not create excitement and enthusiasm.
10. The businesses that make the sporting
events available to those who cannot attend in
person are (5 points)
• a. radio announcers.
b. corporate consumers.
c. team owners.
d. stadium managers.
10. b Corporate consumers. Corporate consumers are the
businesses that have a financial interest in the sport. They
include the businesses that make the events available to
those who cannot attend in person by purchasing the
right to broadcast the event. These businesses often
spend millions of dollars for the right to air popular sports
because they attract a large viewing audience. Radio
announcers work for one of the media that broadcast
sporting events. Team owners and stadium managers do
not make the sporting events available to those who
cannot attend in person. (5 points)
11. One of the main reasons why many
businesses sponsor a sports product or event is
to (5 points)
• a. support local teams.
• b. contribute to society.
• c. spend excess funds.
• d. reach a target market.
11. d Reach a target market. Sponsors are the businesses
or organizations that pay to associate their names or
products with a sporting event. The reason why
sponsorship is becoming more and more popular at all
levels is because businesses realize that they can reach a
potentially enormous target market. Consider the
number of viewers who are exposed to a business that
pays to have its name on a banner as a sponsor of an
Olympic event. As a sponsor, businesses often support
local teams, but the goal is to reach a target market
rather than merely help the team. Businesses do not
sponsor a sports product or event to contribute to society
or to spend excess funds. (5 points)
12. Which of the following is an example of
marketing the sport event: (5 points)
• a. Delivering exercise bikes to retailers
• b. Selling food products to a concession stand
• c. Distributing information about a NASCAR
race
• d. Holding a race for a charitable organization
12. c Distributing information about a NASCAR race.
Sports marketing is all the activities involved in pricing,
promoting, and distributing the sport event. Making
people aware of the sport event is one aspect of
marketing.
Distributing information about a NASCAR race is a form of
promotion that encourages potential customers to buy
tickets to the event or to view the race on television.
Delivering exercise bikes to retailers is part of marketing
sport products. Selling food products to a concession
stand is the marketing of products to sports. Holding a
race for a charitable organization is marketing other
services through the use of sport. (5 points)
13. The marketing of sport goods and services
involves a __________ focus. (5 points)
• a. retail
c. local
• b. wholesale
d. personal
13. a Retail. The marketing of sport goods and services
involves a retail focus because it is directed towards the
consumers of sport. The purpose is to encourage fans and
participants to buy certain sport goods and services. It is
what influences your decision to buy a certain brand or
shop at a certain store. This type of marketing is not
personal or local because it is directed to all potential
customers throughout the world.
Wholesale involves the use of intermediaries to move
goods between producers and retailers.
14. Businesses that place ads in college football
programs are using the sport as a (5 points)
• a. delivery system.
c. marketing tool.
• b. publicity medium.
d. pricing technique.
14. c Marketing tool. Many businesses market other
goods or services through the use of sport. An example is
placing ads in football programs. The businesses and their
products are not related to football but are using
football as a marketing tool. They are counting on you to
remember them the next time you buy. Businesses do
not use the sport to deliver their products. Advertising is
paid, whereas publicity is any nonpersonal presentation
of ideas, goods, or services that is not paid for by the
company that benefits from it. The ad might contain
pricing information, but that is not considered a
technique. (5 points)
15. Pepsi and Coke competing for the right to
sell their line of soft drinks at a stadium is an
example of marketing
• a. products to sports.
• b. sport goods and services.
• c. the sport event.
• d. services through sport.
15. a Products to sports. The sport itself needs goods and
services in order to operate. Therefore, businesses
that provide these products spend a lot of time and
energy on marketing. An example is Pepsi or Coke
competing for the right to sell their line of soft drinks at a
stadium. The soft-drink companies might offer
more money, better service, and promotional assistance
to get the business. Competing for the right to sell
soft drinks at a stadium is not an example of marketing
sport goods and services, marketing the sport
event, or marketing services through sport. (5 points)
16. What has the growth of the sports industry
created? (5 points)
• a. Physical goals
c. Athletic skills
• b. Job opportunities
d. Marketing trends
16. b Job opportunities. The attendance at all types of
sporting events and the media coverage of those events
have increased dramatically. As a result, the opportunity
for employment also has grown. Today, millions of people
have sports-related jobs, and new jobs are being created
all the time. Physical goals are objectives for your
health and well-being. Athletic skills are abilities to
perform physical activities. A marketing trend is the
direction in which a product’s market is moving. (5
points)
17. Which of the following is one of the benefits
you receive when you participate in sports: (5
points)
• a. Publicity
c. Training
• b. Compensation d. Recreation
17. d Recreation. When you participate in sports, either
by playing or watching, you receive several benefits. One
of the benefits is recreation. Participating in sports gives
you the chance to play, have fun, relax, and spend time
doing something just for you. It makes you feel refreshed
and ready to face the world. The majority of people who
participate in sports are amateurs who do not receive
publicity or compensation. Professionals are paid to play
and usually consider it their occupation rather than
recreation. Training is not a benefit, although many
participants do some type of training. (5 points)
18. What benefit does a major sporting event or
popular sports attraction provide to a city? (5
points)
• a. Cultural
c. Political
• b. Economic
d. Athletic
18. b Economic. Sporting events and attractions have a
significant economic effect on a city. They attract people
• who will stay in hotels, eat in restaurants, buy
souvenirs, and visit other attractions. These visitors
spend money and contribute to the local economy.
They create a need for more hotels, restaurants, and
support facilities. The local economy prospers because
more money is coming into the city and more jobs are
available. A major sporting event and a popular sports
attraction do not provide cities with cultural, political,
or athletic benefits. (5 points)
19. What often transfers from a sport team to
the city it calls home? (5 points)
• a. Image
c. Logo
• b. Goals
d. Symbol
• 19. a Image. Image is the way in which a team or city is
viewed by others. The image of a sport team often has
an impact on a city’s image. If a team has a good
reputation, that reputation usually transfers to the city.
However, if a team is not doing well or has an image
problem, that often carries over to the city. The goals
or objectives of a team usually do not become the
goals of the city. A team’s logo, or symbol, is the
distinctive design or group of letters that establish its
identity. Cities often have their own distinctive symbols
and logos that are not related to the local sport team.
(5 points)
• 20. One way that sport benefits society in
general is by opening up additional
opportunities for (5 points)
• a. amateurs to feel healthy.
• b. participants to be entertained.
• c. communities in rural areas.
• d. businesses in related industries.
20. d Businesses in related industries. Sport has an
important impact on society in general. The growth of the
industry opens up additional opportunities for businesses
in related industries. As more people participate in
sports, there is a need for more equipment and clothing,
training facilities, larger stadiums and arenas, concession
stands, public transportation, and media coverage. This
growth creates more jobs that generate more revenue
that helps the industry to grow more, which causes the
cycle to continue. Being entertained and feeling healthy
are personal benefits. Opening up additional
opportunities for communities in rural areas is a
local benefit.